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  • 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... View Details
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
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  • June 2020
  • Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull
In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details
Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
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  • 14 Oct 2008
  • Research & Ideas

Should You Bring Advertising Expertise In-House?

developing in-house advertising capabilities, especially in technology-oriented and creative industries. Working with Silk on the study were Sharon Horsky of Bar-Ilan University and Steven C. Michael (HBS... View Details
Keywords: by Sarah Jane Gilbert; Advertising
  • September–October 2021
  • Article

Internalization of Advertising Services: Testing a Theory of the Firm

By: Alvin J. Silk, Birger Wernerfelt and Shuyi Yu
In 1956, a group of trade associations representing publishers and independent advertising agencies signed a consent decree aimed at ending a set of trade practices that for half a century effectively precluded advertisers from owning and operating in-house agencies.... View Details
Keywords: Internationalization; Specialization; Theory Of The Firm; Advertising Agencies; Advertising; Organizational Structure; Theory
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  • 18 Sep 2008
  • Working Paper Summaries

The Internalization of Advertising Services: An Inter-Industry Analysis

Keywords: by Sharon Horsky, Steven C. Michael & Alvin J. Silk; Advertising
  • 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... View Details
Keywords: Advertising; Cost; Analytics and Data Science; Management Analysis, Tools, and Techniques; Service Operations; Creativity; Perception; Vertical Integration; Information Technology; Advertising Industry; United States
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  • 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... View Details
Keywords: Operations; Advertising; Advertising Industry
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  • 2015
  • Working Paper

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... View Details
Keywords: Management Practices and Processes; Advertising
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  • 25 Jun 2015
  • Working Paper Summaries

Build It, Buy It Or Both? Rethinking the Sourcing of Advertising Services

Keywords: by Alvin J. Silk; Advertising
  • 03 Feb 2014
  • Research & Ideas

The Tricky Business of Managing Web Advertising Affiliates

better to manage these programs in-house or to use outside experts. . Power Of The Network Affiliate networks slash the cost of buying ads for sellers through the use of advertising marketplaces. In essence,... View Details
Keywords: by Kim Girard; Advertising; Advertising
  • February 2015
  • Article

Risk, Information, and Incentives in Online Affiliate Marketing

By: Benjamin Edelman and Wesley Brandi
We examine online affiliate marketing programs in which merchants oversee thousands of affiliates they have never met. Some merchants hire outside specialists to set and enforce policies for affiliates, while other merchants ask their ordinary marketing staff to... View Details
Keywords: Affiliate Marketing; Incentives; Fraud; Advertising; Internet and the Web; Marketing Communications; Ethics; Digital Marketing
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  • 10 Dec 2013
  • Working Paper Summaries

Information and Incentives in Online Affiliate Marketing

Keywords: by Benjamin G. Edelman & Wesley Brandi; Publishing; Technology
  • 23 Jun 2015
  • First Look

First Look: June 23, 2015

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 View Details
Keywords: Sean Silverthorne
  • 16 Feb 2016
  • First Look

February 16, 2016

Marketing Studies Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services By: Silk, Alvin J., and Marta M. Stiglin Abstract—This paper provides an update on the current state of in-house... View Details
Keywords: Sean Silverthorne
  • 05 Aug 2008
  • First Look

First Look: August 5, 2008

variation in the use of in-house rather than independent advertising agencies by U.S. advertisers. While the vast majority of large advertisers employ outside agencies, it... View Details
Keywords: Martha Lagace
  • 12 Dec 2005
  • Research & Ideas

Using the Law to Strategic Advantage

substantially when the managers and lawyers work as partners both to craft the objectives and to devise the means of accomplishing them. Fifth, every firm should have a general counsel or chief legal officer—one person either in-house or... View Details
Keywords: by Sean Silverthorne; Legal 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
  • 18 Jul 2017
  • First Look

First Look at New Research and Ideas, July 18, 2017

case:https://cb.hbsp.harvard.edu/cbmp/product/317032-PDF-ENG Harvard Business School Case 316-127 Publicis Groupe 2016: Maurice and the Millennials Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the... View Details
Keywords: Sean Silverthorne
  • 13 Nov 2012
  • First Look

First Look: November 13

advertisers use in-house rather than independent advertising agencies and examines inter-industry variation in such internalization. Contrary to the widely held impression that... View Details
Keywords: Sean Silverthorne
  • 25 Sep 2006
  • Research & Ideas

How Software Platforms Revolutionize Business

both sides on board). Knowing how to architect the physical design and scope of the platforms: what to do in-house vs. what to rely on others to do; which features to offer and which to forego. Knowing how to spot competitive threats... View Details
Keywords: by Sean Silverthorne; Video Game; Web Services

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