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  • 07 Oct 2019
  • Sharpening Your Skills

How Companies Can Make Up with (Very) Unhappy Customers

JetBlue employees and more than 130,000 customers whose flights were cancelled, delayed, or diverted. How did the airline make it right with customers and learn from its mistakes? The Hidden Cost of a Product Recall Product failures... View Details
Keywords: by Sean Silverthorne; Retail; Air Transportation
  • 02 May 2005
  • What Do You Think?

Where is Consumer Generated Marketing Taking Us?

of bloggers who speak in both whispers and shouts. Combined with the low cost of Web site and even crude advertising design, inhabitants of the Web can achieve wonders in creating and broadcasting a wide... View Details
Keywords: by James Heskett
  • 10 Nov 2015
  • First Look

November 10, 2015

Online Advertising By: Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract—As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to... View Details
Keywords: Sean Silverthorne
  • 18 Jun 2001
  • Research & Ideas

Tech Investment the Wise Way

here cover a wide range including outright sale, renting, charging by the transaction, advertising and subscription models, licensing, or even giving away the product and selling after-sale support and services. Having a sense of price... View Details
Keywords: by Henry Chesbrough & Richard S. Rosenbloom
  • 10 Apr 2018
  • First Look

First Look at New Research, April 10, 2018

consumer tastes, increased competition, and evolving advertising trends and sales channels. Seeing innovation as a key to future success, in 2016 the company established eighteen94 capital, its corporate venture capital arm, which had... View Details
Keywords: Sean Silverthorne
  • 08 Mar 2016
  • First Look

March 8, 2016

choices. Evaluating a natural experiment in which different results were 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... View Details
Keywords: Sean Silverthorne
  • 12 May 2009
  • First Look

First Look: May 12, 2009

world of advertising by transforming the way Americans watched television. BCM had developed a technology to make television "clickable," enabling viewers to interact with the content on their television screens. By April 2009,... View Details
Keywords: Martha Lagace
  • May 2022
  • Supplement

Maestro Pizza (C): Taking the Fight Outside

By: Ramon Casadesus-Masanell and Fares Khrais
Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of... View Details
Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Middle East; Saudi Arabia
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  • 11 Jan 2017
  • Research & Ideas

The Paradoxical Quest to Make Food Look 'Natural' With Artificial Dyes

Hisano cites companies such as Wells, Richardson & Co. and Heller & Merz Company, which introduced dedicated dyes for butter coloring in the late 1870s. Synthetic dyes decreased the cost of coloring butter significantly. H.... View Details
Keywords: by Carmen Nobel
  • 10 Mar 2009
  • First Look

First Look: March 10, 2009

boost earnings to meet earnings benchmarks. We estimate that marketing actions can be used to boost quarterly net income by up to 5% depending on the depth and duration of promotion. However, there is a price to pay, with the cost in the... View Details
Keywords: Martha Lagace
  • 01 Sep 2015
  • First Look

First Look -- September 1, 2015

lifecycles. Publisher's link: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2338575 June 22, 2015 Harvard Business Review Is Programmatic Advertising the Future of Marketing? By: Rayport, Jeffrey F. Abstract—No abstract available... View Details
Keywords: Sean Silverthorne
  • 03 Mar 2008
  • First Look

First Look: March 4, 2008

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=708429 MINI USA: Finding a New Advertising Agency (A) Harvard Business School Case 508-041 Selling an intangible like advertising services is a... View Details
Keywords: Martha Lagace
  • 10 Jun 2002
  • Research & Ideas

Disruption: The Art of Framing

different work patterns and decision rules required in the new business. Print reps were used to selling in long cycles, to an established customer base, with a generic, nontargeted advertising product. Online View Details
Keywords: by Clark Gilbert & Joseph L. Bower
  • 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
  • 21 Jan 2009
  • First Look

First Look: January 21, 2009

airline's need to slow its growth rate in the response to increasing fuel costs and the effects of major operational crisis for the airline in February 2007. In 2005, JetBlue—typically viewed as a low-cost carrier (LCC)—made a move that... View Details
Keywords: Martha Lagace
  • 11 Apr 2000
  • Research & Ideas

Financial Services 24/7

reacting to similar challenges. As trendy financial dot-coms with huge technology and advertising budgets emerge offering everyone an equal—and inexpensive—chance to trade stock, apply for a loan, buy insurance, or pay a bill, traditional... View Details
Keywords: by Susan Young
  • 27 Dec 2010
  • Research & Ideas

HBS Faculty on 2010’s Biggest Business Developments

advertisements to building their own outlets and content. Kraft Foods, for example, is now one of the largest publishers of food-related materials. IBM is launching thought leadership communities. PepsiCo uses social networks to reach... View Details
Keywords: by Staff
  • 30 Sep 2002
  • Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

big bucks in the minds of most consumers. We see similar efforts by magazines that advertise their low per-issue prices or insurance companies that break the cost of their premiums down to a low, per-day... View Details
Keywords: by Manda Mahoney
  • 25 Apr 2017
  • First Look

First Look at New Research, April 25

experience. Prioritizing the shortest tasks is particularly detrimental to productivity. Actively grouping similar tasks also reduces productivity, in stark contrast to productivity gains from exogenous grouping, indicating deviation View Details
Keywords: Sean Silverthorne
  • 20 Mar 2013
  • Research & Ideas

How CEOs Sustain Higher-Ambition Goals

are going well, but when you have to make a decision that comes at a cost to you or your organization," said HBS Professor of Management Practice Bill George, former chairman and CEO of Medtronic. "[They'll say,] 'He's missed his numbers.... View Details
Keywords: by Dina Gerdeman

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