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Show Results For
- All HBS Web
(4,395)
- People (8)
- News (811)
- Research (2,848)
- Events (12)
- Multimedia (12)
- Faculty Publications (1,723)
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- Article
The Social Utility of Feature Creep
By: Debora V. Thompson and Michael I. Norton
Previous research shows that consumers frequently choose products with too many features that they later find difficult to use. Our research shows that this seemingly suboptimal behavior may in fact confer benefits when factoring in the social context of consumption.... View Details
Keywords: Impression Management; Social Influence; Conspicuous Consumption; Signaling; Product Features; Consumer Behavior; Information Technology; Experience and Expertise; Status and Position
Thompson, Debora V., and Michael I. Norton. "The Social Utility of Feature Creep." Journal of Marketing Research (JMR) 48, no. 3 (June 2011): 555–565.
- Article
Beyond the Target Customer: Social Effects in CRM Campaigns
By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details
Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior
Ascarza, Eva, Peter Ebbes, Oded Netzer, and Matthew Danielson. "Beyond the Target Customer: Social Effects in CRM Campaigns." Journal of Marketing Research (JMR) 54, no. 3 (June 2017): 347–363.
- 9 May 2013 - 11 May 2013
- Conference Presentation
Stock Market Prediction via Social Media: The Importance of Competitors
By: Frank Nagle
- Article
Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus
By: John A. Deighton and Kent Grayson
Deighton, John A., and Kent Grayson. "Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus." Journal of Consumer Research 21, no. 4 (March 1995).
- March 2020
- Technical Note
Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Advertising Industry; Consumer Products Industry
Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
- 10 Aug 2013 - 13 Aug 2013
- Conference Presentation
Stock Market Prediction via Social Media: The Importance of Competitors
By: Frank Nagle
- June 2008
- Case
From xiaonei to hainei: The Quest for the Social Networking Service Market in China
By: Joseph B. Lassiter III, Michael Shih-Ta Chen and Keith Chi-ho Wong
Wang Xing, the founder of Hainei.com, one of the fastest growing social networking service (SNS) providers in China, was preparing to raise funds from venture capitalists. Since late 2003, Wang had established several Internet startups in China. Xiaonei.com, which he... View Details
Keywords: Entrepreneurship; Venture Capital; Social and Collaborative Networks; Competition; Internet; China
Lassiter, Joseph B., III, Michael Shih-Ta Chen, and Keith Chi-ho Wong. "From xiaonei to hainei: The Quest for the Social Networking Service Market in China." Harvard Business School Case 808-164, June 2008.
- 21 Jun 2013 - 22 Jun 2013
- Conference Presentation
Stock Market Prediction via Social Media: The Importance of Competitors
By: Frank Nagle
Nagle, Frank. "Stock Market Prediction via Social Media: The Importance of Competitors." Paper presented at the 11th ZEW Conference on the Economics of Information and Communication Technologies, Center for European Economic Research (ZEW), Mannheim, Germany, June 21–22, 2013.
- July 2009 (Revised December 2009)
- Case
Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good
By: Rosabeth M. Kanter and Matthew Bird
James Musyoki, Lemmy Mutahi, and Ken Kariuki, all from East African Breweries Limited (EABL), a subsidiary of London-based Diageo, heard the disheartening news in the first week of December 2008. For the second time in six months, the Kenyan Finance Ministry had raised... View Details
Keywords: Change Management; Innovation and Management; Emerging Markets; Taxation; Price; Food and Beverage Industry; Kenya; United Kingdom
Kanter, Rosabeth M., and Matthew Bird. "Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good." Harvard Business School Case 310-010, July 2009. (Revised December 2009.)
- January 2007 (Revised October 2007)
- Case
The Omidyar-Tufts Microfinance Fund: Striving to Reshape the Social Enterprise Capital Markets
By: Michael Chu and Jean Hazell
Seeking to impact global poverty and philanthropy, eBay founder Pierre Omidyar donates $100 million to Tufts University for a trust restricted to investment in microfinance. Explores the origins of the initiative, the perspectives and objectives of the various parties... View Details
Keywords: Capital Markets; Microfinance; Investment Funds; Philanthropy and Charitable Giving; Emerging Markets; Social Enterprise; Financial Services Industry
Chu, Michael, and Jean Hazell. "The Omidyar-Tufts Microfinance Fund: Striving to Reshape the Social Enterprise Capital Markets." Harvard Business School Case 307-078, January 2007. (Revised October 2007.)
- Article
Marketing in the Age of Web 2.0
By: Jill Avery
Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details
Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry
Avery, Jill. "Marketing in the Age of Web 2.0." Simmons Magazine, SOM Edition 90, no. 3 (Fall 2008): 21.
- 2022
- Article
Which Corporate ESG News Does the Market React To?
By: George Serafeim and Aaron Yoon
Using a dataset that classifies firm-level ESG news as positive and negative, we examine how stock prices react to different types of ESG news. We analyze 111,020 firm-day observations for 3,126 companies and find that prices react only to issues identified as... View Details
Keywords: ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Capital; Environment; Sustainability; CSR; Stock Price; Stock Market Expectations; Materiality; Market Reaction; Environmental Sustainability; Governance; Social Issues; Performance; News
Serafeim, George, and Aaron Yoon. "Which Corporate ESG News Does the Market React To?" Financial Analysts Journal 78, no. 1 (2022): 59–78.
- August 1986 (Revised January 1989)
- Teaching Note
Population Services International: The Social Marketing Project in Bangladesh, Teaching Note
Teaching Note for (9-586-013). View Details
- Research Summary
Market Triads: A Theoretical and Empirical Analysis of Market Intermediation (Journal for the Theory of Social Behavior, June 2002)
By: Rakesh Khurana
This paper examines the role of executive search firms in CEO search. The paper argues that the numerical shift from two party market transactions (e.g. buyers and sellers) to three party transactions (e.g. buyers, sellers, and third party) transforms market exchanges... View Details
- Research Summary
Marketing and Competition in Pharmaceutical Markets
In his research on pharmaceutical markets, Professor King explores how marketing and product differentiation affect competition among firms in the prescription market for anti-ulcer drugs. Four main results emerge from an analysis of antiulcer drug sales from 1977 to... View Details
- 31 Aug 2010
- Working Paper Summaries
Multinational Firms, Labor Market Discrimination, and the Capture of Competitive Advantage by Exploiting the Social Divide
- 2014
- Working Paper
Multinational Firms, Labor Market Discrimination, and the Capture of Competitive Advantage by Exploiting the Social Divide
By: Jordan I. Siegel, Lynn Pyun and B.Y. Cheon
The organizational theory of the multinational firm holds that foreignness is a liability, and specifically that lack of embeddedness in host-country social networks is a source of competitive disadvantage; meanwhile the literature on labor market discrimination... View Details
Keywords: Prejudice and Bias; Human Capital; Selection and Staffing; Multinational Firms and Management; Competitive Advantage; Markets; Profit; Gender; South Korea
Siegel, Jordan I., Lynn Pyun, and B.Y. Cheon. "Multinational Firms, Labor Market Discrimination, and the Capture of Competitive Advantage by Exploiting the Social Divide." Harvard Business School Working Paper, No. 11-011, August 2010. (Revised February 2014.)
- Article
On Derivatives Markets and Social Welfare: A Theory of Empty Voting and Hidden Ownership
By: Jordan M. Barry, John William Hatfield and Scott Duke Kominers
In the past twenty-five years, derivatives markets have grown exponentially. Large, modern derivatives markets increasingly enable investors to hold economic interests in corporations without owning voting rights, and vice versa. This leads to both empty... View Details
Barry, Jordan M., John William Hatfield, and Scott Duke Kominers. "On Derivatives Markets and Social Welfare: A Theory of Empty Voting and Hidden Ownership." Virginia Law Review 99, no. 6 (October 2013): 1103–1168.
- June 1990
- Teaching Note
Population Services International: The Social Marketing Project in Bangladesh (Abridged), Teaching Note
By: James E. Austin and Tomas Otto Kohn
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)