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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
Related
  • 25 Mar 2014
  • First Look

First Look: March 25

negative outcomes in knowledge and technology transfer. Business enterprises emerge both as important drivers of international economic growth and as significant agents in the divergent patterns of wealth and poverty that have... View Details
Keywords: Sean Silverthorne
  • 10 Jul 2018
  • First Look

New Research and Ideas, July 10, 2018

In this article Gompers and Kovvali describe the research and provide recommendations for reaping the business benefits of diversity. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54692 July–August 2018 Harvard Business Review When View Details
Keywords: Dina Gerdeman
  • 21 Jul 2003
  • Research & Ideas

Don’t Get Buried in Customer Data—Use It

With the advent of customer relationship management (CRM) in the late 1990s, companies came to believe that by using technology to tailor their offerings to individual consumers' needs, customer loyalty—and company profits—would... View Details
Keywords: by Jean Ayers
  • 06 Apr 2009
  • Research & Ideas

Cheers to the American Consumer

electronic gizmos dominate Christmas gift sales, and senior citizens find renewed connectivity with far-flung families by going online. Americans know technology adds value to daily life. These traits apply equally to consumers and... View Details
Keywords: by John Quelch
  • 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
  • 28 Oct 2014
  • First Look

First Look: October 28

shown to users who performed similar searches, they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search... View Details
Keywords: Carmen Nobel
  • 25 Sep 2012
  • First Look

First Look: September 25

inventors exhibited but did not win a prize. We also compare changes in technology areas for inventions that were advertised in 1851 as lead articles in the Scientific American, a major science journal of... View Details
Keywords: Sean Silverthorne
  • 20 Sep 2016
  • First Look

September 20, 2016

Nation Israel enjoyed the highest concentration of technology start-ups in the world per capita. Despite regional instability, the country maintained strong economic growth and was considered a high-tech powerhouse. But not all Israelis... View Details
Keywords: Sean Silverthorne
  • 25 Apr 2012
  • What Do You Think?

How Will the “Age of Big Data” Affect Management?

for jobs in data analytics. In addition to less wasteful marketing efforts (we should be able to know, for example, "which half" of advertising is effective, thereby making an old marketing saw obsolete), they should produce more... View Details
Keywords: Re: James L. Heskett
  • 24 Jan 2017
  • First Look

First Look at New Research: January 24, 2017

there were strong financial returns to technological development. Finally, we document an inverted-U shaped relationship between inequality and innovation but also show that innovative places tended to be more socially mobile. Our new... View Details
Keywords: Sean Silverthorne
  • 15 Apr 2014
  • First Look

First Look: April 15

weighing options for growth. CTCA was entirely cancer focused and specialized in treating patients with complex and advanced-stage cancers, who were reached through advertising its integrative, team-based approach to care. CEO Stephen... View Details
Keywords: Sean Silverthorne
  • 24 Mar 2015
  • First Look

First Look: March 24

features. First, financiers engage in the costly but potentially profitable process of innovation: they can invent better methods for screening entrepreneurs. Second, every screening process becomes less effective as technology advances.... View Details
Keywords: Sean Silverthorne
  • 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
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  • 18 Sep 2007
  • First Look

First Look: September 18, 2007

spillovers but also the possible cost of outward spillovers. While less technologically advanced firms favor locations with high levels of industrial innovative activity, technologically advanced firms... View Details
Keywords: Martha Lagace
  • 18 Jul 2017
  • First Look

First Look at New Research and Ideas, July 18, 2017

Sandra J., and Matthew Preble Abstract—The article discusses an intern for the technology security company Zantech addressing her concerns about her boss in Seoul, South Korea, regarding an inappropriate suggestion on misrepresenting her... View Details
Keywords: Sean Silverthorne
  • 01 Sep 2015
  • First Look

First Look -- September 1, 2015

lifecycles. Publisher's link: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2338575 June 22, 2015 Harvard Business Review Is Programmatic Advertising the Future of Marketing? By: Rayport, Jeffrey F. Abstract—No abstract available... View Details
Keywords: Sean Silverthorne
  • 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
Related
  • 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
Related
  • 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
Keywords: Re: Multiple Faculty; Telecommunications

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