Publications

Educators

2024
Working Paper

Webmunk: A New Tool for Studying Online Behavior and Digital Platforms

By: Chiara Farronato, Andrey Fradkin and Chris Karr

Understanding the behavior of users online is important for researchers, policymakers, and private companies alike. But observing online behavior and conducting experiments is difficult without direct access to the user base and software of technology companies. We... View Details

Keywords: Policy; Technology Adoption; Behavior; Research; Consumer Behavior; Internet and the Web

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30 Sep 2016
News

Google Is Ripe for Trump’s Sore-Loser Conspiracy Theories

March 2016
Supplement

Advertising Experiments at RestaurantGrades

By: Weijia Dai, Hyunjin Kim and Michael Luca

This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The... View Details

Keywords: Experimental Methods; Analytics; Web Technology; Marketing; Digital Marketing; Analysis; Performance Effectiveness; Social Media

2017
Article

Frictions or Mental Gaps: What's Behind the Information We (Don't) Use and When Do We Care?

By: Benjamin Handel and Joshua Schwartzstein

Consumers suffer significant losses from not acting on available information. These losses stem from frictions such as search costs, switching costs, and rational inattention, as well as what we call mental gaps resulting from wrong priors/worldviews, or relevant... View Details

Keywords: Information; Consumer Behavior

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2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

South Africa and spread worldwide, how Lipton tea became the world's biggest tea brand, the origins of the sensual Magnum ice cream, and how Pond's Cream became a Unilever brand. The story behind the brands has been presented also. Dove and Sunsilk, Omo and Surf, Rama... View Details

Keywords: by Geoffrey Jones; Consumer Products

2014
Working Paper

Price Coherence and Adverse Intermediation

By: Benjamin Edelman and Julian Wright

Suppose an intermediary provides a benefit to buyers when they purchase from sellers using the intermediary's technology. We develop a model to show that the intermediary will want to restrict sellers from charging buyers more for transactions it intermediates. We show... View Details

Keywords: Intermediaries; Platforms; Two-Sided Markets; Price Coherence; Price; Two-Sided Platforms; Distribution Channels

SSRN

22 May 2024
HBS Case

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

Businesses that dismiss TikTok as merely a platform for teenagers looking to create and consume cat and dance videos do so at their own peril. That’s the message of a Harvard Business School case study tracing the video-sharing app’s... View Details

Keywords: by Rachel Layne; Technology

05 Sep 2007
First Look

First Look: September 5, 2007

Working PapersDesigning a Two-Sided Platform: When to Increase Search Costs? Authors:Andrei Hagiu and Bruno Jullien Abstract We propose a model for analyzing an intermediary's incentives to increase the View Details

Keywords: Martha Lagace

Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

25 Jun 2018
Blog Post

The Internship Search: “Is this just a personal interest, or is there a real professional opportunity here?”

Aaron Scheinfeld, MBA 2019, did not launch a formal search for his summer internship. Yet he found an opportunity he is excited about, largely by pursuing the interests that come naturally to him. After two years with Morgan Stanley’s... View Details

Keywords: Consumer Products / Retail

Career Coach

Aaron Mitchell

Aaron (HBS '11) has spent his career building expertise in Human Capital Management for Consumer Packaged Goods and Financial Services firms in the United States and Asia. He is currently the Head of Talent for MassMutal, a Fortune 100... View Details

July – August 2008
Article

Should You Invest in the Long Tail?

By: Anita Elberse

The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details

Keywords: Demand and Consumers; Distribution Channels; Sales; Marketing Strategy; Online Technology; Motion Pictures and Video Industry; Music Industry; Retail Industry

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2023
Working Paper

Beyond the Hype: Unveiling the Marginal Benefits of 3D Virtual Tours in Real Estate

By: Mengxia Zhang and Isamar Troncoso

3D virtual tours (VTs) have become a popular digital tool in real estate platforms, enabling potential buyers to virtually walk through the houses they search for online. In this paper, we study home sellers’ adoption of VTs and the VTs’ relative benefits compared to... View Details

Keywords: Marketing; AI and Machine Learning; Technology Adoption; Real Estate Industry

SSRN

Career Coach

Doug Lester

Doug’s approach to career and executive coaching is informed by over ten years in marketing, digital, and general management roles at Johnson & Johnson and other Fortune 500 companies. He offers perspective as a former executive recruiter and often counsels alumni on... View Details

Keywords: Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products

07 Nov 2005
What Do You Think?

Is Less Becoming More?

Summing Up Less is increasingly more, at least in the minds of customers, according to nearly every respondent to this month's column. However, some cite product complexity as the cause of rising real and psychological consumer... View Details

Keywords: by James Heskett; Consumer Products

January 2010 (Revised April 2011)
Case

Google Inc.

By: Benjamin Edelman and Thomas R. Eisenmann

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. One... View Details

Keywords: Digital Marketing; Business Model; Growth and Development Strategy; Network Effects; Mission and Purpose; Expansion; Internet and the Web; Information Technology Industry

Educators