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  • September 1995 (Revised October 1995)
  • Case

Transcape Systems: Creating a Market

Entrepreneurial companies must overcome substantial barriers to create markets for innovative products in industries reluctant to embrace change. Transcape Systems faces this callenge as it attempts to create a market for interactive multimedia software in the... View Details
Keywords: Market Entry and Exit; Applications and Software; Entrepreneurship; Business Startups; Product Marketing; Entertainment and Recreation Industry; Entertainment and Recreation Industry; Entertainment and Recreation Industry
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  • June 2015
  • Article

Does Google Leverage Market Power Through Tying and Bundling?

By: Benjamin Edelman
I examine Google's pattern and practice of tying to leverage its dominance into new sectors. In particular, I show how Google used these tactics to enter numerous markets, to compel usage of its services, and often to dominate competing offerings. I explore the... View Details
Keywords: Competition; Antitrust; Google; Tying; Bundling; Competitive Strategy; Search Technology; Law; Information Technology Industry; Advertising Industry
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  • Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details
  • 2009
  • Working Paper

Farsighted Stability for Roommate Markets

By: Bettina-Elisabeth Klaus, Flip Klijn and Markus Walzl
Using a bi-choice graph technique (Klaus and Klijn, 2009), we show that a matching for a roommate market indirectly dominates another matching if and only if no blocking pair of the former is matched in the latter (Proposition 1). Using this characterization of... View Details
Keywords: Two-Sided Platforms; Marketplace Matching; Mathematical Methods; Balance and Stability
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  • Article

The Market Design and Policy of Online Review Platforms

By: Benjamin Edelman
I present the institutions and incentives of online reviews, including attracting initial reviews, assuring truthful reviews of genuine experiences, and avoiding inflated or deceptive reviews. I also explore the competition and consumer protection concerns associated... View Details
Keywords: Reviews; Reputation; Platforms; Marketplaces; Deception; Market Design; Multi-Sided Platforms; Law; Online Technology; Information Technology Industry; Telecommunications Industry; Accommodations Industry; Retail Industry
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  • August 2011
  • Teaching Note

The Dannon Company: Marketing and Corporate Social Responsibility (TN) (A) and (B)

By: Christopher Marquis
Teaching Note for 410-121 and 412-047. View Details
Keywords: Food and Beverage Industry
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  • February 2010 (Revised March 2016)
  • Background Note

Marketing Analysis Toolkit: Break-even Analysis

By: Thomas J. Steenburgh and Jill Avery
Marketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by... View Details
Keywords: Decision Making; Investment Return; Spending; Management Analysis, Tools, and Techniques; Marketing Strategy; Strategic Planning; Mathematical Methods
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  • November 2019
  • Case

Apple, Einhorn, and iPrefs (Abridged)

By: Carliss Y. Baldwin and W. Carl Kester
In March 2013, Apple Computer has a very large cash balance, and is under pressure to return cash to shareholders. Hedge fund manager David Einhorn thinks Apple can "unlock value" by issuing perpetual preferred stock, dubbed iPrefs. Henry Blodget, CEO of Business... View Details
Keywords: Markets; Stock Shares; Value Creation; Business and Shareholder Relations
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  • 25 Oct 2010
  • HBS Case

Tesco’s Stumble into the US Market

Tesco PLC is the third-largest retailer in the world, just behind Wal-Mart and Carrefour. But that didn't make the UK-based chain immune from many costly mistakes as it entered the US market in 2006. For... View Details
Keywords: by Sean Silverthorne; Retail
  • October 2014 (Revised May 2017)
  • Teaching Note

Pfizer and AstraZeneca: Marketing an Acquisition (A) & (B)

By: John A. Quelch
Keywords: Mergers ＆ Acquisitions; Pharmaceutical Companies; Economic Impact Of Mergers; Mergers Impact On International Economies; Impact On Consumers Of Mergers; Customers; Economics; Marketing; Planning; Strategy; Pharmaceutical Industry; Europe; North and Central America
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  • 2008
  • Working Paper

Unravelling in Two-Sided Matching Markets and Similarity of Preferences

By: Hanna Halaburda
This paper investigates the causes and welfare consequences of unravelling in two-sided matching markets. It shows that similarity of preferences is an important factor driving unravelling. In particular, it shows that under the ex-post stable mechanism (the mechanism... View Details
Keywords: Market Participation; Two-Sided Platforms; Marketplace Matching; Mathematical Methods
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  • 2019
  • Working Paper

Collusion in Markets with Syndication

By: John William Hatfield, Scott Duke Kominers, Richard Lowery and Jordan M. Barry
Many markets, including markets for IPOs and debt issuances, are syndicated: each winning bidder invites competitors to join its syndicate to complete production. Using repeated extensive form games, we show that collusion in syndicated markets may become easier as... View Details
Keywords: Collusion; Antitrust; IPO Underwriting; Syndication; ＂Repeated Games＂
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  • 26 May 2009
  • Research & Ideas

Improving Market Research in a Recession

product categories, or stores. Some are even changing long-held attitudes toward consumption. To many folks, filling the home with more stuff or keeping up with the Joneses is no longer appealing. As a result, the degree of uncertainty in business View Details
Keywords: by John Quelch
  • 2014
  • Working Paper

Institutional Strategies in Emerging Markets

By: Christopher Marquis and Mia Raynard
We review and integrate a wide range of literature that has examined the strategies by which organizations navigate institutionally diverse settings and capture rents outside of the marketplace. We synthesize this body of research under the umbrella term... View Details
Keywords: Strategy; Organizations; Emerging Markets
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  • 2002
  • Chapter

Digital Marketing Communication

By: J. A. Deighton and Patrick Barwise
Keywords: Marketing Communications; Digital Marketing; Internet and the Web
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  • Research Summary

Effective Capital Market Communications

Hutton's most recent research and cases examine how managers enhance the credibility and effectiveness of their financial reports and voluntary disclosures. Her most recent working paper, "Effective Voluntary Disclosure" (co-authored with Greg Miller, HBS, and Douglas... View Details
  • 2001
  • Chapter

Estee Lauder: Self Definition and the Modern Cosmetics Market

By: Nancy F. Koehn
Keywords: Personal Characteristics; Beauty and Cosmetics Industry
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  • 2003
  • Working Paper

Relationships, Competition, and the Structure of Investment Banking Markets

By: Bharat Anand and Alexander Galetovic
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  • 12 Nov 2008
  • Research & Ideas

The Marketing of a President

Marketing of a President. Barack Obama's campaign is a case study in marketing excellence. True, it was always going to be a Democratic year. An unpopular war, an incumbent Republican president with rock... View Details
Keywords: by John Quelch
  • 2014
  • Other Teaching and Training Material

Marketing Reading: Sales Force Design and Management (Teaching Note)

By: Doug J. Chung and Das Narayandas
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