advertising - Publications - Faculty & Research

10 Jun 2002
Research & Ideas

Disruption: The Art of Framing

different work patterns and decision rules required in the new business. Print reps were used to selling in long cycles, to an established customer base, with a generic, nontargeted advertising product. Online View Details

Keywords: by Clark Gilbert & Joseph L. Bower

09 Aug 2013
Research & Ideas

Read All About It: Digital CEO Buys Traditional Media!

the world are trying to reinvent themselves for digital success. Indeed, few strategic problems are as hard as those confronting newspapers—declining print revenues, even greater declines in advertising revenue (mostly due to the loss of... View Details

Keywords: by Jim Aisner; Journalism & News; Publishing

01 Oct 2000
News

Books

longest-running and most successful media strategy in U.S. advertising history," according to Advertising Age. McCraw reminds readers that despite the present-day size of behemoths such as McDonald's and... View Details

Teaching Interest

Overview

Teaching has been a lifelong passion of mine. As the third generation of academics in my family, I see good teaching as a means to give back and to encourage others to share my passion for discovery. I’ve been very lucky to have many teaching opportunities, both as an... View Details

15 May 2007
First Look

First Look: May 15, 2007

of its key staff, and whose misleading, but lawful, advertising of interest rates is drawing customers away from HDFC. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=301093 HDFC (B) Harvard Business... View Details

Keywords: Martha Lagace

01 Apr 2002
News

Charting the Luminary Leadership in Professional Service Firms

diverse professions in which they operate. Whether you examine law firms, advertising agencies, investment banks, or management consulting firms, the business model and the challenges they must successfully meet to prosper over the long... View Details

Keywords: professional service firms; Publishing Industries (except Internet); Information

26 Jan 2010
First Look

First Look: Jan. 26

When participation costs are large relative to the volume of traffic an ad platform can offer, an advertiser may forego use of an ad platform that the advertiser otherwise finds profitable. Mergers between... View Details

Keywords: Martha Lagace

01 Oct 2000
News

Timothy G. Brier: The Price is Right

represented a substantial barrier to entry to any competitors, our long-term success would depend on customer service, scalability, and building the brand. While practically every other dot-com chose to advertise on the Internet, we saw... View Details

Keywords: James E. Aisner

01 Jun 2004
News

Luxe Redux

Jennifer M. Koen (MBA 1997), director of innovation for Godiva Chocolatier, explains that Godiva is in the process of a top-down refresh of its brand that will involve retooling its product, packaging, advertising campaign, Web site, and... View Details

Keywords: Julia Hanna; luxury; Retail Trade

03 Aug 2015
Research & Ideas

Why Fierce Competitors Apple and Amazon Became ’Frenemies’ Over eReaders

of like Lowes opening a store inside Home Depot. But since Amazon makes its profits from product sales to consumers, while Alibaba makes money from service and advertising fees from merchants, both could help the other increase its... View Details

Keywords: by Michael Blanding; Information; Publishing; Technology

25 Feb 2015
Lessons from the Classroom

Scholars and Students Unpack the Digital Business Revolution

music to advertising to industrial products. (A course segment on organizations that tried to change and failed—like Nokia—is also included.) "We talk about why Google would buy Nest—a thermostat company—and how it is also getting... View Details

Keywords: by Julia Hanna; Education; Technology

31 Mar 2023
Blog Post

How to Come Out at Work

felt the most affirmed and championed when my team has seen my distinct lived experience as an asset, not just an advertisement opportunity. Social Finance did just that and allowed me to leverage my queer identity and global health... View Details

Keywords: All Industries

September 2024
Supplement

National Public Broadcasting (B)

By: Richard S. Ruback and Royce Yudkoff

Pre-abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details. Abstract: This (B) case supplement is designed for use by faculty only to support classroom instruction in conjunction with "National... View Details

Keywords: Financial Strategy; Financial Management; Media; Ownership; Strategy; Advertising; Decision Making; Entrepreneurship; Financing and Loans; Mergers and Acquisitions; Private Equity; Journalism and News Industry; Media and Broadcasting Industry; United States

Citation

Purchase

Career Coach

Judy Shen-Filerman

Judy (HBS '94) has a passion for helping students shape their career vision, improve their storytelling and be effective communicators in US corporate culture. Judy’s coaching firm specializes in developing professionals from non-US cultures, first generation... View Details

Keywords: Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising

March 2009
Teaching Note

Sex, Drugs, and Rock 'n Roll: The MTV Approach to Tackling HIV/AIDS (TN)

By: Tarun Khanna, Sonali R. Bloom and David E. Bloom

Teaching Note for [709429]. View Details

Keywords: Advertising; Emerging Markets; Health Pandemics; Announcements; Social Issues; Customers; For-Profit Firms; Business Strategy; Infrastructure; Multinational Firms and Management; Music Industry; Entertainment and Recreation Industry; Africa

Citation

Purchase

15 Dec 2015
News

The Year in Ideas 2015

it resists bruising. For consumers, that means increased convenience—potatoes can be prepped in advance—and reduced food waste. The White Russet marketing campaign is unique, too. When the company introduced the potatoes into supermarkets last summer, the packaging... View Details

Keywords: Julia Hanna, Christine Lejeune, Dan Morrell, and April White

01 Sep 2003
News

The Kids Are Alright: Alumni Children Crack Case

pop-up ads on most sites. Instead, its “immersive” advertising was more like the product placements common to television and movies — sponsors’ products or messages appear in the context of the site’s games and activities.) As the class... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

14 Jul 2015
First Look

First Look: July 14, 2015

we find that a candidate's own advertising is more effective than outside advertising, and that advertising and retail campaigning work more favorably towards Republican candidates. In contrast, we find... View Details

Keywords: Sean Silverthorne

10 Aug 2015
Research & Ideas

Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers

Here's a tip for companies looking to woo customers away from the competition: Besides advertising fair prices for your products, try advertising fair wages for your employees. Recent research from Harvard... View Details

Keywords: by Carmen Nobel; Retail

23 Jul 2001
Research & Ideas

How the Giants of Enterprise Seized the Future

television. He sponsored the famed, and infamous, quiz show The $64,000 Question in 1955. It is difficult, so many years later, to realize what a radical departure television advertising was for a man and a company which had flourished in... View Details

Keywords: by Richard S. Tedlow

Publications