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  • 25 Nov 2013
  • News

Does successful viral marketing lead to a successful product?

  • 29 Dec 2021
  • News

Should Retailers Split E-Commerce From Stores? A High-Level Debate

  • 22 Jun 2015
  • News

An HBR Refresher on Breakeven Quantity

    protecting online advertisers

    Online advertising presents remarkable efficiencies—better targeting, improved measurement, and greater return on investment.  Yet there are challenges, including unwanted placements, fraudsters inflating advertising expense, and supplies with significant market... View Details

    • July 1989 (Revised April 2001)
    • Case

    Kanthal (A)

    By: Robert S. Kaplan
    Multinational company needs an improved cost system to determine the profitability of individual customer orders. Its strategy is to have significant sales and profitability growth without adding additional administrative and support people. The new cost system... View Details
    Keywords: Cost Accounting; Earnings Management; Cost Management; Financial Management; Multinational Firms and Management; Business or Company Management; Customer Relationship Management; Sales; Business Strategy; Profit; Electronics Industry
    Related
    • 28 Apr 2021
    • Research & Ideas

    Remote Workers Spend More on Housing. Do They Deserve Higher Pay?

    To executives expecting to save on office space when some employees continue working remotely post-pandemic: Not so fast. Makeshift desks and kitchen tables have sufficed for many people working from home to avoid COVID-19. However, permanently remote workers tend to... View Details
    Keywords: by Kristen Senz
    • 22 Feb 2021
    • Book

    Reaching Today's Omnichannel Customer Takes a New Sales Strategy

    seminar. The other implication is sales models, most of which are the ad hoc accumulation of decisions that different managers made pursuing different objectives, usually quarter by quarter. Changes in View Details
    Keywords: by Kristen Senz
    • 2015
    • Other Teaching and Training Material

    Marketing Reading: Digital Marketing

    By: Sunil Gupta and Joseph Davin
    Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
    Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
    Related
    • 26 Jun 2017
    • Research & Ideas

    How Cellophane Changed the Way We Shop for Food

    senses deprived by cellophane—i.e., while a store’s customers could no longer touch, smell, or taste a product before buying it, cellophane let you imagine how a product smelled, felt, or tasted. One ad in... View Details
    Keywords: by Carmen Nobel; Food & Beverage; Retail; Advertising
    • March 2022
    • Case

    DealShare: Social E-Commerce for the Indian Mass Market

    By: Krishna G. Palepu and Malini Sen
    Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to... View Details
    Keywords: Business Model; Disruption; Trends; Talent and Talent Management; Customer Focus and Relationships; Value; Cost vs Benefits; Value Creation; Internet and the Web; India
    Related
    • Blog

    Inside the Learning: Boston By the Season

    lovers. Visit an art museum. Boston has several art museums with impressive collections, including the Museum of Fine Arts, the Isabella Steward Gardner Museum, and the Institute of Contemporary Art. And of course, don't forget the Harvard museums, which also have... View Details
    • 16 May 2000
    • Research & Ideas

    Getting the Message: How the Internet is Changing Advertising

    billboard-shaped notices—about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun.   Today, advertising on the Internet is much... View Details
    Keywords: by Susan Young
    • July 1998 (Revised August 1998)
    • Case

    Optimark: Launching a Virtual Securities Market

    Bill Lupien's OptiMark Technologies, Inc., plans to launch a super-computer system in September, 1998 that he believes will release previously withheld liquidity to the securities market. While today's market matches those trades based on price and size, Lupien's... View Details
    Keywords: Information Technology; Financial Markets; Product Launch; Financial Services Industry; United States
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    • 10 Dec 2013
    • Working Paper Summaries

    Information and Incentives in Online Affiliate Marketing

    Keywords: by Benjamin G. Edelman & Wesley Brandi; Publishing; Technology
    • May 2007 (Revised November 2019)
    • Case

    Dollar General (A)

    By: Willy Shih, Stephen P. Kaufman and Rebecca McKillican
    Dollar General Corporation (DG) operates one of the leading chains of extreme value retailers in the United States. 2006 revenues reached $9.2 billion, making DG the 6th largest mass retailer in the country. With revenues growing at 9% annually over the five-year... View Details
    Keywords: Business Model; Family Business; Disruptive Innovation; Growth and Development Strategy; Competitive Advantage; Retail Industry; United States
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    • 17 Jun 2013
    • Research & Ideas

    Advertising Symbiosis: The Key to Viral Videos

    about the product so you could discover whether you wanted to buy it. But now we have all the information about all the new products available to us online. Now, we want ads to entertain us." But making an... View Details
    Keywords: by Carmen Nobel; Advertising
    • 15 Feb 2011
    • First Look

    First Look: Feb. 15

    cycles in turn can arise when a subset of firms adopt the strategy of vertically permeable boundaries. Such firms are vertically integrated in the sense of participating in multiple stages of the value chains, but their internal upstream units also sell into and... View Details
    Keywords: Sean Silverthorne
    • Article

    Know Your Customers' 'Jobs to Be Done'

    By: Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan
    Firms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors, product developers focus too much on building customer profiles and looking for correlations in data. To create... View Details
    Keywords: Customer Relationship Management
    Related
    • November–December 2022
    • Article

    Can AI Really Help You Sell?: It Can, Depending on When and How You Implement It

    By: Jim Dickie, Boris Groysberg, Benson P. Shapiro and Barry Trailer
    Many salespeople today are struggling; only 57% of them make their annual quotas, surveys show. One problem is that buying processes have evolved faster than selling processes, and buyers today can access a wide range of online resources that let them evaluate products... View Details
    Keywords: Sales; AI and Machine Learning; Customers
    Related
    • 06 Mar 2017
    • Research & Ideas

    Why Comparing Apples to Apples Online Leads To More Fruitful Sales

    Online, consumers are more likely to buy when a product grouping display contains like items. Source: Mik22 In online retail displays, items pictured next to your product may make or break a decision to buy... View Details
    Keywords: by Dina Gerdeman; Retail; Advertising