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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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Why We Still Need Twitter: How Social Media Holds Companies Accountable

by Kasandra Brabaw

Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.

Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

by Michael Blanding

Consumers can't pass up a product update—even if there's no improvement. Research by Leslie John, Michael Norton, and Ximena Garcia-Rada illustrates the powerful allure of change. Are we really that naïve?

How Much More Would Holiday Shoppers Pay to Wear Something Rare?

by Michael Blanding

Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

by Kara Baskin

Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.

Is Baseball Ready to Compete for the Next Generation of Fans?

by Christina Pazzanese, Harvard Gazette

With its slower pace and limited on-field action, major league baseball trails football in the US, basketball, and European soccer in revenue and popularity. Stephen Greyser discusses the state of "America's pastime."

When Bias Creeps into AI, Managers Can Stop It by Asking the Right Questions

by Rachel Layne

Even when companies actively try to prevent it, bias can sway algorithms and skew decision-making. Ayelet Israeli and Eva Ascarza offer a new approach to make artificial intelligence more accurate.

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

by Shalene Gupta

Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners.

Peloton Changed the Exercise Game. Can the Company Push Through the Pain?

by Lane Lambert

When COVID-19 closed gyms, seemingly everyone rushed to order a Peloton bike and claim a spot on the company's signature leader board. And then things quickly went downhill. A case study by Robert Dolan looks at the tough road the exercise equipment maker faces.

TikTok: Super App or Supernova?

Re: Jeffrey F. Rayport

TikTok’s parent company, ByteDance, was launched in 2012 around the simple idea of helping users entertain themselves on their smartphones while on the Beijing Subway. By May 2020, TikTok operated in 155 countries and had roughly 1 billion monthly active users, placing it in the top ranks of digital platforms globally. But the app had drawn the attention of competitors, regulators, and politicians, especially in the US, where commercial success was critical to its long-term enterprise value. Would TikTok become the first “Super App” with a global footprint, or did it run the risk of becoming a supernova that shone brightly only for a passing moment? Harvard Business School senior lecturer Jeffrey Rayport discusses these strategic challenges in his case, “TikTok in 2020: Super App or Supernova?” Open for comment; 0 Comments.

For Entrepreneurs, Blown Deadlines Can Crush Big Ideas

by Rachel Layne

After a successful launch, entrepreneurs struggle to anticipate the complexities of product upgrades, says research by Andy Wu and Aticus Peterson. They offer three tips to help startups avoid disastrous delays. Open for comment; 0 Comments.

Outrage Spreads Faster on Twitter: Evidence from 44 News Outlets

by Kristen Senz

When it comes to social sharing, doom-and-gloom tweets beat sunshine and rainbows, says research by Amit Goldenberg. Is it time to send in the positivity police? Open for comment; 0 Comments.

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

Re: Mark R. Kramer

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; 0 Comments.

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

Re: Debora L. Spar

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; 0 Comments.

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; 0 Comments.

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

Re: Jeffrey J. Bussgang

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; 0 Comments.

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

Re: Jill J. Avery

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; 0 Comments.

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; 0 Comments.

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; 0 Comments.