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  • August 2004 (Revised February 2006)
  • Case

Marketing James Patterson

By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
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Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
  • 15 Nov 2018
  • Book

Can the Global Food Industry Overcome Public Distrust?

levels a blistering attack on food companies that put profit ahead of public good. “You really have discouraged me in trying to find a glimmer of hope for the future,” Goldberg laments to Nestle at one point. But Goldberg’s outlook... View Details
Keywords: by Sean Silverthorne; Agriculture & Agribusiness
  • 11 Apr 2013
  • Working Paper Summaries

Managers and Market Capitalism

Keywords: by Rebecca Henderson & Karthik Ramanna
  • 16 Jan 2012
  • Research & Ideas

Private Meetings of Public Companies Thwart Disclosure Rules

In the fall of, the US Securities and Exchange Commission issued a new rule meant to combat the problem of selective disclosure among public companies and their favorite investors. Regulation Fair Disclosure (Reg FD) mandated that any... View Details
Keywords: by Carmen Nobel; Financial Services
  • Research Summary

Marketing and Advertising and Society

By: Stephen A. Greyser
Stephen A. Greyser is continuing to write on and conduct research into the role of marketing and advertising in society. He analyzed in 'Marketing and Public Policy' the evolution of legal and consumer-based issues over recent decades and, for a Stanford University... View Details
  • March 1996
  • Case

Erox Corporation: Leverage Marketing

Erox Corp. is a biotechnology start-up that creates products containing synthetic human pheromones. It was founded in 1989, went public in 1993, and brought in a turnaround team in 1994. Sales ramped from $110,000 in 1993 to over $1 million in 1994, with prospects for... View Details
Keywords: Marketing Communications; Entrepreneurship; Biotechnology Industry
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Kosnik, Thomas J. "Erox Corporation: Leverage Marketing." Harvard Business School Case 596-046, March 1996.
  • Article

An Invitation to Market Design

By: Scott Duke Kominers, Alexander Teytelboym and Vincent P. Crawford
Market design seeks to translate economic theory and analysis into practical solutions to real-world problems. By redesigning both the rules that guide market transactions and the infrastructure that enables those transactions to take place, market designers can... View Details
Keywords: Matching; Trading; Scrip; Liquidity; Efficiency; Equity; Allocation Rules; Marketplaces; Market Design; Marketplace Matching; Auctions
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Kominers, Scott Duke, Alexander Teytelboym, and Vincent P. Crawford. "An Invitation to Market Design." Oxford Review of Economic Policy 33, no. 4 (Winter 2017): 541–571.
  • 25 May 2016
  • Research & Ideas

How Consumers and Businesses are Reshaping Public Health

Editor's note. In the United States, a primary provider of health care is through employers. "Every corporation is a player in public health," writes John A. Quelch in a new book of case studies, Consumers, Corporations, and... View Details
Keywords: by John A. Quelch; Health
  • Research Summary

Institutions and Markets

Alexander Dyck's academic articles, case studies and course development show how incentive policies, ownership structures, regulatory agencies and corporate governance institutions determine whether hopes for value creation through private sector expansion will be met.... View Details
  • 06 Feb 2006
  • What Do You Think?

Should CEOs of Public Companies Offer Earnings Guidance?

practice of providing detailed information about the company's "quarterly standings, stock prices, new acquisitions, etc.," concludes that "anyone who has stock or investments in a public company should be privileged to... View Details
Keywords: by James Heskett; Financial Services
  • 11 Feb 2008
  • Research & Ideas

Does Democracy Need a Marketing Manager?

from ready for online voting. We can't even manage to cast and count votes accurately with the new electronic technologies. Q: In the United States it seems the public has a very low opinion of the federal government. Can government View Details
Keywords: by Sean Silverthorne
  • 2019
  • Working Paper

Does Public Ownership and Accountability Increase Diversity? Evidence from IPOs

By: Rembrand Koning and John-Paul Ferguson
Does public ownership improve employment diversity? Organizational researchers theorize that increased transparency to regulators and the public should lead firms to conform to legal and social norms—but that social closure and decoupling should preserve the status... View Details
Keywords: IPO; Initial Public Offering; Employees; Diversity; Gender; Race; Entrepreneurship; United States
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Koning, Rembrand, and John-Paul Ferguson. "Does Public Ownership and Accountability Increase Diversity? Evidence from IPOs." Harvard Business School Working Paper, No. 19-071, January 2019.
  • 2016
  • Working Paper

College Tuition, Public Finance and New Business Starts

By: Gareth Olds
A growing public discourse cites the rising cost of education and student debt overhang as a contributor to slow economic growth. A parallel discussion explores the causes of the secular decline in business dynamism and entrepreneurship rates in the United States over... View Details
Keywords: Cost; Higher Education; Entrepreneurship
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Olds, Gareth. "College Tuition, Public Finance and New Business Starts." Harvard Business School Working Paper, No. 16-145, June 2016.
  • December 2001 (Revised February 2004)
  • Case

Aviation Security after September 11th: Public or Private?

Was the public or the private sector best positioned to provide security and baggage screening services? The suicide attacks on the World Trade Center and the Pentagon, and the plane crash outside Pittsburgh, marked September 11, 2001, as the date of the most severe... View Details
Keywords: Private Ownership; National Security; Air Transportation; State Ownership; Air Transportation Industry; United States
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Dyck, Alexander, and Mehmet Beceren. "Aviation Security after September 11th: Public or Private?" Harvard Business School Case 702-021, December 2001. (Revised February 2004.)
  • January 2023 (Revised August 2023)
  • Case

Veeva Systems and the Transformation to a Public Benefit Corporation

By: Ranjay Gulati and Allison M. Ciechanover
Peter Gassner, the co-founder and CEO of Veeva Systems, steered the company through rapid scaling from its launch in 2007 to 2022. Year after year, the company had exceeded expectations, with its market capitalization reaching $50 billion at its peak. By 2022, the... View Details
Keywords: Transformation; Corporate Governance; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Information Technology Industry; Technology Industry; United States; California
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Gulati, Ranjay, and Allison M. Ciechanover. "Veeva Systems and the Transformation to a Public Benefit Corporation." Harvard Business School Case 423-045, January 2023. (Revised August 2023.)
  • 2024
  • Article

Half the Firms, Double the Profits: Public Firms' Transformation, 1996–2022

By: Mark J. Roe and Charles C.Y. Wang
The number of public firms in the United States has halved since the beginning of the twenty-first century, causing consternation among corporate and securities law regulators. The dominant explanations, often advanced by Securities and Exchange commissioners when... View Details
Keywords: Corporate Law; Securities Regulation; Sarbanes-Oxley Act; Concentration Levels; Antitrust; Initial Public Offering; Public Ownership; Private Equity; Venture Capital; Mergers and Acquisitions; Monopoly; United States
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Roe, Mark J., and Charles C.Y. Wang. "Half the Firms, Double the Profits: Public Firms' Transformation, 1996–2022." Journal of Law, Finance, and Accounting 8, no. 2 (2024): 211–264.
  • March 2009 (Revised October 2009)
  • Case

CalPERS' Emerging Equity Markets Principles

By: Robert G. Eccles and Aldo Sesia
The California Public Employees' Retirement System (CaIPERS)—the largest public pension fund in the U.S.—had adopted a new principles-based approach to investing in emerging market equities in November 2007. Previously, CalPERS internal and external money managers were... View Details
Keywords: Values and Beliefs; Investment Return; Investment Funds; Investment Portfolio; Emerging Markets; Corporate Social Responsibility and Impact; Value; Public Administration Industry; Public Administration Industry; China; California
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Eccles, Robert G., and Aldo Sesia. "CalPERS' Emerging Equity Markets Principles." Harvard Business School Case 409-054, March 2009. (Revised October 2009.)
  • May 2023
  • Course Overview Note

Space: Public and Commercial Economics (SPACE)

By: Matthew C. Weinzierl
SPACE is a course with two goals: to use the tools of economics to better understand the rapidly evolving space sector, and to train the next generation of commercial space leaders. We pursue these goals through a systematic study of the growing space economy,... View Details
Keywords: Industry Growth; Aerospace Industry
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Weinzierl, Matthew C. "Space: Public and Commercial Economics (SPACE)." Harvard Business School Course Overview Note 723-062, May 2023.
  • 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; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
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Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (B): Considering Entry into the Kenyan Beer Market." Harvard Business School Supplement 720-391, September 2019.
  • 2024
  • Working Paper

Public Sector SME Grading System in Emerging Markets: A Focus on Nigeria

By: Saveshen Pillay, Anywhere Sikochi, Charles Odii, Zaakirah Ismail, Regina Bamaiyi and Denise Mubaiwa
In this paper, we explore the impact of creating a public sector nano, micro, small and medium enterprise (nMSME) grading system in Nigeria. Using insights from work with the Nigerian government, the first country in Africa to attempt to establish a public sector SME... View Details
Keywords: Small Business; Economic Growth; Emerging Markets; Economic Sectors; Africa; Nigeria
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Pillay, Saveshen, Anywhere Sikochi, Charles Odii, Zaakirah Ismail, Regina Bamaiyi, and Denise Mubaiwa. "Public Sector SME Grading System in Emerging Markets: A Focus on Nigeria." Working Paper, October 2024.
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