Publications

October 1992
Article

Segmenting Industrial Customers by Buyer Behavior

By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz

Keywords: Consumer Behavior; Customers

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May 2015 (Revised September 2015)
Case

AIP Healthcare Japan: Investing in Japan's Retirement Home Market

By: John A. Quelch and Qing Xia

The CEO of a health care-based REIT is considering alternative nursing home investment strategies. Students must consider macro-industry trends, scale and scope issues and consumer segmentation data in making their recommendations. View Details

Keywords: Health Care; Health Care Services; REIT; Marketing; Investment; Health Care and Treatment; Segmentation; Accommodations Industry; Health Industry; Real Estate Industry; Japan

Research Summary

Making Markets Work: An Executive Education Program for Africa

By: Debora L. Spar

In the last decades of the 20th century economic growth was distributed unevenly across the world. While some countries experienced sustained and unprecedented prosperity, others fell further and further behind. This widening gap was particularly evident in Africa,... View Details

January 2003
Case

Mountain Dew: Selecting New Creative

The key role of selecting creative in brand communications, the problems with building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the senior management skills needed to interpret ads are highlighted. View Details

Keywords: Advertising Campaigns; Culture; Brands and Branding

Article

The Effectiveness and Targeting of Television Advertising

By: R. Shachar and B. Anand

Keywords: Media; Advertising

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2023
Working Paper

The Market for Sharing Interest Rate Risk: Quantities and Asset Prices

By: Ishita Sen, Umang Khetan, Jane Li and Ioana Neamtu

We study the extent of interest rate risk sharing across the financial system using granular positions and transactions data in interest rate swaps. We show that pension and insurance (PF&I) sector emerges as a natural counterparty to banks and corporations: overall,... View Details

Keywords: Interest Rates; Investment Funds; Banks and Banking; Insurance; Investment Banking; Risk and Uncertainty

SSRN

Article

A Choice Prediction Competition for Market Entry Games: An Introduction

By: Ido Erev, Eyal Ert and Alvin E. Roth

A choice prediction competition is organized that focuses on decisions from experience in market entry games (http://sites.google.com/site/gpredcomp/ and http://www.mdpi.com/si/games/predict-behavior/). The competition is based on two experiments: An estimation... View Details

Keywords: Experience and Expertise; Decision Choices and Conditions; Forecasting and Prediction; Learning; Market Entry and Exit; Game Theory; Behavior; Competition

July 2009 (Revised December 2009)
Case

Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good

By: Rosabeth M. Kanter and Matthew Bird

James Musyoki, Lemmy Mutahi, and Ken Kariuki, all from East African Breweries Limited (EABL), a subsidiary of London-based Diageo, heard the disheartening news in the first week of December 2008. For the second time in six months, the Kenyan Finance Ministry had raised... View Details

Keywords: Change Management; Innovation and Management; Emerging Markets; Taxation; Price; Food and Beverage Industry; Kenya; United Kingdom

July 2013
Article

Voice Pitch and the Labor Market Success of Male Chief Executive Officers

By: Christopher Parsons, W. Mayew and M. Venkatachalam

A deep voice is evolutionarily advantageous for males, but does it confer benefit in competition for leadership positions? We study ecologically valid speech from 792 male public-company Chief Executive Officers (CEOs) and find that CEOs with deeper voices manage... View Details

Keywords: Success; Leadership Style; Personal Characteristics; Management Teams

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November 2020 (Revised September 2021)
Case

HP Instant Ink: (Self) Disrupting the Consumer Printing Market

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and George Gonzalez

Seeking to disrupt the consumer printing market (before being disrupted by others), and in response to customer pain points, in 2013 HP Inc. launched an ink replenishment service called Instant Ink, where customers pay a monthly subscription fee based on the number of... View Details

Keywords: Printing; Ink; Subscription Model; Customers; Information Infrastructure; Service Delivery; Business Model; Disruption; Growth and Development Strategy

June 2018
Case

American Airlines' Value Pricing (Abridged)

By: Alvin J. Silk and Sunil Gupta

This is an abridged version of the 1992 case where American Airlines (AA) launched "Value Pricing" in an attempt to simplify the pricing structure of the airline industry. AA expected that this plan would benefit not only consumers, but also AA and the entire airline... View Details

Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry

05 Dec 2017
Research & Ideas

What We've Learned from 101 Entrepreneurs in Emerging Markets

first interviewees in Argentina and Chile were from business cultures which were discrete and did not welcome publicity. Our initial target was to transform research on... View Details

Keywords: by Sean Silverthorne

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

communicate directly with fans. The band members often visited Weverse to reply to ARMY members’ posts and sometimes posted their own messages. From a business perspective, BTS’ strength lay in its ability to identify View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

17 Oct 2019
Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

your order.” Gender-tailored marketing messages from these brands and others—including Mangria and Pink Power tools—are common, yet new research shows they can turn off... View Details

Keywords: by Dina Gerdeman; Consumer Products

February 2014 (Revised June 2014)
Case

Royal Caribbean Cruises Ltd.: Safety, Environment and Health

By: John A. Quelch and Margaret L. Rodriguez

In January 2014, Gary Bald, senior vice president of Safety, Environment and Health at Royal Caribbean Cruise Lines (RCL), prepared for a review meeting with the company's chief executive, Adam Goldstein, and chairman, Richard Fain. Prior to joining RCL in 2006, Bald... View Details

June 2007 (Revised January 2008)
Case

The Vanguard Group, Inc. in 2006 and Target Retirement Funds

By: Luis M. Viceira

The Vanguard Group is one of the largest asset managers in the U.S., with over $1 trillion in assets, ninety percent of which are mutual fund assets, and more than 12,000 employees at year-end 2006. Vanguard has built a strong reputation as the manager of reference for... View Details

Keywords: Asset Management; Investment Funds; Personal Finance; Brands and Branding; Retirement; Trust; Financial Services Industry; United States

February 1992 (Revised January 1999)
Background Note

Selected Profitability Data on U.S. Industries and Companies

Describes the importance of industry structure and competitive positioning to the profitability of U.S. corporations between 1981 and 1994. Cites recent research indicating that persistent industry differences and persistent competitor differences account for 19% and... View Details

Keywords: Competitive Strategy; Industry Structures; Profit; United States