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  • 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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  • 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
Keywords: Marketing; AI and Machine Learning; Technology Adoption; Real Estate Industry
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  • 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
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  • 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
  • March 2023
  • Case

Best Buy: Renew Blue (A)

By: Sunil Gupta, Dave Habeeb and Amram Migdal
Preabstract: The A Video Case should be assigned to students in advance of class. The B case is intended to be used in class by educators and the C case can be assigned to students during or after class. The product is designed as a low-prep case for students, with... View Details
Keywords: Job Offer; Management Succession; Personal Development and Career; Business or Company Management; Leadership; Selection and Staffing; Retail Industry
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  • 03 Dec 2007
  • Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

The past 10 years have seen some level of this direct marketing model bear out. But according to an HBS working paper to be published in the Journal of Interactive Marketing, consumers are using technology to learn about marketers, rather... View Details
Keywords: by Julia Hanna; Publishing; Advertising
  • 27 Jun 2024
  • Research & Ideas

Gen AI Marketing: How Some 'Gibberish' Code Can Give Products an Edge

It’s the new way of comparison shopping in the age of large language models (LLM): Tapping into AI-driven search engines for research and advice on which products to buy. But can consumers trust the... View Details
Keywords: by Ben Rand; Technology
  • Forthcoming
  • Article

Who Benefits from Online Gig Economy Platforms?

By: Christopher T. Stanton and Catherine Thomas
Online labor platforms for short-term, remote work have many more job seekers than available jobs. Despite their relative abundance, workers capture a substantial share of the surplus from transactions. We draw this conclusion from demand estimates that imply workers'... View Details
Keywords: Gig Economy; Knowledge Workers; Online Platforms; Job Search; Governing Rules, Regulations, and Reforms; Wages; Demand and Consumers
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  • January 2024 (Revised February 2024)
  • Exercise

Travelogo: Understanding Customer Journeys

By: Eva Ascarza, Nicolas Padilla and Oded Netzer
In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation... View Details
Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
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  • 16 Apr 2009
  • Working Paper Summaries

Gray Markets and Multinational Transfer Pricing

Keywords: by Romana L. Autrey & Francesco Bova
  • 13 Oct 2015
  • First Look

October 13, 2015

consumer welfare if the internal content is inferior to organic search results. In this paper, we provide a legal and empirical analysis of this practice in the domain of online reviews. We first identify... View Details
  • 13 Jan 2012
  • Working Paper Summaries

Intermediaries for the IP Market

Keywords: by Andrei Hagiu & David Yoffie
  • 03 Mar 2008
  • Research & Ideas

Marketing Your Way Through a Recession

need to know more than ever how consumers are redefining value and responding to the recession. Price elasticity curves are changing. Consumers take more time searching for... View Details
Keywords: by John Quelch
  • 26 Feb 2013
  • First Look

First Look: Feb. 26

multivariate time series model to investigate the interaction between paid search and display ads and calibrated the model using data from a large commercial bank that uses online ads to acquire new checking account customers. We find... View Details
Keywords: Sean Silverthorne
  • 04 Jun 2013
  • First Look

First Look: June 4

http://ssrn.com/abstract=1625503 iPosture: The Size of Electronic Consumer Devices Affects Our Behavior By: Bos, Maarten W., and Amy J.C. Cuddy Abstract—We examined whether incidental body posture, prompted by working on electronic... View Details
Keywords: Sean Silverthorne
  • 05 Jun 2019
  • Research & Ideas

If Your Customers Don't Care What You Charge, What Should You Charge?

An estimated 60 percent of retail gasoline customers return to the same gas station to refuel, without comparison shopping, according to a recent study. Driven by factors such as habit, brand loyalty, switching costs, and search (which... View Details
Keywords: by Kristen Senz; Energy
  • Research Summary

Social Learning

One major area of my research is social learning: the ways and extent to which people discover what they want and need from the behavior and opinions of others.  Social learning takes many forms.  Probably most obvious is word of mouth—the advice and... View Details

  • 19 Nov 2009
  • Working Paper Summaries

Management and the Financial Crisis (We Have Met the Enemy and He is Us …)

Keywords: by William A. Sahlman
  • 10 Sep 2008
  • Research & Ideas

Long-Tail Economics? Give Me Blockbusters!

you can make money in many creative industries by selling specialized products to niche markets identified via the Internet. For example, the new CEO of GlaxoSmithKline, the pharmaceuticals giant, likens the search for blockbusters to... View Details
Keywords: by John Quelch; Entertainment & Recreation; Pharmaceutical

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