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- All HBS Web
(969)
- News (180)
- Research (608)
- Events (2)
- Multimedia (4)
- Faculty Publications (241)
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- April 2022
- Teaching Note
Publicis Groupe 2021: Changing Nearly Everything
By: Rosabeth M. Kanter, Tonia Labruyere, Vincent Dessain and Catarina Martinez
After a leadership change at the French advertising company Publicis, new CEO Arthur Sadoun has to navigate changes due to digitalization and a pandemic. Teaching Note for HBS Case No. 322-050. View Details
- Article
From TV to Web: Content Strategies for Ads That Drive Online Sales
By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
- 01 Aug 2007
- Op-Ed
Company Town: Fixing Corrupt Governments
years voters would get the chance to choose their administrator of choice. While I am serious about this idea, I know that it can't work without the input of visionary policymakers who would hammer out all the details. If a company or... View Details
Keywords: by Eric Werker
- 19 May 2014
- Research & Ideas
Why Companies Should Compete for Your Privacy
on consumers' browsers, resulting in higher prices for returning shoppers, consumer backlash led the company to state that such practice was a "mistake" and that it would refrain from pricing based on customer demographics in the future.... View Details
- September 2014
- Case
Havas: Change Faster
By: Karim R. Lakhani and Michael L. Tushman
As of 2013, Havas was the 6th largest global advertising, digital, and communications group in the world. Headquartered in Paris, France, the group was highly decentralized, with semi-independent agencies in more than 100 countries offering a variety of services. The... View Details
Keywords: Advertising Agency; Open Innovation; Commercials; Digital Media; Digital Transition; Advertising; Digital Marketing; Advertising Campaigns; Acquisition; Change Management; Disruption; Transformation; Advertising Industry; Advertising Industry
Lakhani, Karim R., and Michael L. Tushman. "Havas: Change Faster." Harvard Business School Multimedia/Video Case 615-702, September 2014.
- April 2, 2018
- Article
The Right Way for Companies to Publicize Their Social Responsibility Efforts
By: Mark R. Kramer
It’s a common complaint. Companies keep trying to show the world that they are socially conscious and keep losing the battle. Anheuser-Busch and Hyundai even devoted this year’s Super Bowl ads to lauding their philanthropic efforts with decidedly mixed responses.... View Details
Kramer, Mark R. "The Right Way for Companies to Publicize Their Social Responsibility Efforts." Harvard Business Review Digital Articles (April 2, 2018).
- 17 Jun 2016
- Op-Ed
Companies Need to Start Marketing Security to Customers
on financial controls, not on risks to consumers and brand reputations. That's not good enough" Even marketers who pay special attention to safety are reluctant to tout their superiority. You never see comparison advertising from an... View Details
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Companies Must Forget—and Borrow
As companies ride the digital wave, many find that switching up old, tired practices and deviating from the norm can be crucial to survival. But sometimes things can be taken too far. During the Digital Initiative Summit at Harvard... View Details
- 22 Aug 2011
- Research & Ideas
Getting to Eureka!: How Companies Can Promote Creativity
of brilliance, raining down like manna from some deity of inspiration. Teaching people how to be creative, on the other hand, is like teaching them how to be tall—that is, impossible. These days, as global competition intensifies, it's more important than ever that... View Details
Keywords: by Michael Blanding
- 26 Apr 2010
- Research & Ideas
When Other Companies Compete Like Crazy, Dare to Be Different
Want to be different? Change your world, not your tactics. As HBS professor Youngme Moon argues in Different: Escaping the Competitive Herd, competition too often breeds conformity. Yet there is plenty of space for adventurous companies... View Details
Keywords: by Sarah Jane Gilbert
- spring 2007
- Article
Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970
Around 1960, the first independent African nations emerged, marking the beginning of the momentous political event that, among other things, would change the visual representations and the copy of advertisements. Development, modernity, and industrialization became... View Details
Decker, Stephanie. "Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970." Business History Review 81, no. 1 (Spring 2007): 59–86.
- 21 Aug 2017
- Lessons from the Classroom
Companies Love Big Data But Lack the Strategy To Use It Effectively
depth, and accessibility—it has become clear it is key to helping companies develop sustainable competitive advantage. “The new attention being given to data today is because suddenly, everywhere, it’s become much cheaper to measure,”... View Details
Keywords: by Dina Gerdeman
- 29 Sep 2015
- Research & Ideas
Work 3.0: Redefining Jobs and Companies in the Uber Age
across multiple industries. There are at least five kinds of control that could belong to either company or worker, depending on the business model: Price charged to the customer. Equipment used by the worker, Method of service delivery.... View Details
- January 1995 (Revised March 1995)
- Teaching Note
Saatchi and Saatchi Company PLC: Corporate Strategy TN
By: David J. Collis
Teaching Note for (9-792-056). View Details
Keywords: Advertising Industry
- June 17, 2016
- Comment
Companies Need to Start Marketing Security to Customers
By: John A. Quelch
Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details
Keywords: Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)
- September–October 2022
- Article
Should Your Company Sell on Amazon?: Reach Comes at a Price
By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers.
In this article, the authors present a scorecard to... View Details
Keywords: Retail; Retailing; Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Amazon; Amazon.com; Sales; Digital Marketing; Internet and the Web; Business Model; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States
Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.
- 07 Oct 2019
- Sharpening Your Skills
How Companies Can Make Up with (Very) Unhappy Customers
and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why they backfire. Image: iStock What's the best example you've seen of a View Details
- 22 May 2024
- HBS Case
Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore
brands after learning about them from TikTok creators versus advertising from companies. But even ads created specifically for TikTok had a 27 percent higher “completion rate”—when viewers watch the whole ad— than ads that were repurposed... View Details
- 04 Aug 2021
- Research & Ideas
Worried About the Great Resignation? Be a Good Company to Come From
These employers are missing the underlying point. Instead of resorting to perks that are at best a band-aid, companies should follow the lead of Recruit Holdings, a $20 billion Japanese advertising and tech... View Details
Keywords: by Sandra J. Sucher and Shalene Gupta
- 25 Jun 2019
- Research & Ideas
The Powerful Strategic Tool Companies Should Not Try to Control
World Nutella Day a cease-and-desist letter in 2013. The company backed down and eventually embraced this day of honor of its beloved product. Companies devote significant resources to holding focus groups... View Details
Keywords: by Danielle Kost