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  • All HBS Web  (702)
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    • Research  (480)
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Show Results For

  • All HBS Web  (702)
    • News  (126)
    • Research  (480)
    • Events  (2)
    • Multimedia  (5)
  • Faculty Publications  (232)
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  • 02 Apr 2013
  • First Look

First Look: April 2

or incentives, but a model of innovation that too often fragments efforts by treatment modality (drugs, devices, diagnostics, and clinical treatment). We may improve individual technologies of health care, but fail to provide integrated... View Details
Keywords: Sean Silverthorne
  • 13 Feb 2017
  • Research & Ideas

Paid Search Ads Pay Off for Lesser-Known Restaurants

For business executives trying to decide where exactly in the digital realm to invest their advertising dollars, new research indicates that paid search ads on review sites such as Yelp can be a good way to go—at least for small,... View Details
Keywords: by Dina Gerdeman; Food & Beverage
  • 09 Feb 2012
  • Sharpening Your Skills

Sharpening Your Skills: Online Marketing

the viewers' emotional response with the help of eye-tracking technology combined with facial expression analysis software. Evoking surprise proved to be the most effective way of capturing attention, while evoking joy was the most... View Details
Keywords: Re: Multiple Faculty; Technology
  • November 2017
  • Teaching Note

Amazon.com, 2016

By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 716-402. On January 28, 2016, Amazon announced record 2015 operating profits of $2.2 billion on $107 billion of sales, and the markets responded with cautious optimism. For years, founder and CEO Jeffrey Bezos had prioritized growth and... View Details
Keywords: Strategic Analysis; Retail; E-commerce; Amazon; 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; Market Platforms; Two-Sided Platforms; Competition; Internet; Corporate Strategy; Online Advertising; 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; Hardware; Information Technology; Mobile Technology; Online Technology; Technology Networks; Technology Platform; Web; Web Sites; Price; 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
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Wells, John R., and Gabriel Ellsworth. "Amazon.com, 2016." Harvard Business School Teaching Note 718-441, November 2017.
  • 27 Jul 2009
  • Research & Ideas

Social Network Marketing: What Works?

When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral campaign. New research by Harvard Business School professor Sunil Gupta suggests that... View Details
Keywords: by Sarah Jane Gilbert; Advertising; Advertising; Advertising
  • 04 May 2016
  • What Do You Think?

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

this matter was handled? What would you have done differently? Why? What do you think?--JH. References: Dina Gerdeman, Advertisers Get Serious About Playing With Their Brands,Harvard Business School Working Knowledge, hbswk.hbs.edu, May... View Details
Keywords: by James Heskett; Advertising
  • 27 Sep 2011
  • First Look

First Look: September 27

Publication:California Management Review 53, no. 4 (summer 2011) Abstract Dynamic capabilities have been proposed as a useful way to understand how organizations are able to adapt to changes in technology and markets. Organizational... View Details
Keywords: Sean Silverthorne
  • 11 Jun 2001
  • Research & Ideas

E-Commerce Unplugged

technology will not be fully realized, however, if companies simply make their existing online services available through wireless devices. Successful players in the m-commerce market space will take a much broader view of the technology,... View Details
Keywords: by Nitin Nohria & Marty Leestma
  • 25 Sep 2000
  • Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

marketing (namely, direct mail and telemarketing). Each significantly altered the marketing communications process and, in so doing, reshaped the advertising industry. However, unlike its predecessors, digital communications promises to... View Details
Keywords: by Peter K. Jacobs
  • 24 Jun 2002
  • Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

technological disruptions. Scholars such as HBS professors Clayton M. Christensen, well known for his research on disruptive technological change and author of The Innovator's Dilemma, and Dorothy Leonard,... View Details
Keywords: by Martha Lagace
  • 29 Feb 2016
  • HBS Case

Bigbelly's Big Bet on the Digital Trash Can

phone from those who fear the technology will be used to capture personal information. Bigbelly aims to add digital advertising to its connected waste and recycling stations. While their ads are static for... View Details
Keywords: by Michael Blanding; Energy
  • June 2013 (Revised November 2013)
  • Case

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Advertising Industry; United States
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Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
  • 26 Mar 2012
  • Research & Ideas

What Neuroscience Tells Us About Consumer Desire

2008 hired a neuromarketing firm to look into how consumers respond to Cheetos, the top-selling brand of cheese puffs in the United States. Using EEG technology on a group of willing subjects, the firm determined that consumers respond... View Details
Keywords: by Carmen Nobel; Consumer Products
  • 03 Mar 2014
  • Research & Ideas

Facebook’s Future

decade of technological progress will result in major changes, and I believe the site will morph into a potent and active force in people's lives. Today, Facebook is a passive vehicle where users manually post pictures, status updates,... View Details
Keywords: by Mikolaj Piskorski
  • 10 Jan 2011
  • Research & Ideas

Is Groupon Good for Retailers?

Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details
Keywords: by Carmen Nobel; Advertising; Advertising
  • 05 Feb 2009
  • Research & Ideas

In Praise of Marketing

commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The willingness of producers to build their... View Details
Keywords: by John Quelch; Advertising
  • 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; Advertising Industry; Advertising Industry
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Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
  • 24 Feb 2014
  • Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in... View Details
Keywords: by Carmen Nobel; Advertising; Advertising; Advertising
  • 29 May 2007
  • First Look

First Look: May 29, 2007

the group is considering increasing its investment focus to include a broader range of technologies, including emerging technologies (for example, mobile and RFID technologies) and non-information View Details
Keywords: Martha Lagace
  • 28 Jan 2002
  • Research & Ideas

Read All About It! Newspapers Lose Web War

technology on the newspaper business with HBS Working Knowledge editor Sean Silverthorne in this e-mail interview. An article based on Gilbert's doctoral research in this area received the Robert Litschert Best Doctoral Student Paper... View Details
Keywords: by Sean Silverthorne; Entertainment & Recreation; Information; Publishing
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