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  • 25 Mar 2014
  • First Look

First Look: March 25

School Case 514-079 Dumb Ways to Die: Advertising Train Safety (A) The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This... View Details
Keywords: Sean Silverthorne
  • 22 Aug 2011
  • Research & Ideas

Getting to Eureka!: How Companies Can Promote Creativity

tightly controls its search engine technology that is the core of its advertising profits. In a similar way, Facebook uses open source code to run its site and has recently opened up the design of its data centers, but closely guards its... View Details
Keywords: by Michael Blanding
  • 14 Feb 2017
  • First Look

First Look at New Research: February 14

transactional media marketplace and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu’s large brand and advertising... View Details
Keywords: Sean Silverthorne
  • 06 Mar 2012
  • First Look

First Look: March 6

advertisers attain this. In our research, two colleagues and I use infrared eye-tracking scanners to determine exactly what people are looking at when they watch video ads. We also use a system that analyzes facial expressions to reveal... View Details
Keywords: Sean Silverthorne
  • 10 Dec 2012
  • Research & Ideas

Why We Blab Our Intimate Secrets on Facebook

targeted advertising for the same reason: they didn't want anyone tracking their behavior. On the other hand, millions of people routinely share the most intimate details of their lives via various social View Details
Keywords: by Carmen Nobel
  • 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... View Details
Keywords: by Mallory Stark
  • 29 Oct 2007
  • HBS Case

Marketing Maria: Managing the Athlete Endorsement

is it a global business? Anita Elberse: The sports marketing industry, covering everything from television rights to endorsements, sponsorships, and merchandising, is an important sector and growing rapidly. In its Global Entertainment and View Details
Keywords: by Sarah Jane Gilbert; Sports
  • 06 Dec 2011
  • First Look

First Look: Dec. 6

case:http://cb.hbsp.harvard.edu/cb/product/712004-PDF-ENG The Pepsi Refresh Project: A Thirst for Change Michael I. Norton and Jill AveryHarvard Business School Case 512-018 In 2010, for the first time in 23 years, PepsiCo did not invest in Super Bowl 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
  • 18 Sep 2007
  • First Look

First Look: September 18, 2007

Andrew Banks and Royce Yudkoff were considering raising a 5th fund for their media-focused private equity firm, ABRY Partners. ABRY had a strong track record that the co-founders attributed to their group's deep knowledge of the media... View Details
Keywords: Martha Lagace
  • 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
  • 22 Feb 2011
  • Research & Ideas

Most Popular Articles, Papers of the Decade

HBS Working Knowledge readers want it all, judging by our all-time most popular articles. Here you'll find stories on everything from maintaining a professional image to writing a business plan, from how to market on social media to why... View Details
Keywords: by Sean Silverthorne
  • 03 Mar 2009
  • First Look

First Look: March 3, 2009

competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer brands, the firm had won numerous awards and garnered considerable attention within the advertising... View Details
Keywords: Martha Lagace
  • 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
  • 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
  • 12 Oct 1999
  • Research & Ideas

Confronting the Challenges that Face Bricks-and-Mortar Stores

vegetables at the point of sale, improving the speed and accuracy of the checkout. If the benefit is not immediately apparent, make it obvious through advertising and promotional materials. Lesson 2: Make The Technology Easy To Use. Most... View Details
Keywords: by Raymond Burke; Retail
  • 20 Jan 2017
  • Research & Ideas

Here’s How Businessman Trump Is Likely to Approach the Presidency

government is run by a small number of people calling all the shots. I think his hard-charging tone, coupled with his willingness to single out certain groups — from the media to Muslims to women to Hispanics — as responsible for many of... View Details
Keywords: by Christina Pazzanese
  • 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
  • 17 Apr 2012
  • First Look

First Look: April 17

Users who exceeded the limit of 20 free articles per month were required to pay for either a digital or print subscription. The newspaper industry had been suffering from revenue declines over the past decade, and the transition to digital View Details
Keywords: Carmen Nobel
  • 03 Mar 2015
  • First Look

First Look: March 3

advertising strategy, and leather sourcing issues. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/514078-PDF-ENG Harvard Business School Case 815-070 The Grommet The Grommet, an online product launch platform, was at the... View Details
Keywords: Sean Silverthorne

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