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  • 02 Oct 2018
  • First Look

New Research and Ideas, October 2, 2018

occupation or possession by grant/gift, and tributary or chieftaincy. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54766 Opportunistic Returns and Dynamic Pricing: Empirical Evidence from Online Retailing in Emerging... View Details
Keywords: Dina Gerdeman
  • 23 Sep 2014
  • First Look

First Look: September 23

http://www.hbs.edu/faculty/Publication%20Files/Kiatpongsan%20Norton%20PPS_31f17547-5033-401c-8ed2-ccc9b6a2b433.pdf   Working Papers Bitcoin By: Böhme, Rainer, Nicolas Christin, Benjamin Edelman, and Tyler Moore Abstract—Bitcoin is an View Details
Keywords: Sean Silverthorne
  • July – August 2008
  • Article

Should You Invest in the Long Tail?

By: Anita Elberse
The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details
Keywords: Demand and Consumers; Distribution Channels; Sales; Marketing Strategy; Online Technology; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry
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  • November 2016 (Revised May 2017)
  • Case

The Black List

By: Henry McGee and Sarah McAra
Franklin Leonard founded The Black List in 2005 as an innovative approach to identifying potential hit movie scripts via crowdsourcing. As the annual Black List proved to hold the scripts of some of Hollywood’s most successful films, from “Slumdog Millionaire” to... View Details
Keywords: Screenwriting; Independent Production; Hollywood; Film Development; Film Distribution; Film Financing; Manging Uncertainty; Barriers To Entry; Globalization; Digitalization; Film Entertainment; Entrepreneurship; Marketing; Media; Strategy; Motion Pictures and Video Industry; United States
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  • 18 Feb 2009
  • First Look

First Look: February 18, 2009

  Working PapersDeterring Online Advertising Fraud Through Optimal Payment in Arrears (revised) Author:Benjamin Edelman Abstract Online advertisers face substantial difficulty in selecting and supervising... View Details
Keywords: Martha Lagace
  • 10 Feb 2015
  • First Look

First Look: February 10

and contemporary art in the world. Stack was the architect of the Tate's "fifth gallery," its online presence. Stack had guided the Tate through two digital strategy planning processes, and his team had experienced much success... View Details
Keywords: Sean Silverthorne
  • October 2007
  • Article

The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market

By: Anita Elberse and Bharat N. Anand
One of the most visible and publicized trends in the movie industry is the escalation in movie advertising expenditures over time. Yet, the returns to movie advertising are poorly understood. The main reason is that disentangling the causal effect of advertising on... View Details
Keywords: Advertising; Stocks; Investment Return; Price; Revenue; Quality; Mathematical Methods; Motion Pictures and Video Industry
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  • 09 May 2012
  • Research & Ideas

Clayton Christensen’s “How Will You Measure Your Life?”

called Netflix emerged in the 1990s with a novel idea: rather than make people go to the video store, why don't we mail DVDs to them? Netflix's business model made profit in just the opposite way to Blockbuster's. Netflix customers paid a... View Details
  • 19 Apr 2011
  • First Look

First Look: April 19

elaborate geysers with Diet Coke as their main ingredient, were among the most viewed online videos at the time but were not initially sanctioned by the company. Donnelly knew that opening up the brand to... View Details
Keywords: Sean Silverthorne
  • 02 Aug 2016
  • First Look

August 2, 2016

the optimal capital requirement is around 20%. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=51305 The Empirical Economics of Online Attention By: Boik, Andre, Shane Greenstein, and Jeffrey Prince Abstract—In... View Details
Keywords: Sean Silverthorne
  • 23 Jun 2022
  • Research & Ideas

All Those Zoom Meetings May Boost Connection and Curb Loneliness

on screen. Harvard Business School’s Amit Goldenberg worked with seven other researchers, including Airbnb executives, to evaluate online strategies for mitigating loneliness. Goldenberg’s findings offer insights for managers and... View Details
Keywords: by Michael Blanding
  • 03 Oct 2023
  • Research Event

Build the Life You Want: Arthur Brooks and Oprah Winfrey Share Happiness Tips

View Video “Are you happy?” asks Atlantic editor Jeffrey Goldberg of happiness expert Arthur C. Brooks. “Next question,” Brooks jokes, before answering: “No one is. Happiness is not a destination. It’s a direction.” In this video, Brooks,... View Details
Keywords: by HBS Staff
  • 16 May 2000
  • Research & Ideas

Getting the Message: How the Internet is Changing Advertising

In 1994, the World Wide Web was not yet a household name. A new company called Yahoo! had just developed a way to look for sites on the Internet—the search engine. HotWired debuted as the first online magazine to carry advertisements.... View Details
Keywords: by Susan Young
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

Advertising Symbiosis: The Key to Viral Videos The Revolution in Advertising: From Don Draper to Big Data Why Comparing Apples to Apples Online Leads To More Fruitful Sales What do you think? What big flops... View Details
Keywords: by Dina Gerdeman; Advertising; Technology
  • 10 Nov 2009
  • First Look

First Look: Nov. 10

their appeal and bundles offered by producers with a strong reputation suffer less from the negative impact of the shift to mixed bundling in online channels. What Would Peter Say? The Continuing Relevance of the Drucker Perspective... View Details
Keywords: Martha Lagace
  • 16 Nov 2016
  • Research & Ideas

Turning One Thousand Customers into One Million

to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads, and YouTube video ads offer many... View Details
Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations
  • 25 Apr 2017
  • First Look

First Look at New Research, April 25

understood. We model how consumers choose video content provision among over-the-air (OTA), paid subscription to cable or satellite, and online streaming (also known as over-the-top or OTT). We apply our... View Details
Keywords: Sean Silverthorne
  • 26 Aug 2019
  • Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

And, in a video tutorial on YouTube, in which Hughes starts with a scrubbed-clean face (revealing some of the same splotchy spots many of us worry about), she demonstrates how she applies layer after layer of creams and cosmetics to... View Details
Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics
  • 26 Oct 2022
  • Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

their findings in the newly updated working paper “Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers.” They initiated the study because they were fascinated by the growing overlap between e-commerce and social media platforms, fueled... View Details
Keywords: by Kara Baskin; Technology; Media & Broadcasting
  • 27 May 2014
  • First Look

First Look: May 27

competitive context. This support translates into purchase intention, real purchase, and more favorable online reviews in a study of over 10,000 Yelp posts. We argue that this "framing the game effect" is mediated by consumers'... View Details
Keywords: Sean Silverthorne

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