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- All HBS Web
(2,020)
- People (2)
- News (372)
- Research (1,281)
- Events (11)
- Multimedia (14)
- Faculty Publications (902)
- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
the researchers recently wrote in a GfK Marketing Intelligence Review article called "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." In the last decade, marketers have used View Details
- November 2000 (Revised December 2001)
- Case
Alibaba.com
By: F. Warren McFarlan, Carin-Isabel Knoop and David Lane
This case focuses on the strategic issues of an emerging dot-com in a rapidly emerging Internet nation-China. Alibaba, a bulletin board company based in Hangzhou, China, is trying to carve out a niche in the B-to-B e-commerce world. It also shows the speed and... View Details
Keywords: Digital Marketing; Internet and the Web; Marketing; Strategy; Service Industry; Information Technology Industry; Hangzhou; Europe; United States
McFarlan, F. Warren, Carin-Isabel Knoop, and David Lane. "Alibaba.com." Harvard Business School Case 301-047, November 2000. (Revised December 2001.)
- 02 Sep 2016
- Op-Ed
The Twitter Election
John Quelch is the Charles Edward Wilson Professor of Business Administration at Harvard Business School where he teaches Strategic Marketing Management in the Advanced Management Program.Professor Thales Teixeira teaches View Details
Keywords: by John Quelch and Thales Teixeira
- 09 Mar 2020
- Research & Ideas
Warring Algorithms Could Be Driving Up Consumer Prices
to establish a regulatory body made up of digital market experts, similar to the Federal Trade Commission, who would be tasked with monitoring digital price competition and... View Details
- Jan 05 2017
- Tout
Inside the Case Study: "The Rock"
- Dec 01 2016
- Testimonial
Benefitting From a Rich Exchange of Ideas
- Jul 26 2016
- Testimonial
Challenging Norms in a Changing Industry
- Jul 13 2016
- Testimonial
An Insider’s View
- Jun 22 2016
- Testimonial
Learning from Peers in a Truly Open Environment
- Mar 09 2016
- Testimonial
A New Outlook on the Day-to-Day
- Apr 27 2015
- Testimonial
Transform Your Leadership in Four Days
- March 2016 (Revised February 2023)
- Teaching Note
Advertising Experiments at RestaurantGrades
By: Michael Luca, Weijia Dai and Hyunjin Kim
Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows... View Details
- Profile
Monica Dodi
As a cofounder and managing director of the Women’s Venture Capital Fund (WVCF), Monica Dodi (MBA 1984) backs female-led, early-stage ventures in digital media and sustainable products and services. Dodi says these emerging consumer View Details
- Mar 17 2016
- Testimonial
Dwyane Wade Goes One-on-One with Professor Elberse
- Mar 04 2016
- Testimonial
Finding a New Approach to Success
- 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... View Details
- April 2013 (Revised June 2018)
- Teaching Note
Amazon, Apple, Facebook, and Google 2018
By: John Deighton and Leora Kornfeld
Keywords: Amazon; Apple; Facebook; Google; Online Platforms; Marketing; E-commerce; Digital Platforms; Digital Marketing
- 06 Dec 2021
- News
HBS Curricula Explore the Complexities of Innovation
and share value, as well as achieve growth. Driving Digital Strategy explores ways to leverage digital, social, and mobile marketing tools to drive innovation and spur growth. A related program is View Details
Keywords: Jennifer Gillespie
- 17 Sep 2001
- Research & Ideas
Why E-commerce Didn’t Die With the Fall of Webvan
world, the economics were terrific. The business was highly scalable but, in addition, there was a great market for the digital information. So that part of the business looked to be very well-founded. But... View Details
- 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
Edelman, Benjamin. "Pitfalls and Fraud in Online Advertising Metrics: What Makes Advertisers Vulnerable to Cheaters, and How They Can Protect Themselves." Journal of Advertising Research 54, no. 2 (June 2014): 127–132.