Publications

01 Apr 2002
News

Emerging Research on Emerging Markets

Is significant foreign direct investment in China a good thing? Conventional wisdom says yes, but HBS associate professor Yasheng Huang disagrees. "Large-scale absorption of foreign direct investment by... View Details

Keywords: Yasheng Huang; Publishing Industries (except Internet); Information

03 Mar 2008
Research & Ideas

Marketing Your Way Through a Recession

advertisements by shifting from 30-second to 15-second advertisements, substituting radio for television advertising, or increasing the use of direct marketing, which gives more immediate sales impact. 4. Adjust product portfolios. View Details

Keywords: by John Quelch

October 2010
Article

The Emerging Capital Market for Nonprofits

By: Robert S. Kaplan and Allen S. Grossman

Many of our largest and most successful companies today did not exist 50 years ago. During this same time interval, companies that ranked among top in the 1960s have disappeared, been merged out of existence, or become much smaller presences in the U.S. industrial... View Details

Keywords: Capital Markets; Investment Funds; Philanthropy and Charitable Giving; Corporate Accountability; Management Practices and Processes; Infrastructure; Corporate Social Responsibility and Impact; Performance Effectiveness; Nonprofit Organizations

July–August 2021
Article

Why You Aren't Getting More from Your Marketing AI

By: Eva Ascarza, Michael Ross and Bruce G.S. Hardie

Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the differences between the value of... View Details

Keywords: Artificial Intelligence; Marketing; Decision Making; Communication; Framework; AI and Machine Learning

June 2020 (Revised July 2023)
Case

Time Out: The Evolution from Media to Markets

By: Kate Barasz and Eva Ascarza

In February 2020, Time Out’s chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out — the global media and entertainment brand — had gone from a self-published counterculture publication in... View Details

Keywords: Branding; Media Businesses; Hospitality; Hospitality Industry; Digital; Brands and Branding; Media; Marketing; Marketing Strategy; Organizational Change and Adaptation; Strategy; Media and Broadcasting Industry; Food and Beverage Industry; United Kingdom; United States

Educators

05 May 2003
What Do You Think?

Is This a Golden Era for Marketing Productivity?

positioning brands, directing marketing messages, and improving products and services may be leading away from vast surveys or focus group inquiries of consumers' conscious reactions. Instead, they may... View Details

Keywords: by James Heskett

10 Jul 2000
Research & Ideas

The State of the Markets

Worldwide financial markets are in a period of extraordinary change, as they gear up for more and more volume, work out an assortment of mergers and consolidations, contemplate the reality of 24-hour global trading, adopt new advances in... View Details

Keywords: by James E. Aisner

27 Oct 2002
Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

market specialists as well as territorial generalists; telesales and telemarketing; service specialists; distributors; dealers; value-added integrators, resellers and packagers; wholesalers; retailers; View Details

Keywords: by Benson Shapiro

Institutions, Institutional Change and Economic Performance in Emerging Markets

Emerging markets play an increasingly important role in the global economy, accounting for 31% of global GDP and more than 50% of global foreign direct investment in 2012. However, doing business in emerging markets remains subject to a high degree of "policy risk,"... View Details

When Can the Market Identify Stale News?

Why do investors react to old information? We conjecture that it is cognitively difficult to identify old content combined from multiple sources. We use a unique dataset of news passing through the Bloomberg terminal to differentiate "recombination" stories that draw... View Details

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

05 Dec 2007
Sharpening Your Skills

Sharpening Your Skills: Managing Marketing

direct sales? Should I break out individual costs on a price tag? How Can Marketing Better Align With Corporate Strategy? Fixing the Marketing—CEO Disconnect In many companies, the View Details

30 May 2000
Research & Ideas

Market Makers Bid for Success

not work, because those parties will fight the market too much. We've now moved into upward and downward auctions and other kinds of exchange mechanisms for different economic situations. We have an asset marketplace for used assets and... View Details

Keywords: by Staff; Web Services; Technology

09 Apr 2001
Research & Ideas

Marketing a Country: Promotion as a Tool for Attracting Foreign Investment.

organizations tended to be created for the purpose of marketing countries as investment sites and not with the primary objectives of screening investment or negotiating with investors. Governments can adopt two polar positions in their... View Details

Keywords: by Louis T. Wells & Alvin G. Wint

October 2016 (Revised April 2018)
Case

ASICS: Chasing a 2020 Vision

By: Elie Ofek, Nobuo Sato and Akiko Kanno

In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart... View Details

Keywords: Brand Management; Sports Apparel; Competitive Positioning; Direct To Consumer Marketing; Retail Formats; Lifestyle Brands; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Digital Platforms; Product Positioning; Marketing Channels; Sports; Retail Industry; Apparel and Accessories Industry; Sports Industry; Entertainment and Recreation Industry

Educators

Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the... View Details

1993
Chapter

Marketing Strategies to Attract Foreign Investment

By: L. T. Wells Jr.

Keywords: Marketing Strategy; Foreign Direct Investment; Globalized Economies and Regions; Trade