Publications

January 2000 (Revised June 2000)
Case

Alloy.com: Marketing to Generation Y

By: John A. Deighton and Gil McWilliams

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details

Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry

2015
Book

How the Internet Became Commercial: Innovation, Privatization, and the Birth of a New Network

By: Shane Greenstein

In less than a decade, the Internet went from being a series of loosely connected networks used by universities and the military to the powerful commercial engine it is today. This book describes how many of the key innovations that made this possible came from... View Details

November 2021 (Revised December 2022)
Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli

Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details

01 May 2008
Research & Ideas

The Marketing Challenges of the China Olympics

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Normally, the... View Details

Keywords: by John Quelch; Sports

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

By: Youngme E. Moon

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

January–February 2019
Article

Cracking Frontier Markets

By: Clayton M. Christensen, Efosa Ojomo and Karen Dillon

Executive Summary:
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details

Keywords: Emerging Markets; Market Entry and Exit; Growth and Development Strategy; Demand and Consumers; Innovation and Invention; Development Economics

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2023
Working Paper

Local Shocks and Internal Migration: The Disparate Effects of Robots and Chinese Imports in the U.S.

By: Marius Faber, Andres Sarto and Marco Tabellini

Do local labor markets adjust to economic shocks through migration? In this paper, we study this question by focusing on two of the most important shocks that hit U.S. manufacturing since the 1990s: Chinese import competition and the introduction of industrial robots.... View Details

Keywords: Migration; Employment; Information Technology; Trade; System Shocks; United States

October 2018 (Revised July 2019)
Case

Sidewalk Labs: Privacy in a City Built from the Internet Up

By: Leslie K. John, Mitchell Weiss and Julia Kelley

Email mking@hbs.edu for a courtesy copy.

By the time Dan Doctoroff, CEO of Sidewalk Labs, began hosting a Reddit “Ask Me Anything” session in January 2018, he had only nine months remaining to convince the people... View Details

August 2004 (Revised August 2005)
Background Note

Online Auction Markets

eBay, Yahoo!, and Amazon.com entered the online auction market within four years of one another, along with a host of smaller Web sites. Five years later, eBay clearly outstripped its competitors, despite the fact that Yahoo! and Amazon both had a huge installed base... View Details

Keywords: Internet and the Web; Auctions; Network Effects

30 Nov 2010
Working Paper Summaries

Government Incentives and Financial Intermediaries: The Case of Chinese Sell-Side Analysts

Keywords: by Sheng Cao, Xianjie He, Charles C.Y. Wang, and Huifang Yin; Financial Services

01 Apr 2000
News

Marketing Muscle

On her first foray into Silicon Valley, Karen Edwards (MBA '90) didn't have much success finding the job she wanted: head of marketing at an Internet company. Told she didn't know enough about technology,... View Details

2010
Working Paper

The Job Market for New Economists: A Market Design Perspective

By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried

This paper provides an overview of the market for new Ph.D. economists. It describes the role of the American Economic Association (AEA) in the market and focuses in particular on two mechanisms adopted in recent years at the suggestion of our committee. First, job... View Details

Keywords: Cost Management; Information; Surveys; Jobs and Positions; Job Interviews; Job Search; Emerging Markets; Digital Platforms; Service Operations; Internet and the Web

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winter 2005
Article

An Experimental Analysis of Ending Rules in Internet Auctions

By: Dan Ariely, Axel Ockenfels and A. E. Roth

Keywords: Theory; Governing Rules, Regulations, and Reforms; Internet and the Web; Auctions

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29 May 2001
Research & Ideas

Howard Stevenson on the Lessons of the Internet Era

landscape presents a world of possibility. "We're seeing a world that will open up opportunities in ways unimagined," Stevenson told alumni at the HBS 2001 Global Alumni Conference. In a lively discussion entitled, "What An Old Guy Learned From the View Details

Keywords: by Sean Silverthorne

2010
Working Paper

Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines

By: Benjamin Edelman and Duncan S. Gilchrist

In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details

Keywords: Online Advertising; Interactive Communication; Corporate Disclosure; Labels; Marketing Strategy; Consumer Behavior; Internet; Search Technology

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Article

Teaching Auction Strategy Using Experiments Administered via the Internet

By: John Asker, Brit Grosskopf, C. Nicholas McKinney, Muriel Niederle, Alvin E. Roth and George Weizsäcker

Keywords: Teaching; Auctions; Strategy; Online Technology

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05 Feb 2009
Research & Ideas

In Praise of Marketing

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Many dismiss... View Details

Keywords: by John Quelch; Advertising

May 2013
Article

Guidance from ARIN on Legal Aspects of the Transfer of Internet Protocol Numbers

By: Benjamin Edelman and Stephen Ryan

Every device connected to the global Internet needs a numeric identifier, an "Internet Protocol" address ("IP address"). The Internet's continued growth presents a challenge: most IP addresses have already been assigned to networks and organizations, leaving few left... View Details

Keywords: IP Addresses; Regulation; Market Design; Market Transactions; Rights; Contracts; Internet; Technology Adoption; Technology Networks