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  • 18 Jul 2017
  • First Look

First Look at New Research and Ideas, July 18, 2017

case:https://cb.hbsp.harvard.edu/cbmp/product/317032-PDF-ENG Harvard Business School Case 316-127 Publicis Groupe 2016: Maurice and the Millennials Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the... View Details
Keywords: Sean Silverthorne
  • 17 Sep 2001
  • Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

case was taught, the general consensus was that the economics of the business were very shaky. Q: How so? A: There were two parts to the economics. You could say there was the part of the business that ran in the digital world and there... View Details
Keywords: by Martha Lagace; Consumer Products; Retail
  • 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 media and other View Details
Keywords: by Michael Blanding
  • 07 Feb 2012
  • First Look

First Look: February 7

survey a sampling of the research questions these data help to answer. Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines Authors:Benjamin G. Edelman and Duncan S. Gilchrist Publication:Information... View Details
Keywords: Sean Silverthorne
  • 28 Aug 2012
  • First Look

First Look: August 28

512-010 The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay,... View Details
Keywords: Sean Silverthorne
  • 03 Mar 2009
  • First Look

First Look: March 3, 2009

Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=408095 Big Spaceship: Ready to Go Big? Harvard Business School Case 409-047 Big Spaceship, a digital marketing agency, faced a rather big challenge: How to... View Details
Keywords: Martha Lagace
  • 09 Sep 2008
  • First Look

First Look: September 9, 2008

http://www.hbs.edu/research/pdf/08-025.pdf Deterring Online Advertising Fraud Through Optimal Payment in Arrears Authors:Benjamin G. Edelman Abstract I develop a screening model with delayed payments and probabilistic delayed observation... View Details
Keywords: Sean Silverthorne
  • 29 Oct 2007
  • HBS Case

Marketing Maria: Managing the Athlete Endorsement

increasingly turn to athletes to promote their products. The marketing executives I spoke with told me they value these endorsements especially because it is getting more and more difficult to reach a wide group of consumers using traditional ways of View Details
Keywords: by Sarah Jane Gilbert; Sports
  • 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
  • 10 Apr 2018
  • First Look

First Look at New Research, April 10, 2018

theoretical illustrations and Monte Carlo simulations to validate our claims. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=52743 Executive Education in the Digital Vortex: The Disruption of the Supply Landscape... View Details
Keywords: Sean Silverthorne
  • 26 May 2003
  • Research & Ideas

What Your Competition is Telling You

and do it more efficiently, over time. Richard E. Beville should know. The chief operating officer of Lamont Digital Systems, a Greenwich, Conn., provider of digital telecommunications services, Beville... View Details
Keywords: by David Stauffer
  • 24 Mar 2015
  • First Look

First Look: March 24

Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search listings by about the same quantity. This effect appears to result... View Details
Keywords: Sean Silverthorne
  • 19 Dec 2017
  • First Look

New Research and Ideas, December 19, 2017

sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need to be made. The first decision is in regard to the amount of... View Details
Keywords: Carmen Nobel
  • 29 Mar 2010
  • Research & Ideas

Ruthlessly Realistic: How CEOs Must Overcome Denial

Reviewing a spectacular business failure, we often wonder why the CEO didn't see trouble coming. It was so obvious. Why didn't Digital Equipment Corp. CEO Kenneth Olsen see the PC as a threat to minicomputers? Did Coca-Cola's Roberto... View Details
Keywords: by Martha Lagace; Auto; Retail; Technology
  • 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
  • 15 May 2018
  • First Look

New Research and Ideas, May 15, 2018

use, and most of the company’s revenue came from charging advertisers to host ads on its native advertising platform. Wallace believed that the family benefits market was a promising growth area, but he was... View Details
Keywords: Dina Gerdeman
  • 12 Feb 2013
  • First Look

First Look: Feb. 12

static, envy-free equilibria. Furthermore, convergence is efficient, and the entry of low-quality advertisers does not slow convergence. Because our approach predominantly relies on assumptions common in the sponsored search literature,... View Details
Keywords: Sean Silverthorne
  • 05 Sep 2017
  • First Look

First Look at New Research and Ideas, September 5, 2017

Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/416026-PDF-ENG Harvard Business School Case 517-040 Marketing Transformation at Mastercard Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm’s marketing by using unique experiences,... View Details
Keywords: Sean Silverthorne
  • 22 Jan 2019
  • First Look

New Research and Ideas, January 22, 2019

Platforms Thrive and Others Don’t By: Zhu, Feng, and Marco Iansiti Abstract— In the digital economy, scale is no guarantee of continued success. After all, the same factors that help an online platform expand quickly—such as the low cost... View Details
Keywords: Dina Gerdeman
  • 06 Feb 2007
  • First Look

First Look: February 6, 2007

consumption moves to the digital medium? Provides a view of the news industry in mid-2006 and discusses the impact of an increasingly fractured media landscape and various media format's ability to capture View Details
Keywords: Martha Lagace

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