Publications

June 17, 2016
Comment

Companies Need to Start Marketing Security to Customers

By: John A. Quelch

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details

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Fall 2012
Article

Marketing and Public Policy: Transformative Research in Developing Markets

By: C. Shultz, Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar and A. Veeck

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers... View Details

Keywords: Demand and Consumers; Development Economics; Marketing Strategy; Emerging Markets

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April 1996 (Revised December 2011)
Background Note

Responding to Market Failures

Broadly defines the concept of market failure and explores options for responding to it. It pays particular attention to the role of business leaders in addressing market deficiencies. View Details

Keywords: Management; Corporate Social Responsibility and Impact

July 1997
Teaching Note

First Year Marketing Module Summary: Evolution of Marketing TN

By: John A. Deighton

Describes the organization of a four- or five-case module that concludes the Marketing Management course in the First Year curriculum at Harvard Business School and offers a look to the future. Covers introductory remarks to students at the start of the module, some... View Details

Keywords: Forecasting and Prediction; Learning; Information; Marketing

2015
Other Teaching and Training Material

Competitive Strategies Marketing Reading

By: Jill Avery and Sunil Gupta

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details

Keywords: Competitive Strategy

2007
Blog

Harvard Business Online—Marketing Know:How: How Marketing Hype Hurt Boeing and Apple

By: John A. Quelch

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2025
Working Paper

Government-Brokerage Analysts and Market Stabilization: Evidence from China

By: Sheng Cao, Xianjie He, Charles C.Y. Wang and Huifang Yin

We show analysts at government-controlled brokerage firms serve as a market stabilization tool in China. Using earnings forecasts from 2005–2019, we find government-brokerage analysts issue relatively more optimistic—yet less accurate and timely—forecasts during... View Details

Keywords: Sell-side Analysts; Forecast Optimism; Forecast Accuracy; Government Incentives; Market Stabilization; Government Ownership; Coordinated Economies; Stocks; Forecasting and Prediction; Business and Government Relations; Emerging Markets

SSRN

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August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

2020
Book

Experimentation Works: The Surprising Power of Business Experiments

By: Stefan Thomke

Don’t fly blind. See how the power of experiments works for you. When it comes to improving customer experiences, trying out new business models, or developing new products, even the most experienced managers often get it wrong. They discover that intuition,... View Details

Keywords: Experimentation; Experiments; Market Research; Innovation and Invention; Innovation and Management; Customers; Research

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November 2013 (Revised September 2015)
Case

Doing Business in Cambodia

By: Felix Oberholzer-Gee and Dawn H. Lau

This case examines the challenges and opportunities of doing business in Cambodia. It highlights Cambodia's economic transformation in the decades leading up to 2013 in the context of its history, culture, and politics. View Details

Keywords: Cambodia; Economic Stability; Economic Development; Emerging Markets; Economic Growth; Southeast Asia

Article

Platform Competition: Betfair and the U.K. Market for Sports Betting

By: Ramon Casadesus-Masanell and Neil Campbell

We examine two episodes of strategic interaction in the U.K. betting industry: (i) Betfair (an entrant multi-sided platform or MSP) vs. Flutter (also an MSP) and (ii) Betfair vs. traditional bookmakers. We find that although Betfair was an underfunded second mover in... View Details

Keywords: Platform Design; Betting; Complements; Competing Business Models; Co-opetition; Entry; Multi-Sided Platforms; Design; Network Effects; Business Model; Competition; Cooperation

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April 2006 (Revised October 2008)
Case

Marketing New York City

By: V. Kasturi Rangan, Anita Elberse and Marie Bell

New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical... View Details

Keywords: Entrepreneurship; Government and Politics; Goals and Objectives; Marketing Strategy; Partners and Partnerships; Value Creation; New York (city, NY)

11 Apr 2013
Working Paper Summaries

Managers and Market Capitalism

Keywords: by Rebecca Henderson & Karthik Ramanna

August 2005 (Revised August 2007)
Background Note

Why Study Emerging Markets

By: Tarun Khanna, Krishna G. Palepu and Kjell Ke-Li Carlsson

Emerging markets have attracted considerable attention and are likely to become an increasingly important political and economic force. They represent an enormous opportunity for entrepreneurs, multinationals, and investors but also pose a threat for products, jobs,... View Details

Keywords: Profit; Multinational Firms and Management; Corporate Governance; Emerging Markets; Problems and Challenges; Opportunities