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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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The Twofold Effect of Customer Retention in Freemium Settings

by Eva Ascarza, Oded Netzer, and Julian Runge

Many digital products offer “freemiums”: that is, part of the product for free, often with advertising, and an enhanced customer experience for payment. This research, in a mobile game context, shows the importance of recognizing the short- and long-term effects on customer retention when managing the tradeoffs between free and paid aspects of freemium products.

Dove: Maintaining a Brand with Purpose

Unilever’s Dove soap became a brand with purpose when it launched the “Campaign for Real Beauty” to combat media-driven stereotypes of female beauty. Can Dove maintain both its market position and social impact in the future? Senior Lecturer, Mark Kramer discusses his case, “Dove and Real Beauty: Building a Brand with Purpose.” Open for comment; Comment(s) posted.

Accounting for Product Impact in the Consumer Finance Industry

by George Serafeim and Katie Trinh

A framework and method for measuring and monetizing product impact across industries, applying it to two competitors in the consumer finance space.

The Challenges of Commercializing Fertility

Entrepreneur Christy Jones wants to create a venture to help women preserve their eggs and postpone motherhood. But what would an egg-freezing service sell—and to whom? Debora Spar discusses the challenges of commercializing fertility in a new case study. Open for comment; Comment(s) posted.

The COVID Gender Gap: Why Fewer Women Are Dying

by Dina Gerdeman

To promote the greatest safety, public health officials should target their pandemic messaging to men differently than to women. Research by Vincent Pons and colleagues. Open for comment; Comment(s) posted.

How to Launch a New Biosciences Product: Start Small or Dive in?

C16 Biosciences wants to replace palm oil, a major contributor to deforestation, with a lab-grown substitute. But CEO Shara Ticku faces a tough decision in bringing the product to market. Jeff Bussgang discusses his case study. Open for comment; Comment(s) posted.

Glossier Built a Cult-Brand and a Digital Community, but What’s Next?

Glossier, the digital-first, direct-to-consumer beauty brand considers shifting its strategy toward influencer marketing and paid media. Professor Jill Avery discusses her case study. Open for comment; Comment(s) posted.

Is the 'Experimentation Organization' Becoming the Competitive Gold Standard?

by James Heskett

SUMMING UP: Digital experimentation is gaining momentum as an everyday habit in many organizations, especially those in high tech, say James Heskett's readers. Open for comment; Comment(s) posted.

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?

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.