Publications

March 2022 (Revised April 2022)
Teaching Note

Spotify's Audio-First Strategy: Leading the Podcasting Market

By: Hong Luo and Carol Lin

Teaching Note for HBS Case No. 721-439. Within 15 years, CEO Daniel Ek had led Spotify from an ambitious startup to a multi-billion dollar company that had transformed the music industry. As part of Spotify’s next phase of growth, the platform would invest heavily in... View Details

Keywords: Business Startups; Growth and Development Strategy; Business Divisions; Customer Relationship Management; Revenue; Music Industry

February 1987 (Revised August 1988)
Case

Gillette Personal Care Division: Marketing Planning and Control

Bill Ryan, president of the Gillette Co.'s Personal Care Division, is considering changing the division's planning and control system for marketing. White Rain, the division's most recent success, had been launched by taking shortcuts through the system, while other... View Details

Keywords: Marketing; Management Systems; Consumer Products Industry; United States

Educators

06 Mar 2008
News

Marketing Can Serve Citizens as Well as Consumers

18 Nov 2016
Blog Post

CPD Global Market Update: Singapore

As a global financial hub, one of the largest ports in the world and the gateway to Southeast Asia, opportunities are abundant for MBAs in Singapore. On a recent trip there, I found a vibrant start-up scene that is not only supported by... View Details

Keywords: All Industries

March – April 2009
Article

Market Research and Innovation Strategy in a Duopoly

By: Dominique Lauga and Elie Ofek

We model a duopoly in which ex-ante identical firms must decide where to direct their innovation efforts. The firms face market uncertainty about consumers' preferences for innovation on two product attributes and technology uncertainty about the success of their R&D... View Details

Keywords: Profit; Innovation and Management; Demand and Consumers; Duopoly and Oligopoly; Research and Development; Competitive Strategy

March 2008
Article

Market Reactions to Export Subsidies

By: M. A. Desai and James R. Hines Jr.

This paper analyzes the economic impact of export subsidies by investigating stock price reactions to a critical event in 1997. On November 18, 1997, the European Union announced its intention to file a complaint before the World Trade Organization (WTO), arguing that... View Details

Keywords: Economic Systems; Trade; Development Economics; Financial Markets; Profit; Taxation; Volume; Value Creation; Market Design; Business Subsidiaries; Utilities Industry; Financial Services Industry; Europe; North and Central America

SSRN

02 Aug 2010
News

Modern Indian Art: The Birth of a Market

October 2018 (Revised February 2019)
Teaching Plan

Corruption and Business in Emerging Markets

By: Geoffrey Jones, Tarun Khanna and Nataliya Langburd Wright

Teaching Note for HBS No. 319-054. View Details

November 2017 (Revised March 2022)
Teaching Note

CarMax: Disrupting the Used Car Market

By: Hong Luo

Teaching Note for HBS No. 717-506. View Details

19 Jan 2011
Research & Ideas

Activist Board Members Increase Firm’s Market Value

out from under any owners planning to use this rule as a tool. It was a unique situation for [research] because it was unpredicted and legally important for a subset of firms with large activist owners who... View Details

Keywords: by Carmen Nobel

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States

Educators

December 2011
Article

EXEMPLARY CONTRIBUTION: Transforming Mental Models on Emerging Markets

By: Charles Dhanaraj and Tarun Khanna

Economic growth in the Western world increasingly depends on meaningful engagement with emerging markets such as Brazil, China, India, South Africa, and Turkey. Business schools are responding with increased attention to these markets in their research and curricula.... View Details

Keywords: Emerging Markets; Business Model; Economic Growth; Developing Countries and Economies; Research; Business Education; Learning; Financial Institutions; Framework; Transformation; Perspective; India; China; Brazil; South Africa; Turkey

03 Mar 2003
Research & Ideas

The Basics of Consumer Marketing in Asia

important." Duan Yongping, the founder, Chairman and CEO of BBK Electronics Corp., a Chinese company that manufactures consumer electronics, also said that Chinese consumers are becoming more concerned about quality and are willing to pay View Details

Keywords: by Julie Jette

September 1999
Article

The Redesign of the Matching Market for American Physicians: Some Engineering Aspects of Economic Design

By: A. E. Roth and E. Peranson

Keywords: Design; Markets; Health; Engineering; Economics; United States

June 2014
Article

Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak

By: Benjamin Edelman

Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details

Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry

2008
Working Paper

Finding Missing Markets (and a disturbing epilogue): Evidence from an Export Crop Adoption and Marketing Intervention in Kenya

By: Nava Ashraf, Xavier Gine and Dean Karlan

In much of the developing world, many farmers grow crops for local or personal consumption despite export options which appear to be more profitable. Thus many conjecture that one or several markets are missing. We report here on a randomized controlled trial conducted... View Details

Keywords: Agribusiness; Developing Countries and Economies; Trade; Profit; Product Marketing; Standards; Failure; Risk and Uncertainty; Non-Governmental Organizations; Agriculture and Agribusiness Industry; Service Industry; Kenya; Europe

Web

Students on the Job Market - Doctoral

Advisor(s): Benjamin Enke (Chair), Tomasz Strzalecki , Joshua R. Schwartzstein , and Matthew Rabin Curriculum Vitae | Website | Email Marketing Ta-Wei (David) Huang Abstract: Incrementality Representation Learning: Synergizing Past... View Details

November 2009
Article

Finding Missing Markets (and a Disturbing Epilogue): Evidence from an Export Crop Adoption and Marketing Intervention in Kenya

By: Nava Ashraf, Xavier Gine and Dean Karlan

Farmers may grow crops for local consumption despite more profitable export options. DrumNet, a Kenyan NGO that helps small farmers adopt and market export crops, conducted a randomized trial to evaluate its impact. DrumNet services increased production of export crops... View Details

Keywords: Export Crop; Field Experiment; Food Safety Standards; Plant-Based Agribusiness; Trade; Profit; Marketing; Standards; Failure; Non-Governmental Organizations; Agriculture and Agribusiness Industry; Kenya; European Union

November 2021
Case

Tommy Hilfiger Adaptive: Fashion for All

By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta

In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making... View Details

Educators