Advertising Technology - Publications - Faculty & Research

01 Sep 2010
News

You’ve Been YouTubed

are. You can’t hope to project an idealized version of the truth.” The old rules of marketing and advertising still apply, too: “The genius is not in the choice of medium: in the simple idea of using social media to fight social media,”... View Details

Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation

01 Dec 1999
News

Covering the Issues

institutions - like the Bulletin itself - are enduring outgrowths of its solid foundation. Women in the Bulletin While the first women in the Bulletin sold cigarettes in colorfully drawn advertisements in the 1930s, an occasional article... View Details

Keywords: Susan Young, Deborah Blagg, and Garry Emmons

November 2017
Teaching Note

Facebook Fake News in the Post-Truth World

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 717-473. In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and... View Details

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Disability Pride Month | Baker Library

list people with disabilities as populations they serve. Review Capital IQ Pro 's "Assistive Technology" market map, which consists of companies that develop products and technology solutions designed to assist individuals with... View Details

01 Apr 2002
News

Charting the Luminary Leadership in Professional Service Firms

diverse professions in which they operate. Whether you examine law firms, advertising agencies, investment banks, or management consulting firms, the business model and the challenges they must successfully meet to prosper over the long... View Details

Keywords: professional service firms; Publishing Industries (except Internet); Information

02 Jun 2014
Research & Ideas

Secrets to a Successful Social Media Strategy

unacceptable behavior in the offline world might be perfectly acceptable in the online world. For example, corporate norms and fear that the boss might find out prevent many employees from openly advertising themselves on the job market.... View Details

Keywords: by Carmen Nobel

17 Sep 2001
Research & Ideas

Let Customers Call the Shots

definition of that for the layman? How long has the concept been around in marketing? Wathieu: The idea involves letting consumers take control of variables that are conventionally pre-determined by marketers: product characteristics, place of access, exposure to View Details

Keywords: by Martha Lagace

25 Apr 2005
Research & Ideas

New Learning at American Home Products

in moving out of lower-value into higher-value paths as technologies and markets changed. Before World War II those managers became proficient in monitoring the processes of production and marketing in each of the different paths. After... View Details

Keywords: by Alfred D. Chandler Jr.; Chemical; Health; Manufacturing; Pharmaceutical

Web

Harvard Business School

of Four Innovative, New Institutions Cheryl E. Owens-Howard (DBA) 1983 A Conceptual Framework for Understanding Views of the Relationship Between Consumers and Advertising in the Marketplace Donna B. Stoddard (DBA) 1991 Information View Details

25 Feb 2020
News

Case Study: The Credit Bureau

the building manager project on a tablet what your apartment would look like furnished by Mobley. The furniture ultimately becomes a line item added to your monthly bill. That kind of B2B2C play is easily scaled, Ramírez says, but it’s a much longer selling cycle and... View Details

Keywords: Jen McFarland Flint; Real Estate

14 Oct 2013
Research & Ideas

Blockbuster! Why Star Power Works

Disney Company expects to lose up to $190 million on its summer fiasco The Lone Ranger, another star vehicle featuring Johnny Depp and Armie Hammer. Welcome to the risky strategy of "blockbusters," practiced increasingly by movie, TV, and recording companies;... View Details

Keywords: by Sean Silverthorne; Entertainment & Recreation

25 Apr 2017
First Look

First Look at New Research, April 25

operating in manufacturing and electronics. The increasing impact of digital technologies on all of its business units had prompted CEO Joe Kaeser and his team to put digitalization at the core of the new corporate strategy, alongside... View Details

Keywords: Sean Silverthorne

02 Feb 2016
First Look

February 2, 2016

Education By: Snook, Scott, and Rakesh Khurana Abstract—No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50349 forthcoming Administrative Science Quarterly Environmental Demands and the Emergence of Social Structure: View Details

Keywords: Sean Silverthorne

16 Feb 2010
News

Winging It

Keywords: News, Library, Internet, and Other Services; Information

01 Apr 2002
News

Professorship Brings Brierley's HBS Connection Full Circle

ever dreamed that frequentflier miles would become a multibillion-dollar source of incremental airline revenue," he notes. In 1982, Brierley was named vice president of sales and advertising for Pan American World Airways, where he... View Details

Keywords: Charles M. Williams; Epsilon Data Management; Computer Systems Design and Related Services; Professional Services

06 Feb 2018
First Look

First Look at New Research and Ideas: February 6, 2018

Quasi-Experiment By: Israeli, Ayelet Abstract—This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in... View Details

24 Jul 2000
Research & Ideas

Global Brands: Connecting With Consumers Across Boundaries

significant advances in technology and productivity, was the pottery firm founded by Josiah Wedgwood in 1760—"the first example I can find," said Koehn, "of a company using a brand as a strategic tool to interest consumers... View Details

Keywords: by James E. Aisner

06 Jan 2011
What Do You Think?

How Should Management Deal With “Anonymous”?

it "government must be able to monitor and regulate Internet activities that adversely affect people's safety and welfare." Few were convinced that technology itself would provide more than temporary defenses. The use of the... View Details

Keywords: by James L. Heskett

29 Apr 2002
Research & Ideas

Star Power! How to Win in Professional Services

office. An executive search professional refuses the headaches associated with leading a practice area. Information technology consultants resist management assignments, for fear they'll become "administrators." Aggressive... View Details

Keywords: by Jay W. Lorsch & Thomas J. Tierney

17 Jul 2017
Op-Ed

Op-Ed: As America Recedes from Global Leadership, Its CEOs are Stepping Up

government technology. For these CEOs, hiring skilled workers, global trade, and H1B visas were also high on their agendas. Technology executives such as Apple’s Tim Cook and Salesforce’s Marc Benioff have voiced their concerns about the... View Details

Keywords: by Bill George

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