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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 Customer’s
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 Seller’s 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 (1998–2010) 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 Kräussl, 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 marketing–investor 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 firm’s customer management
strategy.
The Social Status of
Innovators, Imitators, and Influentials in New Product Adoption:
It’s 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 one’s 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 Placement’s 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 product’s 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
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 retargeting—that is, personalizing
ad content to reflect an individual consumer’s prior product
search—increases 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 marketing’s
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 ISMS–MSI 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
André Bielecki
and Sönke 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]
Quantifies
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
metrics—advertising awareness, consideration, and brand
liking—scored 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 newspaper’s “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
firm’s 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 customer’s 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 effects—complementary
and substitution—and 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 2006–2008, 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 Götz,
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 Department’s 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 department’s 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 salespeople’s 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 pioneer’s 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 Drèze, 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
saturation—the proliferation of alternate means of
self-expression—may 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 Thomé 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 Thomé 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
The
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
The
'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
Substitution
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
Crafting
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
Do
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
Feeling
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
Do
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
Concentration
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
The
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
The
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
Extremeness
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
Improving
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
An
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
Word-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
On
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
The
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
The
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
Effort
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
The
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
Firm-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
Downsizing
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
Valuing
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
Scale
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
Man-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
Products
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
The
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
Just
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
Identity
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