Marketing Innovations - Publications - Faculty & Research - Harvard Business School

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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

January 2014 (Revised March 2014)
Teaching Note

Cancer Screening in Japan: Market Research and Segmentation

By: John A. Quelch

Keywords: Market Research; Market Segmentation; Health Care Industry; Health Care and Treatment; Innovation and Invention; Marketing Strategy; Health Industry; Public Administration Industry; Communications Industry; Japan

Research Summary

Innovation and Productivity

In this stream of research, Professor Steinwender examines how firms adjust their innovative behavior and productivity in response to changes in the external environment. Analyzing Spanish firm-level data, she finds that two mechanisms proposed in the economic... View Details

Article

The Evolution of Science-Based Business: Innovating How We Innovate

By: Gary P. Pisano

Science has long been connected to innovation and to business. As early as the late 19th century, chemical companies, realizing the commercial potential of science, created the first industrial research laboratories. During much of the 20th century, large-scale... View Details

Keywords: Entrepreneurship; Governance; Innovation and Management; Risk Management; Research and Development; Science-Based Business; Commercialization

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23 Jul 2014
Lessons from the Classroom

Innovation Is Magic. Really

product and service experiences that exceed customer expectations and the offerings of competitors. What's the secret? Success in business as well as magic has less to do with clever marketing and more to do with the View Details

Keywords: by Dina Gerdeman; Consumer Products

2016
Book

Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

By: Elie Ofek, Eitan Muller and Barak Libai

This book bridges the gap between what academics know, and what innovation stakeholders—from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling... View Details

Keywords: Innovation; Technology Diffusion; New Products; Customer Lifetime Value; Monetization Strategy; Social Influence; Innovation Adoption; Forecasting Demand; Commercialization; Marketing Strategy; Practice; Customer Value and Value Chain; Research; Innovation and Management; Technology Adoption; Forecasting and Prediction; Product Development

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January 2004
Article

Market Orientation, Innovativeness and Organizational Culture: Thai Firms Adapt to the Asian Economic Crisis

By: Rohit Deshpandé and John U. Farley

Keywords: Markets; Innovation and Invention; Organizational Culture; Financial Crisis; Organizational Change and Adaptation; Business Ventures; Thailand; Asia

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23 Nov 2010
Working Paper Summaries

Growth Through Heterogeneous Innovations

Keywords: by Ufuk Akcigit & William R. Kerr; Technology

2014
Working Paper

Financing Risk and Innovation

By: Ramana Nanda and Matthew Rhodes-Kropf

We provide a model of investment into new ventures that demonstrates why some places, times, and industries should be associated with a greater degree of experimentation by investors. Investors respond to financing risk―a forecast of limited future funding―by modifying... View Details

Keywords: Business Startups; Venture Capital; Financial Markets; Financing and Loans; Investment; Price Bubble; Innovation and Invention; Technological Innovation; Risk and Uncertainty

The Slow Pace of Fast Change: Bringing Innovations to Market in a Connected World (HBS Press; Boston 2003)

FOR EXECUTIVES, strategists, and students of technology-driven industries, this is a powerful playbook for the high-stakes innovation game. The market is full of fluctuating, and seemingly illogical, fortunes: A long shot like eBay catches fire, while a... View Details

September 2014 (Revised January 2017)
Teaching Note

Access Health CT: Marketing Affordable Care (A) & (B)

By: John A. Quelch

Keywords: Affordable Care Act (ACA); Marketing Communications; Market Segmentation; Marketing Management; Startup Management; Analysis; Innovation and Invention; Marketing; Measurement and Metrics; Outcome or Result; Performance; Strategy; Health Industry; Insurance Industry; North and Central America

November 2020
Teaching Note

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals.... View Details

December 2022
Article

I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure

By: Byungyeon Kim, Oded Koenigsberg and Elie Ofek

Innovations embody novel features or cutting-edge components aimed at delivering desired customer benefits. Oftentimes, however, we observe the need to recall new products shortly after their introduction. Indeed, a firm may rush an innovation to market in an attempt... View Details

Keywords: Innovation Management; Innovation And Strategy; Product Development Strategy; Product Introduction; Quality Control; Product Recalls; Game Theory; Market Timing; Innovation Strategy; Product Launch; Product Development

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June 2024
Case

Building Innovation at VINCI

By: Dennis Campbell, Aluna Wang and Carlota Moniz

This case study explores how the VINCI Group, a French multinational operating in concessions, energy, and construction, bolstered awareness and adoption rates of new technologies within the organization. Through its separate innovation hub, Leonard, VINCI aimed to... View Details

December 2022
Article

Shaping Nascent Industries: Innovation Strategy and Regulatory Uncertainty in Personal Genomics

By: Cheng Gao and Rory McDonald

In nascent industries—whose new technologies are often poorly understood by regulators—contending with regulatory uncertainty can be crucial to organizational survival and growth. Prior research on nonmarket strategy has largely focused on established firms in mature... View Details

Keywords: Technological Change; Innovation; Qualitative Methods; New Categories; Entrepreneurship; Technological Innovation; Governing Rules, Regulations, and Reforms; Risk and Uncertainty; Strategy

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2015
Chapter

Agglomeration and Innovation

By: Gerald Carlino and William R. Kerr

This chapter reviews academic research on the connections between agglomeration and innovation. We first describe the conceptual distinctions between invention and innovation. We then describe how these factors are frequently measured in the data and some resulting... View Details

Keywords: Industry Clusters; City; Innovation and Invention

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December 2016 (Revised December 2018)
Case

From Start-Up to Grown-Up Nation: The Future of the Israeli Innovation Ecosystem

By: Elie Ofek and Margot Eiran

In June 2016, Benjamin (Bibi) Netanyahu, Prime Minister of Israel, wrestled with how to sustain Israel’s strong innovation track record and the country’s reputation as the “startup nation.” Despite the economic miracle the country had wrought since its founding, he... View Details

19 Apr 2021
Podcast

72. Making Your Own Luck in Emerging Economies: Innovative Strategies for Creating New Markets

In this episode, Efosa Ojomo returns to The Disruptive Voice to discuss his latest research at The Christensen Institute’s Global Prosperity group. He and his colleague, Lincoln Wilcox, recently published a report highlighting six innovative strategies for creating new... View Details

2008
Simulation

Strategic Innovation Simulation: Back Bay Battery

By: Willy C. Shih and Clayton Christensen

This online simulation allows students to play the role of a business unit manager at Back Bay Battery Company who faces the dilemma of balancing a portfolio of investment strategies across products in the rechargeable battery space. Players have to manage R&D... View Details

Keywords: Competitive Strategy; Disruptive Innovation; Growth and Development Strategy; Innovation and Management; Investment; Product Development; Research and Development; Battery Industry

November–December 2024
Article

Scaling Up Transformational Innovations

By: Peter Koen, Ananya Sheth, Mike DiPaola and Linda A. Hill

For large companies operating in mature sectors—such as Procter & Gamble in consumer goods, Apple in consumer electronics, and Adobe in cloud software—driving growth is a perennial challenge. Growth through acquisition is always an option, but companies often quickly... View Details

Keywords: Growth and Development Strategy; Leadership; Innovation Strategy; Consumer Products Industry

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