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Show Results For
- All HBS Web
(18,178)
- People (25)
- News (3,144)
- Research (12,191)
- Events (101)
- Multimedia (222)
- Faculty Publications (10,039)
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- fall 1994
- Article
Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms
By: A. J. Silk and E. R. Berndt
Silk, A. J., and E. R. Berndt. "Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms." Journal of Economics & Management Strategy 3 (fall 1994): 437–480.
- December 2013
- Course Overview Note
Digital Marketing Strategy
By: Thales Teixeira
Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers. View Details
Teixeira, Thales. "Digital Marketing Strategy." Harvard Business School Course Overview Note 514-087, December 2013.
- June 2004
- Article
Holding Company Cost Economies in the Global Advertising and Marketing Services Business
By: Alvin J. Silk and Ernst R. Berndt
Silk, Alvin J., and Ernst R. Berndt. "Holding Company Cost Economies in the Global Advertising and Marketing Services Business." Art. 5. Review of Marketing Science 2, no. 1 (June 2004).
- March 2016
- Supplement
Advertising Experiments at RestaurantGrades
By: Weijia Dai, Hyunjin Kim and Michael Luca
This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The... View Details
- January 2017 (Revised February 2022)
- Background Note
Assessing and Enhancing Market Attractiveness
This note gives students a systematic and comprehensive framework for analyzing and influencing market attractiveness. It pays explicit attention to value creation, complements, and the dynamics of market attractiveness. It also includes careful sub-frameworks for... View Details
Van den Steen, Eric. "Assessing and Enhancing Market Attractiveness." Harvard Business School Background Note 717-466, January 2017. (Revised February 2022.)
- July 2018
- Article
Marketplaces, Markets, and Market Design
By: Alvin E. Roth
Marketplaces are often small parts of large markets, and both markets and marketplaces come in many varieties. Market design seeks to understand what marketplaces must accomplish to enable different kinds of markets. Marketplaces can have varying degrees of success,... View Details
Roth, Alvin E. "Marketplaces, Markets, and Market Design." American Economic Review 108, no. 7 (July 2018): 1609–1658.
- March 2016 (Revised February 2023)
- Teaching Note
Advertising Experiments at RestaurantGrades
By: Michael Luca, Weijia Dai and Hyunjin Kim
Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows... View Details
- March 2016 (Revised February 2023)
- Exercise
Advertising Experiments at RestaurantGrades
By: Michael Luca, Weijia Dai and Hyunjin Kim
Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows... View Details
Luca, Michael, Weijia Dai, and Hyunjin Kim. "Advertising Experiments at RestaurantGrades." Harvard Business School Exercise 916-038, March 2016. (Revised February 2023.)
- September 2021
- Article
Network Interconnectivity and Entry into Platform Markets
By: Feng Zhu, Xinxin Li, Ehsan Valavi and Marco Iansiti
Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas in others, buyers primarily purchase services from providers within... View Details
Keywords: Network Interconnectivity; Platform Competition; Market Entry; Networks; Digital Platforms; Competition; Market Entry and Exit
Zhu, Feng, Xinxin Li, Ehsan Valavi, and Marco Iansiti. "Network Interconnectivity and Entry into Platform Markets." Information Systems Research 32, no. 3 (September 2021): 1009–1024.
- 17 Sep 2007
- Research & Ideas
Broadband: Remaking the Advertising Industry
wrestling with in the book, trying to see how big a change in the advertising industry this might be. It's still a teeny slice, but the importance of viral marketing cannot be overstated. Actually it is an... View Details
- 2015
- Other Teaching and Training Material
Marketing Reading: Marketing Intelligence
By: Robert J. Dolan and Leslie K. John
This reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this Reading shows how effective decision making hinges... View Details
Dolan, Robert J., and Leslie K. John. "Marketing Reading: Marketing Intelligence." Core Curriculum Readings Series. Harvard Business Publishing 8191, 2015.
- November 17, 2009
- Article
The Dark Underbelly of Online Advertising
By: Benjamin Edelman
The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to target exactly the right customers. But online advertising is also easily subverted—letting fraudsters claim advertising fees for work they did not actually do. The... View Details
Edelman, Benjamin. "The Dark Underbelly of Online Advertising." HBR Now (November 17, 2009).
- February 2024
- Article
Pricing Power in Advertising Markets: Theory and Evidence
By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize, extend, and test this prediction. We find that television outlets whose viewers watch more... View Details
Gentzkow, Matthew, Jesse M. Shapiro, Frank Yang, and Ali Yurukoglu. "Pricing Power in Advertising Markets: Theory and Evidence." American Economic Review 114, no. 2 (February 2024): 500–533.
- 2022
- Working Paper
Pricing Power in Advertising Markets: Theory and Evidence
By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media... View Details
Gentzkow, Matthew, Jesse M. Shapiro, Frank Yang, and Ali Yurukoglu. "Pricing Power in Advertising Markets: Theory and Evidence." NBER Working Paper Series, No. 30278, July 2022.
- Teaching Interest
Globalization and Emerging Markets
Globalization and Emerging Markets is designed for students who will be investing, managing a business or nonprofit, or working for a government in an emerging market. The unit of analysis of the course ranges from countries to multinational and domestic companies... View Details
Keywords: Emerging Market; Globalization; BRICS; N11; Resource Allocation; Pakistan; Angola; Dubai; South Korea; South Africa; Turkey; Liberia; China; Brazil; Nigeria
- February 1980 (Revised October 1984)
- Case
Mobil Oil and Advocacy Advertising
Raymond, Thomas J., and Judith B. Esterquest. "Mobil Oil and Advocacy Advertising." Harvard Business School Case 380-149, February 1980. (Revised October 1984.)
- October 2007
- Article
The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market
By: Anita Elberse and Bharat N. Anand
One of the most visible and publicized trends in the movie industry is the escalation in movie advertising expenditures over time. Yet, the returns to movie advertising are poorly understood. The main reason is that disentangling the causal effect of advertising on... View Details
Keywords: Advertising; Stocks; Investment Return; Price; Revenue; Quality; Mathematical Methods; Motion Pictures and Video Industry
Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Information Economics and Policy 19, nos. 3-4 (October 2007): 319–343. (Special Issue on Economics of the Media.)