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- Faculty Publications (53)
Show Results For
- All HBS Web (119)
- Faculty Publications (53)
- 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...
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Keywords:
Consumer Marketing;
Market Segmentation;
Pricing;
Pricing Strategy;
Demand Analysis;
Competition;
Marketing;
Segmentation;
Price;
Strategy;
Demand and Consumers;
Analysis;
Air Transportation Industry
Silk, Alvin J., and Sunil Gupta. "American Airlines' Value Pricing (Abridged)." Harvard Business School Case 519-019, June 2018.
- 2021
- Article
Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era
By: Alvin J. Silk and Ernst R. Berndt
The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications...
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Keywords:
Industry Evolution;
Advertising;
Spending;
Measurement and Metrics;
Mathematical Methods;
Media;
Advertising Industry;
United States
Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era." Foundations and Trends® in Marketing 15, no. 1 (2021): 1–85.
- 2010
- Working Paper
The Unbundling of Advertising Agency Services: An Economic Analysis
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling of services and the slow pace of change? Using Evans and Salinger's...
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Keywords:
Advertising;
Change;
Forecasting and Prediction;
Cost;
Price;
Analytics and Data Science;
Surveys;
Marketing Strategy;
Media;
Service Operations;
Agency Theory;
Mathematical Methods;
Advertising Industry;
United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "The Unbundling of Advertising Agency Services: An Economic Analysis." Harvard Business School Working Paper, No. 11-039, September 2010.
- 17 Apr 2014
- News
Striking a Balance
Alvin J. Silk The struggle to balance career and family was all too familiar to the late Diane Doerge Wilson, whose memory is being honored with an HBS professorship funded...
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- 04 May 2010
- First Look
First Look: May 4
and Why? Authors:Stephen Leider and Alvin E. Roth Publication:Journal of Transplantation 10 (May 2010): 1221-1227 Abstract The shortage of transplant kidneys has spurred debate about legalizing monetary payments to donors to increase the...
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Keywords:
Martha Lagace
- 2008
- Working Paper
Economic Factors Underlying the Unbundling of Advertising Agency Services
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
This paper addresses a longstanding puzzle involving the unbundling of services that has occurredover more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the...
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Keywords:
Transformation;
Framework;
Service Operations;
Decisions;
Relationships;
Price;
Diversification;
Geography;
Cost;
Advertising Industry;
United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "Economic Factors Underlying the Unbundling of Advertising Agency Services." NBER Working Paper Series, No. 14345, September 2008.
- 2013
- Article
How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality
By: Alvin J. Silk and Charles King III
We analyze changes in concentration levels in the U.S. Advertising and Marketing Services industry using data from the U.S. Census Bureau's quinquennial Economic Census and the Service Annual Survey. These data, heretofore largely ignored, allow us to redress some of...
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Keywords:
Concentration Levels;
Data;
U.S. Census Bureau’s Quinquennial Economic Census And The Service Annual Survey;
Measurement Problems;
Herfindahl-Hirschman Index;
Concentration Ratios;
Advertising;
Advertising Industry;
North and Central America
Silk, Alvin J., and Charles King III. "How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality." Journal of Current Issues & Research in Advertising 34, no. 1 (2013): 166–193.
- March 1996 (Revised November 1997)
- Case
Dewar's (A): Brand Repositioning in the 1990's
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and...
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Keywords:
Advertising;
Customers;
Brands and Branding;
Marketing Strategy;
Market Participation;
Strategic Planning;
Opportunities;
Consumer Products Industry;
Food and Beverage Industry;
United Kingdom;
United States
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (A): Brand Repositioning in the 1990's." Harvard Business School Case 596-076, March 1996. (Revised November 1997.)
- 2008
- Working Paper
The Internalization of Advertising Services: An Inter-Industry Analysis
By: Sharon Horsky, Steven C. Michael and Alvin J. Silk
The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such outsourcing and examines inter-industry variation in the use of...
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Keywords:
Advertising;
Cost;
Analytics and Data Science;
Management Analysis, Tools, and Techniques;
Service Operations;
Creativity;
Perception;
Vertical Integration;
Information Technology;
Advertising Industry;
United States
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Harvard Business School Working Paper, No. 09-007, July 2008.
- 24 Mar 2009
- First Look
First Look: March 24, 2009
Stockholder Consumption Risk and Asset Returns Authors:Christopher J. Malloy, Tobias J. Moskowitz, and Annette Vissing-Jørgensen Publication:Journal of Finance (forthcoming) Abstract We provide new evidence...
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Keywords:
Martha Lagace
- 02 Sep 2008
- First Look
First Look: September 3, 2008
Exercise of Leadership, a New Model Authors:Werner Erhard, Michael C. Jensen, Steve Zaffron, Kari L. Granger Abstract This paper is the (pre-course) introduction document to an experimental course developed by the authors and taught at...
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Keywords:
Sean Silverthorne
- 01 Dec 1999
- News
The Message and the Media: Advertising's Brave New World
professor Ernest R. Berndt), HBS professor Alvin J. Silk looks at both internal and external forces affecting the industry, with particular attention to the impact of the...
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Keywords:
Peter K. Jacobs
- 2020
- Working Paper
Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?
By: Alvin J. Silk and Ernst R. Berndt
The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications...
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Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?" NBER Working Paper Series, No. 28161, December 2020.
- 15 Oct 2008
- First Look
First Look: October 15, 2008
Working PapersEconomic Factors Underlying the Unbundling of Advertising Agency Services Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Abstract...
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Keywords:
Martha Lagace
- February 1994 (Revised October 1995)
- Background Note
Notes on Stratified Sampling Design
By: Alvin J. Silk
Silk, Alvin J. "Notes on Stratified Sampling Design." Harvard Business School Background Note 594-093, February 1994. (Revised October 1995.)
- April 1994
- Background Note
Notes on Factor Analysis
By: Alvin J. Silk
Silk, Alvin J. "Notes on Factor Analysis." Harvard Business School Background Note 594-091, April 1994.
- January 2019
- Teaching Note
American Airlines' Value Pricing (A), (B), and (C)
By: Alvin J. Silk
Teaching Note for HBS Nos. 594-001, 594-019, and 595-037.
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- 22 May 2012
- First Look
First Look: May 22
banking system. Download the paper: http://www.hbs.edu/research/pdf/12-101.pdf Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency Authors:Alvin J. View Details
Keywords:
Sean Silverthorne
- March 1994 (Revised April 1994)
- Background Note
Notes on Thurstone Scaling
By: Alvin J. Silk
Silk, Alvin J. "Notes on Thurstone Scaling." Harvard Business School Background Note 594-088, March 1994. (Revised April 1994.)
- August 1993 (Revised May 1994)
- Case
American Airlines' Value Pricing (A)
By: Alvin J. Silk
In April 1992, American Airlines launched "Value Pricing" -- a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing...
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Keywords:
Price;
Marketing Channels;
Consumer Behavior;
Performance Expectations;
Value Creation;
Aerospace Industry
Silk, Alvin J. "American Airlines' Value Pricing (A)." Harvard Business School Case 594-001, August 1993. (Revised May 1994.)