Advertising Technology - Publications - Faculty & Research

04 Mar 2019
What Do You Think?

What’s the Antidote to Surveillance Capitalism?

wireless networks and cloud technologies, advertisers and others can predict our future behavior, often before we realize what we are going to do. It’s a short step from prediction to thought control (through vehicles such as fake news... View Details

Keywords: by James Heskett; Advertising; Advertising

06 Feb 2007
First Look

First Look: February 6, 2007

the firm and MIS research to argue that some types of information technology (IT) will be deployed only within hierarchical governance structures. This argument introduces a contingency into the 'electronic markets hypothesis,' which... View Details

Keywords: Martha Lagace

01 Oct 2013
First Look

First Look: October 1

Management Strategy Ex-Ante Agreements in Standard Setting and Patent Pool Formation By: Llanes, Gastón, and Joaquín Poblete Abstract—We present a model of standard setting and patent-pool formation. We study the effects of alternative standard-setting and... View Details

Keywords: Sean Silverthorne

19 Dec 2023
Research & Ideas

15 Podcast Episodes That Grabbed Listeners in 2023

Global Sustainability Personal at Bühler The global food supply chain is a significant source of greenhouse gas emissions and other environmental challenges. Many companies avoid these issues or make token efforts to reduce their impact on the planet. But as CEO of the... View Details

Keywords: by Danielle Kost

30 Aug 2011
First Look

First Look: August 30

PublicationsEmotion-induced Engagement in Internet Video Ads Authors:Thales S. Teixeira, Michel Wedel, and Rik Pieters Publication:Journal of Marketing Research (forthcoming) Abstract This study shows how advertisers can leverage... View Details

Keywords: Sean Silverthorne

29 Jun 2007
First Look

First Look: June 29, 2007

will be correlated with their types to achieve separation. The model's results have implications for various marketing communication tools such as advertising and sales forces. Motivating Supply Chain Behavior: The Right Incentives Can... View Details

Keywords: Martha Lagace

15 Nov 2022
Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

create more opportunity for advertising, so TikTok is building out its ad sales force. More advertising means that it can offer creators the revenue opportunities long available on YouTube. TikTok recently announced an ad revenue share... View Details

Keywords: by John Deighton and Leora Kornfeld

October 2023 (Revised October 2024)
Case

UnDosTres: Building the Paytm of Mexico

By: Álvaro Rodríguez Arregui, Max Hancock and Amy Klopfenstein

Arpit Gupta, Naveen Sharma, and Vikram Deswal co-founded the mobile payment app UnDosTres in Mexico City in 2015. In the past, Gupta had worked at Paytm, an India-based payment app valued at over $1 billion. In Mexico, the co-founders hoped to recreate Paytm’s success.... View Details

Keywords: Technology Adoption; Advertising; Digital Platforms; Growth and Development Strategy; Adaptation; Technology Industry; Technology Industry; Mexico; India

Citation

Educators

Purchase

30 Mar 2018
What Do You Think?

What Should Mark Zuckerberg Do?

will be smart to unbundle the services and come out with a pricing table.” As Munyaradzi Mushato put it, “implement an authentic platform strategy where users pay, advertisers pay, and developers pay for the value they get.” Clearly,... View Details

Keywords: by James Heskett; Information Technology; Information Technology

03 Oct 2005
Research & Ideas

The Box Office Power of Stars

film, such as whether to open a movie in a large number of theaters, whether to use television advertising to promote the film, and whether to avoid a competitive, high-season opening weekend may impact its market success as well.... View Details

Keywords: by Sarah Jane Gilbert; Entertainment & Recreation; Motion Pictures & Video

19 Apr 2010
Research & Ideas

The History of Beauty

not take a great deal of capital nor technological expertise to launch an entrepreneurial venture in many beauty products—although for such a venture to have any hope of success, high levels of imagination and creativity have always been... View Details

Keywords: by Sean Silverthorne; Beauty & Cosmetics

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

Citation

Educators

Purchase

16 Jun 2020
Research & Ideas

Your Customers Have Changed. Here's How to Engage Them Again.

Opportunities also exist for B2B technology firms. Suppliers can provide customers with enhanced ecommerce services that are in great demand. Shopify provides multiple services to small businesses to enable greater digital footprints.... View Details

Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service

08 Sep 2014
Research & Ideas

The Strategic Way To Hire a Sales Team

Google and Groupon, for instance, a higher percentage of employees work in sales than engineering or data mining. And at Facebook the salesforce's ability to translate 'likes' into advertisers will make or break that company's valuation... View Details

Keywords: by Carmen Nobel

26 Oct 2022
Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

budget to influencer marketing. Overall, Zhang hopes the research will encourage marketers to “take a step back” when measuring success. They should look beyond easy clicks to consider influencer reputation as part of their advertising... View Details

Keywords: by Kara Baskin; Technology; Technology

Research Summary

Clinical Trials as a setting for Health Policy and Management Research

The clinical trial marketplace is in flux. A decade ago, pharmaceutical firms almost exclusively conducted the study of their novel drug compounds within major academic medical centers. But today, industry-sponsored clinical trials are increasingly using community... View Details

21 Aug 2017
Lessons from the Classroom

Companies Love Big Data But Lack the Strategy To Use It Effectively

Technology and Operations Management Unit. He discussed with students how German soccer team TSG Hoffenheim deploys analytics in scouting and player development. He also noted how New Zealand’s yacht designers and crew prepared for the... View Details

Keywords: by Dina Gerdeman

08 Jul 2019
Research & Ideas

Are Paywalls Saving Newspapers?

paywall sales strategy, you have to make sure you have the reputation and the uniqueness of content to do it ” “We look at the whole picture—both the digital and print channels, and the two revenue sources of the firms, advertising and... View Details

Keywords: by Kristen Senz; Journalism & News; Media & Broadcasting

31 Jan 2023
Research & Ideas

It’s Not All About Pay: College Grads Want Jobs That ‘Change the World’

organizational purpose or social responsibility—reduce the overall bump paid to college-educated workers by about 5 percent, finds the study, which Zhang wrote with Nathan Wilmers, an associate professor at the Massachusetts Institute of View Details

Keywords: by Rachel Layne

12 Jun 2018
First Look

New Research and Ideas, June 12, 2018

Agarwal Abstract—Machine learning process technologies usher new questions regarding their potential complementarity with existing human capital. Within the context of the U.S. Patent and Trademark Office examination process, our... View Details

Keywords: Dina Gerdeman

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