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Publications

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    • Faculty Publications  (33)

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    • All HBS Web  (853)
      • Faculty Publications  (33)

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      • 2022
      • Working Paper

      Getting on the Map: The Impact of Online Listings on Business Performance

      By: Michael Luca, Abhishek Nagaraj and Gauri Subramani
      We evaluate the extent to which small businesses maintain an online presence, looking at restaurant listings on a major online review platform. While the majority of restaurants have an online presence, we find that roughly 18 percent in our sample have no presence as...  View Details
      Keywords: Small Business; Internet and the Web; Revenue; Digital Marketing; Food and Beverage Industry
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      Luca, Michael, Abhishek Nagaraj, and Gauri Subramani. "Getting on the Map: The Impact of Online Listings on Business Performance." Harvard Business School Working Paper, No. 23-031, December 2022.
      • July 7, 2022
      • Other Article

      Are Online Prices Higher Because of Pricing Algorithms?

      By: Zach Y. Brown and Alexander J. MacKay
      This article reviews recent work examining pricing strategies of major online retailers and the potential effects of pricing algorithms. We describe how pricing algorithms can lead to higher prices in a number of ways, even if some characteristics of these algorithms...  View Details
      Keywords: Pricing Algorithms; Online Marketplace; Digital Strategy; Internet and the Web; Retail Industry
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      Brown, Zach Y., and Alexander J. MacKay. "Are Online Prices Higher Because of Pricing Algorithms?" Brookings Series: The Economics and Regulation of Artificial Intelligence and Emerging Technologies (July 7, 2022).
      • 2022
      • Working Paper

      Consumer Reviews and Regulation: Evidence from NYC Restaurants: Evidence from NYC Restaurants

      By: Chiara Farronato and Georgios Zervas
      We investigate the informativeness of hygiene signals in online reviews, and their effect on consumer choice and restaurant hygiene. We first extract signals of hygiene from Yelp. Among all dimensions that regulators monitor through mandated restaurant inspections, we...  View Details
      Keywords: Restaurants; Reviews; Hygiene; Yelp; Regulation; Food; Governing Rules, Regulations, and Reforms; Consumer Behavior
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      Farronato, Chiara, and Georgios Zervas. "Consumer Reviews and Regulation: Evidence from NYC Restaurants: Evidence from NYC Restaurants." NBER Working Paper Series, No. 29715, February 2022.
      • December 2021 (Revised September 2022)
      • Case

      Moleskine: Daniela Riccardi Turns the Page

      By: Ryan Raffaelli and Sarah Gulick
      Newly appointed CEO Daniela Riccardi needed to develop and present an action plan to the board of the company that owned Moleskine. Riccardi was hired because Moleskine had recently overextended its reach and needed more focus and discipline. Having previously served...  View Details
      Keywords: Rebranding; Brands and Branding; Organizational Change and Adaptation; Operations; Planning; Retail Industry; Italy
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      Raffaelli, Ryan, and Sarah Gulick. "Moleskine: Daniela Riccardi Turns the Page." Harvard Business School Case 422-044, December 2021. (Revised September 2022.)
      • November 2021
      • Article

      Ratings, Reviews, and the Marketing of New Products

      By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
      We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new...  View Details
      Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
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      Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
      • March 2021
      • Case

      The U.S. Home Improvement Sector in 2020

      By: José Alvarez and David Lane
      Provides an overview of the U.S. home improvement sector in 2020, reviewing sources of growth in the decade ending in 2020, with special attention to the impact of COVID-19 on market leaders Home Depot and Lowe’s and the spike in online revenues for both. Also noted...  View Details
      Keywords: Change Management; Trends; Leading Change; Operations; Organizational Change and Adaptation; Performance; Technology; Construction Industry; United States
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      Alvarez, José, and David Lane. "The U.S. Home Improvement Sector in 2020." Harvard Business School Case 521-032, March 2021.
      • November–December 2020
      • Article

      Does Gender Matter? The Effect of Management Responses on Reviewing Behavior

      By: Davide Proserpio, Isamar Troncoso and Francesca Valsesia
      We study the effect of management responses on the reviewing behavior of self-identified female and male reviewers. Using data from Tripadvisor, we show that after hotels begin to respond to reviews, the probability that a negative review comes from a self-identified...  View Details
      Keywords: Word Of Mouth; Online Reviews; Management Responses; E-commerce; Gender; Prejudice and Bias; Digital Platforms; Customers
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      Proserpio, Davide, Isamar Troncoso, and Francesca Valsesia. "Does Gender Matter? The Effect of Management Responses on Reviewing Behavior." Special Issue on Marketing Science and Field Experiments. Marketing Science 39, no. 6 (November–December 2020).
      • April 2020
      • Article

      Collective Emotions

      By: Amit Goldenberg, David Garcia, Eran Halperin and James J. Gross
      When analyzing situations in which multiple people are experiencing emotions together—whether the emotions are positive or negative and whether the situations are online or offline—we are intuitively drawn to the emotions of each individual in the situation. However,...  View Details
      Keywords: Emotions; Social Psychology
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      Goldenberg, Amit, David Garcia, Eran Halperin, and James J. Gross. "Collective Emotions." Current Directions in Psychological Science 29, no. 2 (April 2020): 154–160.
      • March 2020
      • Case

      Thingtesting: Launching a Brand Discovery and Testing Digital Community

      By: Ayelet Israeli and Jill Avery
      Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander...  View Details
      Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Influencers; Influencer; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; United States; Europe; North America
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      Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
      • 2020
      • Working Paper

      Consumer Protection in an Online World: An Analysis of Occupational Licensing

      By: Chiara Farronato, Andrey Fradkin, Bradley Larsen and Erik Brynjolfsson
      We study the effects of occupational licensing on consumer choices and market outcomes in a large online platform for residential home services. We exploit exogenous variation in the time at which licenses are displayed on the platform to identify the causal effects of...  View Details
      Keywords: Occupational Licensing; Consumer Protection; Governing Rules, Regulations, and Reforms; Consumer Behavior; Decision Making; Customer Satisfaction
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      Farronato, Chiara, Andrey Fradkin, Bradley Larsen, and Erik Brynjolfsson. "Consumer Protection in an Online World: An Analysis of Occupational Licensing." NBER Working Paper Series, No. 26601, January 2020.
      • October 14, 2019
      • Article

      Designing Better Online Review Systems

      By: Geoff Donaker, Hyunjin Kim and Michael Luca
      Online reviews are transforming the way consumers choose products and services of all sorts. We turn to TripAdvisor to plan a vacation, Zocdoc to find a doctor, and Yelp to choose a new restaurant. Reviews can create value for buyers and sellers alike, but only if they...  View Details
      Keywords: Reviews; Internet and the Web; Design; Quality; Reputation
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      Donaker, Geoff, Hyunjin Kim, and Michael Luca. "Designing Better Online Review Systems." Harvard Business Review 97, no. 6 (November–December 2019): 122–129.
      • 2017
      • Working Paper

      Nowcasting the Local Economy: Using Yelp Data to Measure Economic Activity

      By: Edward L. Glaeser, Hyunjin Kim and Michael Luca
      Can new data sources from online platforms help to measure local economic activity? Government datasets from agencies such as the U.S. Census Bureau provide the standard measures of economic activity at the local level. However, these statistics typically appear only...  View Details
      Keywords: Economy; Analytics and Data Science; Local Range; Social and Collaborative Networks
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      Glaeser, Edward L., Hyunjin Kim, and Michael Luca. "Nowcasting the Local Economy: Using Yelp Data to Measure Economic Activity." Harvard Business School Working Paper, No. 18-022, September 2017. (Revised October 2017.)
      • November 2016 (Revised May 2017)
      • Case

      The Black List

      By: Henry McGee and Sarah McAra
      Franklin Leonard founded The Black List in 2005 as an innovative approach to identifying potential hit movie scripts via crowdsourcing. As the annual Black List proved to hold the scripts of some of Hollywood’s most successful films, from “Slumdog Millionaire” to...  View Details
      Keywords: Screenwriting; Independent Production; Hollywood; Film Development; Film Distribution; Film Financing; Manging Uncertainty; Barriers To Entry; Globalization; Digitalization; Film Entertainment; Entrepreneurship; Marketing; Media; Strategy; Motion Pictures and Video Industry; United States
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      McGee, Henry, and Sarah McAra. "The Black List." Harvard Business School Case 317-027, November 2016. (Revised May 2017.)
      • September 21, 2016
      • Article

      For Better Online Product Reviews, Pay the Reviewers

      By: Scott Duke Kominers
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      Kominers, Scott Duke. "For Better Online Product Reviews, Pay the Reviewers." Bloomberg View (September 21, 2016).
      • Other Article

      Online Discounting: Who is Leading the Race to the Bottom?

      By: Ayelet Israeli, Eric Anderson and Anne Coughlan
      A short review of the finidings in: Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets." Marketing Science 35, no. 4 (July–August 2016): 539–564.  View Details
      Keywords: Pricing; Price Policies; Pricing Policies; Discounting; Retailing; Retailing Industry; Minimum Advertised Price; Ecommerce; E-Commerce Strategy; Price; Distribution Channels; Distribution; Digital Marketing; E-commerce; Retail Industry; Technology Industry; Advertising Industry; United States
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      Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Online Discounting: Who is Leading the Race to the Bottom?" Harvard Business Review 94, no. 3 (March 2016): 24–24. (Idea Watch.)
      • August 2015
      • Case

      Yabbly (A)

      By: Shikhar Ghosh and Christopher Payton
      In November 2013, with less than 10 months of cash on hand, Tom Leung, the founder and CEO of Yabbly, must decide where to focus his resources. His startup, a question-and-answer application for shopping decisions, had benefited from a strong showing at the SXSW...  View Details
      Keywords: Startup; Mobile; Online Product Reviews; Consumer Products; Business Model; Business Plan; Business Startups; Entrepreneurship; Innovation Strategy; Mobile and Wireless Technology; Internet and the Web; North America; United States; Washington (state, US); Seattle
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      Ghosh, Shikhar, and Christopher Payton. "Yabbly (A)." Harvard Business School Case 816-030, August 2015.
      • Article

      Positioning Brands Against Large Competitors to Increase Sales

      By: Neeru Paharia, Jill Avery and Anat Keinan
      We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor's size...  View Details
      Keywords: Brands; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry; Retail Industry; Food and Beverage Industry; Air Transportation Industry; United States
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      Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.)
      • September 2014 (Revised June 2017)
      • Case

      Google Inc. in 2014

      By: Benjamin Edelman and Thomas R. Eisenmann
      Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next.  View Details
      Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Digital Marketing; Information Technology Industry; Advertising Industry
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014." Harvard Business School Case 915-004, September 2014. (Revised June 2017.)
      • September 2014
      • Case

      Google Inc. in 2014 (Abridged)

      By: Benjamin Edelman and Thomas R. Eisenmann
      Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next.  View Details
      Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Information Technology Industry; Advertising Industry
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014 (Abridged)." Harvard Business School Case 915-005, September 2014.
      • 2014
      • Article

      Drivers and Dynamics of Online Word of Mouth

      By: Frank Nagle and Christoph Riedl
      Keywords: Online Word Of Mouth; Online Communities; Online Product Reviews; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Digital Marketing
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      Nagle, Frank, and Christoph Riedl. "Drivers and Dynamics of Online Word of Mouth." Academy of Management Best Paper Proceedings (2014): 1326–1331.
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