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  • All HBS Web  (969)
    • News  (180)
    • Research  (608)
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Show Results For

  • All HBS Web  (969)
    • News  (180)
    • Research  (608)
    • Events  (2)
    • Multimedia  (4)
  • Faculty Publications  (239)
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  • 18 Jun 2018
  • Research & Ideas

Warning: Scary Warning Labels Work!

Marketers can make a bottle of sugar water look like golden elixir. Can health advocates sour the taste for consumers? (SteveDF) San Francisco is in a three-year battle with the American Beverage Industry over whether soda companies can... View Details
Keywords: by Dina Gerdeman; Advertising; Advertising
  • 29 Jan 2007
  • Research & Ideas

The Business Press Is a Watchdog that Bites

by advertising revenue. On the other hand, he detected clear bias in the types of companies that the press targets for special scrutiny. For this reason, business people are wise not to underestimate the... View Details
Keywords: by Martha Lagace; Journalism & News; Publishing
  • 20 Nov 2012
  • First Look

First Look: November 20

  PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a... View Details
Keywords: Sean Silverthorne
  • March 2013
  • Article

For Mobile Devices, Think Apps, Not Ads

By: Sunil Gupta
Many companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to... View Details
Keywords: Applications and Software; Advertising; Mobile and Wireless Technology; Innovation and Invention
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Gupta, Sunil. "For Mobile Devices, Think Apps, Not Ads." Harvard Business Review 91, no. 3 (March 2013).
  • 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
  • September 2021
  • Case

Publicis Groupe 2021: Changing Nearly Everything

By: Rosabeth Moss Kanter, Tonia Labruyere and Vincent Dessain
After succeeding long-time CEO Maurice Levy as top leader of the world’s third largest advertising, marketing, and communications company, headquartered in France, Arthur Sadoun accelerates digital transformation through a new platform drawing on talent from any of the... View Details
Keywords: COVID-19 Pandemic; Change Management; Transition; Transformation; Leadership; Digital Transformation; Advertising Industry; France; United States
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Kanter, Rosabeth Moss, Tonia Labruyere, and Vincent Dessain. "Publicis Groupe 2021: Changing Nearly Everything." Harvard Business School Case 322-050, September 2021.
  • 01 Nov 1999
  • Research & Ideas

John H. Patterson and the Sales Strategy of the National Cash Register Company, 1884 to 1922

John H. Patterson created an intricate system of management to monitor and train company salesman. He gave them scripts to memorize and assigned them territory to cover. He held conventions and thematic sales contests, and pressured... View Details
Keywords: by Walter A. Friedman
  • 02 Feb 2016
  • First Look

February 2, 2016

recovered after the company implemented an effective advertising strategy. Facebook worked to maintain its "hacker ethos" and remain nimble as it matured. The company... View Details
Keywords: Sean Silverthorne
  • 03 Mar 2015
  • First Look

First Look: March 3

Brightwork Brand Holdings Corp. acquired it as an asset purchase in 2011. Ghurka, under CEO John Reuter, worked to re-launch the brand with a ten-year, three-phase growth plan. The company aimed to be profitable by 2016. Management worked... View Details
Keywords: Sean Silverthorne
  • 16 Apr 2001
  • Research & Ideas

Strategy and the Internet

If average profitability is under pressure in many industries influenced by the Internet, it becomes all the more important for individual companies to set themselves apart from the pack—to be more profitable than the average performer.... View Details
Keywords: by Michael E. Porter
  • 12 Dec 2005
  • Research & Ideas

Using the Law to Strategic Advantage

Most managers think the legal department is that office down the hall where they go to keep out of trouble or write a binding patent agreement. And that's shortsighted, says Harvard Business School professor Constance Bagley. A company... View Details
Keywords: by Sean Silverthorne; Legal Services
  • 26 Jun 2017
  • Research & Ideas

How Cellophane Changed the Way We Shop for Food

Advertisement for DuPont Cellophane from The Saturday Evening Post, 1950. E.I. du Pont de Nemours & Company Advertising Department records (Accession 1803), Manuscripts and... View Details
Keywords: by Carmen Nobel; Advertising; Advertising; Advertising
  • 14 Sep 2007
  • Research & Ideas

How to Profit from Scarcity

ramping up production of a car is more challenging than printing an extra run of a book. But after its initial error, VW made some smart decisions to mitigate the damage. First, the company rewarded their best dealers by making the scarce... View Details
Keywords: by John Quelch; Advertising; Advertising
  • 12 Mar 2006
  • Research & Ideas

New Research Explores Multi-Sided Markets

operating system companies need both end-users and application developers. Increasingly, thanks in large part to technology and the Internet, multi-sided markets are becoming more common. But how do they work? What are effective... View Details
Keywords: by Sean Silverthorne; Technology
  • 19 Apr 2004
  • Research & Ideas

Birth of the American Salesman

twentieth century, Americans read how-to-sell books and turned Bruce Barton's The Man Nobody Knows (1925), which portrayed Jesus Christ as a successful sales and advertising executive, into a bestseller. Books on salesmanship skills still... View Details
Keywords: by Laura Linard
  • 27 Nov 2019
  • Sharpening Your Skills

Secrets for Creating a Long-Lasting Brand

aboard with a plan to revive the brand. Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX) Companies that come to epitomize a nascent market—think Uber, Starbucks, or SpaceX—can capture... View Details
Keywords: by Sean Silverthorne; Retail
  • December 2018 (Revised February 2020)
  • Case

Fishbowl: Scaling Up

By: Leslie K. John
Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details
Keywords: Communication Technologies; Customer Value; Value Chain; Interpersonal Communication; Talent and Talent Management; Customer Value and Value Chain; Entrepreneurship; Business Model; Growth and Development Strategy; Marketing Strategy; Advertising; Product Marketing; Digital Platforms; Consumer Behavior; Network Effects; Emotions; Motivation and Incentives; Trust; Applications and Software; Technology Adoption; Social Media; Communications Industry; Employment Industry; Media and Broadcasting Industry; Technology Industry; Telecommunications Industry; United States
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John, Leslie K. "Fishbowl: Scaling Up." Harvard Business School Case 919-013, December 2018. (Revised February 2020.) (Email mking@hbs.edu for a courtesy copy.)
  • 07 Jun 2011
  • First Look

First Look: June 7

managing the operations of companies whose activities stretch across national boundaries. The purpose of this book is to provide a conceptual framework showing the interplay between the multinational corporation, the countries in which it... View Details
Keywords: Sean Silverthorne
  • 23 Oct 2018
  • First Look

New Research and Ideas, October 23, 2018

case:https://hbsp.harvard.edu/product/319027-PDF-ENG Harvard Business School Case 718-511 BuzzFeed—What Future for Native Advertising and Branded Content? Jonah Peretti, CEO of digital publishing company... View Details
Keywords: Dina Gerdeman
  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to View Details
Keywords: by Sean Silverthorne
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