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All HBS Web
(480)
- News (85)
- Research (349)
- Events (3)
- Multimedia (3)
- Faculty Publications (137)
- Web
Terms of Use - HBS Online
obscene, indecent or unlawful content; 6. Advertising or any form of commercial solicitation; 7. Content related to partisan political activities; and 8. Content that contains intentionally inaccurate information or that is posted with...
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- Web
Privacy Policy & Legal Info | HBS Online
Privacy Notice SMS Terms Terms of Use FERPA Community Values & Honor Code Trademark Notice Cookies Harvard Business School Online Privacy Notice If you have questions about this notice, our handling of your personal data, or you would...
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- January 23, 2023
- Article
Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines
By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt
Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and...
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Keywords:
COVID-19 Pandemic;
Public Health;
Vaccines;
Social Media;
Advertising;
Power and Influence;
Health Care and Treatment
Athey, Susan, Kristen Grabarz, Michael Luca, and Nils Wernerfelt. "Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines." e2208110120. Proceedings of the National Academy of Sciences 120, no. 5 (January 23, 2023).
- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their...
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Keywords:
Advertisers;
Advertising Media;
Media And Broadcasting Industry;
Retail;
Retail Analytics;
Retail Promotion;
Retailing;
Ecommerce;
E-Commerce Strategy;
E-commerce;
Marketing Communication;
Targeting;
Targeted Advertising;
Targeted Marketing;
Advertising;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Media;
Marketing Channels;
Advertising Industry;
Advertising Industry;
Advertising Industry;
United States
Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
- September 2014
- Case
Victors & Spoils: 'Born Open'
By: Karim R. Lakhani and Michael L. Tushman
Victors & Spoils (V&S), located in Boulder, Colorado, was the first advertising agency built on open innovation and crowdsourcing principles from the ground-up. V&S was co-founded in 2009 by John Winsor, Claudia Batten and Evan Fry, all former members of the...
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Keywords:
Advertising Agency;
Marketing;
Crowdsourcing;
Open Innovation;
Growth;
Acquisitions;
Advertising;
Advertising Campaigns;
Digital Marketing;
Acquisition;
Innovation and Invention;
Advertising Industry;
United States
Lakhani, Karim R., and Michael L. Tushman. "Victors & Spoils: 'Born Open'." Harvard Business School Multimedia/Video Case 415-701, September 2014.
- March 2007
- Article
Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords
By: Benjamin Edelman, Michael Ostrovsky and Michael Schwarz
We investigate the "generalized second-price" auction (GSP), a new mechanism used by search engines to sell online advertising. Although GSP looks similar to the Vickrey-Clarke-Groves (VCG) mechanism, its properties are very different. Unlike the VCG mechanism, GSP...
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Edelman, Benjamin, Michael Ostrovsky, and Michael Schwarz. "Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords." American Economic Review 97, no. 1 (March 2007): 242–259. (Winner of the 2013 Prize in Game Theory and Computer Science from the Game Theory Society - for "the best paper at the interface of game theory and computer science in the last decade." Winner of the 2018 SIGecom Test of Time Award from the ACM Special Interest Group on E-Commerce - for "an influential paper or series of papers published between ten and twenty-five years ago that has significantly impacted research or applications exemplifying the interplay of economics and computation.")
The Value of Descriptive Analytics: Evidence from Online Retailers - Marketing Science
Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we...
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- November 2013
- Case
Groupon for Local Businesses
By: Thales Teixeira and Leora Kornfeld
Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large range in outcomes for firms that used daily deal sites such as Groupon? This case examines the effectiveness of online...
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Keywords:
Online Business;
Online Marketing;
Digital Marketing;
Marketing;
Advertising Industry;
North and Central America
Teixeira, Thales, and Leora Kornfeld. "Groupon for Local Businesses." Harvard Business School Case 514-047, November 2013.
- Web
European and UK Personal Data Collection Disclosure | HBS Online
Additional Privacy Disclosures 1. Introduction These Additional Privacy Disclosures (“Disclosures”) provide information on collection and use of personal data about individuals located in a Relevant Region (as defined below) and supplement the Harvard Business School...
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- March 2020 (Revised April 2020)
- Case
CarTrade
By: Rajiv Lal and Shreya Ramachandran
Vinay Sanghi, the founder and CEO of CarTrade, had been trying different business strategies to keep the company, which he founded in 2010 as an online marketplace for used and new cars, profitable and on track for growth. In a crowded and disorganized dealer...
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Keywords:
Online Marketplace;
Automobiles;
Customer Base;
Internet and the Web;
Growth and Development Strategy;
Business Model;
Financing and Loans;
E-commerce;
Digital Platforms;
Digital Marketing;
Auto Industry;
Retail Industry;
India;
Mumbai
Lal, Rajiv, and Shreya Ramachandran. "CarTrade." Harvard Business School Case 520-088, March 2020. (Revised April 2020.)
- 2021
- Working Paper
The Value of Data and Its Impact on Competition
By: Marco Iansiti
Common regulatory perspective on the relationship between data, value, and competition in online platforms has increasingly centered on the volume of data accumulated by incumbent firms. This view posits the existence of "data network effects," where more data leads to...
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Keywords:
Online Platforms;
Data Network Effects;
Analytics and Data Science;
Value;
Competition;
Digital Platforms
Iansiti, Marco. "The Value of Data and Its Impact on Competition." Harvard Business School Working Paper, No. 22-002, July 2021.
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...
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Keywords:
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Influencer Marketing;
Consumer;
Organic Growth;
Video Advertising;
Promotion;
Celebrities;
Online Advertising;
Online Channel;
Online Communities;
Online Community;
Go To Market Strategy;
Platform;
Media;
Media Content;
Digital;
Digital Culture;
Digital Influencers;
Direct To Consumer Marketing;
Direct-to-consumer;
Innovation & Entrepreneurship;
Innovation;
Sales;
Digital Platforms;
Digital Marketing;
Digital Strategy;
Consumer Behavior;
Internet and the Web;
Advertising;
Business Model;
Growth Management;
Marketing;
Marketing Strategy;
Marketing Channels;
Marketing Communications;
Communication Strategy;
Innovation Strategy;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
United States;
North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- March 2016 (Revised May 2018)
- Case
ASOS PLC
By: John R. Wells and Gabriel Ellsworth
Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand...
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Keywords:
ASOS;
AsSeenOnScreen;
Online Fashion;
Online Apparel;
Nick Beighton;
Nick Robertson;
E-commerce;
E-Commerce Strategy;
Online Retail;
Multichannel Retailing;
Omnichannel;
Social Media;
Marketplaces;
Shipping;
Advertising;
Digital Marketing;
Business Growth and Maturation;
Business Model;
Business Startups;
For-Profit Firms;
Customer Focus and Relationships;
Age;
Gender;
Currency Exchange Rate;
Profit;
Revenue;
Geography;
Geographic Scope;
Global Range;
Global Strategy;
Globalized Firms and Management;
Globalized Markets and Industries;
Business History;
Selection and Staffing;
Journals and Magazines;
Human Capital;
Business or Company Management;
Crisis Management;
Goals and Objectives;
Growth and Development;
Growth and Development Strategy;
Growth Management;
Management Succession;
Brands and Branding;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Product Positioning;
Social Marketing;
Media;
Distribution;
Distribution Channels;
Order Taking and Fulfillment;
Infrastructure;
Logistics;
Public Ownership;
Problems and Challenges;
Strategy;
Adaptation;
Business Strategy;
Competition;
Competitive Strategy;
Corporate Strategy;
Expansion;
Vertical Integration;
Segmentation;
Internet and the Web;
Mobile and Wireless Technology;
Apparel and Accessories Industry;
Fashion Industry;
Retail Industry;
United Kingdom;
England;
London
Wells, John R., and Gabriel Ellsworth. "ASOS PLC." Harvard Business School Case 716-449, March 2016. (Revised May 2018.)
- Article
Design of Search Engine Services: Channel Interdependence in Search Engine Results
By: Benjamin Edelman and Zhenyu Lai
The authors examine prominent placement of search engines' own services and effects on users' choices. Evaluating a natural experiment in which different results were shown to users who performed similar searches, they find that Google's prominent placement of its...
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Keywords:
Search Engine;
Organic Search;
Sponsored Search Advertising;
User Interface;
Channel Substitution;
Search Technology;
Consumer Behavior;
Online Advertising
Edelman, Benjamin, and Zhenyu Lai. "Design of Search Engine Services: Channel Interdependence in Search Engine Results." Journal of Marketing Research (JMR) 53, no. 6 (December 2016): 881–900. (First posted April 2013.)
- November 2021
- Article
Ratings, Reviews, and the Marketing of New Products
By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new...
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Keywords:
Online Reviews;
Product Ratings;
Social Networks;
Word Of Mouth;
Pricing;
User-generated Content;
Advertising;
Product Marketing;
Price;
Consumer Behavior;
Product Positioning;
Social Media
Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
- 2022
- Working Paper
Small Campaign Donors
By: Laurent Bouton, Julia Cagé, Edgard Dewitte and Vincent Pons
In this paper, we study the characteristics and behavior of small donors, and compare them to those of large donors. We first build a novel dataset including all the 340 million individual contributions reported to the U.S. Federal Election Commission between 2005 and...
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Keywords:
Campaign Finance;
Campaign Contributions;
Small Donations;
ActBlue;
WinRed;
TV Advertising;
Political Elections;
Finance;
Demographics;
Advertising;
Analysis;
Analytics and Data Science
Bouton, Laurent, Julia Cagé, Edgard Dewitte, and Vincent Pons. "Small Campaign Donors." NBER Working Paper Series, No. 30050, May 2022.
- January 2021 (Revised March 2021)
- Case
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Jill Avery, Ayelet Israeli and Emma von Maur
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Preference Prediction;
Predictive Analytics;
App Development;
"Marketing Analytics";
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Online Advertising;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Analytics and Data Science;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Digital Marketing;
Internet and the Web;
Mobile and Wireless Technology;
AI and Machine Learning;
E-commerce;
Digital Platforms;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised March 2021.)
- January 2014 (Revised February 2015)
- Case
YouTube for Brands
By: Thales Teixeira and Leora Kornfeld
This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos...
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Keywords:
Marketing;
Internet and the Web;
Decision Choices and Conditions;
Digital Marketing;
Brands and Branding;
Advertising Industry;
Advertising Industry;
Advertising Industry
Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)
- May 2021 (Revised February 2024)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
"Marketing Analytics";
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Online Advertising;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Analytics and Data Science;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Digital Marketing;
Internet and the Web;
Mobile and Wireless Technology;
AI and Machine Learning;
E-commerce;
Digital Platforms;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
- January 2021 (Revised May 2021)
- Case
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own...
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Keywords:
Data Analytics;
Data Privacy;
Data Management;
"Marketing Analytics";
Marketing Communication;
Marketing Research;
Data-driven Management;
E-Commerce Strategy;
Ethical Decision Making;
CRM;
Consumer Protection;
Targeted Advertising;
Targeted Policies;
Data Ownership;
Marketing;
Research;
Marketing Communications;
Analytics and Data Science;
Management;
Customer Relationship Management;
Ethics;
E-commerce;
Retail Industry;
Technology Industry;
United States
Ascarza, Eva, and Ayelet Israeli. "Amazon Shopper Panel: Paying Customers for Their Data." Harvard Business School Case 521-058, January 2021. (Revised May 2021.)