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(497)
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Show Results For
- All HBS Web
(497)
- News (58)
- Research (398)
- Events (1)
- Multimedia (2)
- Faculty Publications (135)
- 12 Oct 1999
- Research & Ideas
Media Metamorphosis: Advertising in the Technology Age
instance — is what the researchers call the intramedia decision. Here there is considerably more price sensitivity and a greater willingness to reallocate expenditures. A fundamental question bearing on rivalry in the View Details
- October 2016 (Revised April 2018)
- Case
DataXu: Selling Ad Tech
By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Advertising Industry; Advertising Industry; Boston; Massachusetts
Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
- 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.)
- 05 Mar 2009
- Working Paper Summaries
CPC/CPA Hybrid Bidding in a Second Price Auction
Keywords: by Benjamin Edelman & Hoan Soo Lee
- 15 Dec 2014
- Research & Ideas
Deconstructing the Price Tag
When a company sets a price for a product, shoppers typically have no idea what it costs to produce that item. But it turns out that consumers reward efforts to lay out these figures—to deconstruct the price... View Details
- 17 Jan 2024
- HBS Case
Psychological Pricing Tactics to Fight the Inflation Blues
pricing is everywhere—because it still works Charm pricing is one of the most familiar pricing techniques out there: setting prices ending in 99,... View Details
- 09 Mar 2020
- Research & Ideas
Warring Algorithms Could Be Driving Up Consumer Prices
antitrust authorities, who fear they could ultimately harm consumers by raising prices above typical competitive levels. It doesn’t seem too long ago when a price change was a major strategic decision for... View Details
- Web
The Art of "Posting" - The Art of American Advertising
study of advertising in the United States. 34 The Associated Billposters of the United States and Canada began to regulate the industry, including setting prices and length of time a poster would be... View Details
- 17 Dec 2014
- Research & Ideas
How Our Brain Determines if the Product is Worth the Price
decision. Participants were significantly more likely to purchase a product if they saw the price first than if they saw the product first. For retailers this indicates that it makes sense to lead with the price, at least when View Details
- 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
Israeli, Ayelet. "Online MAP Enforcement: Evidence from a Quasi-Experiment." Marketing Science 37, no. 5 (September–October 2018): 710–732.
- May 2024
- Background Note
Pricing Strategy and Channels of Distribution: Where Value Delivery and Value Capture Intersect
By: Elie Ofek
Channels of distribution are a critical component of a firm’s go-to-market strategy. A company may elect to sell its products directly to customers (DTC) without the assistance of any intermediaries or, alternatively, it may seek several channel partners to help it... View Details
Ofek, Elie. "Pricing Strategy and Channels of Distribution: Where Value Delivery and Value Capture Intersect." Harvard Business School Background Note 524-093, May 2024.
- 24 Feb 2015
- News
Wal-Mart, Land Of Low Prices And Low Wages, Is Cleaning Up Its Act
- March 2002 (Revised July 2004)
- Case
Price of Light, The: Privatization, Regulation and Valuation in Brazil
Asks students to produce a valuation for Rio Light, a Brazilian power company that is state owned and to be sold in March 1996. If successful, the privatization would bring in over $2 billion to the Brazilian treasury. But success was far from assured. Members of the... View Details
Keywords: Valuation; Energy Generation; Privatization; Corporate Governance; Energy Industry; Brazil
Dyck, Alexander. "Price of Light, The: Privatization, Regulation and Valuation in Brazil." Harvard Business School Case 702-055, March 2002. (Revised July 2004.)
- 01 Oct 2000
- News
Timothy G. Brier: The Price is Right
Continental -- Brier went dot-com in 1998. He cofounded and became president of Priceline Travel, a division of Priceline.com, the e-commerce company that enables its customers to name their own low price for airline tickets, hotel rooms,... View Details
Keywords: James E. Aisner
- 30 Sep 2002
- Research & Ideas
Use the Psychology of Pricing To Keep Customers Returning
big bucks in the minds of most consumers. We see similar efforts by magazines that advertise their low per-issue prices or insurance companies that break the cost of their premiums down to a low, per-day... View Details
Keywords: by Manda Mahoney
- 22 Feb 2016
- Research & Ideas
The ‘Mother of Fair Trade’ was an Unabashed Price Protectionist
the survey results, Gleason, Philip, and their association of pharmacists lobbied the state legislature to toughen its policing power to set minimum price provisions advised by manufacturers and overseen by... View Details
- 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.
- November 2021 (Revised December 2021)
- Supplement
PittaRosso (B): Human and Machine Learning
By: Ayelet Israeli
This case supplements the "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion" case, and provides major highlights on what happened at the company since the first case. View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
Israeli, Ayelet. "PittaRosso (B): Human and Machine Learning." Harvard Business School Supplement 522-047, November 2021. (Revised December 2021.)
- August 2022 (Revised June 2024)
- Exercise
How Should Netflix Add an Ad-Supported Tier?
By: Elie Ofek and Olivier Toubia
In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture... View Details
Keywords: Pricing; Television Industry; Price; Marketing Strategy; Digital Platforms; Customer Value and Value Chain; Competitive Strategy; Customer Satisfaction; Entertainment and Recreation Industry
Ofek, Elie, and Olivier Toubia. "How Should Netflix Add an Ad-Supported Tier?" Harvard Business School Exercise 523-033, August 2022. (Revised June 2024.)