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  • Web

Marketing - Faculty & Research

managerial implications for influencers, brands, and social media platforms. Keywords: Reputation ; Mathematical Methods ; Marketing Reference Programs ; Social Media ; Brands... View Details
  • October 1988 (Revised May 1990)
  • Case

Ford Motor Co.: The Product Warranty Program (A)

Raises powerful issues concerning product warranty policy as a strategic marketing variable. Also raises several exciting issues concerning the role of product policy in competitive battles, product line issues, interfunctional coordination issues, and some ethical... View Details
Keywords: Competition; Marketing Strategy; Insurance; Product; Policy; Manufacturing Industry; Auto Industry; United States
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  • 15 Apr 2017
  • News

Bringing Markets to Myanmar

government's request for this private sector roadmap and lots of flattering about the need for our outside expertise. But it was clear to me we would not have a clue as to the ground we were standing on or meaningful terms of reference... View Details
Keywords: National Security and International Affairs; Government
  • May 2009 (Revised December 2009)
  • Case

Reliance Baking Soda: Optimizing Promotional Spending

By: John A. Quelch and Heather Beckham
Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details
Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry
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  • 11 Feb 2008
  • Research & Ideas

Does Democracy Need a Marketing Manager?

Very little scholarship has been done around the subject of marketing and democracy. In fact, many believe that politics needs less marketing. Harvard Business School professor John A. Quelch and research associate Katherine E. Jocz see... View Details
Keywords: by Sean Silverthorne
  • 24 Jul 2014
  • Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

program and are building out a social media presence to support your branding efforts. But what strategy has been put in place to leverage that social media presence to attract the right talent? Creating a content View Details
  • 12 Mar 2006
  • Research & Ideas

New Research Explores Multi-Sided Markets

Andrei Hagiu is on the vanguard of a new field of business research that explores the dynamics of multi-sided markets. Although these markets have been around a long time, they have not really been recognized as entities unique from other... View Details
Keywords: by Sean Silverthorne; Technology
  • 2023
  • Working Paper

Coordinated R&D Programs and the Creation of New Industries

By: Daniel P. Gross and Maria P. Roche
Complex systems technologies—including “deep tech”—are prone to numerous frictions that stymie commercial development. Yet technologies with these features underpin some of the most valuable industries of the past century. We examine how large, mission-oriented... View Details
Keywords: Research and Development; Policy; Business and Government Relations; Technological Innovation; Collaborative Innovation and Invention
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  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising managers to generate returns. But do marketing managers allocate... View Details
Keywords: by Sean Silverthorne

    Fiscal Risk and the Portfolio of Government Programs

    This paper proposes a new approach to social cost-benefit analysis using a model in which a benevolent government chooses risky projects in the presence of market failures and tax distortions.  The government internalizes market failures and therefore perceives project... View Details
    • Web

    Marketing - HBS Online

    Certificate Courses (3) Multiple Formats Digital Marketing Strategy Professor Sunil Gupta Craft data-driven digital marketing strategies that effectively reach, convert, and retain customers in a dynamic... View Details
    • August 1986 (Revised February 1991)
    • Supplement

    Population Services International: The Social Marketing Project in Bangladesh, Video

    By: V. Kasturi Rangan
    Population Services International, a not-for-profit agency founded to promote family planning information and to market birth control products, had an agreement with the government of Bangladesh to conduct a social marketing program using modern marketing techniques to... View Details
    Keywords: Social Marketing; Health; Advertising; Marketing; Nonprofit Organizations; Government and Politics; Agreements and Arrangements; Health Industry; Bangladesh
    Related
    • 27 Mar 2014
    • News

    From Marx to Marketing

    for HBS to organize a consortium, with four other leading US business schools, that offered a multiphase program to train former Soviet-bloc educators in the teaching of Western-style management. Subsequently, HBS also offered its own,... View Details
    • 2023
    • Working Paper

    The Market for Healthcare in Low Income Countries

    By: Abhijit Banerjee, Abhijit Chowdhury, Jishnu Das, Jeffrey Hammer, Reshmaan Hussam and Aakash Mohpal
    Patient trust is an important driver of the demand for healthcare. But it may also impact supply: doctors who realize that patients may not trust them may adjust their behavior in response. We assemble a large dataset that assesses clinical performance using... View Details
    Keywords: Health Care and Treatment; Quality; Developing Countries and Economies; Trust
    Related
    • 30 Jul 2007
    • Research & Ideas

    Repugnant Markets and How They Get That Way

    understand better and engage more with the phenomenon of ‘repugnant transactions,' which, I will argue, often serves as an important constraint on markets and market design." The U.S. View Details
    Keywords: by Martha Lagace
    • 07 Dec 2010
    • News

    Innovations from Emerging Markets

    Keywords: Professor Tarun Khanna; Administration of Economic Programs; Administration of Economic Programs; Administration of Economic Programs; Administration of Economic Programs
    • 16 Aug 2010
    • Lessons from the Classroom

    HBS Introduces Marketing Analysis Tools for Managers

    Analysis": Managers are often called on to make recommendations for or against programs that cost money to implement. Before marketing expenditures are made, managers want to be sure that they will be... View Details
    Keywords: by Sarah Jane Gilbert
    • August 1991
    • Background Note

    Industrial Market Research: Beta Test Site Management

    By: Robert J. Dolan
    Describes the role of BETA tests in the new product development process and presents guidelines for effective test program development. View Details
    Keywords: Product Development; Mathematical Methods; Marketing
    Related
    • 05 Feb 2001
    • What Do You Think?

    Do MBA Programs Face “The Innovator’s Dilemma”?

    Summing Up The verdict of those responding to the column on the threat of the "disruptive technology" represented by online distance learning for in-class, onsite MBA programs is in. In your opinion, the trend represents an... View Details
    Keywords: by James Heskett
    • 21 Jun 2010
    • Research & Ideas

    Strategy and Execution for Emerging Markets

    we refer to the situation in most emerging markets when specialist institutions and intermediaries—such as executive search firms and business schools—are either completely absent or not functioning as well... View Details
    Keywords: by Martha Lagace