Database Marketing - Publications - Faculty & Research

14 Jul 2003
Research & Ideas

Keeping Your Balance With Customers

Industrial Era, product innovation and operations management predominated. Product innovation ensured the continuous flow of new products that would sustain growth or market share or both. Operations management ensured that costs and... View Details

Keywords: by Robert S. Kaplan & David P. Norton

13 Sep 2012
Research & Ideas

Why Public Companies Underinvest in the Future

private firms differs.” So when Harvard Business School Assistant Professor Joan Farre-Mensa learned he'd been granted access to a database of accounting information on tens of thousands of private American firms, he knew it was an... View Details

Keywords: by Maggie Starvish

06 May 2002
Research & Ideas

A Toolkit for Customer Innovation

pace of change in many markets accelerates and as some industries move toward serving "markets of one," the cost of understanding and responding to customers' needs can easily spiral out of control. In the course of studying... View Details

Keywords: by Stefan Thomke & Eric Von Hippel

21 Jul 2003
Research & Ideas

Don’t Get Buried in Customer Data—Use It

top players' market share declined more than 10 percent. Not surprisingly, many executives' faith in CRM has waned. In a 2001 Bain & Co. survey of the 25 most popular management tools, CRM was ranked near the bottom. In a follow-up... View Details

Keywords: by Jean Ayers

19 Dec 2006
First Look

First Look: December 19, 2006

Working PapersAnomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models: Theory and Empirical Test Authors:Andre Bonfrer, Ernest R. Berndt, and Alvin Silk Abstract We investigate the theoretical possibility and... View Details

Keywords: Sean Silverthorne

02 Jul 2001
What Do You Think?

Built to Last or Bought to Sell?

assumption that continuity is more desirable. The problem apparently has much to do with the narrow definition of success, the ability to outperform the stock market that the authors use as the primary criterion for their study. Jonathan... View Details

Keywords: by James Heskett

15 Feb 2000
Lessons from the Classroom

Delivering Information Services: A 30-Year Perspective

IPO in 1990 to a $10-billion company today, with a market value of close to $140 billion! I'm also doing research for a case on Drugstore.com, which is essentially a drug store "built" on the Internet. It's getting ready to... View Details

Keywords: by Staff

23 Nov 1999
Research & Ideas

What’s Your Strategy for Managing Knowledge?

removing client-sensitive information, we develop 'knowledge objects' by pulling key pieces of knowledge such as interview guides, work schedules, benchmark data, and market segmentation analyses out of documents and storing them in the... View Details

Keywords: by Morten T. Hansen, Nitin Nohria & Thomas Tierney; Consulting

09 Nov 2015
Research & Ideas

These Employers Pay Higher Salaries than Necessary

buyer. Now translate the same situation from a brick-and-mortar bazaar to an online peer-to-peer marketplace such as Upwork, which allows businesses to outsource work to freelancers, frequently overseas. “Workers on the market have lots... View Details

Keywords: by Michael Blanding; Employment; Technology; Computer

27 Jun 2024
Research & Ideas

Gen AI Marketing: How Some 'Gibberish' Code Can Give Products an Edge

into favoring their own products by adding a carefully crafted short text sequence to online product descriptions. The study explores whether marketers “can game these models to get the answers that they are seeking to advantage their own... View Details

Keywords: by Ben Rand; Technology

19 Feb 2008
Research & Ideas

Radical Design, Radical Results

decades, but we know almost nothing about how companies manage design innovation," Verganti says. For their study, Verganti and Dell'Era focused on the Italian furniture industry, using a database (Webmobili.com) to classify 2,000... View Details

Keywords: by Julia Hanna; Consumer Products

01 Dec 2008
Lessons from the Classroom

How Many U.S. Jobs Are ‘Offshorable’?

team.) Team members could click on each occupation ("Architectural Drafters," for example) to review information from a database developed for the U.S. Department of Labor. The database, O*NET, describes hundreds of occupations and breaks... View Details

Keywords: by Julia Hanna

03 Mar 2015
First Look

First Look: March 3

we identify core insights about how firms compete against one another in established markets. Based on our evaluation, we argue that a promising research opportunity for strategy lies in exploring how firms strategically interact in new View Details

Keywords: Sean Silverthorne

08 Oct 2021
Research & Ideas

How Newspaper Closures Open the Door to Corporate Crime

percent of Fortune 100 firms, from 2000 to 2017. The database contains the location of each violation, allowing Heese and his colleagues to overlay that data both in areas where local newspapers were operating and in other areas where... View Details

Keywords: by Avery Forman

05 Sep 2000
Research & Ideas

Building Bridges Between Education and Business

specific aspects of a company. It's much easier to get a business to open up about its marketing or logistics work, he said, when it doesn't feel compelled to show its overall corporate strategy. Another group's representative added that... View Details

Keywords: by Martha Lagace

25 Sep 2018
First Look

New Research and Ideas, September 25, 2018

inventors who patent since 1920; a dataset of the employment, location, and patents of firms active in R&D since 1921; and a historical state-level corporate tax database since 1900, which we link to an existing View Details

Keywords: Dina Gerdeman

01 Dec 2015
Research & Ideas

What to Do When Your Organization Has Dueling Missions

social enterprise (WISE), a type of organization that helps people transition back into the labor market after long-term unemployment. It also exemplifies what organization theorists call a hybrid: Rather than depending on charitable... View Details

Keywords: by Carmen Nobel

20 Dec 2004
Research & Ideas

How an Order Views Your Company

the order management cycle? Benson Shapiro: In the late 1970s, when I was teaching the Industrial Marketing course in the MBA program at Harvard, it began to become clear to me that to really manage many businesses, one needed to deal... View Details

Keywords: by Sarah Jane Johnston

31 Oct 2017
First Look

New Research and Ideas, October 31, 2017

forthcoming Journal of Political Economy The Market for Financial Adviser Misconduct By: Egan, Mark, Gregor Matvos, and Amit Seru Abstract—We construct a novel database containing the universe of financial... View Details

Keywords: by Sean Silverthorne

30 Apr 2012
Research & Ideas

India’s Ambitious National Identification Program

Unique Identification System," with Anjali Raina (HBS AMP 174, 2008), executive director of the HBS India Research Center in Mumbai. "Any company that wants to operate in emerging markets that are large and populous, like China,... View Details

Keywords: by Dina Gerdeman

Publications