Publications

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

Job Market Page View Details

Research Summary

Job Market Page

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

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

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

Web

New Markets

In today's business environment, every organization faces pressure to deliver sustained growth and profitability. Yet technological advances shorten product life cycles, business models change, and unanticipated competition surfaces from outside the sector. Drive... View Details

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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May 2015 (Revised May 2017)
Case

Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

By: John A. Quelch and Margaret L. Rodriguez

In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details

Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States

05 Mar 2015
News

Marketing to millennials

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

Find at Harvard

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

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

07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

On Sunday November 6, over 350 people flocked to the Harvard Business School campus to attend the Marketing Innovation Conference. This year’s theme, “Marketing Reimagined”, drew a wide range of attendees from top View Details

Keywords: Entertainment / Media / Sports

February 2010
Background Note

Marketing Analysis Toolkit: Situation Analysis

By: Thomas J. Steenburgh and Jill Avery

Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing... View Details

Keywords: Five Forces Framework; SWOT Analysis; Marketing Strategy; Demand and Consumers; Industry Structures; Strategic Planning

2012
Chapter

Is Private Equity in Emerging Markets Coming of Age?: Evidence of the Mexican Private Equity Market

By: Roberto Charvel and Darek Klonowski

This chapters reviews the potential of the private equity and alternative assets industry in Mexico. View Details

Keywords: Private Equity; Emerging Markets; Latin America; Mexico; Entrepreneurial Finance; Business Ventures; Economics; Finance; Market Design; Financial Services Industry; Latin America; Mexico

June 2017 (Revised July 2020)
Teaching Note

Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'

By: Robert J. Dolan

Teaching Note for HBS No. 517-042. View Details

Keywords: Marketing; Commercials; Mattress

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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2015
Other Teaching and Training Material

Competitive Strategies Marketing Reading

By: Jill Avery and Sunil Gupta

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details

Keywords: Competitive Strategy