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(1,163)
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- News (239)
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- Faculty Publications (297)
Show Results For
- All HBS Web
(1,163)
- People (2)
- News (239)
- Research (669)
- Events (5)
- Multimedia (2)
- Faculty Publications (297)
- winter 2009
- Journal Article
Interactivity's Unanticipated Consequences for Markets and Marketing
By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology
Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
- 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
- Article
The Radical Flank Effect and Cross-occupational Collaboration for Technology Development during a Power Shift
By: Emily Truelove and Katherine C. Kellogg
This 12-month ethnographic study of an early entrant into the U.S. car-sharing industry demonstrates that when an organization shifts its focus from developing radical new technology to incrementally improving this technology, the shift may spark an internal power... View Details
Keywords: Groups and Teams; Conflict and Resolution; Power and Influence; Perception; Behavior; Collaborative Innovation and Invention
Truelove, Emily, and Katherine C. Kellogg. "The Radical Flank Effect and Cross-occupational Collaboration for Technology Development during a Power Shift." Administrative Science Quarterly 61, no. 4 (December 2016): 662–701.
- 01 Dec 2009
- Working Paper Summaries
Modeling a Paradigm Shift: From Producer Innovation to User and Open Collaborative Innovation
Keywords: by Carliss Y. Baldwin & Eric von Hippel
- Article
A Field Experiment on Search Costs and the Formation of Scientific Collaborations
By: Kevin Boudreau, Tom Brady, Ina Ganguli, Patrick Gaule, Eva C. Guinan, Anthony Hollenberg and Karim R. Lakhani
We present the results of a field experiment conducted at Harvard Medical School to understand the extent to which search costs affect matching among scientific collaborators. We generated exogenous variation in search costs for pairs of potential collaborators by... View Details
Keywords: Search Costs; Cost; Marketplace Matching; Groups and Teams; Science; Collaborative Innovation and Invention
Boudreau, Kevin, Tom Brady, Ina Ganguli, Patrick Gaule, Eva C. Guinan, Anthony Hollenberg, and Karim R. Lakhani. "A Field Experiment on Search Costs and the Formation of Scientific Collaborations." Review of Economics and Statistics 99, no. 4 (October 2017): 565–576.
- 01 Jun 1996
- News
Reinventing Marketing
product in terms of its daily cost, and Samuel S. Chun's research into the future of trade promotions. Among the goals of all this work is heightened collaboration among the faculty. "Given the momentous changes going on in View Details
- 21 May 2018
- Blog Post
Harnessing The Power of Collaboration to Create Opportunity in Chicago
selling the produce on the site where we intended to build. Instead of disrupting something positive that community members had created, together we figured out a way to incorporate the market into the building design. The View Details
Keywords: Nonprofit / Government
- May 2009 (Revised January 2011)
- Case
HubSpot: Inbound Marketing and Web 2.0
By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details
Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web
Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)
- Article
Investors as Stewards of the Commons?
By: George Serafeim
Over the past few years, there has been a significant increase in the number of initiatives seeking to mobilize investor voice towards positive social impact. In this paper, I provide a framework outlining the role of investors as stewards of the commons. While... View Details
Keywords: Collaboration; Industry Self-regulation; Sustainability; ESG; Capital Markets; Investor Behavior; Investment Activism; Social Issues; Environmental Sustainability; Corporate Social Responsibility and Impact; Cooperation
Serafeim, George. "Investors as Stewards of the Commons?" Journal of Applied Corporate Finance 30, no. 2 (Spring 2018): 8–17.
- Article
Stakeholder Marketing 2.0
As more companies pursue "open innovation" and adopt social networking and Web 2.0 tools, there is an emerging opportunity for them to connect with a diverse body of stakeholders and incorporate their interests and ideas. However, this also introduces many new... View Details
Chakravorti, Bhaskar. "Stakeholder Marketing 2.0." Journal of Public Policy & Marketing 29, no. 1 (Spring 2010): 97–102.
- 13 Oct 2023
- Video
Program for Research in Markets & Organizations (PRIMO)
- July 2023
- Case
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
By: Ayelet Israeli and Anne V. Wilson
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details
Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States
Israeli, Ayelet, and Anne V. Wilson. "Crocs: Using Community-Centric Marketing to Make Ugly Iconic." Harvard Business School Case 524-006, July 2023.
- 25 Apr 2014
- News
Strategists analyze market forces—great strategists also look beyond the market
stumbles in dealing with public opposition," says Oberholzer-Gee. He and HBS collaborator Dennis Yao, the Lawrence E. Fouraker Professor of Business Administration, have developed a diagnostic tool to help companies assess the value that... View Details
- Forthcoming
- Article
Human-Algorithm Collaboration with Private Information: Naïve Advice Weighting Behavior and Mitigation
By: Maya Balakrishnan, Kris Ferreira and Jordan Tong
Even if algorithms make better predictions than humans on average, humans may sometimes have private information which an algorithm does not have access to that can improve performance. How can we help humans effectively use and adjust recommendations made by... View Details
Keywords: AI and Machine Learning; Analytics and Data Science; Forecasting and Prediction; Digital Marketing
Balakrishnan, Maya, Kris Ferreira, and Jordan Tong. "Human-Algorithm Collaboration with Private Information: Naïve Advice Weighting Behavior and Mitigation." Management Science (forthcoming).
- 16 Jun 2003
- Research & Ideas
Researchers Contribute Globalization of Markets Papers
Twenty years has provided time to judge the success or failure of Theodore Levitt's predictions of a global economy populated by standardized products and marketing approaches. For the colloquium, a number of Harvard Business School and... View Details
Keywords: by Working Knowledge editors
- Web
Events - Creating Emerging Markets
Latin America. Feb 13 13-14 FEB 2017 Mumbai, India Creating Emerging Markets: Lessons from History The Harvard Business School Creating Emerging Markets project (CEM), in collaboration with the HBS India... View Details
- Web
Marketing Club | MBA
Marketing Club Our mission is to make the club the most valuable resource for students interested in the marketing industry through the collaboration of our members, industry... View Details
- 15 Apr 2017
- News
Bringing Markets to Myanmar
relaxed. And both the military government and Aung San Suu Kyi's populist party were scrambling in fast forward helter-skelter mode towards the election. And both sides actually decided that they had more to gain by collaborating in an... View Details
- Web
Marketing - HBS Online
months, 5-6 hrs/week Enroll by June 2 $6,500 Credential Certificate Courses (3) Digital Marketing Strategy Professor Sunil Gupta Craft data-driven digital marketing strategies that effectively reach,... View Details
- 01 Dec 2013
- News
To Market, to Market
donor), the Blavatnik Biomedical Accelerator identifies early-stage, highly promising technologies developed by Harvard University faculty, then helps those selected navigate the early stages of development so that they can go to market... View Details