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Show Results For
- All HBS Web
(4,396)
- People (8)
- News (811)
- Research (2,849)
- Events (12)
- Multimedia (12)
- Faculty Publications (1,724)
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- August 2011
- Teaching Note
The Dannon Company: Marketing and Corporate Social Responsibility (TN) (A) and (B)
By: Christopher Marquis
Teaching Note for 410-121 and 412-047. View Details
Keywords: Food and Beverage Industry
- September 2020 (Revised July 2022)
- Technical Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeting; Targeted Advertising; Pricing Algorithms; Ethical Decision Making; Customer Heterogeneity; Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Marketing Communications; Analytics and Data Science; Analysis; Decision Making; Ethics; Customer Relationship Management; E-commerce; Retail Industry; Apparel and Accessories Industry; United States
Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Technical Note 521-020, September 2020. (Revised July 2022.)
- Research Summary
Challenging Conditions, Social Networks, and the Success of Academic Research in Marketing
with Elie Ofek and Stav Rosenzweig View Details
- 09 Feb 2007
- Working Paper Summaries
Do Corporate Social Responsibility Ratings Predict Corporate Social Performance?
- 02 Jun 2014
- Research & Ideas
Excerpt: ‘A Social Strategy’
these actions actually translate into dollars and cents." That answer usually stops budget increases in their tracks; soon after, social efforts become just another box to check in the company's marketing... View Details
- 2020
- Working Paper
Sex Selection and the Indian Marriage Market
I consider the widespread phenomenon of sex ratios skewed by parental preference. Edlund (1999) proposes that if parents prefer sons and permit only women to marry up in social class, sexes will segregate by wealth in equilibrium. Using data on 30,000 Indian children,... View Details
Keywords: Sex Selection; Marriage Market; Bargaining Power; Gender; Information Technology; Household; Outcome or Result; India
Hussam, Reshmaan N. "Sex Selection and the Indian Marriage Market." Harvard Business School Working Paper, No. 18-029, September 2017. (Revised October 2020.)
- February 2018
- Article
Financial Disclosure and Market Transparency with Costly Information Processing
By: Marco Di Maggio and Marco Pagano
We study a model where some investors (“hedgers”) are bad at information processing, while others (“speculators”) have superior information-processing ability and trade purely to exploit it. The disclosure of financial information induces a trade externality: if... View Details
Keywords: Financial Disclosure; Information Processing; Liquidity; Market Transparency; Rational Inattention; Information; Financial Liquidity; Knowledge Use and Leverage; Corporate Disclosure; Financial Markets; Investment
Di Maggio, Marco, and Marco Pagano. "Financial Disclosure and Market Transparency with Costly Information Processing." Review of Finance 22, no. 1 (February 2018): 117–153.
- April 2012 (Revised March 2014)
- Case
Social Strategy at Nike
By: Mikolaj Jan Piskorski and Ryan Johnson
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional"... View Details
Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry
Piskorski, Mikolaj Jan, and Ryan Johnson. "Social Strategy at Nike." Harvard Business School Case 712-484, April 2012. (Revised March 2014.)
- 2014
- Book
A Social Strategy: How We Profit from Social Media
By: Mikolaj Jan Piskorski
Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our lives—from... View Details
Piskorski, Mikolaj Jan. A Social Strategy: How We Profit from Social Media. Princeton University Press, 2014.
- Teaching Interest
Managing Social Enterprise (MSE)
This course examines how to create, develop and scale high-performing social enterprises - be they nonprofit, for-profit, or hybrid organizations. Unlike the business world where most stakeholders agree on the definition of success and are driven by market forces,... View Details
- November 2006 (Revised December 2012)
- Background Note
Strategies Beyond the Market
By: Felix Oberholzer-Gee and Dennis Yao
Strategists are not alone in finding failing markets irresistible. Governments and social groups ranging from unions to the World Wildlife Fund also respond to market failures. Governments typically seek to fix failing markets, often with prescriptions of what... View Details
Keywords: Markets; Failure; Strategy; Situation or Environment; Social Issues; Government and Politics; Corporate Social Responsibility and Impact
Oberholzer-Gee, Felix, and Dennis Yao. "Strategies Beyond the Market." Harvard Business School Background Note 707-469, November 2006. (Revised December 2012.)
- September 2014
- Module Note
The Development of the Markets for Natural, Organic, and Health Foods in the U.S.
By: Mukti Khaire and Eleanor Kenyon
Discourses on the links between eating, health, and social standing in America have deep roots. As mechanisms of food production, distribution and storage were developed in the nineteenth century, Americans began receiving information about what to and not-to eat, from... View Details
Khaire, Mukti, and Eleanor Kenyon. "The Development of the Markets for Natural, Organic, and Health Foods in the U.S." Harvard Business School Module Note 815-054, September 2014.
- 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
- December 2009
- Teaching Note
Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good (TN)
By: Rosabeth M. Kanter and Matthew Bird
Teaching Note for [310010]. View Details
- 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... View Details
- Teaching Interest
Social Entrepreneurship and Innovation
Combining the tools of philanthropy, business and advocacy (or mission, margin and mandate), social entrepreneurs have tackled long-standing societal issues like teacher training, college access, global public health, renewable energy and sanitation. Social... View Details
- 16 Jul 2014
- HBS Case
Marketing Obamacare
healthcare legislation in the US ensured that it would be complex and tough to sell to the public, Quelch says. But that was just the problem: Congress and the Obama Administration didn't sell it. "Fundamentally, it's a marketing... View Details
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
business performance. Even with these advances, marketers still do a surprisingly poor job of marketing Marketing. They do not appreciate, let alone articulate, the economic and View Details
- January 2019 (Revised February 2024)
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia, 217–238. Review of Marketing Research. Emerald Publishing Limited, 2023.