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  • All HBS Web  (17,991)
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  • All HBS Web  (17,991)
    • People  (25)
    • News  (3,203)
    • Research  (12,464)
    • Events  (111)
    • Multimedia  (226)
  • Faculty Publications  (10,275)
← Page 10 of 17,991 Results →
  • 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
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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.
  • Research Summary

Marketing and Privacy Concerns

When finer consumer information becomes available, competing firms sometimes target consumers too finely, disrupting scale economies prematurely. This leads to excessive product variety or to the wasteful exclusion of certain consumer types. This paper suggests that... View Details
  • September 2009
  • Article

Deterring Online Advertising Fraud Through Optimal Payment in Arrears

By: Benjamin Edelman
Online advertisers face substantial difficulty in selecting and supervising small advertising partners. Fraud can be well hidden, and limited reputation systems reduce accountability. But partners are not paid until after their work is complete, and advertisers can... View Details
Keywords: Cost Management; Misleading and Fraudulent Advertising; Profit; Online Advertising; Advertising Industry
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Edelman, Benjamin. "Deterring Online Advertising Fraud Through Optimal Payment in Arrears." Financial Cryptography and Data Security: Proceedings of the International Conference (September 2009). (Springer-Verlag Lecture Notes in Computer Science.) (Featured in Working Knowledge: Reducing Risk with Online Advertising.)
  • 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.)
  • 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
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Zhang, David Hao. "Closing Costs, Refinancing, and Inefficiencies in the Mortgage Market." Working Paper, November 2021. (Job Market Paper.)
  • 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
  • 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.
  • Fast Answer

Advertising expenditures & budgets

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Ref. HF5801 .A48 in the Stamps Reading Room
Quarterly... View Details
  • 03 Dec 2007
  • Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

Imagine the glee of marketers at the dawn of the Internet era—could anyone imagine a more sophisticated, precise way of reaching consumers? By tracking the purchasing habits of its prey, marketers could... View Details
Keywords: by Julia Hanna; Advertising; Advertising
  • 1993
  • Chapter

Teaching Emotion with Drama Advertising

By: J. A. Deighton and S. Hoch
Keywords: Teaching; Advertising; Advertising Industry; Advertising Industry
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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.
  • 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
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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.
  • 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.)
  • 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
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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.

    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

    • 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.)
    • January–February 2023
    • Article

    External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures

    By: Alicia DeSantola, Ranjay Gulati and Pavel Zhelyazkov
    We explore how the initial market positioning of entrepreneurial ventures shapes how they professionalize over time, focusing specifically on the development of functional roles. In contrast to existing literature, which has presumed a uniform march toward... View Details
    Keywords: Market Positioning; Professionalization; Scaling; Entrepreneurship; Strategy; Business Startups; Growth and Development; Organizational Structure
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    DeSantola, Alicia, Ranjay Gulati, and Pavel Zhelyazkov. "External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures." Organization Science 34, no. 1 (January–February 2023): 1–23.
    • 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.)
    • Fall 2012
    • Article

    The Flattening Firm—Not As Advertised

    By: Julie Wulf
    For decades, management consultants and the popular business press have urged large firms to flatten their hierarchies. Flattening (or delayering, as it is also known) typically refers to the elimination of layers in a firm's organizational hierarchy and the broadening... View Details
    Keywords: Organizational Structure; Governance Controls; Decision Making
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    Wulf, Julie. "The Flattening Firm—Not As Advertised." California Management Review 55, no. 1 (Fall 2012): 5–23.
    • 2022
    • Working Paper

    Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking

    By: John William Hatfield and Jonathan Wallen
    We investigate the relationship between the interest rates offered to consumers in a deposit banking market and the contact that banks in that market have with each other in other markets. We show, in a simple theoretical model, that such overlapping relationships... View Details
    Keywords: Antitrust; Deposit Banking; Market Power; Multimarket Contact; Banks and Banking; Markets; Competition
    Citation
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    Hatfield, John William, and Jonathan Wallen. "Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking." Working Paper, January 2022.
    • February 2018
    • Article

    Financial Disclosure and Market Transparency with Costly Information Processing

    By: Marco Di Maggio and Marco Pagano
    We study a model where some investors (“hedgers”) are bad at information processing, while others (“speculators”) have superior information-processing ability and trade purely to exploit it. The disclosure of financial information induces a trade externality: if... View Details
    Keywords: Financial Disclosure; Information Processing; Liquidity; Market Transparency; Rational Inattention; Information; Financial Liquidity; Knowledge Use and Leverage; Corporate Disclosure; Financial Markets; Investment
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    Di Maggio, Marco, and Marco Pagano. "Financial Disclosure and Market Transparency with Costly Information Processing." Review of Finance 22, no. 1 (February 2018): 117–153.
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