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- All HBS Web
(3,403)
- Faculty Publications (692)
- March 2011 (Revised December 2012)
- Case
Demand Media
By: John Deighton and Leora Kornfeld
Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry
Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
- Article
Economic Impacts of Immigration: A Survey
By: Sari Pekkala Kerr and William R. Kerr
This paper surveys recent empirical studies on the economic impacts of immigration. The survey first examines the magnitude of immigration as an economic phenomenon in various host countries. The second part deals with the assimilation of immigrant workers into... View Details
Keywords: Surveys; Corporate Social Responsibility and Impact; Immigration; Economic Systems; Human Capital; Economic Slowdown and Stagnation; Fluctuation; Situation or Environment; Labor and Management Relations; United States; Europe
Kerr, Sari Pekkala, and William R. Kerr. "Economic Impacts of Immigration: A Survey." Finnish Economic Papers 24, no. 1 (Spring 2011): 1–32.
- 2011
- Working Paper
The 'IKEA Effect': When Labor Leads to Love
By: Michael I. Norton, Daniel Mochon and Dan Ariely
In a series of studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate the boundary conditions for what we term the "IKEA effect&"—the increase in valuation of self-made products. Participants saw their... View Details
Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Harvard Business School Working Paper, No. 11-091, March 2011.
- February 2011 (Revised November 2012)
- Case
PatientsLikeMe: An Online Community of Patients
By: Sunil Gupta and Jason Riis
PatientsLikeMe (PLM) is an online community where patients share their personal experiences with a disease, find other patients like them, and learn from each other. The company was founded by Jamie and Ben Heywood when their 29-year-old brother was diagnosed with ALS... View Details
Keywords: Business Startups; Health Disorders; Knowledge Sharing; Growth and Development Strategy; Product Launch; Digital Platforms; Social and Collaborative Networks; Health Industry
Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients." Harvard Business School Case 511-093, February 2011. (Revised November 2012.)
- February 2011 (Revised December 2012)
- Case
Coca-Cola on Facebook
By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry
Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110, February 2011. (Revised December 2012.) (request a courtesy copy.)
- February 2011 (Revised December 2012)
- Case
Porsche: The Cayenne Launch
By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV... View Details
Keywords: Knowledge Sharing; Knowledge Use and Leverage; Risk Management; Brands and Branding; Product Launch; Product Positioning; Social and Collaborative Networks; Auto Industry
Deighton, John, Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068, February 2011. (Revised December 2012.) (request a courtesy copy.)
- February 2011 (Revised June 2014)
- Teaching Note
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Kominers
Teaching Note for 911033. View Details
- February 2011 (Revised February 2012)
- Case
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
- February 2011 (Revised September 2016)
- Case
Investcorp and the Moneybookers Bid
By: Matthew Rhodes-Kropf, Carin-Isabel Knoop and Nori Gerardo Lietz
In January 2007, Hazem Ben-Gacem, managing director and co-head of Investcorp Technology Partners (ITP), needs to decide what to bid at an auction for Moneybookers Limited, one of the top three e-payment solution providers in Europe. However, approximately 70% of... View Details
Keywords: Business Startups; Games, Gaming, and Gambling; Private Equity; Investment; Auctions; Bids and Bidding; Valuation; Europe; United States
Rhodes-Kropf, Matthew, Carin-Isabel Knoop, and Nori Gerardo Lietz. "Investcorp and the Moneybookers Bid." Harvard Business School Case 811-013, February 2011. (Revised September 2016.)
- February 2011
- Case
oDesk: Changing How the World Works
By: Boris Groysberg, David A. Thomas and Jennifer M. Tydlaska
It is 2010, and Gary Swart, CEO of oDesk, is contemplating the next steps for his organization. Founded in 2004 in California, oDesk operates an online marketplace which matches Employers with Contractors. oDesk provides fact-based information on Contractors, including... View Details
Keywords: Recruitment; Leadership; Growth and Development Strategy; Digital Platforms; Marketplace Matching; Corporate Strategy; Internet and the Web; Consulting Industry
Groysberg, Boris, David A. Thomas, and Jennifer M. Tydlaska. "oDesk: Changing How the World Works." Harvard Business School Case 411-078, February 2011.
- February 2011 (Revised December 2014)
- Case
RentJuice
By: Thomas Eisenmann and Liz Kind
RentJuice, founded in mid-2008, provided a subscription software service—sold via phone and live online webinars—that allowed real estate professionals like brokers and agents to manage and market rental listings, communicate with clients, and complete transaction... View Details
Keywords: Renting or Rental; Product Launch; Applications and Software; Property; Business Startups; Salesforce Management; Product Marketing; Real Estate Industry; Information Technology Industry
Eisenmann, Thomas, and Liz Kind. "RentJuice." Harvard Business School Case 811-069, February 2011. (Revised December 2014.)
- January 2011 (Revised April 2012)
- Case
BBVA Compass: Marketing Resource Allocation
By: Sunil Gupta and Joseph Davies-Gavin
BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing... View Details
Keywords: Advertising; Resource Allocation; Marketing Channels; Marketing Strategy; Performance Evaluation; Banking Industry; United States
Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096, January 2011. (Revised April 2012.)
- January 2011
- Teaching Note
Online Pet Supply Retailing (TN)
By: Tom Nicholas
Teaching Note for 809-117. View Details
- January – February 2011
- Article
'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers
By: Elie Ofek, Zsolt Katona and Miklos Sarvary
The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition to their physical stores. The online channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also... View Details
Ofek, Elie, Zsolt Katona, and Miklos Sarvary. "'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers." Marketing Science 30, no. 1 (January–February 2011).
- December 2010
- Case
Digital Divide
By: Sunil Gupta
In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.
- 2010
- Working Paper
Agglomerative Forces and Cluster Shapes
By: William R. Kerr and Scott Duke Kominers
We model spatial clusters of similar firms. Our model highlights how agglomerative forces lead to localized, individual connections among firms, while interaction costs generate a defined distance over which attraction forces operate. Overlapping firm interactions... View Details
Keywords: Entrepreneurship; Geographic Location; Patents; Labor; Industry Clusters; Industry Structures; Relationships; Competitive Advantage; Technology Industry; California
Kerr, William R., and Scott Duke Kominers. "Agglomerative Forces and Cluster Shapes." Harvard Business School Working Paper, No. 11-061, December 2010.
- 2010
- Working Paper
Marketplace Institutions Related to the Timing of Transactions
By: Alvin E. Roth
This paper describes the unraveling of transaction dates in several markets, including the labor markets for new lawyers hired by large law firms and for gastroenterology fellows, and the market for post-season college football bowls. Together these will illustrate... View Details
Keywords: Talent and Talent Management; Market Timing; Market Transactions; Marketplace Matching; Competitive Strategy
Roth, Alvin E. "Marketplace Institutions Related to the Timing of Transactions." NBER Working Paper Series, No. 16556, November 2010.
- June 2010
- Article
What Causes Industry Agglomeration? Evidence from Coagglomeration Patterns
By: Glenn Ellison, Edward Glaeser and William R. Kerr
Why do firms cluster near one another? We test Marshall's theories of industrial agglomeration by examining which industries locate near one another, or coagglomerate. We construct pairwise coagglomeration indices for US manufacturing industries from the Economic... View Details
Keywords: Production; Economics; Industry Clusters; Analytics and Data Science; Labor; Theory; Goods and Commodities; United States; United Kingdom
Ellison, Glenn, Edward Glaeser, and William R. Kerr. "What Causes Industry Agglomeration? Evidence from Coagglomeration Patterns." American Economic Review 100, no. 3 (June 2010): 1195–1213.
- May 2010
- Article
Bye Bye Bundles: The Unbundling of Music in Digital Channels
By: Anita Elberse
Fueled by digital distribution, unbundling is prevalent in many information industries. What is the effect of this unbundling on sales? And what bundle characteristics drive this effect? I empirically examine these questions in the context of the music industry, using... View Details
Keywords: Unbundling; Bundling; Digital Distribution; System-of-equations Modeling; Sales; Distribution Channels; Framework; Mathematical Methods; Revenue; Reputation; Internet and the Web; System; E-commerce; Information Industry; Music Industry
Elberse, Anita. "Bye Bye Bundles: The Unbundling of Music in Digital Channels." Journal of Marketing 74, no. 3 (May 2010): 107–123.
- 2010
- Working Paper
Unraveling Results from Comparable Demand and Supply: An Experimental Investigation
By: Muriel Niederle, Alvin E. Roth and M. Utku Unver
Markets sometimes unravel, with offers becoming inefficiently early. Often this is attributed to competition arising from an imbalance of demand and supply, typically excess demand for workers. However this presents a puzzle, since unraveling can only occur when firms... View Details
Niederle, Muriel, Alvin E. Roth, and M. Utku Unver. "Unraveling Results from Comparable Demand and Supply: An Experimental Investigation." Harvard Business School Working Paper, No. 10-095, May 2010.