Marketing Communication - Publications - Faculty & Research

January 2000 (Revised June 2000)
Case

Alloy.com: Marketing to Generation Y

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details

Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry

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July 1998 (Revised August 1998)
Case

Optimark: Launching a Virtual Securities Market

Bill Lupien's OptiMark Technologies, Inc., plans to launch a super-computer system in September, 1998 that he believes will release previously withheld liquidity to the securities market. While today's market matches those trades based on price and size, Lupien's... View Details

Keywords: Information Technology; Financial Markets; Product Launch; Financial Services Industry; United States

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11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

advantage of to reach voters? A: Political marketing is evolving in the same way. Grassroots political organizations and interest groups are using digital technology to communicate to targeted segments of... View Details

Keywords: by Sean Silverthorne

Web

Marketing - Faculty & Research

Marketing helps a firm in creating value by better understanding the needs of its customers and providing them with innovative products and services. This value is communicated through a variety of channels... View Details

October 2019 (Revised February 2023)
Case

Gupta Media: Performance Marketing in the Digital Age

By: V. Kasturi Rangan and Courtney Han

Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists... View Details

Keywords: Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry

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June 2014
Supplement

Ad Classification at Right Media — slide supplement (widescreen)

By: Benjamin Edelman

Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse... View Details

Keywords: Media; Online Advertising; Market Participation; Negotiation Tactics; Communication; Marketing Communications; Digital Marketing; Standards

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01 Sep 2023
News

Hands-on Learning About Global Markets

Kigali, Rwanda Nairobi, Kenya New Delhi, India São Paulo, Brazil Santiago, Chile Seoul, South Korea * For students who were not able to travel abroad The challenge posed to students in HBS’s FIELD Global Immersion (FGI) course sounds a bit like a premise for reality... View Details

Keywords: Jennifer Gillespie

16 Jun 2009
Research Event

Business Summit: The Future of Market Capitalism

discussion among panel members on the shortcomings of the capitalist system and ways the business community can better serve broader societal interests. Topics included social entrepreneurship, the role of public policy, and the... View Details

Keywords: Re: Michael E. Porter

05 Dec 2023
Cold Call Podcast

What Founders Get Wrong about Sales and Marketing

Keywords: Re: Mark N. Roberge

April 2001 (Revised February 2002)
Case

Level (3) Communications in 2001: The 'Pivotal Year'

Level (3) is one of the most distinctive of the new "fiber backbone" start-ups in the year 2001. Unlike its competitors, Level (3) has built its fiber network--and organization--in such a way that it should be able to utilize future generations of technologically... View Details

Keywords: Communication Technology; Risk Management; Industry Growth; Competitive Advantage; Telecommunications Industry; United States

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Strategic Brew simulates real life challenges facing the strategist. It allows users to experience and internalize the process of strategy formulation, execution, and communication in a simulated context and to see how these processes interplay with other... View Details

12 Mar 2006
Research & Ideas

New Research Explores Multi-Sided Markets

Andrei Hagiu is on the vanguard of a new field of business research that explores the dynamics of multi-sided markets. Although these markets have been around a long time, they have not really been recognized as entities unique from other... View Details

Keywords: by Sean Silverthorne; Technology

Article

Preference Signaling in Matching Markets

Many labor markets share three stylized facts: employers cannot give full attention to all candidates, candidates are ready to provide information about their preferences for particular employers, and employers value and are prepared to act on this information. In this... View Details

Keywords: Signaling; Matching; Cheap Talk; Congestion; Market Design; Marketplace Matching; Communication; Job Search

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10 Jul 2000
Research & Ideas

Cable TV: From Community Antennas to Wired Cities

about 400 such systems with a total of 150,000 subscribers. Thus, cable TV was born of necessity very shortly after the mass market for television broadcasting began to grow. 3 The first CATV systems carried only three channels, which... View Details

Keywords: by Thomas R. Eisenmann; Media & Broadcasting; Consumer Products; Entertainment & Recreation

28 Sep 2017
News

Local Bookstores Show How Retailers Can Serve Communities

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 View Details

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

April 2010 (Revised September 2011)
Case

The Dannon Company: Marketing and Corporate Social Responsibility (A)

By: Christopher Marquis, Pooja Mehta Shah, Amanda Elizabeth Tolleson and Bobbi Thomason

At the end of 2009, The Dannon Company was considering pro actively communicating its CSR efforts to consumers. With the strong connection between Dannon's production of health foods and its commitment to health and nutrition-based CSR activities, communicating these... View Details

Keywords: Decision Choices and Conditions; Nutrition; Marketing Communications; Corporate Social Responsibility and Impact; Business and Stakeholder Relations; Risk and Uncertainty; Natural Environment; Food and Beverage Industry

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02 Mar 2015
News

To Market, To Market

building an agricultural and market infrastructure in places—like parts of Nepal, Romania, Haiti, and Guatemala—where little or none has previously existed. “The way we do this is through value-based development, where we engage farmers... View Details

Keywords: Margie Kelley; Agriculture; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services

24 May 2011
News

Marketing the Public Library

Keywords: News, Library, Internet, and Other Services; Information

June 2015 (Revised January 2017)
Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor

Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details