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- All HBS Web
(18,182)
- People (25)
- News (3,344)
- Research (12,436)
- Events (96)
- Multimedia (279)
- Faculty Publications (10,334)
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Negotiation, Organizations & Markets Unit
The NOM Unit seeks to understand and improve the design and management of systems
in which people make decisions: that is, design and management of negotiations, organizations,
and markets. In addition, members of the group share an abiding interest... View Details
- 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.
- 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.
- January 2018 (Revised February 2018)
- Technical Note
Making Markets
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
Eisenmann, Thomas R., and Scott Duke Kominers. "Making Markets." Harvard Business School Technical Note 818-096, January 2018. (Revised February 2018.)
- January 2019 (Revised December 2020)
- Module Note
Market Attractiveness
By: Ashish Nanda
As a strategist, you must understand and calibrate the environment in which your organization operates. How generous or challenging is the environment? What forces drive the munificence or sparseness of your environment? How are those forces changing, and what is their... View Details
Nanda, Ashish. "Market Attractiveness." Harvard Business School Module Note 719-467, January 2019. (Revised December 2020.)
- 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.
- 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
Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
- December 2013
- Course Overview Note
Digital Marketing Strategy
By: Thales Teixeira
Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers. View Details
Teixeira, Thales. "Digital Marketing Strategy." Harvard Business School Course Overview Note 514-087, December 2013.
- 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
Avery, Jill, and Thomas Steenburgh. Harvard Business Review's Go to Market Tools: Market Sizing. Tool. Boston, MA, USA: Harvard Business Review Press, 2013. Electronic.
- 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.
- 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.
- 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
Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
- March 2018 (Revised August 2018)
- Case
Matching Markets for Googlers
By: Bo Cowgill and Rembrand Koning
This case describes how Google designed and launched an internal matching market to assign individual workers with projects and managers. The case evaluates how marketplace design considerations—and several alternative staffing models—could affect the company’s goals... View Details
Keywords: People Analytics; Google; Labor Market; Staffing; Market Design; Marketplace Matching; Selection and Staffing; Goals and Objectives; Technology Industry; United States
Cowgill, Bo, and Rembrand Koning. "Matching Markets for Googlers." Harvard Business School Case 718-487, March 2018. (Revised August 2018.) (More about Bo Cowgill.)
- January 2017 (Revised February 2022)
- Background Note
Assessing and Enhancing Market Attractiveness
This note gives students a systematic and comprehensive framework for analyzing and influencing market attractiveness. It pays explicit attention to value creation, complements, and the dynamics of market attractiveness. It also includes careful sub-frameworks for... View Details
Van den Steen, Eric. "Assessing and Enhancing Market Attractiveness." Harvard Business School Background Note 717-466, January 2017. (Revised February 2022.)
- 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
Aouad, Ali, Adam Elmachtoub, Kris J. Ferreira, and Ryan McNellis. "Market Segmentation Trees." Manufacturing & Service Operations Management 25, no. 2 (March–April 2023): 648–667.
- July 2018
- Article
Marketplaces, Markets, and Market Design
By: Alvin E. Roth
Marketplaces are often small parts of large markets, and both markets and marketplaces come in many varieties. Market design seeks to understand what marketplaces must accomplish to enable different kinds of markets. Marketplaces can have varying degrees of success,... View Details
Roth, Alvin E. "Marketplaces, Markets, and Market Design." American Economic Review 108, no. 7 (July 2018): 1609–1658.
- Article
The Unprecedented Stock Market Reaction to COVID-19
By: Scott Baker, Nicholas Bloom, Steven J. Davis, Kyle Kost, Marco Sammon and Tasaneeya Viratyosin
No previous infectious disease outbreak, including the Spanish Flu, has impacted the stock market as forcefully as the COVID-19 pandemic. In fact, previous pandemics left only mild traces on the U.S. stock market. We use text-based methods to develop these points with... View Details
Baker, Scott, Nicholas Bloom, Steven J. Davis, Kyle Kost, Marco Sammon, and Tasaneeya Viratyosin. "The Unprecedented Stock Market Reaction to COVID-19." Review of Asset Pricing Studies 10, no. 4 (December 2020): 742–758.
- TeachingInterests
Globalization and Emerging Markets
Globalization and Emerging Markets is designed for students who will be investing, managing a business or nonprofit, or working for a government in an emerging market. The unit of analysis of the course ranges from countries to multinational and domestic companies... View Details
- February 2024
- Module Note
Data-Driven Marketing in Retail Markets
By: Ayelet Israeli
This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; ＂Marketing Analytics＂; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
Israeli, Ayelet. "Data-Driven Marketing in Retail Markets." Harvard Business School Module Note 524-062, February 2024.
- 2015
- Working Paper
Markets with Price Coherence
By: Benjamin Edelman and Julian Wright
In markets with price coherence, the purchase of a given good via an intermediary is constrained to occur at the same price as a purchase of that same good directly from the seller (or through another competing intermediary). We examine ten markets with price... View Details
Keywords: Intermediaries; Platforms; Two-Sided Markets; Vertical Restraints; Price; Distribution Channels; Business History; Financial Services Industry; Travel Industry; Insurance Industry; Real Estate Industry; Advertising Industry
Edelman, Benjamin, and Julian Wright. "Markets with Price Coherence." Harvard Business School Working Paper, No. 15-061, January 2015. (Revised March 2015.)