Publications

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01 Dec 2005
News

A Renter’s Market

Lee For Jonas Lee (MBA ’93) and his investment firm, Redbrick Partners, the purchase, refurbishment, rental, and maintenance of hundreds of low-cost, single-family urban homes represent a terrific, overlooked market opportunity. “It’s a... View Details

Keywords: Garry Emmons; Real Estate

09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

benefit merchants through advertising, simply by informing consumers of a merchant's existence via e-mail. For some merchants, the benefits of offering discount vouchers are sharply reduced if individual customers buy multiple vouchers. As a View Details

Keywords: Re: Multiple Faculty; Technology

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States

Web

Marketing - Faculty & Research

Marketing Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students Featured Publication Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb By: Shunyuan... View Details

13 Feb 2006
Research & Ideas

The Hidden Market for Babies

reproductive medicine have indeed created a market for babies, a market in which parents choose traits, clinics woo clients, and specialized providers earn millions of dollars a year. In this market,... View Details

Keywords: by Manda Salls; Biotechnology; Health; Technology

21 Mar 2014
Blog Post

East Asia MBA Market Update

about 800 companies waiting to go public as a result of the moratorium, but it’s likely that China’s stock markets will see only mid-sized companies with little name recognition outside of China going public on the mainland, with the... View Details

Keywords: Technology; Consumer Products / Retail

April 2012
Case

Novozymes: Cracking the Emerging Markets Code

By: Krishna G. Palepu and Karol Misztal

In 2011, the management of Novozymes, the industrial enzymes leader, reflected on the viability of their positioning in the fast growing, yet increasingly competitive Chinese market. Novozymes, a technological innovation pioneer, was prominent in China's premium enzyme... View Details

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

Very little scholarship has been done around the subject of marketing and democracy. In fact, many believe that politics needs less marketing. Harvard Business School professor John A. Quelch and research associate Katherine E. Jocz see... View Details

Keywords: by Sean Silverthorne

March 2022
Case

DealShare: Social E-Commerce for the Indian Mass Market

By: Krishna G. Palepu and Malini Sen

Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to... View Details

Keywords: Business Model; Disruption; Trends; Talent and Talent Management; Customer Focus and Relationships; Value; Cost vs Benefits; Value Creation; Internet and the Web; India

12 Mar 2006
Research & Ideas

New Research Explores Multi-Sided Markets

Internet has spawned many two-sided platforms, and all the software platforms that run our computers, PDAs, and mobile phones have only emerged recently. Q: You note in your research that in many multi-sided markets, one side of the View Details

Keywords: by Sean Silverthorne; Technology

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

several levels—across countries, across products, across marketing mix elements, across different vehicles within a marketing mix element (e.g., TV versus Internet for... View Details

Keywords: by Sean Silverthorne

01 Jun 2025
News

Assets: Matchup

Photo: Allison Sepanek Meg Rithmire first visited China in 2001, the summer after her first year of college. “I remember thinking it would be an interesting country to study because it was so hard for me to understand it,” she recalls. “I figured I would never get... View Details

Keywords: collectibles; faculty; China; Chinese leaders

26 Jul 2006
Research & Ideas

The Strategic Way to Go to Market

where the product is predominantly "digital," the Internet can replace traditional channels at a fraction of the cost. One has to be nuanced about the possibilities provided by the Internet. The selection of the View Details

Keywords: by Sean Silverthorne

18 Jul 2005
Research & Ideas

Identify Emerging Market Opportunities

linguistic groups in emerging markets also affects foreign investors. In Malaysia, for instance, foreign companies should enter into joint ventures only after checking if their potential partners belong to the majority Malay community or... View Details

Keywords: by Tarun Khanna, Krishna G. Palepu & Jayant Sinha

02 May 2005
What Do You Think?

Where is Consumer Generated Marketing Taking Us?

what some might think is the most revolutionary concept in marketing to come along in a long time in a very matter-of-fact way. Bob Nemens commented, "Traditional marketers may be quick to dismiss View Details

Keywords: by James Heskett

October 2004 (Revised July 2013)
Case

Making China Beautiful: Shiseido and the China Market

By: Geoffrey G. Jones, Akiko Kanno and Masako Egawa

Describes the multinational growth of Shiseido, the world's fourth-largest cosmetics company, with a focus on its strategy in China since 1981. Explores the challenges facing firms in the globalization of a culturally specific industry such as cosmetics. The Japanese... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Growth and Development Strategy; Resource Allocation; Competition; Beauty and Cosmetics Industry; China; Japan

August 2009 (Revised August 2010)
Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld

How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details

Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

August 2018 (Revised October 2020)
Case

Tailor Brands: Artificial Intelligence-Driven Branding

By: Jill Avery

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details