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  • March 2020
  • Technical Note

Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for...  View Details
Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Advertising Industry; Consumer Products Industry
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  • April 2019
  • Supplement

Final Words of Advice
By: Robert L. Simons
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  • June 2018
  • Article

Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged
By: Clarence Lee, Elie Ofek and Thomas Steenburgh
We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across...  View Details
Keywords: Customer Engagement; Adoption Routes; Word-of-mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Online Technology; Data and Data Sets
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  • 2019
  • Working Paper

Market Advisor or Government Mouthpiece: The Role of Sell-Side Analysts in Emerging Markets
By: Sheng Cao, Xianjie He, Charles C.Y. Wang and Huifang Yin
During times when the Chinese government wished to prop up the market, sell-side analysts from brokerages with significant government ownership issued relatively less pessimistic (or more optimistic) earnings forecasts, earnings-forecast revisions, and stock...  View Details
Keywords: Sell-side Analysts; Forecast Optimism; Forecast Accuracy; Government Incentives; Stocks; Forecasting and Prediction; Business and Government Relations; Emerging Markets
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  • 2017
  • Working Paper

Seeking to Belong: How the Words of Internal and External Beneficiaries Influence Performance
By: Paul Green, Francesca Gino and Bradley R. Staats
In this paper, we examine how connecting to beneficiaries of one’s work increases performance and argue that beneficiaries internal to an organization (i.e., one’s own colleagues) can serve as an important source of motivation, even in jobs that—on the surface—may seem...  View Details
Keywords: Prosocial Motivation; Belongingness; Motivation; Job Design; Field Experiment; Motivation and Incentives; Strategy; Job Design and Levels
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  • September 2016 (Revised March 2020)
  • Teaching Note

Fasten: Challenging Uber and Lyft with a New Business Model
By: Feng Zhu
Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride, as opposed to the 20%–30%...  View Details
Keywords: Information Technology; Transportation; Business Startups; Business Model; Transportation Industry; Boston
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  • May 2016 (Revised March 2020)
  • Case

Fasten: Challenging Uber and Lyft with a New Business Model
By: Feng Zhu and Angela Acocella
Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride as opposed to the 20-30%...  View Details
Keywords: Information Technology; Transportation; Business Startups; Business Model; Transportation Industry; Boston
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  • 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; Online Technology; Consumer Behavior; Marketing Reference Programs
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  • 2013
  • Working Paper

Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?
By: Clarence Lee, E. Ofek and Thomas Steenburgh
In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact...  View Details
Keywords: Customer Engagement; Adoption Routes; Hidden Markov Models; Search; Word-of-mouth; Digital Media; Customer Relationship Management; Search Technology; Mathematical Methods; Consumer Behavior; Entrepreneurship; Marketing Reference Programs; Web Services Industry
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  • 2015
  • Working Paper

Online Word of Mouth and Product Review Disagreement
By: Frank Nagle and Christoph Riedl
Studies of online word of mouth have frequently posited―but never systematically conceptualized and explored―that the level of disagreement between existing product reviews can impact the volume and the valence of future reviews. In this study we develop a theoretical...  View Details
Keywords: Online Word Of Mouth; Online Communities; Viral Marketing; Online Product Reviews; Quality; Online Technology; Consumer Behavior; Marketing Reference Programs; Social and Collaborative Networks
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  • 15 Dec 2012 - 16 Dec 2012
  • Conference Presentation

Online Word of Mouth and Product Quality Disagreement
By: Frank Nagle and Christoph Riedl
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  • 28 Sep 2012
  • Conference Presentation

Online Word of Mouth and Product Quality Disagreement
By: Frank Nagle and Christoph Riedl
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  • July 2012
  • Article

iPhones for Friends, Refrigerators for Family: How Products Prime Social Networks
By: Lalin Anik and Michael I. Norton
We show that priming consumers with products associated with specific social networks increases the salience of those networks, influencing both word-of-mouth intentions and consumption. Consumers were exposed to friend- or family-related products (e.g., game consoles...  View Details
Keywords: Family and Family Relationships; Product; Customers; Familiarity; Social and Collaborative Networks
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  • June 2012
  • Article

Pricing to Create Shared Value
By: Marco Bertini and John T. Gourville
Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that...  View Details
Keywords: Pricing; Marketing Strategy; Price; Customer Focus and Relationships; Customer Relationship Management; Value Creation; Fairness
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  • August 2011 (Revised October 2011)
  • Supplement

Lady Gaga (B)
By: Anita Elberse and Michael Christensen
In March 2011, Troy Carter, manager of pop star Lady Gaga, reflects on decisions made regarding his artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a...  View Details
Keywords: Music Entertainment; Product Launch; Product Development; Talent and Talent Management; Music Industry
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  • September 2006 (Revised July 2009)
  • Case

BzzAgent, Inc. - 2005
By: William A. Sahlman and Caroline Perkins
Describes a set of financing issues confronting a rapidly growing company that uses "Word-of-Mouth" marketing techniques in promoting research, new products, or services. The company proposes to set the terms for a new round of venture capital it needs and to have...  View Details
Keywords: Venture Capital; Investment; Marketing Communications; Marketing Strategy; Value
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  • September 2004 (Revised February 2010)
  • Case

The Passion of the Christ (A)
By: John A. Quelch, Anita Elberse and Anna Harrington
Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and...  View Details
Keywords: Advertising Campaigns; Film Entertainment; Marketing Strategy; Product Launch; Product Positioning; Distribution Channels; Religion; Motion Pictures and Video Industry
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  • March 2002 (Revised May 2003)
  • Case

NeoPets, Inc.
By: Thomas R. Eisenmann and Elizabeth Kind
NeoPets, a rapidly growing Internet start-up, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to exploit Asian markets as well as which other regions to target. NeoPets allows its...  View Details
Keywords: Expansion; Global Strategy; Network Effects; Joint Ventures; Business Conglomerates; Age; Online Technology; Product Positioning; Online Advertising; Web Sites; Internet; Corporate Entrepreneurship; Information Technology Industry; Asia; Singapore
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  • November 2001 (Revised March 2002)
  • Case

Digital Angel
By: Youngme E. Moon and Kerry Herman
Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young...  View Details
Keywords: Information; Safety; Rights; Market Entry and Exit; Ethics; Product Launch; Brands and Branding; Product Development
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  • Article

Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior
By: Doug Bowman and Das Narayandas
Keywords: Management; Customers; Contracts; Production; Behavior
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