Publications

October 1987 (Revised March 1992)
Background Note

Marketing Information Industry

By: Robert J. Dolan

Research Summary

Personal Data in Marketing

By: John A. Deighton

Between 10% and 20% of all marketing activity in the United States, and a smaller proportion internationally, relies on data about individuals, whether personally identifying or pseudonomized. These data flow across a system of established and emerging firms operating... View Details

Keywords: Data; Personal Data; Information Technology; Industry Structure; Marketing

2015
Other Teaching and Training Material

Marketing Reading: Marketing Intelligence

By: Robert J. Dolan and Leslie K. John

This reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this Reading shows how effective decision making hinges... View Details

Keywords: Marketing Research; Marketing; Research

Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details

Article

Value of Information with Sequential Futures Markets

By: Jerry R. Green

The effects of an improvement in information on the efficiency of risk-bearing are studied under various systems of incomplete markets. With sequential futures markets for uncontingent delivery, the welfare effects are indeterminate in sign, except under special... View Details

Keywords: Information; Financial Markets; Mathematical Methods

Read Now

July 2021
Article

Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market

By: Hui Li and Feng Zhu

Platform competition is shaped by the likelihood of multi-homing (i.e., complementors or consumers adopt more than one platform). To take advantage of multi-homing, platform firms often attempt to motivate their rivals’ high-performing complementors to adopt their own... View Details

Keywords: Platform Competition; Multi-homing; Information Transparency; Daily Deals; Groupon; LivingSocial; Digital Platforms; Information; Competition

May 2011
Article

Institutional Stock Trading on Loan Market Information

By: Victoria Ivashina and Zheng Sun

Over the past decade, one of the most important developments in the corporate loan market has been the increasing participation of institutional investors in lending syndicates. As lenders, institutional investors routinely receive private information about borrowers.... View Details

Keywords: Stocks; Financing and Loans; Negotiation; Investment Portfolio; Investment Return

March 2012
Module Note

Alpha: The Market for Information

By: Christopher J. Malloy

10 Dec 2013
Working Paper Summaries

Information and Incentives in Online Affiliate Marketing

Keywords: by Benjamin G. Edelman & Wesley Brandi; Publishing; Technology

Teaching Interest

Information in Financial Markets (Econ 970, Spring 2016)

Second-year undergraduate course covering various aspects of information propagation in financial markets. The course is divided into four units. We begin by covering canonical pricing anomalies that illustrate the importance of information distribution and... View Details

February 2022
Article

Client Concerns about Information Spillovers from Sharing Audit Partners

By: Jung Koo Kang, Clive Lennox and Vivek Pandey

We hypothesize that companies in the same product market avoid sharing the same audit partner when they are concerned about possible information spillovers. Consistent with our hypothesis, we find that product market rivals are less likely to share the same partner... View Details

Keywords: Information Spillovers; Audit Partners; Proprietary Costs; Product Market Rivals; Audit Fee; Audit Quality; Information; Accounting Audits

January 2018 (Revised February 2018)
Technical Note

Making Markets

By: Thomas R. Eisenmann and Scott Duke Kominers

Explains how to identify and capitalize on marketplace design opportunities. Defines markets and marketplaces and describes the basic functions of each. Discusses attributes (e.g., heterogeneity of participants' preferences and asymmetry in available information) that... View Details

Keywords: Marketplaces; Two-Sided Markets; Entrepreneurship; Market Design; Digital Platforms; Marketplace Matching; Market Participation; Market Transactions; Market Entry and Exit; Digital Platforms; Auctions

Educators

2013
Tool

Harvard Business Review's Go to Market Tools: Market Sizing

By: Jill Avery and Thomas Steenburgh

Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details

Keywords: Quantitative Analysis; Tools; Go To Market Strategy; Marketing Strategy; Marketing

March 2017 (Revised May 2019)
Case

Marketing Transformation at Mastercard

By: Sunil Gupta, Srinivas K. Reddy and David Lane

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

Educators

March–April 2023
Article

Market Segmentation Trees

By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis

Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details

Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing

2022
Chapter

Coordinating Marketing and Sales in B2B Organizations

By: Frank V. Cespedes

This Handbook is targeted at academics and graduate students who want an overview of the academic state of the business-to-business marketing domain and at B2B practitioners who want to be aware of the current state of knowledge in their domains. This chapter examines... View Details

Keywords: B2B Marketing; Marketing