Publications

June 2020
Teaching Note

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery and David Fubini

Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

propositions represents a market test and signal of what consumers want. Q: Consumer marketing appears to be drifting away from mass market advertising to more View Details

Keywords: by Sean Silverthorne

10 Dec 2013
Working Paper Summaries

Information and Incentives in Online Affiliate Marketing

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

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

marketing. "That day, Maria's life changed forever, and so did mine," says Max Eisenbud, her agent at sports agency IMG, as quoted in the recent Harvard Business School case "Maria Sharapova: Marketing a Champion."... View Details

Keywords: by Sarah Jane Gilbert; Sports

July 2023
Case

DayTwo: Going to Market with Gut Microbiome (Abridged)

By: Ayelet Israeli

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

Keywords: Business Startups; AI and Machine Learning; Nutrition; Market Entry and Exit; Product Marketing; Distribution Channels

18 Jul 2005
Research & Ideas

Identify Emerging Market Opportunities

executives need to figure out how the product, labor, and capital markets work—and don't work—in their target countries. This will help them understand the differences between home View Details

Keywords: by Tarun Khanna, Krishna G. Palepu & Jayant Sinha

August 2024
Article

The Labor Market Effects of Loan Guarantee Programs

By: Jean-Noël Barrot, Thorsten Martin, Julien Sauvagnat and Boris Vallée

We investigate the labor market effects of a loan guarantee program targeting French SMEs during the financial crisis. Exploiting differences in regional treatment intensity in a border discontinuity design, we uncover a central trade-off for such interventions. While... View Details

Keywords: Labor; Financial Crisis; Policy; France

06 Dec 2010
Sharpening Your Skills

Sharpening Your Skills: Doing Business in Emerging Markets

emerging economies? What are the best ways to leverage local resources? How Do I Identify Opportunities In Emerging Markets? Strategy and Execution for Emerging Markets How can multinationals, entrepreneurs, and investors identify and... View Details

March 2022
Case

DealShare: Social E-Commerce for the Indian Mass Market

By: Krishna G. Palepu and Malini Sen

Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to... View Details

Keywords: Business Model; Disruption; Trends; Talent and Talent Management; Customer Focus and Relationships; Value; Cost vs Benefits; Value Creation; Internet and the Web; India

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

Harvard Business Publishing has released new toolkits to help managers make key marketing decisions on market analysis, breakeven analysis, customer lifetime value, profit and pricing, and analyzing the... View Details

Keywords: by Sarah Jane Gilbert

September 2016
Article

Whitened Résumés: Race and Self-Presentation in the Labor Market

By: Sonia K. Kang, K. A. DeCelles, András Tilcsik and Sora Jun

Using interviews, a laboratory experiment, and a résumé audit study, we examine racial minorities’ attempts to avoid anticipated discrimination in labor markets by concealing or downplaying racial cues in job applications, a practice known as "résumé whitening."... View Details

Keywords: Prejudice and Bias; Selection and Staffing; Job Search; Race

Find at Harvard

26 Aug 2019
Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

Instagram and YouTube. In the competition for the consumer’s attention, influencers are winning with pretty packages of photos and videos, as consumers increasingly reject more traditional forms of marketing like TV commercials and... View Details

Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics

17 Jan 2008
Research & Ideas

If Marketing Experts Ran Elections

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.For all the... View Details

Keywords: by John A. Quelch

March 2023
Article

Learning to Successfully Hire in Online Labor Markets

By: Marios Kokkodis and Sam Ransbotham

Hiring in online labor markets involves considerable uncertainty: which hiring choices are more likely to yield successful outcomes and how do employers adjust their hiring behaviors to make such choices? We argue that employers will initially explore the value of... View Details

Keywords: Selection and Staffing; Analysis; Decision Choices and Conditions

Find at Harvard

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

Read Now

September 2020 (Revised July 2022)
Exercise

Artea (B): Including Customer-Level Demographic Data

By: Eva Ascarza and Ayelet Israeli

This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details

Keywords: Targeting; Algorithmic Bias; Race; Gender; Marketing; Diversity; Customer Relationship Management; Demographics; Prejudice and Bias; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States

September 2019 (Revised June 2020)
Case

Othellonia: Growing a Mobile Game

By: Eva Ascarza, Tomomichi Amano and Sunil Gupta

In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization. View Details

Keywords: Targeting; Retention/churn; Freemium; Monetization; Customer Relationship Management; Games, Gaming, and Gambling; Mobile and Wireless Technology; Growth and Development Strategy; Marketing; Customers; Marketing Strategy; Retention; Acquisition; Entertainment and Recreation Industry; Japan

November 2020 (Revised September 2021)
Case

HP Instant Ink: (Self) Disrupting the Consumer Printing Market

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and George Gonzalez

Seeking to disrupt the consumer printing market (before being disrupted by others), and in response to customer pain points, in 2013 HP Inc. launched an ink replenishment service called Instant Ink, where customers pay a monthly subscription fee based on the number of... View Details

Keywords: Printing; Ink; Subscription Model; Customers; Information Infrastructure; Service Delivery; Business Model; Disruption; Growth and Development Strategy