by John Deighton and Leora Kornfeld - Publications - Faculty & Research

April 2011
Case

Designs by Kate: The Power of Direct Sales

The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details

Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Motivation and Incentives; Marketing Strategy; Salesforce Management; Performance; Compensation and Benefits; Apparel and Accessories Industry

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1995
Working Paper

Managing Marketing by the Customer Equity Criterion

By: Robert C. Blattberg and John Deighton

Citation

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

last December, believes that "the real opportunity for the marketing industry lies in developing transactional-based models that enable consumer and client to work together more closely." HBS professor View Details

Keywords: by Susan Young

10 Feb 2015
First Look

First Look: February 10

John A., and Leora Kornfeld Abstract—The new marketing order, as played out on media platforms like YouTube, Twitter View Details

Keywords: Sean Silverthorne

April 2011
Teaching Note

Designs by Kate: The Power of Direct Sales (Brief Case)

By: John A. Deighton and Sarah Abbott

Teaching Note to 4277. View Details

Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales

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April 2011
Supplement

Designs by Kate: The Power of Direct Sales, Spreadsheet Supplement (Brief Case)

By: John A. Deighton and Sarah Abbott

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April 2011
Supplement

Designs by Kate: The Power of Direct Sales, Faculty Spreadsheet (Brief Case)

By: John A. Deighton and Sarah Abbott

Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Sales

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27 Aug 2013
First Look

First Look: August 27

Publications August 2013 Journal of Financial Economics The Performance of Corporate Alliances: Evidence from Oil and Gas Drilling in the Gulf of Mexico By: Beshears, John Abstract—I use data on oil View Details

Keywords: Sean Silverthorne

15 Oct 2013
News

Study: Digital Marketing Industry Worth $62 Billion

19 Apr 2011
First Look

First Look: April 19

Facebook John Deighton and Leora KornfeldHarvard Business School Case 511-110 In late 2008, executives at Coca-Cola had to decide what to do with... View Details

Keywords: Sean Silverthorne

26 Jul 2017
Cold Call Podcast

The Revolution in Advertising: From Don Draper to Big Data

Keywords: Re: John A. Deighton; Advertising

20 Oct 2014
Research & Ideas

Users Love Ello, But What’s the Business Model?

As yet, there is no foolproof way to monetize social capital. If there were, Ello would be well on its way to financial success. The upstart social networking site set the internet abuzz recently by introducing an ad-free platform, View Details

Keywords: Re: John A. Deighton & Sunil Gupta; Publishing; Financial Services

January 2013 (Revised June 2018)
Case

Amazon, Apple, Facebook, and Google 2018

By: John Deighton and Leora Kornfeld

Four businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they... View Details

Keywords: Internet and the Web; Competitive Advantage; Infrastructure; Mobile and Wireless Technology; Growth and Development; Service Industry; Retail Industry; United States

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28 Jun 2011
First Look

First Look: June 28

Display Dennis Campbell and Rui LuHarvard Business School Case 111-072 An abstract is unavailable at this time. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/111072-PDF-ENG The Ford Fiesta John... View Details

Keywords: Sean Silverthorne

Research Summary

Anonymity and Identity

By: John A. Deighton

In most consumer markets, consumers are accustomed to operating in relative anonymity. A complex social adjustment is occurring as people realize that anonymity is often no longer their default condition - it must be sought and in some cases bought. New conceptions of... View Details

Keywords: Privacy; Anonymity

03 Dec 2007
Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

Consumers," HBS professor John Deighton and Leora Kornfeld, research director of Canada's Mobile MUSE Consortium, pinpoint 5 qualities of success... View Details

Keywords: by Julia Hanna; Publishing; Advertising