BWL-aktuell

Direkt zum Seiteninhalt

Hauptmenü

 

Auf den folgenden Seiten finden Sie aktuelle  Informationen zu BWL - Lehrstuehlen in Deutschland und aktuellen Working Papers weltweit

 

MSI's working paper library includes more than 600 working papers and other reports. Those issued before 1999 are available in print only.

Product Ideation in Social Networks
Andrew T. Stephen, Peter Pal Zubcsek, and Jacob Goldenberg, 2013  [13-112]
In six experiments, investigates the role of network structure in determining whether online crowdsourcing leads to more-innovative or less-innovative ideas.

When Harry Bet with Sally: An Empirical Analysis of Peer Effects in Casino Gambling Behavior
Hee Mok Park and Puneet Manchanda, 2013  [13-111]
Examines how social influence operates in joint consumption settings via endogenous peer effects, exogenous peer effects, and the peer presence effect. Uses a structural model applied to behavioral data from a casino setting.

Long-Term Market Leadership Persistence: Baselines, Economic Conditions, and Category Types
Peter N. Golder, Julie R. Irwin, and Debanjan Mitra, 2013  [13-110]
Based on archival records from 1921 to 2010 and IRI dataset, examines market leadership persistence, whether loss of leadership tends to be permanent, and whether leadership persistence varies as a function of economic conditions or by category type.

Managing Motivation over Time: How Focusing on the Present versus Future Influences Goal Pursuit
Jordan Etkin and Rebecca K. Ratner, 2013  [13-109]
In a series of experiments, explores the role of temporal cues in impacting consumer motivation across the course of goal pursuit.

The Short- and Long-term Impacts of Fashion Knockoffs on Original Items
Gil Appel, Barak Libai, and Eitan Muller, 2013  [13-108]
Using data on 15 fashion products, examines the potential financial consequences of a knockoff on the original item; focuses on three main effects: acceleration, substitution, and uniqueness.

Self-serving Behavior in Price-Quality Competition
Marco Bertini, Daniel Halbheer, and Oded Koenigsberg, 2013  [13-107]
Investigates the role of self-serving behavior in price and quality competition; identifies the conditions under which it increases or decreases firm profitability.

Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity
Kinshuk Jerath, Liye Ma, and Young-Hoon Park, 2013  [13-106]
Analyzes over 1.5 million user searches for multiple keywords and uncovers robust patterns in consumer click behavior on a search results page.

Understanding the Effectiveness of Loyalty Programs
Lena Steinhoff and Robert W. Palmatier, 2013  [13-105]
Proposes a framework for analyzing loyalty program performance that includes a customer portfolio perspective, a reward element perspective, and a reward delivery perspective. Empirically investigates the framework in two experimental studies and one field study.

Which Advertising Forms Make a Difference in Online Path to Purchase?
Evert de Haan, Thorsten Wiesel, and Koen Pauwels, 2013  [13-104]
Investigates how different forms of offline and online advertising generate website traffic, affect conversion, and contribute to revenues; uses structural vector autoregressive model and restricted impulse responses.

Price Promotion for Emotional Impact
Aylin Aydinli and Marco Bertini, 2013  [13-103]
In six experiments, investigates the role of cognitive and affective processes in consumer response to price promotion, in particular with respect to product choice.

Taking the Customers Point-of-View: Engagement or Satisfaction?
Bobby J. Calder, Mathew S. Isaac, and Edward C. Malthouse, 2013  [13-102]
Develops a model for conceptualizing and measuring consumer engagement, and demonstrates via two large-scale surveys that engagement and satisfaction are each uniquely and incrementally predictive of different kinds of consumption behaviors.

Targeting Revenue Leaders for a New Product
Michael Haenlein and Barak Libai, 2013  [13-101]
Uses agent-based modeling and data from a European cellular provider to assess the value of targeting high profit customers, or revenue leaders, for new product seeding.

Ethnographic Stories for Market Learning
Julien Cayla and Eric J. Arnould, 2013  [13-100]
Examines how ethnography can be implemented, and contributes to market learning, in corporate environments; uses in-depth analysis of two companies and a cross-sectional study of ethnographic projects in several industries, countries, and strategic contexts.

Attribution Modeling: Understanding the Influence of Channels in the Online Purchase Funnel
Hongshuang (Alice) Li and P. K. Kannan, 2012  [12-115]
Proposes a framework to understand the influence of channels in the online purchase funnel; develops a three-level measurement model of customers consideration of online channels/sources, their visits through these channels over time, and subsequent purchase at the website.

Starting Prices and Consumer Sensitivity to Customization
Marco Bertini and Luc Wathieu, 2012  [12-114]
In four lab experiments, demonstrates that starting prices improve the evaluation and purchase likelihood of customized goods.

Auctions versus Posted Price Internet Channels: A Sellers Perspective on When to Make and When to Take
Ernan Haruvy, Sandy D. Jap, and Robert Zeithammer, 2012  [12-113]
Develops a model to investigate how firms can maximize profits by managing their product placement choices between auction- versus Internet-based channel formats; tests model using data from the wholesale used car market.

Do Marketing Campaigns Produce Multichannel Buying and More Profitable Customers? A Field Experiment
Elisa Montaguti, and Scott A. Neslin, and Sara Valentini, 2012  [12-112]
Employs a field experiment to investigate the ability of marketing campaigns to create multichannel customers; manipulates campaign message and incentives and measures the impact on multichannel shopping and in turn the translation of multichannel shopping to customer profitability

Effect of Customer-Centric Structure on Firm Performance
Ju-Yeon Lee, Shrihari Sridhar, Conor M. Henderson, and Robert W. Palmatier, 2012  [12-111]
Investigates how and when a customer-centric structure improves firm performance, using 13 years of secondary data (19982010) linking 174 firms structural alignment to performance

Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising
Amin Sayedi, Kinshuk Jerath, and Kannan Srinivasan , 2012  [12-110]
Studies the implications of competitive poaching in sponsored search advertising on the advertising decisions of competing firms and on the design of sponsored search auctions.

To Launch or not to Launch in Recessions? Evidence from over 60 Years of the Automobile Industry
M. Berk Talay, Koen Pauwels, and Steven H. Seggie, 2012  [12-109]
Investigates new product survival rates in recession versus boom times in the context of the U.S. automotive industry, using data on 1,071 models launched between 1945 and 2008.

Are Financial Analysts Good Marketers? Implications for Marketing and Investor Relations
Thorsten Wiesel, Roman Krussl, and Rajendra K. Srivastava, 2012  [12-108]
Examines the association between brand value and financial analysts earnings forecasts and stock recommendations. Discusses implications for the marketinginvestor relations interface.

The Role of Attitudinal Information in CLV-based Customer Management
Rajkumar Venkatesan, Werner Reinartz, and Nalini Ravishanker, 2012  [12-107]
Determines how the inclusion of customers attitudes affects predictions of customer lifetime value and thus a firms customer management strategy.

The Social Status of Innovators, Imitators, and Influentials in New Product Adoption: Its Not Just about High versus Low
Yansong Hu and Christophe Van den Bulte, 2012  [12-106]
Examines the impact of social status on who is an early adopter, influential, or imitator, for innovations that have the potential to boost ones social rank; documents that people of high status are most influential, but people of middle status are most likely to adopt early and be influenced by others.

An Empirical Investigation of Product Placements Impact on Commercial Audience Levels
David A. Schweidel, Natasha Zhang Foutz, and Robin J. Tanner, 2012  [12-105]
Using data for five major television networks, explores the impact of product placement on changes in the audience levels of downstream advertisements.

Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
Alvin J. Silk, 2012  [12-104]
Examines the history of the advertising agency in the U.S. and Japan, including conflicts and policy guidelines, and reviews theoretical and empirical work to offer an integrated view of conflict policy and advertising agency-client relations.

Doing Well by Doing Good: The Benevolent Halo of Social Goodwill
Sean Blair and Alexander Chernev, 2012  [12-103]
Four empirical studies show that a firm's socially responsible activities can bolster consumer perceptions of the performance of the firm's products.

Usage Experience with Decision Aids and Evolution of Online Purchase Behavior
Savannah Wei Shi and Jie Zhang, 2012  [12-102]
Investigates whether and how usage experience with decision aids in an online grocery store may drive the evolution of online purchase behavior, and what roles the different decision aids (those for nutritional needs, those for brand preference, those for economic needs, and personalized shopping lists) may play in the process.

Capturing the First Moment of Truth: Understanding Point-of-Purchase Drivers of Unplanned Consideration and Purchase
Yanliu Huang, Sam K. Hui, J. Jeffrey Inman, and Jacob A. Suher, 2012  [12-101]
Develops and tests a conceptual framework of the shopping trip-level drivers of unplanned considerations and the point-of-purchase behavior drivers of conversion to unplanned purchases.

Social Media Intelligence: Measuring Brand Sentiment from Online Conversations
David A. Schweidel, Wendy W. Moe, and Chris Boudreaux, 2012  [12-100]
Investigates the potential to infer brand sentiment from social media conversations. Derives a measure of online brand sentiment which, when applied to data from an enterprise software brand, provides an adjusted brand sentiment metric that is correlated with the results of an offline brand tracking survey.

Distinguishing among Mechanisms of Social Contagion in New Product Adoption: Framework and Illustration
Raghuram Iyengar, Christophe Van den Bulte, and Jeonghye Choi, 2011  [11-119]
Develops a framework to distinguish among contagion mechanisms in market settings; applies the framework to distinguish between learning about the products benefits and risks (social learning) and adherence to norms of proper behavior (normative influence).

The Role of Menu Organization in Food Choice
Jeffrey R. Parker and Donald R. Lehmann, 2011  [11-118]
Examines whether menu format (e.g., organization by food type, price, or calorie content) impacts the choices consumers make from food menus, specifically, whether menu format reduces calorie consumption.

Smart Shopping Carts: How Real-Time Feedback Influences Spending Members Only
Koert van Ittersum, Brian Wansink, Joost M.E. Pennings, and Daniel Sheehan, 2011  [11-117]
Based on laboratory and grocery store experiments, examines whether and how real-time spending feedback influences the shopping and spending behavior of budget and non-budget shoppers.

No Comment?! The Drivers of Reactions to Online Posts in Professional Groups
Robert P. Rooderkerk and Koen H. Pauwels, 2011  [11-116]
Investigates what features and characteristics determine the number of comments that a post receives in an online discussion forum, based on a LinkedIn forum involving a global manufacturer and health care professionals.

Social Dollars: The Economic Impact of Customer Participation in a Firm-sponsored Online Community
Puneet Manchanda, Grant Packard, and Adithya Pattabhiramaiah, 2011  [11-115]
Employs behavioral data on product purchases and customer interactions in an online community to quantify the incremental revenues for firms arising from increased customer engagement, termed social dollars.

Situational Determinants of Unplanned Buying in Emerging and Developed Markets
George Knox, David R. Bell, and Daniel Corsten, 2011  [11-114]
Undertakes a cross-country validation study of the situational determinants of unplanned buying. Based on data on over 100,000 category purchases made on 22,000 shopping trips at 160 different retail chains taken by 3,700 households in Brazil, China, The Netherlands, and the United States.

Information Discovery and the Long Tail of Motion Picture Content
Anuj Kumar, Michael D. Smith, and Rahul Telang, 2011  [11-113]
Investigates information availability as the cause of skewness (that is, the lack of a Long Tail) in movie sales distribution. Uses data on 314 movies on four U.S. pay-cable networks from January 28 to March 2010 to estimate the differential discovery of popular movies and less popular movies.

How Do Brand Portfolio Strategies Affect Firm Value?
Liwu Hsu, Susan Fournier, and Shuba Srinivasan, 2011  [11-112]
Using a sample of publicly traded firms from 1996-2006, investigates the effects of brand portfolio strategies (branded house, sub-branding, endorsed branding, house of brands, and hybrid) on three components of shareholder value: levels of returns, idiosyncratic risk, and systematic risk.

On Brands and Word of Mouth
Renana Peres, Ron Shachar, and Mitchell J. Lovett, 2011  [11-111]
Develops a framework that maps brand characteristics onto the functional, social, and emotional drivers of word-of-mouth; tests the model using offline and online data on 697 national U.S. brands.

How Interest Shapes Word-of-Mouth over Different Channels
Jonah Berger and Raghuram Iyengar, 2011  [11-110]
Distinguishes between different types of conversation channels (i.e., continuous and discontinuous) to analyze how the channel impacts product or brand word-of-mouth; examines the relationship between how interesting a brand is to talk about and how much word-of-mouth it receives in different communication channels (e.g., face-to-face and online posts).

Connected Families: How Consumption Practices Survive Distance
Amber M. Epp, Hope Jensen Schau, and Linda L. Price, 2011  [11-109]
Investigates the role of technologies in enacting family practices during extended separations; based on longitudinal study that included group interviews, participant diaries, and follow-up group intervews with 71 individuals representing 25 families.

Is the New Product Yours or Mine? A Linguistic Perspective on Composite Brand Extensions
Meng-Chun Tsai, Yung-Chien Lou, Lien-Ti Bei, and Kent B. Monroe, 2011  [11-108]
Based on linguistic theories, investigates how consumers form their perceptions of a composite brand extension concept. Using three alliances in four studies, tests the relative strength of the two brands in a composite brand expression.

Does Online Chatter Really Matter? Dynamics of User-generated Content and Stock Performance
Seshadri Tirunillai and Gerard J. Tellis , 2011  [11-107]
Examines whether user-generated content in online platforms (chatter) can predict stock market performance, which metric of chatter has the strongest relationship, and the dynamics of the relationship. Aggregates product reviews from multiple websites over a four-year period across six markets and 15 firms.

Consumer Response to User-generated Advertising: The Effects of Disclosing Consumers as Ad Creators
Debora V. Thompson and Prashant Malaviya, 2011  [11-106]
Across four experiments, examines whether disclosing that an ad was created by a consumer affects its persuasiveness.

When Does Retargeting Work? Timing Information Specificity
Anja Lambrecht and Catherine Tucker, 2011  [11-105]
Investigates whether and under what conditions dynamic retargetingthat is, personalizing ad content to reflect an individual consumers prior product searchincreases firm sales; uses data on individual-level advertising exposures and purchase decisions.

Identity Signaling with Social Capital: A Model of Symbolic Consumption
Jonah Berger, Benjamin Ho, and Yogesh Joshi, 2011  [11-104]
Using game theory, develops a model that shows how social factors create trends in consumer adoption, and abandonment, of products and behaviors.

Accounting for Marketing Activities: Implications for Marketing Research and Practice
Natalie Mizik and Doron Nissim, 2011  [11-103]
Reviews accounting principles related to the reporting of marketing activities and evaluates their implications for marketing research and practice; advances expanded disclosures as a feasible remedy for the problem of myopic management and the decline of marketings influence within the firm; calls for a dialogue and specific research to help facilitate improvements in the financial reporting.

Customer Value Measurement
Sara Leroi-Werelds and Sandra Streukens, 2011  [11-102]
Compares the performance of four dominant customer value measurement methods with regard to their predictive ability of satisfaction, repurchase intentions and word-of-mouth in four different settings.

Effective Marketing Science Applications: Insights from ISMSMSI Practice Prize Finalist Papers and Projects
Gary L. Lilien, John Roberts, and Venkatesh Shankar, 2011  [11-101]
This review of 22 award-winning marketing science applications demonstrates the great upside potential in applying marketing science models and methods to business problems.

The Complexity of Multi-media Effects
Ceren Kolsarici and Demetrios Vakratsas, 2011  [11-100]
Investigates multi-media effects using multivariate adaptive regression splines (MARS) methodology; empirical application employs time-series and cross-sectional data for durable goods (cars) and nondurable packaged goods (beer) and Leading National Advertisers database.

How Social Networks Influence the Popularity of User-generated Content
Mark K. Elsner, Oliver P. Heil, and Atanu R. Sinha, 2010  [10-206]
Investigates the role of the submitter's network in explaining the process of propagation of user-generated content.

The Integration of Product Networks and Social Networks in Online Content Exploration
Jacob Goldenberg, Gal Oestreicher-Singer, and Shachar Reichman, 2010  [10-205]
Focuses on the role of disaggregate information alongside traditional recommendations in facilitating ill-defined exploration (search without a specific target) of content and increasing consumer satisfaction; uses data from YouTube.com and website experiments to show the effect of desegregate information on consumer ratings and overall satisfaction.

Online Product Opinions: Incidence, Evaluation and Evolution
Wendy W. Moe and David A. Schweidel, 2010  [10-204]
Empirically models an individual's decision to provide a product rating and investigates factors that influence this decision.

The Impact of User-generated Content on Product Innovation
David A. Schweidel, Aric Rindfleisch, Matthew S. O'Hern, and Kersi D. Antia, 2010  [10-203]
Examines the impact of three types of user-generated content (reports, requests, and revisions) on two innovation outcomes (product development and market response); uses longitudinal sample of open-source software projects to model the monthly incidence of new product releases, product downloads, and user-generated content activity.

Mine Your Own Business: Market Structure Surveillance Through Text Mining
Ronen Feldman, Jacob Goldenberg, and Oded Netzer, 2010  [10-202]
Develops an advanced text mining approach and combines with semantic network analysis tools to generate perceptual maps and insights from online user-generated content.

The Impact of Sales Control Systems on Sales Behaviors and Customer Relationships: Evidence from China
Guangping Wang, Wenyu Dou, and Nan Zhou, 2010  [10-201]
Develops a model to examine how sales control systems influence relationship outcomes through their effects on customer-directed behaviors in different environmental conditions; based on survey data from B2B buyer-seller dyads in China.

DEA with Econometrically Estimated Individual Coefficients: A Pharmaceutical Sales Force Application
Andr Bielecki and Snke Albers, 2010  [10-200]
Proposes a benchmarking model based on multiple observations per unit that combines econometric estimation of individual coefficients of sales response functions with DEA evaluation techniques. An application for the sales force of a pharmaceutical company illustrates how this method changes the benchmarking results and increases the potential for efficiency improvement.

Value Implications of Corporate Branding in Mergers
Natalie Mizik, Jonathan Knowles, and Isaac Dinner, 2010  [10-119]
Investigates the value implications of corporate branding in mergers, both at the merger announcement time and in the years following the merger completion, based on a sample of 216 large mergers undertaken during 1997-2006. Uses event study and time-varying calendar-time portfolio analyses to assess differences in the value implications of the three major types of corporate branding strategy.

A Multistep Approach to Derive Targeted Category Promotions
Els Breugelmans, Yasemin Boztuğ, and Thomas Reutterer, 2010  [10-118]
Presents a multistep model for deriving category promotions that match consumers purchase history, account for a large number of cross-category effects, and maximize the promotional impact on sales in associated categories. Uses a controlled field experiment in collaboration with a European home-delivery grocery retailer to test the performance of the derived category promotions.

Understanding How to Achieve Competitive Advantage Through Regulatory Fit: A Meta-Analysis
Dhruv Grewal, Scott Motyka, Nancy M. Puccinelli, Anne L. Roggeveen, Ahmad Daryanto, Ko de Ruyter, and Martin Wetzels, 2010  [10-117]
This meta-analysis synthesizes research results from over 200 studies published over the past 13 years to provide insight into how regulatory fit affects consumers attitudes, behaviors, and purchase intentions.

The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin
Florian Stahl, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin, 2010  [10-116]
http://www.msi.org/images/icon-bestpaper.jpgQuantifies the strategic relationship between brand equity and the components of customer lifetime value, and demonstrates the role that marketing plays in this relationship. Uses a 10-year database from the U.S. automobile market that includes measures of brand equity as well as customer acquisition, retention, and profit contribution.

Consumer Attitude Dynamics and Marketing Impact on Sales
Dominique M. Hanssens, Koen H. Pauwels, Shuba Srinivasan, and Marc Vanhuele, 2010  [10-115]
Proposes four criteria for evaluating how well attitudinal metrics correspond to changes in purchasing behavior: sales conversion, potential, staying power, and responsiveness. Investigates how well three metricsadvertising awareness, consideration, and brand likingscored for those criteria for a high involvement and a low involvement consumer goods category.

Social Transmission, Emotion, and the Virality of Online Content
Jonah Berger and Katherine L. Milkman, 2010  [10-114]
Using dataset of New York Times articles published over a three-month period, examines the link between integral affect (i.e., the emotion evoked) and whether content is highly shared. Specifically, examines how content valence and the specific emotions it evokes relate to whether content is on the newspapers most emailed list.

Marketing Activity, Blogging, and Sales
Hiroshi Onishi and Puneet Manchanda, 2010  [10-113]
Examines the impact of new media on market outcomes and the relationship between new media and traditional media. Uses a data set from Japan including sales, blogs, and TV advertising for green tea, movies, and cell phone service.

Marketing Effectiveness in the Music Download Industry
Kerstin Reimer, Oliver J. Rutz, and Koen H. Pauwels, 2010  [10-112]
Investigates whether findings from existing work on the short- and long-term effectiveness of various marketing instruments apply to online entertainment; examines the impact of coupon promotions, TV, radio, print, and Internet advertising across customer segments for the music download industry.

Marketing's Responsibility for the Value of the Enterprise
Robert F. Lusch and Frederick E. Webster, Jr., 2010  [10-111]
Reviews historical changes in perceptions of marketing; suggests a new conceptualization, emerging in today's networked economy, that views marketing as an advocate for the consumer in the co-creation of value for all firm stakeholders.

Survival of Manufacturing Firms in Fortune 500: The Roles of Marketing Capital and R&D Capital
Gautham Gopal Vadakkepatt, Venkatesh Shankar, and Rajan Varadarajan, 2010  [10-110]
Examines how marketing capital and R&D capital affect a Fortune 500 manufacturing firms chances of remaining on the Fortune 500 list; uses a dataset of 143 firms from 18 manufacturing industries over the time period 1981 through 2006.

Unplanned Buying on Shopping Trips
David R. Bell, Daniel Corsten, and George Knox, 2010  [10-109]
Using diary panel data from 441 households in a Western European country, examines how out-of-store factors (including overall shopping goal, reason for choosing store, and out-of-store marketing) influence unplanned buying.

The Impacts of the Supporting-Firm Base in Markets with Network Effects
Qi Wang and Jinhong Xie, 2010  [10-108]
Examines how the number of firms supporting a given technology affects consumers product evaluation in the presence of network effects and standards competition; tests theory via analysis of history of 3.5-inch floppy disk drives success in the market from 1983 to 1998.

Social Effects on Customer Retention
Irit Nitzan and Barak Libai, 2010  [10-107]
Using cellular phone company database, the role of a customers social network neighbors on a defection decision is assessed, including variables of exposure to defection, tie strength, inter-customer similarity, and economic incentive.

There Is More to Planned Purchases Than Knowing What You Want: Dynamic Planning and Learning in a Repeated Multi-store Price Search Task
Yanliu Huang and J. Wesley Hutchinson, 2010  [10-106]
In two lab experiments and one field study, investigates the effects of intrinsic planning on customer shopping strategies in multi-store price search shopping situations.

What Products Do People Talk About and Why? How Product Characteristics and Promotional Giveaways Shape Word-of-mouth
Jonah Berger and Eric Schwartz, 2010  [10-105]
Examines the psychological drivers of word-of-mouth, investigating how product characteristics and campaign giveaways influence the reach and frequency of word-of-mouth. Analyzes a dataset of over 300 buzz marketing campaigns and conducts a field experiment to test causality between environmental cues and word-of-mouth.

Local Neighborhoods as Early Predictors of Innovation Adoption
Jacob Goldenberg, Sangman Han, Donald Lehmann, Janghyuk Lee, and Kyung Young Ohk, 2010  [10-104]
Examines the role of predictive neighborhoods in forecasting adoption of new products; identifies local characteristics that influence the timing and speed of individual adoptions as well as the characteristics associated with the neighborhoods that are the best predictors of overall adoption.

Sources of Social Value in Word-of-mouth Programs
Barak Libai, Eitan Muller, and Renana Peres, 2010  [10-103]
Investigates the process by which word-of-mouth-related (i.e., seeding) programs create profitability for new products via customer acquisition and purchase acceleration. Uses an agent-based modeling approach to simulate the penetration process of a new product into a social network.

Demystifying Disruption: A New Model for Understanding and Predicting Disruptive Technologies
Ashish Sood and Gerard J. Tellis, 2010  [10-102]
Develops a schema to explain the dynamics of competition between new and dominant technologies; defines types of technologies, two types of attacks (lower and upper), and three domains of market disruption (technology, firm, and demand). Tests a correlated hazards model using historical data on 36 platform technologies from seven markets, and proposes a predictive model.

Do Satisfied Customers Always Buy More? The Roles of Satiation and Habituation in Customer Repurchase
Glenn B. Voss, Andrea Godfrey, and Kathleen Seiders, 2010  [10-101]
Develops a framework for understanding the relationship between customer satisfaction, moderating variables, and repurchase levels. Explicates two types of moderating effectscomplementary and substitutionand finds that satiation and habituation are the key mechanisms across different purchase categories.

An Empirical Investigation of the Impact of Gasoline Prices on Grocery Shopping Behavior
Yu Ma, Dinesh Gauri, Kusum Ailawadi, and Dhruv Grewal, 2010  [10-100]
Examines the effect of gas prices on grocery shopping behavior using IRI panel data from 20062008, which track panelists complete purchases in grocery stores, drugstores, mass merchandisers, and warehouse clubs. Quantifies the impact on consumers total spending and examine the potential avenues for savings.

No Second Chance to Make a First Impression: A Field Study of Relationship Initiation and Development
Michael Lewis, Kimberly Whitler, and JoAndrea Hoegg, 2009  [09-122]
Examines the relative importance of developing psychological connections versus attempting to influence consumers perceptions of functional value in email advertising campaigns.

Dynamic Marketing Investment Strategies for Platform Firms
Shrihari Sridhar, Murali K. Mantrala, Prasad A. Naik, and Esther Thorson, 2009  [09-121]
Develops normative budgeting and allocation rules using a two-sided dynamic sales response model; tests the model using data from a daily newspaper company.

Service Productivity Strategy
Roland T. Rust and Ming-Hui Huang, 2009  [09-120]
Develops a theory of service productivity; uses it to derive empirical propositions that are tested using data from over 700 service companies in two time periods.

Balancing Risk and Return in a Customer Portfolio
Crina O. Tarasi, Ruth N. Bolton, Michael Hutt, and Beth Walker, 2009  [09-119]
Applies risk-return concepts and methods to a large B2B customer database; demonstrates that an efficient portfolio (that has either maximum return for a certain level of risk or minimum risk for a desired level of return) outperforms a profit-maximizing portfolio.

The Role of Marketing and Sales in Organizations and Its Impact on Performance
Oliver Gtz, Ann-Kristin Hansen, A-Ram Jo, and Manfred Krafft, 2009  [09-118]
Explores whether powerful marketing and sales departments strengthen the performance of market orientation; uses email questionnaire across industries.

A Cross-national Investigation into the Marketing Departments Influence within the Firm
Peter C. Verhoef, Peter S. H. Leeflang, Martin Natter, William Baker, Amir Grinstein, Anders Gustafsson, Pamela Morrison, and John Saunders, 2009  [09-117]
Uses data from the Netherlands, Germany, Sweden, United Kingdom, United States, Australia, and Israel to investigate how the marketing departments capabilities relate to business performance across countries.

Assessing the Total Financial Performance Impact of Marketing Assets with Limited Time-series Data: A Method and an Application to Brand Equity Research
Natalie Mizik, 2009  [09-116]
Presents an approach for estimating the total financial impact of marketing assets with limited time-series data; demonstrates the approach with an application to brand equity research and derives insights.

Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-based Compensation Plans
Doug Chung, Thomas Steenburgh, and K. Sudhir, 2009  [09-115]
Proposes a structural model of salespeoples response to different compensation instruments at various earnings levels; uses individual-level data of salesforce performance during a three-year period at a Fortune 500 firm.

Investigating the Effect of New Store Openings in a Dynamic Environment
Joseph Pancras, S. Sriram, and V. Kumar, 2009  [09-114]
Develops a model that accounts for dynamics in brand preferences and competition between retail outlets located near each other following a new store opening; uses data from a fast-food chain in a large U.S. city.

Fishing for Compliments and Complaints: The Influence of Solicited Customer Feedback and Company Acknowledgment on Customer Attitudes and Intentions
Sterling A. Bone, Katherine N. Lemon, Katie A. Liljenquist, R. Bruce Money, and Kristen B. DeTienne, 2009  [09-113]
Examines the effect of soliciting and acknowledging compliments and complaints on customer attitudes and intentions; tests hypotheses in lab and field studies.

Relationships Take Two: Customer Attachment Styles Influence on Consumers Desire for Close Relationships and Loyalty to the Firm
Martin Mende, Ruth N. Bolton, and Mary Jo Bitner, 2009  [09-112]
Develops a theoretical framework of consumers desire for closeness with a firm as their systematic preference for frequent, diverse, and mutually influential CRM-related interactions; tests framework with cross-sectional data from 932 insurance customers.

Strategic Planning of Brand Extensions Using Fit and Atypicality Measures
Rajeev Batra, Peter Lenk, and Michel Wedel, 2009  [09-111]
Examines the success of brand extensions based on measures of the extending brand's product category fit and atypicality; develops a methodology to estimate brand- and category-personality structures and levels.

Survival in Markets with Network Effects: Product Compatibility and Order-of-Entry Effects
Qi Wang, Yubo Chen, and Jinhong Xie, 2009  [09-110]
Using data from 45 markets, suggest that a pioneers survival (dis)advantage is jointly affected by network effects and two different types of product compatibility: cross-generation and within-generation.

Price Skimming's Unintended Consequences
Gary F. Gebhardt, 2009  [09-109]
Drawing on social justice theory, proposes an endogenous price-skimming effect of perceived unfairness; suggests that most-favored customer pricing can moderate or eliminate those effects.

Measuring Interpersonal Influence in Online Conversations
Paul Dwyer, 2009  [09-108]
Develops a hybrid metric derived from two text content analysis systems to identify the primary influencers in an online conversation.

First Impressions: Status Signaling Using Brand Prominence
Young Jee Han, Joseph C. Nunes, and Xavier Drze, 2009  [09-107]
Using data from two luxury brands of handbags, develops a model of status signaling behavior based on expertise, need for status, and brand prominence.

The Right Consumers for the Best Concepts: Identifying and Using Emergent Consumers in Developing New Products
Donna L. Hoffman, Praveen K. Kopalle, and Thomas P. Novak, 2009  [09-106]
Develops and validates a scale to measure the construct of "emergent nature"; compares product concepts developed by consumers high in emergent nature with those developed by other consumers.

Marketing of the Life Sciences: A New Framework and Research Agenda for a Nascent Field
Stefan Stremersch and Walter Van Dyck, 2009  [09-105]
Identifies industry-specific decision areas for life sciences marketers; formulates preliminary generalizations in these areas to evaluate early streams of research and to develop propositions to direct future research.

Boundaries of Self-Expression: Identity Saturation and Brand Preferences in Consumer Choice
Alexander Chernev and David Gal, 2009  [09-104]
Investigates the ways in which consumers use brands for self-expression, and how identity saturationthe proliferation of alternate means of self-expressionmay diminish that benefit and decrease brand preference.

The Effect of Brand Acquisition and Disposal on Stock Returns
Michael A. Wiles, Neil A. Morgan, and Lopo L. Rego, 2009  [09-103]
Using an event study methodology, examines stock market reactions to hundreds of brand acquisition and disposal announcements made by 49 firms in nine consumer markets in the U.S.; covers 232 brand acquisitions and 163 brand disposals from 1994 to 2006.

How Important Are Brands? A Cross-category, Cross-country Study
Marc Fischer, Franziska Voelckner, and Henrik Sattler, 2009  [09-102]
Develops a diagnostic metric, category brand relevance (CBR), to measure the overall role brands play in customer decision-making in a specific category; tests framework with a sample of 5,769 consumers to show how the construct varies across 20 categories and five countries.

Spending on the Fly: Mental Budgets, Promotions, and Spending Behavior
Karen M. Stilley, J. Jeffrey Inman, and Kirk L. Wakefield, 2009  [09-101]
In field study of more than 300 consumers, examines the effectiveness of promotional savings in increasing spending while incorporating consumers mental budgets.

How Corporate Social Performance Influences Financial Performance: Cash Flow and Cost of Capital
Manoj K. Agarwal and Guido Berens, 2009  [09-100]
Provides and tests a framework to show how corporate social performance affects cash flow, cost of equity (market risk and firm-specific risk), cost of debt (debt ratings), and company value; uses data on U.S. firms from 1995 to 2005.

K&N'S: Health and Happiness for Pakistan
Harvard Business School Marketing Unit Case No. 512-002
David E. Bell , Damien P. McLoughlin and Mary L. Shelman
Harvard Business School , University College Dublin (UCD) and Harvard Business School
Date Posted: June 06, 2012
Working Paper Series

Nike Football: World Cup 2010 (B)
Harvard Business School Marketing Unit Case No. 512-054
Elie Ofek and Ryan Johnson
Harvard Business School and affiliation not provided to SSRN
Date Posted: June 06, 2012
Working Paper Series

Home Depot and Interconnected Retail
Harvard Business School Marketing Unit Case No. 512-036
Jose B. Alvarez , Zeynep Ton and Ryan C. Johnson
Harvard Business School, Marketing Unit , affiliation not provided to SSRN and Harvard Business School
Date Posted: May 09, 2012
Working Paper Series

The New York Times Paywall
Harvard Business School Marketing Unit Case No. 512-077
Vineet Kumar , Bharat N. Anand , Sunil Gupta and Felix Oberholzer-Gee
Harvard Business School , Harvard University - Strategy Unit , Harvard Business School and Harvard Business School, Strategy Unit
Date Posted: May 08, 2012
Working Paper Series

Pepsi-Lipton Brisk
Harvard Business School Marketing Unit Case No. 512-011
Thales Teixeira and Alison Caverly
affiliation not provided to SSRN
and Northwestern University
Date Posted: April 30, 2012
Working Paper Series

Codevasf
Harvard Business School Marketing Unit Case No. 510-042
David E. Bell , Marcos Fava Neves , Luciano Thom Castro and Natalie Kindred
Harvard Business School , University of Sao Paulo (USP) - Business Administration , affiliation not provided to SSRN and Harvard Business School
Date Posted: April 12, 2012
Working Paper Series

Emotiv Systems, Inc.: It's the Thoughts that Count
Harvard Business School Marketing Unit Case No. 510-050
Elie Ofek , Jason Riis and Paul Hamilton
Harvard Business School , Harvard Business School and affiliation not provided to SSRN
Date Posted: April 12, 2012
Working Paper Series

ViniBrasil: New Latitude Wines
Harvard Business School Marketing Unit Case No. 509-003
David E. Bell , Marcos Fava Neves , Luciano Thom Castro and Mary L. Shelman
Harvard Business School , University of Sao Paulo (USP) - Business Administration , affiliation not provided to SSRN and Harvard Business School
Date Posted: April 12, 2012
Working Paper Series

Domino's Pizza
Harvard Business School Marketing Unit Case No. 512-004
David E. Bell , Phillip Andrews and Mary L. Shelman
Harvard Business School , affiliation not provided to SSRN and Harvard Business School
Date Posted: April 09, 2012
Working Paper Series

Hengdeli: The Art of Co-existence
Harvard Business School Marketing Unit Case No. 512-058
Rohit Deshpande and Nancy Dai
Harvard Business School and Harvard Business School, Asia Pacific Research Center
Date Posted: April 09, 2012
Working Paper Series

Speeding Ahead to a Better Place
Harvard Business School Marketing Unit Case No. 512-056
Elie Ofek and Alison Berkley Wagonfeld
Harvard Business School and Harvard Business School
Date Posted: April 09, 2012
Working Paper Series

The Swatch Group
Harvard Business School Marketing Unit Case No. 512-052
Rohit Deshpande , Karol Misztal and Daniela Beyersdorfer
Harvard Business School , Harvard Business School and Harvard Business School, Europe Research Center
Date Posted: April 09, 2012
Working Paper Series

What's the Deal with LivingSocial?
Harvard Business School Marketing Unit Case No. 512-065
Michael I. Norton , Luc Wathieu , Betsy Page Sigman and Marco Bertini
Harvard Business School , Georgetown University - Department of Marketing , Georgetown University - Robert Emmett McDonough School of Business and affiliation not provided to SSRN
Date Posted: April 09, 2012
Working Paper Series

Brasil Foods
Harvard Business School Marketing Unit Case No. 512-013
David E. Bell and Natalie Kindred
Harvard Business School and Harvard Business School
Date Posted: April 05, 2012
Working Paper Series

Better World Books
Harvard Business School Marketing Unit case no. 511-057
Michael I. Norton , Fiona Wilson , Jill Avery and Thomas J. Steenburgh
Harvard Business School , affiliation not provided to SSRN , Simmons College - Graduate School of Management and University of Virginia - Darden Graduate School of Business
Date Posted: March 19, 2012
Working Paper Series

Taj Hotels, Resorts and Palaces
Harvard Business School Marketing Unit Case No. 511-039
Rohit Deshpande and Mona Rai Sinha
Harvard Business School and affiliation not provided to SSRN
Date Posted: March 18, 2012
Working Paper Series

Target: Responding to the Recession
Harvard Business School Marketing Unit case no. 510-016
Ranjay Gulati , Rajiv Lal and Catherine Ross
Harvard Business School - Organizational Behavior , Harvard Business School and affiliation not provided to SSRN
Date Posted: March 17, 2012
Working Paper Series

Transforming AMFAM
Harvard Business School Marketing Unit case no. 508-081
Rakesh Khurana , Rajiv Lal and Catherine Ross
Harvard Business School , Harvard Business School and affiliation not provided to SSRN
Date Posted: March 17, 2012
Working Paper Series

Herborist
Harvard Business School Marketing Unit Case No. 511-051
John Deighton , Leora Kornfeld , He Yanqun and Jiang Qingyun
Harvard Business School , Harvard Business School , Fundan University and Fundan University
Date Posted: March 16, 2012
Working Paper Series

American Well: The Doctor Will E-See You Now
Harvard Business School Marketing Unit Case No. 510-061
Elie Ofek and Ron Laufer
Harvard Business School and Harvard Business School
Date Posted: March 14, 2012
Working Paper Series

Local Motors: Designed by the Crowd, Built by the Customer
Harvard Business School Marketing Unit Case No. 510-062
Michael I. Norton and Jeremy B. Dann
Harvard Business School and University of California, Los Angeles (UCLA) - Anderson School of Management
Date Posted: March 14, 2012
Working Paper Series

Porsche: The Cayenne Launch
Harvard Business School Marketing Unit Case No. 511-068
John Deighton , Jill Avery and Jeffrey Fear
Harvard Business School , Simmons College - Graduate School of Management and Dept. of Business Administration
Date Posted: March 14, 2012
Working Paper Series

Voss Artesian Water from Norway
Harvard Business School Marketing Unit Case No. 509-040
Youngme Moon , Gail McGovern , Vincent Dessain and Daniela Beyersdorfer
Harvard Business School , affiliation not provided to SSRN , Harvard Business School - Finance Unit; European Research Center and Harvard Business School, Europe Research Center
Date Posted: March 14, 2012
Working Paper Series

ABICI
Harvard Business School Marketing Unit Case No. 811-085
Mukti Khaire , Elena Corsi and Elisa Farri
Harvard Business School , Harvard Business School, Europe Research Center and Harvard Business School
Date Posted: March 13, 2012
Working Paper Series

Barcelo Hotels and Resorts (A)
Harvard Business School Marketing Unit Case No. 511-108
John T. Gourville and Marco Bertini
Harvard Business School and London Business School - Department of Marketing
Date Posted: March 13, 2012
Working Paper Series

BBVA Compass: Marketing Resource Allocation
Harvard Business School Marketing Unit Case No. 511-096
Sunil Gupta and Joseph Davies-Gavin
Harvard Business School and Harvard Business School
Date Posted: March 13, 2012
Working Paper Series

Groupon
Harvard Business School Marketing Unit Case No. 511-094
Sunil Gupta , Ray Weaver and Dharmishta Rood
Harvard Business School , Harvard Business School and Harvard Business School
Date Posted: March 13, 2012
Working Paper Series

The Eleganzia Group
Harvard Business School Marketing Unit Case No. 511-115
Elie Ofek , Elena Corsi , Bharat Sajnani , Sorina Casian-Botez and Francesco Tronci
Harvard Business School , Harvard Business School, Europe Research Center , Harvard Business School , Harvard Business School and Harvard Business School
Date Posted: March 13, 2012
Working Paper Series

Paydiant
Harvard Business School Marketing Unit Case No. 511-065
Jose B. Alvarez , Elizabeth Williamson and James Weber
Harvard Business School, Marketing Unit , affiliation not provided to SSRN and affiliation not provided to SSRN
Date Posted: March 12, 2012
Working Paper Series

Dubai Duty Free
Harvard Business School Marketing Unit Case No. 511-034
Rajiv Lal and David Kiron
Harvard Business School and Massachusetts Institute of Technology (MIT)
Date Posted: March 09, 2012
Working Paper Series

CFW Clinics in Kenya: To Profit or Not for Profit
Harvard Business School Marketing Unit Case No. 512-006
V. Kasturi Rangan and Katharine L. Lee
Harvard Business School and Harvard Business School
Date Posted: March 07, 2012
Working Paper Series

Ford Motor Company: Strengthening the Dealer Network
Harvard Business School Marketing Unit Case No. 511-132
V. Kasturi Rangan and Katharine L. Lee
Harvard Business School and Harvard Business School
Date Posted: March 07, 2012
Working Paper Series

Grameen Danone Foods Ltd.: A Social Business
Harvard Business School Marketing Unit Case No. 511-025
V. Kasturi Rangan and Katharine L. Lee
Harvard Business School and Harvard Business School
Date Posted: March 07, 2012
Working Paper Series

Mobile Banking for the Unbanked
Harvard Business School Marketing Unit Case No. 511-049
V. Kasturi Rangan and Katharine L. Lee
Harvard Business School and Harvard Business School
Date Posted: March 07, 2012
Working Paper Series

Doug Rauch: Solving the American Food Paradox
Harvard Business School Marketing Unit Case No. 512-022
Jose B. Alvarez and Ryan C. Johnson
Harvard Business School, Marketing Unit and Harvard Business School
Date Posted: March 02, 2012
Working Paper Series

Healthymagination at GE Healthcare Systems
Harvard Business School Marketing Unit Case No. 512-039
Vineet Kumar and V. Kasturi Rangan
Harvard Business School and Harvard Business School
Date Posted: March 02, 2012
Working Paper Series

Marine Harvest: Leading Salmon Aquaculture
Harvard Business School Marketing Unit Case No. 512-042
David E. Bell and Ryan C. Johnson
Harvard Business School and Harvard Business School
Date Posted: March 02, 2012
Working Paper Series

The Change Wheel: Elements of Systemic Change and How to Get Change Rolling
Harvard Business School Marketing Unit Case No. 312-083
Rosabeth Moss Kanter
Harvard Business School
Date Posted: March 02, 2012
Working Paper Series

Cipla 2011
Harvard Business School Marketing Unit Case No. 511-050
Rohit Deshpande , Sandra J. Sucher and Laura Winig
Harvard Business School , Harvard Business School and Harvard Business School, Global Research Group
Date Posted: March 01, 2012
Working Paper Series

Nike Football: World Cup 2010 South Africa
Harvard Business School Marketing Unit Case No. 511-060
Elie Ofek and Ryan C. Johnson
Harvard Business School and Harvard Business School
Date Posted: March 01, 2012
Working Paper Series

Reversing the AMD Fusion Launch
Harvard Business School Marketing Unit Case No. 511-036
Elie Ofek and Ryan C. Johnson
Harvard Business School and Harvard Business School
Date Posted: March 01, 2012
Working Paper Series

Sustainable Tea at Unilever
Harvard Business School Marketing Unit Case No. 712-438
Rebecca M. Henderson and Frederik Nellemann
Harvard Business School and Harvard Business School
Date Posted: March 01, 2012
Working Paper Series

The Cheezburger Network
Harvard Business School Marketing Unit Case No. 511-091
John Deighton and Leora Kornfeld
Harvard Business School and Harvard Business School
Date Posted: March 01, 2012
Working Paper Series

The Clorox Company: Leveraging Green for Growth
Harvard Business School Marketing Unit Case No. 512-009
Elie Ofek and Lauren Barley
Harvard Business School and affiliation not provided to SSRN
Date Posted: March 01, 2012
Working Paper Series

Demand Media
Harvard Business School Marketing Unit Case No. 511-043
John Deighton and Leora Kornfeld
Harvard Business School and Harvard Business School
Date Posted: February 28, 2012
Working Paper Series

Coca-Cola on Facebook
Harvard Business School Marketing Unit Case No. 511-110
John Deighton and Leora Kornfeld
Harvard Business School and Harvard Business School
Date Posted: February 28, 2012
Working Paper Series

Customer Loyalty Schemes in the Retail Sector
Harvard Business School Marketing Unit Case No. 511-077
Jose B. Alvarez and Aldo Sesia
Harvard Business School, Marketing Unit and Harvard Business School
Date Posted: February 28, 2012
Working Paper Series

EMC2: Delivering Customer Centricity
Harvard Business School Marketing Unit Case No. 511-124
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Simmons College - Graduate School of Management
Date Posted: February 28, 2012
Working Paper Series

HubSpot: Lower Churn Though Greater CHI
Harvard Business School Accounting & Management Unit Case No. 110-052
Francisco de Asis Martinez-Jerez , Thomas J. Steenburgh , Jill Avery and Lisa Brem
Harvard University - Accounting & Management Unit , University of Virginia - Darden Graduate School of Business , Simmons College - Graduate School of Management and Harvard Business School
Date Posted: February 28, 2012
Working Paper Series

PatientsLikeMe: An Online Community of Patients
Harvard Business School Marketing Unit Case No. 511-093
Sunil Gupta and Jason Riis
Harvard Business School and Harvard Business School
Date Posted: February 28, 2012
Working Paper Series

 


State Bank of India: Transforming a State Owned Giant
Harvard Business School Marketing Unit Case No. 511-114
Rajiv Lal and Rachna Tahilyani
Harvard Business School and Harvard Business School, India Research Center
Date Posted: February 28, 2012
Working Paper Series

Rebranding Gallagher
Harvard Business School Marketing Unit Case No. 511-098
Rohit Deshpande and Keith Chi-ho Wong
Harvard Business School and Harvard Business School
Date Posted: February 18, 2012
Working Paper Series

Asian Agri and the Future of Palm Oil
Harvard Business School Marketing Unit Case No. 511-015
David E. Bell and Natalie Kindred
Harvard Business School and Harvard Business School
Date Posted: February 14, 2012
Working Paper Series

Go Mobile: The Phirbol Franchise
Harvard Business School Marketing Unit Case No. 510-020
Rajiv Lal and Natalie Kindred
Harvard Business School and Harvard Business School
Date Posted: February 14, 2012
Working Paper Series

Red Lobster
Harvard Business School Marketing Unit Case No. 511-052
David E. Bell and Jason Riis
Harvard Business School and Harvard Business School
Date Posted: February 13, 2012
Working Paper Series

Branding Yoga
Harvard Business School Marketing Unit Case No. 512-025
Rohit Deshpande , Kerry Herman and Annelena Lobb
Harvard Business School , Harvard Business School and affiliation not provided to SSRN
Date Posted: February 05, 2012
Working Paper Series

Note on Neuromarketing
Harvard Business School Marketing Unit Case No. 512-031
Uma Karmarkar
Harvard Business School
Date Posted: February 05, 2012
Working Paper Series

Oral Rehydration Therapy
Harvard Business School Marketing Unit case no. 911-035
Nava Ashraf and Claire Qureshi
Harvard Business School and affiliation not provided to SSRN
Date Posted: February 05, 2012
Working Paper Series

Sephora Direct: Investing in Social Media, Video, and Mobile
Harvard Business School Marketing Unit Case No. 511-137
Elie Ofek and Alison Berkley Wagonfeld
Harvard Business School and Harvard Business School
Date Posted: February 04, 2012
Working Paper Series

The Pepsi Refresh Project: A Thirst for Change
Harvard Business School Marketing Unit Case No. 512-018
Michael I. Norton and Jill Avery
Harvard Business School and Simmons College - Graduate School of Management
Date Posted: February 04, 2012
Working Paper Series

Millipore Background Note
Harvard Business School Marketing Unit Case No. 510-059
Elie Ofek and Natalie Kindred
Harvard Business School and Harvard Business School
Date Posted: February 02, 2012
Working Paper Series

Serious Materials
Harvard Business School Marketing Unit Case No. 511-111
Thomas J. Steenburgh and Elizabeth A. Kind
University of Virginia - Darden Graduate School of Business and Harvard Business School, California Research Center
Date Posted: February 01, 2012
Working Paper Series

TripAdvisor
Harvard Business School Marketing Unit Case No. 511-004
Sunil Gupta and Kerry Herman
Harvard Business School and Harvard Business School
Date Posted: February 01, 2012
Working Paper Series

Yum! China
Harvard Business School Marketing Unit case no. 511-040
David E. Bell and Mary L. Shelman
Harvard Business School and Harvard Business School
Date Posted: February 01, 2012
Working Paper Series

Nanda Home: Preparing for Life after Clocky
Harvard Business School Marketing Unit Case No. 511-134
Elie Ofek and Jill Avery
Harvard Business School and Simmons College - Graduate School of Management
Date Posted: January 29, 2012
Working Paper Series

The Ford Fiesta
Harvard Business School Marketing Unit Case No. 511-117
John Deighton and Leora Kornfeld
Harvard Business School and Harvard Business School
Date Posted: January 29, 2012
Working Paper Series

Hybrid Electric Vehicles: A 2011 Update
Harvard Business School Marketing Unit Case No. 511-125
John T. Gourville
Harvard Business School
Date Posted: January 27, 2012
Working Paper Series

Note on Evaluating Empirical Research
Harvard Business School Marketing Unit Case No. 512-019
Michael I. Norton
Harvard Business School
Date Posted: January 27, 2012
Working Paper Series

Pitch Your Project!
Harvard Business School Marketing Unit Case No. 511-116
Thomas J. Steenburgh
University of Virginia - Darden Graduate School of Business
Date Posted: January 27, 2012
Working Paper Series

Sealed Air Corporation: Deciding the Fate of VTID
Harvard Business School Marketing Unit Case No. 512-029
Elie Ofek
Harvard Business School
Date Posted: January 26, 2012
Working Paper Series

Terror at the Taj Bombay: Customer - Centric Leadership, Multimedia Case
Harvard Business School Marketing Unit Case No. 511-703
Rohit Deshpande
Harvard Business School
Date Posted: January 25, 2012
Working Paper Series

The U.S. Military Academy at West Point
Harvard Business School Marketing Unit Case No. 512-012
Anat Keinan
Harvard Business School
Date Posted: January 25, 2012
Working Paper Series

Incl. Electronic PaperThe Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments
Harvard Business School Marketing Unit Working Paper No. 12-012
Qiang Liu , Thomas J. Steenburgh and Sachin Gupta
Purdue University - Krannert School of Management , University of Virginia - Darden Graduate School of Business and Cornell University - Samuel Curtis Johnson Graduate School of Management
Date Posted: September 06, 2011
Working Paper Series
51 downloads

Incl. Electronic PaperThe 'IKEA Effect': When Labor Leads to Love
Harvard Business School Marketing Unit Working Paper No. 11-091
Michael I. Norton , Daniel Mochon and Dan Ariely
Harvard Business School , Tulane University - A.B. Freeman School of Business and Duke University - Fuqua School of Business
Date Posted: March 04, 2011
Working Paper Series
12273 downloads

Equitas Microfinance: The Fastest Growing MFI on the Planet
HBS Case No. 510-104, Harvard Business School Marketing Unit
V. G. Narayanan and V. Kasturi Rangan
Harvard Business School and Harvard Business School
Date Posted: August 19, 2010
Working Paper Series

Marketing Analysis Toolkit: Customer Lifetime Value Analysis
HBS Case No. 511-029, Harvard Business School Marketing Unit
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Simmons College - Graduate School of Management
Date Posted: August 19, 2010
Working Paper Series

Marketing Analysis Toolkit: Pricing and Profitability Analysis
HBS Case No. 511-028, Harvard Business School Marketing Unit
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Simmons College - Graduate School of Management
Date Posted: August 19, 2010
Working Paper Series

'Plugging In' the Consumer: The Adoption of Electrically Powered Vehicles in the U.S.
HBS Case No. 510-076, Harvard Business School Marketing Unit
Elie Ofek and Polly Ribatt
Harvard Business School and Harvard Business School
Date Posted: July 02, 2010
Working Paper Series

Bank of America: Mobile Banking
HBS Case No. 510-063, Harvard Business School Marketing Unit
Sunil Gupta and Kerry Herman
Harvard Business School and Harvard Business School
Date Posted: June 02, 2010
Working Paper Series

Google in China (B)
HBS Case No. 510-110, Harvard Business School Marketing Unit
John A. Quelch
affiliation not provided to SSRN
Date Posted: May 19, 2010
Working Paper Series

The Limits of Nonprofit Impact: A Contingency Framework for Measuring Social Performance
Harvard Business School General Management Unit Working Paper No. 10-099, Harvard Business School Marketing Unit Working Paper No. 10-099
Alnoor S. Ebrahim and V. Kasturi Rangan
Harvard Business School and Harvard Business School
Date Posted: May 19, 2010
Last Revised: October 27, 2010
Working Paper Series

Google in China (A)
HBS Case No. 510-071, Harvard Business School Marketing Unit
John A. Quelch and Katherine E. Jocz
affiliation not provided to SSRN
and Harvard Business School
Date Posted: May 18, 2010
Working Paper Series

Monsanto: Helping Farmers Feed the World
HBS Case No. 510-025, Harvard Business School Marketing Unit
David E. Bell , Carin Knoop and Mary L. Shelman
Harvard Business School , affiliation not provided to SSRN and Harvard Business School
Date Posted: May 16, 2010
Working Paper Series

Harvard Business School Executive Education: Balancing Online and Offline Marketing
HBS Case No. 510-091, Harvard Business School Marketing Unit
John Deighton and Leora Kornfeld
Harvard Business School and Harvard Business School
Date Posted: May 16, 2010
Working Paper Series

Diamond Foods
HBS Case No. 510-013, Harvard Business School Marketing Unit
David E. Bell and Mary L. Shelman
Harvard Business School and Harvard Business School
Date Posted: April 30, 2010
Working Paper Series

Nettwerk: Digital Marketing in the Music Industry
HBS Case No. 510-055, Harvard Business School Marketing Unit
John Deighton and Leora Kornfeld
Harvard Business School and Harvard Business School
Date Posted: April 30, 2010
Working Paper Series

United Breaks Guitars
HBS Case No. 510-057, Harvard Business School Marketing Unit
John Deighton and Leora Kornfeld
Harvard Business School and Harvard Business School
Date Posted: April 20, 2010
Working Paper Series

Gilead Sciences Inc.: Access Program
HBS Case No. 510-029, Harvard Business School Marketing Unit
V. Kasturi Rangan and Katharine L. Lee
Harvard Business School and Harvard Business School
Date Posted: April 03, 2010
Working Paper Series

Four Products: Predicting Diffusion (2008)
HBS Case No. 508-103, Harvard Business School Marketing Unit
John T. Gourville
Harvard Business School
Date Posted: March 21, 2010
Working Paper Series

Marketing Analysis Toolkit: Breakeven Analysis
HBS Case No. 510-080, Harvard Business School Marketing Unit
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Simmons College - Graduate School of Management
Date Posted: March 06, 2010
Working Paper Series

Marketing Analysis Toolkit: Market Size and Market Share Analysis
HBS Case No. 510-081, Harvard Business School Marketing Unit
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Simmons College - Graduate School of Management
Date Posted: March 06, 2010
Working Paper Series

Marketing Analysis Toolkit: Situation Analysis
HBS Case No. 510-079, Harvard Business School Marketing Unit
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Simmons College - Graduate School of Management
Date Posted: March 06, 2010
Working Paper Series

Red Tomato: Keeping it Local
HBS Case No. 510-023, Harvard Business School Marketing Unit
Jose B. Alvarez , Mary L. Shelman and Laura Winig
Harvard Business School, Marketing Unit , Harvard Business School and Harvard Business School, Global Research Group
Date Posted: February 17, 2010
Working Paper Series

Communispace
HBS Case No. 510-018, Harvard Business School Marketing Unit
Anat Keinan
Harvard Business School
Date Posted: February 13, 2010
Working Paper Series

Incl. Electronic PaperSubstitution Patterns of the Random Coefficients Logit
Harvard Business School Marketing Unit Working Paper No. 10-053
Thomas J. Steenburgh and Andrew Ainslie
University of Virginia - Darden Graduate School of Business and University of California, Los Angeles (UCLA) - Marketing Area
Date Posted: January 13, 2010
Last Revised: September 07, 2011
Working Paper Series
256 downloads

Incl. Electronic PaperCrafting Integrated Multichannel Retailing Strategies
Harvard Business School Marketing Unit Working Paper No. 09-125
Jie Zhang , Paul Farris , Tarun Kushwaha , John Irvin , Thomas J. Steenburgh and Barton A. Weitz
University of Maryland - Robert H. Smith School of Business , University of Virginia (UVA) - Darden School of Business , University of North Carolina Kenan-Flagler Business School , JCPenney , University of Virginia - Darden Graduate School of Business and University of Florida - Warrington College of Business Administration
Date Posted: January 08, 2010
Last Revised: September 19, 2012
Working Paper Series
337 downloads

Nanosolar, Inc.
HBS Case No. 510-037, Harvard Business School Marketing Unit
Thomas J. Steenburgh and Alison Berkley Wagonfeld
University of Virginia - Darden Graduate School of Business and Harvard Business School
Date Posted: November 20, 2009
Working Paper Series

Calera Corporation
HBS Case No. 810-030, Harvard Business School Entrepreneurial Management, Harvard Business School Marketing Unit
Joseph B. Lassiter , Thomas J. Steenburgh and Lauren Barley
affiliation not provided to SSRN
, University of Virginia - Darden Graduate School of Business and affiliation not provided to SSRN
Date Posted: October 20, 2009
Working Paper Series

Hubspot: Inbound Marketing and Web 2.0
HBS Case No. 509-049, Harvard Business School Marketing Unit
Thomas J. Steenburgh , Jill Avery and Naseem Dahod
University of Virginia - Darden Graduate School of Business , Simmons College - Graduate School of Management and Harvard Business School
Date Posted: October 20, 2009
Working Paper Series

Planned Parenthood Federation of America in 2008
HBS Case No. 309-104, Harvard Business School General Management Unit, Harvard Business School Marketing Unit
Allen Grossman , Thomas J. Steenburgh , Lauren Susan Mehler and Matthew Benjamin Oppenheimer
Harvard Business School , University of Virginia - Darden Graduate School of Business , Harvard Business School and Harvard Business School
Date Posted: October 20, 2009
Working Paper Series


Verne Global: Building a Green Data Center in Iceland
HBS Case No. 509-063, Harvard Business School Marketing Unit
Thomas J. Steenburgh and Nnamdi D. Okike
University of Virginia - Darden Graduate School of Business and Harvard Business School
Date Posted: October 20, 2009
Working Paper Series

Incl. Electronic PaperDo Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans
Harvard Business School Working Paper No. 1491283
Doug Chung , Thomas J. Steenburgh and K. Sudhir
affiliation not provided to SSRN
, University of Virginia - Darden Graduate School of Business and Yale University - Cowles Foundation
Date Posted: October 19, 2009
Last Revised: November 23, 2010
Working Paper Series
563 downloads

Acumen Fund: Measurement in Venture Philanthropy (B)
HBS Case No. 310-017, Harvard Business School General Management Unit, Harvard Business School Marketing Unit
Alnoor S. Ebrahim and V. Kasturi Rangan
Harvard Business School and Harvard Business School
Date Posted: October 14, 2009
Working Paper Series

Acumen Fund: Measurement in Venture Philanthropy (A)
HBS Case No. 310-011, Harvard Business School General Management Unit, Harvard Business School Marketing Unit
Alnoor S. Ebrahim and V. Kasturi Rangan
Harvard Business School and Harvard Business School
Date Posted: October 13, 2009
Working Paper Series

Root Capital
HBS Case No. 510-035, Harvard Business School Marketing Unit
V. Kasturi Rangan and Katharine L. Lee
Harvard Business School and Harvard Business School
Date Posted: October 12, 2009
Working Paper Series

The London 2012 Olympic Games
HBS Case No. 510-039, Harvard Business School Marketing Unit
John T. Gourville and Marco Bertini
Harvard Business School and London Business School - Department of Marketing
Date Posted: September 30, 2009
Last Revised: June 25, 2010
Working Paper Series

Slanket: Responding to Snuggie's Market Entry
HBS Case No. 510-034, Harvard Business School Marketing Unit
John Deighton and Leora Kornfeld
Harvard Business School and Harvard Business School
Date Posted: September 16, 2009
Working Paper Series

Goldman Sachs: The 10,000 Women Initiative
HBS Case No. 509-042, Harvard Business School Marketing Unit, Harvard Business School Organizational Behavior Unit
Christopher Marquis , V. Kasturi Rangan and Cathy Ross
Harvard University , Harvard Business School and Harvard Business School
Date Posted: September 14, 2009
Working Paper Series

Cabot Pharmaceuticals, Inc.
HBS Case No. 510-030, Harvard Business School Entrepreneurial Management Unit, Harvard Business School Marketing Unit
Frank Cespedes and John T. Gourville
affiliation not provided to SSRN
and Harvard Business School
Date Posted: September 10, 2009
Working Paper Series

Incl. Electronic PaperFeeling Good About Giving: The Benefits (and Costs) of Self-Interested Charitable Behavior
Harvard Business School Marketing Unit Working Paper No. 10-012
Lalin Anik , Lara B. Aknin , Michael I. Norton and Elizabeth W. Dunn
Harvard Business School , University of British Columbia , Harvard Business School and University of British Columbia - Department of Psychology
Date Posted: August 10, 2009
Working Paper Series
12631 downloads

Understanding Brands, Module Note
HBS Case No. 509-041, Harvard Business School Marketing Unit
Anat Keinan and Jill Avery
Harvard Business School and Simmons College - Graduate School of Management
Date Posted: June 14, 2009
Working Paper Series

Concha y Toro
HBS Case No. 509-018, Harvard Business School Marketing Unit
Rohit Deshpande , Gustavo Herrero and Ezequiel A. Reficco
Harvard Business School , affiliation not provided to SSRN and University of Los Andes
Date Posted: June 04, 2009
Working Paper Series

HP: The Computer is Personal Again
HBS Case No. 509-010, Harvard Business School Marketing Unit
Rajiv Lal and Cathy Ross
Harvard Business School and Harvard Business School
Date Posted: May 21, 2009
Working Paper Series

Backchannelmedia: Making Television 'Clickable'
HBS Case Number: 509-026, Harvard Business School Marketing Unit
Sunil Gupta , Kavita Shukla and Zachary Clayton
Harvard Business School , Harvard Business School and Harvard Business School
Date Posted: May 20, 2009
Working Paper Series

Merck: Global Health and Access to Medicines
HBS Case No. 509-048, Harvard Business School Marketing Unit Research Paper Series
V. Kasturi Rangan and Katharine L. Lee
Harvard Business School and Harvard Business School
Date Posted: May 14, 2009
Working Paper Series

Incl. Electronic PaperDo Friends Influence Purchases in a Social Network?
Harvard Business School Marketing Unit Working Paper No. 09-123
Raghuram Iyengar , Sangman Han and Sunil Gupta
University of Pennsylvania - Marketing Department , Sungkyunkwan University - School of Management and Harvard Business School
Date Posted: April 20, 2009
Working Paper Series
1622 downloads

Incl. Electronic PaperConcentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
Harvard Business School Marketing Unit Working Paper No. 09-044
Alvin J. Silk and Charles King III
Harvard Business School and Greylock McKinnon Associates
Date Posted: September 26, 2008
Last Revised: October 01, 2008
Working Paper Series
155 downloads

Allocating Marketing Resources
MARKETING MIX DECISIONS: NEW PERSPECTIVES AND PRACTICES, Roger A. Kerin and Rob O'Regan, eds., American Marketing Association, Chicago, IL, 2008, Harvard Business School Marketing Research Paper No. 08-069
Sunil Gupta and Thomas J. Steenburgh
Harvard Business School and University of Virginia - Darden Graduate School of Business
Date Posted: February 12, 2008
Last Revised: June 21, 2008
Accepted Paper Series

Incl. Electronic PaperThe Fees -> Savings Link, or Purchasing Fifty Pounds of Pasta
Harvard Business School Marketing Research Paper No. 08-029
Leonard Lee and Michael I. Norton
Columbia Business School - Marketing and Harvard Business School
Date Posted: November 16, 2007
Working Paper Series
61 downloads

Incl. Electronic PaperThe Persuasive Appeal of Stigma
HBS Marketing Research Paper No. 07-013
Elizabeth W. Dunn , Dana Rose Carney , Michael I. Norton and Dan Ariely
University of British Columbia - Department of Psychology , Harvard University - William James Hall , Harvard Business School and Duke University - Fuqua School of Business
Date Posted: June 28, 2007
Working Paper Series
122 downloads

Incl. Electronic PaperExtremeness Seeking: When and Why Consumers Prefer the Extremes
HBS Marketing Research Paper No. 07-092
John T. Gourville and Dilip Soman
Harvard Business School and University of Toronto - Department of Marketing
Date Posted: May 20, 2007
Working Paper Series
203 downloads

Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time
Harvard Business School Marketing Research Paper No. 07-043
Jill Avery , Thomas J. Steenburgh , John Deighton and Mary Caravella
Simmons College - Graduate School of Management , University of Virginia - Darden Graduate School of Business , Harvard Business School and University of Connecticut - Department of Marketing
Date Posted: February 07, 2007
Last Revised: February 21, 2013
Working Paper Series

Incl. Electronic PaperImproving Online Dating with Virtual Dates
HBS Marketing Research Paper No. 06-058
Jeana Frost , Michael I. Norton and Dan Ariely
Boston University , Harvard Business School and Duke University - Fuqua School of Business
Date Posted: November 17, 2006
Working Paper Series
773 downloads

Incl. Electronic PaperAn Investigation of Earnings Management through Marketing Actions
AAA 2007 Financial Accounting & Reporting Section (FARS) Meeting Papers, Harvard Business School Working Paper No. 08-073
Craig J. Chapman and Thomas J. Steenburgh
Northwestern University - Kellogg School of Management and University of Virginia - Darden Graduate School of Business
Date Posted: September 15, 2006
Last Revised: July 16, 2010
Working Paper Series
980 downloads

Incl. Electronic PaperWord-of-Mouth as Self-Enhancement
HBS Marketing Research Paper No. 06-01
Andrea C. Wojnicki and David Godes
University of Toronto and University of Maryland
Date Posted: June 16, 2006
Last Revised: April 28, 2008
Working Paper Series
1262 downloads

Incl. Electronic PaperOn Inter-Industry Variation in the Vertical Integration of Advertising Services
HBS Marketing Research Paper No. 06-025
Sharon Horsky , Steven C. Michael and Alvin J. Silk
Bar Ilan University - Graduate School of Business , University of Illinois at Urbana-Champaign - Department of Business Administration and Harvard Business School
Date Posted: February 03, 2006
Working Paper Series
138 downloads

Incl. Electronic PaperThe Consumer Psychology of Mail-in Rebates: A Model of Anchoring and Adjustment
HBS Marketing Research Paper No. 06-02
Dilip Soman and John T. Gourville
University of Toronto - Department of Marketing and Harvard Business School
Date Posted: January 17, 2006
Working Paper Series
513 downloads

Incl. Electronic PaperThe Curse of Innovation: A Theory of Why Innovative New Products Fail in the Marketplace
HBS Marketing Research Paper No. 05-06
John T. Gourville
Harvard Business School
Date Posted: August 05, 2005
Working Paper Series
1574 downloads

Incl. Electronic PaperEffort or Timing: The Effect of Lump-Sum Bonuses
Quantitative Marketing and Economics, Vol. 6, No. 3, pp. 235-256, September 2008, Harvard Business School Marketing Unit Research Paper No. 05-03
Thomas J. Steenburgh
University of Virginia - Darden Graduate School of Business
Date Posted: February 17, 2005
Last Revised: November 09, 2008
Accepted Paper Series
324 downloads

Incl. Electronic PaperThe Presentation of Self in the Information Age
HBS Marketing Research Paper No. 04-02
John Deighton
Harvard Business School
Date Posted: August 10, 2004
Working Paper Series
416 downloads

Incl. Electronic PaperFirm-Created Word-of-Mouth Communication: A Field-Based Quasi-Experiment
HBS Marketing Research Paper No. 04-03
David Godes and Dina Mayzlin
University of Maryland and USC Marshall School of Business
Date Posted: July 27, 2004
Working Paper Series
1158 downloads

Incl. Electronic PaperDownsizing Price Increases: A Greater Sensitivity to Price than Quantity in Consumer Markets
HBS Marketing Research Paper No. 04-01
John T. Gourville and Jonathan J. Koehler
Harvard Business School and Northwestern University - School of Law
Date Posted: June 30, 2004
Working Paper Series
615 downloads

Incl. Electronic PaperValuing Customers
Journal of Marketing Research, pp. 7-18, February 2004, HBS Marketing Research Paper No. 03-08
Sunil Gupta , Donald R. Lehmann and Jennifer Ames Stuart
Harvard Business School , Columbia Business School - Marketing and Novartis International
Date Posted: November 13, 2003
Last Revised: July 27, 2011
Accepted Paper Series
3147 downloads

Incl. Electronic PaperScale and Scope Economies in the Global Advertising and Marketing Services Business
HBS Marketing Research Paper No. 03-10
Alvin J. Silk and Ernst R. Berndt
Harvard Business School and Massachusetts Institute of Technology (MIT) - Sloan School of Management
Date Posted: October 28, 2003
Working Paper Series
694 downloads

Advertising and Optimal Consumption Path: The Case of Prescription Drugs
HBS Marketing Research Paper No. 03-07
Marta Wosinska
Harvard Business School
Date Posted: October 24, 2003
Working Paper Series

Incl. Electronic PaperMan-of-Action Heroes: How the American Ideology of Manhood Structures Men's Consumption
HBS Marketing Research Paper No. 03-04
Douglas Holt and Craig Thompson
University of Oxford - Said Business School and University of Wisconsin - Madison - School of Business
Date Posted: March 16, 2003
Working Paper Series
493 downloads

Incl. Electronic PaperProducts vs. Advertising: Media Competition and the Relative Source of Firm Profits
HBS Marketing Research Paper No. 03-03
David Godes , Elie Ofek and Miklos Sarvary
University of Maryland , Harvard Business School and INSEAD - Marketing
Date Posted: March 16, 2003
Working Paper Series
1169 downloads

Incl. Electronic PaperThe Impact of Frequent Shopper Programs in Grocery Retailing
Review of Marketing Science (ROMs) Working Paper; HBS Marketing Research Paper
David E. Bell and Rajiv Lal
Harvard Business School and Harvard Business School
Date Posted: December 06, 2002
Working Paper Series
889 downloads

Incl. Electronic PaperJust What the Patient Ordered? Direct-to-Consumer Advertising and the Demand for Pharmaceutical Products
HBS Marketing Research Paper No. 02-04
Marta Wosinska
Harvard Business School
Date Posted: November 01, 2002
Working Paper Series
1553 downloads

Incl. Electronic PaperIdentity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response
Journal of Applied Psychology, Vol 87, No. 6, pp. 1086-1099, December 2002, Harvard Business School Marketing Unit, Research Paper Series, No. 02-02
Mark R. Forehand , Rohit Deshpande and Americus Reed II
University of Washington - Michael G. Foster School of Business , Harvard Business School and University of Pennsylvania - Department of Marketing
Date Posted: November 01, 2002
Last Revised: April 05, 2012
Accepted Paper Series
479 downloads

 

Zurück zum Seiteninhalt | Zurück zum Hauptmenü