Publications

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book... View Details

16 Jul 2014
HBS Case

Marketing Obamacare

healthcare legislation in the US ensured that it would be complex and tough to sell to the public, Quelch says. But that was just the problem: Congress and the Obama Administration didn't sell it. "Fundamentally, it's a marketing... View Details

Keywords: by Michael Blanding; Health

Rule by Market: The Chinese State in Factor Markets

October 2005 (Revised October 2006)
Background Note

Marketing Promotions

Introduces the major communication vehicles and the process by which they can be brought together in an integrated marketing communications plan. View Details

Keywords: Marketing Communications

Clubs

Marketing Club

Keywords: Marketing; Marketing

January 2019 (Revised February 2024)
Teaching Note

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Ayelet Israeli

Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details

September 2016 (Revised November 2017)
Case

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

By: Robert J. Dolan

“A Warby Parker of mattresses? Somebody is going to do it. Why not us?” This was the topic of a conversation begun in spring 2013 among Gabe Flateman, Philip Krim, Neil Parikh, and T. Luke Sherwin. The four met as members of a New York City venture accelerator... View Details

Keywords: Mattress; Sleep; Marketing; Business Model; Marketing Channels; Adoption; Sales; Consumer Products Industry

October 1991
Background Note

Market Research

By: Robert J. Dolan

Describes the major classes of market research. Provides students with an overview of methods available enabling them to select the proper set for their purposes. View Details

Keywords: Research; Markets

2023
Working Paper

The Value of Professional Ties in B2B Markets

By: Navid Mojir and Sriya Anbil

We study how a particular form of social ties (i.e., professional ties proxied by past employment) aﬀects price and proﬁtability in business-to-business (B2B) markets. While most of the work on social ties focuses on information diﬀusion in business-to-consumer... View Details

Keywords: Professional Ties; Social Ties; Business-to-business Marketing; B2B Marketing; Repo; Individual Connections; B2B Pricing; Pricing; Decision-making In Financial Markets; Marketing; Relationships; Price; Financial Markets; Decision Making

SSRN

Read Now

August 2014
Background Note

The Structure and Functioning of Art Markets

By: Mukti Khaire and Eleanor Kenyon

The production, valuation, and consumption of contemporary art are guided by cultural and economic forces that play out in primary and secondary markets. Artists seek the attention of art dealers, who, along with auction houses, play a large role in determining what is... View Details

Keywords: Art Dealer; Art Market; Arts; New York (city, NY)

03 Sep 2014
News

How to Market Test a New Idea

Keywords: market research; product launch

2014
Other Teaching and Training Material

Marketing Reading: Global Marketing

By: Rohit Deshpandé

September 2005
Article

How Markets Help Marketers

By: Anita Elberse

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April 2000
Background Note

Market Failures

By: Bharat N. Anand, Tarun Khanna and Jan W. Rivkin

Examines the role of transaction costs in impeding the functioning of markets and shows how the concept of transaction costs sheds light on a broad range of issues in strategy. View Details

Keywords: Competitive Strategy; Competition; Corporate Strategy; Cost; Market Transactions; Industry Clusters; Failure; Internet

2022
Working Paper

Heterogeneous Investors and Stock Market Fluctuations

By: Odhrain McCarthy and Sebastian Hillenbrand

We introduce a heterogeneous agent model which features extrapolative beliefs and time-varying risk aversion. The model leads to an empirical framework which we estimate with stock prices, survey data and risk aversion measures. We find that extrapolative beliefs and... View Details

Keywords: Stock Market; Investment Decisions; Asset Pricing; Investment; Behavioral Finance; Stocks

SSRN

August 2018 (Revised September 2019)
Case

Magnus Resch: Transforming the Art Market Through Transparency

By: Henry McGee and Sarah Mehta

Economist and entrepreneur Magnus Resch was on a mission to make the art market more transparent. To that end, in 2014, he began building the Magnus app, which catalogued the price and transaction history of millions of works of art. Users could download the app, take... View Details

Keywords: Art Market; Transparency; Art Pricing; Business Startups; Decision Making; Innovation Strategy; Culture; Business Strategy; Mobile Technology; Fine Arts Industry; Information Technology Industry

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

March 2008
Course Overview Note

Dynamic Markets

By: Joshua D. Coval and Erik Stafford

The Dynamic Markets course at Harvard Business School is organized around the hands-on application of financial decision making in a wide variety of capital market settings. The course relies heavily on in-class simulations of a range of market settings where students... View Details

Keywords: Value Creation; Decision Making; Capital Markets; Competitive Strategy; Profit; Applications and Software; Information; Strategy; Price; Outcome or Result; Curriculum and Courses; Theory