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Show Results For
- All HBS Web
(685)
- News (126)
- Research (482)
- Events (2)
- Multimedia (5)
- Faculty Publications (234)
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The willingness of producers to build their... View Details
- 01 Dec 2016
- News
Research Brief: So Many Sites, So Little Time
paper by Professor Shane Greenstein with Andre Boik of UC Davis and Jeffrey Prince of Indiana University offers surprising—and helpful—insights for advertisers or anyone else hoping to win online attention. Greenstein and his coauthors... View Details
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
2008 hired a neuromarketing firm to look into how consumers respond to Cheetos, the top-selling brand of cheese puffs in the United States. Using EEG technology on a group of willing subjects, the firm determined that consumers respond... View Details
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Advertising Industry
Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
- 01 Mar 2016
- News
The People’s Pods
production Bluetooth technology inside cars has been a factor. As recently as eight or nine years ago, if you wanted to use an MP3 player or an iPod in the car, you’d have to hook it up to one of those old cassette deck adapters. Now you... View Details
Keywords: Dan Morrell
- 10 Jan 2011
- Research & Ideas
Is Groupon Good for Retailers?
Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details
- 28 Jan 2002
- Research & Ideas
Read All About It! Newspapers Lose Web War
technology on the newspaper business with HBS Working Knowledge editor Sean Silverthorne in this e-mail interview. An article based on Gilbert's doctoral research in this area received the Robert Litschert Best Doctoral Student Paper... View Details
- 01 Dec 2015
- News
Snapping Up Voters
marrying his political experience with greater financial acumen. Instead he has found himself in the midst of the most promising expansion of the political business itself: technological shifts that permit campaign View Details
Keywords: Sasha Issenberg
- 24 Feb 2014
- Research & Ideas
Uncovering Racial Discrimination in the ‘Sharing Economy’
apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in... View Details
- February 2014
- Article
Responses to Entry in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers
By: Robert Seamans and Feng Zhu
How do firms respond to entry in multi-sided markets? We address this question by studying the impact of Craigslist, a website providing classified-advertising services, on local U.S. newspapers. We exploit temporal and geographical variation in Craigslist's entry to... View Details
Keywords: Digital Platforms; Market Entry and Exit; Internet and the Web; Newspapers; Advertising; Advertising Industry; Advertising Industry
Seamans, Robert, and Feng Zhu. "Responses to Entry in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers." Management Science 60, no. 2 (February 2014): 476–493.
- 01 Dec 2007
- News
Faculty Research Online
Subservient Chicken in a recent Web campaign, advertising is undergoing a radical transformation. Professor Stephen Bradley, who is cowriting a book on how broadband technologies are remaking many... View Details
- 19 Sep 2016
- News
A Streamlined Time Inc.
only do we create this amazing, premium content, and we also produce at scale, but at the same time, we’re actually taking that content and layering on top of it technology and data insights and targeting opportunities that are creating a... View Details
- April 2008 (Revised February 2010)
- Teaching Note
Microsoft adCenter
By: Peter A. Coles and Benjamin Edelman
Teaching Note for [908049]. View Details
- 01 Mar 2007
- News
Microsoft’s Ballmer Makes His Pitch
“This is the most exciting time in the technology industry since I left Stanford Business School 26 years ago,” Microsoft CEO Steve Ballmer (Harvard ’77) told a student audience that nearly filled Burden Auditorium in early December.... View Details
- 14 Sep 2009
- Research & Ideas
Understanding Users of Social Networks
technology uses words without photos to communicate. "Only the people who are willing to put themselves out there publicly in words to people who they may not know will use Twitter. Some people will find this incredibly appealing,... View Details
- 02 Aug 2011
- Working Paper Summaries
To Groupon or Not to Groupon: The Profitability of Deep Discounts
- April 2015 (Revised December 2015)
- Case
Resuscitating Monitter
By: Benjamin Edelman and Wei Sun
After a Twitter API change and policy change block his fledgling startup, solo entrepreneur Alex Holt evaluates his options. Should he double-down with a major investment in new servers, rewriting his app from scratch, and charging users for a service that he had... View Details
Keywords: Platform Strategy; Envelopment; Dependence; Social Media; Business Strategy; Vertical Integration; Information Technology; Digital Platforms; Advertising Industry; Advertising Industry; Australia
Edelman, Benjamin, and Wei Sun. "Resuscitating Monitter." Harvard Business School Case 915-027, April 2015. (Revised December 2015.) (request a courtesy copy.)
- 18 Jan 2018
- News
Making a Mark in Multicultural Marketing
Sheila Marmon (MBA 1999) has built her career by breaking down barriers. The founder and CEO of Mirror Digital, a technology-enabled media and advertising company, Marmon has executed more than 350 interactive campaigns, connecting... View Details
- 06 Dec 2021
- News
What's the Word?
are some ways forward, says Fuller. Companies might need to embrace automation technologies that can help reduce labor hours per unit, an approach Fuller has seen start to take hold in the garment industry. There could be regulatory aid,... View Details
- 01 Mar 2012
- News
Reinventing Radio Days
COO—he followed his passion for music and took the helm at Savage Beast Technologies (SBT), a cash-strapped San Francisco start-up. How bad were things at SBT? “The company wasn’t running on fumes,” Kennedy recalls. “The fumes were gone.”... View Details