Publications

01 Dec 2010
News

Money and Markets Dominate New Course Offerings

business or investing in emerging markets. New half-courses The Art of Marketing Science is intended for students interested in gaining a deeper understanding of consumer behavior and, most importantly, gaining expertise in changing... View Details

Keywords: curriculum

Repositioning and Cost-Cutting: The Impact of Competition on Platform Strategies

We study how platform firms use repositioning and cost-cutting in response to competition, elucidate external and internal factors that constrain or enable these responses, and examine how the firms’ responses affect their performance. Our empirical context is... View Details

2009
Article

Marketing and Innovations Management: An Integrated Perspective

By: Elie Ofek and Olivier Toubia

Keywords: Marketing; Innovation and Invention; Management; Integration; Perspective

25 Nov 2014
News

It Doesn’t Matter If Competitors Know Your Strategy

December 2010
Article

Life in the Fast Lane: Origins of Competitive Interaction in New vs. Established Markets

By: Eric L. Chen, Riitta Katila, Rory McDonald and Kathleen M. Eisenhardt

Prior work examines competitive moves in relatively stable markets. In contrast, we focus on less stable markets where competitive advantages are temporary and R&D moves are essential. Using evolutionary search theory and an experiential simulation with in-depth... View Details

Keywords: Balance and Stability; Competitive Advantage; Supply and Industry

12 Sep 2024
News

AI in Marketing: Transforming Strategies and Enhancing Engagement

2010
Working Paper

Does Product Market Competition Lead Firms To Decentralize?

By: Nicholas Bloom, Raffaella Sadun and John Van Reenen

There is a widespread sense that over the last two decades firms have been decentralizing decisions to employees further down the managerial hierarchy. Economists have developed a range of theories to account for delegation, but there is less empirical evidence,... View Details

Keywords: Decision Making; Employees; Managerial Roles; Organizational Structure; Competitive Strategy; Asia; Europe; North America

May 2025 (Revised June 2025)
Case

Netflix Beyond Streaming: Strategies for the Next Era of Entertainment

By: Juan Alcácer and Lorenzo Lucidi

Netflix loses subscribers for the first time in over a decade—can the streaming pioneer reinvent itself before competitors, costs, and churn catch up? In 2022, facing fierce competition and shifting consumer behaviors, Netflix confronts its most critical strategic... View Details

Keywords: Business Model; Competition; Organizational Change and Adaptation; Growth and Development Strategy; Entertainment and Recreation Industry; United States; Australia; Brazil; Canada; France; Germany; India; Japan; Mexico; Russia; South Korea; Spain; United Kingdom

Article

Media Companies Need to Become Marketing Companies

By: Andrew J. Heyward and Jeffrey F. Rayport

Keywords: Technology; Digital; Services; Strategy; Internet and the Web; Marketing

Research Summary

Overview

My research lies at the intersection of strategic management and international business, with a focus on how firms’ heterogeneous national environments affect competition, corporate strategy, and firm performance. View Details

Keywords: Global Strategy; Emerging Markets; Corporate Strategy; Competitiveness; Competitive Dynamics; United States; Brazil; Africa

Web

Hands-on Learning About Global Markets | MBA

explains that seniors in many African countries are more integrated into family life. The students were tasked with helping the startup expand its primarily word-of-mouth marketing strategies and develop... View Details

1995
Book

Business Marketing Strategy: Cases, Concepts, and Applications

By: V. K. Rangan, B. P. Shapiro and R. T. Moriarty Jr.

Keywords: Marketing Strategy

February 1988
Case

IBM Marketing Organization (A): Changes in Structure

By: Frank V. Cespedes

Keywords: Marketing Strategy; Information Technology Industry

January 2014
Supplement

J.C. Penney's 'Fair and Square' Strategy (C): Back to the Future

By: Elie Ofek, Jill Avery and Jose B. Alvarez

Rehired in April 2013, Myron E. "Mike" Ullman III was brought back to stabilize the retailer's business. Under Ron Johnson's "Fair and Square" program, sales had declined rapidly and quarterly losses and expensive capital investments had put severe pressure on cash... View Details

Keywords: Decisions; Marketing Strategy; Retail Industry

May 2022
Case

The NFL’s $110-Billion Media Rights Deals

By: Anita Elberse and Elizabeth Warner

On March 18, 2021, Brian Rolapp, chief media and business officer at the National Football League (NFL) presented the results of a months-long effort to renegotiate rights deals with the NFL’s current partners in television—the media conglomerates behind the networks... View Details

Keywords: Sports; Entertainment; Media; Marketing; Strategy; General Management; Negotiation; Partners and Partnerships; Competition; Media and Broadcasting Industry; Sports Industry

2008
Working Paper

Market Reaction to the Adoption of IFRS in Europe

By: Christopher S. Armstrong, Mary E. Barth, Alan D. Jagolinzer and Edward J. Riedl

This study examines the European stock market reaction to sixteen events associated with the adoption of International Financial Reporting Standards (IFRS) in Europe. European IFRS adoption represented a major milestone towards financial reporting convergence yet... View Details

Keywords: Financial Reporting; International Accounting; Financial Markets; Code Law; Standards; Adoption; Europe

April 2024 (Revised July 2024)
Case

Market Dynamics and Moral Dilemmas: Novo Nordisk’s Weight-Loss Drugs

By: Joseph L. Badaracco, Tom Quinn and John Schultz

Danish pharmaceutical company Novo Nordisk was owned by a charitable foundation, and since its founding in the 1920s had focused on producing insulin to treat diabetes. In 2017, however, it released Ozempic, a diabetes treatment with the revolutionary side effect of... View Details

May 2009 (Revised December 2009)
Case

Reliance Baking Soda: Optimizing Promotional Spending

By: John A. Quelch and Heather Beckham

Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details

Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry