Marketing Strategy - Publications - Faculty & Research

12 Mar 2013
First Look

First Look: March 12

But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to apps to reach customers and engage them. Effective apps will do one... View Details

Keywords: Sean Silverthorne

Article

Vungle Inc. Improves Monetization Using Big-Data Analytics

By: Bert De Reyck, Ioannis Fragkos, Yael Grushka-Cockayne, Casey Lichtendahl, Hammond Guerin and Andrew Kritzer

The advent of big data has created opportunities for firms to customize their products and services to unprecedented levels of granularity. Using big data to personalize an offering in real time, however, remains a major challenge. In the mobile advertising industry,... View Details

Keywords: Big Data; Monetization; Data and Data Sets; Advertising; Mobile Technology; Customization and Personalization; Performance Improvement

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Gallery - The Art of American Advertising

Clubs Faculty & Research Business & Environment Business History Christensen Center for Teaching & Learning Entrepreneurship Faculty & Research Global Healthcare HBS Working Knowledge Institute for Strategy & Competitiveness Leadership... View Details

27 Mar 2005
Research & Ideas

Should I Pay the Bribe?

been more salient than others. I've been surprised by how little progress we have made with the standard economic model of incentives (to fight corruption). For example, I don't think we could have predicted the little use we have for View Details

Keywords: by Cynthia D. Churchwell

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Scrapbooks & Collectibles- The Art of American Advertising

Clubs Faculty & Research Business & Environment Business History Christensen Center for Teaching & Learning Entrepreneurship Faculty & Research Global Healthcare HBS Working Knowledge Institute for Strategy & Competitiveness Leadership... View Details

22 Feb 2019
News

Empowering a New Generation of Business Leaders

assigned a product or service to turn into a business, and then the rest was up to them. That included raising money to start the business, creating a marketing plan, and developing some of the company’s operations, like banking, sales... View Details

Keywords: Margie Kelley; Arts, Entertainment

16 Jun 2020
Blog Post

Delivering Solutions During a Crisis with Hans Kristian Furuseth (MBA 2019)

learn more about leadership, managing human capital, and strategy to complement my analytical background,” Furuseth notes. “While at HBS I took as many courses as I could on leadership and organizational behavior.” Another key factor in... View Details

01 Jun 2017
News

Research Brief: Profit with Purpose—and Middle Management

purpose can propel an organization’s accounting and stock market performance. According to a recent working paper coauthored by Associate Professor George Serafeim and Claudine Madras Gartenberg (MBA 2006, DBA 2011), the finding upends... View Details

Keywords: Erin Peterson

26 Feb 2013
First Look

First Look: Feb. 26

model. The case describes the various marketing channels employed by the BabbaCo team (Search, Email, Social Media, Deal Sites, Affiliates, etc.), including the strategy and effectiveness for each. Readers... View Details

Keywords: Sean Silverthorne

24 Aug 2016
Research & Ideas

Can Obamacare Be Saved?

losses. In 2014, the health insurance industry’s aggregate pre-tax margin in the individual market was –5.2 percent, amounting to an overall loss of $2.7 billion. A SHRINKING POOL OF PROVIDERS Though Aetna is currently enduring a healthy... View Details

Keywords: by John A. Quelch and Emily Boudreau; Insurance; Health

31 Jan 2017
Research & Ideas

The Dow at 20,000: What's That All About?

economy in the last hundred-plus years. There was no specific event that brought the Dow over the 20,000 mark last week. Markets exhibit a fairly large degree of short-term volatility, so once you get close to 20,000, normal daily View Details

Keywords: by Jim Aisner

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Building Bridges to Sustainable Infrastructure with Allied Climate Partners - Recruiting

environment. My responsibilities spanned two main areas: supporting fund strategy by conducting deep dives into new markets and verticals that might offer promising investment opportunities, and assessing... View Details

09 Aug 2016
First Look

August 9, 2016

economic activity? This paper exploits the federal preemption of national banks in 2004 from local laws against predatory lending to gauge the effect of the supply of credit on the real economy. Specifically, we exploit the heterogeneity in the View Details

Keywords: Sean Silverthorne

01 Jun 2020
News

Check In

stay unless you authorize it. This could change over time, but I think that’s the way it will be to start. Pre-pandemic, the hotel industry saw some of its market share eroded by Airbnb. Do you see that shifting in the hotel industry’s... View Details

Keywords: Julia Hanna; hotels; COVID-19; real estate; Accommodation; Hospitality

01 Jun 1997
News

Blockbuster Deals

fully answered in advance. "Executives from each side may have different assumptions about which strategy and management practices will be best for the new company," Beer says. "These issues are often hidden and not discussed during... View Details

Keywords: Garry Emmons and Nancy O. Perry

Article

Recent Research on Competitiveness and Clusters: What Are the Implications for Regional Policy?

By: Christian Ketels

This paper reviews implications of recent research on competitiveness and clusters for regions and regional policy. A new framing of competitiveness clarifies the role of regions. Its empirical findings align well with the literature on drivers of regional performance,... View Details

Keywords: Competition; Industry Clusters; Policy

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May 2013
Article

From Russia with Love: The Impact of Relocated Firms on Incumbent Survival

By: Oliver Falck, Christina Guenther, Stephan Heblich and William R. Kerr

We identify the impact of local firm concentration on incumbent performance with a quasi-natural experiment. When Germany was divided after World War II, many firms in the machine tool industry fled the Soviet occupied zone to prevent expropriation. We show that the... View Details

Keywords: Geographic Location; Competition; Supply and Industry; Labor; West Germany; Soviet Union

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March 2009 (Revised March 2014)
Teaching Note

Roppongi Hills: City Within a City

By: Andrei Hagiu

Teaching Note for [707431]. View Details

Keywords: Competition; Performance; Brands and Branding; Buildings and Facilities; Real Estate Industry; Tokyo

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28 Apr 2011
Op-Ed

While Waiting for Japan’s Recovery, Let’s Enhance Supplier Competitiveness at Home

officials convened events to involve companies in their region. Today, in the aftermath of market quakes and earthquakes, America needs another national campaign, this time to mobilize big companies to power smaller ones. This idea should... View Details

Keywords: by Rosabeth Moss Kanter

April 2006 (Revised March 2007)
Case

PayPal Merchant Services

By: Thomas R. Eisenmann and Lauren Barley

In early 2006, PayPal management is deciding how to respond to Google's entry into online payments. PayPal, owned by eBay, has targeted online merchants outside eBay's auction community for its next wave of expansion. Google represents a potential threat to PayPal's... View Details

Keywords: Internet and the Web; Competition; Expansion; Service Operations; Auctions; Web Services Industry; Service Industry

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