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Marketing Unit

Recent Publications by Marketing Unit Faculty

Books

Anderson, James C., James A. Narus, and Das Narayandas. Business Market Management: Understanding, Creating, and Delivering Value. 3rd ed. Pearson Prentice Hall, 2008.

Quelch, John A., and Katherine E. Jocz. Greater Good: How Good Marketing Makes for Better Democracy. Boston: Harvard Business Press, 2008.

Published Papers and Book Chapters

Adamowicz, Wiktor, David Bunch, Trudy Ann Cameron, Benedict G.C. Dellaert, Michael Hanneman, Michael Keane, Jordan Louviere, Robert Meyer, Thomas J. Steenburgh, and Joffre Swait. "Behavioral Frontiers in Choice Modeling." Marketing Letters 19, nos. 3/4 (December 2008): 215-219.

Apfelbaum, Evan P., Kristin Pauker, Nalini Ambady, Samuel R. Sommers, and Michael I. Norton. "Learning (Not) to Talk About Race: When Older Children Underperform in Social Categorization." Developmental Psychology 44, no. 5 (2008).

Apfelbaum, Evan P., Samuel R. Sommers, and Michael I. Norton. "Seeing Race and Seeming Racist? Evaluating Strategic Colorblindness in Social Interaction." Journal of Personality and Social Psychology 95, no. 4 (2008): 918-932.

Ariely, Dan, and Michael I. Norton. "Conceptual Consumption." Annual Review of Psychology 60 (2009): 475-499.

Bhardwaj, Pradeep, Yuxin Chen, and David Godes. "Buyer-Initiated vs. Seller-Initiated Information Revelation." Management Science 54 (June 2008): 2007-2008.

Chance, Zoe and Michael I. Norton. "I Read Playboy for the Articles: Justifying and Rationalizing Questionable Preferences." In The Interplay of Truth and Deception, edited by M. S. McGlone and M. L. Knapp. Routledge, 2008.

Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2-12.

Deshpandé, Rohit, and Zoe Chance. "Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing. Journal of Macromarketing 29, no. 3 (2009).

Elberse, Anita. "Should You Invest in the Long Tail?" HBS Centennial Issue. Harvard Business Review 86, nos. 7/8 (July - August 2008): 88-96.

Frost, Jeana H., Zoe Chance, Michael I. Norton, and Dan Ariely. "People Are Experience Goods: Improving Online Dating with Virtual Dates." Journal of Interactive Marketing 22, no. 1 (winter 2008): 51-62.

Godes, David, Elie Ofek, and Miklos Sarvary. "Content vs. Advertising: The Impact of Competition on Media Firm Strategy." Marketing Science 28, no. 1 (January - February 2009): 20-35.

Gupta, Sunil and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices. Chicago: American Marketing Association, 2008.

Gupta, Sunil and Donald R. Lehmann. "Models of Customer Value." In Handbook of Marketing Decision Models, edited by Berend Wierenga. International Series in Operational Research and Management Science. Springer Science + Business Media, 2008.

Gupta, Sunil, and Carl F. Mela. "What Is a Free Customer Worth?" Harvard Business Review 86, no. 11 (November 2008).

Hartmann, Wes, Puneet Manchanda, Harikesh Nair, Matthew Bothner, Peter Dodds, David Godes, Kartik Hosanagar, and Catherine Tucker. "Modeling Social Interactions: Identification, Empirical Methods and Policy Implications." Marketing Letters 19, nos. 3/4 (December 2008).

Keinan, Anat, and Ran Kivetz. "Remedying Hyperopia: The Effects of Self-Control Regret on Consumer Behavior." Journal of Marketing Research 45, no. 6 (December 2008).

Keinan, Anat, and Ran Kivetz. "When Virtue Is a Vice." HBS Centennial Issue. Harvard Business Review 86, nos. 7/8 (July - August 2008): 22.

Lacey, H., A. Fagerlin, G. Loewenstein, D. Smith, J. Riis, and P. Ubel. "Are They Really That Happy? Exploring Scale Recalibration in Estimates of Well-being." Health Psychology 27, no. 6 (November 2008): 669-675.

Mochon, Daniel, Michael I. Norton, and Dan Ariely. "Getting off the Hedonic Treadmill, One Step at a Time: The Impact of Regular Religious Practice and Exercise on Well-Being." Journal of Economic Psychology 29, no. 5 (November 2008): 632-642.

Morewedge, Carey K., and Michael I. Norton. "When Dreaming Is Believing: The (Motivated) Interpretation of Dreams." Journal of Personality and Social Psychology 96, no. 2 (2009): 249-264.

Norton, Michael I., Joseph A. Vandello, Andrew Biga, and John M. Darley. "Colorblindness and Diversity: Conflicting Goals in Decisions Influenced by Race." Social Cognition 26 (2008): 102-111.

Norton, Michael I., and Elizabeth W. Dunn. "Help Employees Give Away Some of That Bonus." HBS Centennial Issue. Harvard Business Review 86, nos. 7/8 (July - August 2008): 27.

Ofek, Elie, and Ozge Turut. "To Innovate or Imitate? Entry Strategy and the Role of Market Research." Journal of Marketing Research 45, no. 6 (December 2008).

Petkoski, Djordjija B., V. Kasturi Rangan, and William S. Laufer. "Business and Poverty: Opening Markets to the Poor." Development Outreach: World Bank Institute, June 2008.

Quelch, John A., and Katherine Jocz. "Branded for Good." The American 2, no. 6 (November - December 2008).

Quelch, John A., and Katherine Jocz. "An Exploration of Marketing's Impact on Society: A Perspective Linked to Democracy." Journal of Public Policy and Marketing 27, no. 2 (fall 2008): 202-206.

Quelch, John A., and Katherine Jocz. "Holding a Mirror up to Marketing." Marketing Management 17, no. 6 (November - December 2008): 16-21.

Quelch, John A., and Katherine Jocz. "How to Market in a Downturn." Harvard Business Review 87, no. 4 (April 2009).

Quelch, John A., and Katherine Jocz. "Milestones in Marketing." Business History Review 82, no. 4 (winter 2008): 827-838.

Riis, J., J. Simmons, and G. Goodwin. "Preferences for Enhancement Pharmaceuticals: The Reluctance to Enhance Fundamental Traits." Journal of Consumer Research 35, no. 3 (October 2008).

Sommers, Samuel R., and Michael I. Norton. "Race and Jury Selection: Psychological Perspectives on the Peremptory Challenge Debate." American Psychologist 63 (September 2008): 527-539.

Steenburgh, Thomas J. "Effort or Timing: The Effect of Lump-Sum Bonuses." Quantitative Marketing and Economics 6, no. 3 (September 2008): 235-256.

Working Papers

Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "Economic Factors Underlying the Unbundling of Advertising Agency Services." National Bureau of Economic Research Working Paper Series, No. 14345, September 2008.

Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Harvard Business School Working Paper, No. 09-007, July 2008.

Paharia, Neeru, and Rohit Deshpandé. "Sweatshop Labor Is Wrong Unless the Jeans Are Cute: Motivated Moral Disengagement." Harvard Business School Working Paper, No. 09-079, January 2009.

Rangan, V. Kasturi, Herman B. Leonard, and Susan McDonald. "The Future of Social Enterprise." Harvard Business School Working Paper, No. 08-103, June 2008.

Rogers, Todd, and Michael I. Norton. "Conversational Blindness: Answering the Wrong Question the Right Way." Harvard Business School Working Paper, No. 09-048, September 2008.

Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.

Steenburgh, Thomas J., and Andrew Ainslie. "Taste Heterogeneity, IIA, and the Similarity Critique." Harvard Business School Working Paper, No. 09-049, September 2008.

HBS Course Materials

  • "Alliance for a Green Revolution in Africa (AGRA)." Harvard Business School Case 509-007.
  • "The American Express Card." Harvard Business School Case 509-027.
  • "Avaya (A)." Harvard Business School Case 508-048.
  • "Avaya (B)." Harvard Business School Supplement 508-049.
  • "Avaya (C): Implementing Demand Generation in Brazil." Harvard Business School Supplement 508-050.
  • "Avaya (D): Early Results of the Demand Generation Initiative." Harvard Business School Supplement 508-051.
  • "Blogging at BzzAgent." Harvard Business School Case 508-102.
  • "BMW's Project Switch (A): Importers vs. National Sales Companies." Harvard Business School Case 509-023.
  • "BMW's Project Switch (B): Importers vs. National Sales Companies." Harvard Business School Supplement 509-024.
  • "Carlyle Japan (A)." Harvard Business School Case 508-092.
  • "Carlyle Japan (B)." Harvard Business School Supplement 508-093.
  • "Carlyle Japan (C)." Harvard Business School Supplement 508-094.
  • "Chocolates El Rey." Harvard Business School Case 508-052.
  • "Citigroup: Re-Branding in 2007 (A)." Harvard Business School Case 508-010.
  • "Citigroup: Re-Branding in 2007 (B)." Harvard Business School Supplement 508-011.
  • "Club Atlético Boca Juniors." Harvard Business School Case 508-056.
  • "COFCO Xinjiang Tunhe Co., Ltd." Harvard Business School Case 508-079.
  • "Concha y Toro." Harvard Business School Case 509-018.
  • "Curled Metal Inc.-Engineered Products Division." Harvard Business School Case 709-434.
  • "Customer Referencing: Three Programs." Harvard Business School Case 508-101.
  • "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012.
  • "EFI, Inc. (A)." Harvard Business School Case 508-044.
  • "EFI, Inc. (B)." Harvard Business School Supplement 508-045.
  • "EFI, Inc. (C)." Harvard Business School Supplement 508-046.
  • "elBulli: The Taste of Innovation." Harvard Business School Case 509-015.
  • "Examining the Adoption of Drug-Eluting Stents." Harvard Business School Case 509-028.
  • "Exercise on Estimation." Harvard Business School Exercise 509-022.
  • "Exeter Group, Inc.." Harvard Business School Case 409-001.
  • "Flying J." Harvard Business School Case 508-074.
  • "Four Products: Predicting Diffusion (2008)." Harvard Business School Case 508-103.
  • "Glass Egg Digital Media." Harvard Business School Case 508-066.
  • "GLOBALGAP: Food Safety and Private Standards." Harvard Business School Case 509-004.
  • "Go Mobile." Harvard Business School Case 508-023.
  • "Grupo Bimbo: Growth and Social Responsibility." Harvard Business School Case 509-025.
  • "Hearts on Fire-Brand Development Manager." Harvard Business School Case 709-436.
  • "The Hotel Bed Wars." Harvard Business School Case 509-059.
  • "HP: The Computer is Personal Again." Harvard Business School Case 509-010.
  • "The International Finance Corporation's Grassroots Business Initiative." Harvard Business School Case 508-063.
  • "JBS Swift & Co." Harvard Business School Case 509-021.
  • "LeBron James." Harvard Business School Case 509-050.
  • "Lenovo: Building a Global Brand (Multimedia case)." Harvard Business School Multimedia/Video Case 508-703.
  • "Lincoln Financial Group (A)." Harvard Business School Case 508-028.
  • "Lincoln Financial Group (B): Making LFD a Reality." Harvard Business School Supplement 508-029.
  • "Lincoln Financial Group (C)." Harvard Business School Supplement 508-030.
  • "Marketing Input and Innovation Strategy." Harvard Business School Note 508-090.
  • "Marketing the "$100 Laptop" (C)." Harvard Business School Supplement 508-065.
  • "Marks and Spencer: Plan A." Harvard Business School Case 509-029.
  • "Marquee: The Business of Nightlife." Harvard Business School Case 509-019.
  • "Merck: Global Health and Access to Medicines." Harvard Business School Case 509-048.
  • "The Metropolitan Opera (A)." Harvard Business School Case 509-033.
  • "The Metropolitan Opera (B)." Harvard Business School Supplement 509-034.
  • "Microsoft's Unlimited Potential (A)." Harvard Business School Supplement 508-072.
  • "Microsoft's Unlimited Potential (B)." Harvard Business School Supplement 509-009.
  • "Nestlé in 2008." Harvard Business School Case 509-001.
  • "Obama versus Clinton: The YouTube Primary." Harvard Business School Case 509-032.
  • "Olam International." Harvard Business School Case 509-002.
  • "Olympia Machine Company, Inc." Harvard Business School Case 708-490.
  • "PNC Financial: Grow Up Great." Harvard Business School Case 409-108.
  • "(PRODUCT) RED (A)." Harvard Business School Case 509-013.
  • "(PRODUCT) RED (B)." Harvard Business School Supplement 509-014.
  • "Purolator Courier Ltd." Harvard Business School Case 508-054.
  • "Radiohead: Music at Your Own Price (A)." Harvard Business School Case 508-110.
  • "Radiohead: Music at Your Own Price (B)." Harvard Business School Supplement 508-111.
  • "Repositioning CARE USA." Harvard Business School Case 509-005.
  • "Shaklee Corporation: Corporate Social Responsibility." Harvard Business School Case 509-031.
  • "Shoppers' Stop Group (SSG)." Harvard Business School Case 508-017.
  • "SKF." Harvard Business School Case 508-097.
  • "Sony Digital Entertainment, Japan." Harvard Business School Case 508-071.
  • "Sony PlayStation 3: Game Over?" Harvard Business School Case 508-076.
  • "South Dakota Wheat Growers." Harvard Business School Case 508-034.
  • "Syngenta International AG: Tropical Sugar Beet." Harvard Business School Case 909-404.
  • "Taylor Fresh Foods." Harvard Business School Case 509-008.
  • "Terumo (A)." Harvard Business School Case 508-068.
  • "Terumo (B)." Harvard Business School Supplement 508-069.
  • "Terumo (C)." Harvard Business School Supplement 508-070.
  • "Ti-Tech (A)." Harvard Business School Case 508-095.
  • "Ti-Tech (B)." Harvard Business School Supplement 508-096.
  • "Transformation of COFCO in a Changing Environment." Harvard Business School Case 909-403.
  • "Transforming AMFAM." Harvard Business School Case 508-081.
  • "Understanding Brands." Harvard Business School Module Note 509-041.
  • "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035.
  • "ViniBrasil: New Latitude Wines." Harvard Business School Case 509-003.
  • "VOSS Artesian Water from Norway." Harvard Business School Case 509-040.