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  • March 8, 2008
  • Comment

Marketing Your Way Through a Recession

By: John A. Quelch
The signs of an imminent recession are all around us. The spillover from the subprime mortgage crisis is weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy. View Details
Keywords: Marketing; Recession; Products And Sales; Core Values; Fluctuation; Volatility; Economic Growth; Economic Slowdown and Stagnation; Growth and Development; Marketing Strategy; Product Marketing; Risk and Uncertainty; Salesforce Management; Asia; Europe; Latin America; North and Central America
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Quelch, John A. "Marketing Your Way Through a Recession." Harvard Business School Working Knowledge (March 8, 2008).
  • 16 Jul 2014
  • HBS Case

Marketing Obamacare

healthcare legislation in the US ensured that it would be complex and tough to sell to the public, Quelch says. But that was just the problem: Congress and the Obama Administration didn't sell it. "Fundamentally, it's a marketing... View Details
Keywords: by Michael Blanding; Health
  • June 2009 (Revised May 2010)
  • Case

BlackRock Money Market Management in September 2008 (A)

By: Kenneth A. Froot and David Lane
This case highlights the issues around money market mutual funds in the financial crisis of 2008. View Details
Keywords: BlackRock; Mutual Funds; Money Market; Investment Management; Bank Runs; 2008 Financial Crisis; Government Intervention In The Markets; GRG; Financial Management; Investment Funds; Crisis Management; Government and Politics; Financial Crisis; Financial Services Industry
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Froot, Kenneth A., and David Lane. "BlackRock Money Market Management in September 2008 (A)." Harvard Business School Case 209-101, June 2009. (Revised May 2010.)
  • October 1991
  • Background Note

Market Research

By: Robert J. Dolan
Describes the major classes of market research. Provides students with an overview of methods available enabling them to select the proper set for their purposes. View Details
Keywords: Research; Markets
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Dolan, Robert J. "Market Research." Harvard Business School Background Note 592-034, October 1991.
  • November 2019
  • Teaching Note

Magnus Resch: Transforming the Art Market Through Transparency

By: Henry McGee and Sarah Mehta
Teaching Note for HBS No. 319-002. This teaching note pairs with a case on economist and entrepreneur Magnus Resch, who is on a mission to make the art market more transparent. He has built the Magnus app, which catalogues the price and transaction history of millions... View Details
Keywords: Art Market; Transparency; Art Pricing; Business Startups; Innovation Strategy; Culture; Business Strategy; Mobile Technology; Fine Arts Industry; Information Technology Industry
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McGee, Henry, and Sarah Mehta. "Magnus Resch: Transforming the Art Market Through Transparency." Harvard Business School Teaching Note 320-021, November 2019.
  • April 2000
  • Background Note

Market Failures

By: Bharat N. Anand, Tarun Khanna and Jan W. Rivkin
Examines the role of transaction costs in impeding the functioning of markets and shows how the concept of transaction costs sheds light on a broad range of issues in strategy. View Details
Keywords: Competitive Strategy; Competition; Corporate Strategy; Cost; Market Transactions; Industry Clusters; Failure; Internet
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Anand, Bharat N., Tarun Khanna, and Jan W. Rivkin. "Market Failures." Harvard Business School Background Note 700-127, April 2000.
  • 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
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Quelch, John A. "Cancer Screening in Japan: Market Research and Segmentation." Harvard Business School Teaching Note 514-100, January 2014. (Revised March 2014.)
  • November 2014
  • Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details
Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry
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Goldberg, Lena G., Marcel Saucet, and Christine Snively. "Taryn Rose Launches Dresr: Street Marketing a Luxury Brand." Harvard Business School Case 315-025, November 2014.
  • July 1989 (Revised November 1992)
  • Background Note

Marketing Strategy Formulation

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include... View Details
Keywords: Marketing Strategy; Decision Choices and Conditions
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Drumwright, Minette E., and Thomas J. Kosnik. "Marketing Strategy Formulation." Harvard Business School Background Note 590-001, July 1989. (Revised November 1992.)
  • winter 2009
  • Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology
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Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
  • 2014
  • Other Teaching and Training Material

Marketing Reading: Global Marketing

By: Rohit Deshpandé
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Deshpandé, Rohit. "Marketing Reading: Global Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8182, 2014.
  • September 2005
  • Article

How Markets Help Marketers

By: Anita Elberse
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Elberse, Anita. "How Markets Help Marketers." Harvard Business Review 83, no. 9 (September 2005): 32–34.
  • September 2009
  • Article

Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric

By: Jordan I. Siegel and Barbara Zepp Larson
Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on... View Details
Keywords: Institutions; Labor Market; Complementarity; Global Strategy; Multinational Firms and Management; Governing Rules, Regulations, and Reforms; Labor Unions; Laws and Statutes; Operations; Organizational Change and Adaptation; Manufacturing Industry
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Siegel, Jordan I., and Barbara Zepp Larson. "Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric." Management Science 55, no. 9 (September 2009): 1527–1546. (Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on multinational firms' strategic choice and operating performance. With its decision to invest in manufacturing operations in nearly every one of the world's largest welding markets, Lincoln Electric offers us a quasi-experiment. We leverage a unique data set covering 1996–2006 that combines data on each host country's labor market institutions with data on each subsidiary's strategic choices and historical operating performance. We find that Lincoln Electric performed significantly better in countries with labor laws and regulations supporting manufacturers' interests and in countries that allowed the free use of both piecework and a discretionary bonus. Furthermore, we find that in countries with labor market institutions unfriendly to manufacturers, Lincoln Electric was still able to overcome most (although not all) of the institutional distance by what we term flexible intermediate adaptation.)
  • Article

Milestones in Marketing

By: John A. Quelch and Katherine Jocz
Marketing flourished in U.S. business schools in the prosperous years following World War II. Students preparing for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management... View Details
Keywords: Education; Business History; Marketing; Practice
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Quelch, John A., and Katherine Jocz. "Milestones in Marketing." Business History Review 82, no. 4 (Winter 2008): 827–838.
  • February 1999 (Revised June 2000)
  • Background Note

Integrated Marketing Communications

By: Robert J. Dolan
Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan. View Details
Keywords: Marketing Communications
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Dolan, Robert J. "Integrated Marketing Communications." Harvard Business School Background Note 599-087, February 1999. (Revised June 2000.)
  • 14 Feb 2011
  • Research & Ideas

Clay Christensen’s Milkshake Marketing

Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either... View Details
Keywords: by Carmen Nobel; Retail; Service; Consumer Products; Food & Beverage
  • 1996
  • Chapter

Marketing

By: R. S. Tedlow
Keywords: Marketing
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Tedlow, R. S. "Marketing." In Encyclopedia of the United States in the Twentieth Century. Edited by S. I. Kutler. New York: Charles Scribner's Sons, 1996.
  • June 1984 (Revised July 1985)
  • Background Note

The Marketing Process

By: Benson P. Shapiro
Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing. View Details
Keywords: Marketing
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Shapiro, Benson P. "The Marketing Process." Harvard Business School Background Note 584-146, June 1984. (Revised July 1985.)
  • June 2009 (Revised May 2010)
  • Supplement

BlackRock Money Market Management in September 2008 (B)

By: Kenneth A. Froot and David Lane
This case highlights the issues surrounding money market mutual funds in the financial crisis of 2008. View Details
Keywords: BlackRock; Mutual Funds; Money Market; Investment Management; Bank Runs; 2008 Financial Crisis; Government Intervention In The Markets; GRG; Financial Management; Investment Funds; Government and Politics; Financial Crisis; Financial Services Industry
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Froot, Kenneth A., and David Lane. "BlackRock Money Market Management in September 2008 (B)." Harvard Business School Supplement 209-139, June 2009. (Revised May 2010.)
  • June 1984 (Revised April 1992)
  • Background Note

The Marketing Mix

By: Benson P. Shapiro
Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach. View Details
Keywords: Marketing
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Shapiro, Benson P. "The Marketing Mix." Harvard Business School Background Note 584-125, June 1984. (Revised April 1992.)
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