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- All HBS Web (512)
- Faculty Publications (68)
Show Results For
- All HBS Web (512)
- Faculty Publications (68)
- 08 Nov 2018
- HBS Seminar
Jun Li, University of Michigan Ross School of Business
- 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
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.
- 16 Jan 2015
- News
Price Protection Report: Credit Cards Shielding You From Price Drops
- March 2011 (Revised December 2012)
- Case
Demand Media
By: John Deighton and Leora Kornfeld
Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry
Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
- Research Summary
Overview
By: Jill J. Avery
I love brands and have been managing them and studying them for 25 years, as a brand manager and as an academic researcher and teacher. My research program focuses on brand management and customer relationship management and centers on themes relating to the meaning of... View Details
- 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
Farronato, Chiara, Andrey Fradkin, and Chris Karr. "Webmunk: A New Tool for Studying Online Behavior and Digital Platforms." NBER Working Paper Series, No. 32694, July 2024.
- 30 Sep 2016
- News
Google Is Ripe for Trump’s Sore-Loser Conspiracy Theories
- 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
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- 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
Handel, Benjamin, and Joshua Schwartzstein. "Frictions or Mental Gaps: What's Behind the Information We (Don't) Use and When Do We Care?" Journal of Economic Perspectives 32, no. 1 (Winter 2018): 155–178.
- 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
- 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
Edelman, Benjamin, and Julian Wright. "Price Coherence and Adverse Intermediation." Harvard Business School Working Paper, No. 14-052, December 2013. (Revised March 2014. Supplemental appendix.)
- 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
- 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
- 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
- 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
- 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
Elberse, Anita. "Should You Invest in the Long Tail?" HBS Centennial Issue Harvard Business Review 86, nos. 7/8 (July–August 2008): 88–96. (HBS Centennial Issue.)
- 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
- 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
Zhang, Mengxia, and Isamar Troncoso. "Beyond the Hype: Unveiling the Marginal Benefits of 3D Virtual Tours in Real Estate." Harvard Business School Working Paper, No. 24-003, July 2023.
- 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
- 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