Sponsored Search Advertising - Publications - Faculty & Research

10 Aug 2016
Research & Ideas

Prospective Students Steer Clear of Schools Rocked by Scandal

stock of his corporate sponsors dropped, as did sales of Nike golf balls. A college’s well publicized scandal can open the eyes of prospective students. Source: SIphotography But Luca reasoned that many colleges wrestle with drinking and... View Details

Keywords: by Dina Gerdeman; Education

21 Nov 2016
Research & Ideas

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

developments in a changing market. Says Cespedes: “Value is created or destroyed with customers, and good leaders know that interpreting market data is not just a search for truth and insights. It’s also about actionable dialogue with the... View Details

Keywords: by Michael Blanding

15 May 2006
Lessons from the Classroom

Women Find New Path to Work

and personal marketing, sort of one-to-one-to-one, the customized approach, as opposed to the broadcast media that were the mainstays of advertising in the early '90s. They always have to think about this work in the context of a broader... View Details

Keywords: by Mallory Stark

10 Aug 2010
First Look

First Look: August 10

that search engine advertisements tend to be less safe than the corresponding organic listings. Least-Cost Avoiders in Online Fraud and Abuse Author:Benjamin G. Edelman Publication:IEEE Security and Privacy... View Details

Keywords: Martha Lagace

26 May 2022
News

Northern California Club Honors Noom; LGBTQ Alumni Share HBS Stories

model, its message, and its impact on people’s lives.” Dubin adds that while the virtual event was “a bit different,” it reached more people as a webcast, and clips from the recorded conversation with Jeong will be made available online for anyone to view. “They can be... View Details

Keywords: Margie Kelley

01 Jun 2005
News

Profiles from the Class of 2005

unexpectedly offered Williams an ad agency internship at the conclusion of his first year. Building on that 2004 summer experience, he’s headed for an advertising job in New York City upon graduation. Finally, his dueling... View Details

Keywords: Roger Thompson; Julia Hanna; James E. Aisner; Graduate profiles; Government; Transportation Equipment Manufacturing; Manufacturing

29 Apr 2002
Research & Ideas

Star Power! How to Win in Professional Services

office. An executive search professional refuses the headaches associated with leading a practice area. Information technology consultants resist management assignments, for fear they'll become "administrators." Aggressive... View Details

Keywords: by Jay W. Lorsch & Thomas J. Tierney

05 May 2023
News

Fail Better

before moving on to join the newly-formed firm of Wasserstein Perella & Co. He names Joe Perella as an early sponsor and mentor in his career, and describes two moments of failure— one professional, one personal, in which Perella played a... View Details

16 Dec 2020
Blog Post

Faculty Books Published in 2020

process, and the economy. One explores changes in the ability of the US to attract talented foreign workers and the role of sponsoring institutions in shaping immigration policy. Another explains how the division of innovative labor... View Details

Keywords: All Industries

13 Sep 2011
First Look

First Look: September 13

and Competitive Imitation: The Case of Sponsor-Based Business Models Authors:Ramon Casadesus-Masanell and Feng Zhu Abstract We study sponsor-based business model innovations where a firm monetizes its product through sponsors rather than... View Details

Keywords: Sean Silverthorne

07 Oct 2014
First Look

First Look: October 7

transformation of the very nature of the innovation search process. We find intermediate disclosure has the advantage of efficiently steering development towards improving existing solution approaches, but also the effect of limiting... View Details

Keywords: Sean Silverthorne

17 May 2016
First Look

May 17, 2016

based on the color of a person's skin through its “Dark is Beautiful” campaign—endorsed by well-known actor-director Nandita Das. However, despite the recent guidelines on advertising of skin-lightening products, many Indians still aspire... View Details

Keywords: Sean Silverthorne

Web

Online Digital Marketing Strategy Course | HBS Online

Media Show Hide Details Concepts The Challenges of Reaching and Acquiring Customers Online Search Advertising Display Advertising Utilizing Paid Media Channels Measuring Paid... View Details

18 Jul 2005
Research & Ideas

Identify Emerging Market Opportunities

example, because the data sources and credit histories that firms draw on in the West don't exist in emerging markets. Market research and advertising are in their infancy in developing countries, and it's difficult to find the deep... View Details

Keywords: by Tarun Khanna, Krishna G. Palepu & Jayant Sinha

06 Feb 2018
First Look

First Look at New Research and Ideas: February 6, 2018

Quasi-Experiment By: Israeli, Ayelet Abstract—This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in... View Details

Web

Ansel Adams and Polaroid R&D | Baker Library

a vast knowledge of advertising and sales, some of engineering, optics, physics, or chemistry, but none of aesthetics. Everything must relate to the marketplace . . . but Land believed that if the manufacturer includes objectives of... View Details

14 Jan 2014
First Look

First Look: January 14

isn't easy. Publisher's link: http://sloanreview.mit.edu/article/strategic-decisions-for-multisided-platforms/ January 2014 Harvard Business Review The New Patterns of Innovation By: Parmar, Rashik, Ian Mackenzie, David Cohn, and David Gann Abstract—The View Details

Keywords: Sean Silverthorne

Career Coach

Vincent Dessain

Vincent (HBS MBA’87) draws on more than 25 years of experience as a higher education senior executive at HBS and INSEAD and in the corporate world both in the US and in Europe to counsel students and alumni as they evaluate, prepare for and pursue their career options.... View Details

Career Coach

Martha Tassinari

Martha (HBS '94) has been an executive coach and career counselor at HBS since 2007. She has helped thousands of MBA students, Alumni and Executive Education participants (GMP, PLD, OPM, New Path) identify and reach their career and professional development goals.... View Details

11 Dec 2012
First Look

First Look: Dec. 11

Johannesburg Stock Exchange. Purchase this case:http://hbr.org/search/413038-PDF-ENG Droga5: Launching Jay-Z's Decoded Elberse, Anita, and Kwame Owusu-KesseHarvard Business School Case 513-032 In 2010, David Droga and Andrew Essex, co-founders of View Details

Keywords: Sean Silverthorne

Publications

Publications

Show Results For

Show Results For

Prospective Students Steer Clear of Schools Rocked by Scandal

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

Women Find New Path to Work

First Look: August 10

Northern California Club Honors Noom; LGBTQ Alumni Share HBS Stories

Profiles from the Class of 2005

Star Power! How to Win in Professional Services

Fail Better

Faculty Books Published in 2020

First Look: September 13

First Look: October 7

May 17, 2016

Online Digital Marketing Strategy Course | HBS Online

Identify Emerging Market Opportunities

First Look at New Research and Ideas: February 6, 2018

Ansel Adams and Polaroid R&D | Baker Library

First Look: January 14

Vincent Dessain

Martha Tassinari

First Look: Dec. 11