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- All HBS Web (124)
- Faculty Publications (61)
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- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- 2024
- Case
EPCorp: Convincing the C-Suite
By: Jacob M. Cook
In EPCorp: Convincing the C-Suite, Shivani Bahl is attempting to sell EPCorp's CEO, Debbie Sullivan, on her ideas for not only a new website upgrade but also a more expansive vision on how data and Generative AI can be used to grow the company. Debbie is understandably... View Details
Cook, Jacob M. "EPCorp: Convincing the C-Suite." Harvard Business Publishing Case, 2024. (Quick Case.)
- 07 Jul 2019
- HBS Case
Walmart's Workforce of the Future
technological innovations such as robot workers and in-house incubators. Walmart fights a revenue drop The case details how the rise of ecommerce (and the success of Amazon in particular) affected Walmart’s discount stores (which sell... View Details
- 13 May 2024
- Research & Ideas
Picture This: Why Online Image Searches Drive Purchases
“headphones,” with suggested refinements like “noise-cancelling headphones,” aided by images and text. Farronato wrote the paper with Lu Fang and Zhe Yuan of Zhejiang University; Yanyou Chen of the University of Toronto; and Yitong Wang, an employee at the Chinese... View Details
- 16 Jun 2020
- Research & Ideas
Your Customers Have Changed. Here's How to Engage Them Again.
Opportunities also exist for B2B technology firms. Suppliers can provide customers with enhanced ecommerce services that are in great demand. Shopify provides multiple services to small businesses to enable greater digital footprints.... View Details
- 22 Feb 2021
- Book
Reaching Today's Omnichannel Customer Takes a New Sales Strategy
example of sales-related hyperbole, Cespedes points to the dire predictions that online buying will eventually cause the real-life “death of a salesman.” While online information sources affect selling, retail sales through ecommerce... View Details
Keywords: by Kristen Senz
- 10 Sep 2020
- Research & Ideas
The COVID Two-Step for Leaders: Protect and Pivot
the COVID-19 outbreak, however, when sporting events were cancelled and gyms were forced to close, they pivoted to ecommerce and started focusing on home workouts. As Whyte explained in the same article, “What we used to sell in a month,... View Details
- 17 Mar 2015
- Research & Ideas
Where Did My Shopping Mall Go?
The new book Retail Revolution: Will Your Brick-and-Mortar Store Survive? argues that traditional store-front retailing is at an inflection point, under tremendous pressure from ecommerce and the changing wants and needs of a new... View Details
- 17 Mar 2021
- Research & Ideas
Beyond Pajamas: Sizing Up the Pandemic Shopper
trends for the apparel industry, with J. Crew and Century 21 Stores filing for bankruptcy, while ecommerce sales saw double-digit growth. We set out to compare consumers who already shopped online before the pandemic with those who... View Details
- 04 May 2020
- Research & Ideas
Predictions, Prophets, and Restarting Your Business
hard decisions about returning to the market. Here’s a common prediction: Social distancing forces people to do more buying online and communicating through social media, thus accelerating a permanent, big shift after the crisis to more View Details
Keywords: by Frank V. Cespedes
- 16 Oct 2018
- First Look
New Research and Ideas, October 16, 2018
case:https://hbsp.harvard.edu/product/519009-PDF-ENG Harvard Business School 517-047 Selling on Amazon at Tower Paddle Boards By June 2012, Stephan Aarstol felt that he had successfully passed the first critical stage of his ecommerce... View Details
Keywords: Dina Gerdeman
- 01 Mar 2018
- What Do You Think?
Two Decades Later, is the 'New Economy' Finally Here?
potential for ecommerce growth in the country which relies (on) a lot of machine learning and AI the growth rate through the new economy prospects is just starting to take off here in Bangladesh.” Jacob Navon added, “Is the New Economy... View Details
Keywords: by James Heskett
- 02 Sep 2016
- Op-Ed
The Twitter Election
John Quelch is the Charles Edward Wilson Professor of Business Administration at Harvard Business School where he teaches Strategic Marketing Management in the Advanced Management Program.Professor Thales Teixeira teaches Digital Marketing and View Details
Keywords: by John Quelch and Thales Teixeira
- 27 Jul 2019
- Op-Ed
Does Facebook's Business Model Threaten Our Elections?
encrypted messages, while still allowing advertisers access to users to target them with ads. In addition, Facebook has launched Libra (a cryptocurrency/payments initiative) and increasingly sought to pursue ecommerce revenues via... View Details
Keywords: by George Riedel
- 13 Nov 2018
- First Look
New Research and Ideas, November 13, 2018
company culture. This (A) case is the first in a multi-part series that goes on to describe the results of Kmart's competition with Walmart, as well as Walmart's later grappling with ecommerce and Amazon. Purchase this... View Details
Keywords: Dina Gerdeman
- 30 Oct 2018
- First Look
New Research and Ideas, October 30, 2018
franchising and looks at the history of franchising, franchise options, and how to do a financial analysis of franchise opportunities. Purchase this case:https://hbsp.harvard.edu/product/317030-PDF-ENG Harvard Business School Case 517-078 Expanding View Details
Keywords: Dina Gerdeman
- 17 Dec 2013
- First Look
First Look: December 17
had? Second, how should she utilize the growing importance of digital channels that may increase pressure on traditional revenue sources but also fuel new ecommerce partnerships and other opportunities? Can Vogue, as both the fashion... View Details
Keywords: Carmen Nobel
- 18 Feb 2015
- First Look
First Look: February 18
authors go beyond the common belief of retail as a monolithic industry and provide a framework that any brick-and-mortar retailer can use to respond to the eCommerce threat. Through six examples, this book demonstrates how this framework... View Details
Keywords: Sean Silverthorne
- 12 Feb 2019
- First Look
New Research and Ideas, February 12, 2019
facing a venture with an historically premium-priced strategy in an ecommerce environment where promotions and discounts have become the norm. The case concerns the interaction of branding, channel, and pricing in a firm as well as the... View Details
Keywords: Dina Gerdeman