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Publications

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  • 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
Related
  • May 2008
  • Supplement

Dove: Evolution of a Brand - Advertising Supplement

By: John A. Deighton
Keywords: Advertising; Brands and Branding; Beauty and Cosmetics Industry
Related
  • 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
Related
  • November 2002
  • Teaching Note

Centra Software (TN)

By: John A. Deighton
Teaching Note for (9-502-009). View Details
Related
  • 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
Related
  • 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
Related
  • 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)
Related
  • 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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  • 2019
  • Article

Big Data

By: John A. Deighton
Big data is defined and distinguished from a mere moment in the “ancient quest to measure.” Specific discontinuities in the practice of information science are identified that, the paper argues, have large consequences for the social order. The infrastructure that runs... View Details
Keywords: Big Data; Digital Infrastructure; Privacy; Algorithm; Data Generators; Marketplace Icon; Analytics and Data Science; Infrastructure; Power and Influence; Society
Related
  • February 2006
  • Supplement

Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards

By: John A. Deighton
Keywords: Games, Gaming, and Gambling; Accommodations Industry
Related
  • December 2004 (Revised December 2005)
  • Case

Nectar: Making Loyalty Pay

By: John A. Deighton
Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details
Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain
Related
  • October 2007
  • Article

The Territory of Consumer Research: Walking the Fences

By: John A. Deighton
Keywords: Customers; Research
Related
  • August 2002
  • Teaching Note

MicroFridge, TN

By: John A. Deighton
Teaching Note for (9-599-049) and (9-503-017). View Details
Keywords: Consumer Products Industry
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  • 01 Mar 2018
  • News

@Soldiers Field

Complex was hoisted into place in November. After its completion in 2020, it will be home to more than 1,800 students, researchers, and faculty from the Harvard John A. Paulson (MBA 1980) School of... View Details
  • 11 Sep 2018
  • First Look

New Research and Ideas, September 11, 2018

the pass-through of both gas prices and nominal exchange rate fluctuations. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54935 forthcoming Consumption, Markets & Culture Big Data By: Deighton, John View Details
Keywords: Dina Gerdeman
  • 23 Mar 2010
  • First Look

First Look: March 23

barriers to commercialization? What made Du Pont so confident that it could succeed at this uncertain time? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/810084-PDF-ENG New York Life and Immediate Annuities Julio J. Rotemberg and View Details
Keywords: Martha Lagace
  • December 2005
  • Teaching Note

Nectar: Making Loyalty Pay (TN)

By: John A. Deighton
Keywords: Food and Beverage Industry
Related
  • August 2004 (Revised February 2006)
  • Case

Marketing James Patterson

By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
Related
  • November 2002
  • Teaching Note

Webvan: Groceries on the Internet (TN)

By: John A. Deighton
Teaching Note for (9-500-052). View Details
Keywords: Retail Industry; Service Industry
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