Show Results For
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All HBS Web
(2,110)
- Faculty Publications (434)
Show Results For
-
All HBS Web
(2,110)
- Faculty Publications (434)
- Teaching Interest
Digital Marketing Strategy
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- Research Summary
Making Markets Work: An Executive Education Program for Africa
- Research Summary
Managing in an Information Age
- Research Summary
Moving Beyond Direct-to-Consumer
Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.
The... View Details
- Research Summary
Overview
Professor MacKay combines theory and measurement to deliver new insights about price competition and consumer preferences. In current and published papers, his research addresses how strategic pricing decisions may be influenced by algorithms, long-term contracts,... View Details
- Research Summary
Overview
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Overview
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Research Questions
One overarching question drives my research: What are effective marketing strategies for managers in creative industries?
I focus on three sub-questions:
- How can managers in creative industries effectively manage products and product... View Details
- Forthcoming
- Article
Sampling Bias in Entrepreneurial Experiments
- Teaching Interest
Scaling Ventures, HBS Online
- Teaching Interest
The Business of Entertainment, Media, and Sports (Executive Education)
- Forthcoming
- Book
The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create
NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they’re a new technology for creating digital assets and... View Details
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