Marketing Communications - Publications - Faculty & Research

07 Aug 2018
First Look

New Research and Ideas, August 8, 2018

agents for social change in the emerging markets grappling with institutional voids. How should they work with the government in this endeavor? How do they ensure an alignment of these efforts to the group and foundation's long-term focus... View Details

Keywords: by Sean Silverthorne

Web

Cold Calling - Christensen Center for Teaching & Learning

calling has three key objectives: Establish and reinforce high expectations for student preparation Provide a developmental opportunity for the opening student with respect to content mastery, critical thinking, and communication skills... View Details

25 Jan 2016
Research & Ideas

When Negotiating a Price, Never Bid with a Round Number

recent study of mergers and acquisitions, investors who offer “precise” bids for company shares yield better market outcomes than those who offer round-numbered bids. “If one party gives a round number, it gives the signal that the party... View Details

Keywords: by Carmen Nobel

23 Jun 2009
First Look

First Look: June 23

Interconnected: A Manifesto for Smarter Cities Authors:Rosabeth Moss Kanter and Stanley S. Litow Abstract The need for a fresh approach to U.S. communities is more urgent than ever because of the biggest global economic crisis since the... View Details

Keywords: Martha Lagace

24 Jun 2014
First Look

First Look: June 24

effects of deregulation on firm size are significantly non-linear. The reallocation of market shares toward a small number of large firms and a large number of small firms is characterized as the "shrinking middle" in Indian... View Details

Keywords: Sean Silverthorne

01 Jun 2023
HBS Case

A Nike Executive Hid His Criminal Past to Turn His Life Around. What If He Didn't Have To?

cannot be valuable within an organization.” As his community deteriorates, Miller’s behavior spirals How did Miller end up in prison in the first place? Research shows that poverty and imprisonment are closely linked. A 2018 Brookings... View Details

Keywords: by Dina Gerdeman; Apparel & Accessories

01 Dec 2023
News

The Exchange: Help Wanted

we’re drawing, of course, is that as those companies thought about rewriting the job descriptions, they said, “Well, we thought that a college graduate would be a good communicator and pay attention to detail. We’d better say that’s what... View Details

Keywords: Business Schools & Computer & Management Training; Educational Services

15 Dec 2015
First Look

December 15, 2015

forthcoming Journal of Marketing Research The Role of (Dis)similarity in (Mis)predicting Others' Preferences By: Barasz, Kate, Tami Kim, and Leslie John Abstract—Consumers readily indicate liking options that appear dissimilar—for... View Details

Keywords: Carmen Nobel

September 2015
Article

Speaking of the Short-Term: Disclosure Horizon and Managerial Myopia

By: Francois Brochet, Maria Loumioti and George Serafeim

We study conference calls as a voluntary disclosure channel and create a proxy for the time horizon that senior executives emphasize in their communications. We find that our measure of disclosure time horizon is associated with capital market pressures and executives'... View Details

Keywords: Short-termism; Management Styles; Disclosure; Conference Calls; Investing; Earnings Management; Motivation and Incentives; Management Style; Forms of Communication

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February 2018
Case

Wiikano Orchards

By: Benson P. Shapiro and Katherine B. Hartman

Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to... View Details

Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry

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OPM Renew

ways to capitalize on digital disruption in today's competitive global marketplace Examine the unique leadership challenges and market opportunities facing entrepreneurs as they launch new ventures and compete across borders Reenergize... View Details

22 Jul 2002
Research & Ideas

Is Performance-Based Pricing the Right Price for You?

Because pricing is such a difficult and complex arena, it has confounded sales and marketing executives and scholars for centuries. In no other marketing element is the two-sided conflict and cooperation... View Details

Keywords: by Benson Shapiro; Manufacturing

02 Nov 2016
HBS Seminar

Gillian Hadfield, University of California, Gould School of Law

Research Summary

Overview

By: Andy Wu

How can technology entrepreneurs build competitive advantage from the ground up? Professor Andy Wu conducts scholarly research and develops course materials that document how technology entrepreneurs can (1) organize for innovation to create new market opportunities... View Details

Keywords: Strategy; Entrepreneurship; Venture Capital; Growth Management; Organizational Design; Organizational Structure; Technology Platform; Technological Innovation; Information Technology Industry; Retail Industry; Pharmaceutical Industry; Video Game Industry; Media and Broadcasting Industry; United States; China; Southeast Asia; South Asia

18 Jul 2023
News

The First Five Years: Brooke Biederman (MBA 2019)

people’s time, but I do believe the human spirit loves two things: entertainment and communal experiences. I love that the word “entertainment” comes from an Old French verb, entretenir, meaning “to hold together.” What’s been the most... View Details

Keywords: Robert Bochnak

01 Mar 2024
News

Game On

Here at the Pickleball Club, founder and CEO Brian McCarthy (MBA 1972) is making a big bet that his model—a private club, with high-end amenities and a community organized around the sport—will have what it takes to stay in the game for... View Details

Keywords: Jen McFarland Flint; photographed by Edward Linsmier; Amusement, Gambling, and Recreation Industries; Arts, Entertainment

27 Jul 2009
Research & Ideas

Social Network Marketing: What Works?

When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral campaign. New research by Harvard Business School professor Sunil Gupta suggests that... View Details

Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail

26 Dec 2012
Working Paper Summaries

Reinforcing Regulatory Regimes: How States, Civil Society, and Codes of Conduct Promote Adherence to Global Labor Standards

Keywords: by Michael W. Toffel, Jodi L. Short & Melissa Ouellet

16 Jan 2007
First Look

First Look: January 16, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=705475 Market Making Exercise Harvard Business School Exercise 207-033 Purchase this exercise: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=207033 Pitney... View Details