by John A. Deighton - Publications - Faculty & Research - Harvard Business School

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01 Sep 2010
News

You’ve Been YouTubed

or not we’re active users of them. A new case coauthored by HBS marketing professor John Deighton and research associate Leora Kornfeld offers an object lesson in what that... View Details

Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation

11 Dec 2007
First Look

First Look: December 11, 2007

Working PapersThe Seer of Wellesley Hills: Roger Babson and the Babson Statistical Organization Author:Walter A. Friedman Abstract Roger Babson was a pioneer of the business-forecasting industry in the United States in the early... View Details

Keywords: Martha Lagace

Teaching Interest

Marketing Strategies for Profitable Growth—China

By: John A. Deighton

Maintaining quality standards and sustaining profitable growth in China's rapidly evolving marketplace requires powerful marketing strategies that enable organizations to build and nurture long-term customer relationships. To help... View Details

July 1997
Article

Choice in Computer-Mediated Environments

By: John A. Deighton

Keywords: Information Technology; Decision Choices and Conditions

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Article

Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies

By: John A. Deighton

The article discusses the notion of advertising as a profession in relation to the impact of digital analytics and data-driven marketing. Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. and Google... View Details

Keywords: Data Science; Digital Marketing; Marketing; Internet and the Web; Analytics and Data Science; Disruption

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June 2001
Case

DoubleClick Buys Abacus (B)

By: John A. Deighton

Supplements the (A) case. View Details

Keywords: Advertising Industry

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August 1999 (Revised January 2002)
Case

Brita Products Company, The

By: John A. Deighton

Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a... View Details

Keywords: Customer Value and Value Chain; Acquisition; Retention; Safety; Natural Environment; Emerging Markets; Investment Return; Equity; Demand and Consumers; United States

August 1995 (Revised October 1996)
Case

IDS Financial Services (Condensed)

By: John A. Deighton

Highlights the decision that must be made on balancing customer acquisition and retention and de-emphasizing the structural issues involved in administering the independent contractor sales force. View Details

Keywords: Customers; Customer Focus and Relationships; Decisions; Corporate Governance; Salesforce Management; Financial Services Industry

25 Nov 2008
First Look

First Look: November 25, 2008

The Blackwell Handbook of Technology and Innovation Management, edited by Scott Shane, 3-55. John Wiley & Sons, Inc., 2008 No abstract is available at this time. Book... View Details

Keywords: Martha Lagace

June 24, 2009
Article

Internet Economy: Valuing the Web's Economic Impact

By: John A. Deighton and John A. Quelch

Teaching Interest

Overview

By: John A. Deighton

I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details

Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Consumer Products Industry; Entertainment and Recreation Industry; Information Technology Industry; Publishing Industry; Media and Broadcasting Industry

Research Summary

Personal Data in Marketing

By: John A. Deighton

Between 10% and 20% of all marketing activity in the United States, and a smaller proportion internationally, relies on data about individuals, whether personally identifying or pseudonomized. These data flow across a system of established and emerging firms operating... View Details

Keywords: Data; Personal Data; Information Technology; Industry Structure; Marketing

May 2016
Article

In Support of Consumer-based Strategy Research

By: John A. Deighton

May 2008
Supplement

Dove: Evolution of a Brand - Advertising Supplement

By: John A. Deighton

Keywords: Advertising; Brands and Branding; Beauty and Cosmetics Industry

April 2008
Teaching Note

Dove: Evolution of a Brand (TN)

By: John A. Deighton

Teaching Note for [508-047]. View Details

Keywords: Consumer Products Industry; Beauty and Cosmetics Industry

November 2002
Teaching Note

Centra Software (TN)

By: John A. Deighton

Teaching Note for (9-502-009). View Details

February 2001
Teaching Note

CVS: The Web Strategy TN

By: John A. Deighton

Teaching Note for (9-500-008). View Details

Keywords: Pharmaceutical Industry; Web Services Industry

April 2000 (Revised September 2001)
Case

Peppers and Rogers Group, The

By: John A. Deighton

Can two successful authors build a scalable consulting practice based on their unique view of customer relationship management (CRM)? Should they emphasize strategy or execution? The case describes how Peppers and Rogers grew from two people earning speaker fees to a... View Details

Keywords: Customer Relationship Management; Growth and Development; Information Publishing; Going Public; Strategy; Competition; Internet; Consulting Industry

October 1999
Teaching Note

Snapple TN

By: John A. Deighton

Teaching Note for (9-599-126). View Details

Keywords: Food and Beverage Industry; New York (city, NY)

October 1995 (Revised February 1997)
Teaching Note

IDS Financial Services (condensed)

By: John A. Deighton

Teaching Note for (9-596-045). View Details

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