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Publications
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- December 2014 (Revised August 2024)
- Case
HomeAway: Organizing the Vacation Rental Industry
By: Rory McDonald, Feng Zhu and Cheng Gao
In less than 10 years, cofounders Brian Sharples and Carl Shepherd had transformed HomeAway from just another Internet startup into the world's leading vacation-rental marketplace—a global online platform that links customers seeking vacation-home rentals to the... View Details
- Article
Contingent Match Incentives Increase Donations
By: Lalin Anik, Michael I. Norton and Dan Ariely
We propose a new means by which non-profits can induce donors to give today and commit to giving in the future: contingent match incentives, in which matching is made contingent on the percentage of others who give (e.g., "if X% of others give, we will match all... View Details
- Article
Doing Business with Strangers: Reputation in Online Service Marketplaces
By: Antonio Moreno and Christian Terwiesch
Online service marketplaces allow service buyers to post their project requests and service providers to bid for them. To reduce the transactional risks, marketplaces typically track and publish previous seller performance. By analyzing a detailed transactional data... View Details
- Article
Positioning Brands Against Large Competitors to Increase Sales
By: Neeru Paharia, Jill Avery and Anat Keinan
We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor's size... View Details
- September 2014
- Case
Victors & Spoils: 'Born Open'
By: Karim R. Lakhani and Michael L. Tushman
Victors & Spoils (V&S), located in Boulder, Colorado, was the first advertising agency built on open innovation and crowdsourcing principles from the ground-up. V&S was co-founded in 2009 by John Winsor, Claudia Batten and Evan Fry, all former members of the... View Details
- September 2014 (Revised June 2017)
- Case
Google Inc. in 2014
By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next. View Details
- September 2014
- Case
Google Inc. in 2014 (Abridged)
By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. View Details
- September 2014 (Revised March 2015)
- Case
Managing Multi-Media Audiences at WHDH (Boston)
By: Thales Teixeira and V. Kasturi Rangan
WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use... View Details
Keywords: Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Internet and the Web; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Digital Marketing; Television Entertainment; Media and Broadcasting Industry; Boston
- August 2014
- Case
Netflix in 2011
By: Willy Shih and Stephen Kaufman
Reed Hastings founded Netflix to provide a home movie service that would do a better job satisfying customers than the traditional retail rental model. But as it encountered challenges it underwent several major strategy shifts, ultimately developing a business model... View Details
Keywords: Netflix; DVD; DVD-by-mail; Streaming; Online Entertainment; Online Video; Disruptive Innovation; Innovation and Management; Innovation Strategy; Business Model; Disruption; Operations; Service Operations; Entertainment; Film Entertainment; Television Entertainment; Media; Strategy; Business or Company Management; Competitive Strategy; Competitive Advantage; Corporate Strategy; Expansion; Technology; Technology Adoption; Technology Platform; Web; Entertainment and Recreation Industry; United States
- July 2014
- Article
Diasporas and Outsourcing: Evidence from oDesk and India
By: Ejaz Ghani, William R. Kerr and Christopher Stanton
This study examines the role of the Indian diaspora in the outsourcing of work to India. Our data are taken from oDesk, the world's largest online platform for outsourced contracts, where India is the largest country in terms of contract volume. We use an ethnic name... View Details
- June 2014
- Teaching Note
Google Glass
By: Thomas Eisenmann
In early 2014, business development executives at Google were formulating a distribution strategy for Glass, a wearable computer that projected information on a display viewable with an upward glance. Options, which were not mutually exclusive, included 1) continuing... View Details
- 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
- Article
Currency Unions, Product Introductions, and the Real Exchange Rate
By: Alberto Cavallo, Brent Neiman and Roberto Rigobon
We use a novel dataset of online prices of identical goods sold by four large global retailers in dozens of countries to study good-level real exchange rates and their aggregated behavior. First, in contrast to the prior literature, we demonstrate that the law of one... View Details
- April 2014
- Supplement
Conjoint Analysis: Online Tutorial Supplement Slides
By: Elie Ofek and Olivier Toubia
- April 2014
- Tutorial
Conjoint Analysis: Online Tutorial
By: Elie Ofek and Olivier Toubia
The Conjoint Analysis: Online Tutorial is an interactive pedagogical vehicle intended to facilitate understanding of one of the most popular market research methods in academia and practice, namely conjoint analysis. The aim is to provide students or executives going... View Details
- April 2014 (Revised May 2014)
- Teaching Note
Harvard Business School Executive Education: Balancing Online and Offline Marketing
By: John A. Deighton and Leora Kornfeld
- April 2014
- Teaching Note
Conjoint Analysis: Online Tutorial
By: Elie Ofek and Olivier Toubia
This teaching note is intended to assist instructors who plan to use the Conjoint Analysis: Online Tutorial (514-712) as part of a course or program of study. Pedagogically, the teaching note provides an overview of the Conjoint Analysis: Online Tutorial, the key... View Details
- April 2014 (Revised June 2014)
- Case
Google Glass
By: Thomas Eisenmann, Lauren Barley and Liz Kind
In early 2014, business development executives at Google were formulating a distribution strategy for Glass, a wearable computer that projected information on a display viewable with an upward glance. Options, which were not mutually exclusive, included 1) continuing... View Details
- April 2014 (Revised July 2017)
- Case
The Tate's Digital Transformation
By: Jill Avery
John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's... View Details
- April 2014
- Article
The Emergence of 'Us and Them' in 80 Lines of Code: Modeling Group Genesis in Homogeneous Populations
By: Kurt Gray, David G. Rand, Eyal Ert, Kevin Lewis, Steve Hershman and Michael I. Norton
Psychological explanations of group genesis often require population heterogeneity in identity or other characteristics, whether deep (e.g., religion) or superficial (e.g., eye color). We use game-theoretical agent-based models to explore group genesis in homogeneous... View Details
Keywords: Groups and Teams