Publications

summer 1993
Article

Market Research and Marketing Dialects

By: Frank V. Cespedes

Keywords: Research; Marketing

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August 2012
Background Note

Marketing Communications

By: Thales S. Teixeira and Thales S. Teixeira

This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how... View Details

Keywords: Marketing Communication; Advertising; Promotion; Social Media; Digital Media; Viral Advertising; Marketing; Communications Industry; North and Central America

June 2013
Supplement

Novozymes/Henrik Meyer, V.P. of Marketing and Business Development, Novozymes

By: Krishna G. Palepu

Video Supplement to the case, "Novozymes: Cracking the Emerging Markets Code." View Details

Keywords: Business To Business Marketing; Emerging Markets; Strategy; Chemical Industry; Industrial Products Industry; China; Denmark

15 Aug 2022
Video

The Role of Business in Global Society

Web

Salsa Society | MBA

Salsa Society The mission of the Salsa Society is to provide a social forum for students of all levels to practice salsa dancing, improve their dancing skills and form an... View Details

Web

Islamic Society | MBA

Islamic Society The Islamic Society provides an open, inclusive environment to HBS Muslims while actively engaging the larger HBS community on issues related to Islam. Annual Events Friday prayer in the HBS... View Details

Web

Donor Societies - Alumni

Giving Donor Societies Giving Donor Societies Leadership Giving Recognizing donor generosity and foresight Our donor societies celebrate the... View Details

11 Apr 2013
Working Paper Summaries

Managers and Market Capitalism

Keywords: by Rebecca Henderson & Karthik Ramanna

01 Mar 2004
News

Ron Shaich’s Café Society

Ron Shaich (MBA 1978) is cofounder, chairman, and CEO of Panera Bread, the fast-growing bakery-café chain with over six hundred locations in mostly suburban markets across the United States. Panera’s ability... View Details

Keywords: Susan Young; Food Services and Drinking Places; Food Services and Drinking Places

2023
Working Paper

Market Design and Maintenance

By: Alvin E. Roth

Because no marketplace operates in isolation from the larger world, marketplace designs may need to adapt to changes in the larger environments. I discuss such changes in connection with the labor markets for new doctors, new Ph.D. economists, and for kidney exchange... View Details

Keywords: Market Design

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March–April 2023
Article

Market Segmentation Trees

By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis

Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details

Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing

January 2012 (Revised March 2014)
Module Note

Managers and Market Capitalism

By: Rebecca Henderson and Karthik Ramanna

The last thirty years have seen the widespread embrace of market capitalism as not only a highly efficient form of economic organization but also as one that best meets the diversity of human preferences. In large, complex societies, an increasing body of theoretical... View Details

Keywords: Economic Systems; Management

June 1974 (Revised April 1983)
Background Note

Note on Marketing Arithmetic and Related Marketing Terms

By: James L. Heskett and Theodore Levitt

A basic note to be used at the beginning of the introductory marketing course to familiarize students with the arithmetic techniques, concepts, and terms that are typically employed in the analysis of a first year marketing case. View Details

Keywords: Marketing

September 1984 (Revised March 1993)
Background Note

Marketing Planning and Organization

By: Robert J. Dolan

Presents guidelines for effective marketing planning. Provides a general outline of the contents of a typical marketing plan, the process by which the plan is developed, and considers the benefits successful firms reap from their planning efforts and the problems that... View Details

Keywords: Marketing Strategy; Planning; Design

2021
Article

Institutional Policies for a Healthy Anthropocene Society

By: Andrew J. Hoffman, P. Devereaux Jennings and Nicholas A. Poggioli

The Anthropocene epoch refers to the geological epoch, now underway, that is defined by monumental, human-caused geophysical changes in planetary ecosystems. Human society is also changing, marked by an equally profound shift in attitudes, beliefs, and practices. In... View Details

Keywords: Policy; Values and Beliefs; Climate Change; Natural Environment; Society

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2008
Chapter

Matching and Market Design

By: Muriel Niederle, Alvin E. Roth and Tayfun Sonmez

Matching is the part of economics concerned with who transacts with whom and how. Models of matching, starting with the Gale-Shapley deferred acceptance algorithm, have been particularly useful in studying labour markets and in helping design clearinghouses to fix... View Details

Keywords: Market Design; Marketplace Matching; Outcome or Result; Mathematical Methods

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

November 2016
Case

But, It's For a Good Cause

By: Elizabeth Keenan and John Gourville

Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of... View Details

Keywords: Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception; Advertising; Advertising Campaigns; Partners and Partnerships; Trends; Environmental Sustainability

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