Publications

Register to Read

September 2001
Article

The Emerging Position of the Internet as an Advertising Medium

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt

Keywords: Internet and the Web; Advertising

November 1998 (Revised February 1999)
Case

Bolsa de Valores de Guayaquil (BVG): Reaching Worldwide Investors Through the Internet

By: Lynda M. Applegate, Ramiro Montealegre, Dusya Vera and Karen Barone

The Guayaquil Stock Exchange developed a Web site to provide information about the market in Ecuador. Though the system provided some dynamic information for potential investors and allowed for some transactions to occur via the Internet, it had not at the time of the... View Details

Keywords: Stocks; Foreign Direct Investment; Emerging Markets; Internet; Technology Industry; Ecuador

October 2001 (Revised February 2002)
Case

Nasdaq Japan: E-Merging Markets

By: Lynda M. Applegate and Kristin M. Kohler

Describes the design and launch of Nasdaq Japan. Addresses issues concerning the design of electronic markets, the impact of information technology on market structures and relationships, the launch of new ventures by established firms, and the cultural issues that... View Details

Keywords: Entrepreneurship; Financial Markets; Technological Innovation; Management; Industry Structures; Competitive Strategy; Information Technology; Internet and the Web; Financial Services Industry; Information Technology Industry; Japan

October 2007
Article

The Art of Designing Markets

By: Alvin E. Roth

Traditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by... View Details

Keywords: Market Design; Market Participation; Market Transactions; Information Technology; Internet and the Web

2002
Chapter

Digital Marketing Communication

By: J. A. Deighton and Patrick Barwise

Keywords: Marketing Communications; Digital Marketing; Internet and the Web

12 Nov 2008
Research & Ideas

The Marketing of a President

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. When the... View Details

Keywords: by John Quelch

09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

benefit merchants through advertising, simply by informing consumers of a merchant's existence via e-mail. For some merchants, the benefits of offering discount vouchers are sharply reduced if individual customers buy multiple vouchers. As a View Details

Keywords: Re: Multiple Faculty; Technology

fall 1997
Article

Commentary on 'Exploring the Implications of the Internet for Consumer Marketing'

By: J. A. Deighton

Keywords: Internet and the Web; Customers; Marketing

August 2019 (Revised February 2020)
Teaching Note

Sidewalk Labs: Privacy in a City Built from the Internet Up

By: Leslie John and Mitch Weiss

Email mking@hbs.edu for a courtesy copy.

The case serves as a microcosm of issues of digital privacy: the availability of data – personal data in particular – has tremendous potential to improve people’s lives... View Details

Keywords: Privacy; Privacy By Design; Privacy Regulation; Platforms; Data; Data Security; Behavioral Science; Analytics and Data Science; Safety; Entrepreneurship; Business and Government Relations; Consumer Behavior; Digital Platforms

13 Feb 2006
Research & Ideas

The Hidden Market for Babies

reproductive medicine have indeed created a market for babies, a market in which parents choose traits, clinics woo clients, and specialized providers earn millions of dollars a year. In this market,... View Details

Keywords: by Manda Salls; Biotechnology; Health; Technology

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

Very little scholarship has been done around the subject of marketing and democracy. In fact, many believe that politics needs less marketing. Harvard Business School professor John A. Quelch and research associate Katherine E. Jocz see... View Details

Keywords: by Sean Silverthorne

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

several levels—across countries, across products, across marketing mix elements, across different vehicles within a marketing mix element (e.g., TV versus Internet for... View Details

Keywords: by Sean Silverthorne

12 Mar 2006
Research & Ideas

New Research Explores Multi-Sided Markets

Internet has spawned many two-sided platforms, and all the software platforms that run our computers, PDAs, and mobile phones have only emerged recently. Q: You note in your research that in many multi-sided markets, one side of the View Details

Keywords: by Sean Silverthorne; Technology

March 2022
Case

DealShare: Social E-Commerce for the Indian Mass Market

By: Krishna G. Palepu and Malini Sen

Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to... View Details

Keywords: Business Model; Disruption; Trends; Talent and Talent Management; Customer Focus and Relationships; Value; Cost vs Benefits; Value Creation; Internet and the Web; India

26 Jul 2006
Research & Ideas

The Strategic Way to Go to Market

where the product is predominantly "digital," the Internet can replace traditional channels at a fraction of the cost. One has to be nuanced about the possibilities provided by the Internet. The selection of the View Details

Keywords: by Sean Silverthorne

August 2015 (Revised February 2020)
Teaching Note

Qihoo

By: Feng Zhu

Keywords: Platform Strategy; Business Model Innovation; Chinese Internet Market; Competitive Strategy; Information Technology; Digital Platforms; Internet and the Web; Information Technology Industry; China

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