Publications

January – February 2009
Article

Content vs. Advertising: The Impact of Competition on Media Firm Strategy

By: David Godes, Elie Ofek and Miklos Sarvary

Media firms compete in two connected markets. They face rivalry for the sale of content to consumers, and at the same time, they compete for advertisers seeking access to the attention of these consumers. We explore the implications of such two-sided competition on the... View Details

Keywords: Monopoly; Duopoly and Oligopoly; Business Model; Price; Media; Competitive Strategy; Competitive Advantage; Advertising; Profit; Media and Broadcasting Industry

Find at Harvard

October 2001
Case

Mountain Dew: Selecting New Creative

Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill.... View Details

Keywords: Creativity; Advertising; Brands and Branding

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

26 Jun 2020
Video

Peter Vundla

Peter Vundla, who co-founded the first Black-owned advertising agency in South Africa in 1991, discusses how the business started by exploiting the fact that White-owned companies had no understanding of Black... View Details

December 1974 (Revised February 1985)
Case

Southwest Airlines (A)

Southwest Airlines, a small intrastate carrier serving Dallas, Houston and San Antonio, begins service in 1971 in the face of competition by two larger, entrenched airlines. Improved quality service, lower prices, and innovative advertising and promotional strategy... View Details

Keywords: Competition; Marketing Strategy; Air Transportation; Air Transportation Industry; Texas

13 Mar 2019
News

Amazon gets an edge with its secret squad of PhD economists

26 Jan 2015
News

What You Can Expect For Social Video in 2015

April 1994 (Revised March 1997)
Case

Planet Reebok (A)

By: John A. Quelch

Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The... View Details

Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom

April 1993 (Revised July 1994)
Case

MathSoft, Inc. (A)

By: V. Kasturi Rangan

MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of... View Details

Keywords: Information Technology; Corporate Entrepreneurship; Applications and Software; Communication Strategy; Salesforce Management; Marketing Channels; Advertising; Product Launch; Information Technology Industry; Industrial Products Industry; United States

June 2017
Case

Harmonie Water: Refreshing the World Naturally

By: John A. Quelch and John L. Teopaco

The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product... View Details

Keywords: Brands and Branding; Advertising; Marketing Communications; Global Strategy; Food and Beverage Industry

03 Jul 2019
News

Lee Iaccoca, Superstar CEO Of Chrysler, Dies At 94

16 Sep 2017
News

Google and Facebook Face Criticism for Ads Targeting Racist Sentiments

12 Jul 2010
News

Plugging privacy leaks

February 1992 (Revised March 1995)
Case

Amelia Rogers at Tassani Communications (A)

By: Linda A. Hill

Describes a conflict that has arisen between an account manager and a creative director at Tassani Communications, a Chicago-based advertising agency which is making the transition from entrepreneurial to professional management. The client, the marketing director of a... View Details

Keywords: Rank and Position; Conflict Management; Change Management; Entrepreneurship; Practice; Behavior; Creativity; Problems and Challenges; Advertising Industry; Chicago