by Sharon Horsky, Steven C. Michael - Publications - Faculty & Research

2012
Article

The Internalization of Advertising Services: An Inter-Industry Analysis

By: Sharon Horsky, Steven C. Michael and Alvin J. Silk

This study investigates the extent to which U.S. advertisers use in-house rather than independent advertising agencies and examines inter-industry variation in such internalization. Contrary to the widely held impression that use of an in-house advertising agency is... View Details

Keywords: Advertisers; In-house Advertising; Inter-industry Variation; Internalization; Scale Economies; Transaction Costs; Vertical Integration; Advertising Costs; Creative Industries; Marketing Strategy; Advertising Industry; Europe; North and Central America

Citation

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09 Aug 2011
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First Look: August 9

Cases & Course MaterialsLeading by Values: Sam Palmisano and IBM William W. GeorgeHarvard Business School Case 411-097 An abstract is unavailable at this time. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/411097-PDF-ENG... View Details

Keywords: Sean Silverthorne

2005
Working Paper

On Inter-industry Variation in the Vertical Integration of Advertising Services

By: Sharon Horsky, Steven C. Michael and Alvin J. Silk

Citation

05 Aug 2008
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First Look: August 5, 2008

Authors:Sharon Horsky, Steven C. Michael, and Alvin J. Silk Abstract The common perception appears to be that vertical integration of advertising services is more the exception... View Details

Keywords: Martha Lagace

02 Feb 2010
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First Look: Feb. 2

increasing or decreasing, depending on the magnitude of a manager's career incentives. Altruistic Utility Functions for Joint Decisions Authors:David E. Bell and Ralph L. Keeney Publication:In The Mathematics of Preference, Choice and Order, edited View Details