Publications

March 1996 (Revised November 1997)
Case

Dewar's (C): Exploring New Media Opportunities

By: Alvin J. Silk and Lisa Klein Pearo

Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details

Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy

10 Feb 2023
Research & Ideas

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

Prevention—spent hundreds of millions of dollars on online advertising campaigns, aiming to encourage people to get vaccinated and to comply with other public health guidance. But was the public listening? More important, were people... View Details

Keywords: by Scott Van Voorhis; Health; Technology

26 Oct 2022
Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

burgeoning area for marketers, and one they’d be well served to understand better. When influencers get popular enough, companies often pay them to promote products to their followers, a relationship they are typically required to... View Details

Keywords: by Kara Baskin; Technology; Media & Broadcasting

31 Jan 2023
Research & Ideas

It’s Not All About Pay: College Grads Want Jobs That ‘Change the World’

potentially lowering wage inequality in the labor markets.” The findings come at a time that communities expect more from companies and HR departments wrestle with the vexing combination of economic concerns and labor shortages. While the... View Details

Keywords: by Rachel Layne

26 Oct 2009
Lessons from the Classroom

The New Deal: Negotiauctions

Dealmaking Strategies for a Competitive Marketplace, is a reference to this phenomenon. Companies are telling their marketing managers, "Get your advertising spend down by 20 percent over the next 12... View Details

Keywords: by Julia Hanna

25 Feb 2014
First Look

First Look: February 25

Abstract—Researchers have long hypothesized that research outputs from government, university, and private company R&D contribute to economic growth, but these contributions may be difficult to measure when they take a non-pecuniary... View Details

Keywords: Sean Silverthorne

May 2020 (Revised December 2022)
Case

Soofa: Displaying the Right Path?

By: Jeffrey J. Bussgang, Amy Klopfenstein and Amram Migdal

In November 2019, Sandra Richter, co-founder and CEO of Soofa, a network of advertising-supported digital bulletin boards, must decide between two different fundraising and expansion plans for her company. One plan entails raising $15 million in a Series A round and... View Details

12 Mar 2021
News

My Favorite Case

lifelong lessons about personal priorities and career ambitions, humility, and confidence—and the incomparable kinship (and long memories) of sectionmates. “Suzuki Samurai” Suzuki and advertising agency executives are debating the product... View Details

Keywords: Business Schools & Computer & Management Training; Educational Services

05 Jun 2019
Blog Post

Exploring the Beauty Industry through an Independent Project

In seeking information on beauty products prior to purchase over the last year, 67% of respondents consulted social media influencers and 59% consulted third-party product reviews. However, company View Details

Web

Marketing Awards & Honors - Faculty & Research

for the 2016 Paul E. Green Award from the Journal of Marketing Research for “The Perils of Proactive Churn Prevention using Plan Recommendations: Evidence from a Field Experiment” (February 2016) with Raghuram Iyengar and Martin Schleicher. Jill J. Avery : Awarded the... View Details

01 Mar 2010
Op-Ed

A Golden Opportunity for Ford and GM

during the three-year import quotas in the mid-1980s. They must recognize that no matter how wounded Toyota is in the short term by its quality problems, this company is a very tough and able competitor that will move quickly to revamp... View Details

Keywords: by Bill George; Auto

16 Dec 2014
First Look

First Look: December 16

IEEE Security & Privacy Accountable? The Problems and Solutions of Online Ad Optimization By: Edelman, Benjamin G. Abstract—Online advertising might seem to be the most measurable form of marketing ever invented. Comprehensive records... View Details

Keywords: Sean Silverthorne

07 Mar 2017
First Look

First Look at New Research, March 7

quarter of fiscal year 2015. Apple also faced some criticism from consumers regarding the iPhone 6 and iPhone 6 Plus Upgrade Program. A September 2016 survey reported that an increasing number of customers decided to subscribe to the iPhone Upgrade Program. In spite of... View Details

Keywords: Sean Silverthorne

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

job."1 It was remarkable that the corporate image of a company whose brands were so well known, and whose operations were so widespread, was so indistinct. There were times between the 1960s and 1990 when Unilever appeared amorphous.... View Details

Keywords: by Geoffrey Jones; Consumer Products

June 2020
Teaching Note

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael Beverland

Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is... View Details

Keywords: Brand Storytelling; Brand Management; Brand Management Of Places; Luxury Brand; Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Marketing Strategy; Consumer Products Industry; United States

April 1990
Case

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program

By: Stephen A. Greyser and Norman Klein

Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used... View Details

Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations