Publications

February 2011
Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor

We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

By: Youngme E. Moon

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

Educators

December 2024
Article

Respect for Improvements and Comparative Statics in Matching Markets

By: Scott Duke Kominers

One of the oldest results in the theory of two-sided matching is the entry comparative static, which shows that under the Gale–Shapley deferred acceptance algorithm, adding a new agent to one side of the market makes all the agents on the other side weakly... View Details

Keywords: Market Entry and Exit; Marketplace Matching; Mathematical Methods; Market Design

07 Jan 2002
Research & Ideas

How Marketing Can Reduce Worldwide Poverty

admit that they're no pioneers. James D. Wolfensohn, president of the World Bank, for example, has advocated a variation of social marketing, and it's a common—though they believe often ill-applied—topic in development. But together the View Details

Keywords: by Martha Lagace

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

allocation decisions—in essence, a way to organize their thoughts. Basically, all marketing allocation problems need to be addressed in two steps. In the first step, an analysis is undertaken to predict how... View Details

Keywords: by Sean Silverthorne

13 Jan 2012
Working Paper Summaries

Intermediaries for the IP Market

Keywords: by Andrei Hagiu & David Yoffie

October 2019 (Revised February 2023)
Case

Gupta Media: Performance Marketing in the Digital Age

By: V. Kasturi Rangan and Courtney Han

Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists... View Details

Keywords: Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry

Educators

2018
Working Paper

Two Hundred Years of Health and Medical Care: The Importance of Medical Care for Life Expectancy Gains

By: Maryaline Catillon, David Cutler and Thomas Getzen

Using two hundred years of national and Massachusetts data on medical care and health, we examine how central medical care is to life expectancy gains. While common theories about medical care cost growth stress growing demand, our analysis highlights the importance of... View Details

Keywords: Mortality; Life Expectancy; Medical Care; Productivity; Public Health; Healthcare Spending; Spending Per Year Of Life Gained; Personal Medicine; Technophysio Evolution; Health; Economics; Health Care and Treatment; Spending; Data and Data Sets; Health Industry

25 Oct 2010
HBS Case

Tesco’s Stumble into the US Market

Tesco PLC is the third-largest retailer in the world, just behind Wal-Mart and Carrefour. But that didn't make the UK-based chain immune from many costly mistakes as it entered the US market in 2006. For example, it opened some of its... View Details

Keywords: by Sean Silverthorne; Retail

2016
Chapter

Navigating Natural Monopolies: Market Strategy and Nonmarket Challenges in Radio and Television Audience Measurement Markets

By: Hillary Greene and Dennis Yao

This paper explores how firms within the audience measurement industry, specifically its radio and television markets, have navigated myriad market and nonmarket challenges. The market strategies and the nonmarket forces that constrain those strategies are largely... View Details

Keywords: Measurement and Metrics; Marketing Strategy; Consumer Behavior; Monopoly; Television Entertainment; Public Opinion; Geographic Scope; Media and Broadcasting Industry; United States

December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

03 Mar 2003
Research & Ideas

The Basics of Consumer Marketing in Asia

of the audience asked Duan how companies obtain market research about Chinese consumers. Not easily, as it turns out. "Our best tools are our two legs," he said, because there are few companies... View Details

Keywords: by Julie Jette

February 2001 (Revised October 2002)
Teaching Note

Michael Dell: Winning on the Demand Side of the Information Revolution TN

By: Nancy F. Koehn

Teaching Note for (801-363). View Details

Keywords: Demand and Consumers; Information

2011
Working Paper

Fractionalization and the Municipal Bond Market

We study the impact of ethnic and religious fractionalization on the U.S. municipal debt market and find that issuers from more ethnically and religiously fractionalized counties pay higher yields on their municipal debt. A two standard deviation increase in religious... View Details

Keywords: Ethnicity Characteristics; Bonds; Financial Markets; Investment Return; Geographic Location; City; Religion; United States

21 Oct 2011
Working Paper Summaries

Market Interest in Nonfinancial Information

Keywords: by Robert G. Eccles, Michael P. Krzus & George Serafeim

May 1994
Background Note

Managing Market Complexity: A Three-Ring Circus

By: V. Kasturi Rangan

Proposes models of organization that address the various product-market environments posed by the product life cycle. Frames these changes along the two dimensions of uncertainty and diversity. Offers three sets of organizational characteristics to reflect the three... View Details

Keywords: Business Processes; Growth and Development Strategy; Complexity; Organizational Structure; Organizational Culture; Product Marketing; Markets; Product

February 2019 (Revised October 2019)
Case

Extend Fertility: Conceiving the Market for Egg Preservation (A)

By: Debora L. Spar and Olivia Hull

In April 2003, entrepreneur and MBA student Christy Jones was planning a new venture to help women preserve their fertility. Her company, Extend Fertility, would commercialize a technique known as egg freezing, in which a woman’s eggs were extracted and stored at low... View Details

Keywords: Assisted Reproduction; Entrepreneur; Health And Wellness; Fertility; Infertility; Women's Health; Creating Markets; Egg Freezing; Fertility Clinic; Entrepreneurship; Strategy; Marketing Strategy

Educators

September 1983
Case

Harley-Davidson: Marketing Strategy for Motorcycles--1977

Incorporates material on AMF, Harley-Davidson's parent company. This information is designed to permit analysis of Harley-Davidson in the context of AMF's corporate strategy and overall business portfolio. A rewritten version of two earlier cases. View Details

Keywords: Marketing Strategy; Corporate Strategy; Motorcycle Industry