Computational Advertising - Publications - Faculty & Research

31 Jan 2005
Research & Ideas

Rethinking Marketing’s Conventional Wisdom

generating goodwill in a nonaggressive way. Q: You write a lot about interactions between humans and technology. Are computers the perfect tool for customized marketing? A: The tailoring of messages via View Details

Keywords: by Garry Emmons; Service

March 2017 (Revised September 2017)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells and Carole A. Winkler

In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and many attributed Trump’s victory to... View Details

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November 2017
Teaching Note

Tencent

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 718-426. Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking... View Details

Keywords: Tencent; Tencent Holdings; WeChat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2O; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; PC; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; JD.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Information Infrastructure; Value Creation; Emerging Markets; Product Development; Segmentation; Business Units; Communication; Profit; Communications Industry; Entertainment and Recreation Industry; Financial Services Industry; Information Industry; Information Technology Industry; Media and Broadcasting Industry; Motion Pictures and Video Industry; Music Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; Web Services Industry; Asia; China; Canton (province, China)

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25 Nov 2008
First Look

First Look: November 25, 2008

Amazon.com, Inc., specializing in the provision of web-based storage and computing services to web developers. The case focuses on the issues facing Andy Jassy, the head of AWS, in 2008 as AWS faces increased competition from established... View Details

Keywords: Martha Lagace

August 2008
Supplement

Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch

By: John A. Quelch

Professor John Quelch interviewed Lenovo CMO, Deepak Advani, regarding Lenovo's buy-out of IBM's personal computer business, and Lenovo's marketing strategy leading up to the 2008 Summer Olympics in Beijing, China. View Details

Keywords: Advertising; Leveraged Buyouts; Brands and Branding; Marketing Strategy; Hardware; Computer Industry; China

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01 May 2008
Research & Ideas

The Marketing Challenges of the China Olympics

Take Lenovo, for example. The fourth largest personal computer manufacturer in the world is the first and only Chinese company to be a global sponsor of an Olympics. Lenovo's investment in the Games is around $100 million. The company... View Details

Keywords: by John Quelch; Sports

18 Feb 2009
First Look

First Look: February 18, 2009

Working PapersDeterring Online Advertising Fraud Through Optimal Payment in Arrears (revised) Author:Benjamin Edelman Abstract Online advertisers face substantial difficulty in selecting and supervising... View Details

Keywords: Martha Lagace

16 Feb 2016
First Look

February 16, 2016

Abstract—Using test data for all children attending Danish public schools between school years 2009–-2010 and 2012–2013, we examine how the time of the test affects performance. Test time is determined by the weekly class schedule and View Details

Keywords: Sean Silverthorne

07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research by HBS professor Thales S. Teixeira offers... View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

2006
Working Paper

The Value of a 'Free' Customer

By: Sunil Gupta, Carl F. Mela and Jose M. Vidal-Sanz

Central to a firm's growth and marketing policy is the revenus and profit potential of its customer assets. As a result, there has been a recent proliferation of work regarding customer lifetime value. However, extant research in this area is silent regarding how to... View Details

Keywords: Customer Value and Value Chain; Auctions; Network Effects; Business Strategy

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November 2017
Teaching Note

Facebook Fake News in the Post-Truth World

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 717-473. In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and... View Details

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September 2019 (Revised September 2019)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells, Carole A. Winkler and Benjamin Weinstock

In August 2019, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The first major storm of protest followed the surprise election of Donald Trump as President of the United States on November 8, 2016; many put the blame at the door of fake... View Details

Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Information Infrastructure; Valuation; Advertising Industry; Communications Industry; Entertainment and Recreation Industry; Information Industry; Information Technology Industry; Journalism and News Industry; Media and Broadcasting Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; California; Sunnyvale; Russia

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2009
Working Paper

Capitalizing On Innovation: The Case of Japan

By: Robert Dujarric and Andrei Hagiu

Japan's industrial landscape is characterized by hierarchical forms of industry organization, which are increasingly inadequate in modern sectors, where innovation relies on platforms and horizontal ecosystems of firms producing complementary products. Using three... View Details

Keywords: Globalized Markets and Industries; Government Legislation; Innovation and Invention; Industry Structures; Horizontal Integration; Vertical Integration; Manufacturing Industry; Japan

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Teaching Interest

Overview

Teaching has been a lifelong passion of mine. As the third generation of academics in my family, I see good teaching as a means to give back and to encourage others to share my passion for discovery. I’ve been very lucky to have many teaching opportunities, both as an... View Details

28 Apr 2009
First Look

First Look: April 28, 2009

re-adjust Gucci's portfolio, especially as YSL continued to lose money. Purchase this case: http://hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=709459 HP: The Computer Is Personal Again Harvard Business School Case 509-010 In... View Details

Keywords: Martha Lagace

Web

Great American Business Leaders of the 20th Century - Leadership

Herman Miller, 1980–1987 Edward DeBartolo Edward J. DeBartolo Corporation, 1948–1994 Arthur J. Decio Skyline Corporation, 1959–1998 Alonzo G. Decker, Jr. Black & Decker Corporation, 1964–1975 Robert F. Dee SmithKline Corporation, 1972–1982 Michael Dell Dell View Details

12 Jun 2018
First Look

New Research and Ideas, June 12, 2018

workers with heterogeneous human capital interface with machine learning, relative to the older Boolean search technology. We randomly assign individuals with and without computer science and engineering (CS&E) knowledge bases to each... View Details

Keywords: Dina Gerdeman

Web

Privacy Notice | About

Sites, our web server may record the numerical Internet Protocol (IP) address of the computer you are using, information about your browser and operating system, date and time of access, location information and the internet address and... View Details

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

Das Narayandas

Das Narayandas is the Edsel Bryant Ford Professor of Business Administration at the Harvard Business School. His academic credentials include a Bachelor of Technology degree in Engineering from the Indian Institute of Technology, Bombay (IITB), a Post-Graduate... View Details

Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

Publications

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Rethinking Marketing’s Conventional Wisdom

Facebook Fake News in the Post-Truth World

Tencent

First Look: November 25, 2008

Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch

The Marketing Challenges of the China Olympics

First Look: February 18, 2009

February 16, 2016

Improving Brand Recognition in TV Ads

The Value of a 'Free' Customer

Facebook Fake News in the Post-Truth World

Facebook Fake News in the Post-Truth World

Capitalizing On Innovation: The Case of Japan

Overview

First Look: April 28, 2009

Great American Business Leaders of the 20th Century - Leadership

New Research and Ideas, June 12, 2018

Privacy Notice | About

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

Das Narayandas