Publications

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

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03 Oct 2013
Research & Ideas

Lehman Brothers Plus Five: Have We Learned from Our Mistakes?

percent—the lowest in over 30 years. Home prices are perking up, and the number of home mortgages with negative equity is down. Balance sheets have recovered to their 2007 highs. While the United States represents only 19 percent of the... View Details

Keywords: Re: Multiple Faculty; Banking; Financial Services; Construction; Real Estate

06 May 2014
First Look

First Look: May 6

help customers identify and trace meat products), were discussing the company's future. The recent crisis over beef products being contaminated with horsemeat in Europe had generated strong demand for IdentiGEN's services. But more than... View Details

Keywords: Sean Silverthorne

09 Feb 2010
First Look

First Look: Feb. 9

under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing firms (or brands) can face a larger demand for new products than new entrants. Moreover, the... View Details

Keywords: Martha Lagace

10 Jul 2000
Research & Ideas

Cable TV: From Community Antennas to Wired Cities

demands of city officials, cable operators encountered higher than expected construction costs as they entered urban markets. It proved difficult to lay cable under busy city streets while avoiding disruption to existing power, phone,... View Details

Keywords: by Thomas R. Eisenmann; Media & Broadcasting; Consumer Products; Entertainment & Recreation

05 Feb 2009
Research & Ideas

In Praise of Marketing

U.S. By the 1960s, American brands had benefited from so much cumulative investment in marketing that they were unquestionably the strongest brands in the world. There were three reasons why marketing developed in the United States ahead... View Details

Keywords: by John Quelch; Advertising

07 Feb 2017
First Look

First Look at New Research: February 7

Prithwiraj, and Do Yoon Kim Abstract—We study the role of ethnic Chinese/Indian migrant inventors in transferring contextual knowledge across borders and the role of ethnic networks in further disseminating such knowledge. Using a unique dataset of herbal patents filed... View Details

Keywords: Sean Silverthorne

September 2020 (Revised February 2023)
Teaching Note

Uber: Competing Globally

By: Alexander J. MacKay

Teaching Note for HBS Case No. 720-404. View Details

Keywords: Business Ventures; Business Growth and Maturation; Business Model; Geography; Geographic Location; Geographic Scope; Global Strategy; Globalization; Multinational Firms and Management; Globalized Markets and Industries; Governance; Governance Controls; Governing Rules, Regulations, and Reforms; Innovation and Invention; Disruptive Innovation; Innovation Strategy; Law; Management; Growth and Development; Growth Management; Markets; Demand and Consumers; Consumer Behavior; Network Effects; Emerging Markets; Market Design; Market Entry and Exit; Market Participation; Supply and Industry; Industry Structures; Planning; Strategic Planning; Relationships; Business and Community Relations; Business and Government Relations; Business and Stakeholder Relations; Labor and Management Relations; Networks; Adaptation; Strategy; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Expansion; Information Technology; Mobile and Wireless Technology; Digital Platforms; Transportation Networks; Transportation; Transportation Industry; Technology Industry; Africa; Ghana; Asia; China; Shanghai; Shanghai Shi; India; New Delhi; Europe; United Kingdom; London; England; Latin America; North and Central America; United States; New York (city, NY); New York (state, US); South America; Colombia

September 2010
Case

Aaron's: Household Goods for the U.S. Base of the Pyramid

By: Michael Chu and Charles Augustus Smithgall IV

With $2.5 billion system-wide revenues, Aaron's, a major rent-to-own supplier to the U.S. base of the pyramid, continues to grow in the recession, but CEO R.C. Loudermilk, Jr. wonders how long the company can sustain the fast growth rate of its past. Founded in 1955,... View Details

Keywords: Fairness; For-Profit Firms; Renting or Rental; Financial Crisis; Demand and Consumers; Social Enterprise; Income; Goods and Commodities; Competitive Strategy; Growth and Development Strategy; Consumer Products Industry; United States

March 2002 (Revised November 2003)
Case

Satellite Radio

By: Thomas R. Eisenmann and Alastair Brown

In early 2002, XM and Sirius were fighting for control of the emerging U.S. market for satellite radio. Each company targeted consumers in automobiles, providing 100 channels of CD-quality audio for a monthly subscription fee of $10-$13. Wall Street analysts predicted... View Details

Keywords: Growth and Development Strategy; Price; Risk and Uncertainty; Problems and Challenges; Network Effects; Partners and Partnerships; Information Technology; Business Model; Investment Return; Auto Industry; Media and Broadcasting Industry; United States

29 Oct 2000
Research & Ideas

The Entrepreneurial Venture: A Conversation

line. Not surprisingly, therefore, the class has no shortage of members involved in the sort of entrepreneurial ventures that demand innovative thinking. While many classmates started out in more traditional settings, within a decade of... View Details

Keywords: by Susan Young

30 Jun 2020
What Do You Think?

Is a Business School-Industry Collaboration Needed to Attract Black Talent to Campus?

day, challenging discussion, etc.) of typical business school study. We were confident that if we deployed our outstanding recruiters to Black and other college campuses across the United States, we would be flooded with students eager to... View Details

Keywords: by James Heskett; Education

30 Apr 2012
Research & Ideas

India’s Ambitious National Identification Program

markets. Delivering on the ultimate goal, reaching and successfully identifying each and every Indian resident, is a daunting prospect. "This project is hugely audacious and has never been achieved anywhere before," says Khanna. "There is nothing in the... View Details

Keywords: by Dina Gerdeman

September 2019 (Revised February 2020)
Teaching Note

Fishbowl: Scaling Up

By: Leslie K. John

Email mking@hbs.edu for a courtesy copy.

Teaching Note for HBS No. 919-013. Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and... View Details

December 2018 (Revised February 2020)
Case

Fishbowl: Scaling Up

By: Leslie K. John

Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details