Publications

1996
Book

New and Improved: The Story of Mass Marketing in America

By: R. S. Tedlow

Keywords: Marketing Strategy; United States

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

June 2020
Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull

In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details

Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States

February 2021 (Revised July 2024)
Case

White Claw: Defending Market Share as Competition Encroaches

By: Jill Avery

By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details

Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Food and Beverage Industry; Food and Beverage Industry; United States

October 1988 (Revised October 1989)
Background Note

Aspects of Marketing Organization: An Introduction

By: Frank V. Cespedes

Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature... View Details

Keywords: Marketing Strategy

Article

Liquidity Provision and Stock Return Predictability

By: Mark Seasholes and Terrence Hendershott

This paper examines the trading behavior of two groups of liquidity providers (specialists and competing market makers) using a six-year panel of NYSE data. Trades of each group are negatively correlated with contemporaneous price changes. To test for return... View Details

Keywords: Liquidity; Market Makers; Market Efficiency; Inventory; Liquidity Provision; Market Design; Financial Liquidity; Stocks; Investment Return

Web

Purpose of the Firm | Institute for Business in Global Society

Purpose of the Firm Companies are increasingly evaluated not just on their financial performance but on their contributions to society. This section investigates the changing purpose of the firm in society View Details

Article

Preference Signaling in Matching Markets

Many labor markets share three stylized facts: employers cannot give full attention to all candidates, candidates are ready to provide information about their preferences for particular employers, and employers value and are prepared to act on this information. In this... View Details

Keywords: Signaling; Matching; Cheap Talk; Congestion; Market Design; Marketplace Matching; Communication; Job Search

1990
Book

New and Improved: The Story of Mass Marketing in America

By: R. S. Tedlow

Keywords: Marketing; History; United States

2004
Chapter

Cost Economies in the Global Advertising and Marketing Services Business

By: Alvin J. Silk and Ernst R. Berndt

Keywords: Cost Management; Advertising; Marketing; Globalized Markets and Industries; Advertising Industry; Service Industry

2002
Other Unpublished Work

Investment Banking and Security Market Development: Does Finance Follow Industry?

By: Bharat Anand and Alexander Galetovic

1978
Article

Sequential Structure of Futures Markets and the Value of Improving Information: An Example

By: Jerry R. Green

In an example, the value of improving information is computed under alternative structures for the timing of futures markets. It is always beneficial if futures markets are active both before and after the information is revealed. View Details

18 May 2016
Other Presentation

Competing to Change the World: Creating Shared Value

By: Michael E. Porter

The principle of shared value involves creating economic value in a way that also creates value for society by addressing its needs and challenges. Shared value is becoming an integral part of strategy and is defining a whole new set of best practices that companies... View Details

Keywords: Society; Shared Value; Value Creation; Strategy; Civil Society or Community; United States

2004
Chapter

The Globalization of Stock Markets and Convergence in Corporate Governance

By: Gerald F. Davis and Christopher Marquis

Keywords: Globalized Markets and Industries; Financial Markets; Corporate Governance; Financial Services Industry; Information Technology Industry

25 Apr 2014
News

Strategists analyze market forces—great strategists also look beyond the market

Traditionally, corporate strategists define industry structure, competitive positions, resources, and knowledge flows as the key sources of competitive advantage. Within these sources, they look for areas of opportunity in the View Details

2006
Working Paper

Streaming Knowledge—A Hidden History of Codetermination: The Schmalenbach Society and the Dinkelbach School of German Management

13 Jan 2012
Working Paper Summaries

Intermediaries for the IP Market

Keywords: by Andrei Hagiu & David Yoffie

October 1996 (Revised April 1998)
Case

Mobil USM&R (D): Gasoline Marketing

By: Robert S. Kaplan

Mobil US Marketing & Refining has shifted from a centralized staff-driven organization to decentralized business-units. Staff functions now must negotiate service agreements with a buyer's committee consisting of representatives from the profit-center business units.... View Details

Keywords: Balanced Scorecard; Management Teams; Human Resources; Agreements and Arrangements; Organizational Change and Adaptation; Customers; Situation or Environment; Business Units; Energy Industry; Mining Industry; United States