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Show Results For
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All HBS Web
(1,914)
- News (331)
- Research (1,259)
- Events (9)
- Multimedia (25)
- Faculty Publications (842)
- 19 Feb 2019
- First Look
New Research and Ideas, February 19, 2019
Abstract— We jointly examine the effects of television advertising and field operations in U.S. presidential elections, where the former is referred to as the “air war” and the latter as the “ground game.” Specifically, we look at how...
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Sean Silverthorne
- 01 Dec 2013
- News
Case Study: Citizen Buffett
price. Included is a summary of US newspapers' diminished circulation and advertising revenues over the past decade, as readers turned from print to more immediate sources of news. Coupled with rising printing, paper, and labor costs, the...
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- 01 Sep 2010
- News
You’ve Been YouTubed
are. You can’t hope to project an idealized version of the truth.” The old rules of marketing and advertising still apply, too: “The genius is not in the choice of medium: in the simple idea of using social media to fight social media,”...
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- 01 Dec 2011
- News
Knowing the Score
always wind up being the best operators of a new business. I have been fascinated with ways companies brand themselves ever since my first-year Marketing class. That exposure informed many of my interview questions aimed at exploring ESPN’s near-legendary “This Is...
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- 13 Dec 2018
- Blog Post
"I Wanted to Move from Analyzing Results to Creating Them": Cynthia Samanian, MBA 2012
content. The plan was to grow an audience of sufficient size to attract advertisers but, she says in retrospect, "It wasn't the right business model for me." Cynthia knew she wanted a positive cash flow business that could...
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- 27 Dec 2010
- Research & Ideas
HBS Faculty on 2010’s Biggest Business Developments
advertisements to building their own outlets and content. Kraft Foods, for example, is now one of the largest publishers of food-related materials. IBM is launching thought leadership communities. PepsiCo uses social networks to reach...
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by Staff
- 25 Apr 2012
- What Do You Think?
How Will the “Age of Big Data” Affect Management?
for jobs in data analytics. In addition to less wasteful marketing efforts (we should be able to know, for example, "which half" of advertising is effective, thereby making an old marketing saw obsolete), they should produce more...
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Re: James L. Heskett
- 06 Jan 2011
- What Do You Think?
How Should Management Deal With “Anonymous”?
But user names, passwords, and Internet addresses have been pilfered from sites like Gawker, reportedly giving the hackers access to planned web site changes and advertising strategy. So the possibilities of damage are endless, ranging...
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by James L. Heskett
- 13 May 2008
- First Look
First Look: May 13, 2008
What Deep Metaphors Reveal About the Minds of Consumers Authors:Gerald Zaltman and Lindsay Zaltman Publication:Harvard Business School Press, 2008 Abstract Why do advertising campaigns and new products often fail? Why do consumers feel...
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Martha Lagace
- 29 Apr 2002
- Research & Ideas
Star Power! How to Win in Professional Services
advertising stars prefer the creative process to management hassles. Expert accountants prefer accounting. Often the response to an opportunity to assume a leadership position is "Thanks, but no thanks!" What leverage does the...
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by Jay W. Lorsch & Thomas J. Tierney
- Person Page
Read excerpts from DENIAL
The Edifice Complex: Denial at Sears
Book Excerpt: Denial at Sears (BusinessWeek.com, February 26, 2010)
From Denial: Why Business... View Details
- 01 Sep 2010
- News
Fair Trade
over the years. The importance of women as consumers, in particular, has led to a long-standing critique of the industry as an instrument for the oppression of women by men (and their corporations). Feminist writers have regularly blamed its View Details
- 11 Jun 2014
- Research & Ideas
In the Future of Sports Investing, Media Is the Best Bet
investments by sharing in the profits generated by broadcasting rights and advertising revenues. The founders initially placed a $100 million fundraising target on the fund, which will invest in young growth-stage companies. Causeway has...
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- 05 Jan 2017
- Blog Post
Simple Ways to Take Gender Bias Out of Your Jobs
says: One, purge the gendered language. Two, limit the number of mandatory qualifications to apply for the job. In What Works, she cites the example of an elementary school advertising for “a committed teacher with exceptional pedagogical...
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All Industries
- Web
Digital Exhibits | Baker Library
ports. The Art of American Advertising, 1865-1910 A burgeoning advertising industry in the U.S. reached a national audience through innovative printing technologies and marketing strategies. Through Baker's collections, the role these...
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- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar...
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Keywords:
Brand Management;
Market Research;
Brand Positioning;
Value Proposition;
Consumer Products;
Fast Moving Consumer Goods;
Qualitative Methods;
Zaltman Metaphor Elicitation Technique;
ZMET;
Data Analysis;
Marketing;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Marketing Communications;
Analytics and Data Science;
Analysis;
Advertising Industry;
Advertising Industry;
Advertising Industry;
United States;
North America;
Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
- 01 Apr 2002
- News
Pamela Thomas Graham on September 11
second office at Manhattan’s 30 Rockefeller Plaza. She’d just finished a breakfast meeting with advertising clients and was preparing to return to CNBC’s Fort Lee, New Jersey, headquarters when the first plane struck the World Trade...
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- Web
Harvard Business School
of Four Innovative, New Institutions Cheryl E. Owens-Howard (DBA) 1983 A Conceptual Framework for Understanding Views of the Relationship Between Consumers and Advertising in the Marketplace Donna B. Stoddard (DBA) 1991 Information...
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- 04 Sep 2019
- News
A Wide Screen Approach
ratings and selling advertising against those ratings isn’t going to hold up. The whole field will need to find new ways to measure fan engagement with media—and it’s going to create new opportunities for advertisers.” —Angela Ruggiero...
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- 08 Oct 2013
- First Look
First Look: October 8
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1939494 Working Papers Competing Ad Auctions By: Ashlagi, Itai, Benjamin Edelman, and Hoan Soo Lee Abstract—We present a two-stage model of competing ad auctions. Search engines attract users via Cournot-style...
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Sean Silverthorne