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  • All HBS Web  (17,992)
    • People  (25)
    • News  (3,203)
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    • Events  (111)
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  • 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
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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.
  • March 2025
  • Case

Stagwell: AI and the Future of Marketing

By: Suraj Srinivasan and Radhika Kak
In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details
Keywords: Advertising; Innovation Strategy; Change Management; AI and Machine Learning; Digital Transformation; Technology Adoption; Marketing Strategy; Service Delivery; Creativity; Business Model; Advertising Industry; Advertising Industry
Citation
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Srinivasan, Suraj, and Radhika Kak. "Stagwell: AI and the Future of Marketing." Harvard Business School Case 125-089, March 2025.

    The Flattened Firm--Not as Advertised

    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... View Details

    • 2015
    • Working Paper

    Markets with Price Coherence

    By: Benjamin Edelman and Julian Wright
    In markets with price coherence, the purchase of a given good via an intermediary is constrained to occur at the same price as a purchase of that same good directly from the seller (or through another competing intermediary). We examine ten markets with price... View Details
    Keywords: Intermediaries; Platforms; Two-Sided Markets; Vertical Restraints; Price; Distribution Channels; Business History; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
    Citation
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    Edelman, Benjamin, and Julian Wright. "Markets with Price Coherence." Harvard Business School Working Paper, No. 15-061, January 2015. (Revised March 2015.)
    • 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.
    • 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.

      Disruption and Credit Markets

      When innovation and entry are high in an industry, is this good or bad news for incumbents? We show that recently the answer has been bad news.  Industries with elevated venture capital activity and returns, and with a larger presence of newly listed firms, show a... View Details

      • 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
      Citation
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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.
      • November 1992 (Revised June 1993)
      • Case

      The Advertising Council Teen Alcoholism Campaign: Research and Strategy

      By: V. Kasturi Rangan and Jayne D. Kramer
      Keywords: Advertising Campaigns; Strategy; Health Disorders; Social Issues
      Citation
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      Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council Teen Alcoholism Campaign: Research and Strategy." Harvard Business School Case 593-060, November 1992. (Revised June 1993.)
      • 2025
      • Working Paper

      Government-Brokerage Analysts and Market Stabilization: Evidence from China

      By: Sheng Cao, Xianjie He, Charles C.Y. Wang and Huifang Yin
      We show analysts at government-controlled brokerage firms serve as a market stabilization tool in China. Using earnings forecasts from 2005–2019, we find government-brokerage analysts issue relatively more optimistic—yet less accurate and timely—forecasts during... View Details
      Keywords: Sell-side Analysts; Forecast Optimism; Forecast Accuracy; Government Incentives; Market Stabilization; Government Ownership; Coordinated Economies; Stocks; Forecasting and Prediction; Business and Government Relations; Emerging Markets
      Citation
      SSRN
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      Cao, Sheng, Xianjie He, Charles C.Y. Wang, and Huifang Yin. "Government-Brokerage Analysts and Market Stabilization: Evidence from China." Harvard Business School Working Paper, No. 18-095, March 2018. (Revised March 2025.)
      • 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
      Citation
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      Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
      • Research Summary

      Institutions and Markets

      Alexander Dyck's academic articles, case studies and course development show how incentive policies, ownership structures, regulatory agencies and corporate governance institutions determine whether hopes for value creation through private sector expansion will be met.... View Details
      • February 2012 (Revised March 2014)
      • Case

      Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children

      By: Felix Oberholzer-Gee, Dennis Yao, Britta Kelley and Lizzie Gomez
      In response to growing concern about childhood obesity, in February 2006 the Council of Better Business Bureaus (CBBB) announced an initiative to examine its self-regulatory program on children's advertising. The existing program was a voluntary cross-industry program... View Details
      Keywords: Food; Advertising; Ethics; Food and Beverage Industry
      Citation
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      Oberholzer-Gee, Felix, Dennis Yao, Britta Kelley, and Lizzie Gomez. "Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children." Harvard Business School Case 712-463, February 2012. (Revised March 2014.)
      • November 1992 (Revised March 1997)
      • Case

      The Advertising Council: Corporate Strategy

      By: V. Kasturi Rangan and Jayne D. Kramer
      Keywords: Corporate Strategy; Advertising; Advertising Industry
      Citation
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      Related
      Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council: Corporate Strategy." Harvard Business School Case 593-059, November 1992. (Revised March 1997.)
      • 15 Jan 2019
      • Working Paper Summaries

      The Creation and Evolution of Entrepreneurial Public Markets

      Keywords: by Shai Bernstein, Abhishek Dev, and Josh Lerner; Banking; Financial Services
      • 10 May 2012
      • Working Paper Summaries

      The Flattened Firm—Not as Advertised

      Keywords: by Julie Wulf
      • 2021
      • Article

      Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era

      By: Alvin J. Silk and Ernst R. Berndt
      The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications... View Details
      Keywords: Industry Evolution; Advertising; Spending; Measurement and Metrics; Mathematical Methods; Media; Advertising Industry; United States
      Citation
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      Related
      Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era." Foundations and Trends® in Marketing 15, no. 1 (2021): 1–85.
      • Research Summary

      Public Policy and Markets

      By: Willis M. Emmons
      William (Willis) M. Emmons III is investigating the interaction of public policy, markets, business strategy, and performance at the levels of firm, industry, and society. Emmons' approach draws heavily on economic theories of industrial organization, market failure,... View Details
      • 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
      Citation
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      Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services." International Journal of Marketing Studies 8, no. 1 (February 2016).
      • February 2024
      • Module Note

      Data-Driven Marketing in Retail Markets

      By: Ayelet Israeli
      This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
      Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; "Marketing Analytics"; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
      Citation
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      Israeli, Ayelet. "Data-Driven Marketing in Retail Markets." Harvard Business School Module Note 524-062, February 2024.
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