Publications

April 2000
Background Note

Market Failures

By: Bharat N. Anand, Tarun Khanna and Jan W. Rivkin

Examines the role of transaction costs in impeding the functioning of markets and shows how the concept of transaction costs sheds light on a broad range of issues in strategy. View Details

Keywords: Competitive Strategy; Competition; Corporate Strategy; Cost; Market Transactions; Industry Clusters; Failure; Internet

June 1984 (Revised July 1985)
Background Note

The Marketing Process

By: Benson P. Shapiro

Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing. View Details

Keywords: Marketing

July 1999 (Revised March 2003)
Background Note

Marketing Strategy--An Overview

By: E. Raymond Corey

An elementary treatment of all aspects of marketing strategy. Intended as a supplement to case discussions in the early stages of an introductory marketing course. A rewritten version of an earlier note. View Details

Keywords: Marketing Strategy

2021
Working Paper

Closing Costs, Refinancing, and Inefficiencies in the Mortgage Market

By: David Hao Zhang

In the US, borrowers often finance the price of mortgage origination by agreeing to higher mortgage rates for a given principal amount. I show that for standard fixed-rate, prepayable mortgages this contractual feature has two consequences. First, it leads to increased... View Details

Keywords: Mortgage Market; Refinancing; Mortgages; Consumer Behavior

February 1999 (Revised June 2000)
Background Note

Integrated Marketing Communications

By: Robert J. Dolan

Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan. View Details

Keywords: Marketing Communications

2022
Working Paper

Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking

By: John William Hatfield and Jonathan Wallen

We investigate the relationship between the interest rates offered to consumers in a deposit banking market and the contact that banks in that market have with each other in other markets. We show, in a simple theoretical model, that such overlapping relationships... View Details

Keywords: Antitrust; Deposit Banking; Market Power; Multimarket Contact; Banks and Banking; Markets; Competition

Read Now

2020
Working Paper

Sex Selection and the Indian Marriage Market

By: Reshmaan N. Hussam

I consider the widespread phenomenon of sex ratios skewed by parental preference. Edlund (1999) proposes that if parents prefer sons and permit only women to marry up in social class, sexes will segregate by wealth in equilibrium. Using data on 30,000 Indian children,... View Details

Keywords: Sex Selection; Marriage Market; Bargaining Power; Gender; Information Technology; Household; Outcome or Result; India

Read Now

2014
Other Teaching and Training Material

Marketing Reading: Creating Customer Value

By: Sunil Gupta

This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what... View Details

Keywords: Consumer Behavior; Consumer Marketing; Customer Experience; Network Effects; Service Profit Chain; Total Customer Value

August 2014
Background Note

The Structure and Functioning of Art Markets

By: Mukti Khaire and Eleanor Kenyon

The production, valuation, and consumption of contemporary art are guided by cultural and economic forces that play out in primary and secondary markets. Artists seek the attention of art dealers, who, along with auction houses, play a large role in determining what is... View Details

Keywords: Art Dealer; Art Market; Arts; New York (city, NY)

03 Sep 2014
News

How to Market Test a New Idea

Keywords: market research; product launch

14 Feb 2011
Research & Ideas

Clay Christensen’s Milkshake Marketing

Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either... View Details

Keywords: by Carmen Nobel; Retail; Service; Consumer Products; Food & Beverage

winter 2009
Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld

The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details

Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology

Find at Harvard

August 2018 (Revised September 2019)
Case

Magnus Resch: Transforming the Art Market Through Transparency

By: Henry McGee and Sarah Mehta

Economist and entrepreneur Magnus Resch was on a mission to make the art market more transparent. To that end, in 2014, he began building the Magnus app, which catalogued the price and transaction history of millions of works of art. Users could download the app, take... View Details

Keywords: Art Market; Transparency; Art Pricing; Business Startups; Decision Making; Innovation Strategy; Culture; Business Strategy; Mobile Technology; Fine Arts Industry; Information Technology Industry

July 1993
Supplement

Ethics in Marketing

By: John A. Quelch

Compilation of commercials for six marketing case studies included in the book Ethics in Marketing by N. Smith and J.A. Quelch, published by Richard D. Irwin, Homewood, IL. View Details

Keywords: Marketing Communications; Advertising

2024
Working Paper

Deregulation, Market Power, and Prices: Evidence from the Electricity Sector

By: Alexander MacKay and Ignacia Mercadal

We construct a novel dataset on electricity generation, wholesale transactions, and retail sales to assess the shift from cost-of-service regulation to deregulated, market-based prices in the context of the U.S. electricity sector. Consistent with earlier studies, we... View Details

Keywords: Deregulation; Market Power; Markups; Prices; Electricity; Energy; Markets; Governing Rules, Regulations, and Reforms; Price; Utilities Industry

SSRN

Read Now

July 1989 (Revised November 1992)
Background Note

Marketing Strategy Formulation

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include... View Details

Keywords: Marketing Strategy; Decision Choices and Conditions

summer 1993
Article

Market Research and Marketing Dialects

By: Frank V. Cespedes

Keywords: Research; Marketing

Find at Harvard

June 2009 (Revised May 2010)
Supplement

BlackRock Money Market Management in September 2008 (B)

By: Kenneth A. Froot and David Lane

This case highlights the issues surrounding money market mutual funds in the financial crisis of 2008. View Details

Keywords: BlackRock; Mutual Funds; Money Market; Investment Management; Bank Runs; 2008 Financial Crisis; Government Intervention In The Markets; GRG; Financial Management; Investment Funds; Government and Politics; Financial Crisis; Financial Services Industry

April 2020 (Revised June 2022)
Technical Note

Quantitative Analysis in Marketing

By: Sunil Gupta

Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining... View Details

Keywords: Quantitative Analysis; Marketing; Decision Making; Analysis