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    • Faculty Publications  (6,229)

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    • All HBS Web  (30,139)
      • Faculty Publications  (6,229)

      Marketing Remove Marketing →

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      Marketing Unit
      The Marketing faculty aims to understand the needs of an organization’s customers in order to create, communicate, capture, and sustain...
      Marketing
      Skip to Main Content Marketing Marketing Program Requirements The doctoral program in Marketing draws on a variety of underlying disciplines to...
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      • April 2021
      • Article

      Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry

      By: K. Francis Park, Robert Seamans and Feng Zhu
      We examine how heterogeneity in customers’ tendencies to single-home or multi-home affects a platform’s competitive responses to new entrants in the market. We first develop a formal model to generate predictions about how a platform will respond. We then empirically...  View Details
      Keywords: Single-homing; Multi-homing; Platform Responses; Newpaper; Television; market Platforms; market Entry And Exit; Newspapers; Television Entertainment; History; Journalism And News Industry; Media And Broadcasting Industry
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      Park, K. Francis, Robert Seamans, and Feng Zhu. "Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry." Strategic Management Journal 42, no. 4 (April 2021): 684–709.
      • March 2021
      • Supplement

      Sky Deutschland Analysis: Results

      By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
      Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...  View Details
      Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids And Bidding; Sports Industry; Germany
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      Oberholzer-Gee, Felix, Sascha L. Schmidt, Renate Imoberdorf, and Sebastian Koppers. "Sky Deutschland Analysis: Results." Harvard Business School Spreadsheet Supplement 721-853, March 2021.
      • March 2021
      • Supplement

      Artea (A), (B), (C), and (D): Designing Targeting Strategies

      By: Eva Ascarza and Ayelet Israeli
      Power Point Supplement to Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on...  View Details
      Keywords: Targeted Advertising; Targeting; Algorithmic Data; Bias; A/b Testing; Experiment; Gender; Race; Diversity; marketing; Customer Relationship Management; Prejudice And Bias; Retail Industry; Apparel And Accessories Industry; Technology Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Artea (A), (B), (C), and (D): Designing Targeting Strategies." Harvard Business School PowerPoint Supplement 521-719, March 2021.
      • March 2021
      • Case

      Sky Deutschland - Bidding for Sports Rights (A)

      By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
      Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...  View Details
      Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids And Bidding; Sports Industry; Germany
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      Oberholzer-Gee, Felix, Sascha L. Schmidt, Renate Imoberdorf, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (A)." Harvard Business School Case 721-440, March 2021.
      • March 2021
      • Supplement

      Sky Deutschland - Bidding for Sports Rights (B)

      By: Felix Oberholzer-Gee, Sascha L. Schmidt and Sebastian Koppers
      Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...  View Details
      Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids And Bidding; Sports Industry; Germany
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      Oberholzer-Gee, Felix, Sascha L. Schmidt, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (B)." Harvard Business School Supplement 721-441, March 2021.
      • March 2021
      • Case

      Litigation Finance 2.0: LexShares

      By: Lauren Cohen, Spencer C. N. Hagist and Yago Zavalia Gahan
      Litigation finance - also referred to as third party litigation funding - was in its relative infancy as an asset class when Jay Greenberg and Max Volsky made a platform-play in the space. 7 years later, the market was far from "mainstream," but nonetheless had grown...  View Details
      Keywords: Finance; Entrepreneurship; United States
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      Cohen, Lauren, Spencer C. N. Hagist, and Yago Zavalia Gahan. "Litigation Finance 2.0: LexShares." Harvard Business School Case 221-092.
      • March 2021
      • Case

      Aligning Mission and Margin at Southern Bancorp

      By: Rebecca M. Henderson, Brian Trelstad and Eren Kuzucu
      In October 2020, after spending almost a decade to turnaround Southern Bancorp, an Arkansan bank founded with the mission to provide financial services to rural, underserved communities, CEO Darrin Williams is wondering how Southern Bancorp should continue to grow....  View Details
      Keywords: Banks And Banking; Growth And Development; Corporate Social Responsibility And Impact; Mission And Purpose; Going Public; Investment Return; Social Issues; Wealth And Poverty; Banking Industry; Financial Services Industry; United States; Arkansas
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      Henderson, Rebecca M., Brian Trelstad, and Eren Kuzucu. "Aligning Mission and Margin at Southern Bancorp." Harvard Business School Case 321-099, March 2021.
      • March 2021
      • Case

      Proteak: Valuing Forestry Assets

      By: Gerardo Pérez Cavazos and Carla Larangeira
      In early 2020, 414 Capital was hired by Proteak, Mexico´s largest forestry platform, to perform a valuation of its teak business, a high-grade hardwood commonly used to build boat decks, outdoor walls, furniture, doors and small objects. Teak plantations typically...  View Details
      Keywords: Forestry; Assets; Valuation; Forest Products Industry; Financial Services Industry; Mexico
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      Pérez Cavazos, Gerardo, and Carla Larangeira. "Proteak: Valuing Forestry Assets." Harvard Business School Case 121-077, March 2021.
      • 2021
      • Working Paper

      Deregulation, Market Power, and Prices: Evidence from the Electricity Sector

      By: Alexander MacKay and Ignacia Mercadal
      When deciding whether to introduce market-based prices into a regulated market, a regulator faces the following tradeoff: profit incentives may reduce costs through the more efficient allocation of resources, but the presence of market power may lead to increased...  View Details
      Keywords: Deregulation; Market Power; Markups; Prices; Electricity; Energy; markets; Governing Rules, Regulations, And Reforms; Price
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      MacKay, Alexander, and Ignacia Mercadal. "Deregulation, Market Power, and Prices: Evidence from the Electricity Sector." Harvard Business School Working Paper, No. 21-095, February 2021. (Direct download.)
      • March 9, 2021
      • Article

      Addressing Consolidation in Health Care Markets

      By: Leemore S. Dafny
      This Viewpoint proposes three steps the Biden administration can take to slow consolidation within health care, which has been shown to raise costs without improving service or quality: better fund federal antitrust enforcement agencies; appoint agency heads committed...  View Details
      Keywords: Antitrust Issues And Policies; Health Care And Treatment; markets; Consolidation; Competition; Government Administration
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      Dafny, Leemore S. "Addressing Consolidation in Health Care Markets." JAMA, the Journal of the American Medical Association 325, no. 10 (March 9, 2021): 927–928.
      • March 2021
      • Case

      Yale Investments Office: November 2020

      By: Josh Lerner, Jo Tango and Alys Ferragamo
      David Swensen and the Investments Office staff must decide whether to continue to allocate the bulk of the university's endowment to illiquid investments—hedge funds, private equity, venture capital, real estate, natural resources—given the impact of the COVID-19...  View Details
      Keywords: University Endowment; Asset Allocation; Real Estate; Equities; Fixed Income; Covid-19; Asset Management; Private Equity; Venture Capital; Natural Resources; Resource Allocation; Investment; Investment Portfolio; Health Pandemics; Financial Crisis; Financial Services Industry; Real Estate Industry; Energy Industry; Connecticut
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      Lerner, Josh, Jo Tango, and Alys Ferragamo. "Yale Investments Office: November 2020." Harvard Business School Case 821-074, March 2021.
      • March 2021
      • Technical Note

      Competitive Strategy in International Construction

      By: John D. Macomber and Emrah Ergelen
      Construction of buildings and infrastructure is one of the largest industries in the world in terms of volume. It is also one of the most physically risky, financially uncertain, and politically impacted. The industry is highly fragmented since there are few economies...  View Details
      Keywords: Construction; Infrastructure; Strategy; marketing Strategy; Competitive Strategy; Strategic Planning; Global Range; Construction Industry
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      Macomber, John D., and Emrah Ergelen. "Competitive Strategy in International Construction." Harvard Business School Technical Note 221-074, March 2021.
      • March 2021
      • Case

      ALDDN: Advancing Local Dairy Development in Nigeria

      By: Meg Rithmire and Debora L. Spar
      Keywords: Animal-based Agribusiness; Food; Rural Scope; Growth And Development; Nonprofit Organizations; Globalized markets And Industries; Business And Government Relations; Nigeria
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      Rithmire, Meg, and Debora L. Spar. "ALDDN: Advancing Local Dairy Development in Nigeria." Harvard Business School Case 721-026, March 2021.
      • March 2021
      • Case

      VideaHealth: Building the AI Factory

      By: Karim R. Lakhani and Amy Klopfenstein
      Florian Hillen, co-founder and CEO of VideaHealth, a startup that used artificial intelligence (AI) to detect dental conditions on x-rays, spent the early years of his company laying the groundwork for an AI factory. A process for quickly building and iterating on new...  View Details
      Keywords: Innovation And Invention; Disruptive Innovation; Technological Innovation; Technology; Software; Technology Adoption; Technology Platform; Entrepreneurship; Technology Industry; Medical Devices And Supplies Industry; North And Central America; United States; Massachusetts; Cambridge
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      Lakhani, Karim R., and Amy Klopfenstein. "VideaHealth: Building the AI Factory." Harvard Business School Case 621-021, March 2021.
      • March 2021
      • Module Note

      Markets and Marketplaces: Core Concepts

      By: Scott Duke Kominers
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      Kominers, Scott Duke. "Markets and Marketplaces: Core Concepts." Harvard Business School Module Note 821-069, March 2021.
      • March 2021
      • Case

      The U.S. Home Improvement Sector in 2020

      By: José Alvarez and David Lane
      Provides an overview of the U.S. home improvement sector in 2020, reviewing sources of growth in the decade ending in 2020, with special attention to the impact of COVID-19 on market leaders Home Depot and Lowe’s and the spike in online revenues for both. Also noted...  View Details
      Keywords: Change Management; Trends; Leading Change; Operations; Organizational Change And Adaptation; Performance; Technology; Construction Industry; United States
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      Alvarez, José, and David Lane. "The U.S. Home Improvement Sector in 2020." Harvard Business School Case 521-032, March 2021.
      • March 2021
      • Supplement

      Political Legitimacy and Global Capital Markets: Malaysia’s 1MDB (B)

      By: Meg Rithmire and Courtney Han
      Keywords: Malaysia
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      Rithmire, Meg, and Courtney Han. "Political Legitimacy and Global Capital Markets: Malaysia’s 1MDB (B)." Harvard Business School Supplement 721-042, March 2021.
      • March 2021
      • Case

      Founders Factory

      By: Jeffrey F. Rayport and James Barnett
      In January 2020, Brent Hoberman and Henry Lane Fox, co-founders of Founders Factory, a venture capital fund with an accelerator and incubator program funded by investment from corporate partners, consider international expansion strategies.  View Details
      Keywords: Entrepreneurship; Finance; markets; Planning; Expansion; Global Range; Technology Industry; Africa; South Africa; Johannesburg; Europe; France; Paris; United Kingdom; England; London; United States; New York (city, Ny)
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      Rayport, Jeffrey F., and James Barnett. "Founders Factory." Harvard Business School Case 821-009, March 2021.
      • March–April 2021
      • Article

      What Professional Service Firms Must Do to Thrive

      By: Ashish Nanda and Das Narayandas
      When the going gets tough, professional service firms (PSFs) often get desperate and chase all kinds of business just to keep the lights on. Consultancies, financial services firms, VC/PE firms, and the like offer services and sign up clients they should never have...  View Details
      Keywords: Professional Service Firms; Client Mix; Strategic Positioning; Organizations; Performance Effectiveness; Decision Making; Framework
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      Nanda, Ashish, and Das Narayandas. "What Professional Service Firms Must Do to Thrive." Harvard Business Review 99, no. 2 (March–April 2021): 98–107.
      • 2021
      • Working Paper

      Information Spillovers in Experience Goods Competition

      By: Zhuoqiong Charlie Chen, Christopher Stanton and Catherine Thomas
      When experience goods compete, consuming one product can be informative about value for similar untried products. We study a two-period model of duopoly competition in markets that have this feature and where firms can price discriminate between consumers based on...  View Details
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      Chen, Zhuoqiong Charlie, Christopher Stanton, and Catherine Thomas. "Information Spillovers in Experience Goods Competition." NBER Working Paper Series, No. 28584, March 2021.
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      Are you looking for?

      Marketing Unit
      The Marketing faculty aims to understand the needs of an organization’s customers in order to create, communicate, capture, and sustain...
      Marketing
      Skip to Main Content Marketing Marketing Program Requirements The doctoral program in Marketing draws on a variety of underlying disciplines to...
      → Search All HBS Web
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