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    • All HBS Web  (2,113)
      • Faculty Publications  (281)

      Online Consumer ReviewsRemove Online Consumer Reviews →

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      • November 2013
      • Article

      Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping

      By: Jill Avery, Thomas Steenburgh, John A. Deighton and Mary Caravella
      Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a "real" store. Often, one and the same retailer offers several of these... View Details
      Keywords: Channel Management; Retailing; Marketing; Marketing Channels; Marketing Strategy; E-commerce; Retail Industry; United States
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      Avery, Jill, Thomas Steenburgh, John A. Deighton, and Mary Caravella. "Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping." GfK Marketing Intelligence Review 5, no. 2 (November 2013).
      • August 2013 (Revised July 2024)
      • Case

      Amazon in 2024

      By: Sunil Gupta and Margaret L. Rodriguez
      Amazon launched its website in July 1995 to sell books online and by 2020 it has grown to become a digital giant with over $280 billion in annual sales. A large part of its growth came from expanding into a variety of businesses that some see as unrelated. Has it... View Details
      Keywords: Platforms; Complements; Showrooming; Ecosystem; Growth Strategy; Competitive Advantage; Network Effects; Internet and the Web; Business Model; Competitive Strategy; Growth and Development Strategy; Digital Platforms; Retail Industry; Publishing Industry
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      Gupta, Sunil, and Margaret L. Rodriguez. "Amazon in 2024." Harvard Business School Case 514-025, August 2013. (Revised July 2024.)
      • 2015
      • Working Paper

      Online Word of Mouth and Product Review Disagreement

      By: Frank Nagle and Christoph Riedl
      Studies of online word of mouth have frequently posited―but never systematically conceptualized and explored―that the level of disagreement between existing product reviews can impact the volume and the valence of future reviews. In this study we develop a theoretical... View Details
      Keywords: Online Word Of Mouth; Online Communities; Viral Marketing; Online Product Reviews; Quality; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Social and Collaborative Networks; Digital Marketing; Analytics and Data Science
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      Nagle, Frank, and Christoph Riedl. "Online Word of Mouth and Product Review Disagreement." Harvard Business School Working Paper, No. 13-091, May 2013. (Revised May 2015, selected for AOM Best Paper Proceedings.)
      • January 2013
      • Case

      Brannigan Foods: Strategic Marketing Planning

      By: John A. Quelch and James T. Kindley
      The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer... View Details
      Keywords: United States; Consumer Marketing; Acquisitions; Forecasting; Quantitative Analysis; Risk Management; Decision Making; Budgeting; Supermarkets; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Retail Industry; Food and Beverage Industry
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      Quelch, John A., and James T. Kindley. "Brannigan Foods: Strategic Marketing Planning." Harvard Business School Brief Case 913-545, January 2013.
      • January 2013 (Revised April 2015)
      • Case

      Affinity Labs: Valuing Customer Growth

      By: Joseph B. Lassiter III and Elizabeth Kind
      In November 2006, Chris Michel left Military.com, which he founded in 1999, to start Affinity Labs, a global network of online communities. That month, Michel raised a Series A round of venture funding and established a partnership with Monster, which he had sold... View Details
      Keywords: Mergers and Acquisitions; Business Startups; Entrepreneurship; Demand and Consumers; Partners and Partnerships; Social and Collaborative Networks; Online Technology
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      Lassiter, Joseph B., III, and Elizabeth Kind. "Affinity Labs: Valuing Customer Growth." Harvard Business School Case 813-147, January 2013. (Revised April 2015.)
      • 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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      Deighton, John, and Leora Kornfeld. "Amazon, Apple, Facebook, and Google 2018." Harvard Business School Case 513-060, January 2013. (Revised June 2018.) (request a courtesy copy.)
      • August 2012 (Revised August 2013)
      • Background Note

      Competency-Destroying Technology Transitions: Why the Transition to Digital Is Particularly Challenging

      By: Willy Shih
      Some technology transitions are exceedingly difficult for incumbent firms to execute. The bankruptcy filing by the Eastman Kodak Company highlighted the difficulty companies faced when their core business transitioned from an analog to a digital world. Kodak's business... View Details
      Keywords: Technology Transitions; Competency-destroying; Digital; Analog; Digital Transition; Modular; Modularity; Technological Change; Radical Innovation; Incremental Innovation; Architectural Innovation; Modular Innovation; Sustaining Innovation; Competency-enhancing; Noise Propagation; Perfect Copying; Digital Music; Digital Media; Consumer Electronics; Kodak; Sony; Panasonic; Disruptive Innovation; Technology Adoption; Transition; Change Management; Consumer Products Industry; United States
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      Shih, Willy. "Competency-Destroying Technology Transitions: Why the Transition to Digital Is Particularly Challenging." Harvard Business School Background Note 613-024, August 2012. (Revised August 2013.)
      • April 2012 (Revised February 2017)
      • Case

      Dovernet

      By: Robert Simons and Natalie Kindred
      This case illustrates the implications of using stringent performance measurement systems to create performance pressure, motivate employee achievement, and sharpen a firm's competitiveness. It opens by describing the downsides of the ruthlessly competitive culture at... View Details
      Keywords: Motivation and Incentives; Information Technology; Competitive Advantage; Decision Choices and Conditions; Organizational Culture; Performance Evaluation; Compensation and Benefits; Web Services Industry; Information Technology Industry; Vancouver
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      Simons, Robert, and Natalie Kindred. "Dovernet." Harvard Business School Case 112-061, April 2012. (Revised February 2017.)
      • February 2012 (Revised January 2013)
      • Case

      The New York Times Paywall

      By: Vineet Kumar, Bharat Anand, Sunil Gupta and Felix Oberholzer-Gee
      On March 28, 2011, The New York Times website became a restricted site where most of the content was protected behind a "paywall." Users who exceeded the limit of 20 free articles per month were required to pay for either a digital or print subscription. The newspaper... View Details
      Keywords: Newspapers; Strategy; Journalism and News Industry; Publishing Industry
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      Kumar, Vineet, Bharat Anand, Sunil Gupta, and Felix Oberholzer-Gee. "The New York Times Paywall." Harvard Business School Case 512-077, February 2012. (Revised January 2013.)
      • October 2011
      • Supplement

      Online Marketing at Big Skinny — slide supplement

      By: Benjamin Edelman and Scott Duke Kominers
      Slide Supplement for 911-034 View Details
      Keywords: Consumer Products Industry
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      Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny — slide supplement." Harvard Business School PowerPoint Supplement 912-006, October 2011.
      • September 2011
      • Module Note

      Orientation to Leadership Intelligence Days, 2011

      By: Joshua D. Margolis and Anthony J. Mayo
      Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
      Keywords: Budgets and Budgeting; Borrowing and Debt; Investment Return; Resource Allocation; Marketing Communications; Marketing Strategy; Consumer Behavior; Online Technology; Beauty and Cosmetics Industry
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      Margolis, Joshua D., and Anthony J. Mayo. "Orientation to Leadership Intelligence Days, 2011." Harvard Business School Module Note 412-057, September 2011.
      • September 2011
      • Article

      The Labor Illusion: How Operational Transparency Increases Perceived Value

      By: Ryan W. Buell and Michael I. Norton
      A ubiquitous feature of even the fastest self-service technology transactions is the wait. Conventional wisdom and operations theory suggests that the longer people wait, the less satisfied they become; we demonstrate that due to what we term the labor illusion, when... View Details
      Keywords: Internet and the Web; Perception; Valuation; Service Delivery; Consumer Behavior; Performance Effectiveness; Customer Satisfaction; Service Industry
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      Buell, Ryan W., and Michael I. Norton. "The Labor Illusion: How Operational Transparency Increases Perceived Value." Management Science 57, no. 9 (September 2011): 1564–1579.
      • June 2011 (Revised June 2012)
      • Case

      Sephora Direct: Investing in Social Media, Video, and Mobile

      By: Elie Ofek and Alison Berkley Wagonfeld
      Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
      Keywords: History; Leadership; Marketing Strategy; Marketing; Emerging Markets; Investment Return; Investment Funds; Budgets and Budgeting
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      Ofek, Elie, and Alison Berkley Wagonfeld. "Sephora Direct: Investing in Social Media, Video, and Mobile." Harvard Business School Case 511-137, June 2011. (Revised June 2012.)
      • May–June 2011
      • Article

      The Uninvited Brand

      By: Susan Fournier and Jill Avery
      Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
      Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Consumer Products Industry; Consumer Products Industry
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      Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
      • April 2011
      • Case

      Designs by Kate: The Power of Direct Sales

      By: John A. Deighton and Sarah Abbott
      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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      Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales." Harvard Business School Brief Case 114-284, April 2011.
      • March 2011 (Revised December 2012)
      • Case

      Demand Media

      By: John Deighton and Leora Kornfeld
      Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
      Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry
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      Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
      • March 2011 (Revised August 2014)
      • Background Note

      Social Media in Health Care

      By: Regina E. Herzlinger, Selin Gunal Tyler and Charles C. Huang
      This note reviews the social media firms in health care that help providers and consumers to interact and their nascent business models. View Details
      Keywords: Business Model; Health Care and Treatment; Digital Platforms; Social and Collaborative Networks; Health Industry
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      Herzlinger, Regina E., Selin Gunal Tyler, and Charles C. Huang. "Social Media in Health Care." Harvard Business School Background Note 311-093, March 2011. (Revised August 2014.)
      • February 2011 (Revised December 2012)
      • Case

      Coca-Cola on Facebook

      By: John Deighton and Leora Kornfeld
      In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
      Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry
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      Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110, February 2011. (Revised December 2012.) (request a courtesy copy.)
      • January 2011 (Revised April 2012)
      • Case

      BBVA Compass: Marketing Resource Allocation

      By: Sunil Gupta and Joseph Davies-Gavin
      BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing... View Details
      Keywords: Advertising; Resource Allocation; Marketing Channels; Marketing Strategy; Performance Evaluation; Banking Industry; United States
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      Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096, January 2011. (Revised April 2012.)
      • January – February 2011
      • Article

      'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers

      By: Elie Ofek, Zsolt Katona and Miklos Sarvary
      The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition to their physical stores. The online channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also... View Details
      Keywords: Price; Profit; Marketing Channels; Consumer Behavior; Online Technology; Retail Industry
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      Ofek, Elie, Zsolt Katona, and Miklos Sarvary. "'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers." Marketing Science 30, no. 1 (January–February 2011).
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