Publications

Web

Research - Behavioral Finance & Financial Stability

wealth distribution and about 3% for the top 30% of the wealth distribution. Household consumption is significantly more responsive to dividend payouts. See Marco’s other research here , Amir’s other research here , and Kaven’s other... View Details

2008
Working Paper

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

By: Alvin J. Silk and Charles King III

This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details

Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Service Industry; United States

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Course Development

General Management: Processes and Action (GMPA) focuses on implementation and the way that general managers get things done. Typically, they work through processes—sequences of tasks and activities that unfold over time, like strategic planning,... View Details

Navigating the Jagged Technological Frontier: Field Experimental Evidence of the Effects of AI on Knowledge Worker Productivity and Quality

The public release of Large Language Models (LLMs) has sparked tremendous interest in how humans will use Artificial Intelligence (AI) to accomplish a variety of tasks. In our study conducted with Boston Consulting Group, a global management consulting firm, we examine... View Details

March 2023 (Revised May 2025)
Case

On

By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader

Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound... View Details

14 Jul 2014
Research & Ideas

Pay Attention To Your ‘Extreme Consumers’

of the bell curve, says Avery, product designers can discover truly innovative breakthroughs. "Only by looking at consumers who fall within those tails of the normal distribution can you understand the extremes," she says. "And they often... View Details

Keywords: by Michael Blanding

Web

Faculty - Creating Emerging Markets

distribution , corporate accountability , electronic commerce , moral leadership , nonprofit governance Interviews Dr. Elizabeth Mary Okelo Ritu Kumar Dr. Manu Chandaria Francis Okomo-Okello Nii Narku Quaynor Kwasi Abeasi V.G. Narayanan... View Details

Web

HBS - Financials | Supplemental Financial Information

and philanthropic revenues (including current use gifts and distribution from the endowment). In fiscal 2021, the School's total revenues decreased by $56 million, or 7 percent, to $805 million from $861 million in the prior year. The... View Details

01 Sep 2023
News

Turning Point: Listen to the Music

Marnie Tattersall: (MBA 1972) (Illustration by Gisela Goppel) Marnie Tattersall: (MBA 1972) (Illustration by Gisela Goppel) I was born in Colombo, Sri Lanka, and came to the United States in 1958 with my parents and my brother because my parents thought it was... View Details

Keywords: music; film; purpose; career

05 Sep 2018
Research & Ideas

The Hidden Benefit of Giving Back to Open Source Software

pixelfit Companies that contribute to open source software and use it in their own IT systems and applications can gain a competitive advantage—even though they may be helping their competitors in the short run. Open source software is software whose code can be... View Details

Keywords: by Kristen Senz; Computer

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

July 2017
Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States