Publications

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

2005
Book

Marketing Management

By: R. Lal, J. Quelch and V. K. Rangan

Keywords: Marketing; Management

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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

2022
Working Paper

Markups to Financial Intermediation in Foreign Exchange Markets

By: Jonathan Wallen

On average from 2013 to 2020, foreign asset managers in net sold forward 1.1 trillion U.S. dollars. This forward sale of dollars hedges the currency mismatch of foreign investment in U.S. dollar assets. By accommodating this demand, U.S. and European banks earn an... View Details

Keywords: Foreign Exchange; Financial Intermediation; Arbitrage; Market Power; Regulations; Currency; Assets; Interest Rates; Banking Industry

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May–June 2023
Article

Analytics for Marketers: When to Rely on Algorithms and When to Trust Your Gut

By: Fabrizio Fantini and Das Narayandas

Advanced analytics can help companies solve a host of management problems, including those related to marketing, sales, and supply-chain operations, which can lead to a sustainable competitive advantage. But as more data becomes available and advanced analytics are... View Details

Keywords: Analytics and Data Science; Decision Making

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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

05 Mar 2015
News

Marketing to millennials

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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September 2014
Module Note

The Development of the Markets for Natural, Organic, and Health Foods in the U.S.

By: Mukti Khaire and Eleanor Kenyon

Discourses on the links between eating, health, and social standing in America have deep roots. As mechanisms of food production, distribution and storage were developed in the nineteenth century, Americans began receiving information about what to and not-to eat, from... View Details

Keywords: Food Marketing; Food; Markets; Food and Beverage Industry; United States

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

August 2004 (Revised August 2005)
Background Note

Online Auction Markets

eBay, Yahoo!, and Amazon.com entered the online auction market within four years of one another, along with a host of smaller Web sites. Five years later, eBay clearly outstripped its competitors, despite the fact that Yahoo! and Amazon both had a huge installed base... View Details

Keywords: Internet and the Web; Auctions; Network Effects

05 Feb 2009
Research & Ideas

In Praise of Marketing

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Many dismiss... View Details

Keywords: by John Quelch; Advertising

May 2007 (Revised August 2007)
Case

Prediction Markets at Google

By: Peter A. Coles, Karim R. Lakhani and Andrew P. McAfee

In its eight quarters of operation, Google's internally developed prediction market has delivered accurate and decisive predictions about future events of interest to the company. Google must now determine how to increase participation in the market, and how to best... View Details

Keywords: Forecasting and Prediction; Knowledge Sharing; Knowledge Use and Leverage; Market Participation; Information Technology

September 2014 (Revised February 2015)
Case

Pfizer and AstraZeneca: Marketing an Acquisition (A)

By: John A. Quelch and James Weber

In 2014, Pfizer proposed a friendly acquisition of AstraZeneca, but the AstraZeneca board resisted over price and strategy concerns. Was this good for pharmaceutical consumers? Pfizer, like pharmaceutical companies in general, faced difficulties in growing sales due to... View Details

Keywords: Health Care Policy; Mergers And Acquisitions; Marketing; Government Relations; Crisis Management; Decision Making; Growth and Development; Management; Markets; Strategy; Pharmaceutical Industry; United Kingdom; United States

Research Summary

Relationship Marketing Practice

Susan M. Fournier is involved with several projects that seek to inform the practice of relationship marketing. The first, recognizing that relationships are reciprocal, dyadic phenomena, explores consumer's views of relationship marketing activities. A critical... View Details

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

Web

Creating Emerging Markets

Thriving in Growth & Turbulence The Creating Emerging Markets project provides a unique research and teaching resource on business leadership in Africa, Asia, Latin America and the Middle East over recent decades. At its core are over 180... View Details

September 2014
Supplement

Pfizer and AstraZeneca: Marketing an Acquisition (B)

By: John A. Quelch and James Weber

This (B) case provides a brief description of the outcome of the (A) case. View Details

Keywords: Health Care Policy; Pharmaceutical Sales; Mergers And Acquisitions; Marketing; Pharmaceutical Industry; United Kingdom; United States