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- All HBS Web (245)
- Faculty Publications (88)
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- 16 Oct 2018
- First Look
New Research and Ideas, October 16, 2018
input more valuable. Distributed supermodular complementarity (DSMC) exists when two or more independent actors can create complementary value by pursuing their own interests and will not find it...
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Dina Gerdeman
- 05 Jan 2009
- Research & Ideas
Most Popular Articles and Working Papers 2008
with the price-increase hammer every time they drive past a gas station. Harvard Business School professor John Quelch offers tips on how marketers can cope with inflation and...
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by Staff
- 11 Feb 2008
- Research & Ideas
Does Democracy Need a Marketing Manager?
Very little scholarship has been done around the subject of marketing and democracy. In fact, many believe that politics needs less marketing. Harvard Business School professor John A. View Details
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by Sean Silverthorne
- 26 Jun 2018
- First Look
New Research and Ideas, June 26, 2018
forthcoming Journal of International Business Studies Organizational Innovation in the Multinational Enterprise: Internalization Theory and Business History By: da Silva Lopes, Teresa, Mark Casson, and G....
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Dina Gerdeman
- April 2020
- Case
Promoting Land and Nature Jerky
By: John A. Quelch and Katherine B. Hartman
Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine...
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Keywords:
Advertising;
Spending;
Marketing Communications;
Marketing Strategy;
Product Positioning;
Food and Beverage Industry
Quelch, John A., and Katherine B. Hartman. "Promoting Land and Nature Jerky." Harvard Business School Brief Case 920-563, April 2020.
- 25 Oct 2010
- HBS Case
Tesco’s Stumble into the US Market
makes ideal Harvard Business School case material for teaching everything from multinational strategy to on-the-ground logistics. Marketing professor John A. Quelch recently introduced Tesco PLC: Fresh &...
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- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
In a recent op-ed piece for the Sunday London Times, Harvard Business School professor John Quelch warned that popular U.S. brands could be in for a rough ride overseas should anti-American sentiment grow...
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by Sean Silverthorne
- 11 Nov 2014
- First Look
First Look: November 11
to lead to improvements in dealing with the problem of economic benchmarking. Download working paper: http://ssrn.com/abstract=2517496 The Decoupling Effect of Digital Disruptors By: Teixeira, Thales S., and...
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Sean Silverthorne
- December 2013
- Course Overview Note
Digital Marketing Strategy
By: Thales Teixeira
Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers.
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Teixeira, Thales. "Digital Marketing Strategy." Harvard Business School Course Overview Note 514-087, December 2013.
- May–June 2015
- Article
Television Advertising and Online Shopping
By: Jura Liaukonyte, Thales Teixeira and Kenneth Wilbur
Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a...
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Keywords:
Content Analysis;
Difference-in-differences;
Internet;
Media Multitasking;
Online Purchases;
Advertising;
Advertising Industry;
United States
Liaukonyte, Jura, Thales Teixeira, and Kenneth Wilbur. "Television Advertising and Online Shopping." Marketing Science 34, no. 3 (May–June 2015): 311–330.
- 28 Jan 2014
- First Look
First Look: January 28
predict the future, with the aim of profiting from their forecasts. This book chronicles the lives and careers of the men who defined this first wave of economic fortune tellers, men such as Roger Babson, Irving Fisher, View Details
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Sean Silverthorne
- 2008
- Book
Greater Good: How Good Marketing Makes for Better Democracy
By: John A. Quelch and Katherine E. Jocz
Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In "Greater Good", the authors contend that marketing performs an essential societal function—and does so democratically....
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- 10 Dec 2007
- HBS Case
One Laptop per Child
Dell, and Lenovo. Such wide-ranging issues are the focus of the case, coauthored by HBS professor John Quelch and...
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- March 2014 (Revised December 2014)
- Case
Vision 2020: Takeda and the Vaccine Business
By: John A. Quelch and Margaret L. Rodriguez
In 2014, Yasuchika Hasegawa was orchestrating the transformation of Takeda from a Japanese pharmaceutical company with a global footprint into a global company with a Japanese heritage. A 33-year veteran of Takeda, Hasegawa-san was appointed president of Takeda in 2003...
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Keywords:
Health Care;
Global;
NGO;
Public Health;
Japan;
GSK;
Vaccine;
Supply Chain;
Market Entry;
Health;
Health Care and Treatment;
Trade;
Market Entry and Exit;
Global Strategy;
Health Industry;
Pharmaceutical Industry
Quelch, John A., and Margaret L. Rodriguez. "Vision 2020: Takeda and the Vaccine Business." Harvard Business School Case 514-084, March 2014. (Revised December 2014.)
- June 2010 (Revised July 2011)
- Case
Classic Knitwear and Guardian: A Perfect Fit?
By: John A. Quelch and Patricia Girardi
Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a...
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Keywords:
Market Research;
Forecasting;
Consumer Marketing;
New Product Marketing;
Product Lines;
Merchandising;
Branding;
Demand and Consumers;
Partners and Partnerships;
Marketing Strategy;
Forecasting and Prediction;
Product Marketing;
Brands and Branding;
Product Development;
Apparel and Accessories Industry;
Apparel and Accessories Industry
Quelch, John A., and Patricia Girardi. "Classic Knitwear and Guardian: A Perfect Fit?" Harvard Business School Brief Case 104-217, June 2010. (Revised July 2011.)
- 20 May 2014
- First Look
First Look: May 20
challenge for the existing theories on upstream capital flows and global imbalances. August 2013 Journal of the European Economic Association The New Empirical Economics of Management By: Bloom, Nicholas, Renata Lemos, Raffaella Sadun,...
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Sean Silverthorne
- 12 Feb 2019
- First Look
New Research and Ideas, February 12, 2019
Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira Abstract— Many online stores are designed such that shoppers can easily access any available discounted products. We propose...
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Dina Gerdeman
- 10 Jul 2018
- First Look
New Research and Ideas, July 10, 2018
of companies that are helping create the conditions for the industry’s growth by amassing knowledge about best practices, influencing the development of regulations, exploring new uses for drones, developing a professional workforce,...
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Dina Gerdeman
- 2014
- Working Paper
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste...
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Teixeira, Thales S. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It." Harvard Business School Working Paper, No. 14-055, January 2014.
- Research Summary
Rooting Marketing Strategy in Human Universals
Localization strategies can be costly to implement while globalization strategies may fail to develop or create demand by stressing readily shared product features rather than shared needs. Thus the question: Is there, somewhere between the extremes of localization...
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