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  • 21 May 2007
  • Research & Ideas

Fixing the Marketing-CEO Disconnect

susceptibility to competition. How to repair the rift? Two HBS faculty developed a CD-based program called Measuring Marketing Performance targeted at senior executives—namely CEOs, COOs, and CMOs. The tutorial helps execs understand how... View Details
Keywords: by Sean Silverthorne
  • 30 Dec 2013
  • HBS Case

HBS Cases: What Warren Buffett Saw in Newspapers

advertising revenues over the past decade, as readers turned from print to more immediate sources of news. Coupled with rising printing, paper, and labor costs, the decreasing revenues created falling margins and increased leverage... View Details
Keywords: by Deborah Blagg; Journalism & News; Publishing
  • 24 Feb 2009
  • First Look

First Look: February 24, 2009

which the instruments of accountability are at least as likely to reproduce relationships of inequality as they are to overturn them. Deterring Online Advertising Fraud Through Optimal Payment in Arrears Author:Benjamin Edelman... View Details
Keywords: Martha Lagace
  • 28 Oct 2014
  • First Look

First Look: October 28

shown to users who performed similar searches, they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search... View Details
Keywords: Carmen Nobel
  • 25 Apr 2012
  • What Do You Think?

How Will the “Age of Big Data” Affect Management?

for jobs in data analytics. In addition to less wasteful marketing efforts (we should be able to know, for example, "which half" of advertising is effective, thereby making an old marketing saw obsolete), they should produce more... View Details
Keywords: Re: James L. Heskett
  • 30 Dec 2013
  • Research & Ideas

Most Popular Articles of 2013

Advertising Authors Pavel Kireyev, Koen Pauwels, and Sunil Gupta find that popular Web metrics do not adequately capture consumer behavior online and lead marketers to create less effective marketing budgets. Organizational Factors that... View Details
Keywords: by Staff
  • 11 Sep 2000
  • Research & Ideas

Riding the Internet Fast Track

such as Amazon.com, drugstore.com, E*Trade, and Priceline.com, firms that unflinchingly invest millions of dollars in advertising and promotion each year to rapidly build traffic and revenues. The high-octane fuel that these super trains... View Details
Keywords: by Peter Jacobs
  • 25 Feb 2020
  • News

Case Study: The Credit Bureau

Mobley cart them away. The concept resonates with Mobley’s target customers, who for now are in the NYC area (where the company is based), although its service areas will change to keep pace with shifting demands, Ramírez says. “The... View Details
Keywords: Jen McFarland Flint; Real Estate
  • 13 Jan 2015
  • First Look

First Look: January 13

can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful vehicle for... View Details
Keywords: Sean Silverthorne
  • 03 Jan 2007
  • First Look

First Look: January 3, 2007

implications for the efficient targeting of social programs more generally. A key issue in this debate is whether higher purchase prices lead to more intensive product use and, therefore, greater health benefits. We present results from... View Details
Keywords: Sean Silverthorne
  • 15 Oct 2008
  • First Look

First Look: October 15, 2008

  Working PapersEconomic Factors Underlying the Unbundling of Advertising Agency Services Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Abstract This paper addresses a longstanding puzzle involving the... View Details
Keywords: Martha Lagace
  • 03 Mar 2008
  • First Look

First Look: March 4, 2008

company. A simple portfolio strategy of going long the buy recommendations with school ties and going short buy recommendations without ties earns returns of 5.40% per year. We test whether Regulation FD, targeted at impeding selective... View Details
Keywords: Martha Lagace
  • 25 Oct 2017
  • Research & Ideas

Will Machine Learning Make You a Better Manager?

think about binge-watching The Good Place. “You look for prior patterns and use them to discover what the future may hold,” says Teodorescu. As algorithms have become increasingly advanced, they may start knowing us better than we know ourselves. At least, that’s what... View Details
Keywords: by Michael Blanding; Information Technology
  • 25 Aug 2017
  • Op-Ed

Op-Ed: After Charlottesville, Where Does a CEO's Responsibility Lie?

Trump, the demographics of opposition to the president put unique pressure on business leaders. He is astoundingly unpopular with the young. In August, among adults under 35, Trump had a disapproval rating of 62 percent with only 22 percent approval. View Details
Keywords: by Gautam Mukunda
  • 16 Nov 2010
  • First Look

First Look: November 16, 2010

and Hirotaka Takeuchi. Tokyo: Nihon Keizai Shimbun Publishing, 2010 An abstract is unavailable at this time. How Do Acquirers Retain Successful Target CEOs? The Role of Governance Authors:Julie Wulf and Harbir Singh Publication:Management... View Details
Keywords: Sean Silverthorne
  • 19 Dec 2017
  • First Look

New Research and Ideas, December 19, 2017

successfully increase immigrants' political participation, even when they do not specifically target their communities and concerns. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=53575 November 28, 2017 athenaInsight... View Details
Keywords: Carmen Nobel
  • 14 Feb 2017
  • First Look

First Look at New Research: February 14

in employment at small firms in high-tech industries, which are a frequent target of patent trolls. By contrast, the laws have no significant impact on employment at larger or non-high-tech firms. Anti-troll legislation is also associated... View Details
Keywords: Sean Silverthorne
  • 22 Aug 2011
  • Research & Ideas

Getting to Eureka!: How Companies Can Promote Creativity

tightly controls its search engine technology that is the core of its advertising profits. In a similar way, Facebook uses open source code to run its site and has recently opened up the design of its data centers, but closely guards its... View Details
Keywords: by Michael Blanding
  • 13 Jan 2009
  • First Look

First Look: January 13, 2009

  Working PapersCPC/CPA Hybrid Bidding in a Second Price Auction Authors:Benjamin Edelman and Hoan Soo Lee Abstract We develop a model of online advertising in which each advertiser chooses from multiple... View Details
Keywords: Martha Lagace
  • 08 Oct 2013
  • First Look

First Look: October 8

use a new dataset on industry-level targeting to analyze quality FDI based on the subjective preferences expressed by the receiving countries themselves. Finally, we use a two-stage least squares methodology to control for measurement... View Details
Keywords: Sean Silverthorne