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    MarketingRemove Marketing →

    New research on marketing from Harvard Business School faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy.
    ← Page 2 of 303 Results →
    • 16 Jun 2020
    • Research & Ideas

    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; 0 Comments.

    • 07 Apr 2020
    • Research & Ideas

    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; 0 Comments.

    • 09 Mar 2020
    • Research & Ideas

    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; 0 Comments.

    • 02 Mar 2020
    • What Do You Think?

    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; 0 Comments.

    • 25 Feb 2020
    • Working Paper Summaries

    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.

    • 30 Jan 2020
    • Research & Ideas

    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; 0 Comments.

    • 17 Dec 2019
    • Working Paper Summaries

    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.

    • 09 Dec 2019
    • Research & Ideas

    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; 0 Comments.

    • 04 Dec 2019
    • Book

    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; 0 Comments.

    • 27 Nov 2019
    • Sharpening Your Skills

    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; 0 Comments.

    • 20 Nov 2019
    • Research & Ideas

    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; 0 Comments.

    • 13 Nov 2019
    • Research & Ideas

    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; 0 Comments.

    • 17 Oct 2019
    • Research & Ideas

    ‘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; 0 Comments.

    • 15 Oct 2019
    • Working Paper Summaries

    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.

    • 07 Oct 2019
    • Sharpening Your Skills

    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; 0 Comments.

    • 04 Oct 2019
    • Working Paper Summaries

    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.

    • 18 Sep 2019
    • Op-Ed

    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; 0 Comments.

    • 26 Aug 2019
    • Research & Ideas

    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; 0 Comments.

    • 21 Aug 2019
    • Working Paper Summaries

    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.

    • 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; 0 Comments.

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