Publications

October 2000 (Revised March 2001)
Case

BizRate.com

By: Youngme E. Moon

BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details

Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry

16 Jun 2015
First Look

First Look: June 16, 2015

Publications June 2015 Review of Accounting Studies Speaking of the Short-Term: Disclosure Horizon and Managerial Myopia By: Brochet, Francois, Maria Loumioti, and George Serafeim Abstract—We study conference calls as a voluntary disclosure View Details

Keywords: Sean Silverthorne

29 Aug 2011
Research & Ideas

Decoding Insider Information and Other Secrets of Old School Chums

disappeared. In the United Kingdom, however, where no such rule exists, the effect of school ties on buy recommendations stayed markedly positive. "This provides more evidence that the alumni channel is really about information," Malloy... View Details

Keywords: by Carmen Nobel; Financial Services

12 Oct 1999
Research & Ideas

Media Metamorphosis: Advertising in the Technology Age

Beset by changes on several fronts, the media industry, traditionally comprising the familiar print and broadcast channels of mass communication, has been undergoing a major transformation in recent years, change that appears certain to... View Details

Keywords: by Peter K. Jacobs; Advertising

August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

February 2000 (Revised April 2001)
Case

CNET 2000

By: Thomas R. Eisenmann and Pauline M Fischer

CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details

Keywords: Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry

Find at Harvard

20 Mar 2012
First Look

First Look: March 20

whether or not employees are selected via channels that are likely to sort on the alignment of their preferences with organizational objectives. I find that employees selected through such channels are more... View Details

Keywords: Sean Silverthorne

16 Feb 2004
Research & Ideas

Marketing Wine to the World

wholesale clubs, and the like. For instance, Robert Mondavi now sells 10 percent of its wine in unit terms through Costco. These changes in the retail and distribution channels present substantial challenges for wineries, of course,... View Details

Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage

Profile

Marla Malcolm Beck

recalled. At that time, drug stores or department stores were the only places to buy cosmetics. No specialty channel yet existed. So Beck and her husband made a fateful choice: they went to Georgetown and purchased a beauty boutique and... View Details

01 Apr 1999
News

New Releases

player and athlete who was one of the first in his family and community to attend college, McArthur channeled his athletic drive into academics at HBS, earning an MBA in 1959 and a DBA in 1963. He then joined the faculty and gradually... View Details

Keywords: Susan Young

20 Nov 2015
News

Room to Grow

high-impact programs that take aim at statewide food policies, large-scale food operations, and regional food infrastructures to spark the innovations that will move them closer to that goal. “With the increasing awareness and demand for food that’s sustainable and... View Details

Keywords: Margie Kelley

March 2011 (Revised July 2011)
Case

Vestas' World of Wind

By: Thomas J. Steenburgh and Elena Corsi

The wind turbine manufacturer Vestas launched the industry's first highly localized and customized new product launch campaigns which used also new tools such as web 2.0 platforms. Used to operate in a market where demand exceeded supply, Vestas had lost contact with... View Details

Keywords: Customer Focus and Relationships; Marketing Channels; Internet and the Web; Product Launch; Demand and Consumers; Advertising Campaigns; Global Strategy; Customization and Personalization; Business and Stakeholder Relations; Finance; Product Marketing; Technology Adoption; Energy Industry