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Show Results For
- All HBS Web
(1,339)
- People (4)
- News (201)
- Research (807)
- Events (8)
- Multimedia (1)
- Faculty Publications (382)
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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
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.
- 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
- 05 Jul 2006
- Working Paper Summaries
A Survey-Based Procedure for Measuring Uncertainty or Heterogeneous Preferences in Markets
- 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
- 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
Mast, Fred W., and Gerald Zaltman. "A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm." Brain Research Bulletin 67, no. 5 (November 2005): 422–427.
- 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
Groysberg, Boris, and Katherine Connolly Baden. "TrustSphere: Building a Market for Relationship Analytics." Harvard Business School Case 418-070, March 2018.
- February 2021 (Revised March 2022)
- Case
Marvin: A Personalized Telehealth Approach to Mental Health
By: Regina E. Herzlinger, Eshani Sharma, Andrew Nguyen, Thomas Arsenault, Carin-Isabel Knoop and Julia Kelley
More than one third of Americans were said to suffer some type of behavioral health ailment at some point in their lifetime, with many people requiring chronic therapy or intervention. Despite significant clinical needs, access to reliable treatment has been difficult... View Details
Keywords: Mental Health; Applications; Startup Management; Telehealth; Health Care Entrepreneurship; Health ＆ Wellness; Health Care; Health Care and Treatment; Customization and Personalization; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Applications and Software
Herzlinger, Regina E., Eshani Sharma, Andrew Nguyen, Thomas Arsenault, Carin-Isabel Knoop, and Julia Kelley. "Marvin: A Personalized Telehealth Approach to Mental Health." Harvard Business School Case 321-127, February 2021. (Revised March 2022.)
- 2003
- Book
The Slow Pace of Fast Change: Bringing Innovations to Market in a Connected World
By: Bhaskar Chakravorti
Innovation's encounter with the market results in a game of both high risk and high stakes. Often its outcome defies common sense: Superior new products flop, unlikely ideas become runaway hits, and—despite rapid technological advances and intense... View Details
- November–December 2023
- Article
Look the Part? The Role of Profile Pictures in Online Labor Markets
By: Isamar Troncoso and Lan Luo
Profile pictures are a key component of many freelancing platforms, a design choice that can impact hiring and matching outcomes. In this paper, we examine how appearance-based perceptions of a freelancer’s fit for the job (i.e., whether a freelancer "looks the part"... View Details
Keywords: Freelancers; Gig Workers; Demographics; Prejudice and Bias; Selection and Staffing; Jobs and Positions; Analytics and Data Science
Troncoso, Isamar, and Lan Luo. "Look the Part? The Role of Profile Pictures in Online Labor Markets." Marketing Science 42, no. 6 (November–December 2023): 1080–1100.
- 20 Jul 2009
- Research & Ideas
Markets or Communities? The Best Ways to Manage Outside Innovation
represented by firms like Threadless.com and TopCoder.com, which have figured out how to use markets and communities concurrently. Q: Apple's iPhone, which provides a platform and a large potential market... View Details
- Article
Why Do Intermediaries Divert Search?
By: Andrei Hagiu and Bruno Jullien
We analyze the incentives to divert search for an information intermediary who enables buyers (consumers) to search affiliated sellers (stores). We identify two original motives for diverting search (i.e., inducing consumers to search more than they would like): 1)... View Details
Keywords: Market Intermediation; Search; Two-Sided Markets; Platform Design; Demand and Consumers; Motivation and Incentives; Internet and the Web; Digital Platforms; Distribution Channels; Business Strategy; Retail Industry
Hagiu, Andrei, and Bruno Jullien. "Why Do Intermediaries Divert Search?" RAND Journal of Economics 42, no. 2 (Summer 2011): 337–362. (2012 Winner for Best Paper on Competition Economics, Association of Competition Economics.)
- Working Paper
Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry
By: Dominika Kinga Randle and Gary P. Pisano
An enduring trait of modern corporations is their propensity to diversify into multiple lines of business. Penrosian theories conceptualize diversification as a strategy to exploit a firm’s fungible, yet “untradeable,” resources and point to redeployment of... View Details
Keywords: Growth and Development Strategy; Technology Adoption; Diversification; Market Entry and Exit; Transformation
Randle, Dominika Kinga, and Gary P. Pisano. "Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry." Harvard Business School Working Paper, No. 23-032, December 2022.
- September 2016 (Revised February 2017)
- Case
ZenRecruit: Sales Coaching and Performance Reviews
By: Mark Roberge
Amara Kaggwa leads the small but rapidly expanding sales team at ZenRecruit, a recruiting software application used by small businesses. Armed with six months of sales performance metrics, Kaggwa is preparing for her monthly performance conversations with two... View Details
Keywords: Entrepreneurial Marketing; Entrepreneurial Sales; Entrepreneurial Sales And Marketing; Marketing; Entrepreneurship; Sales
Roberge, Mark. "ZenRecruit: Sales Coaching and Performance Reviews." Harvard Business School Case 817-041, September 2016. (Revised February 2017.)
- November 2019 (Revised December 2020)
- Case
Grupo Éxito: Facing Colombia's Competitive Grocery Retail Industry
By: José B. Alvarez, Carla Larangeira, Jenyfeer Martinez Buitrago and Miguel Diaz Moreno
Grupo Éxito, a leading South American retailer, faced declining market shares in Colombia in 2019 with the arrival of low-cost competitors and emerging digital trends. Originally founded in Medellín, Éxito had over the course of its seventy-year history evolved from a... View Details
Keywords: Grocery; Market Share; Information Technology; Trends; Competitive Strategy; Retail Industry; Colombia; Latin America
Alvarez, José B., Carla Larangeira, Jenyfeer Martinez Buitrago, and Miguel Diaz Moreno. "Grupo Éxito: Facing Colombia's Competitive Grocery Retail Industry." Harvard Business School Case 520-043, November 2019. (Revised December 2020.)
- February 2024
- Article
Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry
By: Dominika Kinga Randle and Gary P. Pisano
An enduring trait of modern corporations is their propensity to diversify into multiple lines of business. Penrosian theories conceptualize diversification as a strategy to exploit a firm’s fungible, yet “untradeable”, resources and point to redeployment of... View Details
Randle, Dominika Kinga, and Gary P. Pisano. "Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry." Special Issue on Knowledge Resources and Heterogeneity of Entrants within and across Industries. Industrial and Corporate Change 33, no. 1 (February 2024): 238–252.
- May 2009
- Teaching Note
F-Secure Corporation: Software as a Service (SaaS) in the Security Solutions Market (TN)
By: Lynda M. Applegate, Robert D. Austin, Kalle Lyytinen, Esko Penttinen and Timo Saarinen
Teaching Note for [809099]. View Details
- 2018
- Article
Threat of Platform-Owner Entry and Complementor Responses: Evidence from the Mobile App Market
By: Wen Wen and Feng Zhu
We examine how app developers on the Android mobile platform adjust their innovation efforts (rate and direction) and value-capture strategies in response to Google’s entry threat and actual entry into their markets. We find that, after Google’s entry threat increases,... View Details
Keywords: Platform-owner Entry; Entry Threat; Innovation; Complementors; Mobile App Industry; Digital Platforms; Mobile and Wireless Technology; Market Entry and Exit; Price; Innovation and Invention; Applications and Software
Wen, Wen, and Feng Zhu. "Threat of Platform-Owner Entry and Complementor Responses: Evidence from the Mobile App Market." Strategic Management Journal 40, no. 9 (September 2019): 1336–1367.
- June 2014
- Supplement
Harley-Davidson in India (B)
By: Krishna Palepu and David Lane
This case examines how Harley-Davidson has worked to globalize its business by focusing on how CEO Matt Levatich and India country manager Anoop Prakash assess and act on the opportunities and challenges posed by entering the Indian market, and where and how the... View Details
Palepu, Krishna, and David Lane. "Harley-Davidson in India (B)." Harvard Business School Supplement 114-044, June 2014.
- June 2014
- Case
Harley-Davidson in India (A)
By: Krishna Palepu and David Lane
This case examines how Harley-Davidson has worked to globalize its business by focusing on how CEO Matt Levatich and India country manager Anoop Prakash assess and act on the opportunities and challenges posed by entering the Indian market, and where and how the... View Details
Palepu, Krishna, and David Lane. "Harley-Davidson in India (A)." Harvard Business School Case 114-043, June 2014.
- September–October 2013
- Article
The Dynamic Advertising Effect of Collegiate Athletics
By: Doug J. Chung
I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details
Keywords: Choice Modeling; Entertainment Marketing; Heterogeneity; Panel Data; Structural Modeling; Rights; Analytics and Data Science; Higher Education; Ethics; Consumer Behavior; Advertising; Sports; Advertising Industry; Education Industry
Chung, Doug J. "The Dynamic Advertising Effect of Collegiate Athletics." Marketing Science 32, no. 5 (September–October 2013): 679–698. (Lead article. Featured in HBS Working Knowledge.)