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  • August 2004 (Revised February 2006)
  • Case

Marketing James Patterson

By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
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  • February 2000 (Revised April 2001)
  • Case

CNET 2000

By: Thomas R. Eisenmann and Pauline M Fischer
CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details
Keywords: Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry
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  • 19 May 2008
  • Research & Ideas

Connecting School Ties and Stock Recommendations

underemphasized channel through which private information gets revealed in prices. "Identifying the types of information transferred across social networks, and the extent to which social networks are important in other information... View Details
Keywords: by Martha Lagace; Financial Services
  • 16 Jun 2015
  • First Look

First Look: June 16, 2015

  Publications June 2015 Review of Accounting Studies Speaking of the Short-Term: Disclosure Horizon and Managerial Myopia By: Brochet, Francois, Maria Loumioti, and George Serafeim Abstract—We study conference calls as a voluntary disclosure View Details
Keywords: Sean Silverthorne
  • 29 Aug 2011
  • Research & Ideas

Decoding Insider Information and Other Secrets of Old School Chums

disappeared. In the United Kingdom, however, where no such rule exists, the effect of school ties on buy recommendations stayed markedly positive. "This provides more evidence that the alumni channel is really about information," Malloy... View Details
Keywords: by Carmen Nobel; Financial Services
  • 12 Oct 1999
  • Research & Ideas

Media Metamorphosis: Advertising in the Technology Age

Beset by changes on several fronts, the media industry, traditionally comprising the familiar print and broadcast channels of mass communication, has been undergoing a major transformation in recent years, change that appears certain to... View Details
Keywords: by Peter K. Jacobs; Advertising
  • 11 May 2020
  • Op-Ed

Immigration Policies Threaten American Competitiveness

increase the employment-based allotment. Implementing such a shift could be quite politically controversial depending upon technique, especially if policies shifted visas from family-based channels and diversity programs rather than... View Details
Keywords: by William R. Kerr
  • 03 Oct 2017
  • First Look

First Look at Research and Ideas, October 3, 2017

have higher management quality, more MBA trained managers, and lower mortality rates. This is true compared to the distance to universities that offer only business or medical education (or neither). We argue that supplying joint MBA-healthcare courses may be a View Details
Keywords: by Sean Silverthorne
  • January 2024
  • Case

ECOALF: Fashion for the Future

By: Elizabeth A. Keenan, Diego Aparicio, Carlota Moniz and María José Satrústegui
ECOALF, a Spanish fashion brand and sustainability pioneer, aimed to tackle the industry's challenges of excessive consumption and production. The brand's mission was to create timeless apparel exclusively from recycled and eco-responsible materials, matching the... View Details
Keywords: Business Growth and Maturation; Business Model; Decisions; Business Earnings; Profit; Growth and Development Strategy; Communication Intention and Meaning; Values and Beliefs; Mission and Purpose; Competition; Climate Change; Environmental Sustainability; Social Marketing; Marketing Channels; E-commerce; Corporate Social Responsibility and Impact; Fashion Industry; Spain; Germany; Italy; Europe; United States
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  • May 2021 (Revised February 2024)
  • Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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  • 20 Mar 2012
  • First Look

First Look: March 20

whether or not employees are selected via channels that are likely to sort on the alignment of their preferences with organizational objectives. I find that employees selected through such channels are more... View Details
Keywords: Sean Silverthorne
  • 10 Nov 2015
  • First Look

November 10, 2015

contemplating how to do just that—but not by tackling a new frontier of the geographic variety. Rather, the firm was further exploring the digital frontier via a new distribution channel that would allow it to better compete in the online... View Details
Keywords: Sean Silverthorne
  • 16 Feb 2004
  • Research & Ideas

Marketing Wine to the World

wholesale clubs, and the like. For instance, Robert Mondavi now sells 10 percent of its wine in unit terms through Costco. These changes in the retail and distribution channels present substantial challenges for wineries, of course,... View Details
Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage
  • 06 Feb 2018
  • First Look

First Look at New Research and Ideas: February 6, 2018

customization to the online environment and credible monitoring and punishments. I analyze the pricing, enforcement, and channel management policies of a manufacturer over several years. During this period, new View Details
  • 21 Aug 2018
  • First Look

New Research and Ideas, August 21, 2018

Antonio Moreno Abstract—Online channels generate frictions when selling products with nondigital attributes, such as apparel. Customers may be reluctant to purchase products they have not been able to try on, and those customers who do... View Details
Keywords: Dina Gerdeman
  • 12 Dec 2017
  • First Look

New Research and Ideas, December 12, 2017

demand and the profitability to engage in exports and R&D, thereby relaxing borrowing constraints and enabling more firms to overcome the fixed-cost hurdle for financing R&D. We decompose the effects of RER changes on productivity growth into these View Details
Keywords: Sean Silverthorne
  • 22 Mar 2016
  • First Look

March 22, 2016

institutions. It explores as well new efforts to understand the micro mechanisms and channels by which host countries can benefit from multinational activity, within and between firm productivity increases. Publisher's link:... View Details
Keywords: Sean Silverthorne
  • 15 Apr 2014
  • First Look

First Look: April 15

Our results thus identify a causal effect of poverty on crime. They also lend credence to a large literature on the effects of weather shocks on crime and conflict, which has usually assumed that the income channel is the most relevant... View Details
Keywords: Sean Silverthorne
  • 24 Oct 2012
  • Research & Ideas

Want People to Save More? Send a Text

countries, this is a channel that can potentially reach millions of people and may be attractive to a wider and different population than the one that is willing to come together for regular meetings," the paper concludes. The ideas... View Details
Keywords: by Kim Girard
  • 07 Sep 2011
  • First Look

First Look: Sept. 7

Fragmented upstream and downstream channels instead persist, with strong odds against upstream suppliers waging a successful defense of material interests. Such distinctive industrial structures, we show, were a direct result of whether... View Details
Keywords: Sean Silverthorne

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