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- All HBS Web
(2,098)
- People (3)
- News (356)
- Research (1,311)
- Events (13)
- Multimedia (4)
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- 26 Feb 2019
- First Look
New Research and Ideas, February 26, 2019
application, based upon data from multiple APM systems. The research was conducted in collaboration with a European automotive company, using two months of live application data. We show that our model detects abnormal system behavior... View Details
Keywords: Dina Gerdeman
- 26 Jun 2018
- First Look
New Research and Ideas, June 26, 2018
their organizational structures. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54625 forthcoming Journal of Consumer Research Learning to Become a Taste Expert By: Deighton, John A., and... View Details
Keywords: Dina Gerdeman
- Article
Why, When, and How Much to Entertain Consumers in Advertisements?: A Web-based Facial Tracking Field Study
By: Thales Teixeira, Rosalind Picard and Rana el Kaliouby
The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and... View Details
Keywords: Face-tracking; Entertainment; Television; Purchase Intent; Commercials; Facial Expressions; Marketing Communication; Advertising; Television Entertainment; Marketing; Advertising Industry
Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-based Facial Tracking Field Study." Marketing Science 33, no. 6 (November–December 2014): 809–827.
- 16 Jun 2003
- Research & Ideas
Researchers Contribute Globalization of Markets Papers
Value A transnational brand is the corporate brand of firms that market globally in order to leverage economies of scale and scope, according to HBS professors Douglas Holt, John Quelch, and co-author Earl Taylor of Research... View Details
Keywords: by Working Knowledge editors
- 26 Mar 2019
- First Look
New Research and Ideas, March 26, 2019
and fundamental to Kodak’s identity. In January 2016, Clarke and his executive team traveled to Las Vegas, Nevada, for the annual Consumer Electronics Show (CES) where the company unveiled a prototype of its new Super 8 camera—an analog... View Details
Keywords: Dina Gerdeman
- 22 Jan 2019
- First Look
New Research and Ideas, January 22, 2019
and Galanz, which has brought microwave ovens to millions of Chinese consumers previously considered too poor to buy such an appliance. What’s more, the essentials of development can be “pulled in” by market-creating innovators—and over... View Details
Keywords: Dina Gerdeman
- 18 Dec 2018
- First Look
New Research and Ideas, December 18, 2018
the threshold for research and development (R&D) investment in an economically viable product. Further, the small size of patient populations for orphan drugs, together with the increasing prevalence of biologics among orphan drugs,... View Details
Keywords: Dina Gerdeman
- 12 Jun 2018
- First Look
New Research and Ideas, June 12, 2018
practices is important for understanding financial decision-making of households in dire circumstances as well as for setting appropriate consumer protection policies. We conduct a simple experiment in three sites in which we paid off... View Details
Keywords: Dina Gerdeman
- 29 Jan 2019
- First Look
New Research and Ideas, January 29, 2019
Accountability Increase Diversity? Evidence from IPOs By: Koning, Rembrand, and John-Paul Ferguson Abstract— Does public ownership improve employment diversity? Organizational researchers theorize that increased transparency to regulators... View Details
Keywords: Dina Gerdeman
- 15 May 2018
- First Look
New Research and Ideas, May 15, 2018
estimates of real consumption across countries without the need for consumer price index extrapolations. We discuss advantages and limitations associated with the use of online prices for PPPs, including issues of representativeness and... View Details
Keywords: Dina Gerdeman
- 14 Nov 2017
- First Look
New Research and Ideas: November 14, 2017
Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=53461 2017 Making Research Matter: A Psychologist's Guide to Public Engagement Government and Organizations: Transforming Institutions Using Behavioral Insights By: Dalton,... View Details
Keywords: Carmen Nobel
- 31 Oct 2017
- First Look
New Research and Ideas, October 31, 2017
heterogeneity in consumer sophistication could explain the prevalence and persistence of misconduct at such firms. Misconduct is concentrated at firms with retail customers and in counties with low education, elderly populations, and high... View Details
Keywords: by Sean Silverthorne
- 06 Nov 2018
- First Look
New Research and Ideas, November 6, 2018
strategies for the social media age, and launching a startup for a targeted audience. Students learn to analyze macro and micro economic data of an industry, synthesize consumer demographics and purchase behavior data, and create pro... View Details
Keywords: Dina Gerdeman
- 21 Aug 2018
- First Look
New Research and Ideas, August 21, 2018
novel convertible bond dataset, I find that consumers often purchase dominated bonds—cheap and expensive versions of otherwise identical bonds coexist in the market. The empirical evidence suggests that broker incentives are responsible... View Details
Keywords: Dina Gerdeman
- 16 Jan 2018
- First Look
First Look at New Research and Ideas, January 16, 2018
and Kate Barasz Abstract—Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual View Details
Keywords: Sean Silverthorne
- 15 Jan 2019
- First Look
New Research and Ideas, January 15, 2019
Human Decision Processes Seeker Beware: The Interpersonal Costs of Ignoring Advice By: Blunden, Hayley, Jennifer M. Logg, Alison Wood Brooks, Leslie John, and Francesca Gino Abstract—Prior advice research has focused on understanding when... View Details
Keywords: Dina Gerdeman
- 2014
- Working Paper
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details
Teixeira, Thales S. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It." Harvard Business School Working Paper, No. 14-055, January 2014.
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- 19 Dec 2017
- First Look
New Research and Ideas, December 19, 2017
https://cb.hbsp.harvard.edu/cbmp/product/618024-PDF-ENG Harvard Business School Case 517-115 Predicting Consumer Tastes with Big Data at Gap CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic... View Details
Keywords: Carmen Nobel
- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia, 217–238. Review of Marketing Research. Emerald Publishing Limited, 2023.