- 04 Feb 2002
- Research & Ideas
How a Juicy Brand Came Back to Life
"Some brands just want to have fun, and from birth Snapple was one of them," says HBS professor John Deighton. As he explains in this excerpt from Harvard Business Review, the odyssey of the fun-loving beverage contains smart lessons for managers on branding and company culture. Closed for comment; 0 Comments.
- 17 Sep 2001
- Research & Ideas
Why E-commerce Didn’t Die With the Fall of Webvan
The Internet grocer Webvan died a nasty death along with many other online delivery services—or did it? HBS professor John A. Deighton describes how the forces that propelled it are here to stay. Closed for comment; 0 Comments.
- 25 Sep 2000
- Research & Ideas
Cyber-Marketing: Scouting the Digital Communications Frontier
Marketers have a whole new game to learn in the digital revolution, and the greatest benefit, says HBS Professor John A. Deighton, will go to those who comprehend and embrace the new medium most quickly. But, adds Deighton, that's unlikely to be a simple task. Closed for comment; 0 Comments.
- 16 May 2000
- Research & Ideas
Getting the Message: How the Internet is Changing Advertising
In the six years since the first banner ad appeared on the World Wide Web, advertising has been transformed. With powerful technologies that can track responses and target customers, the Internet offers marketers a new world of opportunities. HBS Professors Alvin J. Silk and John A. Deighton and others offer perspectives, in this article from the HBS Bulletin, on advertising in the age of the Web. Closed for comment; 0 Comments.
Should You Sell Your Digital Privacy?
Regulation won’t stop privacy invasion, says HBS professor John Deighton. What will? What if companies paid us to use our identity? A market approach to privacy problems. Closed for comment; 0 Comments.