Publications

01 Sep 2014
News

All For One

community culture that could produce an innovative, coherent brand image. One of the strongest ideas that emerged from the labs was a desire to focus VW’s existing sustainability initiatives into a marketing... View Details

Keywords: Michael Blanding; faculty; research; Market Research, Photo, Translation, Veterinary and Other Services; Market Research, Photo, Translation, Veterinary and Other Services

12 Jul 2011
News

Phone Fun

marketing costs down by targeting the teens and twenties age group and by focusing — unlike some competitors — mainly on selling mobile phones. Although Phones 4u offers a range of mobile communication and... View Details

Keywords: Telecommunications; Information; Advertising, Public Relations, and Related Services; Professional Services

May 2023
Case

Twitter Blues: Does Paid Verification Check Out?

By: Scott Duke Kominers, Das Narayandas and Kerry Herman

Elon Musk proposes to offer verification status on Twitter to paying subscribers. Chaos ensues. View Details

Keywords: Marketing; Social Media; Technology Industry

January 1995
Teaching Note

Northern Telecom (A): Greenwich Investment Proposal (Condensed)and Northern Telecom (B): The Norstar Launch TN

By: V. Kasturi Rangan

Teaching Note for (9-594-051) and (9-593-104). View Details

Keywords: Communication Technology; Investment; Product Launch; Product Development; Telecommunications Industry; Canada

January 2014 (Revised August 2020)
Case

Building a Social Media Culture at Dell

By: Rohit Deshpandé and Michael Norris

As Michael Dell refocused his newly-private company on services and solutions, the entire corporation was pushed to embrace social media. View Details

Keywords: Information Technology; Marketing Strategy; Social Media; Technology Industry; United States

01 Apr 2002
News

Urban Evolution - HBS Research on the Inner City

grassroots community organizations; the increasing tendency of businesses, large and small, to identify the inner city as an untapped market; a drop in urban crime rates; and the "unshackling" of inner cities from the entrenched and... View Details

Keywords: Paul Grogan; Peter Tufano; David Crockett; Diana Barrett; Real Estate

07 Mar 2019
Working Paper Summaries

Calculators for Women: When Identity Appeals Provoke Backlash

Keywords: by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

2020
Article

How Signal Intensity of Behavioral Orientations Affects Crowdfunding Performance: The Role of Entrepreneurial Orientation in Crowdfunding Business Ventures

By: Goran Calic and Anton Shevchenko

Backers assess a crowdfunding campaign description not merely for a project’s capacity to deliver a reward, but also for the manner in which that reward is delivered. Viewed through the lens of signalling theory, crowdfunding performance depends on the signals of... View Details

Keywords: Crowdfunding; Entrepreneurial Finance; Entrepreneurship; Consumer Behavior; Communication Strategy

Read Now

01 Sep 2010
News

Head Games

Sports Marketing Lifetime Award from the American Marketing Association. I recently asked Greyser what he thinks of the concussion issue. “I believe current concerns are less likely to lead to a massive... View Details

Keywords: Garry Emmons; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

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 Jun 2014
News

Net Gains

the league, which includes everything from marketing communications to information technology to pure international business. It's this last responsibility that has Tatum really animated. "When you look at... View Details

Keywords: Dan Morrell

09 Oct 2017
Research & Ideas

Fearing Fox News, Democratic-leaning Companies Delayed Negative Announcements

Fox News has influenced how companies disclose financial news. Legal analyst Gregg Jarrett on the set in 2016. Source: Wikipedia Commons, CC 3.0) The United States presidential election of 2000 took place in a simpler time. The internet was not yet a major news source,... View Details

Keywords: by Jen Deaderick; Media & Broadcasting

March 2004 (Revised April 2004)
Background Note

Seeing What's on Red Auerbach's Mind

By: Joseph B. Lassiter III and John T. Gourville

Analysis of an interview with Red Auerbach, HBR No. 87201. Alan M. Webber, who conducted the interview, probed for the lessons that Auerbach has learned from a long and productive career coaching and managing the Boston Celtics, a professional basketball team in the... View Details

Keywords: Markets; Research; Sports; Product Development; Communication Intention and Meaning; Sports Industry

October 2014
Article

Making Charity Pay

By: Michael I. Norton and Jill Avery

Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals, leading many companies to conclude,... View Details

Keywords: Philanthropy; Charitable Giving; Charity; Philanthropy and Charitable Giving; Advertising; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States

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2010
Working Paper

Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines

By: Benjamin Edelman and Duncan S. Gilchrist

In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details

Keywords: Online Advertising; Interactive Communication; Corporate Disclosure; Labels; Marketing Strategy; Consumer Behavior; Internet; Search Technology

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May 1982 (Revised April 1984)
Case

Consolidated Foods Corp. (A)

Top management at Consolidated Foods was concerned about consumer complaints and threatened boycotts, some relating to television and print ad content and others relating to sponsorship of television programs thought to portray excessive sex or violence. Describes the... View Details

Keywords: Customers; Marketing Communications; Crisis Management; Advertising

2021
Report

The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

By: John A. Deighton and Leora Kornfeld

This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details

Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding