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  • All HBS Web  (3,149)
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  • May 1987
  • Background Note

Designing Multinational Marketing Programs

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Buzzell, Robert D., and John A. Quelch. "Designing Multinational Marketing Programs." Harvard Business School Background Note 587-174, May 1987.
  • 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
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Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
  • March 2016
  • Article

Dividends as Reference Points: A Behavioral Signaling Approach

By: Malcolm Baker, Brock Mendel and Jeffrey Wurgler
We outline a dividend signaling model that features investors who are averse to dividend cuts. Managers with strong unobservable cash earnings separate by paying high dividends but retain enough to be likely not to fall short next period. The model is consistent with a... View Details
Keywords: Investment
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Baker, Malcolm, Brock Mendel, and Jeffrey Wurgler. "Dividends as Reference Points: A Behavioral Signaling Approach." Review of Financial Studies 29, no. 3 (March 2016): 697–738.
  • 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
Keywords: Labor; Financial Crisis; Policy; France
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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.
  • September 2019
  • Article

Optimizing Reserves in School Choice: A Dynamic Programming Approach

By: Franklyn Wang, Ravi Jagadeesan and Scott Duke Kominers
We introduce a new model of school choice with reserves in which a social planner is constrained by a limited supply of reserve seats and tries to find an optimal matching according to a social welfare function. We construct the optimal distribution of reserves via a... View Details
Keywords: Matching; Reserves; Dynamic Programming; Marketplace Matching; Mathematical Methods
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Wang, Franklyn, Ravi Jagadeesan, and Scott Duke Kominers. "Optimizing Reserves in School Choice: A Dynamic Programming Approach." Operations Research Letters 47, no. 5 (September 2019): 438–446.
  • October 1993 (Revised November 1994)
  • Case

Becton Dickinson & Co.: Multidivisional Marketing Programs

By: Frank V. Cespedes
In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort. View Details
Keywords: Marketing Communications; Accounting Audits; Management; Supply Chain Management; Organizations; Sales; Change Management; Health Industry
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Cespedes, Frank V. "Becton Dickinson & Co.: Multidivisional Marketing Programs." Harvard Business School Case 594-060, October 1993. (Revised November 1994.)
  • May 2016
  • Case

OPET: Precision Marketing in Uncertain Times

By: Rajiv Lal, Esel Çekin and Eren Kuzucu
During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in... View Details
Keywords: Customer Satisfaction; Customer Service; Emerging Market; Focusing On Customers; Competition; Turkey; Loyalty Program; Marketing Strategy; Downstream Distribution; Customer Relationship Management; Energy Industry; Turkey
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Lal, Rajiv, Esel Çekin, and Eren Kuzucu. "OPET: Precision Marketing in Uncertain Times." Harvard Business School Case 516-087, May 2016.
  • 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
  • October 2012
  • Article

The Effect of Reference Point Prices on Mergers and Acquisitions

By: Malcolm Baker, Xin Pan and Jeffrey Wurgler
Prior stock price peaks of targets affect several aspects of merger and acquisition activity. Offer prices are biased toward recent peak prices although they are economically unremarkable. An offer's probability of acceptance jumps discontinuously when it exceeds a... View Details
Keywords: Mergers and Acquisitions; Stocks; Price; Valuation; Negotiation
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Baker, Malcolm, Xin Pan, and Jeffrey Wurgler. "The Effect of Reference Point Prices on Mergers and Acquisitions." Journal of Financial Economics 106, no. 1 (October 2012): 49–71.
  • 2014
  • Other Teaching and Training Material

Marketing Reading: Segmentation and Targeting

By: Sunil Gupta
This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details
Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States
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Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
  • March 1995
  • Teaching Note

Becton Dickinson and Company: Multidivisional Marketing Programs TN

By: Frank V. Cespedes
Teaching Note for (9-594-060). View Details
Keywords: Health Industry
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Cespedes, Frank V. "Becton Dickinson and Company: Multidivisional Marketing Programs TN." Harvard Business School Teaching Note 595-100, March 1995.
  • April 1996
  • Article

The National Resident Matching Program as a Labor Market

By: A. E. Roth
Keywords: Labor; Markets; Programs
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Roth, A. E. "The National Resident Matching Program as a Labor Market." JAMA, the Journal of the American Medical Association 275, no. 13 (April 1996): 1054–1056.
  • Website

Creating Emerging Markets

By: Geoffrey Jones
Harvard Business School has an on-going program to conduct in-depth interviews with top business leaders who have created and managed businesses in Africa, Asia, the Middle East, and Latin America over the last four decades. These interviews, many lasting several... View Details
Keywords: Business History; Emerging Market
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Jones, Geoffrey. Creating Emerging Markets. http://www.hbs.edu/businesshistory/emerging-markets/Pages/default.aspx.
  • 2016
  • Working Paper

The Reference Wars: Encyclopedia Britannica's Decline and Encarta's Emergence

By: Shane Greenstein
The experience of Encyclopædia Britannica provides the canonical example of the decline of an established firm at the outset of the digital age. Competition from Microsoft's Encarta in 1993 led to sharp declines in the sales of books, which led to the distressed sale... View Details
Keywords: Market Entry and Exit; Service Operations; Emerging Markets; Applications and Software; Books; Information Technology Industry; Information Industry
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Greenstein, Shane. "The Reference Wars: Encyclopedia Britannica's Decline and Encarta's Emergence." Working Paper, April 2016.
  • February 2015
  • Article

Risk, Information, and Incentives in Online Affiliate Marketing

By: Benjamin Edelman and Wesley Brandi
We examine online affiliate marketing programs in which merchants oversee thousands of affiliates they have never met. Some merchants hire outside specialists to set and enforce policies for affiliates, while other merchants ask their ordinary marketing staff to... View Details
Keywords: Affiliate Marketing; Incentives; Fraud; Advertising; Internet and the Web; Marketing Communications; Ethics; Digital Marketing
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Edelman, Benjamin, and Wesley Brandi. "Risk, Information, and Incentives in Online Affiliate Marketing." Journal of Marketing Research (JMR) 52, no. 1 (February 2015): 1–12. (Lead Article.)
  • Teaching Interest

Advanced Management Program

By: Michael L. Tushman

Market volatility and disruptive innovation are changing the way companies compete in every industry—and increasing the demand for business leaders who can manage globally in the age of digital transformation. Whether you are looking to move up to the executive... View Details

  • August 1989 (Revised November 1994)
  • Case

Nissan Motor Co. Ltd.: Marketing Strategy for the European Market

By: John A. Quelch
Nissan executives are reviewing their European marketing strategy in light of the 1992 European Community (EC) market integration program and the likely end of bilateral import quotas on Japanese cars by some EC countries. Having recently established a manufacturing... View Details
Keywords: Marketing Strategy; Resource Allocation; Market Entry and Exit; Trade; Auto Industry; Japan; United Kingdom; Europe
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Quelch, John A. "Nissan Motor Co. Ltd.: Marketing Strategy for the European Market." Harvard Business School Case 590-018, August 1989. (Revised November 1994.)
  • February 2007
  • Tutorial

Measuring Marketing Performance

By: John A. Quelch
In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which... View Details
Keywords: Marketing Strategy; Corporate Strategy; Performance Evaluation
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"Measuring Marketing Performance." Harvard Business School Tutorial 507-701, February 2007.
  • Research Summary

Customer-Centric Marketing Strategy

By: Rohit Deshpande
Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high performance firms. This... View Details
  • 27 Jul 2011
  • Research & Ideas

Customer Loyalty Programs That Work

contact those rewards customers who had purchased the tainted pet food. Loyalty program data can be enormously advantageous in other ways, such as helping a retailer perform market research, set pricing... View Details
Keywords: by Maggie Starvish; Retail
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