Publications

November 2021
Article

A Salient Sugar Tax Decreases Sugary Drink Buying

By: Grant E. Donnelly, Paige Guge, Ryan Howell and Leslie John

Many governments have introduced sugary drink excise taxes to reduce purchasing and consumption of such drinks; however, they do not typically stipulate how such taxes should be communicated at point-of-purchase. Historical, field, and experimental data entailing over... View Details

Keywords: Decision-making; Open Data; Open Materials; Preregistered; Health; Policy; Taxation; Consumer Behavior; Decision Making

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07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research by HBS professor Thales S. Teixeira offers a simple, inexpensive solution... View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

19 Sep 2006
First Look

First Look: September 19, 2006

MaterialsChina: To Float or Not To Float? (F)- Alcatel and Strong Chinese Competition Harvard Business School Case 706-036 The Chinese operations of Alcatel, a global communications solution provider based in France, were faced with... View Details

Keywords: Sean Silverthorne

May 2022
Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

Research Summary

Moving Beyond Direct-to-Consumer

By: Leonard A. Schlesinger

Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

The... View Details

12 Oct 1999
Research & Ideas

It Came in the First Ships: Capitalism in America

long-term business histories of all other large countries, has been one of intense and incessant competition. Americans have persistently shown themselves willing to follow market forces with relatively little hesitation. In the early... View Details

Keywords: by Thomas K. McCraw

2016
Working Paper

Refugee Resettlement

By: David Delacretaz, Scott Duke Kominers and Alexander Teytelboym

Over 100,000 refugees are permanently resettled from refugee camps to hosting countries every year. Nevertheless, refugee resettlement processes in most countries are ad hoc, accounting for neither the priorities of hosting communities nor the preferences of refugees... View Details

Keywords: Refugees; Marketplace Matching; Mathematical Methods

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30 Jan 2007
First Look

First Look: January 30, 2007

they can adapt and adopt institutional practices already legitimized by counterpart industries in other parts of the world. The paper builds on existing community ecology and social movement perspectives on industry emergence and... View Details

Keywords: Martha Lagace

27 Jul 2009
Research & Ideas

Social Network Marketing: What Works?

When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral campaign. New research by Harvard Business School professor Sunil Gupta suggests that... View Details

Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail

February 2017 (Revised September 2017)
Case

Bringing Digital to Wimbledon

By: John T. Gourville and David Arnold

It was mid-December 2016 as Alexandra (Alex) Willis read with satisfaction that The All England Lawn Tennis & Croquet Club (AELTC) had won yet another award for its use of social media to reach its fan base. As the organizer and host of “The Championships, Wimbledon,”... View Details

Keywords: Wimbledon; London; Digital; Marketing; Marketing Communications; Online Technology

26 Mar 2013
First Look

First Look: March 26

Publications International Marketing Review Achievement Motivation, Strategic Orientations and Business Performance in Entrepreneurial Firms: How Different Are Japanese and American Founders? By: Deshpandé, Rohit, Amir Grinstein, Elie... View Details

Keywords: Sean Silverthorne

31 Oct 2023
Research & Ideas

Beyond the 'Business Case' in DEI: 6 Steps Toward Meaningful Change

because it leads to disconnects at two levels: Individually, it can make leaders exhibit more bias. Organizationally, it does not move leaders to confront biased HR systems and corporate cultures. What this means is that a company might View Details

Keywords: by Katherine Hutt Scott and Barbara DeLollis

24 Oct 2023
Research & Ideas

When Tech Platforms Identify Black-Owned Businesses, White Customers Buy

businesses,” the study says. White people are supporting Black businesses To determine the source of the demand for Black-owned restaurants on Yelp, the team studied data from sources including: The US Census Bureau’s American Community... View Details

Keywords: by Jay Fitzgerald; Food & Beverage

January 2006 (Revised December 2006)
Case

Wal-Mart's Business Environment

By: Felix Oberholzer-Gee

In 2004, Wal-Mart Stores, Inc. proposed to build a new supercenter in Inglewood, a low-income community near Los Angeles. The proposal was a part of Wal-Mart's strategy to bring its supercenter format to California. Introduced in the late 1980s, supercenters added a... View Details

Keywords: Goals and Objectives; Expansion; Market Entry and Exit; Corporate Strategy; Labor Unions; Conflict and Resolution; Retail Industry; Los Angeles

07 Feb 2012
First Look

First Look: February 7

2011) Abstract In this paper, we assess the economic viability of innovation by producers relative to two increasingly important alternative models: innovations by single-user individuals or firms and open collaborative innovation. We analyze the design costs and... View Details

Keywords: Sean Silverthorne

16 Feb 2024
Research & Ideas

As AI Upends Recruiting, Job Seekers Need a Waze App for Careers

create programs where you're working with younger people in a work-based learning setting,” Fuller says. Those can include apprenticeships, paid internships, co-op programs with community colleges, and other avenues to tap people that... View Details

Keywords: by Rachel Layne; Information Technology; Technology

January 2023
Case

Proday: Calling the Right Play

By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn

Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that... View Details

Keywords: Social Media; Entrepreneurship; Advertising; Digital Marketing; Product Launch; Social Marketing; Failure; Sports; Applications and Software; Business Startups; Technology Industry; United States