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Online Appendix

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Online Appendix

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ONLINE APPENDIX

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Online Appendix

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Online Appendix

  • 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
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Edelman, Benjamin. "Fraud in Online Advertising." Business Standard (April 27, 2009).
  • 2019
  • Working Paper

The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details
Keywords: E-commerce; Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Consumer Behavior; Price; Search Technology
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Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira. "The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment." Harvard Business School Working Paper, No. 19-080, January 2019.
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Online Index

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Online Appendix

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Online Appendix

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Online Appendix

  • February 1998 (Revised February 1999)
  • Case

FreeMarkets OnLine

By: V. Kasturi Rangan
Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers. By creating an electronic bidding platform, the company has been able to cut down procurement costs by about 15%. The case question concerns how... View Details
Keywords: Cost Management; Growth and Development Strategy; Marketing Strategy; Bids and Bidding; Market Entry and Exit; Digital Platforms; Production; Electronics Industry
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Rangan, V. Kasturi. "FreeMarkets OnLine." Harvard Business School Case 598-109, February 1998. (Revised February 1999.)
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Online Appendix

  • 01 Sep 2010
  • News

Online Fashionistas

MAYBANK AND WILSON: Doing well while looking good. Courtesy Gilt Groupe Cofounded in 2007 by Alexandra Wilkis Wilson (MBA ’04), formerly of Louis Vuitton and Bulgari, and ex-eBayer Alexis Maybank (MBA ’04), Gilt Groupe is an online, members-only, luxury retailer that... View Details
Keywords: Clothing and Clothing Accessories Stores; Retail Trade
  • Web

Online Finance & Accounting Courses | HBS Online

measured, and how you can effectively manage your performance. Harvard Business School Professor V.G. Narayanan shares why you should learn finance and accounting even if you're in a non-finance role. What You Earn Certificate Boost your resume by completing an HBS... View Details
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Online Business in Society Courses | HBS Online

impact and building their network of influence. Global Business Power and Influence for Positive Impact Sustainable Business Strategy What You Earn Certificate Boost your resume by completing an HBS Online course. Certificate of... View Details
  • June 2014 (Revised November 2014)
  • Case

Investing in Online Marketplaces

By: Andrei Hagiu and Hermes Alvarez
Simon Rothman had recently been promoted from executive-in-residence to Partner at esteemed venture capital firm Greylock Partners and placed in charge of managing a $100 million early-stage fund commitment dedicated to online marketplaces. In Greylock's view, 2014 was... View Details
Keywords: Business Models; Competitive Advantage; Entrepreneurship; Internet; Investments; Networks; Technology; Venture Capital
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Hagiu, Andrei, and Hermes Alvarez. "Investing in Online Marketplaces." Harvard Business School Case 714-520, June 2014. (Revised November 2014.)
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