by John Deighton and Leora Kornfeld - Publications - Faculty & Research

15 Nov 2022
Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

be cleared first. John Deighton is the Harold M. Brierley Professor of Business Administration, Emeritus, at Harvard Business School, and an expert on digital marketing. View Details

Keywords: by John Deighton and Leora Kornfeld

28 Sep 2007
Working Paper Summaries

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

Keywords: by John A. Deighton & Leora Kornfeld

25 Apr 2023
Op-Ed

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

the internet has enabled high-income consumer markets that respond to direct-to-consumer branding and low-cost producer markets that respond to data-driven coordination, more tightly coordinated models of global business have become... View Details

Keywords: by John Deighton; Fashion; Retail; Consumer Products

04 Feb 2002
Research & Ideas

How a Juicy Brand Came Back to Life

and corporate temperament.— John Deighton In November 2000, shortly after Triarc sold Snapple to Cadbury Schweppes, I posed those questions to Triarc's top executives: chairman... View Details

Keywords: by John Deighton; Food & Beverage

20 Aug 2014
Research & Ideas

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

increasingly by individuals. People who use Facebook and Twitter are for all practical purposes running little media houses, and face the problem of their much larger brethren,... View Details

Keywords: by John Deighton

14 Nov 2016
Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

If marketing is a profession, and I hope it is, then I suggest there are five rules that marketers should not follow in the interests of self-respect and respect for the profession. It pays to pander. No it... View Details

Keywords: by John A. Deighton

05 Jul 2006
Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising

29 Nov 2010
HBS Case

United Breaks Guitars

Tweets are in the air we breathe. Most of us know that "friend" can also be a verb. Social media are part of the public discourse now, whether or not we're active users of them. A new case coauthored by HBS marketing professor... View Details

Keywords: by Julia Hanna

13 Jun 2018
Working Paper Summaries

Learning to Become a Taste Expert

Keywords: by Kathryn A. Latour and John A. Deighton; Food & Beverage

18 May 2015
Research & Ideas

Advertisers Get Serious About Playing With Their Brands

governed by a set of rules, the rules of play, according to John A. Deighton, Harold M. Brierley Professor of Business Administration at Harvard Business School, and View Details

Keywords: by Dina Gerdeman; Advertising

26 Nov 2012
Research & Ideas

New Winners and Losers in the Internet Economy

study was directed by John A. Deighton, the Harold M. Brierley Professor of Business Administration at Harvard Business School. The study's principal investigator was HBS research associate View Details

Keywords: by Dina Gerdeman; Publishing

12 Feb 2007
Working Paper Summaries

Adding Bricks to Clicks: The Effects of Store Openings on Sales through Direct Channels

Keywords: by Jill Avery, Mary Caravella, John Deighton & Thomas Steenburgh; Retail

26 Nov 2012
News

New Winners and Losers in Internet Economy

18 May 2015
News

Advertisers Get Serious About Playing With Their Brands

Article

Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus

By: John A. Deighton and Kent Grayson

Keywords: Marketing; Relationships; Management; Public Opinion

Citation

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June 2013 (Revised November 2013)
Case

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld

What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details

Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Media and Broadcasting Industry; Media and Broadcasting Industry; United States

Citation

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April 2013
Teaching Note

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld

What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and... View Details

Keywords: Knowledge Use and Leverage; Knowledge Acquisition; Marketing; Television Entertainment; Mobile Technology

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September 2021
Comment

Commentary on ‘2019 Academic Marketing Climate Survey: Motivation, Results and Recommendations', by Jeff Galak and Barbara E. Kahn

By: John A. Deighton

This paper reflects on the conclusions of a survey by Galak and Kahn on the climate experienced by faculty of all genders and ethnicities in the marketing departments of US business schools. View Details

Keywords: Gender; Equality and Inequality; Organizational Culture

Citation

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30 Jan 2006
HBS Case

The Case of the Mystery Writer’s Brand

"Something hits as a success and dominates the market," Deighton comments. "It's similar to what has happened in other industries such as movies, television, and... View Details

Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing

April 2011
Case

Designs by Kate: The Power of Direct Sales

By: John A. Deighton and Sarah Abbott

The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details