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  • All HBS Web  (322)
    • News  (42)
    • Research  (239)
    • Events  (1)
  • Faculty Publications  (60)

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  • All HBS Web  (322)
    • News  (42)
    • Research  (239)
    • Events  (1)
  • Faculty Publications  (60)
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  • 22 Aug 2012
  • Research & Ideas

Advertising: It’s Not ‘Mad Men’ Anymore

Fans of the television show Mad Men are well acquainted with the mystique of the advertising business, circa 1960s, where relationships were consummated over martinis and campaigns fashioned through the wizardry of creative director Don... View Details
Keywords: by Michael Blanding; Advertising
  • March 2021
  • Case

Sky Deutschland - Bidding for Sports Rights (A)

By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Sports Industry; Media and Broadcasting Industry; Germany
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Oberholzer-Gee, Felix, Sascha L. Schmidt, Renate Imoberdorf, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (A)." Harvard Business School Case 721-440, March 2021.
  • Article

Coarse Thinking and Persuasion

By: Sendhil Mullainathan, Joshua Schwartzstein and Andrei Shleifer
We present a model of uninformative persuasion in which individuals "think coarsely": they group situations into categories and apply the same model of inference to all situations within a category. Coarse thinking exhibits two features that persuaders take advantage... View Details
Keywords: Cognition and Thinking; Brands and Branding
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Mullainathan, Sendhil, Joshua Schwartzstein, and Andrei Shleifer. "Coarse Thinking and Persuasion." Quarterly Journal of Economics 123, no. 2 (May 2008): 577–619.
  • September–October 2018
  • Article

Online MAP Enforcement: Evidence from a Quasi-Experiment

By: Ayelet Israeli
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 dealer agreements. MAP is a pricing policy widely used by manufacturers to... View Details
Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Retail; Price; Policy; Governance Compliance; Distribution Channels; Management; Retail Industry
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Israeli, Ayelet. "Online MAP Enforcement: Evidence from a Quasi-Experiment." Marketing Science 37, no. 5 (September–October 2018): 710–732.
  • March 2021
  • Supplement

Sky Deutschland Analysis: Results

By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Sports Industry; Media and Broadcasting Industry; Germany
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Oberholzer-Gee, Felix, Sascha L. Schmidt, Renate Imoberdorf, and Sebastian Koppers. "Sky Deutschland Analysis: Results." Harvard Business School Spreadsheet Supplement 721-853, March 2021.
  • 21 Jan 2014
  • First Look

First Look: January 21

mechanism that amplifies interest rate volatility. I find strong support for these predictions in the time series of U.S. government bond returns. Publisher's link: http://www.people.hbs.edu/shanson/MBS_Paper_20140104.pdf Working Papers Separating Homophily and Peer... View Details
Keywords: Sean Silverthorne
  • 04 Aug 2020
  • Cold Call Podcast

Glossier Built a Cult-Brand and a Digital Community, but What’s Next?

Keywords: Re: Jill J. Avery; Advertising
  • March 2021
  • Supplement

Sky Deutschland - Bidding for Sports Rights (B)

By: Felix Oberholzer-Gee, Sascha L. Schmidt and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Sports Industry; Media and Broadcasting Industry; Germany
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Oberholzer-Gee, Felix, Sascha L. Schmidt, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (B)." Harvard Business School Supplement 721-441, March 2021.
  • 27 Jul 2009
  • Research & Ideas

Social Network Marketing: What Works?

Therefore, the advertising-based business model has had only limited success on social networking sites. If the purpose of advertising is to influence consumers' purchases, our research shows that there is... View Details
Keywords: by Sarah Jane Gilbert; Advertising; Advertising; Advertising
  • April 2023
  • Technical Note

An Art & A Science: How to Apply Design Thinking to Data Science Challenges

By: Michael Parzen, Eddie Lin, Douglas Ng and Jessie Li
We hear it all the time as managers: “what is the data that backs up your decisions?” Even local mom-and-pop shops now have access to complex point-of-sale systems that can closely track sales and customer data. Social media influencers have turned into seven-figure... View Details
Keywords: Decision Making; Framework; Analytics and Data Science
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Parzen, Michael, Eddie Lin, Douglas Ng, and Jessie Li. "An Art & A Science: How to Apply Design Thinking to Data Science Challenges." Harvard Business School Technical Note 623-070, April 2023.
  • May 2022
  • Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising Industry; Advertising Industry; United States
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Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
  • 30 Nov 2010
  • Working Paper Summaries

Sponsored Links’ or ’Advertisements’?: Measuring Labeling Alternatives in Internet Search Engines

Keywords: by Benjamin Edelman & Duncan S. Gilchrist; Advertising; Advertising
  • 07 Jun 2010
  • Research & Ideas

Improving Brand Recognition in TV Ads

emotions so that we can understand on a moment-to-moment basis what a viewer is looking at as well as what they're feeling at any given moment," Teixeira says. "It's a way to measure attention and emotions as drivers of consumer behavior." Will these... View Details
Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation
  • 2012
  • Working Paper

Prominent Job Advertisements, Group Learning and Wage Dispersion

By: Julio J. Rotemberg
A model is presented in which people base their labor search strategy on the average wage and the average unemployment duration of people who belong to their peer group. It is shown that, if the distribution of wage offers is not stationary so lower wage offers tend to... View Details
Keywords: Wages; Job Offer; Job Search; Advertising
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Rotemberg, Julio J. "Prominent Job Advertisements, Group Learning and Wage Dispersion." NBER Working Paper Series, No. 18638, December 2012.
  • 2010
  • Chapter

Leadership in a Globalizing World

By: Rosabeth Moss Kanter
In this chapter, world-renowned business expert, author, and Harvard Business School professor Rosabeth Moss Kanter asks the question, "Is leadership different in a globalizing world--one of broadening horizons and burgeoning sources of ideas and supplies--than in... View Details
Keywords: Risk and Uncertainty; Globalized Firms and Management; Leadership; Research; Complexity; Diversity
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Kanter, Rosabeth Moss. "Leadership in a Globalizing World." Chap. 20 in Handbook of Leadership Theory and Practice, edited by Nitin Nohria and Rakesh Khurana. Harvard Business Press, 2010.
  • 16 Feb 2016
  • First Look

February 16, 2016

tools can be applied. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50595 in press Proceedings of the National Academy of Sciences of the United States of America Cognitive Fatigue Influences Students' Performance on... View Details
Keywords: Sean Silverthorne
  • Research Summary

Overview

By: Shunyuan Zhang
Professor Zhang uses machine learning to address marketing problems that have arisen within the nascent sharing economy. She conducts rigorous analyses of structured and unstructured data generated by new sharing economy platforms to address important issues emerging... View Details
  • January 2016 (Revised February 2016)
  • Case

Citizens United and Corporate Speech

By: David Moss and Marc Campasano
The story of Citizens United began in late 2007, as leading members of the Republican and Democratic parties were preparing for the 2008 presidential primaries. Democrats expected a three-way contest in their party between Senator Barack Obama of Illinois, Senator (and... View Details
Keywords: Rights; Internet and the Web; Political Elections; Lawsuits and Litigation; Business and Government Relations
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Moss, David, and Marc Campasano. "Citizens United and Corporate Speech." Harvard Business School Case 716-039, January 2016. (Revised February 2016.)
  • 29 Apr 2013
  • Working Paper Summaries

Exclusive Preferential Placement as Search Diversion: Evidence from Flight Search

Keywords: by Benjamin G. Edelman & Zhenyu Lai; Publishing; Technology
  • 27 Aug 2013
  • First Look

First Look: August 27

payments in the remaining months. Concerns about later-life income, spending flexibility, and counterparty risk are the most important self-reported motives that influence the annuitization decision. Publisher's link:... View Details
Keywords: Sean Silverthorne
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