Culture And Marketing - Publications - Faculty & Research - Harvard Business School

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2017
Working Paper

Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture

By: Ai Hisano

This working paper examines the remarkable growth of wine consumption in the United States since the 1960s. The country is now the largest wine consumer in the world, exceeding the wine-producing European countries such as France and Italy, which had long dominated... View Details

Keywords: Marketing Strategy; Industry Growth; Transformation; Perception; Food and Beverage Industry; United States

August 2015 (Revised May 2016)
Case

Riot Games: Can Culture Survive Growth?

By: Boris Groysberg and Michael Norris

In 2015, Riot Games, the maker of the top PC game League of Legends, considers its growth strategy as it moves into a new campus in Los Angeles. View Details

Keywords: Corporate Culture; Organizational Behavior; Video Games; Culture; Strategy; United States

25 Jun 2012
Research & Ideas

Collaborating Across Cultures

a "snake." The story illustrates a common challenge to Hollywood filmmakers as they attempt to break into China's more than $2 billion-a-year film market—and to businesspeople in all industries as foreign markets become increasingly... View Details

Keywords: by Michael Blanding

12 Aug 2009
Working Paper Summaries

Culture Clash: The Costs and Benefits of Homogeneity

Keywords: by Eric J. Van den Steen

May 2018
Article

Selection and Market Reallocation: Productivity Gains from Multinational Production

By: Laura Alfaro and Maggie X. Chen

Assessing the productivity gains from multinational production has been a vital topic of economic research and policy debate. Positive aggregate productivity gains are often attributed to within-firm productivity improvement; however, an alternative, less emphasized... View Details

Keywords: Productivity Gains; Multinational Production; Selection; Market Reallocation; And Within-firm Productivity; Multinational Firms and Management; Production; Performance Productivity; Competition; Mathematical Methods

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2010
Working Paper

Men as Cultural Ideals: How Culture Shapes Gender Stereotypes

By: Amy J.C. Cuddy, Susan Crotty, Jihye Chong and Michael I. Norton

Three studies demonstrate how culture shapes the contents of gender stereotypes, such that men are perceived as possessing more of whatever traits are culturally valued. In Study 1, Americans rated men as less interdependent than women; Koreans, however, showed the... View Details

Keywords: Prejudice and Bias; Perception; Values and Beliefs; Gender; Culture; Power and Influence

Article

Cultural Diversity on Wall Street: Evidence from Consensus Earnings Forecasts

By: Kenneth Merkley, Roni Michaely and Joseph Pacelli

We examine how cultural differences among agents influence the aggregate outcome of a common forecasting task. Using both exogenous shocks to sell-side analyst diversity and panel regression methods, we find that increases in analyst cultural diversity positively... View Details

Keywords: Culture; Forecasting; Sell-side Analysts; Information Aggregation; Diversity; Forecasting and Prediction; Information; Performance Improvement

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September–October 2002
Article

Market Power and Power Markets

By: Jurgen Weiss

The paper provides results of a serious of experiments with experienced subjects exploring the relationship between elements of electricity market design and competitive outcomes. The two primary variables examined are a) the price formation (nodal versus uniform with... View Details

Keywords: Energy; Market Design; Competition

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January 2018 (Revised February 2018)
Technical Note

Making Markets

By: Thomas R. Eisenmann and Scott Duke Kominers

Explains how to identify and capitalize on marketplace design opportunities. Defines markets and marketplaces and describes the basic functions of each. Discusses attributes (e.g., heterogeneity of participants' preferences and asymmetry in available information) that... View Details

Keywords: Marketplaces; Two-Sided Markets; Entrepreneurship; Market Design; Digital Platforms; Marketplace Matching; Market Participation; Market Transactions; Market Entry and Exit; Digital Platforms; Auctions

2024
Working Paper

Consumer Inertia and Market Power

By: Alexander MacKay and Marc Remer

We study the pricing decisions of firms in the presence of consumer inertia. Inertia, which can arise from habit formation, brand loyalty, and switching costs, generates dynamic pricing incentives. These incentives mediate the impact of competition on market power in... View Details

Keywords: Consumer Inertia; Market Power; Dynamic Competition; Demand Estimation; Consumer Behavior; Markets; Performance; Competition; Price

11 Jan 2021
Working Paper Summaries

The Political Effects of Immigration: Culture or Economics?

Keywords: by Alberto Alesina and Marco Tabellini

September 2019
Case

Netflix: A Creative Approach to Culture and Agility

By: Ranjay Gulati, Allison Ciechanover and Jeff Huizinga

By 2018, Netflix had been credited for revolutionizing how viewers consumed entertainment—shifting from ad-fueled linear network programming to a highly personalized, on-demand, all-you-can-consume, ad-free model. The company was riding a long wave of revenue and... View Details

Keywords: Digital Technologies; Streaming; Video On Demand; International Expansion; Leadership; Information Technology; Entrepreneurship; Innovation and Management; Innovation Strategy; Leadership Style; Management Style; Organizational Culture; Entertainment; Media; Change Management; Expansion; Technology Industry; United States

05 Apr 2024
News

Classroom Culture and Norms Working Group Q+A

Article

Consistent Belief in a Good True Self in Misanthropes and Three Interdependent Cultures

By: Julian De Freitas, Hagop Sarkissian, George E. Newman, Igor Grossman, Felipe De Brigard, Andres Luco and Joshua Knobe

People sometimes explain behavior by appealing to an essentialist concept of the self, often referred to as the true self. Existing studies suggest that people tend to believe that the true self is morally virtuous; that is deep inside, every person is motivated to... View Details

Keywords: Concepts; Social Cognition; Moral Reasoning; True Self; Culture; Misanthropy; Behavior; Values and Beliefs; Moral Sensibility

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January 2019 (Revised December 2020)
Module Note

Market Attractiveness

By: Ashish Nanda

As a strategist, you must understand and calibrate the environment in which your organization operates. How generous or challenging is the environment? What forces drive the munificence or sparseness of your environment? How are those forces changing, and what is their... View Details

Keywords: Market Attractiveness; Markets; Situation or Environment; Strategy

September 2005 (Revised April 2006)
Background Note

Market Segmentation, Target Market Selection, and Positioning

By: Miklos Sarvary and Anita Elberse

Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning. View Details

Keywords: Marketing Strategy; Product Positioning; Markets

March 2024
Article

The Political Effects of Immigration: Culture or Economics?

By: Alberto Alesina and Marco Tabellini

We review the growing literature on the political economy of immigration. First, we discuss the effects of immigration on a wide range of political and social outcomes. The existing evidence suggests that immigrants often, but not always, trigger backlash, increasing... View Details

Keywords: Political Backlash; Cultural Beliefs; Immigration; Political Elections; Outcome or Result; Social Issues; Perception

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June 2015
Supplement

Henkel: Building a Winning Culture (B)

By: Robert Simons and Natalie Kindred

This case, an update on "Henkel: Building a Winning Culture (A)," describes Henkel's strong performance against its tough 2012 objectives, as well as the new objectives CEO Kasper Rorsted set for 2016. View Details

Keywords: Kasper Rorsted; Rorsted; Henkel; Germany; Personal Care; Consumer Products; Culture; Performance Management; Performance Metrics; Stretch Goals; Strategy; Measurement and Metrics; Performance; Management; Consumer Products Industry; Germany

September 30, 2019
Article

Climate Change and Our Emerging Cultural Shift

By: Andrew J. Hoffman

Today, we have made climate change trivial by making its solutions easy, looking for simple answers that are palatable, generally framing it in the language of commerce. In the long run, it won’t work. There is no technological or political silver bullet to solving our... View Details

Keywords: Culture; Climate Change; Values and Beliefs; Transition

Winter 2020
Article

Unsubstantiated Allegations and Organizational Culture

By: Eugene F. Soltes

When organizations investigate allegations of misconduct, they routinely determine that some allegations are unsubstantiated. A variety of factors may contribute to the conclusion that an allegation does not warrant substantiation, including a lack of supporting... View Details

Keywords: Misconduct; Organizational Culture

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