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- Faculty Publications (79)
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- All HBS Web (390)
- Faculty Publications (79)
- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
Until the close of the last decade, health consumers received much of their knowledge and advice about prescription drugs from their physicians or other health care professionals. Today, pharmaceutical companies are spending several billion dollars a year to View Details
Keywords: by Manda Salls
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The willingness of producers to build their... View Details
- 14 Nov 2005
- Research & Ideas
How Can Start Ups Grow?
published by the Academy of Management (August, 2005) as part of its Best Paper Proceedings. Her research on how young firms grow is based on data looking at new advertising agencies in New York and Chicago from 1977 to 1985. In this... View Details
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation. EEG vs. fMRI Karmarkar notes that EEG and fMRI have different strengths and weaknesses, and that EEG has some... View Details
- 10 Jan 2011
- Research & Ideas
Is Groupon Good for Retailers?
Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details
- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
outside the United States. The cost to the American economy could be far greater than the cost of war.—John Quelch But now a deepening opposition to American foreign policy is threatening the long-term... View Details
Keywords: by Sean Silverthorne
- November 1991 (Revised October 1993)
- Supplement
British Airways: ""Go for It, America!"" Promotion (B)
Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details
Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
- Fast Answer
Advertising: rates/costs
Where can I find typical advertising costs in various media? Use the View Details
- 16 Feb 2004
- Research & Ideas
Marketing Wine to the World
many consolidations in the past decade. Does the rapid consolidation of New World producers make profits at the cost of diversity? Should a beer company own a vineyard? A: The scope economies across the beer and wine businesses appear... View Details
- 01 Jun 2002
- News
Ads Improve Consumer Decisions
in fact we believe consumers are generally ill-informed about products, there's a utility cost to the individual of not receiving ads,” says Anand. “Imagine a world where there's no advertising — essentially... View Details
Keywords: Laura Singleton (MBA 1988)
- 01 Dec 1999
- News
The Message and the Media: Advertising's Brave New World
increases only modestly. The traditional face of the industry has changed, with "full-service" agency-client relationships giving way to cost cutting, streamlining, and consolidation. Outright alternatives to View Details
Keywords: Peter K. Jacobs
- 06 Dec 2021
- News
What's the Word?
relatively high costs for labor and energy as well as the investment and time required to build factories in a country that has much more stringent environmental standards. “COVID-19 has changed only a few of the variables across... View Details
- 25 Aug 2003
- Research & Ideas
Should You Sell Your Digital Privacy?
self-adjust to technological innovation. But the idea of offering the opportunity to buy privacy is hard to swallow—if privacy is something to which we are entitled, should our share of it depend on ability to pay? Inevitably it does. Whenever we claim privacy, we... View Details
- 01 Oct 1998
- News
Short Takes
recently published in the Journal of the American Medical Association, HBS assistant professor Charles King III investigates whether, indeed, cigarette companies advertise to magazine readers between the ages of 12 and 17. As King and... View Details
Keywords: Eileen K. McCluskey
- December 2004 (Revised October 2005)
- Case
Hasbro Games -- POX (A)
By: David B. Godes and Elie Ofek
Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
Godes, David B., and Elie Ofek. "Hasbro Games -- POX (A)." Harvard Business School Case 505-046, December 2004. (Revised October 2005.)
- 02 May 2016
- Research & Ideas
Why People Don’t Vote--and How a Good Ground Game Helps
what can be done to reverse that trend. In doing so, they take aim at some misconceptions about what keeps voters home, and show the surprising effectiveness of door-to-door canvassing at getting more people to the polls. Voting is not easy In the first study, Voter... View Details
- 23 Apr 2014
- HBS Case
Are Electronic Cigarettes a Public Good or Health Hazard?
When electronic cigarettes first appeared a little over a decade ago, they were hailed by many as a godsend: a tool to help smokers quit while mitigating the most harmful effects of tobacco. "The [e-cigarette] market is producing, at no View Details
- March 1996 (Revised November 1997)
- Case
Dewar's (C): Exploring New Media Opportunities
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details
Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (C): Exploring New Media Opportunities." Harvard Business School Case 596-094, March 1996. (Revised November 1997.)
- 08 Dec 2009
- First Look
First Look: Dec. 8
innovations by single user individuals or firms and open collaborative innovation projects. We analyze the design costs and architectures and communication costs associated with each model. We conclude that... View Details
Keywords: Martha Lagace
- 16 Jun 2003
- Research & Ideas
Researchers Contribute Globalization of Markets Papers
Cost Economies in the Global Advertising and Marketing Services Business Levitt's work sparked debate on the merits of standardized versus localized advertising campaigns. But... View Details
Keywords: by Working Knowledge editors