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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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SmileDirect Looks Beyond Direct-to-Consumer Marketing

PODCAST: Teledentistry company SmileDirectClub is butting up against the limits of direct-to-consumer marketing. Len Schlesinger discusses his recent case study with Matt Higgins. Open for comment; Comment(s) posted.

Is it Time for Big Apple Circus to Fold the Tent?

Re: David G. Fubini

David Fubini discusses his case study about the future of Big Apple Circus. Open for comment; Comment(s) posted.

Your Customers Have Changed. Here's How to Engage Them Again.

by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim

The coronavirus makes your customers less able and less willing to spend than before. How should you re-engage with them? Advice from Rohit Deshpandé and colleagues. Open for comment; Comment(s) posted.

What Customers Need to Hear from You During the COVID Crisis

by Jill Avery and Richard Edelman

Many brands have turned off their marketing efforts during the pandemic, but Jill Avery and Richard Edelman argue that now is the time when customers need to hear from you most. But what do you say? Open for comment; Comment(s) posted.

Warring Algorithms Could Be Driving Up Consumer Prices

by Kristen Senz

Companies increasingly use software to conduct rapid price changes. Alexander MacKay explains why firms might benefit but consumers should be worried. Open for comment; Comment(s) posted.

Are Candor, Humility, and Trust Making a Comeback?

by James Heskett

SUMMING UP: Have core leadership values been declining in recent years? If so, how do we get them back? James Heskett's readers provide answers. Open for comment; Comment(s) posted.

Reinventing Retail: The Novel Resurgence of Independent Bookstores

by Ryan Raffaelli

Independent booksellers in the United States have proven resilient in the face of multiple technological and business model shifts in the bookselling industry. By tapping into a larger social movement that promotes the value of shopping local and a desire to cultivate community, successful booksellers are differentiating themselves from online and big box competitors.

The Upside of Highlighting a Product's Downsides

by Danielle Kost

Companies want to show their offerings in the best light. Ryan W. Buell and MoonSoo Choi find out what happens when they also embrace transparency, accentuating the positive—and the negative. Open for comment; Comment(s) posted.

Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure

by Doug J. Chung, Kyoungwon Seo, and Reo Song

How do technology stores, particularly those owned by Apple and Microsoft, affect retail sales and market dynamics at malls? Through modeling and simulation, the authors found that these stores helped malls draw more high-income consumers, supporting the entry of upscale stores and exit of midscale and discount stores.

Identify Great Customers from Their First Purchase

by Kristen Senz

Using data from their very first transaction, companies can identify shoppers who will create the best long-term value, says Eva Ascarza. Open for comment; Comment(s) posted.

Creating the Experimentation Organization

by Michael Blanding

New tools allow companies to innovate on an unprecedented scale, in every aspect of business. But the organization must also change. Stefan Thomke previews his forthcoming book, Experimentation Works. Open for comment; Comment(s) posted.

Secrets for Creating a Long-Lasting Brand

by Sean Silverthorne

Brands can be magic in the marketplace. But just what are the components of a great brand? How do you build one? And how do they survive over time? Open for comment; Comment(s) posted.

It's No Joke: AI Beats Humans at Making You Laugh

by Dina Gerdeman

New research shows people don’t trust recommendations from algorithms—and that’s a problem for companies that increasingly rely on AI-based technology to persuade consumers. Michael H. Yeomans explains how businesses can overcome that bias. Open for comment; Comment(s) posted.

Don't Turn Your Marketing Function Over to AI Just Yet

by Kristen Senz

Lacking human insight, artificial intelligence will be limited when it comes to helping marketers open the black box of market prediction, says Tomomichi Amano. Open for comment; Comment(s) posted.

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

by Dina Gerdeman

Just how far will women go to avoid products labeled "for women?" Research by Leslie K. John and colleagues explores why gender marketing usually offends the very people a company is trying to attract. Open for comment; Comment(s) posted.

Vote Choice Formation and the Minimal Effects of TV Debates: Evidence from 61 Elections in 9 OECD Countries

by Caroline Le Pennec-Caldichoury and Vincent Pons

This study of 61 elections around the world finds that vote choices aggregate a lot of information obtained during the electoral season, but the contribution of TV debates to this process is negligible.

How Companies Can Make Up with (Very) Unhappy Customers

by Sean Silverthorne

It happens to the best of companies. One fine day a public relations nightmare explodes and shatters your hard-won trust with customers. What should you do next? Open for comment; Comment(s) posted.

Soul and Machine (Learning)

by Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano et al.

This paper argues with examples and predictions that while marketing science theory, engineering, and machine learning capabilities are changing the way we think about marketing, true advances will come when marketing managers know when to trust the machine and when to trust their instincts.

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.