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  • November 2022
  • Background Note

The Future of E-Commerce: Lessons from the Livestream Wars in China

By: Ayelet Israeli, Jeremy Yang and Billy Chan
This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of... View Details
Keywords: Retail; Retailing; E-commerce; E-Commerce Strategy; Ecommerce; Channels Of Distribution; Marketing Communication; Livestream Commerce; Marketing; Marketing Channels; Marketing Strategy; Advertising; Brands and Branding; Media; Consumer Behavior; Social Media; Retail Industry; Consumer Products Industry; Advertising Industry; China; United States; United Kingdom
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  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

increased by 200 percent in the past eight years, rising from 3.5 percent of marketing budgets in 2009 to 10.5 percent in February 2017, according to The CMO Survey 2017. And that upward climb is expected to continue: View Details
Keywords: by Dina Gerdeman; Advertising; Technology
  • Research Summary

Putting Patients First: Marketing Strategies for Treating HIV in Developing Nations

It is more than mere coincidence that the highest rates of HIV occur in the world’s poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first half of this paper explores the economics of HIV and... View Details
  • Web

Using Oral History in Research - Creating Emerging Markets

Conferences Using Oral History in Research DEC 15th (9am - 12pm) EST The Creating Emerging Markets (CEM) project has been conducting in-depth interviews with top business leaders in emerging markets since... View Details
  • 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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  • December 2016
  • Article

Social Network Utilization and the Impact of Academic Research in Marketing

By: Stav Rosenzweig, Amir Grinstein and Elie Ofek
The forces that drive the impact of academic research articles in the marketing discipline are of great interests to authors, editors, and the discipline’s policy makers. A key understudied driver is social network utilization by academic researchers. In this paper, we... View Details
Keywords: Social Networks; Academic Reserach; Human Capital; Country Of Origin; Scientometrics; Social and Collaborative Networks; Research; Marketing; Gender; Human Resources; Social Media
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  • 04 Apr 2000
  • Research & Ideas

The Right Way to Restructure Conglomerates in Emerging Markets

More fundamentally, though, breaking up these mammoth organizations could reduce their gross inefficiencies and promote greater entrepreneurship. Implicitly or explicitly, then, the Western financial community is encouraging business... View Details
Keywords: by Tarun Khanna & Krishna Palepu
  • Web

Market Perspectives (previously Finance and Capitalism) - Course Catalog

HBS Course Catalog Market Perspectives (previously Finance and Capitalism) Course Number 1457 Professor Robin Greenwood Baker Foundation Professor Richard Ruback Fall; Q1Q2; 3.0 credits Paper Video: Market... View Details
  • Web

Negotiation, Organizations & Markets Awards & Honors - Faculty & Research

Negotiation, Organizations & Markets Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students 2024 Amit Goldenberg : Winner of the 2024 Janet Taylor Spence Award for Transformative Early Career Contributions,... View Details
  • June 2016
  • Case

Big Spaceship: The Evolving Agency

By: Boris Groysberg and Matthew G. Preble
This case discusses the evolution of Big Spaceship, an advertising and marketing agency, from a product-focused business to a relationship-oriented one as clients seek deeper and more meaningful long-term partnerships. The 15-year-old company had already evolved... View Details
Keywords: Digital Marketing; Advertising; Advertising Campaigns; Marketing; Organizational Structure; Organizational Design; Organizational Culture; Organizational Change and Adaptation; Social Media; Advertising Industry; United States; New York (city, NY)
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  • January 2019 (Revised October 2020)
  • Technical Note

Brand Storytelling

By: Jill Avery
Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details
Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry
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  • 15 Feb 2023
  • Blog Post

Creating Emerging Markets Sustainability Series - Closing the ‘Intention-Action’ Gap

intention-action gap with tools such as effective marketing which communicates their sustainable practices in a recognizable and transparent way. The CEM project offers a unique insight into the issue from... View Details
  • April 2010 (Revised November 2011)
  • Case

Soren Chemical: Why Is the New Swimming Pool Product Sinking?

By: V. Kasturi Rangan and Sunru Yong
Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling... View Details
Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy; Chemical Industry
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  • 2021
  • Working Paper

Trade and the Single Car Market: The EC-Japan Elements of Consensus, 1985–1999

By: Grace Ballor
In 1991, in the midst of the program to create a liberal Single European Market and in the context of a new Joint Declaration for cooperation with Japan, the European Commission brokered a private deal to restrict Japanese imports into the European Community for nearly... View Details
Keywords: Market; Protectionism; Liberalization; Trade; Markets; International Relations; Auto Industry; Europe; European Union; Japan
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  • 20 Jul 2009
  • Research & Ideas

Markets or Communities? The Best Ways to Manage Outside Innovation

market or a community for its suppliers.” More practically, working with outside innovators does not mean that all the "keys to the kingdom" have to be given away. Instead, firms can become intelligent about... View Details
Keywords: by Sean Silverthorne; Technology
  • 07 Dec 2018
  • Working Paper Summaries

Oral History and Writing the Business History of Emerging Markets

Keywords: by Geoffrey Jones and Rachael Comunale
  • 07 Nov 2022
  • Blog Post

Creating Emerging Markets Sustainability Series - COP27 and the Climate Crisis

Creating Emerging Markets Sustainability Series – COP27 and the Climate Crisis Cover image features Helmy Abouleish (left) and Runa Khan (right). In recognition of the 2022 UN Climate Change Conference (COP27) in Sharm El-Sheikh, Egypt... View Details
  • 28 Jan 2015
  • Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

Republican presidential candidates, but the results could help many marketing teams decide how to allocate scarce resources between mass advertising and personal selling efforts, or, as the researchers call it, between the air war and the... View Details
Keywords: by Dina Gerdeman
  • 15 Jun 2021
  • News

Turning Point: Tell Me More

and so on. My pivot from the business world to journalism happened in 2016, when a friend who was working for Hillary Clinton’s presidential campaign called. At the time, I was CEO of an education startup, but I’d spent 14 years building C Space, a next-generation... View Details
Keywords: politics; communication; voting; demographics
  • 06 Jan 2003
  • What Do You Think?

China: The Next Big Market Opportunity or the Next Big Bubble?

Summing Up Those with firsthand experience suggest, in response to this month's column, that few CEOs with a reason to be there can forego investment in China. However, there is a reason why involvement today is most likely to be as a customer of China's global... View Details
Keywords: by James Heskett