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- 06 Jul 2015
- News
Lights! Camera... Market!
our marketing program was very much in line with what we do in product development.” The plan, then, became to look at how Terra could best support the making of the film, without interfering with the creative content in any way, while... View Details
- 01 Dec 2013
- News
Faculty Q&A: Playing the Hits
entertainment executives do is spend a large chunk of all their production and advertising budgets on a small portion of their total output. It can lead to big failures, of course, but it's the best strategy in the long run. When you look... View Details
- 01 Jun 2008
- News
Understanding the Digital Frontier
customers to change?); and Technology (what applications should you build?). Part of this process is understanding the online characteristics of each of your customer segments, according to Li and Bernoff. Example: “Alpha moms” are not prone to creating their own View Details
- 18 Apr 2022
- News
Home Grown
cofounded InMobi, a mobile-first advertising platform that achieved unicorn status in 2011—the first consumer technology company fully conceived and executed in India to do so. In this episode of Skydeck, Associate Editor Julia Hanna... View Details
- 01 Jun 2015
- News
Screen Grab
providers should support equal access to all content and applications (such as data-heavy files of online video) regardless of the source or how much bandwidth it requires. Instead, industry executives contend, consumers should pay... View Details
Keywords: Julia Hanna; HBO; Netflix; Hulu; Vimeo; YouTube; Telecommunications; Information; Arts, Entertainment
- 01 Dec 2006
- News
One-on-One with Jeff Hicks
HICKS Illustration by Joe Ciardiello Jeff Hicks (MBA ’97) arrived at HBS with ten years of experience as an advertising executive at Leo Burnett in Chicago. Disillusioned with the trend toward “unbundling” agencies into different... View Details
- 04 Sep 2019
- News
A Wide Screen Approach
ratings and selling advertising against those ratings isn’t going to hold up. The whole field will need to find new ways to measure fan engagement with media—and it’s going to create new opportunities for advertisers.” —Angela Ruggiero... View Details
- 01 Apr 2001
- News
Beyond the Rim: New Paths to Success in Asia
he continues. “This company’s service allows e-mail messages to be sent from anywhere in the world to a post office near the addressee’s home, printed out as a letter, stuffed in an envelope, and delivered in just a few days. They’re even selling View Details
- 30 Sep 2024
- News
The Making of a Streaming Sensation
exciting content, but also to expect content that can come from anywhere, that a great story can come from anywhere. And by the way, it doesn't have to be in English. And I think that's actually incredibly exciting. The second thing... View Details
- 01 Sep 2008
- News
Reality to News Biz: Drop Dead
the rarified New York Times from layoffs. Too often, restructuring begets thinner issues larded with generic newswire copy — hardly the recipe to bring back readership and ads. Fine, if all that won’t save us, then going wholeheartedly digital surely will, right? After... View Details
- 15 Dec 2015
- News
The Year in Ideas 2015
it resists bruising. For consumers, that means increased convenience—potatoes can be prepped in advance—and reduced food waste. The White Russet marketing campaign is unique, too. When the company introduced the potatoes into supermarkets last summer, the packaging... View Details
- 01 Sep 2015
- News
In My Humble Opinion: Keith Clinkscales (MBA 1990)
issues affecting the American experience,” says Clinkscales, who also worked as SVP of content development at ESPN before being tapped for his current post: CEO of Revolt TV. Launched in October 2013 by rapper, producer, and entrepreneur... View Details
- 08 Mar 2018
- News
HBSAAA Leads the Way in Celebrating African American Alumni Impact
making wonderful things happen with excellent execution. It’s been exciting to have to so many people getting involved.” In addition to working on the primary initiatives of the AASU50, Powell says, alumni have been producing related View Details
Keywords: Margie Kelley
- 01 Feb 1998
- News
Running Up the Score
television have always been mutually beneficial - sports provide television with a source of programming and content and a way of attracting viewers for other, nonsports program offerings. And for the four principal sports leagues, the... View Details
Keywords: Garry Emmons
- 01 Mar 2004
- News
Toy Story
cartridge system to allow users to change the musical content of the toy. “This was a very obvious design for us because we came from the computer software industry,” explains Abercrombie. “We wouldn’t re-create the computer monitor every... View Details
- 10 Dec 2014
- News
Front-Row Seat
battling it out over the issues of the day.” The Atlantic has been profitable for five years now, with advertising revenue up 40 percent over last year. For now, at least, all online content is free,... View Details
- 01 Dec 2000
- News
Opening Doors: Inside the World of Museum Management
advertising savvy are but two of the myriad skills that are required of today's museum manager. Traditionally, museums have been run by academics who worked their way through the curatorial ranks, but more and more museum trustees are... View Details
- 01 Apr 1996
- News
Technology for Learning's Sake
how that technology can be useful and applicable throughout the curriculum," notes Warren McFarlan. "If an IT application works well in TOM, for instance, we're looking at whether you could strip out the TOM content and use it as a... View Details
Keywords: by Deborah Blagg; photo by David Zadig
- 01 Oct 1996
- News
Leading In a New Era
recommendations to him. "I spend much more of my time now managing people and 'people issues' — such as making sure people are compatible with each other. Ten or fifteen years ago," he says, "I spent more time on developing strategy and setting View Details
Keywords: Nancy O. Perry
- 12 Jul 2021
- News
Alumni Confront the COVID-19 Crisis
the post-pandemic stage. The focus on learning, on the student, and on the content will continue to be the key,” he observed. “A new stage of blended education is beginning, and UADE is ready to take advantage of it. We will have... View Details