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  • 15 Jul 2015
  • Research & Ideas

Amazon Prime Day: The Logic Behind a Retailer’s Made-up Holiday

the company's success over its 20-year existence. But Sunil Gupta, an expert on marketing and digital technology who wrote a recent case on Amazon, sees deeper motives behind the company creating its own Christmas in July. "I think... View Details
Keywords: Re: Sunil Gupta; Retail
  • July 2015 (Revised August 2015)
  • Teaching Note

Resuscitating Monitter

By: Benjamin Edelman and Wei Sun
Supplements 915027. View Details
Keywords: Digital Platforms; Strategy; Entrepreneurship
Related
  • 29 Dec 2019
  • Research & Ideas

Read Our Most Popular Research Stories of 2019

plans for future workforce makeup and training, and its search for opportunities from digital infrastructure and automation. What’s Really Disrupting Business? It’s Not Technology Technology doesn't drive disruption—customers do. The... View Details
Keywords: by Sean Silverthorne
  • June 2014
  • Article

Pitfalls and Fraud in Online Advertising Metrics: What Makes Advertisers Vulnerable to Cheaters, and How They Can Protect Themselves

By: Benjamin Edelman
How does online advertising become less effective than advertisers expect and less effective than measurements indicate? The current research explores problems that result, in part, from malfeasance by outside perpetrators who overstate their efforts to increase their... View Details
Keywords: Online Advertising; Measurement; Mismeasurement; Fraud; Invisible; Digital Marketing; Misleading and Fraudulent Advertising; Marketing Strategy
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  • January 2014 (Revised June 2014)
  • Supplement

Dumb Ways To Die: Advertising Train Safety (C)

By: John Quelch
The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details
Keywords: Marketing; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Transportation Industry; Oceania; Europe
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  • June 2000 (Revised March 2003)
  • Case

IBM Technology Group

By: Andrew P. McAfee and Kerry Herman
Explores two main issues: how the IBM Technology Group was able to build a robust, scalable, and functional IT platform using packaged enterprise resource planning (ERP) software from SAP, and how the division should best leverage this capability going forward. View Details
Keywords: Management; Digital Platforms; Information Technology; Competitive Advantage; Projects; Information Technology Industry
Related
  • October 2020 (Revised March 2021)
  • Supplement

Migros Turkey: Scaling Online Operations During COVID-19 (C)

By: Antonio Moreno and Gamze Yucaoglu
The case opens in August 2020 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are navigating Migros through COVID-19 and the unprecedented... View Details
Keywords: Business Model; Strategy; Digital Platforms; Information Technology; Technology Adoption; Value Creation; Globalization; Competition; Expansion; Logistics; Profit; Resource Allocation; Diversification; Corporate Strategy; Crisis Management; Health Pandemics; Strategic Planning; Food and Beverage Industry; Turkey
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  • 17 Sep 2007
  • Research & Ideas

Broadband: Remaking the Advertising Industry

Historians have the wisdom granted by time. But for researchers trying to understand current events, especially in the helter-skelter Internet age, the world can change completely before the digital ink dries on the manuscript. That... View Details
Keywords: by Julia Hanna; Advertising; Media & Broadcasting; Publishing
  • 17 Nov 2020
  • In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

retailers’ annual sales, so it is a critical time to get retail execution right. Dynamic pricing strategies must be carefully executed to maximize margins while driving volume. Inventory turns must be carefully monitored so that physical... View Details
Keywords: by Danielle Kost; Retail
  • 2009
  • Working Paper

Why Do Intermediaries Divert Search? - Companion Paper

By: Andrei Hagiu and Bruno Jullien
This companion paper contains several extensions of the model presented in our main paper - Hagiu and Jullien (2009). View Details
Keywords: Market Intermediation; Search; Two Sided Markets; Platform Design; Demand and Consumers; Motivation and Incentives; Internet and the Web; Digital Platforms; Distribution Channels; Business Strategy; Retail Industry
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  • April 2018
  • Supplement

Flipkart (B): The Ongoing Battle for India's E-Commerce Market

By: Sunil Gupta, Das Narayandas and Rachna Tahilyani
In 2017, both Flipkart and Amazon claimed leadership position in India's recently concluded key annual festive season sale, but it was too early to declare victory. Amazon continues to invest heavily in India. Competition from newer players is increasing. Media reports... View Details
Keywords: Digital Platforms; Internet and the Web; Competition; Retail Industry; India
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  • March 2018 (Revised October 2019)
  • Supplement

ZBJ: Building a Global Outsourcing Platform for Knowledge Workers (B)

By: Feng Zhu, Weiru Chen and Shirley Sun
Supplements the (A) case. View Details
Keywords: Outsourcing; Disintermediation; Digital Platforms; Information Technology; Problems and Challenges; Global Strategy; Information Technology Industry; China
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  • June 2005
  • Case

CarMax

By: Rajiv Lal and David Kiron
Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the... View Details
Keywords: Profit; Brands and Branding; Digital Platforms; Segmentation; Auto Industry
Related
  • March–April 2017
  • Article

What's the Value of a Like?: Social Media Endorsements Don't Work the Way You Might Think

By: Leslie John, Daniel Mochon, Oliver Emrich and Janet Schwartz
Brands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon... View Details
Keywords: Social and Collaborative Networks; Consumer Behavior; Marketing Strategy; Digital Marketing; Social Media
Related
  • November 2014
  • Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details
Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry
Related
  • 30 Aug 2011
  • First Look

First Look: August 30

sales from emerging markets. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/311118-PDF-ENG Nestlé SA: Nutrition, Health and Wellness Strategy Rebecca M. Henderson and Ryan JohnsonHarvard Business School Case 311-119 In 1997... View Details
Keywords: Sean Silverthorne
  • Article

Managing Proprietary and Shared Platforms

By: Thomas R. Eisenmann
In a platform-mediated network, users rely on a common platform, provided by one or more intermediaries, that encompasses infrastructure and rules required by users to transact with each other. A fundamental design decision for firms that aspire to develop... View Details
Keywords: Governance Controls; Digital Platforms; Infrastructure; Competition; Cooperation; Information Infrastructure
Related
  • 25 Sep 2006
  • Research & Ideas

How Software Platforms Revolutionize Business

independent developers to build new features. The cell phone has become a lucrative platform for more than handset makers—also in on the party are makers of digital cameras, music services, and organizer software. Not only are existing... View Details
Keywords: by Sean Silverthorne; Video Game; Web Services
  • 14 Aug 2019
  • Sharpening Your Skills

The Manager's Guide to Leveraging Disruption

one of the forces that threatens established companies can also be a source of salvation: disruptive change. How to Be a Digital Platform Leader The most valuable companies in the world have one thing in common: all are leaders in the... View Details
Keywords: by Sean Silverthorne
  • 14 Feb 2017
  • First Look

First Look at New Research: February 14

most prominent explanations for the onset and occurrence of civil conflict—variation in economic conditions—and apply it to the intensity and dynamics of civil conflict. Using an instrumental variables strategy and a rich set of empirical... View Details
Keywords: Sean Silverthorne

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