Market Segmentation And Target Market Selection - Publications - Faculty & Research

01 Aug 2018
What Do You Think?

Are Free Trade and Free Markets Quaint Ideas From the Past?

the notion that efficient markets for capital, goods, and labor will always regulate themselves, producing the appropriate “price” of various inputs to the productive process. He advocates new trade... View Details

Keywords: by James Heskett

2023
Working Paper

Accountability of Corporate Emissions Reduction Targets

By: Xiaoyan Jiang, Shawn Kim and Shirley Lu

Firms are increasingly announcing targets to reduce their carbon emissions, but it is unclear whether firms are held accountable for these targets. In this paper, we examine emissions targets that ended in 2020 to investigate the prevalence of missed targets, how firms... View Details

Keywords: Carbon Emissions; Corporate Disclosure; Corporate Accountability; Corporate Social Responsibility and Impact; Climate Change

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Investment Management and Capital Markets - Course Catalog

HBS Course Catalog Investment Management and Capital Markets Course Number 1446 Professor Luis Viceira Assistant Professor Emil Siriwardane Fall; Q1Q2; 3.0 credits 28 sessions Exam IMCM is suitable for all... View Details

Forthcoming
Article

Sampling Bias in Entrepreneurial Experiments

By: Ruiqing Cao, Rembrand Koning and Ramana Nanda

Using data from a prominent online platform for launching new digital products, we document that ‘sampling bias’—defined as the difference between a startup’s target customer base and the actual sample on which early ‘beta tests’ are conducted—has a systematic and... View Details

Keywords: Target Market; Sampling Biases; Beta Testing; Product Launch; Entrepreneurship; Gender

2017
Working Paper

The Benefits of Selective Disclosure: Evidence from Private Firms

By: Joan Farre-Mensa

Private firms’ ability to communicate confidentially with selected investors implies that valuation disagreements between firms and investors are larger at public firms than at private ones. Consistent with the notion that misvaluation concerns lead public firms to... View Details

Keywords: Finance; Equity; Private Companies; Corporate Cash; Precautionary Motives; Share Issuance; IPOs; Selective Disclosure; Private Ownership; Cash; Market Timing; Corporate Finance; Public Ownership; Corporate Disclosure; United States

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2013
Tool

Harvard Business Review's Go to Market Tools: Customer Lifetime Value

By: Thomas Steenburgh and Jill Avery

How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize... View Details

Keywords: Quantitative Analysis; Tools; Customer Lifetime Value; Customer Defection; CRM; Customer Relationship Management; Marketing; Marketing Strategy; Customer Focus and Relationships

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17 Jan 2008
Research & Ideas

If Marketing Experts Ran Elections

requires the development of a distinctive, appealing message, delivered consistently over time. But politicians can't win by targeting a single niche segment. They have to win a majority on election day, and... View Details

Keywords: by John A. Quelch

05 May 2003
What Do You Think?

Is This a Golden Era for Marketing Productivity?

respondents concerned the misuse of such techniques. As Tom Henkel put it, "I'm sure the same companies that wasted time and money on poorly designed surveys and focus groups will engage in similarly... View Details

Keywords: by James Heskett

July 2023
Case

DayTwo: Going to Market with Gut Microbiome (Abridged)

By: Ayelet Israeli

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

Keywords: Business Startups; AI and Machine Learning; Nutrition; Market Entry and Exit; Product Marketing; Distribution Channels

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August 2024
Article

The Labor Market Effects of Loan Guarantee Programs

By: Jean-Noël Barrot, Thorsten Martin, Julien Sauvagnat and Boris Vallée

We investigate the labor market effects of a loan guarantee program targeting French SMEs during the financial crisis. Exploiting differences in regional treatment intensity in a border discontinuity design, we uncover a central trade-off for such interventions. While... View Details

Keywords: Labor; Financial Crisis; Policy; France

June 23, 2021
Article

Research: When A/B Testing Doesn't Tell You the Whole Story

By: Eva Ascarza

When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details

Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research

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2007
Working Paper

The New Market for Federal Judicial Law Clerks

By: Christopher Avery, Christine Jolls, Richard Posner and Alvin E. Roth

In the past, judges have often hired applicants for judicial clerkships as early as the beginning of the second year of law school for positions commencing approximately two years down the road. In the new hiring regime for federal judicial law clerks, by contrast,... View Details

Keywords: Law; Education; Employment; Selection and Staffing; Marketplace Matching

Citation

26 Aug 2019
Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

Instagram and YouTube. In the competition for the consumer’s attention, influencers are winning with pretty packages of photos and videos, as consumers increasingly reject more traditional forms of View Details

Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics

February 2004 (Revised March 2010)
Case

Brazil 2003: Inflation Targeting and Debt Dynamics

By: Laura Alfaro, Rafael M. Di Tella and Ingrid Vogel

In October 2002, Brazilians elected a left-wing president, Luis Inacio Lula da Silva, for the first time in that country's history. As markets faltered in response, Lula sought to reaffirm his commitment to fiscal discipline, a floating exchange rate, and inflation... View Details

Keywords: Economy; Inflation and Deflation; Money; Borrowing and Debt; Policy; Emerging Markets; Brazil

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25 Nov 2013
News

Does successful viral marketing lead to a successful product?

20 Mar 2012
Working Paper Summaries

The Stock Selection and Performance of Buy-Side Analysts

Keywords: by Boris Groysberg, Paul Healy, George Serafeim, Devin Shanthikumar & Gui Yang; Financial Services

Fast Answer

Emerging Market/Frontier Market Fellowship Resources

language. EMIS (Emerging Markets Information System): Business news from a wide range of national and local sources. Additional Resources Doing Business: Data View Details

Learning to Successfully Hire in Online Labor Markets

Hiring in online labor markets involves considerable uncertainty: which hiring choices are more likely to yield successful outcomes and how do employers adjust their hiring behaviors to make such choices? We argue that employers will initially explore the value... View Details

13 Nov 2019
Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries View Details

Keywords: by Kristen Senz

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