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  • All HBS Web  (145)
    • News  (21)
    • Research  (118)
    • Multimedia  (1)
  • Faculty Publications  (77)

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  • All HBS Web  (145)
    • News  (21)
    • Research  (118)
    • Multimedia  (1)
  • Faculty Publications  (77)
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  • April 2015 (Revised March 2017)
  • Case

Instacart and the New Wave of Grocery Startups

By: John Deighton and Leora Kornfeld
Instacart is testing an Uber-style solution to the challenge of building a home-delivered grocery business. It is backed by $220 million of venture funding. Will this model succeed where businessses like Webvan failed? What are the questions that this exploratory... View Details
Keywords: Food Retailing; Outsourced Grocery Delivery; Online Ordering; Dynamic Pricing; Data Analytics; Marketing Strategy; Food; Distribution Channels; Business Startups; Food and Beverage Industry; California
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Deighton, John, and Leora Kornfeld. "Instacart and the New Wave of Grocery Startups." Harvard Business School Case 515-089, April 2015. (Revised March 2017.)
  • 16 Aug 2006
  • Research & Ideas

Is MySpace.com Your Space?

Social networking sites such as MySpace.com are some of the most trafficked on the Web—MySpace had 46 million unique users in June and features nearly 100 million personal profiles posted by users, many of... View Details
Keywords: by Sean Silverthorne; Advertising; Information; Publishing
  • 25 Aug 2003
  • Research & Ideas

Should You Sell Your Digital Privacy?

It's a startling idea: Instead of relying on regulators to protect our privacy against telemarketers, data miners, and consumer companies, we should capitalize on the value of our personal information and... View Details
Keywords: by Manda Salls & Sean Silverthorne; Advertising
  • April 2013 (Revised June 2018)
  • Teaching Note

Amazon, Apple, Facebook, and Google 2018

By: John Deighton and Leora Kornfeld
Keywords: Amazon; Apple; Facebook; Google; Online Platforms; Marketing; E-commerce; Digital Platforms; Digital Marketing
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Deighton, John, and Leora Kornfeld. "Amazon, Apple, Facebook, and Google 2018." Harvard Business School Teaching Note 513-100, April 2013. (Revised June 2018.)
  • 2007
  • Working Paper

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web
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Deighton, John A., and Leora Kornfeld. "Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers." Harvard Business School Working Paper, No. 08-017, September 2007.
  • November 2010 (Revised January 2012)
  • Teaching Note

Sony and the JK Wedding Dance (TN)

By: John A. Deighton and Leora Kornfeld
Teaching Note for 510064. View Details
Keywords: Music Entertainment; Copyright; Situation or Environment; Online Technology; Entertainment and Recreation Industry; Entertainment and Recreation Industry
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Deighton, John A., and Leora Kornfeld. "Sony and the JK Wedding Dance (TN)." Harvard Business School Teaching Note 511-071, November 2010. (Revised January 2012.)
  • 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
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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.
  • 12 Jun 2018
  • First Look

New Research and Ideas, June 12, 2018

https://www.hbs.edu/faculty/Pages/item.aspx?num=52111 Learning to Become a Taste Expert By: Latour, Kathryn A., and John A. Deighton Abstract—Evidence suggests that consumers... View Details
Keywords: Dina Gerdeman
  • Research Summary

Overview

By: John A. Deighton
Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He... View Details
Keywords: Marketing; Media; Information Technology; Advertising Industry; Communications Industry; Consumer Products Industry; Information Technology Industry; Telecommunications Industry; Publishing Industry; North and Central America; Asia; Europe
  • February 2010 (Revised March 2012)
  • Case

Harvard Business School Executive Education: Balancing Online and Offline Marketing

By: John A. Deighton and Leora Kornfeld
How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to... View Details
Keywords: Transition; Marketing Strategy; Budgets and Budgeting; Technology Adoption; Digital Marketing; Resource Allocation; Information Technology Industry
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Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Case 510-091, February 2010. (Revised March 2012.) (request a courtesy copy.)
  • November 2014
  • Article

Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web

By: John A. Deighton and Leora Kornfeld
The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something... View Details
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Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33.
  • April 2014 (Revised May 2014)
  • Teaching Note

Harvard Business School Executive Education: Balancing Online and Offline Marketing

By: John A. Deighton and Leora Kornfeld
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Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Teaching Note 514-123, April 2014. (Revised May 2014.)
  • November 2018 (Revised February 2019)
  • Teaching Plan

Gimlet Media: A Podcasting Startup

By: John Deighton and Leora Kornfeld
When digital distribution becomes an option for an analog industry, the effects on the incumbents can be devastating. Is podcasting the beginning of the end of radio? Can it do what streaming video did to television and websites did to print? Two former public radio... View Details
Keywords: Platforms And Ecosystems; Startup; Creative Industries; Digital Marketing; Podcasting; Business Startups; Media; Entertainment; Growth and Development Strategy; Digital Platforms; United States
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Deighton, John, and Leora Kornfeld. "Gimlet Media: A Podcasting Startup." Harvard Business School Teaching Plan 919-405, November 2018. (Revised February 2019.)
  • 21 Aug 2017
  • Lessons from the Classroom

Companies Love Big Data But Lack the Strategy To Use It Effectively

design. Deighton discussed how new sources of data starting to be generated by the Internet of Things will impact the advertising-based hegemony of Google, Amazon, and... View Details
Keywords: by Dina Gerdeman
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

empowered by giving them opportunities to share ideas, as Lay’s has done by asking its customers to vote on the chip flavor the brand should create next. “This is a new trend, View Details
Keywords: by Dina Gerdeman; Advertising; Technology
  • March 2019
  • Case

Wattpad

By: John Deighton and Leora Kornfeld
How to run a platform to match four million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and filmmakers and book publishers. The case describes the challenges of matching readers to stories and of helping writers... View Details
Keywords: Platform Businesses; Creative Industries; Publishing; Data Science; Machine Learning; Collaborative Filtering; Women And Leadership; Managing Data Scientists; Big Data; Recommender Systems; Digital Platforms; Information Technology; Intellectual Property; Analytics and Data Science; Entertainment and Recreation Industry; Entertainment and Recreation Industry; Canada; United States; Philippines; Viet Nam; Turkey; Indonesia; Brazil
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Deighton, John, and Leora Kornfeld. "Wattpad." Harvard Business School Case 919-413, March 2019.
  • 13 Nov 2013
  • Research & Ideas

Should Men’s Products Fear a Woman’s Touch?

after the launch of the Cayenne. While she hadn't set out to focus on gender specifically, she found that gender dominated the discussions about the new vehicle. (The Cayenne launch became the basis of an HBS teaching case that Avery cowrote with Professor View Details
Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto
  • April 14, 2017
  • Article

Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It

By: John A. Deighton
United Airlines has pledged to improve its training programs and empower its employees to put customers first in the wake of a video showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and... View Details
Keywords: Crisis Management; Customer Focus and Relationships; Employees; Training; Air Transportation Industry
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Deighton, John A. "Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It." Harvard Business Review (website) (April 14, 2017).
  • 04 May 2016
  • What Do You Think?

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

recognition. But unless its users are willing to cede some control over their brands, it can create dilemmas. A story by Dina Gerdeman that appeared on this site last year featured advice by Harvard Business... View Details
Keywords: by James Heskett; Advertising
  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

papers about "The Value of a Free Customer" and "The Value of a Customer in a Social Networked World." Thomas Steenburgh: I am spending time thinking of a few different things. I have a working paper with a few graduates from our DBA... View Details
Keywords: by Sean Silverthorne
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