Online Marketing - Publications - Faculty & Research

27 Nov 2017
Research & Ideas

Beware the Lasting Impression of a 'Temporary' Selfie

the United States of America. “The temporariness induces you to take more risks—to share more risqué or uninhibited content” The paper, titled Temporary Sharing Prompts Unrestrained Disclosures That Leave Lasting Negative Impressions, was written by Reto Hofstetter, a... View Details

Keywords: by Rachel Layne

01 Jun 2008
News

Understanding the Digital Frontier

LI AND BERNOFF: Executives can’t afford to turn their backs on social networking. Nothing gives CEOs and marketers instant heartburn more than seeing their hard-won brand equity hijacked by forces beyond their control — too often by... View Details

Keywords: Sean Silverthorne; Management

02 Sep 2016
Op-Ed

The Twitter Election

Bush, who spent $100 million on traditional marketing before dropping out. Can the same strategy succeed in the general election campaign?Probably not, for three reasons. First, Trump needs around 60 million votes to win, six times more... View Details

Keywords: by John Quelch and Thales Teixeira

01 Jun 2014
News

FIELD 2 in Accra

multimedia company, devise a monetization strategy for its online presence, primarily by gathering information about the viewing habits of young, well-educated, upscale consumers. A key finding that emerged from their surveys, conducted... View Details

Keywords: FIELD program; Colleges, Universities, and Professional Schools; Educational Services; Information

23 Oct 2006
Research & Ideas

Will the “Long Tail” Work for Hollywood?

Much has been written about the long tail phenomenon in the entertainment industries. Long-tail enthusiasts claim that low-selling books, CDs, and movies, which are not available in brick-and-mortar stores, will collectively take up a majority share of the View Details

Keywords: by Julia Hanna; Entertainment & Recreation

01 Sep 2013
News

The New Rules of E-Commerce

(Palgrave Macmillan), he has succeeded with a contrarian view about e-commerce. While other online markets focus on the end customer, Rakuten's mission is to support the vendors who sell to those customers.... View Details

Keywords: Sean Silverthorne; e-commerce; News, Library, Internet, and Other Services; Information; Miscellaneous Store Retailers; Retail Trade

09 Dec 2015
Research Event

How Do You Predict Demand and Set Prices For Products Never Sold Before?

predict demand with prescriptive analytics to make tactical decisions?” she said to a packed audience of executives, data scientists, and scholars. “I believe the answer lies in data.” Ferreira presented field work she and colleagues conducted with the Boston-based... View Details

Keywords: by Carmen Nobel; Retail; Apparel & Accessories

19 Oct 2017
Research & Ideas

How Charitable Organizations Can Thwart Excuses for Not Giving

how much good the donation will achieve. “That gives you some moral wiggle room to pursue the more selfish action,” says Exley, an assistant professor in the Negotiation, Organizations & Markets Unit at HBS. Her research attempts to... View Details

Keywords: by Michael Blanding

01 Dec 2014
News

Taking Tailoring High Tech

Jamal Motlagh began research for his fashion business at HBS, with male classmates who were beginning to recognize the importance of being well dressed. They were part of a larger trend: According to the NPD Group, the menswear market in... View Details

Keywords: April White; fashion

25 Apr 2014
News

In emerging economies, business opportunities provide lessons in leadership

Even before a weeklong trip to Accra, Ghana, as part of the required MBA course Field Immersion Experiences for Leadership Development (FIELD), Australian Tim Leach (MBA 2015) knew that exposure to doing business in emerging markets would... View Details

01 Sep 2014
News

HBS Faculty Explore Ideas Around the World

conceived the ambitious online oral history archive together with Chilean shipping entrepreneur Sven von Appen (AMP 76, 1977). The project is building an evidence base for emerging markets by documenting the... View Details

Keywords: faculty research

Web

Session Types | Information Technology

Session Types A community-wide resource HBS Live Online Classrooms were designed to bring the immersive, interactive experience of the case method to remote learners, anywhere in the world. The HBS Live View Details

06 Sep 2005
Research & Ideas

When Product Variety Backfires

Traditional wisdom teaches that brands win market share by offering a wide variety of products, increasing the chance of appealing to a wider variety of customers. But how happy are you when trying to find a head cold remedy at the... View Details

Keywords: by Poping Lin; Consumer Products

01 Mar 2011
First Look

First Look: March 1

Duke KominersHarvard Business School Case 911-033 Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, View Details

Keywords: Sean Silverthorne

15 Dec 2014
Research & Ideas

Deconstructing the Price Tag

sentiment, the researchers conducted six lab experiments in which participants answered questions about a simulated website of a fashion retailer selling T-shirts. The research also included a field study of sales figures at a real online... View Details

Keywords: by Dina Gerdeman; Retail

11 Dec 2006
Research & Ideas

Fixing Price Tag Confusion

rental charge and a charge for the remote. Do partitioned prices help the consumer make an informed decision or just add to his or her confusion? Do partitioned prices increase demand? Is an online grocer better off presenting a customer... View Details

Keywords: by Sean Silverthorne; Retail

01 Jun 2001
News

Platforms and Collaborations

even superior to similar products available on the market today. The next step, according to Dean Clark, is to enhance learning through a “collaborative learning environment.” The HBS IT Group has developed a tool that will allow anyone... View Details

Keywords: Business Schools & Computer & Management Training; Educational Services

05 Feb 2001
What Do You Think?

Do MBA Programs Face “The Innovator’s Dilemma”?

"dilution" resulting from the introduction of an online MBA by a highly regarded onsite program, Joshua Doherty questioned the futures of top-tier schools that may lose their ability "to exploit the View Details

Keywords: by James Heskett

10 Aug 2015
Research & Ideas

Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers

Lower CEO-to-Worker Pay Ratios. “The perception of wage fairness affects purchasing intentions” "The perception of wage fairness affects purchasing intentions," says Bhavya Mohan, a doctoral student in the Marketing unit at HBS, who... View Details

Keywords: by Carmen Nobel; Retail

Fast Answer

IFC: LA/Hollywood

eMarketer
Market data, statistics, and analysis on the Internet, e-business, online marketing, media, and emerging technologies. Includes international market... View Details

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