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  • 2010
  • Working Paper

The Unbundling of Advertising Agency Services: An Economic Analysis

By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling of services and the slow pace of change? Using Evans and Salinger's... View Details
Keywords: Advertising; Change; Forecasting and Prediction; Cost; Price; Analytics and Data Science; Surveys; Marketing Strategy; Media; Service Operations; Agency Theory; Mathematical Methods; Advertising Industry; United States
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  • 2008
  • Working Paper

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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  • 2008
  • Chapter

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh

Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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  • winter 2003
  • Article

Massively Categorical Variables: Revealing the Information in Zip Codes

We introduce the idea of a massively categorical variable, a variable such as zip code that takes on too many values to be treated in the standard manner, and show how to use it directly as explanatory variables in an econometric model. In an application of this... View Details
Keywords: Strategy; Analytics and Data Science; Behavior; Marketing; Standards; Finance
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  • November 2020
  • Article

Taxation in Matching Markets

By: Arnaud Dupuy, Alfred Galichon, Sonia Jaffe and Scott Duke Kominers
We analyze the effects of taxation in two-sided matching markets, i.e., markets in which all agents have heterogeneous preferences over potential partners. In matching markets, taxes can generate inefficiency on the allocative margin by changing who is matched to whom,... View Details
Keywords: Matching Markets; Labor Markets; Taxation; Labor; Markets
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  • 09 Nov 2016
  • HBS Seminar

Robert A. Miller, Tepper School of Business, Carnegie Mellon University

    Eva Ascarza

    Eva Ascarza is the Jakurski Family Associate Professor of Business Administration in the Marketing Unit.  She is the co-founder of the Customer Intelligence Lab at the D^3 institute at Harvard Business School. She teaches the Marketing core in the MBA required... View Details

    Keywords: telecommunications; e-commerce industry; entertainment; financial services; retailing
    • 2008
    • Working Paper

    Economic Factors Underlying the Unbundling of Advertising Agency Services

    By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
    This paper addresses a longstanding puzzle involving the unbundling of services that has occurredover more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the... View Details
    Keywords: Transformation; Framework; Service Operations; Decisions; Relationships; Price; Diversification; Geography; Cost; Advertising Industry; United States
    Related
    • 03 Mar 2022
    • HBS Seminar

    Daniela Saban, Stanford

      Anita Elberse

      Anita Elberse is the Lincoln Filene Professor of Business Administration at Harvard Business School.

      Professor Elberse develops and teaches an MBA course covering the "Businesses of Entertainment, Media, and Sports," which ranks among the most sought-after... View Details

      Keywords: advertising; arts; broadcasting; communications; consumer products; e-commerce industry; electronics; entertainment; fashion; home video games; information; marketing industry; motion pictures; music; publishing industry; sports; telecommunications; video games
      • Summer 2012
      • Article

      Epistemic Contests and the Legitimacy of the World Trade Organization: The Brazil–USA Cotton Dispute and the Incremental Balancing of Interests

      By: Arthur A. Daemmrich
      The World Trade Organization (WTO) features prominently in studies of international institutions, often cast either as a tool of rich-world domination over the poorer South or as a neutral mediator facilitating a tariff-free world of economic prosperity. This article... View Details
      Keywords: Organizations; Trade; Conflict and Resolution; Consumer Products Industry; Brazil; United States
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        Isamar Troncoso

        Isamar Troncoso is an Assistant Professor of Business Administration in the Marketing Unit at HBS. She teaches the Marketing course in the MBA required curriculum.

        Professor Troncoso studies problems related to digital marketplaces and new technologies. She... View Details

        Keywords: e-commerce industry; high technology; retailing

          Jerry R. Green

          Jerry R. Green

          David A. Wells Professor of Political Economy

          John Leverett Professor in the University

          Harvard University

           

          Jerry Green is the John Leverett Professor in the University and the David A. Wells... View Details

          Keywords: aerospace; education industry; insurance industry; professional services
          • Research Summary

          Overview

          ECONOMICS OF THE ADVERTISING AND MARKETING SERVICEC INDUSTRY

          Professor Silk’s recent research has been focused on the economics of the advertising and marketing services industry. He has conducted econometric studies of the effects of scale and scope on the... View Details

          • Web

          PhD Programs - Doctoral

          behavior of shareholders, regulators, customers, and suppliers, and the process by which information is disclosed. Accounting research uses statistical and econometric methods and theoretical economic modeling, and often draws from... View Details
          • Web

          Program Requirements - Doctoral

          Applied Econometrics Intermediate Applied Econometrics Applied Econometrics for Research in Management One Empirical Methods Elective Operations Track requirements (Modeling... View Details
          • Web

          Program Requirements - Doctoral

          this requirement include, but are not limited to: Quantitative Research Methods Research Methods Courses Introduction to Econometrics (Economics 1123) Introduction to Applied Econometrics (Economics 2120);... View Details

            Robert C. Merton

            Robert C. Merton is the School of Management Distinguished Professor of Finance at the MIT Sloan School of Management.

            Merton is University Professor Emeritus at Harvard University and was the George Fisher Baker Professor of... View Details

            Keywords: banking; brokerage; financial services; insurance industry; investment banking industry; retail financial services
            • 11 Mar 2014
            • First Look

            First Look: March 11

            consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine two mechanisms by which a discount voucher service can benefit affiliated firms: price... View Details
            Keywords: Sean Silverthorne
            • 24 Jan 2020
            • News

            Clayton M. Christensen Dies at 67

            his loving family. Christensen was 67 years old. Christensen joined the HBS faculty in 1992. He earned a BA with highest honors in economics from Brigham Young University (1975); an M.Phil. in applied econometrics from Oxford University,... View Details