Publications

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Research Services - Faculty & Research

ensure the seamless execution of around 20 research events annually. In addition, the Marketing and Communications group is available for faculty consultations to promote specific View Details

Research Summary

Research Questions

By: Anita Elberse

One overarching question drives my research: What are effective marketing strategies for managers in creative industries?

I focus on three sub-questions:

How can managers in creative industries effectively manage products and product... View Details

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

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April 2022
Article

National Customer Orientation: A Framework, Propositions and Agenda for Future Research

By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé

Purpose: This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars investigating cross-national research.
Design/methodology/approach: A conceptual... View Details

Keywords: International Marketing; Macro-marketing; Marketing; Financial Crisis; Customer Focus and Relationships; Economic Growth; Economic Slowdown and Stagnation

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Research Summary

Marketing and Competition in Pharmaceutical Markets

In his research on pharmaceutical markets, Professor King explores how marketing and product differentiation affect competition among firms in the prescription market for anti-ulcer drugs. Four main results emerge from an analysis of antiulcer drug sales from 1977 to... View Details

28 May 2019
News

Research Brief: Field Research

agronomist researches the matter and sends a tailored reply within 24 hours. The more information a farmer shares with PAD—about planting practices, market prices, or soil conditions—the more its... View Details

Keywords: Jen McFarland Flint; Crop Production; Agriculture

Research Summary

Social Marketing and Cause Marketing

By: V. Kasturi Rangan

Rangan is studying the role of marketing in influencing social change by focusing on the adoption of social products and ideas such as family planning, economic development, drug abuse prevention, health care, and recycling. Rangan is attempting to determine how social... View Details

1980
Article

The Usefulness of Marketing Information in Decision Making: An Empirical Study of Market Research Projects

By: Rohit Deshpandé

Research Summary

Current Research

By: Leslie K. John

Professor John is a behavioral scientist who uses both laboratory and field experiments to investigate questions that are at the intersection of marketing, organizational behavior, and public policy.

Professor John’s work has been published in leading... View Details

Research Summary

Wall Street Research

By: Paul M. Healy

Wall Street research helps to support a well-functioning capital market by providing investors with information about investment opportunities, and corporate issuers with liquidity for their stocks. Yet surprisingly little is known about how Wall Street research... View Details

Keywords: Sell-side Analysts; Brokerage; Investment Banking; Buy-side Analysts; Compensation; Financial Services Industry

December 2008
Article

To Innovate or Imitate? Entry Strategy and the Role of Market Research

By: Elie Ofek and Ozge Turut

Keywords: Innovation and Invention; Strategy; Markets; Research

Research Summary

Current Research Projects

1. Freedom and Openness in Scientific Research

This is a joint project with Philippe Aghion, Scott Stern, and Fiona Murray. It analyzes the effects of shifts in the availability of genetically modified mice for follow-on research. ... View Details

2014
Article

Wall Street Research

By: Paul M. Healy

This article discusses a research program investigating the workings of both the sell and buy sides of financial analysis, tackles how the U.S. securities industry research adds value in financial markets, and evaluates the business model problems that the industry... View Details

Keywords: Financial Markets; Business Model; Research; Financial Services Industry; United States

2009
Blog

Harvard Business Online—Marketing Know:How: How to Use Market Research in a Recession

By: John A. Quelch

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February 2010
Supplement

Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

This Excel worksheet contains sample problems, prebuilt Excel models to run market sizing and market share analyses, and charts and graphs which help visualize the results. It is designed to accompany Marketing Analysis Tookit: Market Size and Market Share Analysis.... View Details

Keywords: Mathematical Methods; Marketing Strategy; Decisions; Strategic Planning; Market Participation; Sales; Forecasting and Prediction; Management Analysis, Tools, and Techniques

Research Summary

Challenging Conditions, Social Networks, and the Success of Academic Research in Marketing

with Elie Ofek and Stav Rosenzweig View Details

October 2019
Case

Feeling Machines: Emotion AI at Affectiva

By: Shane Greenstein and John Masko

In 2016, Affectiva—a Boston-based emotion AI software company with a long track record of building emotion-sensing software for market research—had attempted to expand into new verticals by releasing a mobile software development kit (SDK) that downloaders could adapt... View Details

Keywords: Artificial Intelligence; Market Research; Business Model; Finance; Revenue; Decision Making; Risk and Uncertainty; Market Entry and Exit; Applications and Software; AI and Machine Learning; Information Technology Industry; Auto Industry; United States

Educators

Web

Faculty & Research

efficient firm—thereby diversifying its production technologies while increasing concentration—can lower prices by prompting the leader to expand output and competitors to aggressively defend market shares. However, large transfers prove... View Details

April 2014
Tutorial

Conjoint Analysis: Online Tutorial

By: Elie Ofek and Olivier Toubia

The Conjoint Analysis: Online Tutorial is an interactive pedagogical vehicle intended to facilitate understanding of one of the most popular market research methods in academia and practice, namely conjoint analysis. The aim is to provide students or executives going... View Details

Keywords: Market Research; Conjoint Analysis; Market Segmentation; Pricing; Marketing Strategy