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Teaching Plan | HBS Case Collection | August 2019

Wattpad

by John Deighton and Leora Kornfeld

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Language: English Format: Print 11 pages Purchase

Citation:

Deighton, John, and Leora Kornfeld. "Wattpad." Harvard Business School Teaching Plan 920-301, August 2019.

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John A. Deighton

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  • Working Paper | 2019

    A Quantity-Driven Theory of Term Premiums and Exchange Rates

    Robin Greenwood, Samuel G. Hanson, Jeremy C. Stein and Adi Sunderam

    We develop a model in which risk-averse, specialized bond investors must be paid to absorb shocks to the supply and demand for long-term bonds in two currencies. Since long-term bonds and foreign exchange are both exposed to unexpected movements in short-term interest rates, our model naturally links the predictability of long-term bond returns to the predictability of foreign exchange returns. Specifically, a shift in the net supply of long-term bonds in one currency influences bond term premiums in both currencies as well as the foreign exchange rate between the two currencies. Our model matches several important empirical patterns, including the co-movement between exchange rates and bond term premiums as well as the finding that central banks' quantitative easing policies impact not only local-currency long-term yields, but also foreign exchange rates. We also show that this quantity-driven approach provides a unified account explaining both why foreign exchange tends to outperform when the foreign interest rates exceed domestic rates and why long-term bonds tend to outperform when the yield curve is steep.

    Keywords: term premium; exchange rate; Bonds; Currency; Theory;

    Citation:

    Greenwood, Robin, Samuel G. Hanson, Jeremy C. Stein, and Adi Sunderam. "A Quantity-Driven Theory of Term Premiums and Exchange Rates." Working Paper, November 2019.  View Details
    CiteView Details Read Now Related
  • Article | Journal of Consumer Research | June 2019

    Learning to Become a Taste Expert

    Kathryn A. Latour and John A. Deighton

    Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming expert center on cultivating an analytic mindset. In the present research the authors explore the benefit to enthusiasts of moving beyond analytics to cultivate a holistic style of processing. In the taste context the authors define holistic processing as nonverbal, imagery based, and involving narrative processing. The authors conduct qualitative interviews with taste experts (Master Sommeliers) to operationalize the holistic approach to hedonic learning and then test it against traditional analytic methods in a series of experiments across a range of hedonic products. The results suggest that hedonic learning follows a sequence of stages whose order matters and that the holistic stage is facilitated by attending to experience as a narrative event and by employing visual imagery. The results of this multi-method investigation have implications for both managers and academics interested in how consumers learn to become expert in hedonic product categories.

    Keywords: Learning; Experience and Expertise; Analysis; Perception;

    Citation:

    Latour, Kathryn A., and John A. Deighton. "Learning to Become a Taste Expert." Journal of Consumer Research 46, no. 1 (June 2019): 1–19.  View Details
    CiteView DetailsFind at Harvard Related
  • Case | HBS Case Collection | May 2016 (Revised April 2019)

    Legendary Entertainment: Moneyball for Motion Pictures

    John A. Deighton and Leora Kornfeld

    Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and appoints him to run marketing analytics for Legendary. The methods perform well in the motion picture market. Other Hollywood studios want to lease its services, and firms outside of entertainment express interest. Marolda and Tull consider setting up Legendary Analytics as an independent consulting business. At that point Dalian Wanda, China's largest entertainment and real estate conglomerate, buys Legendary. Should Marolda focus on China or the diversified U.S. market?

    Keywords: "marketing analytics"; Marketing Strategy; Decision Making; Motion Pictures and Video Industry; Entertainment and Recreation Industry;

    Citation:

    Deighton, John A., and Leora Kornfeld. "Legendary Entertainment: Moneyball for Motion Pictures." Harvard Business School Case 516-117, May 2016. (Revised April 2019.)  View Details
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