Publications

Publications

Filter Results: (378) Arrow Down

Show Results For

← Page 16 of 378 Results →
Sort by

Are you looking for?

→Search All HBS Web
  • 11 Feb 2008
  • Research & Ideas

Does Democracy Need a Marketing Manager?

desperate tactics such as negative advertising to tear down their opponents rather than promoting their own virtues. Citizens can be forgiven for being cynical. However, what's needed in politics is not less marketing but better... View Details
Keywords: by Sean Silverthorne
  • 04 Jun 2001
  • Research & Ideas

RealNetworks, CNET, and Judo Strategy

RealNetworks founder Rob Glaser, a veteran of doing battle with much larger Microsoft, has some words of wisdom on competing against a market giant: "If you want to beat Bobby Fischer, don't play chess." Glaser, president and CEO of the streaming View Details
Keywords: by Jim Aisner
  • 12 Jun 2018
  • First Look

New Research and Ideas, June 12, 2018

document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location—precisely following initiation of the suit. In particular, we use legal actions... View Details
Keywords: Dina Gerdeman
  • 07 Sep 2020
  • Research & Ideas

How to Help Small Businesses Survive COVID's Next Phase

small-business owners can take now Mills offers three recommendations to cash-strapped business owners: Focus on social media and email to reach customers. The coronavirus pandemic forced many analog companies to embrace digital... View Details
Keywords: by Danielle Kost; Food & Beverage; Service
  • 21 Dec 2010
  • First Look

First Look: December 21

found that managers engage in redundant communication; that is, they send the same message to the same recipient through two or more unique media sequentially. Given how busy most managers are, and how much information their subordinates... View Details
  • 03 Jan 2007
  • First Look

First Look: January 3, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=207077 Framedia Harvard Business School Case 207-057 Examines an acquisition in the highly competitive new media advertising industry in China... View Details
Keywords: Sean Silverthorne
  • 10 Sep 2013
  • First Look

First Look: September 10

paper: http://ssrn.com/abstract=2316198   Cases & Course Materials Harvard Business School Case 512-049 Bluefin Labs Bluefin Labs built a system that gathered, from Twitter and other sources, millions of hourly social media postings,... View Details
Keywords: Sean Silverthorne
  • 09 Aug 2013
  • Research & Ideas

Read All About It: Digital CEO Buys Traditional Media!

that Bezos has shown in his leadership at Amazon, including constant commitment to the customer and a long-term approach to innovation, are good news for DC's paper of record. Three Ingredients For Success By: Bharat Anand Henry R. Byers Professor of Business... View Details
Keywords: by Jim Aisner; Journalism & News; Publishing
  • 14 Oct 2013
  • Research & Ideas

Blockbuster! Why Star Power Works

Disney Company expects to lose up to $190 million on its summer fiasco The Lone Ranger, another star vehicle featuring Johnny Depp and Armie Hammer. Welcome to the risky strategy of "blockbusters," practiced increasingly by movie, TV, and recording companies;... View Details
Keywords: by Sean Silverthorne; Entertainment & Recreation
  • 2021
  • Report

The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

By: John A. Deighton and Leora Kornfeld
This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details
Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding
Related
  • 19 Feb 2019
  • First Look

New Research and Ideas, February 19, 2019

Abstract— We jointly examine the effects of television advertising and field operations in U.S. presidential elections, where the former is referred to as the “air war” and the latter as the “ground game.” Specifically, we look at how... View Details
Keywords: Sean Silverthorne
  • February 2024
  • Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott
Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details
Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
Related
  • 03 Aug 2015
  • Research & Ideas

Why Fierce Competitors Apple and Amazon Became ’Frenemies’ Over eReaders

terms, both companies would like nothing better than to have customers to themselves, wrapped up in their own seamless media universes: iTunes, iPad, and Apple TV on the one hand; and Kindle, Amazon Prime, and Fire TV on the other. “Even... View Details
Keywords: by Michael Blanding; Information; Publishing; Technology
  • 21 Nov 2016
  • Research & Ideas

It Matters That Your CEO Doesn't Know Much About Sales

across levels and functions. US companies alone spend about $900 billion on sales efforts annually. That’s more than 3 times what they spend on media advertising and about 10 times what they spend on social... View Details
Keywords: by Michael Blanding
  • 08 Oct 2013
  • First Look

First Look: October 8

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1939494   Working Papers Competing Ad Auctions By: Ashlagi, Itai, Benjamin Edelman, and Hoan Soo Lee Abstract—We present a two-stage model of competing ad auctions. Search engines attract users via Cournot-style... View Details
Keywords: Sean Silverthorne
  • 22 May 2012
  • First Look

First Look: May 22

banking system. Download the paper: http://www.hbs.edu/research/pdf/12-101.pdf Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency Authors:Alvin J. Silk Abstract What... View Details
Keywords: Sean Silverthorne
  • January 2023
  • Case

Proday: Calling the Right Play

By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that... View Details
Keywords: Social Media; Entrepreneurship; Advertising; Digital Marketing; Product Launch; Social Marketing; Failure; Sports; Applications and Software; Business Startups; Technology Industry; United States
Related
  • 20 Oct 2009
  • First Look

First Look: October 20

individuals near a firm's headquarters—for the presence of a large, non-managerial individual shareholder in a firm. These shareholders have a large impact on firms, controlling for selection effects. Download the paper: http://www.hbs.edu/research/pdf/10-028.pdf... View Details
Keywords: Martha Lagace
  • 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
  • 15 Mar 2016
  • First Look

March 15, 2016

Aaron K., and Michael W. Toffel Abstract—Several CEOs are receiving significant media attention for taking public positions on controversial social and environmental issues largely unrelated to their core business, ranging from gay... View Details

Are you looking for?

→Search All HBS Web