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(647)
- News (110)
- Research (499)
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- Faculty Publications (84)
Show Results For
- All HBS Web
(647)
- News (110)
- Research (499)
- Events (6)
- Multimedia (3)
- Faculty Publications (84)
- 2014
- Working Paper
~To Groupon or Not to Groupon: The Profitability of Deep Discounts
By: Benjamin G. Edelman
We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine... View Details
Keywords: Voucher Discounts; Groupon; Experience Goods; Repeat Purchase; Online Advertising; Price; Profit; Marketing Strategy; Retail Industry
Edelman, Benjamin G. "~To Groupon or Not to Groupon: The Profitability of Deep Discounts." Harvard Business School Working Paper, No. 11-063, December 2010. (Revised June 2011, October 2011, January 2014. Featured in Working Knowledge: Is Groupon Good for Retailers? Excerpted in HBR Blogs: To Groupon or Not To Groupon: New Research on Voucher Profitability.)
- 06 Mar 2017
- Research & Ideas
Why Comparing Apples to Apples Online Leads To More Fruitful Sales
Online, consumers are more likely to buy when a product grouping display contains like items. Source: Mik22 In online retail displays, items pictured next to your product may make or break a decision to buy that product, according to... View Details
- 08 Nov 2021
- News
As Online Car Shopping and Prices Surge, CarGurus Rides the Wave
- 30 May 2018
- Research & Ideas
Should Retailers Match Their Own Prices Online and in Stores?
undecided consumers who start their purchasing process with a visit to the store. “Webroomers”—the decided consumers who research online first—receive the lower online price by... View Details
- 12 Aug 2008
- Op-Ed
Google-Yahoo Ad Deal is Bad for Online Advertising
The Subcommittee: My name is Benjamin Edelman. I am an assistant professor at the Harvard Business School, where my research focuses on the design of electronic marketplaces, including designing online marketplaces to assure safety,... View Details
- July 2021
- Article
Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps
By: Tobias Schlager, Bhavya Mohan, Katherine DeCelles and Michael I. Norton
We document a unique driver of consumer behavior: the public disclosure of a firm’s gender pay gap. Four experiments provide causal evidence that when firms are revealed to have gender pay gaps, consumers are less willing to pay for their goods, a reaction driven by... View Details
Keywords: Pay Gap; Perceived Wage Fairness; Purchase Intention; Gender; Wages; Fairness; Perception; Consumer Behavior
Schlager, Tobias, Bhavya Mohan, Katherine DeCelles, and Michael I. Norton. "Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps." Special Issue on Consumer Psychology for the Greater Good. Journal of Consumer Psychology 31, no. 3 (July 2021): 518–531.
- November 2014
- Case
Taryn Rose Launches Dresr: Street Marketing a Luxury Brand
By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details
- Article
From TV to Web: Content Strategies for Ads That Drive Online Sales
By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
- August 2022
- Article
The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices
By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John
Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits... View Details
Keywords: Choice; Purchase Intent; Privacy; Privacy Notices; Warnings; Assurances; Information Disclosure; Trust; Consumer Behavior; Spending; Decisions; Information; Communication
Brough, Aaron R., David A. Norton, Shannon L. Sciarappa, and Leslie K. John. "The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices." Journal of Marketing Research (JMR) 59, no. 4 (August 2022): 739–754.
- 15 May 2007
- Working Paper Summaries
I’ll Have the Ice Cream Soon and the Vegetables Later: Decreasing Impatience over Time in Online Grocery Orders
- May 2016 (Revised January 2018)
- Case
Improving Repurchase Rates at zulily
By: Thales Teixeira and Sarah McAra
In February 2015, zulily cofounder and CEO Darrell Cavens faced a major challenge in his business, a Seattle-based daily deals site that catered to moms. The more he spent to acquire new customers, the less he retained them in the form of repeat purchases. This was an... View Details
Keywords: Zulily; Repurchase; E-commerce; Online Shopping; Fashion; Customer Relationship Management; Internet and the Web; Digital Marketing; Customer Satisfaction; Fashion Industry; Retail Industry; Seattle
Teixeira, Thales, and Sarah McAra. "Improving Repurchase Rates at zulily." Harvard Business School Case 516-083, May 2016. (Revised January 2018.)
- 01 Mar 2012
- News
She’s Got Your Back
from homeowner hell, and at a fair price? “These are not things we embrace,” says Angie Hicks (MBA 2000), cofounder and chief marketing officer of Angie’s List, an online service that collects verified consumer reviews of service... View Details
- 01 Jun 2020
- News
Staying the Course
Jessie Woolley-Wilson (MBA 1990) Jessie Woolley-Wilson (MBA 1990) In early March 2020, DreamBox Learning CEO Jessie Woolley-Wilson (MBA 1990) could point proudly to the growth of the online math company. In the last nine years, since the... View Details
- 15 Jun 2021
- News
Elevator Pitch: Dress Code
around each user. Leveraging AI and machine learning, the app uses a sophisticated algorithm to streamline and personalize a dynamically adaptive online feed of potential purchases based on yes or no... View Details
- November 2021
- Article
Ratings, Reviews, and the Marketing of New Products
By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
- February 2000 (Revised April 2001)
- Case
CNET 2000
By: Thomas R. Eisenmann and Pauline M Fischer
CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details
Keywords: Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry
Eisenmann, Thomas R., and Pauline M Fischer. "CNET 2000." Harvard Business School Case 800-284, February 2000. (Revised April 2001.)
- 23 Jan 2020
- News
Digital Transformation’s Emerging Effect on Customer Expectations
- 27 Jul 2023
- Blog Post
Buy big, sell small
bus to restock. Their orders are relatively small, so they can’t negotiate on prices or credit terms,” adds Shruti, who watched her uncle’s kirana go out of business years ago due to issues with pricing and product selection. ApnaKlub (Hindi for “Our Club”) disrupts... View Details
- April 2000 (Revised June 2000)
- Case
E-Loan: The CarFinance.com Acquisition
E-Loan is an online mortgage lender that acquired an auto-lending arm in August of 1999. This case examines E-Loan's purchase of CarFinance.com and highlights E-Loan's strategy-setting process. In addition, the case explores business development as a strategic process... View Details
Keywords: Strategic Planning; Internet and the Web; Change Management; Growth and Development Strategy; Financial Services Industry
Hansen, Morten T., and Jeffrey Berger. "E-Loan: The CarFinance.com Acquisition." Harvard Business School Case 400-072, April 2000. (Revised June 2000.)