Publications

November 2019 (Revised April 2020)
Case

Purple Innovation, Inc.: The Online to Offline Marketing Challenge

By: Elie Ofek and Nakisha Williams

This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details

Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Consumer Products Industry

Educators

December 2016
Article

Fake It Till You Make It: Reputation, Competition, and Yelp Review Fraud

By: Michael Luca and Georgios Zervas

Consumer reviews are now part of everyday decision making. Yet, the credibility of these reviews is fundamentally undermined when businesses commit review fraud, creating fake reviews for themselves or their competitors. We investigate the economic incentives to commit... View Details

Keywords: Ethics; Marketing Reference Programs

2015
Working Paper

Fake It Till You Make It: Reputation, Competition, and Yelp Review Fraud

By: Michael Luca and Georgios Zervas

Consumer reviews are now part of everyday decision-making. Yet, the credibility of these reviews is fundamentally undermined when businesses commit review fraud, creating fake reviews for themselves or their competitors. We investigate the economic incentives to commit... View Details

Keywords: Information; Competition; Internet and the Web; Ethics; Reputation; Social and Collaborative Networks; Retail Industry; Food and Beverage Industry

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Read Now

December 2007
Book Review

Review of Stig Tenold's Tankers in Trouble

By: Christian H.M. Ketels

In "Tankers in Trouble," Stig Tenold looks at the experience of the Norwegian shipping industry during the 1970s and 1980s, specifically of those companies active in the tanker business. The review discusses some complementary insights that can be gained from applying... View Details

Keywords: Experience and Expertise; Framework; Management Analysis, Tools, and Techniques; Crisis Management; Perspective; Demand and Consumers; Industry Clusters; Shipping Industry; Norway

07 May 2018
Research & Ideas

Why Online Retailers Should Hide Their Best Discounts

to adapt it to an online environment,” says Ngwe. Their study gauges the effect of so-called search frictions that make it harder to find discounted items or require additional clicks by consumers to find... View Details

Keywords: by Michael Blanding; Retail

Web

Marketing - HBS Online

Certificate Courses (3) Digital Marketing Strategy Professor Sunil Gupta Craft data-driven digital marketing strategies that effectively reach, convert, and retain customers in a dynamic online environment. 7 weeks, 6-7 hrs/week Enroll by... View Details

Web

HBS - The year in Review

2021 Annual Report From The Dean Financials PDF Downloads Archive The Year in Review The 2020–21 fiscal year was one of innovation and adaptation. While the pandemic disrupted lives and activities around the world, Harvard Business School... View Details

Web

Podcast - HBS Online

marketing efforts across different consumer engagement levels. Amy Edmondson on Building High-Performing Teams 07 OCT 2024 | The Parlor Room As mentioned in Poets&Quants , The Parlor Room 's second season kicks off with Harvard Business... View Details

12 Feb 2020
News

Michael Norton Explains 'Boaty McBoatface,’ And The Risks Of Consumer Voting

05 Oct 2015
Working Paper Summaries

Online Network Revenue Management Using Thompson Sampling

Keywords: by Kris Johnson Ferreira, David Simchi-Levi & He Wang; Retail

17 Mar 2020
Working Paper Summaries

From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

Keywords: by Reto Hofstetter, Gabriela Kunath, and Leslie K. John

September 2021
Case

Tonya Thayer

By: David Fubini

Tonya Thayer, Senior Partner and leader of the Consumer Package Goods practice at Sinclair Consulting, must evaluate Alan Henderson, a Principal (junior) Partner and a key member within CPG, as the six-month update on his progress and development nears. While prior... View Details

Keywords: Advice Giving; Performance Review; Performance Evaluation; Personal Development and Career

Educators

2022
Working Paper

Getting on the Map: The Impact of Online Listings on Business Performance

By: Michael Luca, Abhishek Nagaraj and Gauri Subramani

We evaluate the extent to which small businesses maintain an online presence, looking at restaurant listings on a major online review platform. While the majority of restaurants have an online presence, we find that roughly 18 percent in our sample have no presence as... View Details

Keywords: Small Business; Internet and the Web; Revenue; Digital Marketing; Food and Beverage Industry

Summer 2017
Article

Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior

By: Jeffrey Prince and Shane Greenstein

The television industry is undergoing a generational shift in structure; however, many demand-side determinants are still not well understood. We model how consumers choose video content provision among over-the-air (OTA), paid subscription to cable or satellite, and... View Details

Keywords: Information Technology; Service Delivery; Consumer Behavior; Television Entertainment; Service Industry; Media and Broadcasting Industry

Web

Program Policies - HBS Online

self-reports, available supporting documentation, and academic requirements of the specific course. Requests are reviewed on a case-by-case basis. If you are unsure if accommodations apply to you, we are happy to answer questions using... View Details

Web

FERPA Information | HBS Online

toward the credential, records of disciplinary actions, and other correspondence with or about the student. Access To be useful, students’ records must be accurate and complete. The Program Services Department of Harvard Business School View Details

Web

SMS Terms - HBS Online

Privacy Notice SMS Terms Terms of Use FERPA Community Values & Honor Code Trademark Notice Cookies The following terms apply if you have opted in to receive information from HBS Online using automated dialing technology to call or text... View Details

February 2021
Article

How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

By: Ryan W. Buell and Basak Kalkanci

Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts... View Details

Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility and Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception

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