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  • 2010
  • Article

Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

By: Feng Zhu and Michael Zhang
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games... View Details
Keywords: Internet Marketing; Online Consumer Reviews; Word Of Mouth; Long Tail; Internet and the Web; Marketing Reference Programs; Digital Marketing; Video Game Industry
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  • 13 May 2024
  • Research & Ideas

Picture This: Why Online Image Searches Drive Purchases

In a visual world, most online retailers still rely on consumers to define and enter their own search keywords. But using images to help shoppers sharpen their queries could push them to buy more, spend more, and feel happier about their... View Details
Keywords: by Rachel Layne; Information Technology; Technology; Consumer Products; Retail
  • 01 Sep 2010
  • News

Online Fashionistas

MAYBANK AND WILSON: Doing well while looking good. Courtesy Gilt Groupe Cofounded in 2007 by Alexandra Wilkis Wilson (MBA ’04), formerly of Louis Vuitton and Bulgari, and ex-eBayer Alexis Maybank (MBA ’04), Gilt Groupe is an online, members-only, luxury retailer that... View Details
Keywords: Clothing and Clothing Accessories Stores; Retail Trade
  • Article

Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information

By: Santiago Gallino and Antonio Moreno
Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can... View Details
Keywords: Retail Operations; Inventory Availability; Empirical Operations Management; Business Analytics; Online Retail; Ecommerce; Operations; Management; Distribution Channels; Consumer Behavior; E-commerce; Retail Industry
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  • Web

Disruptive Innovation Online Course | HBS Online

an unfair advantage now knowing what I've learned from this course. It's given me confidence and clarity in my decisions, and I can already see the material impact of applying this model and mindset to our business and culture. Dave Nelson Head of View Details
  • 19 Apr 2016
  • News

Yahoo Considers Options for a Sale

  • 2013
  • Chapter

The Design of Online Advertising Markets

By: Benjamin Edelman
Because the market for online advertising is both new and fast-changing, participants experiment with all manner of variations. Should an advertiser's payment reflect the number of times an ad was shown, the number of times it was clicked, the number of sales that... View Details
Keywords: Misleading and Fraudulent Advertising; Online Advertising; Price; Market Design; Measurement and Metrics; Sales; Motivation and Incentives; Internet and the Web
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  • Web

Online Business Strategy Courses | HBS Online

Registration Analyst Global Business Disruptive Strategy has given me confidence and clarity in my decisions, and I can already see the material impact of applying this model and mindset to our business and culture. Dave Nelson Head of View Details
  • 2019
  • Working Paper

The Effect of Payment Choices on Online Retail: Evidence from the 2016 Indian Demonetization

By: Chaithanya Bandi, Antonio Moreno, Donald Ngwe and Zhiji Xu
The Indian banknote demonetization in 2016 was one of the most significant international events of that year. Overnight, 86% of Indian currency in circulation was declared invalid unless exchanged for new bills. The sudden and unexpected demonetization constituted a... View Details
Keywords: Cash On Delivery; Online Retail; Product Returns; Payment Methods; Digitization; Emerging Markets; Currency; Internet and the Web; Demand and Consumers; Retail Industry; India
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  • Web

Online Business Strategy Course | HBS Online

enduring financial success "The course has given me the confidence to know that my suggestions have a solid business basis." Jennifer Moret Financial Analyst What You Earn Certificate of Completion Boost your resume with a Certificate of Completion from HBS View Details
  • 06 Dec 2021
  • News

Action Plan: Whole Sale

online platforms such as YouTube or, more recently, TikTok, to discover new products, but digital sales in the category were not on par with other consumer goods. The explanation: “Beauty is a fun purchase... View Details
Keywords: April White; ecommerce; bricks and mortar; marketing; beauty
  • 2018
  • Working Paper

Opportunistic Returns and Dynamic Pricing: Empirical Evidence from Online Retailing in Emerging Markets

By: Chaithanya Bandi, Antonio Moreno, Donald Ngwe and Zhiji Xu
We investigate how dynamic pricing can lead to more product returns in the online retail industry. Using detailed sales data of more than two million transactions from the Indian online retail market, where price promotions are very common, we document two types of... View Details
Keywords: Cash On Delivery; Dynamic Pricing; Online Retail; Payment Methods; Strategic Customer Behavior; Opportunistic Returns; Price; Policy; Consumer Behavior; Emerging Markets; Retail Industry
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  • 08 Sep 2014
  • Research & Ideas

The Strategic Way To Hire a Sales Team

or trainer. Technology is increasing these possibilities via game-like simulations, virtual video environments, and online media that allow more behavioral assessments by more people with less travel and time. The real constraint in many... View Details
Keywords: by Carmen Nobel
  • Web

Online Entrepreneurship & Innovation Courses | HBS Online

of Sales at WegoWise Disruptive Strategy I was not well versed in several important aspects of entrepreneurship like investment structure, fundraising, and valuation. Entrepreneurship Essentials covered these topics well. Maggie Robb Head... View Details
  • January 2020 (Revised October 2021)
  • Case

Zara: An Integrated Store and Online Model (A)

By: Antonio Moreno
In 2010, amidst the growth of ecommerce and the emergence of new, purely online, fashion players, Zara launched its first online store, Zara.com. Since then, Zara’s online business had grown at a fast pace. By 2018, 12% of Inditex Group’s total sales came from the... View Details
Keywords: Stores; Integration; Operations; Business Model; Strategy; E-commerce; Retail Industry; Fashion Industry; Europe
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  • 24 Mar 2008
  • Research & Ideas

Reducing Risk with Online Advertising

How can online advertising fraud be detected and prevented? What should we look at, where should we look, and what methods and tools should we use? These questions are relevant to anyone who buys online... View Details
Keywords: by Martha Lagace; Video Game; Web Services
  • 01 Dec 2014
  • News

Customizing Couture Online

“fashion’s fairy godmother.” It’s easy to remember a time when women didn’t buy high-end fashion online—it was barely a decade ago. Magnúsdóttir watched the birth of the online fashion industry as a retail consultant and a cofounder of a... View Details
Keywords: April White; fashion; Professional Services
  • Web

Online Entrepreneurial Marketing Course | HBS Online

am eager to apply in my business endeavors.” Marleny Almonte What You Earn Certificate of Completion Boost your resume with a Certificate of Completion from HBS Online Earn by: completing this course Certificate of Specialization Prove... View Details
  • August 2020 (Revised March 2021)
  • Case

Migros Turkey: Scaling Online Operations (A)

By: Antonio Moreno and Gamze Yucaoglu
The case opens in November 2019 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are contemplating what the best fulfillment format and... View Details
Keywords: Retail; Grocery; Business Model; Emerging Markets; For-Profit Firms; Strategy; Digital Platforms; Information Technology; Technology Adoption; Value Creation; Globalization; Competition; Expansion; Logistics; Profit; Resource Allocation; Corporate Strategy; Turkey
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  • 22 Feb 2021
  • Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

example of sales-related hyperbole, Cespedes points to the dire predictions that online buying will eventually cause the real-life “death of a salesman.” While online information sources affect selling,... View Details
Keywords: by Kristen Senz