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Show Results For
- All HBS Web
(2,877)
- People (4)
- News (425)
- Research (1,952)
- Events (17)
- Multimedia (5)
- Faculty Publications (993)
- November 2013 (Revised June 2014)
- Case
E-Cigarettes: Marketing Versus Public Health
By: John A. Quelch and Margaret L. Rodriguez
Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details
Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Health Industry
Quelch, John A., and Margaret L. Rodriguez. "E-Cigarettes: Marketing Versus Public Health." Harvard Business School Case 514-059, November 2013. (Revised June 2014.)
- 2020
- Working Paper
Contract Duration and the Costs of Market Transactions
By: Alexander MacKay
The optimal duration of a supply contract balances the costs of reselecting a supplier against the costs of being matched to an inefficient supplier when the contract lasts too long. I develop a structural model of contract duration that captures this tradeoff and... View Details
Keywords: Vertical Relationships; Transaction Costs; Contract Duration; Identification; Supply Chain; Cost; Contracts; Auctions; Mathematical Methods
MacKay, Alexander. "Contract Duration and the Costs of Market Transactions." Harvard Business School Working Paper, No. 18-058, December 2017. (Revised May 2020. Direct download.)
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
marketing. "That day, Maria's life changed forever, and so did mine," says Max Eisenbud, her agent at sports agency IMG, as quoted in the recent Harvard Business School case "Maria Sharapova: View Details
- 26 May 2009
- Research & Ideas
Improving Market Research in a Recession
board. Just as important as knowing where to cut research is knowing where not to cut. When marketers are creating fewer new ads and introducing fewer new products, it is doubly important to use rigorous... View Details
Keywords: by John Quelch
- 18 Sep 2014
- Working Paper Summaries
Institutional Strategies in Emerging Markets
Keywords: by Christopher Marquis & Mia Raynard
- 13 Feb 2006
- Research & Ideas
The Hidden Market for Babies
drugs, a key and very expensive piece of the market. And then there is adoption, which basically exists completely separately from the world of high-technology baby making. Each of these View Details
- 2007
- Working Paper
Investor Sentiment in the Stock Market
By: Malcolm Baker and Jeffrey Wurgler
Real investors and markets are too complicated to be neatly summarized by a few selected biases and trading frictions. The "top down" approach to behavioral finance focuses on the measurement of reduced form, aggregate sentiment and traces its effects to stock returns.... View Details
- Article
A Theories-in-Use Approach to Building Marketing Theory
By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga
This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research... View Details
Keywords: Building Theory; Grounded Theory; Theories-in-use; Theory Construction; Theory Development; Marketing; Knowledge; Theory
Zaltman, G., Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli, and Wolfgang Ulaga. "A Theories-in-Use Approach to Building Marketing Theory." Journal of Marketing 84, no. 1 (January 2020): 32–51.
- 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
Brochet, Francois, Gregory S. Miller, and Suraj Srinivasan. "Do Analysts Follow Managers Who Switch Companies? An Analysis of Relationships in the Capital Markets." Accounting Review 89, no. 2 (March 2014).
- September 2020 (Revised July 2022)
- Exercise
Artea (D): Discrimination through Algorithmic Bias in Targeting
By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
Keywords: Targeted Advertising; Discrimination; Algorithmic Data; Bias; Advertising; Race; Gender; Marketing; Diversity; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States
Ascarza, Eva, and Ayelet Israeli. "Artea (D): Discrimination through Algorithmic Bias in Targeting." Harvard Business School Exercise 521-043, September 2020. (Revised July 2022.)
- June 1991 (Revised May 2002)
- Case
Barco Projection Systems (A): Worldwide Niche Marketing
Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance... View Details
Keywords: Competition; Globalized Markets and Industries; Product Marketing; Consumer Products Industry; Electronics Industry
Moriarty, Rowland T., Jr. "Barco Projection Systems (A): Worldwide Niche Marketing." Harvard Business School Case 591-133, June 1991. (Revised May 2002.)
- Fast Answer
Stock Pitching: company, industry and market research
Industry Surveys cover industry trends, forecasts, major players and market share data, key ratios, and statistics. Click on the "Markets" tab on the top menu... View Details
- Program
Strategic Marketing for Driving Growth
Summary Strategic agility and an unyielding focus on growth are essential for the success of any organization, especially when new technologies such as generative AI are profoundly changing how businesses acquire, engage, View Details
- 21 Mar 2014
- Blog Post
East Asia MBA Market Update
where big deals are available—Japan and South Korea—are highly competitive and tend not to be friendly towards foreign firms. The high-growth markets of Southeast Asia... View Details
- Web
Hands-on Learning About Global Markets - MBA
Blog Blog MBA Voices Filter Results Arrow Down Arrow Up Read posts from Author Alumni Author Career and Professional Development Staff Author HBS Community Author HBS Faculty Author MBA Admissions Author MBA Students Topics Topics 1st Year (RC) 2+2 Program 2nd Year... View Details
- June 2011
- Teaching Note
Reed Supermarkets: A New Wave of Competitors (Brief Case)
By: John A. Quelch and Carole Carlson
Teaching note for brief case 4296. View Details
- 29 Oct 2008
- Research & Ideas
The Next Marketing Challenge: Selling to ’Simplifiers’
their stuff embarrasses them. Their Range Rovers no longer tell the world that they are sophisticated town and country socialites. There are simply too many of them on the road to offer much social status. Worse, they now signal the... View Details
- Research Summary
Customer Management in Business-to-Business Markets
By: Das Narayandas
Das Narayandas is engaged in ongoing research on vendor firms' management of long-term customer relationships. The initial phase of his research involved identifying vendors that stood to benefit from long-term relationships with select sets of customers and... View Details
- August 2022
- Article
Contract Duration and the Costs of Market Transactions
By: Alexander MacKay
The optimal duration of a supply contract balances the costs of reselecting a supplier against the costs of being matched to an inefficient supplier when the contract lasts too long. I develop a structural model of contract duration that captures this tradeoff and... View Details
Keywords: Supply Contracts; Intermediate Goods; Switching Costs; Vertical Relationships; Transaction Costs; Contract Duration; Identification; Supply Chain; Cost; Contracts; Auctions; Mathematical Methods
MacKay, Alexander. "Contract Duration and the Costs of Market Transactions." American Economic Journal: Microeconomics 14, no. 3 (August 2022): 164–212.
- May 1994
- Background Note
Segmenting Customers in Mature Industrial Markets: An Application
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details
Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry
Rangan, V. Kasturi. "Segmenting Customers in Mature Industrial Markets: An Application." Harvard Business School Background Note 594-089, May 1994.