Publications

Nielsen was a pioneer in market research. Through his performance index surveys, he changed the way organizations promoted their products and services. Nielsen ratings have become one of the primary drivers of advertising expenditures. View Details

Keywords: Services

29 Oct 2018
Research & Ideas

Hunting for a Hot Job in High Tech? Try 'Digitization Economist'

problems like advertising auctions and market design. The accelerating phenomenon has given rise to a new field within economics called the economics of digitization. Research from the field is quickly finding its way into practice,... View Details

Keywords: by Roberta Holland; Technology; Education

Rochelle Lazarus

Lazarus introduced “360-degree branding” to the advertising world: assuring that the client makes a significant impression every time they communicate with their customers. Lazarus has been a driving force in building and overseeing... View Details

Keywords: Services

November 2016
Case

But, It's For a Good Cause

By: Elizabeth Keenan and John Gourville

Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of... View Details

Keywords: Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception; Advertising; Advertising Campaigns; Partners and Partnerships; Trends; Environmental Sustainability

01 Sep 2017
News

Read All About It: Journalism Can Be Profitable

substantial advertising revenue. But local newspapers provide important accountability, and the question is, how do you create a local newspaper that focuses on doing that? Local newspapers need truly differentiated content that their... View Details

Keywords: April White; New York Times; newspapers; Google; Wirecutter; social media; Facebook; News, Library, Internet, and Other Services; Information

Catherine T. Clark

Purchasing a wheat bread recipe from a local Wisconsin baker, Clark went on to build a very successful upscale bakery business. Through the formation of Brownberry Ovens, Clark developed a regional distribution network for her products. She expanded the business... View Details

Keywords: Food & Tobacco

17 Feb 2010
First Look

First Look: Feb. 17

Working PapersThe Evolution of Science-Based Business: Innovating How We Innovate Author:Gary P. Pisano An abstract in unavailable at this time. Download the paper: http://www.hbs.edu/research/pdf/10-062.pdf PublicationsTargeted View Details

Keywords: Martha Lagace

January 1996 (Revised January 1996)
Teaching Note

Colonial Broadcasting Co. TN

By: Arthur Schleifer Jr. and George Wu

Teaching Note for (9-894-011). View Details

Keywords: Contracts; Advertising; Television Entertainment; Entertainment and Recreation Industry; United States

31 Mar 2014
News

Encouraging Niche Content in an Ad-Driven World

Keywords: Advertising, Public Relations, and Related Services; Professional Services

Eldridge R. Johnson

Johnson became a leader in the phonograph industry by introducing a number of technical innovations. He established a strong reputation for quality music and implemented an extremely effective advertising program, which ensured his... View Details

Keywords: Fabricated Goods

Portrait Project

Mora Segal

"When I grow up, I am going to be a judge, a senator... or maybe even president! Oh no you're not, little girl..." When I was seven years old my picture appeared in an advertisement in Newsweek for the National Organization for... View Details

Samuel C. Johnson II

Taking the helm of the family business in 1966, Johnson began a diversification plan to lessen the company’s exposure to the introduction of “no-wax” floors. He aggressively moved the company into the personal care field and developed a new line of recreational... View Details

Keywords: Personal Care & Home Products

September 1989 (Revised January 1991)
Case

Massachusetts Lottery

By: John A. Quelch

Describes the role of state lotteries, lottery marketing, and the operation of the Massachusetts State Lottery, including reference to Massachusetts lottery advertising. Highlights the success of state lotteries while also noting growing criticism, particularly of... View Details

Keywords: Ethics; Marketing; Advertising; Government and Politics; Public Administration Industry; Massachusetts

April 2009 (Revised April 2013)
Case

Barack Obama: Organizing for America 2.0

By: Mikolaj Jan Piskorski, Laura Winig and Aaron Smith

Less than a week before Barack Obama was due to be sworn in as the 44th president of the United States, Obama for America (OFA), the president-elect's official campaign organization, announced the formation of a post-election organization, Organizing for America. The... View Details

Keywords: Advertising Campaigns; Political Elections; Marketing Communications; Power and Influence; Social and Collaborative Networks; Internet