Marketing
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- Featured Publication
Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb
By: Shunyuan Zhang, Nitin Mehta, Param Singh and Kannan SrinivasanNominated for the 2022 John D. C. Little Award. They study the effect of Airbnb’s smart-pricing algorithm on the racial disparity in the daily revenue earned by Airbnb hosts. Their empirical strategy exploits Airbnb’s introduction of the algorithm and its voluntary adoption by hosts as a quasi-natural experiment.
- Featured Publication
Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb
By: Shunyuan Zhang, Nitin Mehta, Param Singh and Kannan SrinivasanNominated for the 2022 John D. C. Little Award. They study the effect of Airbnb’s smart-pricing algorithm on the racial disparity in the daily revenue earned by Airbnb hosts. Their empirical strategy exploits Airbnb’s introduction of the algorithm and its voluntary adoption by hosts as a quasi-natural experiment.
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- Featured Case
Hometown Foods: Changing Price Amid Inflation Case
During the early part of the 2021 Covid-19 pandemic, Hometown Foods, a large seller of flour-based products, thrived as consumers hoarded baked goods and took up baking to pass the time and find comfort. Then, amid growing shortages in commodities, a vaccine arrived, businesses began to re-open, and consumers benefited from federal relief aid. This perfect storm of high demand amid stock shortages generated the highest inflation in 13 years.
- Featured Case
Hometown Foods: Changing Price Amid Inflation Case
During the early part of the 2021 Covid-19 pandemic, Hometown Foods, a large seller of flour-based products, thrived as consumers hoarded baked goods and took up baking to pass the time and find comfort. Then, amid growing shortages in commodities, a vaccine arrived, businesses began to re-open, and consumers benefited from federal relief aid....
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- Award
Winner of the 2016 Case Centre Award in the Marketing category for “The New York Times Paywall” (HBS Case 512-077).
By: Sunil Gupta, Vineet Kumar, Bharat Anand, and Felix Oberholzer-GeeThe Case Centre Awards and Competitions recognize worldwide excellence in case writing and teaching, and are considered the case community's annual 'Oscars'. The winners of this category are the Marketing cases that were used in the largest number of organizations across the globe in the preceding calendar year.
- Award
Winner of the 2016 Case Centre Award in the Marketing category for “The New York Times Paywall” (HBS Case 512-077).
By: Sunil Gupta, Vineet Kumar, Bharat Anand, and Felix Oberholzer-GeeThe Case Centre Awards and Competitions recognize worldwide excellence in case writing and teaching, and are considered the case community's annual 'Oscars'. The winners of this category are the Marketing cases that were used in the largest number of organizations across the globe in the preceding calendar year.
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- Article
Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets
By: Ayelet Israeli, Eric Anderson, and Anne CoughlanWe study the extent and depth of MAP violations among online retailers and confront managerial wisdom with empirical data.
- Article
Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets
By: Ayelet Israeli, Eric Anderson, and Anne CoughlanWe study the extent and depth of MAP violations among online retailers and confront managerial wisdom with empirical data.
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- Award
Outstanding Case Teacher
By: Anita ElberseThis world-wide Case Centre competition recognizes an excellent practitioner in the case classroom.
- Award
Outstanding Case Teacher
By: Anita ElberseThis world-wide Case Centre competition recognizes an excellent practitioner in the case classroom.
About the Unit
Marketing is critical for organic growth of a business and its central role is in creating, communicating, capturing and sustaining value for an organization. Marketing helps a firm in creating value by better understanding the needs of its customers and providing them with innovative products and services. This value is communicated through a variety of channels as well as through the firm's branding strategy. Effective management of customers and pricing allows the firm to capture part of the value it has created. Finally, by building an effective customer-centric organization a firm attempts to sustain value over time.
Our faculty addresses a broad array of topics in all of these areas. Our work attempts to get a better understanding of how consumers use information and make choices and how these choices affect the firm's strategy for new product development, customer relationship management, branding and other marketing efforts. We examine issues related to branding, business marketing, global marketing, distribution channels, pricing, direct and interactive marketing, sales management and return on marketing investment. Some of our faculty specializes in specific industries such as retailing, agribusiness, social enterprise, media, arts and entertainment.
There are several new developments in marketing that offer opportunities for us to make important contributions in the future. The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically changing the advertising industry. Social networks and user generated content have opened a new way for consumers to engage with each other as well as with brands and companies. There are significant changes in the attitudes of consumers and companies about social issues. Consumer preferences and choice of products are increasingly influenced by social factors. Companies are recognizing that there is a large market at the "bottom of the pyramid" and marketing to these consumers may require a new framework. These and related developments provide great opportunities for the marketing faculty to make a significant impact in the future.
Recent Publications
Allurion: Competing in the Age of GLP-1
- October 2024 |
- Case |
- Faculty Research
AI and Brand Management: Promises and Perils
- October 2024 |
- Case |
- Faculty Research
Lessons from an App Update at Replika AI: Identity Discontinuity in Human-AI Relationships
- 2024 |
- Working Paper |
- Faculty Research
Canary Categories
- October 2024 |
- Article |
- Journal of Marketing Research (JMR)
AI Wants to Make You Less Lonely. Does It Work?
- September 23, 2024 |
- Article |
- Wall Street Journal
Assessing the Value of Unifying and De-duplicating Customer Data Spreadsheet Supplement
- September 2024 |
- Supplement |
- Faculty Research
Assessing the Value of Unifying and De-duplicating Customer Data
- September 2024 |
- Exercise |
- Faculty Research
Eat App: Building and Monetizing an End-to-End Dining Experience Solution
- September 2024 |
- Case |
- Faculty Research
Harvard Business Publishing
Seminars & Conferences
There are no upcoming events.