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  • 16 May 2000
  • Research & Ideas

Getting the Message: How the Internet is Changing Advertising

feel an Orwellian disease. Self-regulation within the industry seems to be the answer to the privacy question at this juncture, but Al Silk points out that given that "a series of people have fallen off the wagon," more formal... View Details
Keywords: by Susan Young
  • Video

Vaxess Technologies - 2013 HBS Alumni New Venture Competition Business Track Winner

  • 31 Oct 2004
  • Research & Ideas

Bypass Marketing: Are Docs Influenced?

The question of whether advertising 'informs' or 'persuades' consumers is the subject of a long and ongoing stream of debate and research.— Alvin Silk Initially there was relatively little use for DTCA but it grew rapidly in the 1990s. In... View Details
Keywords: by Manda Salls
  • 14 Feb 2020
  • Video

Dr. Nalli Kuppuswami Chetti

Nalli Kuppuswami Chetti, Chair of Nalli Silk Sarees in India, described how he had to take over the family textile business at a very young age, and how he adhered to his father’s and grandfather’s conservative... View Details
  • Research Summary

Overview

ECONOMICS OF THE ADVERTISING AND MARKETING SERVICEC INDUSTRY

Professor Silk’s recent research has been focused on the economics of the advertising and marketing services industry. He has conducted econometric studies of the effects of scale and scope on the... View Details

  • Video

2012 Business Plan Contest Business Venture Track Winner: Vaxess Technologies

  • May 2014 (Revised January 2015)
  • Case

Vaxess Technologies, Inc.

By: John A. Quelch and Margaret L. Rodriguez
In February 2014, Michael Schrader, chief executive of Vaxess Technologies, Inc., was assessing the startup health care company's 2014 marketing plan. On December 31st, 2013, Vaxess had obtained an exclusive license to a series of patents for a silk protein technology... View Details
Keywords: Vaccine; Cold Chain; Antigen; Temperature Controlled; Developing Markets; Immunization; Health Care and Treatment; Health Pandemics; Global Strategy; Supply Chain; Health; Health Industry; Medical Devices and Supplies Industry
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  • March 2020 (Revised June 2020)
  • Case

Social Salary Setting at Spiber

By: Ashley Whillans and John Beshears
Can a “set your own salary” system boost employee happiness and motivation? Spiber made synthetic silk built from proteins mimicking the proteins found in spider silk, the world’s toughest known material by weight. Kazuhide Sekiyama and Junichi Sugahara established... View Details
Keywords: Compensation and Benefits; Motivation and Incentives; Happiness; Negotiation Tactics; Cross-Cultural and Cross-Border Issues; Biotechnology Industry; Japan; United States
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    Rohit Deshpande

    Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program,... View Details

    Keywords: advertising; agribusiness; airline; banking; beauty products; beverage; financial services; home video games; marketing industry; pharmaceuticals; telecommunications; tourism; video games

      William C. Kirby

      William C. Kirby is T. M. Chang Professor of China Studies at Harvard University and Spangler Family Professor of Business Administration at the Harvard Business School. He is a Harvard University Distinguished Service Professor. He serves as Chairman of the Harvard... View Details

      Keywords: education industry; wine
      • 05 Feb 2019
      • First Look

      New Research and Ideas, February 5, 2019

      Shane Abstract— No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=55575 Pre-published online, December 22, 2018 Cambridge Journal of Regions, Economy and Society The New Silk Road: Implications for... View Details
      Keywords: Dina Gerdeman
      • 23 Jun 2015
      • First Look

      First Look: June 23, 2015

        Publications Forthcoming National Bureau of Economic Research Innovation Policy and the Economy, Volume 16 By: Lerner, Josh, and Scott Stern Abstract—No abstract available. Publisher's link: http://papers.nber.org/books/lern15-1 2015 International Encyclopedia of the... View Details
      Keywords: Sean Silverthorne
      • 13 Oct 2010
      • First Look

      First Look: October 13, 2010

      http://www.hbs.edu/research/pdf/11-038.pdf The Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Abstract We address a longstanding puzzle... View Details
      Keywords: Sean Silverthorne
      • Web

      Faculty & Advisors - MBA

      communications, capital markets, and finance functions. Prior to MyoKardia, he held operating, investing, or finance roles at Silk Road Medical, American Infrastructure Funds, RBC Capital Markets, and Valero. Wayne is an active volunteer... View Details
      • Web

      Named Fellowship Funds - Alumni

      Pincus and a member of the firm's executive management group. Previously, he worked at GSC Partners, Goldman Sachs, and the Boston Consulting Group. He currently serves as a director on the boards of Glansaol, Outset Medical, Silk Road... View Details
      • 09 Dec 2002
      • Research & Ideas

      Unilever—A Case Study

      soapflakes, promoted as a fine soap that would not damage delicate fabrics just at a time when women's wear was shifting from cotton and lisle to silk and fine fabrics. The campaign featured a variety of tactics, including washing... View Details
      Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail
      • Web

      Speeding Up the Trade: Clippers and Steamships - A Chronicle of the China Trade

      Related Collections Site Credits The access to the tea and silk district will enable us to be sure that we can produce at fair prices; and the navigation of the Yangtze and other rivers will make steam very important. — John Heard to... View Details
      • September 1995 (Revised December 1997)
      • Case

      Philip Morris: Marlboro Friday (A)

      By: Alvin J. Silk and Bruce Isaacson
      On April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major... View Details
      Keywords: Competition; Price; Marketing Strategy; Market Participation; Brands and Branding; Consumer Products Industry; United States
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      • 01 Mar 2014
      • News

      Cutting Edge

      Steve Silk (MBA 1978), shown here with his Smith Brothers actors, is a master at fashioning turnarounds. SILK & HIS BROS: "Iconic brands like Smith Brothers get instantaneous consumer and media respect."... View Details
      Keywords: Manufacturing; Food and Beverage Stores; Retail Trade
      • June 2018
      • Case

      American Airlines' Value Pricing (Abridged)

      By: Alvin J. Silk and Sunil Gupta
      This is an abridged version of the 1992 case where American Airlines (AA) launched "Value Pricing" in an attempt to simplify the pricing structure of the airline industry. AA expected that this plan would benefit not only consumers, but also AA and the entire airline... View Details
      Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry
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