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  • January 2018 (Revised October 2019)
  • Case

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

By: Jill Avery
A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details
Keywords: Brands; Brand Valuation; Art Collector; Arts Marketing; Auction House; Auctions; Luxury Brand; Luxury Consumers; Luxury Goods; Marketing; Valuation; Marketing Strategy; Arts; Luxury; Value; Brands and Branding; Fine Arts Industry; Italy; United Kingdom; Europe; United States; United Arab Emirates
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  • April 2014 (Revised June 2015)
  • Case

Making stickK Stick: The Business of Behavioral Economics

By: Leslie John, Michael Norton and Michael Norris
Email mking@hbs.edu for a courtesy copy.

stickK.com, a website that uses behavioral economics to help users achieve their goals, must choose between a direct-to-consumer or business-to-business model. The case... View Details
Keywords: Behavioral Economics; Behavior Change; B2B Vs. B2C; Human Resource Management; Marketing Of Innovations; Health ＆ Wellness; Weight Loss; Charitable Giving; Marketing; Consumer Behavior; Entrepreneurship; Internet and the Web; Health; Business Model; Sales; Human Resources; Health Industry; United States
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  • December 2014
  • Article

Selecting the Best? Spillover and Shadows in Elimination Tournaments

By: Jennifer Brown and Dylan B. Minor
We consider how past, current, and future competition within an elimination tournament affect the probability that the stronger player wins. We present a two-stage model that yields the following main results: (1) a shadow effect—the stronger the expected future... View Details
Keywords: Elimination Tournament; Dynamic Contest; Contest Design; Effort Choice; Betting Markets; Competitive Advantage; Game Theory
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  • Research Summary

Overview

Abigail's research to date has focused on the financial accounting standard setting process. Specifically, her current projects investigate the impacts of regulator backgrounds, constituent preferences, and lobbying incentives in the determination of US GAAP. Her... View Details
Keywords: Financial Accounting; Political Economy; Capital Markets; Fair Value Accounting; Disclosure; International Accounting Standards
  • November 2018 (Revised February 2019)
  • Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details
Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
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  • June 2018
  • Article

Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

By: Clarence Lee, Elie Ofek and Thomas Steenburgh
We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details
Keywords: Customer Engagement; Adoption Routes; Word-of-Mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Internet and the Web; Analytics and Data Science
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  • 04 Aug 2020
  • Cold Call Podcast

Glossier Built a Cult-Brand and a Digital Community, but What’s Next?

Keywords: Re: Jill J. Avery; Advertising
  • May–June 2024
  • Article

Should Your Brand Hire a Virtual Influencer?

By: Serim Hwang, Shunyuan Zhang, Xiao Liu and Kannan Srinivasan
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity. View Details
Keywords: Social Media; AI and Machine Learning; Brands and Branding; Power and Influence
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  • 06 Dec 2021
  • News

Action Plan: Whole Sale

behaviors,” he says. “More so than previous generations, they are influencing their parents’ and their grandparents’ decisions on what to buy and the brands and retailers they choose.” In-store and online, for example, Balbale has... View Details
Keywords: April White; ecommerce; bricks and mortar; marketing; beauty
  • 20 Sep 2007
  • Research & Ideas

How to be a Customer

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.99 percent of View Details
Keywords: by John Quelch
  • April–May 2017
  • Article

Career Concerns of Banking Analysts

By: Joanne Horton, George Serafeim and Shan Wu
We study how career concerns influence banking analysts' forecasts and how their forecasting behavior benefits both them and bank managers. We show that banking analysts issue early in the year relatively more optimistic and later in the year more pessimistic forecasts... View Details
Keywords: Sell-side Analysts; Analyst Forecasts; Analysts; Investment Recommendations; Career Advancement; Career Management; Labor Mobility; Labor Market; Prejudice and Bias; Personal Development and Career; Forecasting and Prediction; Investment Banking
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  • 26 May 2003
  • Research & Ideas

What Your Competition is Telling You

competitors can help grow the market for your products and services, thereby boosting your sales at a time when, with the U.S. slowdown entering its third year, new revenue is exceedingly hard to find. Moreover, the presence of a... View Details
Keywords: by David Stauffer
  • 28 Feb 2024
  • News

Know Your HBS Staff: Aleksandra Kojić

    Tomomichi Amano

    Tomomichi Amano is an Assistant Professor of Business Administration in the Marketing Unit at HBS. He teaches the Marketing course in the MBA required curriculum.

    Professor Amano draws on economic theories to understand novel mechanisms by which new... View Details
    • January 2021 (Revised March 2021)
    • Case

    THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

    By: Jill Avery, Ayelet Israeli and Emma von Maur
    THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
    Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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    • Awards

    International Journal of Research in Marketing. Best Paper Award

    By: Sunil Gupta
    Winner of the 1998 Best Paper Award from the International Journal of Research in Marketing for "Assessing Long-Term Promotional Influences on Market Structure" (with Carl Mela and Kamel Jedidi, May 1998) View Details
    • March 1999 (Revised January 2000)
    • Background Note

    A Note on Microeconomics for Strategists

    By: Kenneth S. Corts and Jan W. Rivkin
    Summarizes the core ideas about the microeconomics of markets that are most relevant to business strategy. Sections I and II develop two basic building blocks of any market, demand and supply. Section II discusses how demand and supply interact to determine the... View Details
    Keywords: Microeconomics; Cost; Cost of Capital; Market Entry and Exit; Business Strategy; Competition; Corporate Strategy
    Related
    • 27 Jul 2009
    • Research & Ideas

    Social Network Marketing: What Works?

    When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral campaign. New research by Harvard Business School professor Sunil Gupta suggests that... View Details
    Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail
    • 03 Sep 2014
    • What Do You Think?

    Who Should Choose Your Boss?

    Summing Up Is The Question of Who Should Choose Your Boss Becoming "A Little Irrelevant"? The remarkable events at grocery chain Market Basket over the summer stimulated a range of responses to this month's column about who... View Details
    Keywords: by James Heskett; Food & Beverage

      V. Kasturi Rangan

      Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

      Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry