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Show Results For
- All HBS Web
(702)
- News (126)
- Research (480)
- Events (2)
- Multimedia (5)
- Faculty Publications (232)
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- April 2000 (Revised June 2001)
- Case
DoubleClick Buys Abacus (A)
By: John A. Deighton
By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details
Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry
Deighton, John A. "DoubleClick Buys Abacus (A)." Harvard Business School Case 500-091, April 2000. (Revised June 2001.) (request a courtesy copy.)
- 20 Sep 2004
- Research & Ideas
How Consumers Value Global Brands
breakthrough technologies faster than rivals. Global brands "are very dynamic, always upgrading themselves," said an Indian. An Australian added that global brands "are more exciting because they come up with new products... View Details
- 26 Jun 2007
- First Look
First Look: June 26, 2007
number of key questions for Google, including whether it is possible to reconcile these advertising formats with its current business philosophy. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=507038... View Details
Keywords: Martha Lagace
- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Advertising Industry; Advertising Industry; Advertising Industry; United States; North America; Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
- 15 May 2018
- First Look
New Research and Ideas, May 15, 2018
are also shown to be actors in periodic deglobalization waves. This was because their function was to reinforce the gaps in wealth and income rather than disrupt them. Business enterprises proved disappointing institutions for knowledge and View Details
Keywords: Dina Gerdeman
- 03 Aug 2015
- Research & Ideas
Why Fierce Competitors Apple and Amazon Became ’Frenemies’ Over eReaders
Technology and Operations Management unit at Harvard Business School. And why would Apple ever allow a Kindle app in its App Store in the first place? "We all know historically Apple often says no to apps that directly compete with... View Details
- 06 Mar 2007
- First Look
First Look: March 6, 2007
this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=707031 Brightcove and the Future of Internet Television Harvard Business School Case 707-457 Brightcove, a technology and services provider to content owners in the... View Details
Keywords: Martha Lagace
- 09 Feb 2018
- Research & Ideas
Big Hits: The Best of the 2018 Super Bowl Ads
The Super Bowl isn’t just a mainstage for football’s two best teams. With over 100 million viewers tuned in, and 30-second spots going for more than $5 million, the big game also represents one of the highest stakes advertising events of... View Details
- 19 Dec 2017
- First Look
New Research and Ideas, December 19, 2017
working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=53636 Scale versus Scope in the Diffusion of New Technology: Evidence from the Farm Tractor By: Gross, Daniel P. Abstract—Using the farm tractor as a case study, I show that lags in View Details
Keywords: Carmen Nobel
- 17 Feb 2010
- First Look
First Look: Feb. 17
Working PapersThe Evolution of Science-Based Business: Innovating How We Innovate Author:Gary P. Pisano An abstract in unavailable at this time. Download the paper: http://www.hbs.edu/research/pdf/10-062.pdf PublicationsTargeted View Details
Keywords: Martha Lagace
- October 2010
- Article
Unleashing the Power of Marketing
By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details
Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Advertising Industry
Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.
- September 2022 (Revised November 2022)
- Teaching Note
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli
Teaching Note for HBS Case No. 522-046. View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
- 27 Feb 2006
- Research & Ideas
Corporate Values and Employee Cynicism
Business School, have studied the risks and rewards of organizational values in depth using a young, ambitious advertising agency for a field study. What they learned about positive values surprised them, and their findings were published... View Details
Keywords: by Martha Lagace
- 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
- 15 Mar 2021
- Office Hours
Readers Ask: What's the Next 'Big Thing' in Finance?
and integrates all of these advances in technology that will impact how individuals save, how they invest, and how they interact with all aspects of their finances. "Keep your ear to the ground and your eyes open on fintech." Now,... View Details
- November 2021 (Revised December 2021)
- Supplement
PittaRosso (B): Human and Machine Learning
By: Ayelet Israeli
This case supplements the "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion" case, and provides major highlights on what happened at the company since the first case. View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
Israeli, Ayelet. "PittaRosso (B): Human and Machine Learning." Harvard Business School Supplement 522-047, November 2021. (Revised December 2021.)
- May 2020 (Revised December 2022)
- Case
Soofa: Displaying the Right Path?
By: Jeffrey J. Bussgang, Amy Klopfenstein and Amram Migdal
In November 2019, Sandra Richter, co-founder and CEO of Soofa, a network of advertising-supported digital bulletin boards, must decide between two different fundraising and expansion plans for her company. One plan entails raising $15 million in a Series A round and... View Details
Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry and Exit; Demand and Consumers; Network Effects; Media; Society; Urban Development; Sustainable Cities; Information Technology; Information Infrastructure; Digital Platforms; Strategy; Business Strategy; Expansion; Relationships; Partners and Partnerships; Capital; Venture Capital; Advertising Industry; Advertising Industry; Advertising Industry; North and Central America; United States; Massachusetts; Cambridge
Bussgang, Jeffrey J., Amy Klopfenstein, and Amram Migdal. "Soofa: Displaying the Right Path?" Harvard Business School Case 820-098, May 2020. (Revised December 2022.)
- 13 Mar 2017
- Research & Ideas
Hiding Products From Customers May Ultimately Boost Sales
Concealment, co-authored by Kris Johnson Ferreira and Joel Goh, both assistant professors in the Technology and Operations Management Unit at Harvard Business School. The paper is novel in that it considers product categories in which... View Details
- 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... View Details
Keywords: by Michael Blanding
- October 2021 (Revised March 2022)
- Supplement
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; Retail Industry; Italy