Publications

February 2010
Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery

Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details

Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales

November 2016
Case

QuintilesIMS: Biosimilar Marketing in England

By: John A. Quelch and Emily C. Boudreau

QuintilesIMS was a leading healthcare consulting firm best known for its data and information offerings as well as its market research and management consulting services for life science companies. By 2015, the company was expanding beyond the biopharmaceutical... View Details

Keywords: Health; Pharmaceutical Industry; Biotech; Marketing; Health Care and Treatment; Biotechnology Industry; England

September 2017
Teaching Note

Marketing Transformation at Mastercard

By: Sunil Gupta and Srinivas K. Reddy

Teaching Note for HBS No. 517-040. View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

February 2018 (Revised August 2018)
Case

KT Corporation in the New Energy Market

By: Forest L. Reinhardt and Dawn H. Lau

Keywords: South Korea; Korea Telecom; Energy Markets; Chang-Gyu Hwang; KT; Energy; Energy Industry; Telecommunications Industry; South Korea; Korean Peninsula

07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

On Sunday November 6, over 350 people flocked to the Harvard Business School campus to attend the Marketing Innovation Conference. This year’s theme, “Marketing Reimagined”,... View Details

Keywords: Entertainment / Media / Sports

Research Summary

Markets and Market Design

The topic on which I currently spend the most of my research energy is the study of strategic interaction and reputation systems on eBay and similar markets from an applied, market design perspective. The rise of the Internet allowed a whole new generation of markets... View Details

June 2017 (Revised July 2020)
Teaching Note

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

By: Robert J. Dolan

Teaching Note for HBS No. 517-042. View Details

Keywords: Marketing; Commercials; Mattress

Research Summary

Personal Data in Marketing

By: John A. Deighton

Between 10% and 20% of all marketing activity in the United States, and a smaller proportion internationally, relies on data about individuals, whether personally identifying or pseudonomized. These data flow across a system of established and emerging firms operating... View Details

Keywords: Data; Personal Data; Information Technology; Industry Structure; Marketing

August 1989 (Revised November 1994)
Case

Nissan Motor Co. Ltd.: Marketing Strategy for the European Market

By: John A. Quelch

Nissan executives are reviewing their European marketing strategy in light of the 1992 European Community (EC) market integration program and the likely end of bilateral import quotas on Japanese cars by some EC countries. Having recently established a manufacturing... View Details

Keywords: Marketing Strategy; Resource Allocation; Market Entry and Exit; Trade; Auto Industry; Japan; United Kingdom; Europe

2010
Working Paper

The Job Market for New Economists: A Market Design Perspective

By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried

This paper provides an overview of the market for new Ph.D. economists. It describes the role of the American Economic Association (AEA) in the market and focuses in particular on two mechanisms adopted in recent years at the suggestion of our committee. First, job... View Details

Keywords: Cost Management; Information; Surveys; Jobs and Positions; Job Interviews; Job Search; Emerging Markets; Digital Platforms; Service Operations; Internet and the Web

April 2012 (Revised April 2013)
Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details

Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America

2024
Working Paper

Displacement or Complementarity? The Labor Market Impact of Generative AI

By: Wilbur Xinyuan Chen, Suraj Srinivasan and Saleh Zakerinia

Generative AI is poised to reshape the labor market, affecting cognitive and white-collar occupations in ways distinct from past technological revolutions. This study examines whether generative AI displaces workers or augments their jobs by analyzing labor demand and... View Details

Keywords: Generative Ai; Labor Market; Automation And Augmentation; Labor; AI and Machine Learning; Competency and Skills

2024
Working Paper

What Triggers National Stock Market Jumps?

By: Scott R. Baker, Nicholas Bloom, Steven J. Davis and Marco Sammon

We examine newspapers the day after major stock-market jumps to evaluate the proximate cause, geographic source, and clarity of these events from 1900 in the US, 1930 in the UK and 1980 in 12 other countries. We find four main results. First, the United States plays an... View Details

Keywords: Uncertainty; Policy Uncertainty; Stock Market; Financial Markets; Volatility; Risk and Uncertainty; Policy; Newspapers

March 2012 (Revised February 2013)
Background Note

The Hybrid Vehicle Market

By: Michael W. Toffel and Nazli Z. Uludere Aragon

This note describes the hybrid electic vehicle market, the results of different automaker strategies, and the environmental regulatory issues that can promote or inhibit market growth in the United States. Introduces students to the technologies and regulatory aspects... View Details

Keywords: Competitive Strategy; Environmental Sustainability; Product Development; Information Technology; Governing Rules, Regulations, and Reforms; Auto Industry; Manufacturing Industry; Japan; United States

2020
Working Paper

Collusion in Brokered Markets

By: John William Hatfield, Scott Duke Kominers and Richard Lowery

The U.S. residential real estate agency market presents a puzzle for economic theory: commissions on real estate transactions have remained high for decades even though entry is frequent and costs are low. We model the real estate agency market, and other brokered... View Details

Keywords: Real Estate; ＂Repeated Games＂; Collusion; Antitrust; Brokered Markets; Game Theory; Real Estate Industry

SSRN

July 2016
Article

The Capital Market Consequences of Language Barriers in the Conference Calls of Non-U.S. Firms

By: Francois Brochet, Patricia L. Naranjo and Gwen Yu

We examine how language barriers affect the capital market reaction to information disclosures. Using transcripts from the English-language conference calls of non-U.S. firms, we find that the calls of firms in countries with greater language barriers are more likely... View Details

Keywords: Voluntary Disclosure; Capital Market Consequences; Non-plain English; Spoken Communication; Complexity; Capital Markets; Cross-Cultural and Cross-Border Issues

SSRN

01 May 2008
Research & Ideas

The Marketing Challenges of the China Olympics

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Normally,... View Details

Keywords: by John Quelch; Sports

October 2010
Article

Unleashing the Power of Marketing

By: Beth Comstock, Ranjay Gulati and Stephen A Liguori

The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details

Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Technology Industry