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  • All HBS Web  (145)
    • News  (21)
    • Research  (118)
    • Multimedia  (1)
  • Faculty Publications  (77)

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  • All HBS Web  (145)
    • News  (21)
    • Research  (118)
    • Multimedia  (1)
  • Faculty Publications  (77)
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  • 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
  • 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
  • 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.)
  • August 2009 (Revised August 2010)
  • Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details
Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web
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Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.)
  • May 2016 (Revised April 2019)
  • Case

Legendary Entertainment: Moneyball for Motion Pictures

By: John A. Deighton and Leora Kornfeld
Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and... View Details
Keywords: "Marketing Analytics"; Marketing Strategy; Decision Making; Motion Pictures and Video Industry; Motion Pictures and Video Industry
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Deighton, John A., and Leora Kornfeld. "Legendary Entertainment: Moneyball for Motion Pictures." Harvard Business School Case 516-117, May 2016. (Revised April 2019.)
  • February 2011 (Revised December 2012)
  • Case

Coca-Cola on Facebook

By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry
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Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110, February 2011. (Revised December 2012.) (request a courtesy copy.)
  • January 2014 (Revised February 2015)
  • Case

YouTube for Brands

By: Thales Teixeira and Leora Kornfeld
This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details
Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry
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Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)
  • December 2013 (Revised March 2016)
  • Case

Managing Online Reviews on TripAdvisor

By: Thales Teixeira and Leora Kornfeld
In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and... View Details
Keywords: Online Word-of-mouth; Online Reviews; Hotels; Internet and the Web; Marketing Communications; Marketing Reference Programs; Digital Marketing; Customer Satisfaction; Accommodations Industry; Travel Industry
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Teixeira, Thales, and Leora Kornfeld. "Managing Online Reviews on TripAdvisor." Harvard Business School Case 514-071, December 2013. (Revised March 2016.)
  • 27 Sep 2011
  • First Look

First Look: September 27

overview:http://cb.hbsp.harvard.edu/cb/product/512027-PDF-ENG The Cheezburger Network John Deighton and Leora KornfeldHarvard Business School... View Details
Keywords: Sean Silverthorne
  • October 2009 (Revised March 2012)
  • Case

Nettwerk: Digital Marketing in the Music Industry

By: John A. Deighton and Leora Kornfeld
How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details
Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Media and Broadcasting Industry
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Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry." Harvard Business School Case 510-055, October 2009. (Revised March 2012.) (request a courtesy copy.)
  • 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
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Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
  • February 2011 (Revised November 2013)
  • Case

The Cheezburger Network

By: John Deighton and Leora Kornfeld
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the... View Details
Keywords: Budgets and Budgeting; Digital Marketing; Customer Relationship Management; Venture Capital; Emerging Markets; Strategic Planning; Sales; Internet and the Web; Publishing Industry; Web Services Industry
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Deighton, John, and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091, February 2011. (Revised November 2013.) (request a courtesy copy.)
  • March 2024
  • Teaching Note

Sonder Holdings Inc.: Using Technology to Solve Hospitality's Frictions

By: John A. Deighton and Leora Kornfeld
Teaching Note for HBS Case No. 922-039. Digital disruption is challenging the hospitality industry. Traditional hotels face competition from platforms, most visibly Airbnb but also the homeshare divisions of online travel agencies such as Expedia and Booking.com, that... View Details
Keywords: Digital Platforms; Disruptive Innovation; Competition; Market Participation; Accommodations Industry
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Deighton, John A., and Leora Kornfeld. "Sonder Holdings Inc.: Using Technology to Solve Hospitality's Frictions." Harvard Business School Teaching Note 924-302, March 2024.
  • February 25, 2016
  • Article

The Hodgepodge Principle in U.S. Privacy Policy

By: John A. Deighton
Data, says Professor Lawrence Summers, is the new oil, "a hugely valuable asset essential to economic life." Personal data, the kind of data that invites thoughts of privacy, is a big part of that. The European Union saw this economic fuel source coming long ago and... View Details
Keywords: Data; Privacy; Technology; Big Data; Personal Data; Marketing; Information Technology; Analytics and Data Science
Citation
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Deighton, John A. "The Hodgepodge Principle in U.S. Privacy Policy." Harvard Law and Policy Review Blog (March 2, 2016). http://harvardlpr.com/2016/03/02/the-hodgepodge-principle-in-us-privacy-policy/.
  • 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
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Deighton, John A., and Gil McWilliams. "Alloy.com: Marketing to Generation Y." Harvard Business School Case 500-048, January 2000. (Revised June 2000.) (request a courtesy copy.)
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