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  • 10 Dec 2008
  • Working Paper Summaries

Market Reaction to the Adoption of IFRS in Europe

Keywords: by Christopher S. Armstrong, Mary E. Barth, Alan D. Jagolinzer & Edward J. Riedl; Banking
  • winter 2001
  • Article

Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
Keywords: Customers; Perception; Advertising
Related
  • May 2003 (Revised October 2003)
  • Case

BEA Systems, Inc.: Constant Reinvention to Cope with Market Waves

Developed in 1995 as a specialist software vendor, BEA Systems, Inc. had already transformed itself twice from a transaction processing product company to a server application provider. By July 2002, it had become the fastest company in history to reach $1 billion in... View Details
Keywords: Organizational Change and Adaptation; Digital Platforms; Business Growth and Maturation; Management Practices and Processes; Applications and Software; Entrepreneurship; Organizational Culture; Web Services Industry; Information Technology Industry
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  • 30 May 2000
  • Research & Ideas

Market Makers Bid for Success

see more techno-geeks. But technology's just a tool to use to build your business. It's not an end in and of itself. Meakem: I agree. It's all about applied technology in an economic context. The people who tend to be leaders in the View Details
Keywords: by Staff; Web Services; Technology
  • 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
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  • Web

Marketing AI Guidelines | About

more. New uses are emerging every day. The marketing community across Harvard Business School (HBS) can benefit from the applications of AI, and several groups have already begun to use it in their... View Details
  • 2019
  • Working Paper

The Wisdom of Crowds in Operations: Forecasting Using Prediction Markets

By: Achal Bassamboo, Ruomeng Cui and Antonio Moreno
Prediction is an important activity in various business processes, but it becomes difficult when historical information is not available, such as forecasting demand of a new product. One approach that can be applied in such situations is to crowdsource opinions from... View Details
Keywords: Wisdom Of Crowds; Demand Forecasting; Price Forecasting; Forecasting and Prediction; Social and Collaborative Networks; Size; Performance
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  • May 2008
  • Case

Sensors Unlimited: Bringing InGaAs Technology to the Market

By: Willy C. Shih
Sensors Unlimited was a small start-up in short-wavelength infrared imaging. Its learning base came out of Bell Labs, RCA's Sarnoff Lab, and the Rockwell Science Center, and as it built its capabilities and ventured into new application areas, it discovered a “killer... View Details
Keywords: Applied Optics; Mergers and Acquisitions; Business Startups; Growth and Development Strategy; Science-Based Business; Commercialization; Aerospace Industry; Technology Industry
Related
  • 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
Related
  • Web

Program for Research in Markets & Organizations - Doctoral

Program for Research in Markets & Organizations Explore Summer Research at HBS A 10-week program for undergraduates who wish to work closely with Harvard Business School faculty on research projects on topics ranging from business... View Details
  • 22 Jun 2017
  • News

ShotSpotter: A Gunfire Detection Business Looks for a New Market

  • 29 Apr 2013
  • Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

touchdown—a climactic capper on one of the most exciting college football games ever. The play put BC on the map for college aspirants. In two years, applications had shot up 30 percent. Ever since, View Details
Keywords: by Sean Silverthorne; Education; Advertising; Sports
  • 05 Jul 2006
  • Working Paper Summaries

A Survey-Based Procedure for Measuring Uncertainty or Heterogeneous Preferences in Markets

Keywords: by Pai-Ling Yin; Technology; Web Services
  • November 2005
  • Article

A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm

By: Fred W. Mast and Gerald Zaltman
Keywords: Behavior; Markets; Standards
Related
  • 24 Jul 2014
  • Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

preferred applications and how can you expand upon it? Creating a content marketing strategy is an ongoing process that will evolve with the goals of your HR department, and essentially your firm. View Details
  • Fast Answer

Market trends, opportunities in advanced technology fields

Where to begin when looking for market trends, opportunities, leading players in certain technology fields? You may begin with the following:  BCC Research - Reports on major economic, scientific, and technological developments... 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!... View Details
  • March 2018
  • Case

TrustSphere: Building a Market for Relationship Analytics

By: Boris Groysberg and Katherine Connolly Baden
Manish Goel was the CEO of TrustSphere, a seven-year-old company in the data analytics industry that focused squarely on relationship analytics, a space in which TrustSphere was pioneering a unique technology and solutions in the areas of sales, risk, and people... View Details
Keywords: Data Analytics; People Analytics; Talent Management; Human Resources; Networks; Relationships; Analysis; Employee Relationship Management; Core Relationships; Applications and Software; Communication; Technology Industry; Singapore
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  • 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
Related
  • 26 Jul 2006
  • Research & Ideas

The Strategic Way to Go to Market

Business School marketing professor V. Kasturi "Kash" Rangan in his new book, Transforming Your Go-to-Market Strategy. The auto industry, he says, is a stark example of why go-to-market strategies need high-level attention and... View Details
Keywords: by Sean Silverthorne