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  • November 2021
  • Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
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  • 13 Sep 2010
  • Research & Ideas

The Consumer Appeal of Underdog Branding

the February Journal of Consumer Research is based on the results of a series of lab and online studies with over 2,000 consumers recruited from national View Details
Keywords: by Martha Lagace
  • Web

Online Creating Brand Value Course | HBS Online

Introduction to Creating Brand Value ENROLL NOW No application needed for our certificate programs. Start your journey today! Creating Brand Value $1,850 Next 6-week session starts July 23rd Enroll Now Build strong, differentiated brands that resonate with View Details
  • 20 Dec 2018
  • News

Consumer Rating Algorithms Score Big with Businesses, Governments

  • Fast Answer

Consumer goods: market research

eMarketer
Provides updated market data, statistics and analysis on the Internet, e-business, online marketing, media, and emerging technologies. Statista
Enter "market share" and the View Details
  • Web

Online Transforming Customer Experiences Course | HBS Online

Engage consumers by exploring their varied preferences and enhancing customer compatibility Balance being proactive and reactive to consumer needs while understanding cost and customer satisfaction... View Details
  • 01 Dec 2017
  • News

2017 in Finance: Helping Consumers Improve Their Financial Life

same from financial services firms. However, consumers understandably have a different bar when it comes to shopping online for clothes versus picking the financial product that’s best for them. Finances... View Details
Keywords: Omer Ismail (MBA 2007), chief commercial officer, Marcus by Goldman Sachs, the firm’s digital consumer financial services business; Finance
  • 01 Dec 2014
  • News

Customizing Couture Online

“fashion’s fairy godmother.” It’s easy to remember a time when women didn’t buy high-end fashion online—it was barely a decade ago. Magnúsdóttir watched the birth of the online fashion industry as a retail consultant and a cofounder of a... View Details
Keywords: April White; fashion; Professional Services
  • 2016
  • Working Paper

The Empirical Economics of Online Attention

By: Andre Boik, Shane Greenstein and Jeffrey Prince
In several markets, firms compete not for consumer expenditure but instead for consumer attention. We model and characterize how households allocate their scarce attention in arguably the largest market for attention: the Internet. Our characterization of household... View Details
Keywords: Internet and the Web; Competition; Behavior; Resource Allocation; Household; Cognition and Thinking
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  • 01 Jun 2008
  • News

Faculty Research Online

HBS Working Knowledge is an online forum for innovation in business practice, offering a first look at new thinking from HBS faculty. Read the complete articles summarized below by visiting their Web links. Reducing Risk with View Details
Keywords: Business Schools & Computer & Management Training; Educational Services
  • 15 Apr 2015
  • News

Larry Summers' full-throated endorsement of online lending

  • 24 Mar 2008
  • Research & Ideas

Reducing Risk with Online Advertising

How can online advertising fraud be detected and prevented? What should we look at, where should we look, and what methods and tools should we use? These questions are relevant to anyone who buys online... View Details
Keywords: by Martha Lagace; Video Game; Web Services
  • 2007
  • Working Paper

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web
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  • 01 Dec 2005
  • News

Faculty Research Online

study of smart practices by social and business organizations in Iberoamerica, based on research by Professor James Austin, senior researcher Ezequiel Reficco, and Universidad de los Andes professor Roberto Gutiérrez. When Product Variety Backfires View Details
Keywords: Colleges, Universities, and Professional Schools; Educational Services
  • 01 Dec 2010
  • News

Faculty Research Online

recent Mindful Leadership conference taught with a Buddhist meditation master. See http://hbswk.hbs.edu/item/6482.html. The Consumer Appeal of Underdog Branding Research by Assistant Professor Anat Keinan and colleagues explains how and... View Details
  • 01 Jun 2010
  • News

Faculty Research Online

automobile company that in recent months has recalled 8 million vehicles. He offers seven recommendations for restoring consumer confidence in the safety and quality behind the storied brand. See http://hbswk.hbs.edu/item/6381.html. View Details
Keywords: Colleges, Universities, and Professional Schools; Educational Services
  • Article

Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information

By: Santiago Gallino and Antonio Moreno
Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can... View Details
Keywords: Retail Operations; Inventory Availability; Empirical Operations Management; Business Analytics; Online Retail; Ecommerce; Operations; Management; Distribution Channels; Consumer Behavior; E-commerce; Retail Industry
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  • 01 Dec 2007
  • News

Faculty Research Online

HBS Working Knowledge is an online forum for innovation in business practice, offering a first look at new thinking from HBS faculty. Read the complete articles summarized below by visiting their Web links. Broadband: Remaking the... View Details
Keywords: Arts, Entertainment; Finance; Broadcasting (except Internet); Information; Data Processing, Hosting, and Related Services; Information; Manufacturing
  • 01 Jun 2007
  • News

Faculty Research Online

HBS Working Knowledge is an online forum for innovation in business practice, offering a first look at new thinking from HBS faculty. Read the complete articles summarized below by visiting their Web links. What’s to Be Done about... View Details
Keywords: Colleges, Universities, and Professional Schools; Educational Services
  • Web

HBS - The year in Review

2023 Annual Report From The Dean Key Metrics Financials PDF Downloads The Year in Review Notable progress was made during FY23 in advancing the School’s priorities. Accelerating research on how digital and data are transforming management... View Details