Creating Markets - Publications - Faculty & Research

Research Summary

The Future of Market Capitalism

In 2009 we are aware of the fragile state of our market system. But a careful examination of the long term prospects for the global economy reveal other problems that may destabilize the system that has created so much wealth in the period since the second world... View Details

Teaching Interest

Marketing Strategies for Profitable Growth—China

By: John A. Deighton

Maintaining quality standards and sustaining profitable growth in China's rapidly evolving marketplace requires powerful marketing strategies that enable organizations to build and nurture long-term customer relationships. To help... View Details

Article

How Market Power Affects Dynamic Pricing: Evidence from Inventory Fluctuations at Car Dealerships

By: Ayelet Israeli, Fiona Scott-Morton, Jorge Silva-Risso and Florian Zettelmeyer

This paper investigates empirically the effect of market power on dynamic pricing in the presence of inventories. Our setting is the auto retail industry; we analyze how automotive dealerships adjust prices to inventory levels under varying degrees of market power. We... View Details

Keywords: Dynamic Pricing; Market Power; Pricing; Price Discrimination; Inventory Production; Marketing; Price; Competitive Strategy; Auto Industry; Retail Industry

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14 Nov 2011
Research & Ideas

Creating a Global Business Code

cooking the books, keep promises, respect and protect human rights, and refrain from bribery. The research team created a codex of widely endorsed standards based on these similarities. Phase 2 of the project focused on developing a... View Details

Keywords: by Carmen Nobel

07 Feb 2011
Lessons from the Classroom

Creating the Founders’ Dilemmas Course

school!" "I'm still in school, and I'm not bringing in a paycheck yet!" "We have two kids! You should wait until they are out of the house!" "Even if the market is crying out for you to solve a particular... View Details

Keywords: by Carmen Nobel; Education

08 Mar 2004
Research & Ideas

Creating Value in Your Business Ecosystem

Its market capitalization represents a larger portion of the ecosystem—typical for a keystone because of its powerful position—but it has never been higher than 0.4 percent. Even in the much smaller software ecosystem, in which the... View Details

Keywords: by Marco Iansiti & Roy Levien

January–February 2019
Article

Cracking Frontier Markets

By: Clayton M. Christensen, Efosa Ojomo and Karen Dillon

Executive Summary:
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details

Keywords: Emerging Markets; Market Entry and Exit; Growth and Development Strategy; Demand and Consumers; Innovation and Invention; Development Economics

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25 Oct 2010
HBS Case

Tesco’s Stumble into the US Market

Tesco PLC is the third-largest retailer in the world, just behind Wal-Mart and Carrefour. But that didn't make the UK-based chain immune from many costly mistakes as it entered the US market in 2006. For example, it opened some of its... View Details

Keywords: by Sean Silverthorne; Retail

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

to the effectiveness of their marketing instruments” Thomas J. Steenburgh, an associate professor in the Marketing Unit at Harvard Business School, has developed a new analytical tool that more accurately... View Details

Keywords: by Dina Gerdeman

October 2007
Article

The Art of Designing Markets

By: Alvin E. Roth

Traditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by... View Details

Keywords: Market Design; Market Participation; Market Transactions; Information Technology; Internet and the Web

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27 Nov 2019
Sharpening Your Skills

Secrets for Creating a Long-Lasting Brand

media marketing that attempts to engage consumers with a playful approach can end up not funny at all. Research Papers Assessing the Impact of CEO ActivismEvidence on how CEO activism can influence public opinions about government... View Details

Keywords: by Sean Silverthorne; Retail

April 2019 (Revised July 2019)
Case

Innovation and Business in Emerging Markets

By: Geoffrey Jones, Tarun Khanna, Nataliya Langburd Wright and Morgan Spencer

The case is built around video clips from top business leaders in emerging markets who were interviewed for Harvard Business School’s innovative Creating Emerging Markets oral history project. The case is focused on the issue of innovation in emerging markets from a... View Details

Keywords: Oral History; Innovation and Invention; Business Ventures; Emerging Markets; Problems and Challenges

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14 Jan 2015
Research & Ideas

Thriving in the Turbulence of Emerging Markets

build successful businesses. The desire to capture the scale of this change is the ambitious goal of Harvard Business School's Creating Emerging Markets project, whose new website was profiled in HBS Working... View Details

Keywords: by Geoffrey Jones; Manufacturing; Auto

28 May 2020
Research & Ideas

Coronavirus Could Create a 'Bankruptcy Pandemic'

following four years, Lyondell’s total operating profit increased by 90 percent, while its stock price increased by 413 percent (over 50 percent a year, on average). By the end of 2014, Lyondell’s total enterprise value (the market value... View Details

Keywords: by Dina Gerdeman; Financial Services; Banking

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

to create a framework to help managers think about their allocation challenges. The result was published in a recent paper, "Allocating Marketing Resources". Brand managers can be confronted with a complex,... View Details

Keywords: by Sean Silverthorne

07 Jan 2002
Research & Ideas

How Marketing Can Reduce Worldwide Poverty

On the face of it, social marketing is a cinch. Here's one scenario. You as a marketer want people who are living in poverty to take better care of their health. So, given your profession, what do you do?... View Details

Keywords: by Martha Lagace

21 Oct 2011
Working Paper Summaries

Market Interest in Nonfinancial Information

Keywords: by Robert G. Eccles, Michael P. Krzus & George Serafeim

October 2004 (Revised November 2004)
Case

Mavens & Moguls: Creating a New Business Model

By: Myra M. Hart, Victoria Winston and Kristin Lieb

Mavens & Moguls is a "virtual" marketing-consulting firm of approximately 40 professionals. Examines the processes by which its founder, Paige Arnof-Fenn, learns the business, builds a power network of industry experts and potential customers, and uses this expertise... View Details

Keywords: Internet and the Web; Values and Beliefs; Work-Life Balance; Organizational Structure; Organizational Culture; Operations; Networks; Business Model; Growth Management; Business Growth and Maturation; Entrepreneurship; Growth and Development Strategy; Consulting Industry

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June 2009 (Revised March 2011)
Module Note

The Creative Industries: Managing and Marketing Talent

By: Anita Elberse

This module note examines issues concerning the management and marketing of talent in the creative industries. It describes the characteristics of the market for creative talent, discusses how individual talent creates and captures value, and explores how professional... View Details

Keywords: Talent and Talent Management; Entertainment; Innovation and Management; Marketing; Creativity; Value

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