Publications

A collection of marketing cases from Harvard Business School, including Coca-Cola, Tweeter, DHL Worldwide Express, Charles Schwab, Heineken, UNICEF, Steinway & Sons, and Harrah's Entertainment. View Details

Marketing Metaphoria

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book... View Details

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

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

Research Summary

Credit markets

Bond market; Bank lending; Credit markets institutions; Credit ratings View Details

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

2023
Working Paper

The Value of Professional Ties in B2B Markets

By: Navid Mojir and Sriya Anbil

We study how a particular form of social ties (i.e., professional ties proxied by past employment) aﬀects price and proﬁtability in business-to-business (B2B) markets. While most of the work on social ties focuses on information diﬀusion in business-to-consumer... View Details

Keywords: Professional Ties; Social Ties; Business-to-business Marketing; B2B Marketing; Repo; Individual Connections; B2B Pricing; Pricing; Decision-making In Financial Markets; Marketing; Relationships; Price; Financial Markets; Decision Making

SSRN

Read Now

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

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

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

Read Now

September 2016 (Revised November 2017)
Case

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

By: Robert J. Dolan

“A Warby Parker of mattresses? Somebody is going to do it. Why not us?” This was the topic of a conversation begun in spring 2013 among Gabe Flateman, Philip Krim, Neil Parikh, and T. Luke Sherwin. The four met as members of a New York City venture accelerator... View Details

Keywords: Mattress; Sleep; Marketing; Business Model; Marketing Channels; Adoption; Sales; Consumer Products Industry

Clubs

Marketing Club

Keywords: Marketing; Marketing

2022
Working Paper

Heterogeneous Investors and Stock Market Fluctuations

By: Odhrain McCarthy and Sebastian Hillenbrand

We introduce a heterogeneous agent model which features extrapolative beliefs and time-varying risk aversion. The model leads to an empirical framework which we estimate with stock prices, survey data and risk aversion measures. We find that extrapolative beliefs and... View Details

Keywords: Stock Market; Investment Decisions; Asset Pricing; Investment; Behavioral Finance; Stocks

SSRN

2014
Other Teaching and Training Material

Marketing Reading: Global Marketing

By: Rohit Deshpandé

September 2005
Article

How Markets Help Marketers

By: Anita Elberse

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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