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All HBS Web
(146)
- News (30)
- Research (89)
- Multimedia (3)
- Faculty Publications (63)
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- 2008
- Working Paper
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
By: Alvin J. Silk and Charles King III
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details
Keywords:
Advertising;
Mergers and Acquisitions;
Revenue;
Analytics and Data Science;
Surveys;
Marketing;
Measurement and Metrics;
Rank and Position;
Competition;
Advertising Industry;
Service Industry;
United States
Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.
- September 2005
- Article
Holding Companies: Size-Related Cost Economies
By: Alvin J. Silk and Ernst R. Berndt
Silk, Alvin J., and Ernst R. Berndt. "Holding Companies: Size-Related Cost Economies." AdMap, no. 464 (September 2005): 51–53.
- September 1995 (Revised May 1996)
- Supplement
Philip Morris: Marlboro Friday (B)
By: Alvin J. Silk and Bruce Isaacson
Supplements the (A) case.
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Silk, Alvin J., and Bruce Isaacson. "Philip Morris: Marlboro Friday (B)." Harvard Business School Supplement 596-002, September 1995. (Revised May 1996.)
- 20 Mar 2005
- Research & Ideas
Lessons of Successful Entrepreneurs
CEO of Silk Road Technologies. For the true entrepreneur, he continued, reality is the superior teacher; and school is an excuse to delay failure. Although their topic was "Post Boom Internet Opportunities," panelists spent most...
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Keywords:
by Sean Silverthorne
- Article
Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to...
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Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services." International Journal of Marketing Studies 8, no. 1 (February 2016).
- fall 1994
- Article
Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms
By: A. J. Silk and E. R. Berndt
Silk, A. J., and E. R. Berndt. "Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms." Journal of Economics & Management Strategy 3 (fall 1994): 437–480.
- 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.)
- 2012
- Article
The Internalization of Advertising Services: An Inter-Industry Analysis
By: Sharon Horsky, Steven C. Michael and Alvin J. Silk
This study investigates the extent to which U.S. advertisers use in-house rather than independent advertising agencies and examines inter-industry variation in such internalization. Contrary to the widely held impression that use of an in-house advertising agency is...
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Keywords:
Advertisers;
In-house Advertising;
Inter-industry Variation;
Internalization;
Scale Economies;
Transaction Costs;
Vertical Integration;
Advertising Costs;
Creative Industries;
Marketing Strategy;
Advertising Industry;
Europe;
North and Central America
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Review of Marketing Science 10, no. 1 (2012).
- 2012
- Article
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
By: Alvin J. Silk
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts of interest? In recent decades, the advertising and marketing services industry has undergone a number...
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Keywords:
Advertising Agency;
Competitors;
Marketing Services Industry;
Structural Changes;
Agency-client Relationships;
Hybrid Conflict Policies;
Safeguards;
Advertising;
Advertising Industry;
Europe;
Latin America;
North and Central America
Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Foundations and Trends® in Marketing 6, no. 2 (2012): 63–149.
- November 1993
- Article
Marketing Science in a Changing Environment
By: A. J. Silk
Silk, A. J. "Marketing Science in a Changing Environment." Journal of Marketing Research (JMR) 30 (November 1993): 401–404.
- 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.
- 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.
- 2002
- Working Paper
Knowledge Spillovers and Growth in the Disagglomeration of the U.S. Advertising Agency Industry
By: Charles King III, Alvin J. Silk and Niels Ketelhohn
- 15 Jan 2013
- First Look
First Look: January 15
also presents difficult choices that executives had to make about the LEGO Group's strategy, choice of primary customers, core capabilities, and organizational structure. Purchase this case:http://hbr.org/search/113054-PDF-ENG Nalli Silk...
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Keywords:
Sean Silverthorne
- 2001
- Working Paper
Geographic Concentration, Knowledge Spillovers, and Growth in the Evolution of the U.S. Advertising Agency Industry
By: Charles King, Alvin J. Silk and Niels Ketelhohn
- September–October 2019
- Article
How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions
By: Rene Befurt and Alvin J. Silk
Market researchers generally, and survey experts specifically, study consumers to learn about their behavior: What are consumers’ opinions, attitudes, thoughts, and actions at the various stages of the buying process? Especially in litigation cases, these and other...
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Befurt, Rene, and Alvin J. Silk. "How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions." Landslide: Advancing Intellectual Property Law 12, no. 1 (September–October 2019): 51–54.
- November 1994 (Revised September 1996)
- Case
RiceSelect
By: Alvin J. Silk and Mary Shelman
In August 1994, Robin Andrews, President of RiceTec, Inc., faces a critical decision that will affect his firm's future: what policy should RiceTec follow for supplying grocery retailers with private label merchandise? RiceTec, a small privately owned firm engaged in...
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Keywords:
Cash Flow;
Leadership;
Growth and Development Strategy;
Brands and Branding;
Marketing Strategy;
Supply Chain Management;
Private Ownership;
Research and Development;
Conflict Management;
Agriculture and Agribusiness Industry;
Retail Industry
Silk, Alvin J., and Mary Shelman. "RiceSelect." Harvard Business School Case 595-033, November 1994. (Revised September 1996.)
- winter 1993
- Article
Scale and Scope Effects on Advertising Agency Costs
By: A. J. Silk and E. Berndt
Silk, A. J., and E. Berndt. "Scale and Scope Effects on Advertising Agency Costs." Marketing Science 12 (winter 1993): 1–20.