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  • All HBS Web  (142)
    • News  (21)
    • Research  (120)
    • Multimedia  (1)
  • Faculty Publications  (77)

Show Results For

  • All HBS Web  (142)
    • News  (21)
    • Research  (120)
    • Multimedia  (1)
  • Faculty Publications  (77)
← Page 4 of 142 Results →
  • March 2019
  • Case

Wattpad

By: John Deighton and Leora Kornfeld
How to run a platform to match four million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and filmmakers and book publishers. The case describes the challenges of matching readers to stories and of helping writers... View Details
Keywords: Platform Businesses; Creative Industries; Publishing; Data Science; Machine Learning; Collaborative Filtering; Women And Leadership; Managing Data Scientists; Big Data; Recommender Systems; Digital Platforms; Information Technology; Intellectual Property; Analytics and Data Science; Entertainment and Recreation Industry; Entertainment and Recreation Industry; Canada; United States; Philippines; Viet Nam; Turkey; Indonesia; Brazil
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Deighton, John, and Leora Kornfeld. "Wattpad." Harvard Business School Case 919-413, March 2019.

    Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies

    Speaker's Box, Journal of Advertising Research
    “Speaker’s Box” invites academics and practitioners to identify potential areas of research affecting marketing and advertising. Its intention is to bridge the gap between the length... View Details
    • April 14, 2017
    • Article

    Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It

    By: John A. Deighton
    United Airlines has pledged to improve its training programs and empower its employees to put customers first in the wake of a video showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and... View Details
    Keywords: Crisis Management; Customer Focus and Relationships; Employees; Training; Air Transportation Industry
    Citation
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    Deighton, John A. "Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It." Harvard Business Review (website) (April 14, 2017).
    • Research Summary

    Consumer's Relationships with Technologies

     

    Susan M. Fournier is involved with two lines of research investigating consumers' relationships with technological products. The first project (with Professor David Mick of the University of Wisconsin) concerns 'everyday technologies' such as... View Details

    • 13 Nov 2013
    • Research & Ideas

    Should Men’s Products Fear a Woman’s Touch?

    after the launch of the Cayenne. While she hadn't set out to focus on gender specifically, she found that gender dominated the discussions about the new vehicle. (The Cayenne launch became the basis of an HBS teaching case that Avery cowrote with Professor View Details
    Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto
    • 19 Oct 2021
    • News

    “No-Code” Miracle for Startups

    • 21 Aug 2017
    • Lessons from the Classroom

    Companies Love Big Data But Lack the Strategy To Use It Effectively

    design. Deighton discussed how new sources of data starting to be generated by the Internet of Things will impact the advertising-based hegemony of Google, Amazon, and... View Details
    Keywords: by Dina Gerdeman
    • 27 Aug 2018
    • News

    How to think like a gourmet

    • 04 May 2016
    • What Do You Think?

    What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

    recognition. But unless its users are willing to cede some control over their brands, it can create dilemmas. A story by Dina Gerdeman that appeared on this site last year featured advice by Harvard Business... View Details
    Keywords: by James Heskett; Advertising
    • 21 Jul 2008
    • Research & Ideas

    Solving the Marketing Resources Allocation Puzzle

    papers about "The Value of a Free Customer" and "The Value of a Customer in a Social Networked World." Thomas Steenburgh: I am spending time thinking of a few different things. I have a working paper with a few graduates from our DBA... View Details
    Keywords: by Sean Silverthorne
    • 01 Apr 2001
    • News

    New Ventures New Gains

    members, including early supporter William A. Sahlman, and passed it along to entrepreneurship club members Jennifer Scott Fonstad, David M. Rosenblatt, and John N. Iannuccillo... View Details
    Keywords: Julia Hanna and Susan Young; Martin Dubilier (MBA 1952); Business Schools & Computer & Management Training; Educational Services
    • 30 Apr 2008
    • Sharpening Your Skills

    Sharpening Your Skills: Brand Management

    their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors. Can Individuals Create Their Own Brand? The Case of the Mystery Writer's Brand A look... View Details
    Keywords: by Staff; Sports; Publishing; Auto
    • 27 Jul 2017
    • News

    The Revolution in Advertising: From Don Draper to Big Data

    • 15 May 2006
    • Lessons from the Classroom

    Women Find New Path to Work

    What's happened in the world of marketing in the past five years? What new tools are out there? What avenues are people using to reach customers in new and different ways? How are they even thinking about the customers? [HBS marketing... View Details
    Keywords: by Mallory Stark
    • 02 May 2017
    • First Look

    First Look at New Research: May 2, 2017

    April 14, 2017 Harvard Business Review Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It By: Deighton, John A. Abstract—United Airlines has pledged to improve its... View Details
    Keywords: Carmen Nobel
    • January 2010 (Revised August 2011)
    • Case

    United Breaks Guitars

    By: John A. Deighton and Leora Kornfeld
    When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a... View Details
    Keywords: Communication Technology; Customer Satisfaction; Marketing Communications; Marketing Strategy; Consumer Behavior; Network Effects; Service Delivery; Social and Collaborative Networks; Internet; Air Transportation Industry
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    Deighton, John A., and Leora Kornfeld. "United Breaks Guitars." Harvard Business School Case 510-057, January 2010. (Revised August 2011.) (request a courtesy copy.)
    • 16 Jun 2003
    • Research & Ideas

    Researchers Contribute Globalization of Markets Papers

    not, and how can IT help or hinder that process? HBS professor John Deighton led the conversation. The three practitioners who shared their companies' experiences were Eric... View Details
    Keywords: by Working Knowledge editors
    • February 2011 (Revised December 2012)
    • Case

    The Ford Fiesta

    By: John Deighton and Leora Kornfeld
    Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details
    Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry
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    Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
    • October 2008 (Revised November 2009)
    • Case

    Obama versus Clinton: The YouTube Primary

    By: John A. Deighton and Leora Kornfeld
    What was the role of the Internet in the contest for the Democratic presidential nomination between Senators Obama and Clinton? How does the role change in the shift from the Primary to the National election? The case examines media and content choices by each... View Details
    Keywords: Political Elections; Knowledge Use and Leverage; Marketing Channels; Media; Internet; United States
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    Deighton, John A., and Leora Kornfeld. "Obama versus Clinton: The YouTube Primary." Harvard Business School Case 509-032, October 2008. (Revised November 2009.) (request a courtesy copy.)
    • 22 Jul 2024
    • News

    Viral Marketing’s Early Muse

    how consumers, and companies, viewed the power of social media. HBS professor emeritus John Deighton and Leora... View Details
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