Publications

April 27, 2009
Article

Fraud in Online Advertising

By: Benjamin Edelman

At first glance, online advertising seems to be as measurable a medium as any ever invented. Advertisers can count how many times an ad was sent, then measure sales—yielding an analysis that seems to report the value of an online ad campaign. But the reality is... View Details

Keywords: Advertising Campaigns; Online Advertising; Crime and Corruption; Measurement and Metrics; Value

Find at Harvard

Read Now

October 1995 (Revised January 1998)
Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details

Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry

23 Oct 2018
First Look

New Research and Ideas, October 23, 2018

media to engage others and build campaigns for change in the company. This case follows her career at the company and describes the challenges she faced as a change agent, working to promote gender equality within the company and a new... View Details

Keywords: Dina Gerdeman

26 Sep 2019
Research & Ideas

What Can the World’s Largest Refugee Camp Teach Us About the Meaning of Work?

Two years have passed since more than 700,000 Rohingya people fled a bloody ethnic cleansing campaign in Myanmar and created the world’s largest refugee camp in Bangladesh. But not much has changed since then. At the Kutupalong camp,... View Details

Keywords: by Danielle Kost

April 2012 (Revised March 2014)
Case

Social Strategy at Nike

By: Mikolaj Jan Piskorski and Ryan Johnson

Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional"... View Details

Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry

12 Dec 2017
First Look

New Research and Ideas, December 12, 2017

2016 announcement ramified differently. Days later, then-presidential candidate Donald Trump referenced the relocation in a Facebook post. Soon, Carrier’s plan became a touchtone to Trump’s anti-globalization and anti-free trade campaign... View Details

Keywords: Sean Silverthorne

25 Sep 2017
Research & Ideas

Why Politics is Failing America, and What Business Can Do To Help

$16 billion, and nearly 20,000 jobs could be attributed to campaign staffing, consulting, and lobbying. The political media also benefitted, with most major news outlets posting record advertising revenues last year as a result of... View Details

Keywords: by Christina Pazzanese, Harvard Gazette

10 Feb 2003
Research & Ideas

Women at Work

"There's no way they're going to hire a temp secretary to fill a financial analyst position," everybody told her. But Cook was determined. She campaigned for the job tirelessly, and got it. "I wanted to do such a great job... View Details

Keywords: by Wendy Guild

02 Mar 2018
Op-Ed

Op-Ed: Trump’s Tariffs Could Harm Allies as Much as Opponents

House, the president has yet to fulfill some of his key campaign promises. Last year the US trade deficit that he vowed to reduce was the largest in nearly a decade. The imbalance with China alone hit a record $375 billion. With mid-term... View Details

Keywords: by Dante Roscini; Steel; Manufacturing

September 1988 (Revised October 1992)
Case

Suzuki Samurai

By: John A. Quelch

Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details

Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Auto Industry; Japan; United States

20 Aug 2001
Research & Ideas

Making an Ally of Uncle Sam

consortium inhibited competition. The FCC finally approved the new cable in July 1999, and also announced that it would launch a broad inquiry into the undersea-cable business. Global Crossing's carefully constructed lobbying campaign... View Details

Keywords: by Michael Watkins, Mickey Edwards & Usha Thakrar

06 Jan 2012
Op-Ed

Where Green Corporate Ratings Fail

News Corporation—a multinational media conglomerate that includes BSKYB, Dow Jones, Fox News, 20th Century Fox and Star, among other units—announced earlier this year that it has become climate neutral, meaning that its operations have no net impact on global climate... View Details

Keywords: by Michael Toffel & Auden Schendler; Information; Publishing

04 Jan 2012
First Look

First Look: January 4

maximize joint industry profits. Download the paper: http://www.hbs.edu/research/pdf/12-045.pdf From Single Deals to Negotiation Campaigns Authors:David A. Lax and James K. Sebenius Abstract Negotiation scholars typically take the... View Details

Keywords: Carmen Nobel

27 Jan 2016
Research & Ideas

A Politician's Investment Portfolio Might Tip Off Corruption Potential

congressman and House Majority Leader Tom DeLay. DeLay had a slew of scandals around 2005, charged with violating campaign finance laws and linked to lobbying improprieties, resulting in his 2006 resignation from office. He was later... View Details

Keywords: by Roberta Holland

September 2001 (Revised June 2004)
Case

Cafe de Colombia

By: Rohit Deshpande and Alexandra de Royere

Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details

Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia