Unethical Marketing Practices - Publications - Faculty & Research - Harvard Business School

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October 2023
Article

Speedy Activists: Firm Response Time to Sociopolitical Events Influences Consumer Behavior

By: Jimin Nam, Maya Balakrishnan, Julian De Freitas and Alison Wood Brooks

Organizations face growing pressure from their consumers and stakeholders to take public stances on sociopolitical issues. However, many are hesitant to do so lest they make missteps, promises they cannot keep, appear inauthentic, or alienate consumers, employees, or... View Details

Keywords: Brands and Branding; Public Opinion; Social Media; Social Issues

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August 2023
Case

Kariyer.net: Recruiting AI

By: Shunyuan Zhang, Fares Khrais and Namrata Arora

In 2017, Fatih Uysal (AMP 2021) became CEO of Kariyer.net. By then, the business was already the industry leading online job board in Turkey. However, faced with stalling growth, a turbulent macroenvironment, and growing competition from international players, Uysal... View Details

August 2023
Background Note

Pricing and Customer Psychology

This note provides an overview of how psychological principles may be used as part of a seller’s pricing strategy. The note defines the concept of psychological pricing and explains the motivations for firms to engage in it. Prominent practices and tactics, with... View Details

Keywords: Price; Marketing Strategy; Consumer Behavior

July–August 2023
Article

Demand Learning and Pricing for Varying Assortments

By: Kris Ferreira and Emily Mower

Problem Definition: We consider the problem of demand learning and pricing for retailers who offer assortments of substitutable products that change frequently, e.g., due to limited inventory, perishable or time-sensitive products, or the retailer’s desire to... View Details

Keywords: Experiments; Pricing And Revenue Management; Retailing; Demand Estimation; Pricing Algorithm; Marketing; Price; Demand and Consumers; Mathematical Methods

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May–June 2023
Article

A New Approach to Building Your Personal Brand: How to Communicate Your Value

By: Jill Avery and Rachel Greenwald

For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing... View Details

Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills

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May 2023
Article

Equilibrium Effects of Pay Transparency

By: Zoë B. Cullen and Bobak Pakzad-Hurson

The public discourse around pay transparency has focused on the direct effect: how workers seek to rectify newly-disclosed pay inequities through renegotiations. The question of how wage-setting and hiring practices of the firm respond in equilibrium has received... View Details

Keywords: Pay Transparency; Online Labor Market; Privacy; Wage Gap; Corporate Disclosure; Wages; Negotiation

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2024
Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe

Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details

Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry

April 2023 (Revised July 2023)
Case

Fermenting Accounting Problems at Vermont Kombucha Corp.

By: Tatiana Sandino and Marshal Herrmann

Founded in 2005, Vermont Kombucha Corp. (V-Ko) was an early mover in the fledgling U.S. market for kombucha, a drink brewed for its health benefits. Early on, the company captured more than 90% of market share. Under the leadership of its founder and CEO, Joe Williams,... View Details

Keywords: Going Public; Business Model; Financial Reporting; Ethics; Corporate Governance; Stock Shares; Food and Beverage Industry

March 2023
Case

Woven Planet - Designing Software for the Car of the Future

By: Gary P. Pisano and Catherine Piner

Founded in 2021, Woven Planet Holdings—a subsidiary of Toyota Motor Corporation—was developing Arene, an automotive software platform consisting of an operating system, development and simulation tools, and a cloud-based service that could store and analyze vehicle... View Details

Keywords: Technology; Automated Driving; Innovation; Organizational Culture; Applications and Software; Safety; Product Launch; Product; Auto Industry; Technology Industry

March–April 2023
Article

Market Segmentation Trees

By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis

Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details

Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing

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2023
Working Paper

Accounting for Carbon Offsets – Establishing the Foundation for Carbon-Trading Markets

By: Robert S. Kaplan, Karthik Ramanna and Marc Roston

Tackling climate change requires reductions in current and future greenhouse gas (GHG) emissions as well as the removal of existing GHG from the atmosphere. Carbon-offset producers purport to provide such removals. But poor measurement practices and inadequate controls... View Details

Keywords: Carbon Offsetting; Climate Change; Environmental Regulation; Corporate Accountability

2022
Working Paper

Institutional Emplacement and the Novel Resurgence of Independent Bookstores

By: Ryan Raffaelli and Ryann Noe

This study reveals how actors leverage physical place as an asset to facilitate organizational adaptation and industry evolution. Through a longitudinal, qualitative analysis of the U.S. independent bookselling industry from 1995 to 2019, we outline how dispersed... View Details

Keywords: Industry Growth; Small Business; Organizational Change and Adaptation; Business Processes; Retail Industry; Publishing Industry; United States

December 2022 (Revised February 2023)
Case

Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX

By: Benjamin C. Esty and Daniel Fisher

At 11:33am on May 24, 2022, an 18-year-old man from Uvalde, Texas walked into the Robb Elementary School carrying a semi-automatic "AR-15-style” rifle manufactured by Daniel Defense and killed 19 children and two adults. Three days later, Representative Carolyn Maloney... View Details

Keywords: Gun Violence; Gun Policy; Second Amendment; Legal Liability; Government Legislation; Marketing Strategy; Business or Company Management; Product Marketing; Ethics; Corporate Accountability; Corporate Social Responsibility and Impact; Moral Sensibility; Crime and Corruption; Governing Rules, Regulations, and Reforms; Manufacturing Industry; Advertising Industry; United States

December 2022
Supplement

Freelancer, Ltd. Case Supplement

By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes

Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500 companies,... View Details

Keywords: Labor Markets; Freelancers; Change Management; Corporate Entrepreneurship; Globalized Firms and Management; Human Capital; Employment; Digital Platforms; Global Range; Adoption; Governing Rules, Regulations, and Reforms; Growth and Development Strategy; Computer Industry; Electronics Industry; Employment Industry; Information Industry; Australia; United States; Philippines

September 10, 2022
Article

NFT Sales: Clearing the Market, Avoiding Gas Wars

By: Scott Duke Kominers and Tim Roughgarden

Instead of letting the market decide the price for their primary sale offerings, many NFT projects choose to initially sell their NFTs at prices below the market-clearing level. But what happens when market designers trade off efficiency for equity; or when demand far... View Details

Keywords: Blockchain; Crypto Economy; Cryptocurrency; NFTs; Auctions; Market Design; Price

August 2022
Case

The Spreadsheet

By: Zoë B. Cullen and Alexander J. MacKay

Compensation is the largest expenditure of almost every venture. Getting compensation packages right affects talent acquisition, retention, and profitability. In this case, and accompanying negotiation exercise, students learn strategies and tactics for setting... View Details

Keywords: Compensation and Benefits; Recruitment; Selection and Staffing

2022
Book

Purpose + Profit: How Business Can Lift Up the World

By: George Serafeim

The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.

We not only... View Details

Keywords: ESG (Environmental, Social, Governance) Performance; Profitability; Business And Society; Organizations; Mission and Purpose; Goals and Objectives; Social Issues; Environmental Sustainability; Value Creation; Organizational Change and Adaptation

August 2022
Article

The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices

By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John

Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits... View Details

Keywords: Choice; Purchase Intent; Privacy; Privacy Notices; Warnings; Assurances; Information Disclosure; Trust; Consumer Behavior; Spending; Decisions; Information; Communication

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April 2022
Article

National Customer Orientation: A Framework, Propositions and Agenda for Future Research

By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé

Purpose: This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars investigating cross-national research.
Design/methodology/approach: A conceptual... View Details

Keywords: International Marketing; Macro-marketing; Marketing; Financial Crisis; Customer Focus and Relationships; Economic Growth; Economic Slowdown and Stagnation

March 2022 (Revised May 2022)
Case

Winning Business at Russell Reynolds (A)

By: Ethan Bernstein and Cara Mazzucco

In an effort to make compensation drive collaboration, Russell Reynolds Associates’ (RRA) CEO Clarke Murphy sought to re-engineer the bonus system for his executive search consultants in 2016. As his HR analytics guru, Kelly Smith, points out, that risks upsetting–and... View Details

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