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Show Results For
- All HBS Web
(1,924)
- News (343)
- Research (1,270)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- 29 Jan 2014
- Research & Ideas
Super Bowl Ads for Multitaskers
they are not getting everyone they are paying for." The possibility of consumers tuning out during ads is even worse during the rest of the year—when commercials aren't as hyped as they are during the Super Bowl. But advertisers... View Details
- 22 Aug 2012
- Research & Ideas
Advertising: It’s Not ‘Mad Men’ Anymore
Fans of the television show Mad Men are well acquainted with the mystique of the advertising business, circa 1960s, where relationships were consummated over martinis and campaigns fashioned through the wizardry of creative director Don... View Details
- September 2020 (Revised July 2022)
- Technical Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeting; Targeted Advertising; Pricing Algorithms; Ethical Decision Making; Customer Heterogeneity; Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Marketing Communications; Analytics and Data Science; Analysis; Decision Making; Ethics; Customer Relationship Management; E-commerce; Retail Industry; Apparel and Accessories Industry; United States
Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Technical Note 521-020, September 2020. (Revised July 2022.)
- June 2016
- Case
Big Spaceship: The Evolving Agency
By: Boris Groysberg and Matthew G. Preble
This case discusses the evolution of Big Spaceship, an advertising and marketing agency, from a product-focused business to a relationship-oriented one as clients seek deeper and more meaningful long-term partnerships. The 15-year-old company had already evolved... View Details
Keywords: Digital Marketing; Advertising; Advertising Campaigns; Marketing; Organizational Structure; Organizational Design; Organizational Culture; Organizational Change and Adaptation; Social Media; Advertising Industry; United States; New York (city, NY)
Groysberg, Boris, and Matthew G. Preble. "Big Spaceship: The Evolving Agency." Harvard Business School Case 416-003, June 2016.
- 28 Oct 2015
- Research & Ideas
A Dedication to Creation: India's Ad Man Ranjan Kapur
One day in 1966 while Ranjan Kapur was walking in midtown Manhattan, a black limo pulled up alongside. A man he instantly recognized as advertising icon David Ogilvy, founder of the agency where Kapur had recently been hired, stepped out... View Details
- September 2000 (Revised November 2000)
- Case
GetConnected.com
By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins
Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right... View Details
Keywords: Advertising Campaigns; Business Startups; Business or Company Management; Marketing Strategy; Market Entry and Exit; Corporate Strategy; Web Services Industry
Lal, Rajiv, Nilanjana R. Pal, and Jodi L. Prins. "GetConnected.com." Harvard Business School Case 501-025, September 2000. (Revised November 2000.)
- Research Summary
Mobile web advertising: maximum entropy banner allocation
The worldwide mobile advertising market, currently $3 billion in size, is expected to grow to $20 billion by 2011. Online and mobile advertising employs two main pricing models: pay-per-click (CPC) and pay-per-impression (CPM). To date, most of the... View Details
- August 2015
- Case
Building an e-Commerce Brand at Wayfair
By: Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; ＂Marketing Analytics＂; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States
Teixeira, Thales, and Elizabeth Anne Watkins. "Building an e-Commerce Brand at Wayfair." Harvard Business School Case 516-028, August 2015.
- 23 Sep 2008
- First Look
First Look: September 23, 2008
Working PapersSecuring Online Advertising: Rustlers and Sheriffs in the New Wild West Author:Benjamin G. Edelman Abstract Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. View Details
Keywords: Martha Lagace
- 14 Oct 2009
- First Look
First Look: October 14
Disney or Pixar. Instead, anime producers are locked into a highly fragmented domestic market, dominated by content distributors (TV stations and DVD companies) and advertising agencies. We argue that Japan has to adopt legislation in... View Details
Keywords: Martha Lagace
- July 2010 (Revised December 2010)
- Case
AdMob (A)
By: Mikolaj Jan Piskorski, Samuel Cohen and Nithya Vaduganathan
AdMob's CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, powered 6,000 websites and 1,000 applications, and... View Details
Keywords: Digital Marketing; Growth and Development Strategy; Resource Allocation; Competition; Competitive Strategy; Expansion; Mobile and Wireless Technology; Advertising Industry
Piskorski, Mikolaj Jan, Samuel Cohen, and Nithya Vaduganathan. "AdMob (A)." Harvard Business School Case 711-406, July 2010. (Revised December 2010.)
- May 2008
- Supplement
Hasbro Games -- POX (A) and (B), Supporting Video
By: Elie Ofek
The video contains advertisements and media related clips regarding the launch of Hasbro's POX handheld game. View Details
Ofek, Elie. "Hasbro Games -- POX (A) and (B), Supporting Video." Harvard Business School Video Supplement 508-706, May 2008.
- October 1987 (Revised March 1992)
- Supplement
Boston Fights Drugs (B): Converting Research to Action
By: V. Kasturi Rangan and Jennifer Lawrence
Describes the results of the advertising pre-test described in the (A) case. The group must now decide how to implement its findings for maximum impact. View Details
Rangan, V. Kasturi, and Jennifer Lawrence. "Boston Fights Drugs (B): Converting Research to Action." Harvard Business School Supplement 588-032, October 1987. (Revised March 1992.)
- March 2006 (Revised February 2007)
- Case
Massive Incorporated (A)
By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston
How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at... View Details
Keywords: Emerging Markets; Product Launch; Digital Marketing; Business Startups; Advertising Industry
Lassiter, Joseph B., III, Clark Gilbert, and Victoria Winston. "Massive Incorporated (A)." Harvard Business School Case 806-126, March 2006. (Revised February 2007.)
- March 1975 (Revised April 1985)
- Case
L'eggs Products, Inc. (Condensed)
Describes designing an advertising or promotion program to sustain the momentum on L'eggs successful market entry. View Details
Star, Steven H. "L'eggs Products, Inc. (Condensed)." Harvard Business School Case 575-090, March 1975. (Revised April 1985.)
- April 1990 (Revised April 1992)
- Supplement
Ad Council's AIDS Campaign (B): Program Adoption
By: V. Kasturi Rangan and Janet Montgomery
The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details
Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (B): Program Adoption." Harvard Business School Supplement 590-106, April 1990. (Revised April 1992.)
- November 2021
- Article
Ratings, Reviews, and the Marketing of New Products
By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
- June 2017
- Case
Magellan Boatworks
By: John A. Quelch and James T. Kindley
Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017.... View Details
Quelch, John A., and James T. Kindley. "Magellan Boatworks." Harvard Business School Brief Case 917-547, June 2017.
- September 1988 (Revised October 1992)
- Case
Suzuki Samurai
By: John A. Quelch
Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details
Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Advertising Industry; Japan; United States
Quelch, John A. "Suzuki Samurai." Harvard Business School Case 589-028, September 1988. (Revised October 1992.)
- 28 Aug 2020
- Video
Peter Vundla
Peter Vundla, who co-founded the first Black-owned advertising agency HerdBuoys in South Africa in 1991, explains how advertising was entirely controlled by white people in apartheid South Africa, who defined how Black people were presented in the media, and how he... View Details