Publications

Find at Harvard

Read Now

February 2001
Case

BarnesandNoble.com (B)

By: Jeffrey F. Rayport, Dickson Louie and William A. Sahlman

At the end of 1998, Jonathan Bulkeley, the newly-named CEO of barnesandnoble.com, is faced with a challenge. As the second leading online bookseller behind Amazon.com, barnesandnoble.com must build its market share. With Forrester Research predicting that the online... View Details

Keywords: Internet and the Web; Marketing Strategy; Publishing Industry

March 2005
Case

Chicago Board Options Exchange (CBOE), The

By: George C. Chacko, Anders Sjoman, Daniela Beyersdorfer and George Robert Nelson

The Chicago Board Options Exchange (CBEO) must decide how to respond to new competition in the market for financial options. Options have typically been a very liquid asset class, despite the fact that many single-name options are listed on the CBOE, the second largest... View Details

Keywords: Internet and the Web; Financial Liquidity; Financial Markets; Financial Services Industry; Chicago

2020
Working Paper

Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?

By: Alvin J. Silk and Ernst R. Berndt

The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications... View Details

Keywords: Economy; Advertising; Spending; Media

Find at Harvard

Read Now

13 Feb 2007
First Look

First Look: February 13, 2007

isolate the effects of channel expansion. We argue for advantages to using zip code level data for methodological and consumer data privacy reasons. Download the paper: http://www.hbs.edu/research/pdf/07-043.pdf Multinational Firms, FDI Flows and Imperfect Capital... View Details

Keywords: Martha Lagace

July–August 2024
Article

Navigating the Future of Online Advertising with WEB3

By: Frank V. Cespedes and Ben Plomion

or years, digital ad spend was a steadily growing portion of marketing budgets. But online advertising faces challenges that mean a transformative shift in digital marketing. Meanwhile, so-called “Web3” has emerged as a medium that can change ad spend and how personal... View Details

Keywords: Internet and the Web; Advertising; Digital Marketing

Read Now

Web

Browse All Articles, Research, & Case Studies - HBS Working Knowledge

Research & Ideas Charting the US-China Trade War: What Does 'Made in Vietnam' Mean? by Ana Elena Azpúrua Chinese companies have been evading US tariffs by shipping goods through Vietnam, but not to the degree that the headlines would... View Details

05 Apr 2017
Research & Ideas

For Women Especially, It Pays to Know What Car Repairs Should Cost

Quotes, published in the February issue of Journal of Marketing Research. The large-scale field experiment investigated whether price expectations of consumers--male or female--can influence the final price. The answer: yes. The... View Details

Keywords: by Wendy Guild Swearingen; Auto; Service

March 2011 (Revised July 2011)
Case

Vestas' World of Wind

By: Thomas J. Steenburgh and Elena Corsi

The wind turbine manufacturer Vestas launched the industry's first highly localized and customized new product launch campaigns which used also new tools such as web 2.0 platforms. Used to operate in a market where demand exceeded supply, Vestas had lost contact with... View Details

Keywords: Customer Focus and Relationships; Marketing Channels; Internet and the Web; Product Launch; Demand and Consumers; Advertising Campaigns; Global Strategy; Customization and Personalization; Business and Stakeholder Relations; Finance; Product Marketing; Technology Adoption; Energy Industry

25 Feb 2002
Research & Ideas

MNCs in Asia: Investing in the Future

The unparalleled size of Asia's markets has always caught the eye of multinational corporations. More recently, as government policies and cultural attitudes in the region continue to evolve, the strategies of multinational companies have... View Details

Keywords: by Julia Hanna

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

provide insights for marketers and the advertising industry. Until as recently as last year, for instance, most Internet advertising had been Web-sponsored, promoting firms such as View Details

Keywords: by Peter K. Jacobs

December 2010 (Revised June 2014)
Supplement

eBay Partner Network — slide supplement

By: Benjamin Edelman

eBay considers adjustments to the structure and rules of its affiliate marketing program, eBay Partner Network (ePN). In particular, eBay reevaluates affiliate compensation structure, the role of bonuses for especially productive affiliates, and the overall rationale... View Details

Keywords: History; Job Cuts and Outsourcing; Internet and the Web; Markets; Marketing Channels; Negotiation Participants; Marketing; Compensation and Benefits; Service Industry

05 Jun 2007
First Look

First Look: June 5, 2007

stake in a number of portfolio companies at Fair Market Value. As they conside whether to exercise their option to purchase Bain Capital's stake in Artisan Entertainment, the company has an extremely successful launch of "The Blair... View Details

Keywords: Martha Lagace

17 Nov 2003
Research & Ideas

The Business of Babies

We prefer to think of babies as cuddly bundles of joy, but they are also products at the center of a multibillion-dollar market in adoptions and scientific conception, a market that few people acknowledge... View Details

Keywords: by Julia Hanna; Health

September 2017 (Revised March 2018)
Case

Chai Point: Disrupting Chai

By: Shikhar Ghosh, Ramana Nanda and Rachna Tahilyani

Chai Point is India’s largest organized chai retailer. It has missed its target for retail store openings by approximately 25%, goals that are very important to its investors who are also board members. However, it has developed an exciting new internet-based tea... View Details

08 Dec 2016
HBS Seminar

Joel Waldfogel, University of Minnesota, Carlson School of Management

12 Mar 2019
Blog Post

What I Learned in the Africa Rising Short Intensive Program

question is that other non-African market participants are also waiting to enter the market. During the program, we learned of the diverse group of Chinese and Indian entrepreneurs (distinct from often... View Details

August 2013 (Revised September 2015)
Case

Coursera

By: Ramon Casadesus-Masanell and Hyunjin Kim

By providing free and open-access online courses at a large scale, Massive Open Online Course (MOOC) platforms seek to innovate the business models of the traditional higher education industry. In a little over a year, Coursera had grown at a rapid rate to emerge as a... View Details

Keywords: Business Models; Strategy; Competition; Business Model; Internet and the Web; Higher Education; Competitive Advantage; Education Industry