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- All HBS Web
(146)
- News (30)
- Research (89)
- Multimedia (3)
- Faculty Publications (63)
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- 13 Oct 2010
- First Look
First Look: October 13, 2010
http://www.hbs.edu/research/pdf/11-038.pdf The Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Abstract We address a longstanding puzzle... View Details
Keywords: Sean Silverthorne
- 09 Dec 2002
- Research & Ideas
Unilever—A Case Study
soapflakes, promoted as a fine soap that would not damage delicate fabrics just at a time when women's wear was shifting from cotton and lisle to silk and fine fabrics. The campaign featured a variety of tactics, including washing... View Details
- September 1995 (Revised December 1997)
- Case
Philip Morris: Marlboro Friday (A)
By: Alvin J. Silk and Bruce Isaacson
On April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major... View Details
Keywords: Competition; Price; Marketing Strategy; Market Participation; Brands and Branding; Consumer Products Industry; United States
Silk, Alvin J., and Bruce Isaacson. "Philip Morris: Marlboro Friday (A)." Harvard Business School Case 596-001, September 1995. (Revised December 1997.)
- June 2018
- Case
American Airlines' Value Pricing (Abridged)
By: Alvin J. Silk and Sunil Gupta
This is an abridged version of the 1992 case where American Airlines (AA) launched "Value Pricing" in an attempt to simplify the pricing structure of the airline industry. AA expected that this plan would benefit not only consumers, but also AA and the entire airline... View Details
Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry
Silk, Alvin J., and Sunil Gupta. "American Airlines' Value Pricing (Abridged)." Harvard Business School Case 519-019, June 2018.
- 22 May 2017
- Lessons from the Classroom
A Luxury Industry Veteran Teaches the Importance of Aesthetics to Budding Business Leaders
Brown teaches a case about Disney in her MBA elective course, The Business of Aesthetics (Photo courtesy of Pauline Brown) Brown has honed that ability to the point of poetic brevity. Asked recently what’s so great about Hermès silk... View Details
- 12 Oct 1999
- Research & Ideas
Media Metamorphosis: Advertising in the Technology Age
how are they likely to shape the future for media competitors, advertisers, and their agencies? HBS professor Alvin Silk has long studied such issues, and his latest findings, presented in a new working paper, "Restructuring in the... View Details
- 22 Aug 2012
- Research & Ideas
Advertising: It’s Not ‘Mad Men’ Anymore
money I spend on advertising is wasted; the trouble is I don't know which half.' " For the past several decades Silk has devoted himself to prying open the black box, understanding the economics underlying the work advertising agencies... View Details
- March 1994 (Revised April 1994)
- Background Note
Notes on Thurstone Scaling
By: Alvin J. Silk
Silk, Alvin J. "Notes on Thurstone Scaling." Harvard Business School Background Note 594-088, March 1994. (Revised April 1994.)
- August 1993 (Revised May 1994)
- Case
American Airlines' Value Pricing (A)
By: Alvin J. Silk
In April 1992, American Airlines launched "Value Pricing" -- a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing... View Details
Keywords: Price; Marketing Channels; Consumer Behavior; Performance Expectations; Value Creation; Aerospace Industry
Silk, Alvin J. "American Airlines' Value Pricing (A)." Harvard Business School Case 594-001, August 1993. (Revised May 1994.)
- February 1990 (Revised August 1990)
- Background Note
Questionnaire Design and Development
By: Alvin J. Silk
An introduction to the design of questionnaires administered in surveys undertaken in management and social science research. Outlines a multistep process for developing a questionnaire. View Details
Keywords: Questionnaires
Silk, Alvin J. "Questionnaire Design and Development." Harvard Business School Background Note 590-015, February 1990. (Revised August 1990.)
- July 1999
- Background Note
Note on Statistical Tests for a Randomized Matched Pair Experimental Design, A
By: Alvin J. Silk
Concerns understanding the conditions under which an experimental design that employs matching and randomization may result in gains in precision as compared to a design that utilizes randomization and independent samples--i.e., no matching. An empirical example is... View Details
- January 1996
- Background Note
Brand Valuation Methodology: A Simple Example
By: Alvin J. Silk
Provides a simple illustration of a methodology for making a financial evaluation of a brand. View Details
Silk, Alvin J. "Brand Valuation Methodology: A Simple Example." Harvard Business School Background Note 596-092, January 1996.
- January 1994 (Revised March 2000)
- Background Note
Notes on Reliability and Attitude Measurement
By: Alvin J. Silk
Silk, Alvin J. "Notes on Reliability and Attitude Measurement." Harvard Business School Background Note 594-087, January 1994. (Revised March 2000.)
- January 2019
- Teaching Note
American Airlines' Value Pricing (A), (B), and (C)
By: Alvin J. Silk
Teaching Note for HBS Nos. 594-001, 594-019, and 595-037. View Details
- 2012
- Working Paper
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
By: Alvin J. Silk
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts in interest? In recent decades, the advertising and marketing services industry has undergone a number... View Details
Keywords: Advertising; Service Delivery; Competition; Conflict of Interests; Policy; Practice; Advertising Industry; United States
Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Marketing Science Institute Report, No. 12-104, May 2012.
- 2012
- Article
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
By: Alvin J. Silk
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts of interest? In recent decades, the advertising and marketing services industry has undergone a number... View Details
Keywords: Advertising Agency; Competitors; Marketing Services Industry; Structural Changes; Agency-client Relationships; Hybrid Conflict Policies; Safeguards; Advertising; Advertising Industry; Europe; Latin America; North and Central America
Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Foundations and Trends® in Marketing 6, no. 2 (2012): 63–149.
- November 1993
- Article
Marketing Science in a Changing Environment
By: A. J. Silk
Silk, A. J. "Marketing Science in a Changing Environment." Journal of Marketing Research (JMR) 30 (November 1993): 401–404.
- February 1994 (Revised October 1995)
- Background Note
Notes on Stratified Sampling Design
By: Alvin J. Silk
Silk, Alvin J. "Notes on Stratified Sampling Design." Harvard Business School Background Note 594-093, February 1994. (Revised October 1995.)
- April 1994
- Background Note
Notes on Factor Analysis
By: Alvin J. Silk
Silk, Alvin J. "Notes on Factor Analysis." Harvard Business School Background Note 594-091, April 1994.