Publications

August 1986 (Revised May 1993)
Case

Rohm and Haas (A): New Product Marketing Strategy

By: V. Kasturi Rangan and Lesley Susan

Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Distribution; Performance; Sales

10 Dec 2013
Working Paper Summaries

Information and Incentives in Online Affiliate Marketing

Keywords: by Benjamin G. Edelman & Wesley Brandi; Publishing; Technology

Research Summary

Drivers of market entry

In this paper, I look at the selection of markets for entry. Specifically, regulation in the US pharmaceutical industry allows generic firms to try and enter the market prior to the expiration of patents. This work aims to understand what drives market entry,... View Details

05 Feb 2009
Research & Ideas

In Praise of Marketing

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Many dismiss... View Details

Keywords: by John Quelch; Advertising

2021
Working Paper

Hunting for Talent: Firm-Driven Labor Market Search in the United States

By: Ines Black, Sharique Hasan and Rembrand Koning

This article analyzes the phenomenon of firm-driven labor market search—or outbound recruiting—where recruiters are increasingly “hunting for talent” rather than passively relying on workers to search for and apply to job vacancies. Our research methodology leverages... View Details

Keywords: Hiring; Referrals; Outbound Recruiting; Labor Markets; Selection and Staffing; Networks; Recruitment; Strategy; United States

SSRN

2024
Working Paper

Internal and External Capital Markets of Large Banks

By: Lina Lu, Marco Macchiavelli and Jonathan Wallen

Despite regulatory restrictions, large U.S. bank holding companies have sizable and dynamic internal capital markets. They raise long-term debt at the holding company and deposits at the commercial bank to internally make unsecured loans to affiliated broker-dealers.... View Details

Keywords: Banks and Banking; International Finance; Financial Markets

Research Summary

Dynamic Demand Estimation in Platform and Two-Sided Markets

This paper develops techniques to structurally estimate consumer demand in general platform-intermediated and two-sided markets. By estimating both sides of the market simultaneously, the methodology presented here is able to (1) endogenize the utility of a platform as... View Details

18 Mar 2009
Research & Ideas

Marketing After the Recession

closely to your customers and revise your market segmentation assumptions. Assess your target customers' trust in your brand. Clearly, trust in... View Details

Keywords: by John Quelch; Retail

21 Jun 2010
Research & Ideas

Strategy and Execution for Emerging Markets

humility. Multinationals want to exploit the tremendous opportunities in emerging markets, but they need to carefully evaluate the extent to which they have the local knowledge and capacity to fully exploit those opportunities. View Details

Keywords: by Martha Lagace

Article

Regulating Hospital Prices Based on Market Concentration Is Likely to Leave High-Price Hospitals Unaffected

By: Maximilian J. Pany, Michael E. Chernew and Leemore S. Dafny

Concern about high hospital prices for commercially insured patients has motivated several proposals to regulate these prices. Such proposals often limit regulations to highly concentrated hospital markets. Using a large sample of 2017 US commercial insurance claims,... View Details

Keywords: Health Care Providers; Hospitals; Insurance Market Regulation; Price Regulation; Markets; Health Care and Treatment; Cost; Quality; Insurance; Price; Governing Rules, Regulations, and Reforms

Find at Harvard

February 2019 (Revised October 2019)
Case

Extend Fertility: Conceiving the Market for Egg Preservation (A)

By: Debora L. Spar and Olivia Hull

In April 2003, entrepreneur and MBA student Christy Jones was planning a new venture to help women preserve their fertility. Her company, Extend Fertility, would commercialize a technique known as egg freezing, in which a woman’s eggs were extracted and stored at low... View Details

Keywords: Assisted Reproduction; Entrepreneur; Health And Wellness; Fertility; Infertility; Women's Health; Creating Markets; Egg Freezing; Fertility Clinic; Entrepreneurship; Strategy; Marketing Strategy

2017
Working Paper

Firm Selection and Corporate Cash Holdings

By: Juliane Begenau and Berardino Palazzo

Among stock market entrants, more firms over time are R&D intensive with initially lower profitability but higher growth potential. This sample-selection effect determines the secular trend in U.S. public firms’ cash holdings. A stylized firm industry model allows us... View Details

Keywords: Initial Public Offering; Market Entry and Exit; Supply and Industry; Research and Development

SSRN

June 2011
Supplement

Reed Supermarkets: A New Wave of Competitors, Faculty Spreadsheet (Brief Case)

By: John A. Quelch and Carole Carlson

Keywords: Market Segmentation; Marketing; Segmentation

June 2011
Supplement

Reed Supermarkets: A New Wave of Competitors, Spreadsheet Supplement (Brief Case)

By: John A. Quelch and Carole Carlson

Keywords: Market Segmentation; Marketing; Segmentation

August 2003 (Revised July 2004)
Case

Marketing at The Vanguard Group

By: John A. Quelch and Carin-Isabel Knoop

Senior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the weight placed on marketing metrics in the corporate dashboard in light... View Details

Keywords: Marketing Strategy; Segmentation

June 2024
Article

Oral History and Business History in Emerging Markets

By: Geoffrey Jones

This article describes the motivation, structure and use of the Creating Emerging Markets (CEM) oral history-based project at the Harvard Business School. The project consists of lengthy interviews with business leaders from emerging markets. By June 2024 183... View Details

Keywords: Emerging Economies; Oral History; Emerging Markets; Business History; Research

February 2021 (Revised July 2024)
Case

White Claw: Defending Market Share as Competition Encroaches

By: Jill Avery

By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details

Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Food and Beverage Industry; Food and Beverage Industry; United States

September 2019
Supplement

Keroche (B): Considering Entry into the Kenyan Beer Market

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and... View Details

Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth and Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Food and Beverage Industry; Food and Beverage Industry; Kenya; Nairobi; Africa