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  • All HBS Web  (1,313)
    • People  (2)
    • News  (227)
    • Research  (980)
    • Events  (4)
    • Multimedia  (2)
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  • May–June 2015
  • Article

Television Advertising and Online Shopping

By: Jura Liaukonyte, Thales Teixeira and Kenneth Wilbur
Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a... View Details
Keywords: Content Analysis; Difference-in-differences; Internet; Media Multitasking; Online Purchases; Advertising; Advertising Industry; United States
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Liaukonyte, Jura, Thales Teixeira, and Kenneth Wilbur. "Television Advertising and Online Shopping." Marketing Science 34, no. 3 (May–June 2015): 311–330.
  • August 2014 (Revised October 2014)
  • Case

Beyoncé

By: Anita Elberse and Stacie Smith
In December 2013, music superstar Beyoncé is about to surprise her fans with the release of her self-titled album. The team at her company Parkwood Entertainment, which general manager Lee Anne Callahan-Longo described as "a management, music, and production company... View Details
Keywords: Marketing; Beyoncé; Internet and the Web; Music Entertainment; Distribution Channels; Product Launch; Music Industry
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Elberse, Anita, and Stacie Smith. "Beyoncé." Harvard Business School Case 515-036, August 2014. (Revised October 2014.)
  • January 2020 (Revised May 2020)
  • Case

Direct to Consumer Brands

By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to... View Details
Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change
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Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.)
  • August 2013 (Revised December 2014)
  • Case

Taking Dell Private

By: David J. Collis, David B. Yoffie and Matthew Shaffer
In July 2012, Michael Dell, CEO and founder of Dell, Inc., met with a representative of Silver Lake Partners to explore taking his company private. The company, which he had founded in his dorm room as a college freshman and which had made him the youngest Fortune 500... View Details
Keywords: Strategy; Going Private; The PC Market; Market For Corporate Control; Corporate Strategy; Leveraged Buyouts; Change Management; Private Equity; Market Entry and Exit; Private Ownership; Information Infrastructure; Applications and Software; Internet and the Web; Computer Industry; Technology Industry; United States
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Collis, David J., David B. Yoffie, and Matthew Shaffer. "Taking Dell Private." Harvard Business School Case 714-421, August 2013. (Revised December 2014.)
  • February 9, 2024
  • Article

The Rise of Consumer Crypto

By: Steve Kaczynski and Scott Duke Kominers
Although non-fungible tokens are often misunderstood and even derided, they remain a general and flexible solution for establishing and tracking ownership in the digital domain. As a superior solution to existing technology in many areas of the consumer economy, their... View Details
Keywords: Cryptocurrency; Crypto Economy; NFTs; Non-fungible Tokens; Internet Of Everything; Market Design; Technological Innovation; Demand and Consumers; Web Services Industry
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Kaczynski, Steve, and Scott Duke Kominers. "The Rise of Consumer Crypto." Project Syndicate (February 9, 2024).
  • 2010
  • Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry
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Avery, Jill. "Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions." (Invited for resubmission at the Journal of Consumer Research.)
  • Article

Why Do Intermediaries Divert Search?

By: Andrei Hagiu and Bruno Jullien
We analyze the incentives to divert search for an information intermediary who enables buyers (consumers) to search affiliated sellers (stores). We identify two original motives for diverting search (i.e., inducing consumers to search more than they would like): 1)... View Details
Keywords: Market Intermediation; Search; Two-Sided Markets; Platform Design; Demand and Consumers; Motivation and Incentives; Internet and the Web; Digital Platforms; Distribution Channels; Business Strategy; Retail Industry
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Hagiu, Andrei, and Bruno Jullien. "Why Do Intermediaries Divert Search?" RAND Journal of Economics 42, no. 2 (Summer 2011): 337–362. (2012 Winner for Best Paper on Competition Economics, Association of Competition Economics.)
  • May 2012
  • Article

Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

By: Jill Avery, Thomas J. Steenburgh, John Deighton and Mary Caravella
The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term effects by analyzing the capabilities of a... View Details
Keywords: Marketing; Channels; Channels Of Distribution; Distribution; Retailing; Channel Management; Channel Migration; Multichannel Retailing; Framework; Customers; Marketing Channels; Sales; Internet and the Web; Demand and Consumers; Competency and Skills; Distribution Channels; E-commerce; Retail Industry; United States
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Avery, Jill, Thomas J. Steenburgh, John Deighton, and Mary Caravella. "Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time." Journal of Marketing 76, no. 3 (May 2012): 96–111.
  • July 2024
  • Case

Freelancer, Ltd.

By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes
Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500... View Details
Keywords: Freelancers; Labor Markets; Internet and the Web; Digital Platforms; Corporate Entrepreneurship; Human Capital; Change Management; Globalized Firms and Management; Employment; Global Range; Employment Industry
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Stanton, Christopher, Karim R. Lakhani, Jin Hyun Paik, and Nina Cohodes. "Freelancer, Ltd." Harvard Business School Multimedia/Video Case 823-706, July 2024.
  • May 2020 (Revised August 2022)
  • Teaching Note

Direct to Consumer Brands

By: Sunil Gupta
In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations... View Details
Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change; Consumer Behavior
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Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Teaching Note 520-118, May 2020. (Revised August 2022.)
  • August 2018 (Revised October 2019)
  • Case

C3.ai—Driven to Succeed

By: Robert Simons and George Gonzalez
CEO Tom Siebel navigates his artificial intelligence (ai) startup through a series of pivots, market expansions, and even an elephant attack to become a leading platform ad service provider. The case describes his unusual management approach emphasizing employee... View Details
Keywords: Strategy Execution; Performance Measurement; Critical Performance Variables; Strategic Boundaries; Internet Of Things; Artificial Intelligence; Software Development; Big Data; Machine Learning; Business Startups; Management Style; Business Strategy; Performance; Measurement and Metrics; Organizational Culture; AI and Machine Learning; Digital Transformation; Applications and Software; Digital Marketing; Analytics and Data Science; Technology Industry; United States; California
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Simons, Robert, and George Gonzalez. "C3.ai—Driven to Succeed." Harvard Business School Case 119-004, August 2018. (Revised October 2019.)
  • 2009
  • Working Paper

Why Do Intermediaries Divert Search? - Companion Paper

By: Andrei Hagiu and Bruno Jullien
This companion paper contains several extensions of the model presented in our main paper - Hagiu and Jullien (2009). View Details
Keywords: Market Intermediation; Search; Two Sided Markets; Platform Design; Demand and Consumers; Motivation and Incentives; Internet and the Web; Digital Platforms; Distribution Channels; Business Strategy; Retail Industry
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Hagiu, Andrei, and Bruno Jullien. "Why Do Intermediaries Divert Search? - Companion Paper." Harvard Business School Working Paper, No. 09-092, February 2009.
  • July 2016
  • Case

Spotify

By: Anita Elberse and Alexandre de Pfyffer
In November 2014, Spotify's chief content officer Ken Parks learns that record label Big Machine Records has requested the immediate removal of superstar artist Taylor Swift's entire catalogue from Spotify's music streaming service. Is it time for Spotify to reconsider... View Details
Keywords: Entertainment; Marketing; Superstar; Music; Entertainment Marketing; Media; Digital Technology; Creative Industries; Product Portfolio Management; General Management; Management; Strategy; Internet and the Web; Open Source Distribution; Creativity; Music Entertainment; Product Marketing; Music Industry
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Elberse, Anita, and Alexandre de Pfyffer. "Spotify." Harvard Business School Case 516-046, July 2016.
  • February 2020
  • Case

Seso Global: Building a Blockchain-enabled Property Marketplace in Nigeria

By: Boris Vallee and Yang (Dolly) Yu
The mutual aspiration of addressing the housing shortage and improving real estate market efficiency led Daniel and Phillip to co-found Seso Global in 2017. Seso Global developed a unique integrated platform to streamline and rationalize the process of acquiring and... View Details
Keywords: Fintech; Blockchain; Developing Markets; Entrepreneurial Management; Financing and Loans; Internet and the Web; Business Model; Property; Growth and Development Strategy; Developing Countries and Economies; Real Estate Industry; Africa; Nigeria
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Vallee, Boris, and Yang (Dolly) Yu. "Seso Global: Building a Blockchain-enabled Property Marketplace in Nigeria." Harvard Business School Case 220-055, February 2020.
  • October 1998 (Revised February 2000)
  • Case

RealNetworks, Inc.: Converging Technologies/Expanding Opportunities

By: Lynda M. Applegate and Kirk A. Goldman
Highlights issues related to the impact of the Internet on industry and technology convergence. RealNetworks has succeeded in establishing its position as a market leader (over 90% market share) in the Internet streaming media segment. Can they maintain this position... View Details
Keywords: Outcome or Result; Opportunities; Competitive Strategy; Expansion; Internet; Information Technology Industry
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Applegate, Lynda M., and Kirk A. Goldman. "RealNetworks, Inc.: Converging Technologies/Expanding Opportunities." Harvard Business School Case 399-025, October 1998. (Revised February 2000.)
  • November–December 2018
  • Article

Online Network Revenue Management Using Thompson Sampling

By: Kris J. Ferreira, David Simchi-Levi and He Wang
We consider a network revenue management problem where an online retailer aims to maximize revenue from multiple products with limited inventory constraints. As common in practice, the retailer does not know the consumer's purchase probability at each price and must... View Details
Keywords: Online Marketing; Revenue Management; Revenue; Management; Marketing; Internet and the Web; Price; Mathematical Methods
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Ferreira, Kris J., David Simchi-Levi, and He Wang. "Online Network Revenue Management Using Thompson Sampling." Operations Research 66, no. 6 (November–December 2018): 1586–1602.
  • Research Summary

Projects in Process

Intermediaries and Accountability in Internet Advertising

Fraud Prevention in Internet Advertising Markets

Competition in Search and Search Advertising

Gaming and Incentives from Steeply-Tiered Affiliate Commission Schedules
View Details
  • November 2016
  • Case

ShotSpotter

By: Mitchell Weiss and Sarah McAra
SST, Inc. offered a subscription-based gunfire detection service, ShotSpotter Flex, to cities across the United States in addition to a few abroad. Over its 20-year history, SST had mostly honed a reliable business-to-government sales model, and the company had been... View Details
Keywords: ShotSpotter; SST; Internet Of Things; IoT; Smart Cities; Public Entrepreneurship; Enterprise Sales; Scaling And Growth; Government; Public Sector; Innovation; Ralph Clark; Entrepreneurship; Sales; Innovation and Invention; Public Administration Industry; California; United States
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Weiss, Mitchell, and Sarah McAra. "ShotSpotter." Harvard Business School Case 817-034, November 2016.
  • February 2001 (Revised June 2001)
  • Case

ClubTools, Inc.

By: Paul W. Marshall and Kristin Perry
Discusses the development of an Internet start-up by a recent HBS graduate. Details the company's business plan, incubation, technology development, marketing strategy, and search for funding. View Details
Keywords: Business Startups; Business Plan; Cash Flow; Marketing Strategy; Financing and Loans; Technological Innovation; Internet and the Web; Forecasting and Prediction
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Marshall, Paul W., and Kristin Perry. "ClubTools, Inc." Harvard Business School Case 801-164, February 2001. (Revised June 2001.)
  • 02 Nov 2020
  • What Do You Think?

Is Antitrust Just a Quaint Notion in the Digital Age?

merger of Office Depot and Staples, ending a marriage that would have reduced the number of big box office supply specialty chains to two, the other being Office Max. In seeking to stop the merger, the Federal Trade Commission argued that “office supply superstores... View Details
Keywords: by James Heskett; Retail; Technology; Telecommunications; Communications; Consumer Products; Service
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