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- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- August 2004 (Revised February 2006)
- Case
Marketing James Patterson
By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
- 24 Apr 2023
- HBS Case
What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks
Legalization turned cannabis into a multibillion-dollar industry seemingly overnight, but this hot new market has had more—and more unusual—growing pains than most. Many experts predict significant market... View Details
- January 2015
- Case
Eataly: Reimagining the Grocery Store
By: Sunil Gupta, Michela Addis and Ruth Page
Within a few years of its operations, the Italian-based supermarket Eataly created a lot of buzz and excitement among consumers and media. Eataly's initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly... View Details
Keywords: Customer Engagement; Innovation; Retailing; Supermarkets; Agribusiness; Customers; Entrepreneurship; Food; Marketing; Retail Industry; Food and Beverage Industry; Europe; Asia; North and Central America
Gupta, Sunil, Michela Addis, and Ruth Page. "Eataly: Reimagining the Grocery Store." Harvard Business School Multimedia/Video Case 515-708, January 2015.
- 25 Mar 2001
- Research & Ideas
Who Wants to Be an Entrepreneur? [Part II]
Professor William A. Sahlman calls "the problem of simultaneity." If, as the business school defines it, entrepreneurship is the pursuit of a business opportunity requiring resources beyond one's control, Polished was all opportunity and no resources. Rhyne... View Details
Keywords: by John S. Rosenberg
- 20 Oct 2014
- Research & Ideas
Users Love Ello, But What’s the Business Model?
that social media users are increasingly attracted to the idea of such a model. But funding it without advertising's help won't be easy. Two digital marketing experts, Harvard Business School professors John Deighton, the Harold M.... View Details
- 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
Norton, Michael I., and Jill Avery. "Making Charity Pay." Harvard Business Review 92, no. 10 (October 2014).
- February 2015
- Teaching Note
Eataly: Reimagining the Grocery Store
By: Sunil Gupta and Michela Addis
Within a few years of its operations, the Italian-based supermarket Eataly created a lot of buzz and excitement among consumers and media. Eataly's initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly... View Details
- September 2010
- Case
Angie's List
Angie's List is a paid subscription-based service that gives consumers online access to member-submitted reviews of plumbers, electricians, and other home service providers. Customer and revenue growth are strong, but customer acquisition costs are high and the company... View Details
- 21 Jul 2022
- Research & Ideas
Did Pandemic Stimulus Funds Spur the Rise of 'Meme Stocks'?
for the superficial internet buzz that boosted investor interest—have since come down in value in 2022. After all, their rise wasn’t prompted by strong fundamentals, the paper notes. One reason for the jump in retail stock buying after... View Details
- 29 May 2018
- First Look
New Research and Ideas, May 29, 2018
contrast, we don’t find evidence of a secular shift in the cross-country correlations of stock market volatility shocks, which have remained fairly low through time except during the financial crisis of 2009. Download working paper:... View Details
Keywords: Dina Gerdeman
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
complicated history still dominate public consciousness. Memories of failed peace talks tend to loom larger than Israel’s image as a startup nation. Thousands of Instagram posts from Tel Aviv’s gay pride festivities or the buzz from... View Details
- 12 Dec 2011
- HBS Case
HBS Cases: Clocky, the Runaway Alarm Clock
In the spring of 2005, media outlets from Gizmodo to Good Morning America were buzzing about Clocky, an alarm clock that jumped off the nightstand and rolled away chirping and beeping, forcing its owner to get out of bed to turn it off... View Details
- 01 Nov 2020
- Research & Ideas
Good Leadership Is an Act of Kindness
bloggers are buzzing with guidance about ways to sustain employee engagement and productivity in the chaos of a pandemic. Unfortunately, most Management 101 advice does not recognize that in times like these, the manager's toolkit must... View Details
Keywords: by Boris Groysberg and Susan Seligson
- 03 Jun 2022
- Research & Ideas
In a Work-from-Anywhere World, How Remote Will Workers Go?
hiring net, Choudhury points out. “There was a recent report that the diversity of [Twitter’s] workforce has gone up because of work-from-anywhere. If a company allows working from anywhere, then you can hire from anywhere,” he says. “You're no longer constrained to... View Details
Keywords: by Kara Baskin
- 10 Jan 2011
- Research & Ideas
Is Groupon Good for Retailers?
potentially building buzz among consumers above and beyond sales to the consumers who actually buy the vouchers. This effect is more difficult to measure, but many merchants perceive it to be real. Where it exists, it's an important... View Details
- 05 Mar 2012
- Research & Ideas
Is JC Penney’s Makeover the Future of Retailing?
Ron Johnson's latest undertaking has the makings of a perfect business school case study. As the new CEO of J.C. Penney he's charged with transforming an aging department store chain with lagging market share. The sweeping plan begun... View Details
- 07 Jul 2003
- What Do You Think?
Can We Have Too Much Productivity Improvement?
faith that markets will once again bring labor back into equilibrium... the alternative of suppressing advances in efficiency is not within the realm of reason." Amy Savin commented, "I believe that increases in productivity are... View Details
Keywords: by James Heskett
- 29 Jan 2021
- Op-Ed
How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics
publicized vaccination, generating buzz about the shot. To encourage influenza vaccinations in 2010, BlueCross BlueShield of Louisiana highlighted both mega- and micro-influencers on billboards, TV ads, and social media, increasing... View Details
- 10 Jan 2012
- First Look
First Look: January 10
PublicationsGlobal, Local, and Contagious Investor Sentiment Authors:Malcolm Baker, Jeffrey Wurgler, and Yu Yuan Publication:Journal of Financial Economics (forthcoming) Abstract We construct investor sentiment indices for six major stock View Details
Keywords: Sean Silverthorne