Publications

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April 2011
Teaching Note

Prediction Markets at Google (TN)

Teaching Note for 607088. View Details

Keywords: Interests; Forecasting and Prediction; Market Participation; Information Technology Industry

December 2022
Article

Competition, Contracts, and Creativity: Evidence from Novel Writing in a Platform Market

By: Yanhui Wu and Feng Zhu

A growing number of people today are participating in the gig economy, working as independent contractors on short-term projects. We study the effects of competition on gig workers' effort and creativity on a Chinese novel-writing platform. Authors produce and sell... View Details

Keywords: Gig Workers; Platform-based Markets; Novel Writing; Creative Production; Platform Bias; Employment; Digital Platforms; Creativity; Books; Competition; Contracts

Article

Internal versus External Capital Markets

Keywords: Markets; Financial Instruments

Fast Answer

Emerging Market/Frontier Market Fellowship Resources

Data resources for HBS Fellowship students focusing on emerging and frontier markets. Industry and Market Research Passport -... View Details

Marketing AI Guidelines | About

Marketing AI Guidelines Context Artificial Intelligence (AI) is having a significant impact on the marketing discipline in several areas including content creation, image generation/modification, chatbots,... View Details

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States

September 2023 (Revised January 2024)
Case

RightHand Robotics: Choosing the First Market

By: Thomas R. Eisenmann and Stacy Straaberg

In early 2015, RightHand Robotics’s (RHR) leadership faced a set of decisions in commercializing the startup’s robotic picking solution. RHR’s central product was the RightPick integrated robotic picking system which featured a robotic arm, a three-fingered robotic... View Details

Keywords: Business Startups; Market Entry and Exit; Product; Research and Development; Business Strategy; Commercialization; Information Infrastructure; Technological Innovation; Manufacturing Industry; Technology Industry; United States; Massachusetts

14 Jan 2013
News

Why Money Market Funds Are Still Safe Investments

February 2016 (Revised August 2020)
Case

InsightSquared: Developing the Sales and Marketing Plan

By: Mark Roberge, Tom Eisenmann and Frank Cespedes

Fred Shilmover and Sam Clemens prepared for their fourth quarter board meeting. They were excited to have scaled their software startup, InsightSquared, to $2 million in revenue and secured an $8 million round of venture capital. However, they disagreed on the path... View Details

Keywords: Sales Planning; Applications and Software; Marketing; Sales; Planning; Growth and Development Strategy

01 Sep 2008
News

Kenny Appointed Chief Marketing Officer

Brian Kenny, who has nearly twenty years of experience in marketing and communications at universities and firms such as Monitor, Genuity, and Arthur D. Little, has been named chief marketing and... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Advertising, Public Relations, and Related Services; Professional Services

March 2002 (Revised May 2002)
Case

Genzyme: Engineering the Market for Orphan Drugs

Genzyme has made money with external technology in orphan drug markets generally considered to be too small to be attractive to other drug companies. Now competition is entering these same markets, placing Genzyme's business model under new pressures. View Details

Keywords: Business Model; Information Technology; Market Entry and Exit; Biotechnology Industry; Pharmaceutical Industry

01 Jun 2009
News

The Maestro and the Market

learn about marketing from a business owner who says he doesn’t care whether or not customers like his product? HBS assistant professor Michael Norton’s interest in what motivates seemingly irrational consumer behavior has found a perfect... View Details

Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Colleges, Universities, and Professional Schools; Educational Services; Food Services and Drinking Places; Hospitality

16 Feb 2004
Research & Ideas

Marketing Wine to the World

Australia, South Africa, Chile, etc.). Q: What do you see as the major differences between Old World and New World winemakers? A: The Old World market continues to be highly fragmented. The competitive landscape is filled with many small,... View Details

Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage

16 Aug 2010
News

Commercial paper market rates at record lows

June 1991 (Revised May 2002)
Case

Barco Projection Systems (A): Worldwide Niche Marketing

Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance... View Details

Keywords: Competition; Globalized Markets and Industries; Product Marketing; Consumer Products Industry; Electronics Industry

October 2005
Background Note

Portfolio Investment in Emerging Markets

By: Tarun Khanna, Krishna G. Palepu and Kjell Ke-Li Carlsson

Provides distinctive data on investment flows into emerging markets. View Details

Keywords: Emerging Markets; Investment