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  • April 2021
  • Background Note

HEAD vs. LEAD: Disruptions Originating at the High- vs. Low-End of the Market

By: Elie Ofek, Olivier Toubia and Didier Toubia
Twenty five years after it was initially proposed, Clay Christensen’s theory of disruptive innovation continues to be a major reference for entrepreneurs, corporate innovators, and investors. However, the term “disruptive innovation” is often used in ways and contexts... View Details
Keywords: Market Entry; New Product Management; Targeting; Disruptive Innovation; Market Entry and Exit; Entrepreneurship; Product; Management; Innovation Strategy; Technology
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Ofek, Elie, Olivier Toubia, and Didier Toubia. "HEAD vs. LEAD: Disruptions Originating at the High- vs. Low-End of the Market." Harvard Business School Background Note 521-104, April 2021.
  • December 2009
  • Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details
Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry
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Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
  • February 2010
  • Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery
Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details
Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales
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Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Market Size and Market Share Analysis." Harvard Business School Background Note 510-081, February 2010.
  • July 2016 (Revised October 2016)
  • Case

Entrepreneurial Sales and Marketing Vignettes

By: Mark Roberge and Frank Cespedes
Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Early stage founders, sales leaders, and marketing executives often face one, and... View Details
Keywords: Entrepreneurial Marketing; Entrepreneurial Sales; Business Startups; Talent; Talent Management; Growth Management; Marketing Communications; Social Marketing; Salesforce Management; Pricing; Sales; Marketing
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Roberge, Mark, and Frank Cespedes. "Entrepreneurial Sales and Marketing Vignettes." Harvard Business School Case 817-010, July 2016. (Revised October 2016.)
  • 2023
  • Chapter

Marketing Through the Machine’s Eyes: Image Analytics and Interpretability

By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
Keywords: Transparency; Marketing Research; Algorithmic Bias; AI and Machine Learning; Marketing
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Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia, 217–238. Review of Marketing Research. Emerald Publishing Limited, 2023.
  • 2022
  • Working Paper

Stock Market Stimulus

By: Robin Greenwood, Toomas Laarits and Jeffrey Wurgler
We study the stock market effects of the arrival of the three rounds of “stimulus checks” to U.S. taxpayers and the single round of direct payments to Hong Kong citizens. The first two rounds of U.S. checks appear to have increased retail buying and share prices of... View Details
Keywords: Stock Market; COVID-19 Pandemic; Fiscal Stimulus; Stimulus Payments; Impact; Stocks; System Shocks; Price; Spending; United States; Hong Kong; China
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Greenwood, Robin, Toomas Laarits, and Jeffrey Wurgler. "Stock Market Stimulus." NBER Working Paper Series, No. 29827, March 2022. (Revised November 2022.)
  • 2021
  • Working Paper

Closing Costs, Refinancing, and Inefficiencies in the Mortgage Market

By: David Hao Zhang
In the US, borrowers often finance the price of mortgage origination by agreeing to higher mortgage rates for a given principal amount. I show that for standard fixed-rate, prepayable mortgages this contractual feature has two consequences. First, it leads to increased... View Details
Keywords: Mortgage Market; Refinancing; Mortgages; Consumer Behavior
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Zhang, David Hao. "Closing Costs, Refinancing, and Inefficiencies in the Mortgage Market." Working Paper, November 2021. (Job Market Paper.)
  • 2024
  • Working Paper

Deregulation, Market Power, and Prices: Evidence from the Electricity Sector

By: Alexander MacKay and Ignacia Mercadal
We construct a novel dataset on electricity generation, wholesale transactions, and retail sales to assess the shift from cost-of-service regulation to deregulated, market-based prices in the context of the U.S. electricity sector. Consistent with earlier studies, we... View Details
Keywords: Deregulation; Market Power; Markups; Prices; Electricity; Energy; Markets; Governing Rules, Regulations, and Reforms; Price; Utilities Industry
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MacKay, Alexander, and Ignacia Mercadal. "Do Markets Reduce Prices? Evidence from the Electricity Sector." Harvard Business School Working Paper, No. 21-095, February 2021. (Revised March 2024. Direct download.)
  • 20 Oct 2011
  • Research & Ideas

Getting the Marketing Mix Right

Businesses rely on solid marketing strategies to boost sales—yet the tools used to evaluate these strategies often provide misleading results, leaving managers with the... View Details
Keywords: by Dina Gerdeman
  • January 2019
  • Case

Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
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Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
  • Article

Targeting Weather Insurance Markets

By: Anita Mukherjee, Shawn Cole and Jeremy Tobacman
The suitability of insurance products often depends greatly on individual circumstances. This paper examines the challenges of heterogeneity in a relatively new product, weather‐indexed insurance. This index insurance product has been launched in over a dozen... View Details
Keywords: Index Insurance; Labor Markets; Self-insurance; Self-protection; Weather; Insurance; Markets; Household; Risk Management
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Mukherjee, Anita, Shawn Cole, and Jeremy Tobacman. "Targeting Weather Insurance Markets." Journal of Risk and Insurance 88, no. 3 (September 2021): 757–784.
  • 2013
  • Chapter

Market Imperfections and Sustainable Competitive Advantage

By: Felix Oberholzer-Gee and Dennis Yao
This chapter reviews the main theories in strategic management that seek to explain persistent differences in profitability across companies. We argue that these differences are ultimately explained by market imperfections. Studying differences in financial performance... View Details
Keywords: Strategic Management; Market Imperfections; Five Forces Framework; Competitive Advantage; Profit
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Oberholzer-Gee, Felix, and Dennis Yao. "Market Imperfections and Sustainable Competitive Advantage." Chap. 12 in Oxford Handbook of Managerial Economics, by Christopher R. Thomas and William F. Shughart II, 262–277. Oxford University Press, 2013.
  • March 2012 (Revised February 2013)
  • Background Note

The Hybrid Vehicle Market

By: Michael W. Toffel and Nazli Z. Uludere Aragon
This note describes the hybrid electic vehicle market, the results of different automaker strategies, and the environmental regulatory issues that can promote or inhibit market growth in the United States. Introduces students to the technologies and regulatory aspects... View Details
Keywords: Competitive Strategy; Environmental Sustainability; Product Development; Information Technology; Governing Rules, Regulations, and Reforms; Auto Industry; Manufacturing Industry; Japan; United States
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Toffel, Michael W., and Nazli Z. Uludere Aragon. "The Hybrid Vehicle Market." Harvard Business School Background Note 612-084, March 2012. (Revised February 2013.)
  • February 5, 2009
  • Comment

In Praise of Marketing

By: John A. Quelch
Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details
Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning
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Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
  • November 2016
  • Case

QuintilesIMS: Biosimilar Marketing in England

By: John A. Quelch and Emily C. Boudreau
QuintilesIMS was a leading healthcare consulting firm best known for its data and information offerings as well as its market research and management consulting services for life science companies. By 2015, the company was expanding beyond the biopharmaceutical... View Details
Keywords: Health; Pharmaceutical Industry; Biotech; Marketing; Health Care and Treatment; Biotechnology Industry; England
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Quelch, John A., and Emily C. Boudreau. "QuintilesIMS: Biosimilar Marketing in England." Harvard Business School Case 517-054, November 2016.
  • Article

The Marketing Gearbox

By: Frank V. Cespedes
Keywords: Marketing
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Cespedes, Frank V. "The Marketing Gearbox." Strategy & Business, no. 3 (Second Quarter 1996): 22–39.
  • June 2017 (Revised July 2020)
  • Teaching Note

Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'

By: Robert J. Dolan
Teaching Note for HBS No. 517-042. View Details
Keywords: Marketing; Commercials; Mattress
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Dolan, Robert J. "Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'." Harvard Business School Teaching Note 517-130, June 2017. (Revised July 2020.)
  • October 2007
  • Article

The Art of Designing Markets

By: Alvin E. Roth
Traditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by... View Details
Keywords: Market Design; Market Participation; Market Transactions; Information Technology; Internet and the Web
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Roth, Alvin E. "The Art of Designing Markets." Harvard Business Review 85, no. 10 (October 2007): 118–126.
  • November 2006 (Revised December 2012)
  • Background Note

Strategies Beyond the Market

By: Felix Oberholzer-Gee and Dennis Yao
Strategists are not alone in finding failing markets irresistible. Governments and social groups ranging from unions to the World Wildlife Fund also respond to market failures. Governments typically seek to fix failing markets, often with prescriptions of what... View Details
Keywords: Markets; Failure; Strategy; Situation or Environment; Social Issues; Government and Politics; Corporate Social Responsibility and Impact
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Oberholzer-Gee, Felix, and Dennis Yao. "Strategies Beyond the Market." Harvard Business School Background Note 707-469, November 2006. (Revised December 2012.)
  • 2010
  • Working Paper

The Job Market for New Economists: A Market Design Perspective

By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried
This paper provides an overview of the market for new Ph.D. economists. It describes the role of the American Economic Association (AEA) in the market and focuses in particular on two mechanisms adopted in recent years at the suggestion of our committee. First, job... View Details
Keywords: Cost Management; Information; Surveys; Jobs and Positions; Job Interviews; Job Search; Emerging Markets; Digital Platforms; Service Operations; Internet and the Web
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Coles, Peter A., John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth, and John J. Siegfried. "The Job Market for New Economists: A Market Design Perspective." Harvard Business School Working Paper, No. 10-096, May 2010.
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