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- Faculty Publications (66)
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- All HBS Web (516)
- Faculty Publications (66)
- 2013
- Working Paper
Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?
By: Clarence Lee, E. Ofek and Thomas Steenburgh
In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact... View Details
- August 2015
- Case
Yabbly (A)
By: Shikhar Ghosh and Christopher Payton
In November 2013, with less than 10 months of cash on hand, Tom Leung, the founder and CEO of Yabbly, must decide where to focus his resources. His startup, a question-and-answer application for shopping decisions, had benefited from a strong showing at the SXSW... View Details
Keywords: Startup; Mobile; Online Product Reviews; Consumer Products; Business Model; Business Plan; Business Startups; Entrepreneurship; Innovation Strategy; Mobile and Wireless Technology; Internet and the Web; North America; United States; Washington (state, US); Seattle
Ghosh, Shikhar, and Christopher Payton. "Yabbly (A)." Harvard Business School Case 816-030, August 2015.
- 2009
- Working Paper
Why Do Intermediaries Divert Search? - Companion Paper
By: Andrei Hagiu and Bruno Jullien
This companion paper contains several extensions of the model presented in our main paper - Hagiu and Jullien (2009). View Details
Keywords: Market Intermediation; Search; Two Sided Markets; Platform Design; Demand and Consumers; Motivation and Incentives; Internet and the Web; Digital Platforms; Distribution Channels; Business Strategy; Retail Industry
Hagiu, Andrei, and Bruno Jullien. "Why Do Intermediaries Divert Search? - Companion Paper." Harvard Business School Working Paper, No. 09-092, February 2009.
- August 2019
- Article
When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation
By: Yicheng Song, Nachiketa Sahoo and Elie Ofek
Sometimes we desire change, a break from the same or an opportunity to fulfill different aspects of our needs. Noting that consumers seek variety, several approaches have been developed to diversify items recommended by personalized recommender systems. However,... View Details
Keywords: Recommender Systems; Personalization; Recommendation Diversity; Variety Seeking; Collaborative Filtering; Consumer Utility Models; Digital Media; Clickstream Analysis; Learning-to-rank; Consumer Behavior; Media; Customization and Personalization; Strategy; Mathematical Methods
Song, Yicheng, Nachiketa Sahoo, and Elie Ofek. "When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation." Management Science 65, no. 8 (August 2019): 3737–3757.
- 2007
- Working Paper
Why Do Intermediaries Divert Search?
By: Andrei Hagiu and Bruno Jullien
We analyze the incentives to divert search for an information intermediary who enables buyers (consumers) to search affiliated sellers (stores). We identify two original motives for diverting search (i.e. inducing consumers to search more than they would like): i)... View Details
Keywords: Demand and Consumers; Motivation and Incentives; Internet and the Web; Digital Platforms; Distribution Channels; Business Strategy; Retail Industry
Hagiu, Andrei, and Bruno Jullien. "Why Do Intermediaries Divert Search?" Harvard Business School Working Paper, No. 08-010, August 2007. (Revised February 2009, May 2010.)
- March 2010
- Background Note
Airline Travel in the U.S.
By: Sunil Gupta and Kavita Shukla
How should airlines respond to the rising share of Online Travel Agencies (OTAs) as consumers increasingly search the web to buy tickets? View Details
Keywords: Management; Marketing Channels; Consumer Behavior; Market Participation; Agency Theory; Online Technology; Aerospace Industry; United States
Gupta, Sunil, and Kavita Shukla. "Airline Travel in the U.S." Harvard Business School Background Note 510-096, March 2010.
- 19 Oct 2009
- Research & Ideas
Why Are Web Sites So Confusing?
designing its search result pages: consumers are mostly interested in the "objective" (i.e., middle) search results, but all revenues come from the sponsored View Details
Keywords: by Andrei Hagiu & Bruno Jullien
- Career Coach
Ildi Nielsen
and consumer products companies. Ildi also spent 12 years as an Executive Search Consultant in New York and Chicago for financial services firms. She worked with senior executives to build their teams and... View Details
- 04 Sep 2007
- Working Paper Summaries
Why Do Intermediaries Divert Search?
Keywords: by Andrei Hagiu & Bruno Jullien
- TeachingInterests
Driving Digital Strategy (DIGS)
By: Sunil Gupta
Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- September 2014
- Article
The Interrelationships Between Brand and Channel Choice
By: Scott Neslin, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef and Z. John Zhang
We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search... View Details
Keywords: Brand Choice; Channel Choice; Utility Theory; Marketing; Decision Choices and Conditions; Consumer Behavior; Learning; Electronics Industry; Auto Industry; Information Technology Industry; Telecommunications Industry; Aerospace Industry
Neslin, Scott, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef, and Z. John Zhang. "The Interrelationships Between Brand and Channel Choice." Marketing Letters 25, no. 3 (September 2014): 319–330.
- 23 Nov 2010
- First Look
First Look: November 23
Links" or "Advertisements"?: Measuring Labeling Alternatives in Internet Search Engines Authors: Benjamin Edelman and Duncan S. Gilchrist Abstract In an online experiment, we measure users' interactions with View Details
Keywords: Sean Silverthorne
- November 2016 (Revised October 2018)
- Case
IguanaFix
By: Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel and Laura Urdapilleta
IguanaFix is a rapidly scaling Latin American startup that provides an online platform connecting consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now... View Details
Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Online Advertising; Latin America
Cespedes, Frank V., Thomas R. Eisenmann, Maria Fernanda Miguel, and Laura Urdapilleta. "IguanaFix." Harvard Business School Case 817-056, November 2016. (Revised October 2018.)
- 01 Nov 2019
- News
Prices: Where Have All the Bargains Gone?
- August 2014 (Revised December 2015)
- Case
Showrooming at Best Buy
By: Thales Teixeira and Elizabeth Anne Watkins
Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics... View Details
Keywords: Competition; Price; Consumer Behavior; Applications and Software; Mobile and Wireless Technology; Retail Industry; Electronics Industry
Teixeira, Thales, and Elizabeth Anne Watkins. "Showrooming at Best Buy." Harvard Business School Case 515-019, August 2014. (Revised December 2015.)
- 2021
- Report
The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation
By: John A. Deighton and Leora Kornfeld
This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details
Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding
Deighton, John A., and Leora Kornfeld. "The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation." Report, Interactive Advertising Bureau (IAB), New York, October 2021.
- 2013
- Working Paper
Competing Ad Auctions
By: Itai Ashlagi, Benjamin Edelman and Hoan Soo Lee
We present a two-stage model of competing ad auctions. Search engines attract users via Cournot-style competition. Meanwhile, each advertiser must pay a participation cost to use each ad platform, and advertiser entry strategies are derived using symmetric Bayes-Nash... View Details
Keywords: Online Advertising; Auctions; Market Participation; Market Platforms; Mathematical Methods; Competition
Ashlagi, Itai, Benjamin Edelman, and Hoan Soo Lee. "Competing Ad Auctions." Harvard Business School Working Paper, No. 10-055, January 2010. (Revised May 2010, February 2011, September 2013.)
- 16 Jan 2015
- News