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  • January 2010 (Revised April 2011)
  • Case

Google Inc.

By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. One... View Details
Keywords: Digital Marketing; Business Model; Growth and Development Strategy; Network Effects; Mission and Purpose; Expansion; Internet and the Web; Information Technology Industry
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  • Career Coach

Nicole Ledoux

Nicole (HBS '08) is Co-founder/CEO of 88 Acres, a Consumer Products company in the Natural Food space. She has experience in brand building, business development, new product launch, fundraising & financing as well as manufacturing.... View Details
Keywords: Consumer Products; Consumer Products; Consumer Products; Consumer Products

    Sara McKinley Torti

    Sara Torti is a senior product and operating executive who has focused extensively on creating and scaling technology-based businesses that require a combination of detailed execution, business insight and technical acumen. She has grown products... View Details

    • 08 Apr 2015
    • HBS Seminar

    Susan Athey, Stanford Graduate School of Business

    • 03 Dec 2007
    • Research & Ideas

    Authenticity over Exaggeration: The New Rule in Advertising

    The past 10 years have seen some level of this direct marketing model bear out. But according to an HBS working paper to be published in the Journal of Interactive Marketing, consumers are using technology to learn about marketers, rather... View Details
    Keywords: by Julia Hanna; Publishing; Advertising
    • 27 Jun 2024
    • Research & Ideas

    Gen AI Marketing: How Some 'Gibberish' Code Can Give Products an Edge

    It’s the new way of comparison shopping in the age of large language models (LLM): Tapping into AI-driven search engines for research and advice on which products to buy. But can consumers trust the... View Details
    Keywords: by Ben Rand; Technology
    • 26 Feb 2013
    • First Look

    First Look: Feb. 26

    multivariate time series model to investigate the interaction between paid search and display ads and calibrated the model using data from a large commercial bank that uses online ads to acquire new checking account customers. We find... View Details
    Keywords: Sean Silverthorne
    • January 2024 (Revised February 2024)
    • Exercise

    Travelogo: Understanding Customer Journeys

    By: Eva Ascarza, Nicolas Padilla and Oded Netzer
    In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation... View Details
    Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
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    • 03 Mar 2008
    • Research & Ideas

    Marketing Your Way Through a Recession

    need to know more than ever how consumers are redefining value and responding to the recession. Price elasticity curves are changing. Consumers take more time searching for... View Details
    Keywords: by John Quelch
    • Forthcoming
    • Article

    Who Benefits from Online Gig Economy Platforms?

    By: Christopher Stanton and Catherine Thomas
    Online labor platforms for short-term, remote work have many more job seekers than available jobs. Despite their relative abundance, workers capture a substantial share of the surplus from transactions. We draw this conclusion from demand estimates that imply workers'... View Details
    Keywords: Gig Economy; Knowledge Workers; Online Platforms; Job Search; Governing Rules, Regulations, and Reforms; Wages; Demand and Consumers
    Related
    • 05 Jun 2019
    • Research & Ideas

    If Your Customers Don't Care What You Charge, What Should You Charge?

    An estimated 60 percent of retail gasoline customers return to the same gas station to refuel, without comparison shopping, according to a recent study. Driven by factors such as habit, brand loyalty, switching costs, and search (which... View Details
    Keywords: by Kristen Senz; Energy
    • 16 Apr 2009
    • Working Paper Summaries

    Gray Markets and Multinational Transfer Pricing

    Keywords: by Romana L. Autrey & Francesco Bova
    • 13 Oct 2015
    • First Look

    October 13, 2015

    consumer welfare if the internal content is inferior to organic search results. In this paper, we provide a legal and empirical analysis of this practice in the domain of online reviews. We first identify... View Details
    • 13 Jan 2012
    • Working Paper Summaries

    Intermediaries for the IP Market

    Keywords: by Andrei Hagiu & David Yoffie
    • 04 Jun 2013
    • First Look

    First Look: June 4

    http://ssrn.com/abstract=1625503 iPosture: The Size of Electronic Consumer Devices Affects Our Behavior By: Bos, Maarten W., and Amy J.C. Cuddy Abstract—We examined whether incidental body posture, prompted by working on electronic... View Details
    Keywords: Sean Silverthorne
    • 19 Nov 2009
    • Working Paper Summaries

    Management and the Financial Crisis (We Have Met the Enemy and He is Us …)

    Keywords: by William A. Sahlman
    • 10 Sep 2008
    • Research & Ideas

    Long-Tail Economics? Give Me Blockbusters!

    you can make money in many creative industries by selling specialized products to niche markets identified via the Internet. For example, the new CEO of GlaxoSmithKline, the pharmaceuticals giant, likens the search for blockbusters to... View Details
    Keywords: by John Quelch; Entertainment & Recreation; Pharmaceutical
    • Career Coach

    Erika Osterling

    Erika (HBS '09, ITESM '00) brings 20 years of experience as an operating leader and advisor. She has spent most of her career within Energy & Industrial, with additional roles in Consumer and Retail. Erika's 12+ year career at GE... View Details
    Keywords: Energy; Oil & Gas; Energy; Private Equity; Financial Services (All); Manufacturing
    • 21 Jan 2014
    • First Look

    First Look: January 21

    Hervas-Drane Abstract—We analyze the implications of consumer privacy for competition in the marketplace. We consider a market where firms set prices and disclosure levels for consumer information, and View Details
    Keywords: Sean Silverthorne
    • 05 May 2003
    • What Do You Think?

    Is This a Golden Era for Marketing Productivity?

    "employment" of a relatively small number of these customers on behalf of a product or service can greatly improve both the efficiency and effectiveness of a marketing strategy. And it is made increasingly viable by Internet-based services. Similarly, the... View Details
    Keywords: by James Heskett