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  • 01 May 2008
  • Research & Ideas

The Marketing Challenges of the China Olympics

events can boost brand awareness, preference, and sales over competitors who cannot afford the global sponsorship prices set by the International Olympic Committee. Lenovo hardly wishes to be known as the Chinese PC company that consumers... View Details
Keywords: by John Quelch; Sports
  • Research Summary

The Baby Business: How Markets are Changing the Future of Birth

By: Debora L. Spar
It is difficult to conceive of the child as commerce. For even at the start of the 21st century, we like to believe that some things remain beyond both markets and science; that there are some things that money can't buy. In economic terms, these things are defined as... View Details
  • 2006
  • Working Paper

The Value of a 'Free' Customer

By: Sunil Gupta, Carl F. Mela and Jose M. Vidal-Sanz

Central to a firm's growth and marketing policy is the revenus and profit potential of its customer assets. As a result, there has been a recent proliferation of work regarding customer lifetime value. However, extant research in this area is silent regarding how to... View Details

Keywords: Customer Value and Value Chain; Auctions; Network Effects; Business Strategy
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  • April 2024
  • Article

Pay-As-You-Go Insurance: Experimental Evidence on Consumer Demand and Behavior

By: Raymond Kluender
Pay-as-you-go contracts reduce minimum purchase requirements which may increase market participation. We randomize the introduction and price(s) of a novel pay-as-you-go contract to the California auto insurance market where 17 percent of drivers are uninsured. The... View Details
Keywords: Contracts; Consumer Behavior; Price; Personal Finance; Insurance Industry; California
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  • May 2010
  • Article

Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions

By: Benjamin Edelman and Michael Schwarz
We characterize the optimal (revenue maximizing) auction for sponsored search advertising. We show that a search engine's optimal reserve price is independent of the number of bidders and independent of the rate at which click-through rate declines over positions. We... View Details
Keywords: Auctions; Revenue; Advertising; Search Technology; Price; Bids and Bidding
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    Jeremy Yang

    Jeremy Yang is an Assistant Professor of Business Administration in the Marketing Unit at Harvard Business School. He teaches Marketing in the MBA required curriculum. He develops data products for... View Details
    Keywords: advertising; advertising; advertising; advertising; advertising
    • March 2001
    • Article

    Strategy and the Internet

    By: M. E. Porter
    Many of the pioneers of Internet business, both dot-coms and established companies, have competed in ways that violate nearly every precept of good strategy. Rather than focus on profits, they have chased customers indiscriminately through discounting, channel... View Details
    Keywords: Strategy; Online Technology
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    • July 2003 (Revised March 2004)
    • Case

    XM Satellite Radio (A)

    By: David B. Godes and Elie Ofek
    XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details
    Keywords: Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry
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    • November–December 2022
    • Article

    The Value of Descriptive Analytics: Evidence from Online Retailers

    By: Ron Berman and Ayelet Israeli
    Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an... View Details
    Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Marketing; Retail Industry
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      The Value of Descriptive Analytics: Evidence from Online Retailers - Marketing Science

      Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we... View Details
      • August 2019 (Revised April 2021)
      • Case

      Zillow Offers: Winning Online Real Estate 2.0

      By: Luis Viceira, Marco Di Maggio and Allison Ciechanover
      Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically... View Details
      Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Information Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media and Broadcasting Industry; United States
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      • July 2002 (Revised October 2002)
      • Case

      Bradley Marquez: Reduction in Force (A)

      By: Thomas J. DeLong and Vineeta Vijayaraghavan
      The Bradley Marquez advertising agency had created a successful niche delivering ethnic markets to their clients, corporate giants like Compaq, Sprint, Texaco, and British Airways. The company was operating in aggressive growth mode when, in 2000, the stock market... View Details
      Keywords: Economic Slowdown and Stagnation; Financial Crisis; Price Bubble; Human Resources; Employees; Job Cuts and Outsourcing; Advertising Industry
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      • 03 Jan 2007
      • First Look

      First Look: January 3, 2007

        Working PapersCan Higher Prices Stimulate Product Use? Evidence from a Field Experiment in Zambia Authors:Nava Ashraf, James Berry, and Jesse M. Shapiro Abstract The pricing of health products in the... View Details
      Keywords: Sean Silverthorne
      • 2021
      • Working Paper

      The Value of Descriptive Analytics: Evidence from Online Retailers

      By: Ron Berman and Ayelet Israeli
      Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an... View Details
      Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Retail Industry
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      • 2010
      • Book

      A Call for Judgment: Sensible Finance for a Dynamic Economy

      By: Amar Bhide
      Our prosperity requires the enterprise of innumerable individuals and businesses who exercise their imagination and judgment—and bear responsibility for outcomes. And it is through dialogue and relationships that widespread enterprise is fostered, not merely prices in... View Details
      Keywords: Recession; Banking; Banks; Finance; Economics; Macroeconomics; Banks and Banking; Banking Industry; Financial Services Industry
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      • 21 Jan 2014
      • First Look

      First Look: January 21

      Hervas-Drane Abstract—We analyze the implications of consumer privacy for competition in the marketplace. We consider a market where firms set prices and disclosure levels for consumer information, and consumers observe both before... View Details
      Keywords: Sean Silverthorne
      • 04 May 2009
      • Research & Ideas

      What’s Next for the Big Financial Brands

      valuable brands list. The rival 2008 Interbrand ranking of the top 100 global brands included 13 financial services brands. Citi appeared on both lists. Today, with its brand reputation seriously damaged, Citi's stock price is in the... View Details
      Keywords: by John Quelch; Banking; Financial Services
      • 27 Aug 2013
      • First Look

      First Look: August 27

      organizational adoption of practice variants that differ in their degree of customization.   Working Papers X-CAPM: An Extrapolative Capital Asset Pricing Model By: Barberis, Nicholas, Robin Greenwood, Lawrence Jin, and Andrei Shleifer... View Details
      Keywords: Sean Silverthorne
      • 30 May 2018
      • What Do You Think?

      Should Intellectual Property be Protected in International Trade?

      rules need enforcement.” The current Chinese-US trade negotiation provides a real-life test of these ideas. For example, there have been discussions about China phasing out ownership requirements over time that could reduce the amount of IP transfer as the View Details
      Keywords: by James Heskett; Technology
      • March 2022 (Revised July 2022)
      • Teaching Note

      Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

      By: Jill Avery
      Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
      Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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