Publications

Publications

Filter Results: (141) Arrow Down

Show Results For

← Page 3 of 141 Results →
  • 10 Aug 2010
  • First Look

First Look: August 10

often expensive, relationships with artists and other clients. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/709441-PDF-ENG Sony and the JK Wedding Dance John View Details
Keywords: Martha Lagace
  • 04 May 2010
  • First Look

First Look: May 4

plan, has implications jointly for DCF and stock prices. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/210039-PDF-ENG United Breaks Guitars John Deighton View Details
Keywords: Martha Lagace
  • 20 May 2014
  • First Look

First Look: May 20

challenge for the existing theories on upstream capital flows and global imbalances. August 2013 Journal of the European Economic Association The New Empirical Economics of Management By: Bloom, Nicholas, Renata Lemos, Raffaella Sadun,... View Details
Keywords: Sean Silverthorne
  • December 2009 (Revised December 2012)
  • Case

Sony and the JK Wedding Dance

By: John Deighton and Leora Kornfeld
Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the... View Details
Keywords: Music Entertainment; Copyright; Marketing Strategy; Consumer Behavior; Network Effects; Social and Collaborative Networks; Internet; Music Industry
Related
  • Research Summary

Social Media and Their Consequences

By: John A. Deighton
Social media have had negative consequences for entertainment industries such as music and motion pictures, but they have had positive implications too. This project is concerned with one aspect of these social media effects: changes in the process by which talented... View Details
Keywords: Entertainment; Social Media
  • 25 Aug 2003
  • Research & Ideas

Should You Sell Your Digital Privacy?

It's a startling idea: Instead of relying on regulators to protect our privacy against telemarketers, data miners, and consumer companies, we should capitalize on the value of our personal information and... View Details
Keywords: by Manda Salls & Sean Silverthorne; Advertising
  • April 2015 (Revised March 2017)
  • Case

Instacart and the New Wave of Grocery Startups

By: John Deighton and Leora Kornfeld
Instacart is testing an Uber-style solution to the challenge of building a home-delivered grocery business. It is backed by $220 million of venture funding. Will this model succeed where businessses like Webvan failed? What are the questions that this exploratory... View Details
Keywords: Food Retailing; Outsourced Grocery Delivery; Online Ordering; Dynamic Pricing; Data Analytics; Marketing Strategy; Food; Distribution Channels; Business Startups; Food and Beverage Industry; California
Related
  • winter 2009
  • Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology
Related
  • 16 Aug 2006
  • Research & Ideas

Is MySpace.com Your Space?

Social networking sites such as MySpace.com are some of the most trafficked on the Web—MySpace had 46 million unique users in June and features nearly 100 million personal profiles posted by users, many of... View Details
Keywords: by Sean Silverthorne; Advertising; Information; Publishing
  • April 2013 (Revised June 2018)
  • Teaching Note

Amazon, Apple, Facebook, and Google 2018

By: John Deighton and Leora Kornfeld
Keywords: Amazon; Apple; Facebook; Google; Online Platforms; Marketing; E-commerce; Digital Platforms; Digital Marketing
Related
  • November 2010 (Revised January 2012)
  • Teaching Note

Sony and the JK Wedding Dance (TN)

By: John A. Deighton and Leora Kornfeld
Teaching Note for 510064. View Details
Keywords: Music Entertainment; Copyright; Situation or Environment; Online Technology; Entertainment and Recreation Industry; Entertainment and Recreation Industry
Related
  • 2007
  • Working Paper

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web
Related
  • 2021
  • Report

The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

By: John A. Deighton and Leora Kornfeld
This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details
Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding
Related
  • 12 Jun 2018
  • First Look

New Research and Ideas, June 12, 2018

https://www.hbs.edu/faculty/Pages/item.aspx?num=52111 Learning to Become a Taste Expert By: Latour, Kathryn A., and John A. Deighton Abstract—Evidence suggests that consumers... View Details
Keywords: Dina Gerdeman
  • Research Summary

Overview

By: John A. Deighton
Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He... View Details
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

empowered by giving them opportunities to share ideas, as Lay’s has done by asking its customers to vote on the chip flavor the brand should create next. “This is a new trend, View Details
Keywords: by Dina Gerdeman; Advertising; Technology
  • February 2010 (Revised March 2012)
  • Case

Harvard Business School Executive Education: Balancing Online and Offline Marketing

By: John A. Deighton and Leora Kornfeld
How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to... View Details
Keywords: Transition; Marketing Strategy; Budgets and Budgeting; Technology Adoption; Digital Marketing; Resource Allocation; Information Technology Industry
Related
  • 21 Aug 2017
  • Lessons from the Classroom

Companies Love Big Data But Lack the Strategy To Use It Effectively

design. Deighton discussed how new sources of data starting to be generated by the Internet of Things will impact the advertising-based hegemony of Google, Amazon, and... View Details
Keywords: by Dina Gerdeman
  • 13 Nov 2013
  • Research & Ideas

Should Men’s Products Fear a Woman’s Touch?

after the launch of the Cayenne. While she hadn't set out to focus on gender specifically, she found that gender dominated the discussions about the new vehicle. (The Cayenne launch became the basis of an HBS teaching case that Avery cowrote with Professor View Details
Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto
  • 04 May 2016
  • What Do You Think?

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

recognition. But unless its users are willing to cede some control over their brands, it can create dilemmas. A story by Dina Gerdeman that appeared on this site last year featured advice by Harvard Business... View Details
Keywords: by James Heskett; Advertising