Marketing
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- 06 Aug 2019
- Cold Call Podcast
Super Bowl Ads Sell Products, but Do They Sell Brands?
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.
- 25 Jun 2019
- Research & Ideas
The Powerful Strategic Tool Companies Should Not Try to Control
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.
- 04 Jun 2019
- Cold Call Podcast
Israel Turns 70: Does it Need a Rebrand?
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.
- 08 Apr 2019
- Sharpening Your Skills
The Life of Luxury and How to Sell It
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.
- 27 Mar 2019
- Cold Call Podcast
Will Startup Fishbowl Become the Social Media App for Your Industry?
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.
- 26 Mar 2019
- Working Paper Summaries
Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact
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.
- 21 Mar 2019
- HBS Case
The Ferrari Way
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.
- 14 Mar 2019
- Cold Call Podcast
How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand
Professor Geoff Jones examines the career of Helena Rubinstein, one of the trailblazing female entrepreneurs of the 20th century. Using guile, brilliant branding, and more than a few falsehoods, Rubinstein lifted cosmetics from an accessory item for prostitutes to a great luxury product during the Great Depression. Open for comment; Comment(s) posted.
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
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.
- 07 Mar 2019
- Working Paper Summaries
Calculators for Women: When Identity Appeals Provoke Backlash
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.
- 05 Mar 2019
- Working Paper Summaries
The Impacts of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment
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.
- 04 Mar 2019
- What Do You Think?
What’s the Antidote to Surveillance Capitalism?
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.
- 27 Feb 2019
- Research & Ideas
The Hidden Cost of a Product Recall
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.
- 19 Feb 2019
- Working Paper Summaries
Relative Performance Transparency: Effects on Sustainable Choices
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.
- 30 Jan 2019
- What Do You Think?
Who Will Measure up to These Two Remarkable Leaders?
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.
- 26 Nov 2018
- Working Paper Summaries
Demand Estimation in Models of Imperfect Competition
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.
- 12 Nov 2018
- Working Paper Summaries
Product Quality and Entering Through Tying: Experimental Evidence
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.
- 06 Nov 2018
- Research & Ideas
8 Ways to Make Olympic Stadiums Useful After the Games End
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.
- 18 Oct 2018
- Research & Ideas
How to Use Free Shipping as a Competitive Weapon
Free shipping is an increasingly important tool in the online retailer's marketing arsenal, but profit is lost when not done right, says Donald Ngwe. Open for comment; Comment(s) posted.
Improving Customer Compatibility with Operational Transparency
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.