Online Marketing - Publications - Faculty & Research

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

30 Dec 2013
Research & Ideas

Most Popular Articles of 2013

Advertising Authors Pavel Kireyev, Koen Pauwels, and Sunil Gupta find that popular Web metrics do not adequately capture consumer behavior online and lead marketers to create less effective View Details

Keywords: by Staff

29 Jan 2013
Research & Ideas

Creating the Perfect Super Bowl Ad

question whether ads, including the over-the-top Super Bowl spots, have become too entertaining, says Thales S. Teixeira, an assistant professor in the Marketing unit at Harvard Business School. In upcoming research, Why, When and How... View Details

Keywords: by Kim Girard; Advertising; Media & Broadcasting

01 Sep 2014
News

Innovation: Revenge of the Nerds

HourlyNerd online marketplace, which recently received an upgrade, 6,000 MBAs and 3,500 businesses interact, with projects ranging from the creation of a marketing plan for Jenny the Juggler to strategic... View Details

Keywords: April White

26 Feb 2014
Research & Ideas

How Grocery Bags Manipulate Your Mind

report their preliminary findings in their working paper BYOB: How Bringing Your Own Shopping Bags Leads to Treating Yourself, and the Environment. (The collaborative effort addresses each of their particular interests. Karmarkar, an assistant professor and... View Details

Keywords: by Carmen Nobel; Retail

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

01 Sep 2015
News

Is the Auction House of the Future Online?

“Balloon Dog (Blue), 2005” by Jeff Koons sold for an undisclosed amount as part of a May Paddle8 auction. (Photo courtesy of Paddle8) When the hip-hop collective Wu-Tang Clan decided to produce just one copy of their album Once Upon A Time in Shaolin as a work of... View Details

Keywords: April White; Wu-Tang Clan

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

01 Dec 2017
News

Case Study: The Doctor Deficit

that today’s nurse shortage could reach 1.2 million vacancies in the same time frame. Alexi Nazem (MBA 2011) has seen the impact of these shortages firsthand. “Health care is a very broken system,” says the doctor and cofounder of Nomad Health, an View Details

Keywords: April White

01 Apr 2000
News

Getting the Message

in the first phase of online advertising will only accelerate in the future. A Total Marketing Environment Dollar totals for ad purchases, however, tell only part of the story. Martin Sorrell (MBA '68),... View Details

Keywords: Susan Young

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

02 Jun 2014
Research & Ideas

Secrets to a Successful Social Media Strategy

some social media platforms soar while others fizzle, and how business can use them to generate profit. "I have always been fascinated that humans interact online when we can interact offline as we have for thousands of years," says... View Details

Keywords: by Carmen Nobel

01 Jun 2008
News

New Face at Facebook

Sandberg (MBA ’95), “one of Silicon Valley’s most prominent women executives, with a powerhouse résumé that includes a stint as chief of staff at the U.S. Treasury Department during the Clinton administration.” As vice president for global View Details

Keywords: News, Library, Internet, and Other Services; Information

01 Jun 2014
News

Spring Training for Startups

The Winners Most Innovative, Greatest Impact (via online voting) York Street Partners Transforming financial markets to support Sri Lanka's development Best Investment (via HBS Alumni Angels) Busbud Busbud... View Details

16 Sep 2014
Research & Ideas

Has Apple Reinvented the Watch?

Watch out. Apple hopes to claim a new frontier on your wrist. The company announced its new Apple Watch on Tuesday, sending journalists and a bevy of other observers, online and off, into a flurry of analysis and speculation over a... View Details

Keywords: Re: Ryan L. Raffaelli; Electronics; Retail; Health

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

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

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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