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  • All HBS Web  (17,990)
    • People  (25)
    • News  (3,203)
    • Research  (12,465)
    • Events  (111)
    • Multimedia  (226)
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  • 1993
  • Chapter

Teaching Emotion with Drama Advertising

By: J. A. Deighton and S. Hoch
Keywords: Teaching; Advertising; Advertising Industry; Advertising Industry
Citation
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Deighton, J. A., and S. Hoch. "Teaching Emotion with Drama Advertising." In Advertising Exposure, Memory and Choice, edited by A. A. Mitchell. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993.
  • 11 Apr 2013
  • Working Paper Summaries

Managers and Market Capitalism

Keywords: by Rebecca Henderson & Karthik Ramanna
  • 21 May 2008
  • Research & Ideas

Going Negative in Political Advertising

For more details, see Greater Good: How Good Marketing Makes For Better Democracy by John Quelch and Katherine Jocz (Harvard Business Press 2008). Choice sells, in politics and... View Details
Keywords: by John Quelch
  • July–August 2024
  • Article

Navigating the Future of Online Advertising with WEB3

By: Frank V. Cespedes and Ben Plomion
or years, digital ad spend was a steadily growing portion of marketing budgets. But online advertising faces challenges that mean a transformative shift in digital marketing. Meanwhile, so-called “Web3” has emerged as a medium that can change ad spend and how personal... View Details
Keywords: Internet and the Web; Advertising; Digital Marketing
Citation
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Cespedes, Frank V., and Ben Plomion. "Navigating the Future of Online Advertising with WEB3." European Business Review (July–August 2024): 4–9.
  • January 2007 (Revised January 2008)
  • Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch
Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details
Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry
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Quelch, John A., and Laura Winig. Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign. Harvard Business School Case 507-005, January 2007. (Revised January 2008.)
  • May 2018 (Revised September 2018)
  • Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States
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Oberholzer-Gee, Felix. "BuzzFeed—What Future for Native Advertising and Branded Content?" Harvard Business School Case 718-511, May 2018. (Revised September 2018.)
  • 2013
  • Working Paper

Managers and Market Capitalism

By: Rebecca Henderson and Karthik Ramanna
In a capitalist system based on free markets, do managers have responsibilities to the system itself? If they do, should these responsibilities shape their behavior when they are engaging in the political process in an attempt to structure the institutions of... View Details
Keywords: Market Design; Economic Systems; Managerial Roles; Government and Politics
Citation
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Henderson, Rebecca, and Karthik Ramanna. "Managers and Market Capitalism." Harvard Business School Working Paper, No. 13-075, March 2013. (Revised November 2013.)
  • 2021
  • Working Paper

Closing Costs, Refinancing, and Inefficiencies in the Mortgage Market

By: David Hao Zhang
In the US, borrowers often finance the price of mortgage origination by agreeing to higher mortgage rates for a given principal amount. I show that for standard fixed-rate, prepayable mortgages this contractual feature has two consequences. First, it leads to increased... View Details
Keywords: Mortgage Market; Refinancing; Mortgages; Consumer Behavior
Citation
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Zhang, David Hao. "Closing Costs, Refinancing, and Inefficiencies in the Mortgage Market." Working Paper, November 2021. (Job Market Paper.)
  • January 2012 (Revised March 2014)
  • Module Note

Managers and Market Capitalism

By: Rebecca Henderson and Karthik Ramanna
The last thirty years have seen the widespread embrace of market capitalism as not only a highly efficient form of economic organization but also as one that best meets the diversity of human preferences. In large, complex societies, an increasing body of theoretical... View Details
Keywords: Economic Systems; Management
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Henderson, Rebecca, and Karthik Ramanna. "Managers and Market Capitalism." Harvard Business School Module Note 112-043, January 2012. (Revised March 2014.)
  • Fast Answer

Advertising expenditures & budgets

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Ref. HF5801 .A48 in the Stamps Reading Room
Quarterly... View Details
  • May 1986
  • Supplement

Gillette Co.: Dry Idea Advertising (B), Video

Presents an audiovisual account of the bake-off competition between Batten, Barton, Durstine & Osborne (BBDO) and a second advertising agency: Ames. The videotape is divided into two parts: 1) interviews with bake-off participants from Gillette and BBDO, and 2)... View Details
Keywords: Advertising; Consumer Products Industry
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Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), Video." Harvard Business School Video Supplement 886-512, May 1986.
  • September 2009
  • Article

Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric

By: Jordan I. Siegel and Barbara Zepp Larson
Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on... View Details
Keywords: Institutions; Labor Market; Complementarity; Global Strategy; Multinational Firms and Management; Governing Rules, Regulations, and Reforms; Labor Unions; Laws and Statutes; Operations; Organizational Change and Adaptation; Manufacturing Industry
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Siegel, Jordan I., and Barbara Zepp Larson. "Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric." Management Science 55, no. 9 (September 2009): 1527–1546. (Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on multinational firms' strategic choice and operating performance. With its decision to invest in manufacturing operations in nearly every one of the world's largest welding markets, Lincoln Electric offers us a quasi-experiment. We leverage a unique data set covering 1996–2006 that combines data on each host country's labor market institutions with data on each subsidiary's strategic choices and historical operating performance. We find that Lincoln Electric performed significantly better in countries with labor laws and regulations supporting manufacturers' interests and in countries that allowed the free use of both piecework and a discretionary bonus. Furthermore, we find that in countries with labor market institutions unfriendly to manufacturers, Lincoln Electric was still able to overcome most (although not all) of the institutional distance by what we term flexible intermediate adaptation.)
  • June 1974 (Revised April 1983)
  • Background Note

Note on Marketing Arithmetic and Related Marketing Terms

By: James L. Heskett and Theodore Levitt
A basic note to be used at the beginning of the introductory marketing course to familiarize students with the arithmetic techniques, concepts, and terms that are typically employed in the analysis of a first year marketing case. View Details
Keywords: Marketing
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Heskett, James L., and Theodore Levitt. "Note on Marketing Arithmetic and Related Marketing Terms." Harvard Business School Background Note 574-082, June 1974. (Revised April 1983.)
  • 08 Feb 2013
  • Working Paper Summaries

The Dynamic Advertising Effect of Collegiate Athletics

Keywords: by Doug J. Chung; Sports
  • December 2007 (Revised July 2008)
  • Supplement

MINI USA: Finding a New Advertising Agency (B)

Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This... View Details
Keywords: Advertising; Acquisition; Service Operations; Sales; Strategy; Advertising Industry
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Godes, David B. "MINI USA: Finding a New Advertising Agency (B)." Harvard Business School Supplement 508-042, December 2007. (Revised July 2008.)
  • 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... View Details
Keywords: Transformation; Framework; Service Operations; Decisions; Relationships; Price; Diversification; Geography; Cost; Advertising Industry; United States
Citation
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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.
  • March 2020
  • Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry
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Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.

    airline price advertising violations

    Ever felt the "taxes" on air travel are unduly high? In other travel contexts (most notably, rental cars), genuine government-imposed taxes often approach or even exceed the amount payable to service providers. But when airlines quote fares, they sometimes include... View Details

    • 2023
    • Chapter

    Marketing Through the Machine’s Eyes: Image Analytics and Interpretability

    By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
    he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
    Keywords: Transparency; Marketing Research; Algorithmic Bias; AI and Machine Learning; Marketing
    Citation
    Related
    Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia, 217–238. Review of Marketing Research. Emerald Publishing Limited, 2023.
    • May 1986
    • Supplement

    Gillette Co.: Dry Idea Advertising (A), Video

    Presents an audiovisual account of the five year struggle to solve creative problems on the Gillette Co.'s Dry Idea brand antiperspirant. The Dry Idea creative review is divided into three parts: 1) review of early advertising, 2) reenactment of a 1983 meeting attended... View Details
    Keywords: Advertising; Consumer Products Industry
    Citation
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    Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), Video." Harvard Business School Video Supplement 886-511, May 1986.
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