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All HBS Web
(145)
- News (30)
- Research (89)
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- Faculty Publications (63)
Show Results For
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All HBS Web
(145)
- News (30)
- Research (89)
- Multimedia (3)
- Faculty Publications (63)
- 2012
- Article
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 puzzle surrounding the shift from bundling to unbundling of U.S. advertising agency services and the slow pace of change over several decades. We model an agency’s decision as a tradeoff between the fixed cost to the advertiser of establishing a...
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Keywords:
Bundling;
Unbundling;
Advertising Agency Services;
Fixed Cost;
Higher Media Prices;
Volume;
Diversification;
Advertising;
Change;
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." Review of Marketing Science 10, no. 1 (2012).
- 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.
- 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.
- 31 Mar 2022
- Blog Post
Setting Interns Up for Success at Your Startup
silk and apply it to food, creating natural protection that slows spoiling and keeps food fresher for longer. Products can be integrated at any time from farm to shelf, allowing food producers, processors, and retailers to deliver more...
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Keywords:
Entrepreneurship
- 18 Jul 2018
- Research & Ideas
No More General Tso's? A Threat to 'Knowledge Recombination'
have unlocked new technologies in countries where they’ve migrated. When French Huguenots fled religious persecution in the 18th century, they came to Brandenburg-Prussia, where they brought secrets of cloth dyeing and silk production...
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- 20 Nov 2012
- First Look
First Look: November 20
PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a...
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Keywords:
Sean Silverthorne
- Web
DEC - Georges F. Doriot : Educating Leaders, Building Companies, Baker Library, Harvard Business School
silk-screened our printed circuit boards with real silk on wooden frames...; [we] made our own tools; we swept the floors." 44 In their 1957 plan, Olsen and Anderson outlined the steps toward the creation of a computer whose "capacity and...
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- Web
Influence of the China Trade and the Heard Legacy - A Chronicle of the China Trade
records Augustine Heard & Co. preserved for posterity. The company kept shipping receipts, custom documents, export lists, telegrams, insurance vouchers, accounting books, ship designs, factory plans, and silk and paper samples. It saved...
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- Web
DEC - Georges F. Doriot : Educating Leaders, Building Companies, Baker Library, Harvard Business School
silk-screened our printed circuit boards with real silk on wooden frames...; [we] made our own tools; we swept the floors." 44 In their 1957 plan, Olsen and Anderson outlined the steps toward the creation of a computer whose "capacity and...
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- 31 Mar 2022
- Blog Post
Setting Interns Up for Success at a Startup
silk and apply it to food, creating natural protection that slows spoiling and keeps food fresher for longer. Products can be integrated at any time from farm to shelf, allowing food producers, processors, and retailers to deliver more...
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- 16 Jun 2003
- Research & Ideas
Researchers Contribute Globalization of Markets Papers
execute such campaigns? According to HBS professor Alvin J. Silk and MIT professor Ernst R. Berndt, "The long-run cost function for firms in the global advertising and marketing services business is subject to modest scale...
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Keywords:
by Working Knowledge editors
- 19 Dec 2006
- First Look
First Look: December 19, 2006
Working PapersAnomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models: Theory and Empirical Test Authors:Andre Bonfrer, Ernest R. Berndt, and Alvin Silk Abstract We investigate the theoretical possibility and...
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Keywords:
Sean Silverthorne
- 01 Dec 2017
- News
Alumni and Faculty Books for December 2017
and the founder of the Tang dynasty, Taizong’s chief accomplishments were on the battlefield. He defeated the descendants of Attila the Hun, opened up the Silk Road trading route, created a golden age of prosperity and cosmopolitan...
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- 02 Mar 2016
- News
On Credit
individual’s creditworthiness, founding the Mercantile Agency after his own silk importing business failed in the wake of the collapse. Subscribers paid a fee to gain access to that report on Henrietta Bruckman and thousands of others;...
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Keywords:
Julia Hanna
- 07 Oct 2008
- First Look
First Look: October 7, 2008
answered the right question poorly (Study 2). Download the paper: http://www.hbs.edu/research/pdf/09-048.pdf Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality Authors:Alvin J. Silk and Charles...
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Martha Lagace
- 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. Silk Abstract What...
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Keywords:
Sean Silverthorne
- 06 Dec 2021
- News
What's the Word?
fermentation process can be repurposed to create artificial silk and self-repairing fabrics; we also can look ahead to the possibility of more lab-raised “impossible” meats, drought-resistant crops, and food suited to our particular...
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- 26 Feb 2020
- News
Phoenix Rising
clothing and accessories inspired by Hellenic heritage, was to source silks and embroidery from traditional craftswomen throughout the region, whose skills were no longer finding demand, and sell the products internationally. It was a...
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Jen McFarland Flint
- 13 Nov 2012
- First Look
First Look: November 13
http://hbr.org/product/what-makes-analysts-say-buy/an/F1211B-PDF-ENG The Internalization of Advertising Services: An Inter-Industry Analysis Authors:Sharon Horsky, Steven C. Michael, and Alvin J. Silk Publication:Review of Marketing...
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Keywords:
Sean Silverthorne
- 05 Aug 2008
- First Look
First Look: August 5, 2008
Authors:Sharon Horsky, Steven C. Michael, and Alvin J. Silk Abstract 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...
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Keywords:
Martha Lagace