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  • 2013
  • Working Paper

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
Keywords: Internet and the Web; Digital Marketing
Related
  • 13 Mar 2008
  • Working Paper Summaries

An Investigation of Earnings Management through Marketing Actions

Keywords: by Craig J. Chapman & Thomas J. Steenburgh
  • October 2020
  • Article

Corporate Legal Structure and Bank Loan Spread

By: Anywhere (Siko) Sikochi
This study examines how a corporate legal structure may affect borrowing costs. Corporate legal structure refers to the legal fragmentation of a firm into multiple, separately incorporated entities. This fragmentation is bound to be a factor when lenders determine the... View Details
Keywords: Corporate Legal Structure; Subsidiaries; Bank Loans; Minority Interest; Credit Risk; Organizational Structure; Business Subsidiaries; Financing and Loans
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  • 17 Sep 2007
  • Research & Ideas

Broadband: Remaking the Advertising Industry

transformed because they are now media companies. The dollars they receive from their overall media businesses are much higher percentages compared with the pure advertising... View Details
Keywords: by Julia Hanna; Media & Broadcasting; Media & Broadcasting; Media & Broadcasting
  • 05 Apr 2011
  • First Look

First Look: April 5

quickly, and those agents choose the platform with a restricted number of candidates. This is because those agents value the higher rate of acceptance more than access to more candidates. In contrast, agents with View Details
Keywords: Sean Silverthorne
  • 2024
  • Working Paper

Categorical Processing in a Complex World

By: Marco Sammon, Thomas Graeber and Christopher Roth
In real-world news environments, quantitative information is rarely presented in isolation; it is characterized through qualitative comparisons with various reference levels. Company earnings, for example, are commonly compared to analyst forecasts, previous earnings,... View Details
Keywords: Announcements; Cognition and Thinking; Communication Strategy
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  • June 2020
  • Teaching Note

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery and David Fubini
Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America
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  • September 2016
  • Article

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Pavel Kireyev, Koen Pauwels and Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details
Keywords: Internet and the Web; Digital Marketing
Related
  • 07 Feb 2012
  • First Look

First Look: February 7

domain-specific expertise-the kind that teams under-use when facing higher pressure-increases client-rated team performance. I thus find, paradoxically, that when teams need domain-specific expertise the most, they tend to use it the... View Details
Keywords: Sean Silverthorne
  • Web

Publications - Faculty & Research

February 2025 Teaching Note Pricing an IPO at Allbirds, Inc. By: Joseph Pacelli and Yuan Zou Citation Purchase Related Pacelli, Joseph, and Yuan Zou. "Pricing an IPO at Allbirds, Inc." Harvard Business School Teaching Note 125-020,... View Details
  • January – February 2011
  • Article

'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers

By: Elie Ofek, Zsolt Katona and Miklos Sarvary
The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition to their physical stores. The online channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also... View Details
Keywords: Price; Profit; Marketing Channels; Consumer Behavior; Online Technology; Retail Industry
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  • 25 Sep 2018
  • First Look

New Research and Ideas, September 25, 2018

strategy, which exploits tax variation across neighboring counties in different states. We find that taxes matter for innovation: higher personal and corporate income taxes negatively affect the quantity, quality, and location of... View Details
Keywords: Dina Gerdeman
  • 08 Mar 2012
  • Working Paper Summaries

Customer-Driven Misconduct: How Competition Corrupts Business Practices

Keywords: by Victor Manuel Bennett, Lamar Pierce, Jason A. Snyder & Michael W. Toffel; Auto
  • September 2023 (Revised October 2023)
  • Case

Mohamed Salah

By: Anita Elberse and Taher El Moataz Bellah
In June 2022, Mohamed Salah, one of the world’s best soccer players, and his lawyer and advisor Ramy Abbas Issa were in ongoing discussions with top English Premier League club Liverpool FC about a new playing contract for Salah. Arguably the Arab world’s biggest... View Details
Keywords: Soccer; Football; Superstars; General Management; Sports; Entertainment; Media; Marketing; Strategy; Compensation and Benefits; Contracts; Negotiation Participants; Negotiation Process; Sports Industry; England
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  • April 2006 (Revised November 2006)
  • Case

Livedoor

By: Robin Greenwood and Michael Schor
The president of Fuji Television must decide how to respond to a competing bid for the shares of Nippon Broadcasting Systems (NBS). Livedoor, the other bidder, is a highly valued Internet company that has been accused of financial wizardry to keep its stock price high. View Details
Keywords: Stock Shares; Internet and the Web; Ethics; Television Entertainment; Behavioral Finance; Corporate Finance; Media and Broadcasting Industry; Japan
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  • 10 Oct 2011
  • Research & Ideas

Retailing Revolution: Category Killers on the Brink

model. Amazon leverages its higher inventory turns, lower investments in physical assets, and faster cash conversion cycle to deliver up to 20 percent cost savings to the consumer. At a 5 percent price... View Details
Keywords: by Rajiv Lal & Jose B. Alvarez; Retail
  • 01 Sep 2009
  • First Look

First Look: September 1

prices in liquid secondary markets, but caution against expanding fair values to areas such as intangibles where they could be used opportunistically. We conclude that rather than converging U.S. GAAP with IFRS, competition between the... View Details
Keywords: Martha Lagace
  • January 2024 (Revised May 2024)
  • Case

Pioneer Natural Resources: Enhancing the Capital Return Strategy with Variable Dividends

By: Benjamin C. Esty, Elisabeth Kempf and E. Scott Mayfield
In February 2021, Scott Sheffield, the CEO of Pioneer Natural Resources (an independent oil and gas company based in Texas), was considering the possibility of enhancing the firm’s capital return strategy by introducing a variable dividend tied to cash flows in... View Details
Keywords: Corporate Finance; Cash Flow; Financial Management; Financial Strategy; Value Creation; Decision Choices and Conditions; Investment Return; Profit; Policy; Business and Shareholder Relations; Energy Industry; United States; North America; Texas
Related
  • Article

CDS Trading and Nonrelationship Lending Dynamics

By: Jung Koo Kang, Christopher Williams and Regina Wittenberg-Moerman
We investigate how credit default swaps (CDSs) affect lenders’ incentives to initiate new lending relationships. We predict that CDSs reduce adverse selection that nonrelationship lead arrangers face when competing for loans. Consistently, we find that a loan is... View Details
Keywords: Credit Default Swaps; CDS Market; Non-relationship Lending; Debt Contracts; Adverse Selection; Lending Monitoring; Cross-selling
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  • TeachingInterests

The Business of Entertainment, Media, and Sports (MBA)

By: Anita Elberse
This second-year MBA course is primarily designed for students pursuing a career in the entertainment, media and sports sectors -- including film, television, music, publishing, video games, the performing arts, sports, fashion, and advertising -- or who plan to work... View Details