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Show Results For
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All HBS Web
(1,324)
- People (4)
- News (186)
- Research (789)
- Events (6)
- Multimedia (1)
- Faculty Publications (364)
- 12 Mar 2008
- Working Paper Summaries
Allocating Marketing Resources
Keywords:
by Sunil Gupta & Thomas J. Steenburgh
- 2008
- Working Paper
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these...
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Keywords:
Investment Return;
Resource Allocation;
Marketing;
Demand and Consumers;
Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
- Fall 2012
- Article
Marketing and Public Policy: Transformative Research in Developing Markets
By: C. Shultz, Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar and A. Veeck
Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers...
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Shultz, C., Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar, and A. Veeck. "Marketing and Public Policy: Transformative Research in Developing Markets." Journal of Public Policy & Marketing 31, no. 2 (Fall 2012).
- 2008
- Chapter
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details
Keywords:
Investment Return;
Resource Allocation;
Marketing;
Demand and Consumers;
Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
- Article
The Job Market for New Economists: A Market Design Perspective
By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried
This paper, written by the members of the American Economic Association (AEA) Ad Hoc Committee on the Job Market, provides an overview of the market for new Ph.D. economists. It describes the role of the AEA in the market and focuses in particular on two mechanisms...
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Coles, Peter A., John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth, and John J. Siegfried. "The Job Market for New Economists: A Market Design Perspective." Journal of Economic Perspectives 24, no. 4 (Fall 2010): 187–206.
- 2010
- Working Paper
The Job Market for New Economists: A Market Design Perspective
By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried
This paper provides an overview of the market for new Ph.D. economists. It describes the role of the American Economic Association (AEA) in the market and focuses in particular on two mechanisms adopted in recent years at the suggestion of our committee. First, job...
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Keywords:
Cost Management;
Information;
Surveys;
Jobs and Positions;
Job Interviews;
Job Search;
Emerging Markets;
Digital Platforms;
Service Operations;
Internet and the Web
Coles, Peter A., John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth, and John J. Siegfried. "The Job Market for New Economists: A Market Design Perspective." Harvard Business School Working Paper, No. 10-096, May 2010.
- February 2011 (Revised February 2012)
- Case
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each...
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Keywords:
Advertising Campaigns;
Digital Marketing;
Resource Allocation;
Marketing Strategy;
Performance Evaluation;
Internet and the Web;
Retail Industry
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
- 19 May 2010
- Working Paper Summaries
The Job Market for New Economists: A Market Design Perspective
- 16 Jul 2014
- HBS Case
Marketing Obamacare
healthcare legislation in the US ensured that it would be complex and tough to sell to the public, Quelch says. But that was just the problem: Congress and the Obama Administration didn't sell it. "Fundamentally, it's a marketing...
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- May 2009 (Revised January 2011)
- Case
HubSpot: Inbound Marketing and Web 2.0
By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial...
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Keywords:
Customer Relationship Management;
Entrepreneurship;
Price;
Growth and Development Strategy;
Marketing Communications;
Social and Collaborative Networks;
Segmentation;
Web
Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)
- May 1994
- Background Note
Segmenting Customers in Mature Industrial Markets: An Application
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such...
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Keywords:
Segmentation;
Framework;
Consumer Behavior;
Marketing Strategy;
Industrial Products Industry
Rangan, V. Kasturi. "Segmenting Customers in Mature Industrial Markets: An Application." Harvard Business School Background Note 594-089, May 1994.
- Article
An Invitation to Market Design
By: Scott Duke Kominers, Alexander Teytelboym and Vincent P. Crawford
Market design seeks to translate economic theory and analysis into practical solutions to real-world problems. By redesigning both the rules that guide market transactions and the infrastructure that enables those transactions to take place, market designers can...
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Keywords:
Matching;
Trading;
Scrip;
Liquidity;
Efficiency;
Equity;
Allocation Rules;
Marketplaces;
Market Design;
Marketplace Matching;
Auctions
Kominers, Scott Duke, Alexander Teytelboym, and Vincent P. Crawford. "An Invitation to Market Design." Oxford Review of Economic Policy 33, no. 4 (Winter 2017): 541–571.
- September 2018
- Article
Aggregation of Consumer Ratings: An Application to Yelp.com
By: Weijia Dai, Ginger Jin, Jungmin Lee and Michael Luca
Because consumer reviews leverage the wisdom of the crowd, the way in which they are aggregated is a central decision faced by platforms. We explore this "rating aggregation problem" and offer a structural approach to solving it, allowing for (1) reviewers to vary in...
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Keywords:
User Generated Content;
Crowdsourcing;
Yelp;
Social and Collaborative Networks;
Information;
Internet and the Web;
Learning;
Mathematical Methods;
E-commerce
Dai, Weijia, Ginger Jin, Jungmin Lee, and Michael Luca. "Aggregation of Consumer Ratings: An Application to Yelp.com." Quantitative Marketing and Economics 16, no. 3 (September 2018): 289–339.
- July 2019
- Article
Market Reaction to Mandatory Nonfinancial Disclosure
By: Jody Grewal, Edward J. Riedl and George Serafeim
We examine the equity market reaction to events associated with the passage of a directive in the European Union (EU) mandating increased nonfinancial disclosure. These disclosures relate to firms’ environmental, social, and governance (ESG) performance and would be...
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Keywords:
Nonfinancial Information;
Nonfinancial Performance;
ESG;
ESG (Environmental, Social, Governance) Performance;
Investor Behavior;
Disclosure;
Disclosure Regulation;
Regulation;
Sustainability;
Corporate Performance;
Information;
Corporate Disclosure;
Governing Rules, Regulations, and Reforms;
Performance;
Environmental Sustainability;
Corporate Governance;
Outcome or Result
Grewal, Jody, Edward J. Riedl, and George Serafeim. "Market Reaction to Mandatory Nonfinancial Disclosure." Management Science 65, no. 7 (July 2019): 3061–3084.
- Fast Answer
Entrepreneurial Marketing
Highlights from Baker Library resources helpful for marketing & sales planning and applications for early stage ventures. Below are some suggested resources for your EM project. Get 1/1 help...
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- September 2013 (Revised October 2016)
- Background Note
A Note on Healthcare IT and Applications to the Healthcare Industry
By: Robert F. Higgins and Diana Maichin
This note provides an overview of three key healthcare IT areas: electronic medical records and electronic health records, revenue cycle management, and telemedicine. This note also contains a glossary of key terms and acronyms in this space as well as exhibits...
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Keywords:
Health Care;
Health Care Industry;
Healthcare IT;
Healthcare;
Healthcare Technology;
Healthcare Ventures;
Electronic Medical Records;
Electronic Health Records;
Revenue Cycle Management;
Telemedicine;
Health;
Health Care and Treatment;
Information Technology;
Information Management;
Information Technology Industry;
Health Industry;
United States
Higgins, Robert F., and Diana Maichin. "A Note on Healthcare IT and Applications to the Healthcare Industry." Harvard Business School Background Note 814-033, September 2013. (Revised October 2016.)
Entry into Platform-based Markets
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...
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- 29 Apr 2013
- News
The Flutie Effect: How Athletic Success Boosts College Applications
- February 2018
- Article
Patent Publication and the Market for Ideas
By: Deepak Hegde and Hong Luo
In this paper, we study the effect of invention disclosure through patent publication on the market for ideas. We do so by analyzing the effects of the American Inventor's Protection Act of 1999 (AIPA)—which required U.S. patent applications to be published 18 months...
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Keywords:
Licensing;
Patent Publication;
Invention Disclosure;
Patents;
Information Publishing;
Innovation and Invention;
Knowledge Dissemination
Hegde, Deepak, and Hong Luo. "Patent Publication and the Market for Ideas." Management Science 64, no. 2 (February 2018): 652–672.