Internet Marketing - Publications - Faculty & Research - Harvard Business School

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01 Apr 2000
News

At Cyberposium, Amazon's Bezos Debunks Internet Myths

house of some one thousand participants. After attributing the giant bookseller's success to its focus on the customer, Bezos set out to debunk seven "big myths of the Internet." Myth #1: The Internet changes everything. Not really,... View Details

February 2011 (Revised February 2012)
Case

Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers

Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details

Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry

12 Mar 2008
Working Paper Summaries

Allocating Marketing Resources

Keywords: by Sunil Gupta & Thomas J. Steenburgh

November 2014
Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively

Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details

Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry

October 1999 (Revised March 2000)
Case

HP Consumer Products Business Organization: Distributing Printers via the Internet

By: Rajiv Lal, Kirthi Kalyanam, Shelby Mc Intyre and Edie Prescott

In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the Hewlett-Packard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group... View Details

Keywords: Decision Choices and Conditions; Marketing Channels; Business Processes; Problems and Challenges; Partners and Partnerships; Sales; Business Strategy; Information Technology; Consumer Products Industry

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

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2016
Article

Peer-to-Peer Markets

By: Liran Einav, Chiara Farronato and Jonathan Levin

Peer-to-peer markets such as eBay, Uber, and Airbnb allow small suppliers to compete with traditional providers of goods or services. We view the primary function of these markets as making it easy for buyers to find sellers and engage in convenient, trustworthy... View Details

Keywords: Peer-to-peer; Online Platforms; Matching; Innovation; Digital Platforms; Marketplace Matching; Market Design; Internet and the Web; Technology Adoption; Network Effects; Market Entry and Exit

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2015
Book

How the Internet Became Commercial: Innovation, Privatization, and the Birth of a New Network

By: Shane Greenstein

In less than a decade, the Internet went from being a series of loosely connected networks used by universities and the military to the powerful commercial engine it is today. This book describes how many of the key innovations that made this possible came from... View Details

January 2000 (Revised June 2000)
Case

Alloy.com: Marketing to Generation Y

By: John A. Deighton and Gil McWilliams

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details

Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry

November 2021 (Revised December 2022)
Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli

Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details

2021
Working Paper

Hunting for Talent: Firm-Driven Labor Market Search in the United States

By: Ines Black, Sharique Hasan and Rembrand Koning

This article analyzes the phenomenon of firm-driven labor market search—or outbound recruiting—where recruiters are increasingly “hunting for talent” rather than passively relying on workers to search for and apply to job vacancies. Our research methodology leverages... View Details

Keywords: Hiring; Referrals; Outbound Recruiting; Labor Markets; Selection and Staffing; Networks; Recruitment; Strategy; United States

01 Oct 2000
News

After the Revolution: Putting the Internet in Perspective

what's going on in business," Nolan noted. "We have never lived through anything like this." With that, Nolan opened his discussion of the profound changes that computers -- and now the Internet -- have wrought on the way business is... View Details

Keywords: Margie Kelley

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

By: Youngme E. Moon

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

August 2004 (Revised August 2005)
Background Note

Online Auction Markets

eBay, Yahoo!, and Amazon.com entered the online auction market within four years of one another, along with a host of smaller Web sites. Five years later, eBay clearly outstripped its competitors, despite the fact that Yahoo! and Amazon both had a huge installed base... View Details

Keywords: Internet and the Web; Auctions; Network Effects

30 Nov 2010
Working Paper Summaries

Sponsored Links’ or ’Advertisements’?: Measuring Labeling Alternatives in Internet Search Engines

Keywords: by Benjamin Edelman & Duncan S. Gilchrist; Advertising; Technology

2010
Article

Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

By: Feng Zhu and Michael Zhang

This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games... View Details

Keywords: Internet Marketing; Online Consumer Reviews; Word Of Mouth; Long Tail; Internet and the Web; Marketing Reference Programs; Digital Marketing; Video Game Industry

winter 2005
Article

An Experimental Analysis of Ending Rules in Internet Auctions

By: Dan Ariely, Axel Ockenfels and A. E. Roth

Keywords: Theory; Governing Rules, Regulations, and Reforms; Internet and the Web; Auctions

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29 May 2001
Research & Ideas

Howard Stevenson on the Lessons of the Internet Era

landscape presents a world of possibility. "We're seeing a world that will open up opportunities in ways unimagined," Stevenson told alumni at the HBS 2001 Global Alumni Conference. In a lively discussion entitled, "What An Old Guy Learned From the View Details

Keywords: by Sean Silverthorne

October 2018 (Revised July 2019)
Case

Sidewalk Labs: Privacy in a City Built from the Internet Up

By: Leslie K. John, Mitchell Weiss and Julia Kelley

Email mking@hbs.edu for a courtesy copy.

By the time Dan Doctoroff, CEO of Sidewalk Labs, began hosting a Reddit “Ask Me Anything” session in January 2018, he had only nine months remaining to convince the people... View Details

November 1998 (Revised February 1999)
Case

Bolsa de Valores de Guayaquil (BVG): Reaching Worldwide Investors Through the Internet

By: Lynda M. Applegate, Ramiro Montealegre, Dusya Vera and Karen Barone

The Guayaquil Stock Exchange developed a Web site to provide information about the market in Ecuador. Though the system provided some dynamic information for potential investors and allowed for some transactions to occur via the Internet, it had not at the time of the... View Details

Keywords: Stocks; Foreign Direct Investment; Emerging Markets; Internet; Technology Industry; Ecuador

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