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Show Results For
-
All HBS Web
(2,019)
- People (3)
- News (439)
- Research (1,202)
- Events (16)
- Multimedia (15)
- Faculty Publications (618)
- 2019
- Chapter
Pricing Mechanisms in Online Markets
By: Chiara Farronato
Farronato, Chiara. "Pricing Mechanisms in Online Markets." In The New Palgrave Dictionary of Economics. Living edition, edited by Matias Vernengo, Esteban Perez Caldentey, and Barkley J. Rosser Jr.. London: Palgrave Macmillan, 2019.
- April 2014
- Tutorial
Conjoint Analysis: Online Tutorial
By: Elie Ofek and Olivier Toubia
The Conjoint Analysis: Online Tutorial is an interactive pedagogical vehicle intended to facilitate understanding of one of the most popular market research methods in academia and practice, namely conjoint analysis. The aim is to provide students or executives going...
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- November 2014
- Case
Taryn Rose Launches Dresr: Street Marketing a Luxury Brand
By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping...
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- 26 May 2014
- News
Online Video Ads Blur Picture for Marketers
- February 2018
- Article
Auctions versus Posted Prices in Online Markets
By: Liran Einav, Chiara Farronato, Jonathan Levin and Neel Sundaresan
Auctions were very popular in the early days of internet commerce, but today online sellers mostly use posted prices. We model the choice between auctions and posted prices as a trade-off between competitive price discovery and convenience. Evidence from eBay fits the...
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Einav, Liran, Chiara Farronato, Jonathan Levin, and Neel Sundaresan. "Auctions versus Posted Prices in Online Markets." Journal of Political Economy 126, no. 1 (February 2018): 178–215.
- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...
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Keywords:
Offline Sales;
Marketing Strategy;
Digital Marketing;
Growth and Development Strategy;
Consumer Products Industry;
Retail Industry
Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
- March 2023
- Article
Learning to Successfully Hire in Online Labor Markets
By: Marios Kokkodis and Sam Ransbotham
Hiring in online labor markets involves considerable uncertainty: which hiring choices are more likely to yield successful outcomes and how do employers adjust their hiring behaviors to make such choices? We argue that employers will initially explore the value of...
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Kokkodis, Marios, and Sam Ransbotham. "Learning to Successfully Hire in Online Labor Markets." Management Science 69, no. 3 (March 2023): 1597–1614.
Learning to Successfully Hire in Online Labor Markets
Hiring in online labor markets involves considerable uncertainty: which hiring choices are more likely to yield successful outcomes and how do employers adjust their hiring behaviors to make such choices? We argue that employers will initially explore the value...
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- 02 May 2013
- News
Online Art Seller Eyes Wider Market
- 2021
- Working Paper
Who Benefits from Online Gig Economy Platforms?
By: Christopher Stanton and Catherine Thomas
This paper estimates the magnitude and distribution of surplus from the knowledge worker gig economy using data from an online labor market. Labor demand elasticities determine workers’ wages, and buyers’ past market experience shapes both their job posting frequency...
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Keywords:
Gig Economy;
Knowledge Workers;
Online Platforms;
Employment;
Internet and the Web;
Governing Rules, Regulations, and Reforms;
Wages;
Digital Platforms
Stanton, Christopher, and Catherine Thomas. "Who Benefits from Online Gig Economy Platforms?" NBER Working Paper Series, No. 29477, November 2021. (Revise and Resubmit at American Economic Review.)
- February 2010 (Revised March 2012)
- Case
Harvard Business School Executive Education: Balancing Online and Offline Marketing
By: John A. Deighton and Leora Kornfeld
How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to...
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Keywords:
Transition;
Marketing Strategy;
Budgets and Budgeting;
Technology Adoption;
Digital Marketing;
Resource Allocation;
Information Technology Industry
Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Case 510-091, February 2010. (Revised March 2012.) (request a courtesy copy.)
- 2018
- Working Paper
Opportunistic Returns and Dynamic Pricing: Empirical Evidence from Online Retailing in Emerging Markets
By: Chaithanya Bandi, Antonio Moreno, Donald Ngwe and Zhiji Xu
We investigate how dynamic pricing can lead to more product returns in the online retail industry. Using detailed sales data of more than two million transactions from the Indian online retail market, where price promotions are very common, we document two types of...
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Keywords:
Cash On Delivery;
Dynamic Pricing;
Online Retail;
Payment Methods;
Strategic Customer Behavior;
Opportunistic Returns;
Price;
Policy;
Consumer Behavior;
Emerging Markets;
Retail Industry
Bandi, Chaithanya, Antonio Moreno, Donald Ngwe, and Zhiji Xu. "Opportunistic Returns and Dynamic Pricing: Empirical Evidence from Online Retailing in Emerging Markets." Harvard Business School Working Paper, No. 19-030, September 2018.
- 2016
- Article
Peer-to-Peer Markets
By: Liran Einav, Chiara Farronato and Jonathan Levin
Peer-to-peer markets such as eBay, Uber, and Airbnb allow small suppliers to compete with traditional providers of goods or services. We view the primary function of these markets as making it easy for buyers to find sellers and engage in convenient, trustworthy...
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Keywords:
Peer-to-peer;
Online Platforms;
Matching;
Innovation;
Digital Platforms;
Marketplace Matching;
Market Design;
Internet and the Web;
Technology Adoption;
Network Effects;
Market Entry and Exit
Einav, Liran, Chiara Farronato, and Jonathan Levin. "Peer-to-Peer Markets." Annual Review of Economics 8 (2016): 615–635.
- 14 Nov 2014
- News
High-Frequency Traders Turn to the Online Ad Market
- July 7, 2022
- Other Article
Are Online Prices Higher Because of Pricing Algorithms?
By: Zach Y. Brown and Alexander J. MacKay
This article reviews recent work examining pricing strategies of major online retailers and the potential effects of pricing algorithms. We describe how pricing algorithms can lead to higher prices in a number of ways, even if some characteristics of these algorithms...
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Keywords:
Pricing Algorithms;
Online Marketplace;
Digital Strategy;
Internet and the Web;
Retail Industry
Brown, Zach Y., and Alexander J. MacKay. "Are Online Prices Higher Because of Pricing Algorithms?" Brookings Series: The Economics and Regulation of Artificial Intelligence and Emerging Technologies (July 7, 2022).
- May–June 2015
- Article
Television Advertising and Online Shopping
By: Jura Liaukonyte, Thales Teixeira and Kenneth Wilbur
Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a...
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Keywords:
Content Analysis;
Difference-in-differences;
Internet;
Media Multitasking;
Online Purchases;
Advertising;
Advertising Industry;
United States
Liaukonyte, Jura, Thales Teixeira, and Kenneth Wilbur. "Television Advertising and Online Shopping." Marketing Science 34, no. 3 (May–June 2015): 311–330.
- Article
The Market Design and Policy of Online Review Platforms
By: Benjamin Edelman
I present the institutions and incentives of online reviews, including attracting initial reviews, assuring truthful reviews of genuine experiences, and avoiding inflated or deceptive reviews. I also explore the competition and consumer protection concerns associated...
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Keywords:
Reviews;
Reputation;
Platforms;
Marketplaces;
Deception;
Market Design;
Multi-Sided Platforms;
Law;
Online Technology;
Information Technology Industry;
Telecommunications Industry;
Accommodations Industry;
Retail Industry
Edelman, Benjamin. "The Market Design and Policy of Online Review Platforms." Oxford Review of Economic Policy 33, no. 4 (Winter 2017): 635–649.
- February 2021
- Teaching Note
Digital Marketing at HBS Online Teaching Note
By: Sunil Gupta and Rajiv Lal
- Other Article
The Market That Wasn't: The Non-emergence of the Online Grocery Category
By: Chad Navis, Greg Fisher, Ryan Raffaelli and Mary Ann Glynn
We examine the non-emergence of a potential new market category. In the late 1990s the entrepreneurial firms that attempted to sell groceries online attracted significant resources, made meaningful technological advancements and generated immense publicity, yet online...
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Keywords:
Internet and the Web;
Food;
Emerging Markets;
Service Industry;
Food and Beverage Industry
Navis, Chad, Greg Fisher, Ryan Raffaelli, and Mary Ann Glynn. "The Market That Wasn't: The Non-emergence of the Online Grocery Category." Proceedings of the Frontiers in Managerial and Organizational Cognition Conference 1 (September 2012).
- 2010
- Article
Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics
By: Feng Zhu and Michael Zhang
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games...
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Keywords:
Internet Marketing;
Online Consumer Reviews;
Word Of Mouth;
Long Tail;
Internet and the Web;
Marketing Reference Programs;
Digital Marketing;
Video Game Industry
Zhu, Feng, and Michael Zhang. "Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics." Journal of Marketing 74, no. 2 (March 2010): 133–148.