marketing - Publications - Faculty & Research

Adobe started monitoring Annual Recurring Revenue (ARR), one of its primary metrics, when it shifted from selling its software in a box to selling the software as a subscription-based cloud service. They wanted to know when, where, and how much to invest in marketing.... View Details

Keywords: Customer Acquisition; Customer Journey; Marketing Strategy; Marketing; Customer Focus and Relationships; Budgets and Budgeting

Citation

Purchase

November 2013
Article

Which U.S. Market Interactions Affect CEO Pay? Evidence from UK Companies

By: Joseph Gerakos, Joseph Piotroski and Suraj Srinivasan

This paper examines how different types of interactions with U.S. markets by non-U.S. firms are associated with higher level of CEO pay, greater emphasis on incentive-based compensation, and smaller pay gap with U.S. firms. Using a sample of CEOs of UK firms and using... View Details

Keywords: CEO Compensation; International Pay; Incentives; Cross-listing; United Kingdom; Motivation and Incentives; Executive Compensation; Globalization; Corporate Governance; United Kingdom; United States

Citation

SSRN

Find at Harvard

February 2010 (Revised March 2012)
Case

Harvard Business School Executive Education: Balancing Online and Offline Marketing

By: John A. Deighton and Leora Kornfeld

How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to... View Details

Keywords: Transition; Marketing Strategy; Budgets and Budgeting; Technology Adoption; Digital Marketing; Resource Allocation; Information Technology Industry

Citation

Educators

Purchase

October 2011 (Revised March 2015)
Case

Dongfeng Passenger Vehicle Company: Marketing Challenges for the Underprivileged Latecomer

By: Willy Shih and Nancy Hua Dai

As Mr. Li Chunrong visited the new assembly line for the Dongfeng Passenger Vehicle Company in Wuhan, China, he contemplated the position his business unit found itself in: a latecomer. As a state-owned enterprise Dongfeng had entered into numerous joint ventures to... View Details

Keywords: Market Entry and Exit; Problems and Challenges; Auto Industry; China

Citation

Educators

Purchase

2023
Working Paper

Accounting for Carbon Offsets – Establishing the Foundation for Carbon-Trading Markets

By: Robert S. Kaplan, Karthik Ramanna and Marc Roston

Tackling climate change requires reductions in current and future greenhouse gas (GHG) emissions as well as the removal of existing GHG from the atmosphere. Carbon-offset producers purport to provide such removals. But poor measurement practices and inadequate controls... View Details

Keywords: Carbon Offsetting; Climate Change; Environmental Regulation; Corporate Accountability

Citation

SSRN

Read Now

2008
Working Paper

Market Reaction to the Adoption of IFRS in Europe

By: Christopher S. Armstrong, Mary E. Barth, Alan D. Jagolinzer and Edward J. Riedl

This study examines the European stock market reaction to sixteen events associated with the adoption of International Financial Reporting Standards (IFRS) in Europe. European IFRS adoption represented a major milestone towards financial reporting convergence yet... View Details

Keywords: Financial Reporting; International Accounting; Financial Markets; Code Law; Standards; Adoption; Europe

Citation

Read Now

June 1985 (Revised August 1994)
Background Note

U.S. Government Debt Market and the Structure of Interest Rates, The

Concerns U.S. Government Debt Market and various conventions used to depict the structure of interest rates. View Details

Keywords: Sovereign Finance; Bonds; Interest Rates

Citation

Educators

Purchase

01 Aug 2018
What Do You Think?

Are Free Trade and Free Markets Quaint Ideas From the Past?

AvigatorPhotographer Are Free Trade Notions Repeatedly Victim to Short-Term Thinking? Free trade and free markets are concepts to which many of us, given our training in economics, aspire. But they inevitably fall victim to the varied and... View Details

Keywords: by James Heskett

2022
Article

The Effects of Public and Private Equity Markets on Firm Behavior

By: Shai Bernstein

In this article, I review the theoretical and empirical literature on the effects of public and private equity markets on firm behavior, emphasizing the consequences that emerge from disclosure requirements, ownership concentration, and degree of firm standardization.... View Details

Keywords: Corporate Finance And Governance; Financing Policy; Commercialization; Capital Markets; Private Equity; Public Equity; Venture Capital; Innovation and Invention; Cost of Capital

Citation

Find at Harvard

Purchase

22 Feb 2000
Research & Ideas

The Mind of the Market: Extending the Frontiers of Marketing Thought

might serve the study of consumer behavior. An HBS professor since 1991, Zaltman's work actually cuts across a number of boundaries. He's a co-director (with Stephen M. Kosslyn, Professor of psychology at Harvard University) of the Mind of the View Details

Keywords: by Martha Lagace