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    • All HBS Web  (120,054)
      • Faculty Publications  (1,861)

      MarketingRemove Marketing →

      Page 1 of 1,861 Results →
      • July–August 2025
      • Article

      Don’t Let an AI Failure Harm Your Brand

      By: Julian De Freitas
      How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details
      Keywords: AI and Machine Learning; Brands and Branding; Product Marketing; Consumer Behavior; Attitudes
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      De Freitas, Julian. "Don’t Let an AI Failure Harm Your Brand." Harvard Business Review 103, no. 4 (July–August 2025): 126–133.
      • July 2025
      • Article

      Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

      By: Mengjie Cheng and Shunyuan Zhang
      The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details
      Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding
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      Cheng, Mengjie, and Shunyuan Zhang. "Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers." Management Science 71, no. 7 (July 2025): 5910–5932.
      • June 2025
      • Case

      Full-funnel Advertising on TikTok

      By: Jeremy Yang, Ayelet Israeli and Alexis Lefort
      In 2025 TikTok is working to grow its brand and performance advertising business, along with a new integrated full-funnel solution. As an emerging media platform with unique ad formats and user behavior in a privacy-first environment, TikTok faces both significant... View Details
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      Yang, Jeremy, Ayelet Israeli, and Alexis Lefort. "Full-funnel Advertising on TikTok." Harvard Business School Case 525-065, June 2025.
      • June 2025
      • Supplement

      Full-Funnel Advertising on TikTok: An Experiment

      By: Jeremy Yang and Ayelet Israeli
      TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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      Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Spreadsheet Supplement 525-721, June 2025.
      • June 2025
      • Exercise

      Full-Funnel Advertising on TikTok: An Experiment

      By: Jeremy Yang and Ayelet Israeli
      TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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      Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Exercise 525-066, June 2025.
      • June 2025
      • Exercise

      Full-Funnel Advertising on TikTok: An Experiment (Solution)

      By: Jeremy Yang and Ayelet Israeli
      TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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      Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
      • June 2025
      • Teaching Note

      AI and Brand Management: Promises and Perils

      By: Julian De Freitas and Elie Ofek
      Teaching Note for HBS Background Note No. 525-021. View Details
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      De Freitas, Julian, and Elie Ofek. "AI and Brand Management: Promises and Perils." Harvard Business School Teaching Note 525-062, June 2025.
      • June 2025
      • Case

      TagHive: Edtech Pricing and Distributor Decisions

      By: Isamar Troncoso, Frank V. Cespedes and Stacy Straaberg
      Education technology (edtech) company TagHive, founded in 2017, used a direct sales team and third-party distributors to sell its Class Saathi hardware and software solution to 300 clients, mainly primary and secondary schools in India. The product aimed to improve... View Details
      Keywords: Business Model; Marketing Channels; Marketing Strategy; Product Marketing; Social Marketing; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Technology Adoption; Education; Teaching; Price; Customer Relationship Management; Customer Satisfaction; Growth and Development; Technological Innovation; Education Industry; Technology Industry; India; South Korea
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      Troncoso, Isamar, Frank V. Cespedes, and Stacy Straaberg. "TagHive: Edtech Pricing and Distributor Decisions." Harvard Business School Case 525-001, June 2025.
      • May–June 2025
      • Article

      Balancing Digital Safety and Innovation

      By: Tomomichi Amano and Tomomi Tanaka
      Designers of consumer-facing digital products have tended to focus on novelty and speed (“move fast and break things”). They’ve spent more effort on innovating than on anticipating how customers—and bad actors—might engage with products. But as digital products become... View Details
      Keywords: Technological Innovation; Cybersecurity; Demand and Consumers; Safety
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      Amano, Tomomichi, and Tomomi Tanaka. "Balancing Digital Safety and Innovation." Harvard Business Review 103, no. 3 (May–June 2025): 120–127.
      • June 2025
      • Article

      Ideation with Generative AI—In Consumer Research and Beyond

      By: Julian De Freitas, G. Nave and Stefano Puntoni
      The use of large language models (LLMs) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research—remains underexplored. Drawing... View Details
      Keywords: Large Language Model; AI and Machine Learning; Creativity; Innovation Strategy
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      De Freitas, Julian, G. Nave, and Stefano Puntoni. "Ideation with Generative AI—In Consumer Research and Beyond." Journal of Consumer Research 51, no. 1 (June 2025): 18–31.
      • May 2025
      • Supplement

      Eat App: Building and Monetizing an End-to-End Dining Experience Solution Spreadsheet Supplement

      By: Elie Ofek
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      Ofek, Elie. "Eat App: Building and Monetizing an End-to-End Dining Experience Solution Spreadsheet Supplement." Harvard Business School Spreadsheet Supplement 525-720, May 2025.
      • May 2025
      • Case

      stc Group: DARE to Transform

      By: Sunil Gupta and Sadika El Hariri
      Established as a government-owned entity in 1998, stc Group was the sole telecommunications operator in the Kingdom of Saudi Arabia (KSA). Soon after it was privatized in 2003, regional players started entering the Saudi market. To deal with the competition and to... View Details
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      Gupta, Sunil, and Sadika El Hariri. "stc Group: DARE to Transform." Harvard Business School Case 525-013, May 2025.
      • May 2025
      • Teaching Note

      Eat App: Building and Monetizing an End-to-End Dining Experience Solution

      By: Elie Ofek and Sarah Mehta
      Teaching Note for HBS Case No. 525-019. View Details
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      Ofek, Elie, and Sarah Mehta. "Eat App: Building and Monetizing an End-to-End Dining Experience Solution." Harvard Business School Teaching Note 525-054, May 2025.
      • May 2025
      • Teaching Note

      Lowe's: Improving the Total Home Strategy

      By: Elie Ofek and Sarah Mehta
      A teaching note to help instructors prepare to teach “Lowe’s: Improving the Total Home Strategy" (case no. 524-054). View Details
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      Ofek, Elie, and Sarah Mehta. "Lowe's: Improving the Total Home Strategy." Harvard Business School Teaching Note 525-047, May 2025.
      • May 2025
      • Case

      The Video-Streaming Wars in 2025: Can Anyone Catch Netflix?

      By: Anita Elberse and Javiera Larenas
      On January 21, 2025, Ted Sarandos, co-chief executive officer of video-streaming service Netflix, presented the company’s quarterly earnings. He had every reason to be upbeat: Netflix added 19 million new subscribers in the final quarter of 2024, ended the year with a... View Details
      Keywords: Entertainment; Media; Television; Management; Strategy; Disruption; Technology; Competition
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      Elberse, Anita, and Javiera Larenas. "The Video-Streaming Wars in 2025: Can Anyone Catch Netflix?" Harvard Business School Case 525-059, May 2025.
      • 2024
      • Case

      EPCorp: Convincing the C-Suite

      By: Jacob M. Cook
      In EPCorp: Convincing the C-Suite, Shivani Bahl is attempting to sell EPCorp's CEO, Debbie Sullivan, on her ideas for not only a new website upgrade but also a more expansive vision on how data and Generative AI can be used to grow the company. Debbie is understandably... View Details
      Keywords: AI and Machine Learning; E-commerce; Growth and Development Strategy
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      Cook, Jacob M. "EPCorp: Convincing the C-Suite." Harvard Business Publishing Case, 2024. (Quick Case.)
      • April 2025 (Revised May 2025)
      • Case

      Adobe: GenAI Opportunity or Threat?

      By: Sunil Gupta, Rajiv Lal and Allison Ciechanover
      In December 2022, Adobe CEO Shantanu Narayen faced a pivotal strategic decision due to the rapid rise of generative AI image models from OpenAI, Midjourney, and StabilityAI. Adobe, a leader in digital media and marketing software with a 40-year legacy of innovation and... View Details
      Keywords: Customer Relationship Management; Ethics; AI and Machine Learning; Trust; Business Strategy; Technology Industry; San Jose
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      Gupta, Sunil, Rajiv Lal, and Allison Ciechanover. "Adobe: GenAI Opportunity or Threat?" Harvard Business School Case 525-052, April 2025. (Revised May 2025.)
      • April 2025 (Revised May 2025)
      • Background Note

      Customer Acquisition and the Cash Flow Trap

      By: E. Ofek, Barak Libai and Eitan Muller
      Startups as well as existing firms recognize the need to invest in order to acquire customers for their new ventures. And as each customer is expected at some point to have generated sufficient gross margins to cover their CAC, management expects that, soon enough, the... View Details
      Keywords: Business Model; Customers; Forecasting and Prediction; Cash Flow; Business or Company Management
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      Ofek, E., Barak Libai, and Eitan Muller. "Customer Acquisition and the Cash Flow Trap." Harvard Business School Background Note 525-056, April 2025. (Revised May 2025.)
      • April 2025
      • Supplement

      Customer Acquisition and the Cash Flow Trap Supplement

      By: E. Ofek, Barak Libai and Eitan Muller
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      Ofek, E., Barak Libai, and Eitan Muller. "Customer Acquisition and the Cash Flow Trap Supplement." Harvard Business School Spreadsheet Supplement 525-709, April 2025.
      • 2025
      • Working Paper

      Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs

      By: Mengjie Cheng, Elie Ofek and Hema Yoganarasimhan
      We study how media firms can use LLMs to generate news content that aligns with multiple objectives—making content more engaging while maintaining a preferred level of polarization/slant consistent with the firm’s editorial policy. Using news articles from The New York... View Details
      Keywords: Large Language Models; Content Creation; Media; Polarization; Generative Ai; Direct Preference Optimization; AI and Machine Learning; News; Perspective; Digital Marketing; Policy; Media and Broadcasting Industry
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      Cheng, Mengjie, Elie Ofek, and Hema Yoganarasimhan. "Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs." Harvard Business School Working Paper, No. 25-051, April 2025.
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