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  • 02 Jan 2018
  • Research & Ideas

The Most Popular Stories and Research Papers of 2017

Credit: iStockPhoto No surprise: Race and gender were prime topics of interest for Harvard Business School Working Knowledge readers in 2017. Also popular were articles about research that gave us greater understanding about how leaders... View Details
Keywords: by Sean Silverthorne
  • 2014
  • Working Paper

The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It

By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details
Keywords: Strategy; Advertising
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  • 24 Apr 2018
  • First Look

First Look at New Research and Ideas, April 24, 2018

how they relate to the aforementioned hypothesis. Finally, we offer some concluding remarks regarding this article. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54385 forthcoming Journal of Consumer View Details
Keywords: Sean Silverthorne
  • 19 Dec 2017
  • First Look

New Research and Ideas, December 19, 2017

https://cb.hbsp.harvard.edu/cbmp/product/618024-PDF-ENG Harvard Business School Case 517-115 Predicting Consumer Tastes with Big Data at Gap CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic... View Details
Keywords: Carmen Nobel
  • 01 Sep 2014
  • News

Alumni and Faculty Books for September 2014

growth. Four of the five papers in this year’s volume highlight the increasing role of the Internet and digitization in our understanding of the changing nature of innovation and entrepreneurship and the impact of innovation policy. View Details
Keywords: faculty research; Alumni Research
  • Web

Marketing Awards & Honors - Faculty & Research

Institute Best Paper Award for articles published in the "Consumer Identities" special issue of the International Journal of Research in Marketing for the article entitled "Defending the Markers of Masculinity: View Details
  • 06 May 2019
  • Research & Ideas

Consumers Blame Business for Global Health Problems. Can Business Become the Solution?

to appeal to young would-be smokers. But corporate distrust runs so deep for some consumers that constructive dialogue is virtually impossible; consider vaccination skeptics who criticize Big Pharma’s influence, despite considerable View Details
Keywords: by Danielle Kost; Health
  • 24 Apr 2014
  • News

Creating a mathematical method to understand consumer behavior in a digital world

Sunil Gupta, Edward W. Carter Professor of Business Administration, focuses on understanding customers and how they make decisions in a digital world. Gupta has tackled one of the most vexing questions in studies of consumer behavior:... View Details
  • Web

Guidelines for Choosing Resources - Research Computing Services

will not pend as long as it doesn't consume more than the remaining 12 cores. If your work requires resources beyond these limits, please contact Research Computing Services (RCS) so that we can arrange... View Details
  • 08 Aug 2017
  • First Look

First Look at Research and Ideas, August 8, 2017

case:https://cb.hbsp.harvard.edu/cbmp/product/717445-PDF-ENG Harvard Business School Case 717-446 AKB48: Going Global? (B) Supplements the (A) case. Purchase this case:https://cb.hbsp.harvard.edu/cbmp/product/717446-PDF-ENG Harvard Business School Case 617-062 ISRO:... View Details
Keywords: Sean Silverthorne
  • Fast Answer

Stock Pitching: company, industry and market research

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Market research reports about... View Details
  • 27 Jun 2017
  • First Look

First Look at New Research and Ideas, June 27

century and today. It tells the story of the extraordinary and often eccentric men and women who defied convention and imagined that business could help save the planet rather than consume it. The social and religious beliefs that drove... View Details
Keywords: Sean Silverthorne
  • 18 Jul 2018
  • Blog Post

Amira Rashad: An Ambidextrous Mind Meets Consumer Needs in the Middle East

video. Along the way, she built the largest consumer research panel in the Middle East, and helped Yahoo!'s portal reach nearly 17 million unique users. In 2014, Yahoo! shuttered its Middle East portal, and... View Details
  • March 2023
  • Article

Reaching for Rigor and Relevance: Better Marketing Research for a Better World

By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change,... View Details
Keywords: COVID-19 Pandemic; Marketing; Social Issues; Corporate Social Responsibility and Impact; Business and Community Relations; Research
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  • 2023
  • Chapter

Marketing Through the Machine’s Eyes: Image Analytics and Interpretability

By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
Keywords: Transparency; Marketing Research; Algorithmic Bias; AI and Machine Learning; Marketing
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  • 2014
  • Other Teaching and Training Material

Marketing Reading: Brand Positioning

By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
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  • Web

Business, Government & the International Economy - Faculty & Research

the Short-Run Price Impact of U.S. Tariffs By: Alberto Cavallo , Paola Llamas and Franco Vazquez 2025 | Working Paper | Faculty Research This paper examines the short-run impact of the 2025 U.S. tariffs on View Details
  • 20 Feb 2018
  • First Look

First Look at New Research and Ideas, February 20, 2018

priors/worldviews, or relevant features of a problem not being top of mind. Most research studying such losses does not empirically distinguish between these mechanisms. Instead, we show that most highly cited papers in this area presume... View Details
Keywords: Sean Silverthorne
  • 31 Jan 2014
  • News

Research Shows Which TV Ads Are Likely to Make Multitaskers Buy

  • 06 Mar 2018
  • First Look

First Look at Research and Ideas, March 6, 2018

countries. Our results are close to those reported by the International Comparisons Program (ICP) in 2011 and the OECD in 2014 and can be used to obtain more up-to-date estimates of real consumption across countries without the need for View Details
Keywords: Sean Silverthorne