Publications

2021
Working Paper

First Law of Motion: Influencer Video Advertising on TikTok

By: Jeremy Yang, Juanjuan Zhang and Yuhan Zhang

This paper engineers an intuitive feature that is predictive of the causal effect of influencer video advertising on product sales. We propose the concept of m-score, a summary statistic that captures the extent to which a product is advertised in the most engaging... View Details

Keywords: Influencer Advertising; Video Advertising; Computer Vision; Machine Learning; Advertising; Online Technology

SSRN

April 27, 2009
Article

Fraud in Online Advertising

By: Benjamin Edelman

At first glance, online advertising seems to be as measurable a medium as any ever invented. Advertisers can count how many times an ad was sent, then measure sales—yielding an analysis that seems to report the value of an online ad campaign. But the reality is... View Details

Keywords: Advertising Campaigns; Online Advertising; Crime and Corruption; Measurement and Metrics; Value

Find at Harvard

Read Now

July 2010 (Revised December 2011)
Case

Controlling Hot Money

By: Robert C. Pozen

The manager of the Japan Equities Fund is faced with an increase in "hot money" moving quickly in and out of the Fund. This short-term trading is an attempt to take advantage of the difference between the closing times of the Tokyo and New York Stock Exchanges. The CFO... View Details

Keywords: Stocks; International Finance; Investment Funds; Governing Rules, Regulations, and Reforms; Market Timing; Market Transactions; Financial Services Industry; New York (city, NY)

24 Sep 2021
Blog Post

Is the MBA Worth It? Hear What Recent HBS Grads Have to Say (Part 2)

We asked recent HBS alumni to reflect on their time at—and after—HBS to answer the question “Is the MBA worth it?” Here are their thoughts on the business school experience, the value of an MBA degree, and how to best prepare for HBS.... View Details

01 Mar 2016
First Look

March 1, 2016

their demand for a risky asset by weighing two signals: an average of the asset’s past price changes and the asset’s degree of overvaluation. The two signals are in conflict, and investors “waver” over time in the relative weight they put... View Details

Keywords: Sean Silverthorne

21 Feb 2017
First Look

First Look at New Research: February 21

“linguistic-cultural expats” who, while neither native to the lingua franca nor the organization’s home culture, surprisingly have the easiest time adjusting to language changes. Neeley demonstrates that language can serve as the conduit... View Details

Keywords: Carmen Nobel

02 Feb 2004
Research & Ideas

Where Does Apple Go From Here?

company's long-term success. And Job's track record is hit or miss, he says. Take Apple's return to investors. Yoffie says that if you invested a dollar in Apple in 1992, it would be worth $.79 today. The S&P 500 over that same time... View Details

Keywords: by Sean Silverthorne

August 1993 (Revised April 1998)
Case

Filene's Basement

By: David E. Bell and Dinny Starr

Filene's Basement is in the process of deciding where, and if, to locate two new stores in its new Chicago area of operations. The existing Chicago area stores have been performing well, however, management is concerned with over saturation of the market. At the time... View Details

Keywords: Forecasting and Prediction; Growth Management; Marketing Strategy; Market Entry and Exit; Business Processes

Research Summary

Overview

By: Mark L. Egan

When considering how households make investment decisions, Professor Egan became intrigued by the question, “What makes a bank ‘special’ when compared to other lending institutions?” Focusing on empirical industrial organization with applications to finance and... View Details

Web

Strategy - Doctoral

expected to master graduate-level microeconomic theory and econometrics. In addition, they are expected to devote substantial time to mastering one additional complementary discipline, such as psychology, sociology, or political science,... View Details

07 Dec 2009
Research & Ideas

Government’s Positive Role in Kick-Starting Entrepreneurship

believe that these extraordinary times call for massive public funds to be used for economic interventions, shouldn't these efforts be at least partially designed to promote new enterprises? Second, in many nations the venture industry is... View Details

Keywords: by Sean Silverthorne; Technology

13 Jul 2016
HBS Case

How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

find first—the customer chicken or the service egg? “As a small company you cannot afford to focus on both with the same amount of effort. You may need to prioritize one side.” Preparing to teach a new course on e-commerce marketing next... View Details

Keywords: by Michael Blanding; Retail; Service; Transportation

17 Oct 2023
HBS Case

With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees

fact, they can just as easily lose great customers in the process. “There is such a thing as a poorly thought-out subscription model,” says Ofek, the Malcolm P. McNair Professor of Marketing at HBS. “You have to be careful in terms of... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Information; Information Technology

01 Jul 2010
Working Paper Summaries

Cyclicality of Credit Supply: Firm Level Evidence

Keywords: by Bo Becker & Victoria Ivashina; Banking

06 Feb 2023
HBS Seminar

Using Oral History in Business and Management Studies

January 2018 (Revised September 2023)
Case

Giving Birth to Ovia Health

By: Jeffrey J. Bussgang and Julia Kelley

In late 2016, Paris Wallace, the CEO of Ovia Health, and the rest of the company’s co-founders faced a difficult decision about the best way to grow Ovia Health’s revenue. Founded in 2012, Ovia Health specialized in mobile and web applications in the women’s health... View Details

Keywords: Entrepreneurship; Growth and Development Strategy; Market Entry and Exit; Health Care and Treatment; Health Industry

September–October 2017
Article

The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests

By: Ron Kohavi and Stefan Thomke

In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing, a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details

Keywords: Experiments; A/B Testing; Research; Consumer Behavior