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Show Results For
- All HBS Web
(1,086)
- News (118)
- Research (835)
- Events (1)
- Multimedia (2)
- Faculty Publications (592)
- 2006
- Article
Measuring the Effect of Multimarket Contact on Competition: Evidence from Mergers Following Radio Broadcast Ownership Deregulation
By: Joel Waldfogel and Julie Wulf
This paper examines the effects of multimarket contact on advertising prices in the U.S. radio broadcasting industry. While it is in general difficult to measure the effect of multimarket contact on competition, the 1996 Telecommunications Act substantially relaxed... View Details
Keywords: Marketing Communications; Markets; Geographic Location; Advertising; Ownership; Price; Telecommunications Industry; Telecommunications Industry; United States
Waldfogel, Joel, and Julie Wulf. "Measuring the Effect of Multimarket Contact on Competition: Evidence from Mergers Following Radio Broadcast Ownership Deregulation." Art. 17. Contributions B.E. Journal of Economic Analysis & Policy 5, no. 1 (2006).
- September 2020 (Revised July 2022)
- Technical Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeting; Targeted Advertising; Pricing Algorithms; Ethical Decision Making; Customer Heterogeneity; Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Marketing Communications; Analytics and Data Science; Analysis; Decision Making; Ethics; Customer Relationship Management; E-commerce; Retail Industry; Retail Industry; United States
Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Technical Note 521-020, September 2020. (Revised July 2022.)
- 29 Jan 2014
- Research & Ideas
Super Bowl Ads for Multitaskers
they are not getting everyone they are paying for." The possibility of consumers tuning out during ads is even worse during the rest of the year—when commercials aren't as hyped as they are during the Super Bowl. But advertisers... View Details
- July 1997
- Case
Earle Palmer Brown (A)
The CEO of one of the top 25 advertising agencies confronts major changes in the marketplace. He chooses to reengineer the firm. View Details
Keywords: Organizational Change and Adaptation; Business or Company Management; Industry Growth; Advertising Industry
Jones, Thomas O. "Earle Palmer Brown (A)." Harvard Business School Case 398-012, July 1997.
- Research Summary
Research Focus
By: Anita Elberse
My research focuses on "creative industries," defined as industries that supply goods that we commonly associate with artistic, cultural, or entertainment value -- including book and magazine publishing, film, music, television, video games, the performing... View Details
- March 1975 (Revised April 1985)
- Case
L'eggs Products, Inc. (Condensed)
Describes designing an advertising or promotion program to sustain the momentum on L'eggs successful market entry. View Details
Star, Steven H. "L'eggs Products, Inc. (Condensed)." Harvard Business School Case 575-090, March 1975. (Revised April 1985.)
- August 2015
- Case
Building an e-Commerce Brand at Wayfair
By: Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; ＂Marketing Analytics＂; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States
Teixeira, Thales, and Elizabeth Anne Watkins. "Building an e-Commerce Brand at Wayfair." Harvard Business School Case 516-028, August 2015.
- October 1987 (Revised March 1992)
- Supplement
Boston Fights Drugs (B): Converting Research to Action
By: V. Kasturi Rangan and Jennifer Lawrence
Describes the results of the advertising pre-test described in the (A) case. The group must now decide how to implement its findings for maximum impact. View Details
Rangan, V. Kasturi, and Jennifer Lawrence. "Boston Fights Drugs (B): Converting Research to Action." Harvard Business School Supplement 588-032, October 1987. (Revised March 1992.)
- 23 Sep 2008
- First Look
First Look: September 23, 2008
Working PapersSecuring Online Advertising: Rustlers and Sheriffs in the New Wild West Author:Benjamin G. Edelman Abstract Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. View Details
Keywords: Martha Lagace
- September 2000 (Revised November 2000)
- Case
GetConnected.com
By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins
Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right... View Details
Keywords: Advertising Campaigns; Business Startups; Business or Company Management; Marketing Strategy; Market Entry and Exit; Corporate Strategy; Web Services Industry
Lal, Rajiv, Nilanjana R. Pal, and Jodi L. Prins. "GetConnected.com." Harvard Business School Case 501-025, September 2000. (Revised November 2000.)
- April 2019 (Revised August 2020)
- Case
Raksul
By: Scott Duke Kominers, Masahiro Kotosaka, Nobuo Sato and Akiko Kanno
Raksul, 2018 Forbes Japan "Startup of the Year," ran an e-commerce platform drawing upon thousands of individual suppliers. Launched as a business-to-business printing services marketplace, Raksul had recently expanded to operate both a logistics/delivery marketplace... View Details
- May 2008
- Supplement
Hasbro Games -- POX (A) and (B), Supporting Video
By: Elie Ofek
The video contains advertisements and media related clips regarding the launch of Hasbro's POX handheld game. View Details
Ofek, Elie. "Hasbro Games -- POX (A) and (B), Supporting Video." Harvard Business School Video Supplement 508-706, May 2008.
- spring 2007
- Article
Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970
Around 1960, the first independent African nations emerged, marking the beginning of the momentous political event that, among other things, would change the visual representations and the copy of advertisements. Development, modernity, and industrialization became... View Details
Decker, Stephanie. "Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970." Business History Review 81, no. 1 (Spring 2007): 59–86.
- 31 Jan 2005
- Research & Ideas
Rethinking Marketing’s Conventional Wisdom
marketing and psychology. Moon is a recipient of the HBS Student Association Award for teaching excellence and has twice received a Hellman Faculty Fellowship, presented annually to a junior faculty member for outstanding research. Gary Emmons: Are there View Details
- January 2014 (Revised February 2015)
- Case
YouTube for Brands
By: Thales Teixeira and Leora Kornfeld
This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details
Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Advertising Industry; Advertising Industry
Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)
- June 1989 (Revised May 1993)
- Case
Rossin Greenberg Seronick & Hill, Inc. (A)
By: John A. Quelch
Rossin Greenberg Seronick & Hill (RGSH), a New England advertising agency, was keen to secure the account of Microsoft Corp. The case describes the bid for the account, which included the submission of a "flier" referring to knowledge of a competitor's plans, as a... View Details
Quelch, John A. "Rossin Greenberg Seronick & Hill, Inc. (A)." Harvard Business School Case 589-124, June 1989. (Revised May 1993.)
- July 2010 (Revised December 2010)
- Case
AdMob (A)
By: Mikolaj Jan Piskorski, Samuel Cohen and Nithya Vaduganathan
AdMob's CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, powered 6,000 websites and 1,000 applications, and... View Details
Keywords: Digital Marketing; Growth and Development Strategy; Resource Allocation; Competition; Competitive Strategy; Expansion; Mobile and Wireless Technology; Advertising Industry
Piskorski, Mikolaj Jan, Samuel Cohen, and Nithya Vaduganathan. "AdMob (A)." Harvard Business School Case 711-406, July 2010. (Revised December 2010.)
- July 2003 (Revised August 2003)
- Case
Meloche Monnex
Meloche Monnex is outperforming industry growth and profitability, thanks to its focus on affinity groups (mostly university alumni) and innovative telemarketing techniques. Should e-mail marketing play a greater role in the customer acquisition process, as suggested... View Details
Wathieu, Luc R., and Kevin Morris. "Meloche Monnex." Harvard Business School Case 504-008, July 2003. (Revised August 2003.)
- March 2006 (Revised February 2007)
- Case
Massive Incorporated (A)
By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston
How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at... View Details
Keywords: Emerging Markets; Product Launch; Digital Marketing; Business Startups; Advertising Industry
Lassiter, Joseph B., III, Clark Gilbert, and Victoria Winston. "Massive Incorporated (A)." Harvard Business School Case 806-126, March 2006. (Revised February 2007.)
- April 1990 (Revised April 1992)
- Supplement
Ad Council's AIDS Campaign (B): Program Adoption
By: V. Kasturi Rangan and Janet Montgomery
The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details
Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (B): Program Adoption." Harvard Business School Supplement 590-106, April 1990. (Revised April 1992.)