Publications

September 1985 (Revised August 1992)
Background Note

Note on Marketing Data Diskettes and MAT (Marketing Analytical Tools)

June 1982 (Revised May 1984)
Supplement

General Electric Co.: Clock and Timer Market Strategy, Planning Exercise

July 1987 (Revised January 1993)
Background Note

Legal Restrictions on Marketing Management, Introduction

Reviews several key areas in the marketing manager's legal environment and is organized around the marketing mix variables. In the pricing section it covers price fixing, resale price maintenance, discriminatory pricing, and predatory pricing. In the distribution... View Details

Keywords: Law; Marketing

March 2014
Article

Do Analysts Follow Managers Who Switch Companies? An Analysis of Relationships in the Capital Markets

By: Francois Brochet, Gregory S. Miller and Suraj Srinivasan

We examine the importance of professional relationships developed between analysts and managers by investigating analyst coverage decisions in the context of CEO and CFO moves between publicly listed firms. We find that top executive moves from an origin firm to a... View Details

Keywords: Management Turnover; Analyst Coverage; Capital Market Relationships; Capital Markets; Relationships

SSRN

August 2005 (Revised March 2024)
Background Note

Spotting Institutional Voids in Emerging Markets

By: Tarun Khanna and Krishna Palepu

With the demise of communism, many countries in the world are striving to build their economic activity around markets and to participate in free trade arrangements, such as the World Trade Organization (WTO), European Union (EU), and North American Free Trade... View Details

Keywords: Emerging Markets

June 2012 (Revised December 2017)
Case

Marc Rich and Global Commodity Trading

By: Geoffrey Jones and Espen Storli

Examines the career of Marc Rich, the world's leading commodity trader before his criminal indictment in the United States in 1983. The case surveys the historical growth of commodity trading, especially in metals, from the late nineteenth century, and its evolving... View Details

Keywords: Commodity Market; Natural Resources; Metals and Minerals; Business History; Entrepreneurship; Service Industry; Mining Industry; Africa; Europe; Middle East; North and Central America; Israel; South Africa; Iran

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

Twenty years has provided time to judge the success or failure of Theodore Levitt's predictions of a global economy populated by standardized products and marketing approaches. For the colloquium, a number... View Details

Keywords: by Working Knowledge editors

August 2017
Case

RoboTech: Storming into the U.S. Market

By: Christopher A. Bartlett, Rachel Gordon and John J. Lafkas

This case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative... View Details

Keywords: Market Entry and Exit; Diversification; Product Launch; Competitive Strategy; Globalized Firms and Management; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Singapore; United States

Web

Marketing - Faculty & Research

Marketing Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students Featured Publication Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb By: Shunyuan... View Details

Article

Soul and Machine (Learning)

By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Burnap Alex, Tong Guo, Dokyun (DK) Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan

Machine learning is bringing us self-driving cars, medical diagnoses, and language translation, but how can machine learning help marketers improve marketing decisions? Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to... View Details

Keywords: Machine Learning; Marketing Applications; Knowledge; Technological Innovation; Core Relationships; Marketing; Applications and Software

Read Now

August 2009 (Revised August 2010)
Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld

How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details

Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

Harvard Business Publishing has released new toolkits to help managers make key marketing decisions on market analysis, breakeven analysis, customer lifetime value, profit and... View Details

Keywords: by Sarah Jane Gilbert

2011
Working Paper

The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details

Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods

Read Now

Article

Good Markets (Really Do) Make Good Neighbors

By: Scott Duke Kominers

This article gives a (very) brief exposition of what market design is, along with four examples of market design in action. Loosely themed after Robert Frost’s poem “Mending Wall,” the examples demonstrate ways in which market design can break barriers—physical,... View Details

Keywords: Market Design; Economics; Theory; Change; Society

Read Now

September 1997 (Revised October 2001)
Case

efficient market services: August 1993 (A)

By: Paul A. Gompers and Jeffrey A. Farrell

Penny Baron, vice president of efficient market services, must decide how to finance rapid expansion for a young market research company. Venture leasing is a possibility and terms are explored. View Details

Keywords: Venture Capital; Growth Management; Research; Marketing; Financing and Loans; Business Startups; Management Teams; Leasing; Service Industry; United States

22 Oct 2018
Blog Post

HBS Marketing Club Presents: The Brand Summit

and a competitive edge in the market. Of course, this is easier said than done. In a world of rapid technology advancements and changing consumer preferences, marketers are... View Details

Keywords: All Industries

21 Mar 2014
Blog Post

East Asia MBA Market Update

Over the past several months I have engaged with organizations across East Asia regarding job opportunities for MBA candidates. While economic growth has slowed in the region, the job market is still good overall for MBA graduates View Details

Keywords: Technology; Consumer Products / Retail

January 2007 (Revised December 2007)
Case

PSI: Social Marketing Clean Water

By: V. Kasturi Rangan, Nava Ashraf and Marie Bell

Senior management at PSI, arguably the world's largest and most successful social marketer with impressive achievements in the field of family planning, HIV/AIDS, and malaria prevention must determine what to do about their slow-to-take-off clean water initiative.... View Details

Keywords: Investment Funds; Health Care and Treatment; Social Marketing; Natural Environment; Social Enterprise; Business Strategy