Computational Advertising - Publications - Faculty & Research

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

Das Narayandas

Das Narayandas is the Edsel Bryant Ford Professor of Business Administration at the Harvard Business School. His academic credentials include a Bachelor of Technology degree in Engineering from the Indian Institute of Technology, Bombay (IITB), a Post-Graduate... View Details

Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

24 Apr 2018
First Look

First Look at New Research and Ideas, April 24, 2018

computational power for model estimation. We overcome computational burden by utilizing an improved simulator for likelihood evaluation and the general-purpose computing on... View Details

Keywords: Sean Silverthorne

Thomas R. Eisenmann

Thomas R. Eisenmann is the Howard H. Stevenson Professor of Business Administration at the Harvard Business School; Peter O. Crisp Faculty Chair, Harvard Innovation Labs; and Unit Head of the HBS Entrepreneurial... View Details

Rosabeth M. Kanter

Rosabeth Moss Kanter holds the Ernest L. Arbuckle Professorship at Harvard Business School, specializing in strategy, innovation, and leadership for change. Her strategic and practical insights guide leaders worldwide through teaching, writing, and direct... View Details

Youngme Moon

Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

12 Mar 2013
First Look

First Look: March 12

blend the two models? Paper: http://hbr.org/2013/03/do-you-really-want-to-be-an-ebay/ar/1 Prize-based Contests Can Provide Solutions to Computational Biology Problems Authors:Lakhani, Karim R., Kevin J. Boudreau, Eva C. Guinan, Carliss Y.... View Details

Keywords: Sean Silverthorne

25 Jan 2021
Book

In a Nutshell, Why American Capitalism Succeeded

How did the United States become the world’s center of business growth following its founding in 1776? Surely a number of nations had powerful natural resources, stable financial and legal institutions, and dynamic entrepreneurs over that same span. Why was American... View Details

Keywords: by Sean Silverthorne; Manufacturing

Web

Skydeck - Alumni

his show Geek Girl became a Netflix hit—and what it tells us about success in the streaming era Basket Chase Baskits president and CEO Robin Kovitz (MBA 2007) on the tactics and the trials of her “acquisition entrepreneurship” journey Quantum Leap Quantum View Details

Web

Advisory Board - Entrepreneurship

Advertising Bureau, where he continues to champion innovation in online advertising. Bonnie had guided the successful marriage of CNET Networks' authoritative, award-winning content with the power of technology, evolving the company's... View Details

19 Apr 2004
Research & Ideas

Birth of the American Salesman

twentieth century, Americans read how-to-sell books and turned Bruce Barton's The Man Nobody Knows (1925), which portrayed Jesus Christ as a successful sales and advertising executive, into a bestseller. Books on salesmanship skills still... View Details

Keywords: by Laura Linard

John A. Deighton

John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

Richard S. Tedlow

Richard S. Tedlow is the Class of 1949 Professor of Business Administration at the Harvard Business School, where he is a specialist in the history of business.

Professor Tedlow received his B.A. from Yale in 1969 and his M.A. and Ph.D. in history from... View Details

Keywords: advertising; advertising; advertising; advertising; advertising; advertising

12 Mar 2006
Research & Ideas

New Research Explores Multi-Sided Markets

sellers), ad-supported media (ad sponsors and readers/viewers), computer operating systems (application developers and users), videogame consoles (game developers and geeks), shopping malls (retailers and consumers), digital media... View Details

Keywords: by Sean Silverthorne; Technology

09 Jan 2020
Book

Rethinking Business Strategy in the Age of AI

integrated 21-inch tablet computers have become a fitness sensation. For $39 per month, Peloton offers access to live-streamed classes where members can track their performance on a leader board, virtually connect with fellow classmates,... View Details

Keywords: by Dina Gerdeman

12 Mar 2021
News

My Favorite Case

lifelong lessons about personal priorities and career ambitions, humility, and confidence—and the incomparable kinship (and long memories) of sectionmates. “Suzuki Samurai” Suzuki and advertising agency executives are debating the product... View Details

Keywords: Business Schools & Computer & Management Training; Business Schools & Computer & Management Training

05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

baby aspirin to home computers to the meaning of quality health care. Q: Why are these metaphors important for effective marketing? What happens when marketing does not give attention to them in branding and other efforts? A: Most... View Details

Keywords: by Martha Lagace; Consumer Products

Web

The 20th Century Zeitgeist - Leadership

Influence: Medium 30 1930 s 19 Advances in aviation Nylon Fiberglass Instant photography Air-conditioning begins to realize commercial potential Influence: High 40 1940 s 19 Planes and ships built in less than a day for the war effort Atomic bomb ENIAC View Details

15 Jul 2019
Book

Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence

it’s a forward-looking, subjective, creative exercise that requires a lot of imagination. Think about valuing Facebook today. It requires predicting the future of privacy policies around the world, the actions of Google and Amazon in the View Details