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  • All HBS Web  (4,654)
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  • 29 Oct 2007
  • HBS Case

Marketing Maria: Managing the Athlete Endorsement

interesting ideas about what constitutes the best marketing strategy for a star athlete. Q: Was there anything in your research that surprised you? A: I am not sure surprised is the right word, but I was... View Details
Keywords: by Sarah Jane Gilbert; Sports
  • 09 May 2017
  • First Look

New Research and Ideas, May 9

to dealers with whom they have the strongest ties, and more so during periods of market turmoil. Systemically important dealers exploit their connections at the expense of peripheral dealers as well as clients, charging higher markups... View Details
Keywords: Sean Silverthorne
  • 09 Feb 2012
  • Sharpening Your Skills

Sharpening Your Skills: Online Marketing

viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers' attention by evoking certain emotional responses.Key concepts include: In a recent experiment, participants watched... View Details
Keywords: Re: Multiple Faculty; Technology
  • October 1995 (Revised December 1995)
  • Case

Marketing the National Hockey League

By: V. Kasturi Rangan and Marie Bell
One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the... View Details
Keywords: Advertising; Decision Choices and Conditions; Management Analysis, Tools, and Techniques; Marketing Channels; Marketing Strategy; Research; Sports Industry
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Rangan, V. Kasturi, and Marie Bell. "Marketing the National Hockey League." Harvard Business School Case 596-059, October 1995. (Revised December 1995.)
  • 05 Jul 2006
  • Working Paper Summaries

The Motion Picture Industry: Critical Issues in Practice, Current Research & New Research Directions

Keywords: by Jehoshua Eliashberg, Anita Elberse & Mark A. A. M. Leenders; Entertainment & Recreation; Motion Pictures & Video; Advertising
  • Research Summary

Principal Research Interests

My research is principally focused on nineteenth- and twentieth-century subjects, with an emphasis on economic and especially financial history. I am interested in the role of banks and capital markets in the process of economic development as well as in the political... View Details
  • Research Summary

Effective Capital Market Communications

Hutton's most recent research and cases examine how managers enhance the credibility and effectiveness of their financial reports and voluntary disclosures. Her most recent working paper, "Effective Voluntary Disclosure" (co-authored with Greg Miller, HBS, and Douglas... View Details
  • 20 Oct 2011
  • Research & Ideas

Getting the Marketing Mix Right

models—logit, nested logit, and probit, for example—are flawed because they make it appear as if all marketing activities produce the same results, the researchers contend. In reality, differences between... View Details
Keywords: by Dina Gerdeman
  • February 1985
  • Case

Business Research Corp. (B)

By: William A. Sahlman
Contains a description of a set of related decisions confronting the management and directors of Business Research Corp. (BRC) in April of 1984. BRC needs more capital to finance continued development of the market for a full-text database comprised of Wall Street... View Details
Keywords: Decisions; Finance; Capital Structure; Capital; Goals and Objectives; Conflict of Interests; Business Plan; Financing and Loans; Ethics
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Sahlman, William A. "Business Research Corp. (B)." Harvard Business School Case 285-090, February 1985.
  • October 2004 (Revised July 2010)
  • Case

Product Team Cialis: Getting Ready to Market

By: Elie Ofek
Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details
Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry
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Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
  • September 1997 (Revised October 2001)
  • Case

efficient market services: August 1993 (A)

By: Paul A. Gompers and Jeffrey A. Farrell
Penny Baron, vice president of efficient market services, must decide how to finance rapid expansion for a young market research company. Venture leasing is a possibility and terms are explored. View Details
Keywords: Venture Capital; Growth Management; Research; Marketing; Financing and Loans; Business Startups; Management Teams; Leasing; Service Industry; United States
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Gompers, Paul A., and Jeffrey A. Farrell. "efficient market services: August 1993 (A)." Harvard Business School Case 298-009, September 1997. (Revised October 2001.)
  • 18 Jun 2001
  • Research & Ideas

When In-House Research Isn’t Enough

marketplace developments have eroded the dominant positions of giant corporations, Chesbrough pointed out, "venture capital has created a second path to market by funding the commercialization of View Details
Keywords: by Jim Aisner
  • October 2020
  • Article

Collusion in Markets with Syndication

By: John William Hatfield, Scott Duke Kominers, Richard Lowery and Jordan M. Barry
Markets for IPOs and debt issuances are syndicated, in the sense that a bidder who wins a contract may invite losing bidders to join a syndicate that together fulfills the contract. We show that in markets with syndication, standard intuitions from industrial... View Details
Keywords: Collusion; Antitrust; IPO Underwriting; Syndication; "Repeated Games"; Markets; Game Theory
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Hatfield, John William, Scott Duke Kominers, Richard Lowery, and Jordan M. Barry. "Collusion in Markets with Syndication." Journal of Political Economy 128, no. 10 (October 2020).
  • 2014
  • Working Paper

Institutional Strategies in Emerging Markets

By: Christopher Marquis and Mia Raynard
We review and integrate a wide range of literature that has examined the strategies by which organizations navigate institutionally diverse settings and capture rents outside of the marketplace. We synthesize this body of research under the umbrella term... View Details
Keywords: Strategy; Organizations; Emerging Markets
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Marquis, Christopher, and Mia Raynard. "Institutional Strategies in Emerging Markets." Harvard Business School Working Paper, No. 15-013, September 2014.
  • Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details
  • Research Summary

Public Policy and Markets

By: Willis M. Emmons
William (Willis) M. Emmons III is investigating the interaction of public policy, markets, business strategy, and performance at the levels of firm, industry, and society. Emmons' approach draws heavily on economic theories of industrial organization, market failure,... View Details
  • 09 Apr 2019
  • First Look

New Research and Ideas, April 9, 2019

Business School Case 519-010 DayTwo: Going to Market with Gut Microbiome DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized... View Details
Keywords: Dina Gerdeman
  • 02 Apr 2019
  • First Look

New Research and Ideas, April 2, 2019

Yet research suggests that this “work-family narrative” is incomplete: men also experience it and nevertheless advance; moreover, organizations’ effort to mitigate it through flexible work policies has not improved women’s advancement... View Details
Keywords: Dina Gerdeman
  • 2019
  • Chapter

Behavioral Economics and Health-Care Markets

By: Amitabh Chandra, Benjamin Handel and Joshua Schwartzstein
This chapter summarizes research in behavioral health economics, focusing on insurance markets and product markets in health care. We argue that the prevalence of choice difficulties and biases leading to mistakes in these markets establish a special place for them in... View Details
Keywords: Behavioral Economics; Consumer Behavior; Economics; Health Care and Treatment; Insurance; Markets
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Chandra, Amitabh, Benjamin Handel, and Joshua Schwartzstein. "Behavioral Economics and Health-Care Markets." Chap. 6 in Handbook of Behavioral Economics: Foundations and Applications 2, edited by B. Douglas Bernheim, Stefano DellaVigna, and David Laibson, 459–502. Amsterdam: Elsevier/North-Holland, 2019.
  • Research Summary

Marketing and Advertising and Society

By: Stephen A. Greyser
Stephen A. Greyser is continuing to write on and conduct research into the role of marketing and advertising in society. He analyzed in 'Marketing and Public Policy' the evolution of legal and consumer-based issues over recent decades and, for a Stanford University... View Details
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