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  • All HBS Web  (18,971)
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  • Article

Using Gen AI for Early-Stage Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe
Generative AI, particularly large language models (LLMs), offers a promising new tool for early-stage market research by simulating customer responses to product concepts. This can allow companies to draw conclusions similar to those they’d obtain by surveying... View Details
Keywords: Large Language Models; Large Language Model; Generative Ai; Artificial Intelligence; Market Research; Research; Marketing; AI and Machine Learning; Analytics and Data Science; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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Brand, James, Ayelet Israeli, and Donald Ngwe. "Using Gen AI for Early-Stage Market Research." Harvard Business Review (website) (July 18, 2025).
  • December 2009
  • Teaching Note

TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)

By: V. Kasturi Rangan and Sunru Yong
Teaching Note for 4065. View Details
Keywords: Market Research; Consumer Marketing; Brands; Research; Marketing Channels; Brands and Branding
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Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)." Harvard Business School Teaching Note 094-066, December 2009.
  • June 1984 (Revised April 1992)
  • Background Note

The Marketing Mix

By: Benson P. Shapiro
Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach. View Details
Keywords: Marketing
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Shapiro, Benson P. "The Marketing Mix." Harvard Business School Background Note 584-125, June 1984. (Revised April 1992.)
  • Article

Milestones in Marketing

By: John A. Quelch and Katherine Jocz
Marketing flourished in U.S. business schools in the prosperous years following World War II. Students preparing for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management... View Details
Keywords: Education; Business History; Marketing; Practice
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Quelch, John A., and Katherine Jocz. "Milestones in Marketing." Business History Review 82, no. 4 (Winter 2008): 827–838.
  • September 2009
  • Article

Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric

By: Jordan I. Siegel and Barbara Zepp Larson
Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on... View Details
Keywords: Institutions; Labor Market; Complementarity; Global Strategy; Multinational Firms and Management; Governing Rules, Regulations, and Reforms; Labor Unions; Laws and Statutes; Operations; Organizational Change and Adaptation; Manufacturing Industry
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Siegel, Jordan I., and Barbara Zepp Larson. "Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric." Management Science 55, no. 9 (September 2009): 1527–1546. (Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on multinational firms' strategic choice and operating performance. With its decision to invest in manufacturing operations in nearly every one of the world's largest welding markets, Lincoln Electric offers us a quasi-experiment. We leverage a unique data set covering 1996–2006 that combines data on each host country's labor market institutions with data on each subsidiary's strategic choices and historical operating performance. We find that Lincoln Electric performed significantly better in countries with labor laws and regulations supporting manufacturers' interests and in countries that allowed the free use of both piecework and a discretionary bonus. Furthermore, we find that in countries with labor market institutions unfriendly to manufacturers, Lincoln Electric was still able to overcome most (although not all) of the institutional distance by what we term flexible intermediate adaptation.)
  • February 2007
  • Tutorial

Measuring Marketing Performance

By: John A. Quelch
In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which... View Details
Keywords: Marketing Strategy; Corporate Strategy; Performance Evaluation
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"Measuring Marketing Performance." Harvard Business School Tutorial 507-701, February 2007.
  • July 2010 (Revised January 2017)
  • Background Note

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)

By: Thomas Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details
Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; "Marketing Analytics"; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value
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Steenburgh, Thomas, and Jill Avery. "Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)." Harvard Business School Background Note 525-017, July 2010. (Revised January 2017.)
  • July 2021
  • Article

Redistribution through Markets

By: Piotr Dworczak, Scott Duke Kominers and Mohammad Akbarpour
Policymakers frequently use price regulations as a response to inequality in the markets they control. In this paper, we examine the optimal structure of such policies from the perspective of mechanism design. We study a buyer-seller market in which agents have private... View Details
Keywords: Optimal Mechanism Design; Redistribution; Inequality; Welfare Theorems; Market Design; Equality and Inequality
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Dworczak, Piotr, Scott Duke Kominers, and Mohammad Akbarpour. "Redistribution through Markets." Econometrica 89, no. 4 (July 2021): 1665–1698. (Authors' names are in certified random order.)
  • December 2000
  • Background Note

Online Market Makers

By: Thomas R. Eisenmann and Chris Hackett
Describes the business model for online market makers, firms that use the Internet to organize a marketplace, providing participants with a virtual "place" to trade, rules to govern their exchanges, and infrastructure to support trading. First it proposes a definition... View Details
Keywords: Business Model; Web Services Industry
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Eisenmann, Thomas R., and Chris Hackett. "Online Market Makers." Harvard Business School Background Note 801-308, December 2000.
  • 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
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Shapiro, Benson P. "The Marketing Process." Harvard Business School Background Note 584-146, June 1984. (Revised July 1985.)
  • 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
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Corey, E. Raymond. "Marketing Strategy--An Overview." Harvard Business School Background Note 500-005, July 1999. (Revised March 2003.)
  • 2005
  • Book

Marketing Management

By: R. Lal, J. Quelch and V. K. Rangan
Keywords: Marketing; Management
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Lal, R., J. Quelch, and V. K. Rangan. Marketing Management. New York: McGraw-Hill, 2005.
  • 2023
  • Chapter

Marketing Through the Machine’s Eyes: Image Analytics and Interpretability

By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
Keywords: Transparency; Marketing Research; Algorithmic Bias; AI and Machine Learning; Marketing
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Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia, 217–238. Review of Marketing Research. Emerald Publishing Limited, 2023.
  • 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
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Hussam, Reshmaan N. "Sex Selection and the Indian Marriage Market." Harvard Business School Working Paper, No. 18-029, September 2017. (Revised October 2020.)
  • September 2006 (Revised November 2007)
  • Exercise

Market Making Exercise

By: Malcolm P. Baker
Students make a market in a new security, posting bid and offer prices and quantities for a new derivative security. View Details
Keywords: Financial Instruments; Financial Markets; Price
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Baker, Malcolm P. "Market Making Exercise." Harvard Business School Exercise 207-033, September 2006. (Revised November 2007.)
  • August 1987 (Revised December 1998)
  • Background Note

Capital Market Myopia

By: William A. Sahlman and Howard H. Stevenson
Focuses attention on a phenomenon we call capital market myopia, a situation in which participants in the capital markets ignore the logical implications of their individual investment decisions. Viewed in isolation, each decision seems to make sense. When taken... View Details
Keywords: Capital Markets
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Sahlman, William A., and Howard H. Stevenson. "Capital Market Myopia." Harvard Business School Background Note 288-005, August 1987. (Revised December 1998.)
  • Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

  • April 2002 (Revised November 2003)
  • Case

World Oil Markets

By: Richard H.K. Vietor and Rebecca Evans
Summarizes world markets for oil and natural gas from 1980-2001. Examines the rise of OPEC, two oil shocks, Gulf War efforts, and recent pricing issues facing Saudi Arabia. View Details
Keywords: Energy Sources; Asset Pricing; Markets; Organizations; Saudi Arabia
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Vietor, Richard H.K., and Rebecca Evans. "World Oil Markets." Harvard Business School Case 702-030, April 2002. (Revised November 2003.)
  • October 1993 (Revised September 1994)
  • Case

Catalina Marketing Corp.

By: David E. Bell, Walter J. Salmon and Dinny Starr
Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details
Keywords: Advertising; Information Management; Expansion; Product; Salesforce Management; Information Technology; Growth and Development Strategy; Customer Value and Value Chain; Advertising Industry
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Bell, David E., Walter J. Salmon, and Dinny Starr. "Catalina Marketing Corp." Harvard Business School Case 594-026, October 1993. (Revised September 1994.)
  • 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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Shultz, C., Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar, and A. Veeck. "Marketing and Public Policy: Transformative Research in Developing Markets." Journal of Public Policy & Marketing 31, no. 2 (Fall 2012).
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