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- People (5)
- News (721)
- Research (1,375)
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- Faculty Publications (597)
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- May 1987
- Background Note
Designing Multinational Marketing Programs
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...
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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.
- Forthcoming
- 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...
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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 (forthcoming).
- 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...
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Keywords:
Investment
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.
- October 1993 (Revised November 1994)
- Case
Becton Dickinson & Co.: Multidivisional Marketing Programs
In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort.
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Keywords:
Marketing Communications;
Accounting Audits;
Management;
Supply Chain Management;
Organizations;
Sales;
Change Management;
Health Industry
Cespedes, Frank V. "Becton Dickinson & Co.: Multidivisional Marketing Programs." Harvard Business School Case 594-060, October 1993. (Revised November 1994.)
- 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...
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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.
- 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...
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Keywords:
Customer Satisfaction;
Customer Service;
Emerging Market;
Focusing On Customers;
Competition;
Turkey;
Loyalty Program;
Marketing Strategy;
Downstream Distribution;
Customer Relationship Management;
Energy Industry;
Turkey
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,...
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- 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...
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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.
- 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...
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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.
- March 1995
- Teaching Note
Becton Dickinson and Company: Multidivisional Marketing Programs TN
Teaching Note for (9-594-060).
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Keywords:
Health Industry
- April 1996
- Article
The National Resident Matching Program as a Labor Market
By: A. E. Roth
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...
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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...
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Keywords:
Market Entry and Exit;
Service Operations;
Emerging Markets;
Applications and Software;
Books;
Information Technology Industry;
Information Industry
Greenstein, Shane. "The Reference Wars: Encyclopedia Britannica's Decline and Encarta's Emergence." Working Paper, April 2016.
- Teaching Interest
Advanced Management Program
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
- 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...
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Keywords:
Affiliate Marketing;
Incentives;
Fraud;
Advertising;
Internet and the Web;
Marketing Communications;
Ethics;
Digital Marketing
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.)
- 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...
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- 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...
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- 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...
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- 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...
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Keywords:
Marketing Strategy;
Resource Allocation;
Market Entry and Exit;
Trade;
Auto Industry;
Japan;
United Kingdom;
Europe
Quelch, John A. "Nissan Motor Co. Ltd.: Marketing Strategy for the European Market." Harvard Business School Case 590-018, August 1989. (Revised November 1994.)