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- Faculty Publications (168)
Show Results For
- All HBS Web (1,132)
- Faculty Publications (168)
- 2011
- Working Paper
The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments
By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta
Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details
Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods
Liu, Qiang, Thomas J. Steenburgh, and Sachin Gupta. "The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments." Harvard Business School Working Paper, No. 12-012, September 2011.
- 29 Apr 2013
- Research & Ideas
Diagnosing the ‘Flutie Effect’ on College Marketing
Boston College's greatest marketing campaign lasted about six seconds. It's called the "Flutie Effect." In a 1984 game against the University of Miami, BC quarterback Doug Flutie threw a last-second "Hail Mary" pass 48... View Details
- Web
Online Entrepreneurial Marketing Course | HBS Online
This course is part of the Entrepreneurship & Innovation track. Introduction to Entrepreneurial Marketing ENROLL NOW No application needed for our certificate programs. Start your journey today! Entrepreneurial View Details
- Web
Lessons from History - Creating Emerging Markets
Conferences Lessons from History Lessons from History Video Clips & Discussion Questions Resources on Indian Business History The Harvard Business School Creating Emerging Markets project (CEM), in collaboration with the HBS India... View Details
- Web
Hands-on Learning About Global Markets | MBA
Hands-on Learning About Global Markets By Jennifer Gillespie on September 21, 2023 Share via Facebook Share via LinkedIn Print Share via email The challenge posed to students in HBS’s FIELD Global Capstone (FGC) course sounds a bit like a... View Details
- 16 Jun 2009
- Research Event
Business Summit: The Future of Market Capitalism
Editor's Note: This is a summary of an HBS Business Summit presentation. View a full summary and video of the event on the HBS Centennial Web site linked below. Date of Event: October 14, 2008 Moderator: Michael Porter, HBS faculty... View Details
Keywords: Re: Michael E. Porter
- 17 Jun 2016
- Op-Ed
Companies Need to Start Marketing Security to Customers
Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of... View Details
- 29 Jul 2013
- News
Opening New Markets for Black South African Winemakers
Selena Cuffe On a trip to South Africa in 2005, Selena Cuffe (MBA 2003) happened across an advertisement promoting the first Soweto Wine Festival. Cuffe, the director of an exchange-student nonprofit, didn't know a lot about wine. Yet the View Details
- Web
Online Digital Marketing Strategy Course | HBS Online
Introduction to Digital Marketing Strategy ENROLL NOW No application needed for our certificate programs. Start your journey today! Digital Marketing Strategy $1,850 Next 7-week session starts August 6th... View Details
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
heard that ad. “If you’re just tacking your brand onto a current event that has no relationship to your brand or consumer, it’s dangerous” Now, marketing is much less manageable, with consumers taking charge... View Details
- 15 May 2013
- Research & Ideas
From McRibs to Maseratis: The Power of Scarcity Marketing
KFC pulled the sandwich off the menu across most of Canada. This move may seem strange in an industry where a pivotal goal—in the words of Coca-Cola's long-standing mantra—is to be "within an arm's reach of desire." According to KFC Canada's chief View Details
Keywords: Re: Michael I. Norton
- Web
Using Oral History in Research - Creating Emerging Markets
Conferences Using Oral History in Research DEC 15th (9am - 12pm) EST The Creating Emerging Markets (CEM) project has been conducting in-depth interviews with top business leaders in emerging markets since... View Details
- 29 May 2009
- Research Event
Business Summit: Introduction to the Future of Market Capitalism
Editor's Note: This is a summary of an HBS Business Summit presentation. View a full summary and video of the event on the HBS Centennial Web site linked below. Date of Event: October 14, 2008 Speaker: Joseph L. Bower, HBS faculty... View Details
Keywords: Re: Joseph L. Bower
- 12 Jun 2009
- Research Event
Business Summit: Lawrence Summers on Market Capitalism’s Historic Opportunity
Editor's Note: This is a summary of an HBS Business Summit presentation. View a full summary and video of the event on the HBS Centennial Web site linked below. Date of Event: October 14, 2008 Speaker: Lawrence H. Summers, Director of the... View Details
- Web
Capturing Contemporary Latin American Business History - Creating Emerging Markets
Conferences Capturing Contemporary Latin American Business History – Oral History & Digital Resources The Capturing Contemporary Latin American Business History: Oral History and Digital Resources conference was held in Santiago, Chile, on July 15, 2016. The full-day... View Details
- 31 Jul 2024
Take30 Impact Series: Diverse Alumni in Marketing and PE Operations
Take 30 minutes out of your day to learn about how one alum is making an impact after HBS. We’ll touch on their experience as a student, their career path, and personal journey since graduating. On this episode, we feature Milagros "Millie" Carter (MBA 2013), Vice... View Details
- March 2005
- Article
Short- and Long-term Demand Curves for Stocks: Theory and Evidence on the Dynamics of Arbitrage
By: Robin Greenwood
I develop a framework to analyze demand curves for multiple risky securities at extended horizons in a setting with limits-to-arbitrage. Following an unexpected change in uninformed investor demand for several assets, I predict returns of each security to be... View Details
Keywords: Limits To Arbitrage; Event Studies; Demand Curves; Portfolio Choice; Framework; Demand and Consumers; Change; Risk and Uncertainty; Debt Securities; Forecasting and Prediction; Stocks; Assets; Investment Portfolio; System Shocks; Price; Japan
Greenwood, Robin. "Short- and Long-term Demand Curves for Stocks: Theory and Evidence on the Dynamics of Arbitrage." Journal of Financial Economics 75, no. 3 (March 2005): 607–649.
- 06 May 2015
- Research & Ideas
A Flood of Picassos Threatens to Water Down the Art Market
houses and art dealers. “From a business school point of view, there's a contradiction where the art market seems illogical or strange because it turns on its head some of the rules of competition” "One of the things people try to do... View Details
- 30 Jun 2009
- Research Event
Business Summit: The Role of Business Leaders in Sustaining Market Capitalism
Editor's Note: This is a summary of an HBS Business Summit presentation. View a full summary and video of the event on the HBS Centennial Web site linked below. Date of Event: October 14, 2008 Moderators: Joseph L. Bower, HBS facultyDavid... View Details
Keywords: Re: Multiple Faculty
- November 2014 (Revised February 2016)
- Case
DoubleDutch
By: Frank V. Cespedes and Matthew G. Preble
Lawrence Coburn and Pankaj Prasad, co-founders of the event solution startup DoubleDutch, have to make a significant decision about their young company's sales function. DoubleDutch's key product was a mobile application (app) and event management platform that... View Details
Keywords: Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Sales Force Management; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia
Cespedes, Frank V., and Matthew G. Preble. "DoubleDutch." Harvard Business School Case 815-044, November 2014. (Revised February 2016.)