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- Faculty Publications (396)
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- January 1978 (Revised April 1994)
- Case
Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion
Greyser, Stephen A. "Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion." Harvard Business School Case 578-133, January 1978. (Revised April 1994.)
- July 1977 (Revised February 1978)
- Case
Rose Milk
Greyser, Stephen A. "Rose Milk." Harvard Business School Case 578-024, July 1977. (Revised February 1978.)
- February 1974
- Case
Listerine Lozenges
Greyser, Stephen A. "Listerine Lozenges." Harvard Business School Case 574-062, February 1974.
- February 1973 (Revised June 1973)
- Case
Listerine Antiseptic (A)
Greyser, Stephen A. "Listerine Antiseptic (A)." Harvard Business School Case 573-060, February 1973. (Revised June 1973.)
- Research Summary
Competing business models
Building on the literatures on competitive positioning and the theory of industrial organization, my work seeks to tackle previously unaddressed questions by studying situations where firms compete in dissimilar ways. Some examples of these questions include:View Details
- Teaching Interest
Digital Marketing Strategy
By: John A. Deighton
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
- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and...
View Details
Keywords:
Advertising;
Buzz Marketing;
Internet Marketing;
Marketing;
Marketing Management;
Social Media;
Social Networks;
Viral Marketing;
Word-of-mouth Marketing;
Digital;
Internet;
Marketing Channels;
Marketing Reference Programs;
Online Advertising;
Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- Teaching Interest
Overview
By: John A. Deighton
I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability.
View Details
- Teaching Interest
Overview
By: Nancy F. Koehn
My teaching and research focus on crisis leadership and how men and women use crises to make themselves better leaders. I currently teach a module in the Advanced Management Program and an HBS Online LIVE course on Courageous Leadership. The purpose of each course is...
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- Teaching Interest
Overview
Technology Entrepreneurship, Marketing Strategy, Service Management
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- Research Summary
Overview
By: Nancy F. Koehn
My research focuses on crisis leadership and how leaders and their teams rise to the challenges of high-stakes situations. Using the lens of history, my work examines how individual leaders from business, government and other walks accomplish important—often seemingly...
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- Research Summary
Overview
By: John A. Deighton
Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He...
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- Research Summary
Overview
Rayport focuses his teaching and research on launching and scaling technology ventures, with emphasis on digital media, e-commerce, and multi-channel retail.
View Details
Keywords:
Entrepreneurial Management;
Digital Marketing;
Digital Innovation;
Digital Media;
E-commerce;
E-Commerce Strategy;
"Marketing Analytics";
Advertising Technology;
Technology Entrepreneurship;
Entrepreneurship;
Technological Innovation;
Marketing Strategy;
Service Operations;
Technology Industry;
Technology Industry;
Technology Industry;
Technology Industry;
United States;
European Union;
China
- Research Summary
Research Focus
By: Anita Elberse
My research focuses on "creative industries," defined as industries that supply goods that we commonly associate with artistic, cultural, or entertainment value -- including book and magazine publishing, film, music, television, video games, the performing...
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- Forthcoming
- Book
The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create
By: Steve Kaczynski and Scott Duke Kominers
We demystify the coming digital revolution, showing how NFTs will transform our online and offline interactions.
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
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
Keywords:
Economic Systems;
Microeconomics;
Entrepreneurship;
Cultural Entrepreneurship;
Information Technology;
Innovation and Invention;
Innovation Strategy;
Digital Platforms;
Digital Strategy;
Digital Transformation;
Internet and the Web;
Technology Adoption;
Marketing;
Marketing Strategy;
Product Marketing;
Product Positioning;
Markets;
E-commerce;
Market Design;
Value;
Customer Value and Value Chain;
Collaborative Innovation and Invention;
Innovation and Management;
Organizational Structure;
Customer Ownership;
Ownership;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry
Kaczynski, Steve, and Scott Duke Kominers. The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create. Portfolio/Penguin, forthcoming.
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