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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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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.

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.

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.

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.

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.

‘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.

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; 0 Comments.

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; 0 Comments.

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.

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.

Super Bowl Ads Sell Products, but Do They Sell Brands?

Re: Shelle M. Santana

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.

The Powerful Strategic Tool Companies Should Not Try to Control

by Danielle Kost

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; 0 Comments.

Israel Turns 70: Does it Need a Rebrand?

Re: Elie Ofek

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; 0 Comments.

The Life of Luxury and How to Sell It

by Sean Silverthorne

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; 0 Comments.

Will Startup Fishbowl Become the Social Media App for Your Industry?

Re: Leslie K. John

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; 0 Comments.

Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact

by Michelle A. Shell and Ryan W. Buell

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.

The Ferrari Way

by Michael Blanding

Secretive sports car maker Ferrari opens up to Stefan Thomke about how it has bucked industry trends to achieve success. Open for comment; 0 Comments.

How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

Re: Geoffrey G. Jones

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; 0 Comments.