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  • June 2015 (Revised January 2017)
  • Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details
Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France
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    Youngme Moon

    Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

    Keywords: communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications
    • 14 Sep 2016
    • Research & Ideas

    Web Surfers Have a Schedule and Stick to It

    In most markets, products and services compete for the consumer’s money. On the internet, however, the coin of the realm is time, not money—websites and other online services fight for the attention of visitors. So understanding when,... View Details
    Keywords: by Julia Hanna; Retail; Web Services
    • 23 Feb 2021
    • Research & Ideas

    COVID-19 Shines New Light on Working Conditions in Supply Chains

    question is: In the wreckage of a collapsed building, whose labels do you find? Often, the activist community will point their fingers at the brands for basically enabling those factories to exist and to persist with very risky working... View Details
    Keywords: by Danielle Kost; Apparel & Accessories
    • 01 Sep 2009
    • First Look

    First Look: September 1

      Working PapersWhat Should GAAP Look Like? A Survey and Economic Analysis Authors:S.P. Kothari, Karthik Ramanna, and Douglas J. Skinner Abstract Based on extant literature, we articulate a positive theory of GAAP under the assumption that GAAP's objective is to... View Details
    Keywords: Martha Lagace

      Jill J. Avery

      Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

      Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels ＆ motels; food; beverage
      • 06 Feb 2023
      • HBS Seminar

      Using Oral History in Business and Management Studies

      • 04 Feb 2014
      • First Look

      First Look: February 4

      From Crowds to Collaborators: Initiating Effort & Catalyzing Interactions Among Online Creative Workers By: Boudreau, Kevin J., Patrick Gaule, Karim R. Lakhani, Christoph Riedl, and Anita Williams Woolley Abstract—Online collaborative... View Details
      Keywords: Sean Silverthlorne
      • 06 Apr 2007
      • What Do You Think?

      Will Market Forces Stop Global Warming?

      Summing Up Debate on this month's questions occurred on at least three levels. Is global warming occurring? Do humans (primarily through CO2 emissions) have much to do with it? Should we rely on market forces to provide appropriate responses, or will this require... View Details
      Keywords: by Jim Heskett; Energy; Utilities
      • Spring 2015
      • Article

      Bitcoin: Economics, Technology, and Governance

      By: Rainer Böhme, Nicolas Christin, Benjamin Edelman and Tyler Moore
      Bitcoin is an online communication protocol that facilitates virtual currency including electronic payments. Since its inception in 2009 by an anonymous group of developers, Bitcoin has served tens of millions of transactions with total dollar value in the billions.... View Details
      Keywords: Market Platforms; Online Technology; Currency
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        The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

        A Harvard Business School professor and a16z crypto research partner and a career marketer and Web3 entrepreneur demystify the coming digital revolution, showing how NFTs will transform our online and offline... View Details

          Ethan S. Bernstein

          Ethan Bernstein (@ethanbernstein) is an associate professor in the Organizational Behavior unit at Harvard Business School. He has spent his career researching novel talent management practices and their effect on employee behavior, collaboration, and performance.... View Details

          • 25 Jul 2011
          • Research & Ideas

          How Disruptive Innovation is Remaking the University

          competition, but because they are are cheaper and easier to use. In The Innovative University, Christensen and Henry J. Eyring take the idea of disruptive innovation to the field of higher education, where new online institutions and... View Details
          Keywords: by Clayton M. Christensen & Henry J. Eyring; Education
          • August 2020 (Revised May 2021)
          • Case

          PayPal: The Next Chapter

          By: Michael Porter, Mark Kramer and Annelena Lobb
          Can a social purpose and stakeholder capitalism confer a powerful competitive advantage in the age of COVID-19? For PayPal, the answer is yes. After spinning off from eBay in a 2015 IPO, the company declared its purpose as "democratizing financial services" by ensuring... View Details
          Keywords: Mission and Purpose; Finance; Business and Stakeholder Relations; Social Entrepreneurship; Competitive Advantage; Financial Services Industry
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          • Article

          Marketing in the Age of Web 2.0

          By: Jill Avery
          Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details
          Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry
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          • Program

          Program for Leadership Development

          step toward becoming a member of the global HBS alumni community Who Should Attend PLD is designed for executives preparing for career growth who want to expand their hard and soft skills and refine their personal leadership style to... View Details
          • 17 Sep 2001
          • Research & Ideas

          Why E-commerce Didn’t Die With the Fall of Webvan

          Times were hard for Webvan this year. Like other online grocers and delivery services that hit the screen in 2001—among them, Homegrocer, Kozmo, and Streamline—Webvan finally called it quits in July after two years in business. Webvan may... View Details
          Keywords: by Martha Lagace; Consumer Products; Retail
          • Forthcoming
          • Article

          The Effect of a System for Sharing Best Practices Within Pre-existing Peer Networks

          By: Shelley Xin Li and Tatiana Sandino
          Peer networks, such as enterprise social networks (ESNs), can facilitate knowledge transfer across employees. However, such systems can also lead to information overload or difficulty in finding useful information. We examine data from a natural field experiment where... View Details
          Keywords: Retail; Best Practices; Enterprise Social Media; Management Accounting And Control Systems; Social and Collaborative Networks; Communication Technology; Knowledge Sharing; Sales; Social Media; Retail Industry
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          • 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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          • 2013
          • Chapter

          Privacy Breach Analysis in Social Networks

          By: Frank Nagle
          Over the past 5–10 years, online social networks have rapidly expanded, and as of March 2012 the largest online social network, Facebook, had over 901 million active members. The wealth of information users post in their social network profiles, as well as the... View Details
          Keywords: Crime and Corruption; Social and Collaborative Networks; Social Media; Cybersecurity; Analytics and Data Science
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