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New research on marketing from Harvard Business School faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy.
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WeWork—The IPO That Shouldn’t?

by Nori Gerardo Lietz

WeWork's IPO has been one of the most debated in recent memory. But the real controversy, says Nori Gerardo Lietz, is what is contained in the company's prospectus. Open for comment; Comment(s) posted.

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

by Dina Gerdeman

Influencer marketing has quickly become the best way to reach beauty consumers, proving more effective than celebrity endorsements and company ads, according to research by Alessia Vettese. Open for comment; Comment(s) posted.

Improving Customer Compatibility with Operational Transparency

by Ryan W. Buell and MoonSoo Choi

Service firms seeking prospective customers usually highlight the advantages of their offerings and downplay the tradeoffs. This study suggests a different approach: Provide transparency into advantages as well as tradeoffs. The transparency helps customers make informed decisions and can lead to better outcomes for both firms and customers over the long run.

Super Bowl Ads Sell Products, but Do They Sell Brands?

Re: Shelle M. Santana

Super Bowl advertising is increasingly about using storytelling to sell corporate brands rather than products. Shelle Santana discusses why stories win (or fumble) on game day. Open for comment; Comment(s) posted.

The Powerful Strategic Tool Companies Should Not Try to Control

by Danielle Kost

3QUESTIONS More executives are tapping user communities for strategic guidance, but productive relationships with fan groups require a nuanced approach, Frank Nagle says. Open for comment; Comment(s) posted.

Israel Turns 70: Does it Need a Rebrand?

Re: Elie Ofek

When market research revealed that many people associated Israel with military and political conflict, the country knew a rebrand was in order. In this podcast, Elie Ofek discusses the campaign's results. Open for comment; Comment(s) posted.

The Life of Luxury and How to Sell It

by Sean Silverthorne

Luxury is its own market, but who shops there? Who sells there? What's the best strategy? Researchers at Harvard Business School examine consumerism at the top of the curve. Open for comment; Comment(s) posted.

Will Startup Fishbowl Become the Social Media App for Your Industry?

Re: Leslie K. John

Fishbowl's founders have built a social media platform allowing professionals to connect anonymously and with candor within their companies and industries. Can they grow? Leslie John discusses her case study on the boundaries of social media and personal privacy. Open for comment; Comment(s) posted.

Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact

by Michelle A. Shell and Ryan W. Buell

Firms increasingly deploy self-service technologies (SSTs) to manage customer interfaces that are inherently stressful. For example, patients may be asked to use kiosks to check themselves into hospitals. This study finds that customer anxiety during SST transactions can reduce customers’ trust in the service provider. Operational design choices may help.

The Ferrari Way

by Michael Blanding

Secretive sports car maker Ferrari opens up to Stefan Thomke about how it has bucked industry trends to achieve success. Open for comment; Comment(s) posted.

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

by Danielle Kost

Countries such as Israel now realize they need to engage in public diplomacy as well as foreign diplomacy, and in place branding, not just political advocacy, says Elie Ofek. Open for comment; Comment(s) posted.

Calculators for Women: When Identity Appeals Provoke Backlash

by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

With calculators targeted to women and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why such identity appeals backfire. Identity appeals may fail equally whether they evoke negative or just milder stereotypes.

The Impacts of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

by Donald Ngwe, Kris J. Ferreira, and Thales Teixeira

This paper challenges the logic that making it easier for consumers to search across a wide assortment of products is the best strategy for online retailers. Experiments show that adding extra search costs to find discounted items can improve gross margins and sales by increasing the number of items inspected and serving as a self-selecting price discrimination mechanism among customers.

What’s the Antidote to Surveillance Capitalism?

by James Heskett

SUMMING UP: As companies increasingly build business models around our personal data, what can be done to fight back? James Heskett's readers suggest there are no easy answers. Open for comment; Comment(s) posted.

The Hidden Cost of a Product Recall

by Danielle Kost

Product failures create managerial challenges for companies but market opportunities for competitors, says Ariel Dora Stern. The stakes have only grown higher. Open for comment; Comment(s) posted.

Relative Performance Transparency: Effects on Sustainable Choices

by Ryan W. Buell, Shwetha Mariadassou, and Yanchong Zheng

Encouraging consumers to purchase a more sustainable product or use resources more responsibly is a key challenge for society. This paper discusses experiments involving more than 7,000 participants to shed light on how information and its presentation regarding sustainable performance can be a tool for enhancing sustainable choices in practice.

Who Will Measure up to These Two Remarkable Leaders?

by James Heskett

SUMMING UP. In the wake of the loss of two great CEOs, James Heskett asks which schools are ready to turn out the next generation of transformative leaders? Open for comment; Comment(s) posted.

Demand Estimation in Models of Imperfect Competition

by Alexander MacKay and Nathan H. Miller

The study shows how knowledge about firm behavior can be modeled to better predict demand. Firms tend to raise prices in response to higher demand, so observed relationships between price and quantity can be quite misleading. The authors provide an adjustment that can be used when price experiments or instrumental variables are not available.

Product Quality and Entering Through Tying: Experimental Evidence

by Hyunjin Kim and Michael Luca

This study empirically explores Google’s decision to tie its new reviews product to the top of its search results, excluding competitors. Results suggest that such "tying" can facilitate dominant platforms’ entry into adjacent markets, even when the tied product is of worse quality compared to existing options.

8 Ways to Make Olympic Stadiums Useful After the Games End

by Julia Hanna

For many cities that host the Olympic Games, the central stadium is nothing more than a white elephant after the competition ends. Stephen A. Greyser and Isao Okada pinpoint actions cities can take to give them new life. Open for comment; Comment(s) posted.