Campus & Community

Two from HBS win award for article

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“Interactivity’s Unanticipated Consequences for Marketers and Marketing,” by John A. Deighton, Harvard Business School’s (HBS) Harold M. Brierley Professor of Business Administration, and HBS Research Associate Leora Kornfeld, is the first runner-up and winner of an honorable mention for the best paper published in the Journal of Interactive Marketing in 2009.

Chosen by the publication’s editorial review board and editors, the article, which appeared in the winter 2009 issue of the journal, concludes that “while meaning making remains the central purpose of marketing communication, the shift from broadcasting to interaction within digital communities is moving the locus of control over meanings from marketer to consumer and rewarding more participatory, more sincere, and less directive marketing styles.”