Publications

2010
Working Paper

Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines

By: Benjamin Edelman and Duncan S. Gilchrist

In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details

Keywords: Online Advertising; Interactive Communication; Corporate Disclosure; Labels; Marketing Strategy; Consumer Behavior; Internet; Search Technology

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Research Summary

Overview

By: Kris Johnson Ferreira

Professor Ferreira's research primarily focuses on how retailers can use algorithms to make better revenue management decisions, including pricing, product display, and assortment planning. In the retail industry, anticipating consumer demand is arguably one of the... View Details

Keywords: E-commerce; Analytics; Revenue Management; Pricing; Assortment Planning; Field Experiments; Operations; Supply Chain; Supply Chain Management; Retail Industry

10 Jun 2002
Research & Ideas

Disruption: The Art of Framing

are allocated to respond. The dilemma: Create a response that is neither overreaction (threat) nor insufficient (opportunity). In this excerpt from their Harvard Business Review article, Harvard Business School professors Clark Gilbert... View Details

Keywords: by Clark Gilbert & Joseph L. Bower

18 May 2015
Research & Ideas

Advertisers Get Serious About Playing With Their Brands

talk or Kardashian talk and sometimes they go a little bit too far” Play involves both intentional interaction and turn-taking—and social media engagement between marketer and consumer certainly qualifies—making play an appropriate word... View Details

Keywords: by Dina Gerdeman; Advertising

August 1993 (Revised April 1994)
Case

Flanders of Springfield

By: Arthur Schleifer Jr.

Flanders is a catalog merchandiser. Various decisions on catalog distribution policy, ordering and inventory policy, and catalog format design are considered. This was a final examination, and serves as a review for a number of topics in the course. View Details

Keywords: Decisions; Policy; Distribution; Product Design; Supply Chain; Mathematical Methods; Consumer Products Industry

27 Jun 2024
Research & Ideas

Gen AI Marketing: How Some 'Gibberish' Code Can Give Products an Edge

It’s the new way of comparison shopping in the age of large language models (LLM): Tapping into AI-driven search engines for research and advice on which products to buy. But can consumers trust the recommendations to be impartial? New... View Details

Keywords: by Ben Rand; Technology

December 2021 (Revised September 2022)
Case

Moleskine: Daniela Riccardi Turns the Page

By: Ryan Raffaelli and Sarah Gulick

Newly appointed CEO Daniela Riccardi needed to develop and present an action plan to the board of the company that owned Moleskine. Riccardi was hired because Moleskine had recently overextended its reach and needed more focus and discipline. Having previously served... View Details

Keywords: Rebranding; Brands and Branding; Organizational Change and Adaptation; Operations; Planning; Retail Industry; Italy

August 2019
Case

The Allstate Corporation, 2019

By: John R. Wells and Benjamin Weinstock

In July 2019, Allstate, the United States’ number-three property and casualty (P/C) insurer, released its second-quarter earnings, which reported first-half revenues of $22.1 billion, up 11.4% year-over-year. Shareholders cheered the top-line growth, but P/C premiums... View Details

Keywords: Insurance Companies; Strategic Analysis; Strategic Change; Insurance; Strategy; Strategic Planning; Organizational Change and Adaptation; Competitive Strategy; Insurance Industry; North America

12 Jul 2004
Research & Ideas

Michael Porter’s Prescription For the High Cost of Health Care

participants get from price discrimination—even for those firms that currently get the biggest discounts. [ ] Simplified Billing. A fundamental function of pricing is to convey information to consumers and competitors. Current billing... View Details

Keywords: by Michael E. Porter; Health

10 Mar 2015
First Look

First Look: March 10

Publications February 2015 Academy of Management Review Reflections on the 2013 Decade Award: "Exploitation, Exploration, and Process Management: The Productivity Dilemma Revisited" Ten Years Later By: Benner, Mary, and... View Details

Keywords: Carmen Nobel

January–February 2019
Article

Why Some Platforms Thrive and Others Don't

By: Feng Zhu and Marco Iansiti

In the digital economy, scale is no guarantee of continued success. After all, the same factors that help an online platform expand quickly—such as the low cost of adding new customers—work for challengers too. What, then, allows platforms to fight off rivals and grow... View Details

Keywords: Digital Platforms; Competition; Network Effects; Competitive Strategy

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July 1996 (Revised June 1998)
Case

Gillette Indonesia

By: John A. Quelch

The country manager of Gillette Indonesia is reviewing his 1996 marketing plan and considering whether the pace of market development and mix of product sales can be impacted by the level and type of Gillette expenditures in the market. View Details

Keywords: Marketing Strategy; Multinational Firms and Management; Emerging Markets; Forecasting and Prediction; Product Marketing; Consumer Products Industry; Consumer Products Industry; Indonesia