Lean Advertising - Publications - Faculty & Research

02 Sep 2018
News

Havana Rising

focused on building up HabanaLive, the company’s new meetings, incentives, conferences, exhibitions (MICE) business, and growing CET’s luxury leisure business. This means meeting with partners like the Kempinski and cultivating new business, View Details

Keywords: Dan Morrell; photographed by Eve North

16 Dec 2014
First Look

First Look: December 16

IEEE Security & Privacy Accountable? The Problems and Solutions of Online Ad Optimization By: Edelman, Benjamin G. Abstract—Online advertising might seem to be the most measurable form of marketing ever invented. Comprehensive records... View Details

Keywords: Sean Silverthorne

24 Jul 2007
First Look

First Look: July 24, 2007

collaboration is becoming a new and important source of competitive advantage. We propose several frameworks to help firms develop and exploit this new ability. Explicating Lean Principles by Examining Indian Software Services Authors:... View Details

Keywords: Martha Lagace

03 Mar 2009
First Look

First Look: March 3, 2009

competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer brands, the firm had won numerous awards and garnered considerable attention within the advertising... View Details

Keywords: Martha Lagace

05 Sep 2017
First Look

First Look at New Research and Ideas, September 5, 2017

media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Building on its influential but dated “Priceless” advertising campaign, Raja refocused Mastercard on four “Priceless... View Details

Keywords: Sean Silverthorne

12 Jan 2016
First Look

January 12, 2016

transpires within the larger, corporate context of Intuit, where founder Scott Cook has been attempting to transform the enterprise into a leaner, more innovative company. The case describes in detail the lean startup methods used by the... View Details

Keywords: Carmen Nobel

01 Feb 1997
News

Doing It Your Way

right out of business school," Sahlman says. "They don't yet know enough about hiring and firing or managing. They don't know enough about selling and marketing or production and operations." He advises freshly minted MBAs with entrepreneurial View Details

Keywords: Marguerite Rigoglioso (profiles by Linda Goodspeed, Elaine Gottlieb, Nancy O. Perry, and Judith A. Ross)

Publications