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Harvard Business School: Marketing Unit Working Paper Series

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1.

The 'IKEA Effect': When Labor Leads to Love

Harvard Business School Marketing Unit Working Paper No. 11-091
Number of pages: 34 Posted: 04 Mar 2011
Working Paper Series
Harvard Business School - Marketing Unit, Tulane University - A.B. Freeman School of Business and Duke University - Fuqua School of Business
Downloads 16,579
2.

Feeling Good About Giving: The Benefits (and Costs) of Self-Interested Charitable Behavior

Harvard Business School Marketing Unit Working Paper No. 10-012
Number of pages: 23 Posted: 10 Aug 2009
Working Paper Series
University of Virginia - Darden School of Business, University of British Columbia, Harvard Business School - Marketing Unit and University of British Columbia - Department of Psychology
Downloads 15,329
3.

Valuing Customers

Journal of Marketing Research, pp. 7-18, February 2004, HBS Marketing Research Paper No. 03-08
Number of pages: 13 Posted: 13 Nov 2003 Last Revised: 27 Jul 2011
Accepted Paper Series
Harvard Business School, Columbia Business School - Marketing and Novartis International
Downloads 4,703
4.

Humblebragging: A Distinct – and Ineffective – Self-Presentation Strategy

Harvard Business School Marketing Unit Working Paper No. 15-080, Harvard Business School NOM Unit Working Paper No. 15-080
Number of pages: 77 Posted: 28 Apr 2017 Last Revised: 30 Aug 2017
Working Paper Series
Harvard University, Harvard Business School, Students, Harvard Business School and Harvard Business School - Marketing Unit
Downloads 3,329
5.

Word-of-Mouth as Self-Enhancement

HBS Marketing Research Paper No. 06-01
Number of pages: 48 Posted: 16 Jun 2006 Last Revised: 28 Apr 2008
Working Paper Series
University of Toronto and University of Maryland
Downloads 2,459
6.

The Curse of Innovation: A Theory of Why Innovative New Products Fail in the Marketplace

HBS Marketing Research Paper No. 05-06
Number of pages: 36 Posted: 05 Aug 2005
Working Paper Series
Harvard Business School
Downloads 2,450
7.

Do Friends Influence Purchases in a Social Network?

Harvard Business School Marketing Unit Working Paper No. 09-123
Number of pages: 36 Posted: 20 Apr 2009
Working Paper Series
University of Pennsylvania - Marketing Department, Sungkyunkwan University - School of Management and Harvard Business School
Downloads 2,273
8.

Just What the Patient Ordered? Direct-to-Consumer Advertising and the Demand for Pharmaceutical Products

HBS Marketing Research Paper No. 02-04
Number of pages: 46 Posted: 01 Nov 2002
Working Paper Series
Harvard Business School
Downloads 1,813
9.

Firm-Created Word-of-Mouth Communication: A Field-Based Quasi-Experiment

HBS Marketing Research Paper No. 04-03
Number of pages: 29 Posted: 27 Jul 2004
Working Paper Series
University of Maryland and USC Marshall School of Business
Downloads 1,371
10.

Products vs. Advertising: Media Competition and the Relative Source of Firm Profits

HBS Marketing Research Paper No. 03-03
Number of pages: 38 Posted: 16 Mar 2003
Working Paper Series
University of Maryland, Harvard Business School - Marketing Unit and INSEAD - Marketing
Downloads 1,241
11.

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
Number of pages: 59 Posted: 15 Sep 2006 Last Revised: 16 Jul 2010
Working Paper Series
Northwestern University - Kellogg School of Management and University of Virginia - Darden Graduate School of Business
Downloads 1,100
12.

Handshaking Promotes Cooperative Dealmaking

Harvard Business School NOM Unit Working Paper No. 14-117, Harvard Business School Marketing Unit Working Paper No. 14-117
Number of pages: 36 Posted: 31 May 2014
Working Paper Series
University of Chicago - Booth School of Business, University of Chicago - Booth School of Business, Harvard Business School and Harvard Business School - Marketing Unit

Multiple version iconThere are 2 versions of this paper

Downloads 1,063
13.

The Impact of Frequent Shopper Programs in Grocery Retailing

Review of Marketing Science (ROMs) Working Paper; HBS Marketing Research Paper
Number of pages: 41 Posted: 06 Dec 2002
Working Paper Series
Harvard Business School - Marketing Unit and Harvard Business School
Downloads 1,004
14.

Improving Online Dating with Virtual Dates

HBS Marketing Research Paper No. 06-058
Number of pages: 27 Posted: 17 Nov 2006
Working Paper Series
Boston University, Harvard Business School - Marketing Unit and Duke University - Fuqua School of Business
Downloads 918
15.

Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans

Harvard Business School Marketing Unit Working Paper No. 13-066
Number of pages: 44 Posted: 19 Oct 2009 Last Revised: 14 Aug 2013
Working Paper Series
Harvard Business School - Marketing Unit, University of Virginia - Darden Graduate School of Business and Yale School of Management
Downloads 793
16.

Downsizing Price Increases: A Greater Sensitivity to Price than Quantity in Consumer Markets

HBS Marketing Research Paper No. 04-01
Number of pages: 41 Posted: 30 Jun 2004
Working Paper Series
Downloads 776
17.

Scale and Scope Economies in the Global Advertising and Marketing Services Business

HBS Marketing Research Paper No. 03-10
Number of pages: 53 Posted: 28 Oct 2003
Working Paper Series
Harvard Business School and Massachusetts Institute of Technology (MIT) - Sloan School of Management

Multiple version iconThere are 2 versions of this paper

Downloads 766
18.

The Consumer Psychology of Mail-in Rebates: A Model of Anchoring and Adjustment

HBS Marketing Research Paper No. 06-02
Number of pages: 38 Posted: 17 Jan 2006
Working Paper Series
University of Toronto - Department of Marketing and Harvard Business School
Downloads 637
19.

Man-of-Action Heroes: How the American Ideology of Manhood Structures Men's Consumption

HBS Marketing Research Paper No. 03-04
Number of pages: 68 Posted: 16 Mar 2003
Working Paper Series
University of Oxford - Said Business School and University of Wisconsin - Madison - School of Business
Downloads 599
20.

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
Number of pages: 46 Posted: 01 Nov 2002 Last Revised: 05 Apr 2012
Accepted Paper Series
University of Washington - Michael G. Foster School of Business, Harvard Business School - Marketing Unit and University of Pennsylvania - Department of Marketing
Downloads 549
21.

Crafting Integrated Multichannel Retailing Strategies

Harvard Business School Marketing Unit Working Paper No. 09-125
Number of pages: 37 Posted: 08 Jan 2010 Last Revised: 19 Sep 2012
Working Paper Series
University of Maryland - Robert H. Smith School of Business, University of Virginia - 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
Downloads 479
22.

The Presentation of Self in the Information Age

HBS Marketing Research Paper No. 04-02
Number of pages: 30 Posted: 10 Aug 2004
Working Paper Series
Harvard Business School - Marketing Unit
Downloads 468
23.

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
Number of pages: 22 Posted: 17 Feb 2005 Last Revised: 09 Nov 2008
Accepted Paper Series
University of Virginia - Darden Graduate School of Business
Downloads 363
24.

Substitution Patterns of the Random Coefficients Logit

Harvard Business School Marketing Unit Working Paper No. 10-053
Number of pages: 52 Posted: 13 Jan 2010 Last Revised: 02 Sep 2013
Working Paper Series
University of Virginia - Darden Graduate School of Business and University of Rochester - Simon Business School
Downloads 302
25.

Extremeness Seeking: When and Why Consumers Prefer the Extremes

HBS Marketing Research Paper No. 07-092
Number of pages: 40 Posted: 20 May 2007
Working Paper Series
Harvard Business School and University of Toronto - Department of Marketing
Downloads 262
26.

Paying Up for Fair Pay: Consumers Prefer Firms with Lower CEO-to-Worker Pay Ratios

Harvard Business School Marketing Unit Working Paper No. 15-091
Number of pages: 44 Posted: 28 May 2015
Working Paper Series
University of San Francisco, Harvard Business School - Marketing Unit and Harvard Business School - Marketing Unit
Downloads 245
27.

Surfacing the Submerged State: Operational Transparency Increases Trust in and Engagement with Government

Harvard Business School Marketing Unit Working Paper No. 14-034, Harvard Business School Technology & Operations Mgt. Unit Working Paper No. 14-034
Number of pages: 35 Posted: 06 Nov 2013 Last Revised: 13 Aug 2017
Working Paper Series
Harvard Business School, George Washington University and Harvard Business School - Marketing Unit
Downloads 199
28.

The Cross Attributes Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

Liu, Q., Steenburgh, T. J., and Gupta, S. (2015). The Cross Attributes Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments. Marketing Science, vol. 34 (1), 144-159. , Darden Business School Working Paper No. 1923329, Harvard Business School Marketing Unit Working Paper No. 12-012
Number of pages: 44 Posted: 06 Sep 2011 Last Revised: 30 Nov 2015
Accepted Paper Series
Purdue University - Krannert School of Management, University of Virginia - Darden Graduate School of Business and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 198
29.

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

Harvard Business School Marketing Unit Working Paper No. 09-044
Number of pages: 46 Posted: 26 Sep 2008 Last Revised: 01 Oct 2008
Working Paper Series
Harvard Business School and Greylock McKinnon Associates

Multiple version iconThere are 2 versions of this paper

Downloads 188
30.

On Inter-Industry Variation in the Vertical Integration of Advertising Services

HBS Marketing Research Paper No. 06-025
Number of pages: 56 Posted: 03 Feb 2006
Working Paper Series
Hebrew University of Jerusalem - Jerusalem School of Business Administration, University of Illinois at Urbana-Champaign - Department of Business Administration and Harvard Business School
Downloads 158
31.

The Persuasive Appeal of Stigma

HBS Marketing Research Paper No. 07-013
Number of pages: 53 Posted: 28 Jun 2007
Working Paper Series
University of British Columbia - Department of Psychology, University of California, Berkeley - Haas School of Business, Harvard Business School - Marketing Unit and Duke University - Fuqua School of Business
Downloads 144
32.

The Dynamic Advertising Effect of Collegiate Athletics

Harvard Business School Marketing Unit Working Paper No. 13-067
Number of pages: 44 Posted: 26 Oct 2013
Working Paper Series
Harvard Business School - Marketing Unit

Multiple version iconThere are 2 versions of this paper

Downloads 113
33.

The Fees -> Savings Link, or Purchasing Fifty Pounds of Pasta

Harvard Business School Marketing Research Paper No. 08-029
Number of pages: 32 Posted: 16 Nov 2007
Working Paper Series
Columbia Business School - Marketing and Harvard Business School - Marketing Unit
Downloads 72
34.

Adventure Tourism Marketing: A Research on the Tourists’ Behaviours Regarding to Adventure Tourism in Azerbaijan

Harvard Business School Marketing Unit Working Paper
Number of pages: 16 Posted: 22 May 2017
Working Paper Series
State Oil Company of Azerbaijan Republic, Marketing and Operations and Qafqaz University - Azerbaijan University
Downloads 37
35.

'Plugging In' the Consumer: The Adoption of Electrically Powered Vehicles in the U.S.

HBS Case No. 510-076, Harvard Business School Marketing Unit
Posted: 02 Jul 2010
Working Paper Series
Harvard Business School - Marketing Unit and Harvard Business School
36.

ABICI

Harvard Business School Marketing Unit Case No. 811-085
Posted: 13 Mar 2012
Working Paper Series
Harvard Business School, Harvard Business School, Europe Research Center and Harvard Business School
37.

Acumen Fund: Measurement in Venture Philanthropy (A)

HBS Case No. 310-011, Harvard Business School General Management Unit, Harvard Business School Marketing Unit
Posted: 13 Oct 2009
Working Paper Series
Tufts University and Harvard Business School - Marketing Unit
38.

Acumen Fund: Measurement in Venture Philanthropy (B)

HBS Case No. 310-017, Harvard Business School General Management Unit, Harvard Business School Marketing Unit
Posted: 14 Oct 2009
Working Paper Series
Tufts University and Harvard Business School - Marketing Unit
39.

Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

Harvard Business School Marketing Research Paper No. 07-043
Posted: 07 Feb 2007 Last Revised: 19 Jun 2014
Working Paper Series
Harvard Business School, University of Virginia - Darden Graduate School of Business, Harvard Business School - Marketing Unit and University of Connecticut - Department of Marketing
40.

Advertising and Optimal Consumption Path: The Case of Prescription Drugs

HBS Marketing Research Paper No. 03-07
Posted: 24 Oct 2003
Working Paper Series
Harvard Business School
41.

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
Posted: 12 Feb 2008 Last Revised: 21 Jun 2008
Accepted Paper Series
Harvard Business School and University of Virginia - Darden Graduate School of Business
42.

American Well: The Doctor Will E-See You Now

Harvard Business School Marketing Unit Case No. 510-061
Posted: 14 Mar 2012
Working Paper Series
Harvard Business School - Marketing Unit and Harvard Business School
43.

Asian Agri and the Future of Palm Oil

Harvard Business School Marketing Unit Case No. 511-015
Posted: 14 Feb 2012
Working Paper Series
Harvard Business School - Marketing Unit and Harvard Business School
44.

Backchannelmedia: Making Television 'Clickable'

HBS Case Number: 509-026, Harvard Business School Marketing Unit
Posted: 20 May 2009
Working Paper Series
Harvard Business School, Harvard Business School and Harvard Business School
45.

Bank of America: Mobile Banking

HBS Case No. 510-063, Harvard Business School Marketing Unit
Posted: 02 Jun 2010
Working Paper Series
Harvard Business School and Harvard Business School
46.

Barcelo Hotels and Resorts (A)

Harvard Business School Marketing Unit Case No. 511-108
Posted: 13 Mar 2012
Working Paper Series
Harvard Business School and ESADE Business School
47.

BBVA Compass: Marketing Resource Allocation

Harvard Business School Marketing Unit Case No. 511-096
Posted: 13 Mar 2012
Working Paper Series
Harvard Business School and Harvard Business School
48.

Better World Books

Harvard Business School Marketing Unit case no. 511-057
Posted: 19 Mar 2012
Working Paper Series
Harvard Business School - Marketing Unit, affiliation not provided to SSRN, Harvard Business School and University of Virginia - Darden Graduate School of Business
49.

Branding Yoga

Harvard Business School Marketing Unit Case No. 512-025
Posted: 05 Feb 2012
Working Paper Series
Harvard Business School - Marketing Unit, Harvard Business School and affiliation not provided to SSRN
50.

Brasil Foods

Harvard Business School Marketing Unit Case No. 512-013
Posted: 05 Apr 2012
Working Paper Series
Harvard Business School - Marketing Unit and Harvard Business School