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Show Results For
- All HBS Web
(3,624)
- People (8)
- News (554)
- Research (2,663)
- Events (29)
- Multimedia (6)
- Faculty Publications (1,246)
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- Research Summary
Effective Capital Market Communications
Hutton's most recent research and cases examine how managers enhance the credibility and effectiveness of their financial reports and voluntary disclosures. Her most recent working paper, "Effective Voluntary Disclosure" (co-authored with Greg Miller, HBS, and Douglas... View Details
- 05 Feb 2013
- News
Marketing Effect of College Sports
- 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
Dolan, Robert J., and Leslie K. John. "Marketing Reading: Marketing Intelligence." Core Curriculum Readings Series. Harvard Business Publishing 8191, 2015.
- November 2015
- Article
Cannibalization and Option Value Effects of Secondary Markets: Evidence from the U.S. Concert Industry
By: Victor Manuel Bennett, Robert Seamans and Feng Zhu
We examine how reducing search frictions in secondary markets affects the value appropriated by firms in primary markets. We characterize two effects on primary market firms caused by intermediaries entering secondary markets: the "cannibalization" and "option value"... View Details
Keywords: Cannibalization Effect; Option Value Effect; Secondary Markets; Concert Industry; Craigslist; Competition; Distribution Channels; Entertainment and Recreation Industry
Bennett, Victor Manuel, Robert Seamans, and Feng Zhu. "Cannibalization and Option Value Effects of Secondary Markets: Evidence from the U.S. Concert Industry." Strategic Management Journal 36, no. 11 (November 2015): 1599–1614.
- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- 1984
- Article
Organizational Culture and Marketing Effectiveness
By: Rohit Deshpandé and A. Parasuraman
Deshpandé, Rohit, and A. Parasuraman. "Organizational Culture and Marketing Effectiveness." AMA Educators' Proceedings (1984): 137–140. (Scientific Method in Marketing.)
- 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
Barrot, Jean-Noël, Thorsten Martin, Julien Sauvagnat, and Boris Vallée. "The Labor Market Effects of Loan Guarantee Programs." Review of Financial Studies 37, no. 8 (August 2024): 2315–2354.
- 2015
- Working Paper
Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections
By: Doug J. Chung and Lingling Zhang
We examine the effects of various political campaign activities on voter preferences in the domain of US Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter preferences at the... View Details
Keywords: Multi-channel Marketing; Personal Selling; Advertising; Political Campaigns; Dynamic Panel Data; Instrumental Variables; Marketing Communications; Political Elections; Advertising Campaigns; United States
Chung, Doug J., and Lingling Zhang. "Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections." Harvard Business School Working Paper, No. 15-095, June 2015. (Revised December 2015.)
- 19 Jul 2023
- News
How to Effectively Market Green Products
- Article
Entry into Platform-based Markets
By: Feng Zhu and Marco Iansiti
This paper examines the relative importance of platform quality, indirect network effects, and consumer expectations on the success of entrants in platform-based markets. We develop a theoretical model and find that an entrant's success depends on the strength of... View Details
Keywords: Platform-based Markets; Winnter-take-all; First-mover Advantage; Indirect Network Effects; Video Game Industry; Quality; Network Effects; Market Entry and Exit; Digital Platforms; Motion Pictures and Video Industry
Zhu, Feng, and Marco Iansiti. "Entry into Platform-based Markets." Strategic Management Journal 33, no. 1 (January 2012): 88–106.
- 2016
- Working Paper
The Attenuating Effect of Banking Relationships on Credit Market Disruption
By: Stefan Dimitriadis and Mike Horia Teodorescu
This article examines how the relationship between banks and corporations moderates the effect of credit market disruptions. The 2008-09 financial crisis led to a dramatic restriction in the supply of credit to corporations via the syndicated loan market... View Details
- 2019
- Chapter
Network Effects
By: Andrei Hagiu and David B. Yoffie
Network effects are a key economic and strategic phenomenon in 'new economy' industries. They can, but do not necessarily, lead to market tipping, unless they outweigh customers' benefits from differentiation and are accompanied by high switching and multi-homing... View Details
Keywords: Network Effects
Hagiu, Andrei, and David B. Yoffie. "Network Effects." In The Palgrave Encyclopedia of Strategic Management. Continuously updated edition, edited by Mie Augier and David J. Teece. Palgrave Macmillan, 2017. Electronic. (Pre-published, October 2013.)
- Article
Beyond the Target Customer: Social Effects in CRM Campaigns
By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details
Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior
Ascarza, Eva, Peter Ebbes, Oded Netzer, and Matthew Danielson. "Beyond the Target Customer: Social Effects in CRM Campaigns." Journal of Marketing Research (JMR) 54, no. 3 (June 2017): 347–363.
- 1976
- Other Unpublished Work
Simulation of the Market Effects of Housing Allowance
By: Dutch Leonard, Gregory K. Ingram and Robert Schafer
- November 2020
- Article
Taxation in Matching Markets
By: Arnaud Dupuy, Alfred Galichon, Sonia Jaffe and Scott Duke Kominers
We analyze the effects of taxation in two-sided matching markets, i.e., markets in which all agents have heterogeneous preferences over potential partners. In matching markets, taxes can generate inefficiency on the allocative margin by changing who is matched to whom,... View Details
Dupuy, Arnaud, Alfred Galichon, Sonia Jaffe, and Scott Duke Kominers. "Taxation in Matching Markets." International Economic Review 61, no. 4 (November 2020): 1591–1634.
- 2022
- Article
The Effects of Public and Private Equity Markets on Firm Behavior
By: Shai Bernstein
In this article, I review the theoretical and empirical literature on the effects of public and private equity markets on firm behavior, emphasizing the consequences that emerge from disclosure requirements, ownership concentration, and degree of firm standardization.... View Details
Keywords: Corporate Finance And Governance; Financing Policy; Commercialization; Capital Markets; Private Equity; Public Equity; Venture Capital; Innovation and Invention; Cost of Capital
Bernstein, Shai. "The Effects of Public and Private Equity Markets on Firm Behavior." Annual Review of Financial Economics 14 (2022): 295–318.
- August 2012
- Background Note
Marketing Communications
By: Thales S. Teixeira and Thales S. Teixeira
This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how... View Details
Keywords: Marketing Communication; Advertising; Promotion; Social Media; Digital Media; Viral Advertising; Marketing; Communications Industry; North and Central America
Teixeira, Thales S. "Marketing Communications." Harvard Business School Background Note 513-041, August 2012.
- 2014
- Other Teaching and Training Material
Marketing Reading: Creating Customer Value
By: Sunil Gupta
This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what... View Details
Keywords: Consumer Behavior; Consumer Marketing; Customer Experience; Network Effects; Service Profit Chain; Total Customer Value
Gupta, Sunil. "Marketing Reading: Creating Customer Value." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8176, 2014.
- October 2012
- Article
Target the Right Market
By: Jill Avery and Thomas Steenburgh
SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details
Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States
Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123.