Filter Results:
(606)
Show Results For
- All HBS Web
(958)
- News (176)
- Research (606)
- Events (1)
- Multimedia (4)
- Faculty Publications (240)
Show Results For
- All HBS Web
(958)
- News (176)
- Research (606)
- Events (1)
- Multimedia (4)
- Faculty Publications (240)
Sort by
- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
“We’ve studied many industries and the biggest impact, biggest factor that impact peoples’ decisions making is word-of-mouth.” By their claim they’re kind of saying companies should focus much less on View Details
- 27 Nov 2000
- Research & Ideas
The Dynamics of Standing Still: Firestone Tire & Rubber and the Radial Revolution
independent. "Firestone's historical excellence and disastrous response to global competition and technological innovation," writes Sull, "posed a paradox for industry observers: Why had the industry's best managed company... View Details
- 10 Oct 2018
- Research & Ideas
The Legacy of Boaty McBoatface: Beware of Customers Who Vote
M&M’s, Spicy Street Taco Dorito chips, and even a set list for the band Metallica. The practice is appealing to companies for several reasons, Norton says. For one, internet-based polls generate near-instant results. “Before, firms... View Details
- 17 Dec 2013
- First Look
First Look: December 17
self-reinforcing during the sample period, which, in turn, has implications for the consequences of IFRS adoption. Publisher's link: http://ssrn.com/abstract=1590245 August 2013 Journal of Advertising Research Optimizing the Amount of... View Details
Keywords: Carmen Nobel
- Teaching Interest
Digital Marketing Strategy
By: John A. Deighton
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- February 2011 (Revised February 2012)
- Case
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
- 07 Oct 2008
- First Look
First Look: October 7, 2008
answered the right question poorly (Study 2). Download the paper: http://www.hbs.edu/research/pdf/09-048.pdf Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality Authors:Alvin J. Silk and Charles... View Details
Keywords: Martha Lagace
- 2023
- Working Paper
Personalized Game Design for Improved User Retention and Monetization in Freemium Games
By: Eva Ascarza, Oded Netzer and Julian Runge
One of the most crucial aspects and significant levers that gaming companies possess in designing
digital games is setting the level of difficulty, which essentially regulates the user’s ability to
progress within the game. This aspect is particularly significant in... View Details
Keywords: Freemium; Retention/churn; Field Experiment; Field Experiments; Gaming; Gaming Industry; Mobile App; Mobile App Industry; Monetization; Monetization Strategy; Games, Gaming, and Gambling; Mobile and Wireless Technology; Customers; Retention; Product Design; Strategy
Ascarza, Eva, Oded Netzer, and Julian Runge. "Personalized Game Design for Improved User Retention and Monetization in Freemium Games." Harvard Business School Working Paper, No. 21-062, November 2020. (Revised December 2023.)
- 13 Oct 2010
- First Look
First Look: October 13, 2010
http://www.hbs.edu/research/pdf/11-038.pdf The Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Abstract We address a longstanding puzzle... View Details
Keywords: Sean Silverthorne
- Research Summary
Current Research
Ian studies extrinsic rewards -- monetary incentives from formal compensation systems, as well as other formal and informal external rewards-- in order to help businesses understand the tensions and tradeoffs inherent in motivating employees. His research takes a... View Details
- 14 Aug 2007
- First Look
First Look: August 14, 2007
managing a master limited partnership with over $35 billion in infrastructure assets. In the summer of 2006, Richard Kinder, the founder and chairman of Kinder Morgan, led a consortium of buyers to take the company private. The... View Details
Keywords: Martha Lagace
- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
- February 2011 (Revised December 2012)
- Case
The Ford Fiesta
By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details
Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry
Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
- June 2002 (Revised October 2005)
- Case
Inside Intel Inside
By: Youngme E. Moon and Christina L. Darwall
In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details
Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California
Moon, Youngme E., and Christina L. Darwall. "Inside Intel Inside." Harvard Business School Case 502-083, June 2002. (Revised October 2005.)
- 23 Apr 2013
- First Look
First Look: April 23
with Monster, to which he had sold Military.com. Within its first year of operations, Affinity Labs launched eight vertical portals including PoliceLink, NursingLink, TechCommunity, and IndiaOn. While the company was well ahead of its... View Details
Keywords: Sean Silverthorne
- August 2015 (Revised June 2021)
- Case
Amazon.com, 2021
By: John R. Wells, Benjamin Weinstock, Gabriel Ellsworth and Galen Danskin
In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion five years earlier (see Exhibit 1). The shareholders expressed their satisfaction (see Exhibit 2), but not all... View Details
Keywords: Strategic Analysis; Retail; E-commerce; Amazon; Internet; Amazon.com; AmazonFresh; Jeff Bezos; Cloud Computing; Marketplaces; Streaming; E-reader Market; Digital Media; Mobile App; Online Retail; Shipping; Database; Tablet; Kindle; Kindle Fire; Smartphone; Delivery; Digital Platforms; Competition; Internet and the Web; Corporate Strategy; Digital Marketing; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Profit; Revenue; Global Strategy; Multinational Firms and Management; Taxation; Business History; Human Resources; Resignation and Termination; Books; Human Capital; Working Conditions; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Industry Growth; Industry Structures; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Product Development; Supply Chain; Supply Chain Management; Organizational Culture; Public Ownership; Work-Life Balance; Problems and Challenges; Labor and Management Relations; Strategy; Adaptation; Business Strategy; Competitive Strategy; Diversification; Expansion; Integration; Horizontal Integration; Vertical Integration; Information Infrastructure; Information Technology; Mobile and Wireless Technology; Price; Applications and Software; Marketing; Marketing Strategy; Working Capital; Customer Focus and Relationships; Customer Value and Value Chain; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States; Washington (state, US); Seattle
Wells, John R., Benjamin Weinstock, Gabriel Ellsworth, and Galen Danskin. "Amazon.com, 2021." Harvard Business School Case 716-402, August 2015. (Revised June 2021.)
- June 2014
- Article
Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak
By: Benjamin Edelman
Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details
Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry
Edelman, Benjamin. "Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak." Harvard Business Review 92, no. 6 (June 2014): 86–92.
- 05 Oct 2009
- Research & Ideas
The Vanguard Corporation
communities like leeches. The time is ripe for a new corporate model, driven by a new type of business leader, where creating business value also means creating value for society. Surprisingly, Kanter finds models for these so-called vanguard View Details
Keywords: by Sean Silverthorne
- 18 Mar 2008
- First Look
First Look: March 18, 2008
because venture capitalists repeatedly sell their portfolio companies through acquisitions, venture capitalists may be able to certify the quality of the assets that an outside party is buying because they are "staking their... View Details
Keywords: Martha Lagace