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Show Results For
- All HBS Web
(485)
- News (49)
- Research (326)
- Events (4)
- Multimedia (4)
- Faculty Publications (207)
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- 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... View Details
- February 2009 (Revised March 2009)
- Case
Publicis Groupe 2009: Toward a Digital Transformation
By: Rosabeth M. Kanter and Matthew Bird
After a series of acquisitions, Maurice Levy, the Chairman and CEO of Publicis Groupe, had created the fourth largest marketing and communications company in the world. His next major challenge was managing the firm's digital transformation. In December 2006, the... View Details
Keywords: Mergers and Acquisitions; Transformation; Financial Crisis; Globalized Firms and Management; Leading Change; Organizational Change and Adaptation; Expansion; Information Technology; Advertising Industry; Advertising Industry
Kanter, Rosabeth M., and Matthew Bird. "Publicis Groupe 2009: Toward a Digital Transformation." Harvard Business School Case 309-085, February 2009. (Revised March 2009.)
- 2015
- Other Unpublished Work
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Lingling Zhang, Clarence Lee and Anita Elberse
- 26 Oct 2017
- Research Event
In an Era of 'Fake News,' What is the Future of Advertising and Publishing?
A year ago, discussions of the business of digital media may have focused on the plateauing ebook market or the diminishing pay for content providers. But after the 2016 presidential election, in which Russian operatives allegedly used... View Details
- 25 Feb 2015
- Lessons from the Classroom
Scholars and Students Unpack the Digital Business Revolution
Think of Harvard Business School's recently launched the Digital Initiative (D/I) as a giant laboratory, where leading scholars and practitioners convene to research, teach, and put into practice new understandings about the relentless... View Details
- May–June 2023
- Article
Which Firms Gain from Digital Advertising? Evidence from a Field Experiment
By: Weijia Dai, Hyunjin Kim and Michael Luca
Measuring the returns of advertising opportunities continues to be a challenge for many
businesses. We design and run a field experiment in collaboration with Yelp across 18,294
firms in the restaurant industry to understand which types of businesses gain more from... View Details
Dai, Weijia, Hyunjin Kim, and Michael Luca. "Which Firms Gain from Digital Advertising? Evidence from a Field Experiment." Marketing Science 42, no. 3 (May–June 2023): 429–439.
- 2008
- Working Paper
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
By: Alvin J. Silk and Charles King III
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details
Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Advertising Industry; United States
Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.
- 30 Nov 2009
- Research & Ideas
Tracks of My Tears: Reconstructing Digital Music
the pricing of digital songs, a study on the reach and effectiveness of online video advertisements for video games and movies, and a project on how online retailers of entertainment goods can best manage... View Details
- August 2012
- Background Note
Marketing Communications
By: Thales S. Teixeira and Thales S. Teixeira
This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how... View Details
Keywords: Marketing Communication; Advertising; Promotion; Social Media; Digital Media; Viral Advertising; Marketing; Communications Industry; North and Central America
Teixeira, Thales S. "Marketing Communications." Harvard Business School Background Note 513-041, August 2012.
- June 2016
- Case
Publicis Groupe 2016: Maurice and the Millennials
By: Rosabeth Moss Kanter and Jonathan Cohen
Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the advertising and marketing firm to an integrated digital-ready enterprise to address industry changes. In early 2016, following a reorganization, he... View Details
Keywords: Managing Change; Transformations; Digital; Millennials; Change; Innovation; Acquisitions; Merger; Culture; Advertising Agency; Reorganization; Organizational Change and Adaptation; Information Technology; Change Management; Restructuring; Management Succession; Marketing; Mergers and Acquisitions; Transformation; Innovation and Invention; Digital Marketing; Advertising Industry
Kanter, Rosabeth Moss, and Jonathan Cohen. "Publicis Groupe 2016: Maurice and the Millennials." Harvard Business School Case 316-127, June 2016.
- Research Summary
Overview
Rayport focuses his teaching and research on launching and scaling technology ventures, with emphasis on digital media, e-commerce, and multi-channel retail. View Details
Keywords: Entrepreneurial Management; Digital Marketing; Digital Innovation; Digital Media; E-commerce; E-Commerce Strategy; ＂Marketing Analytics＂; Advertising Technology; Technology Entrepreneurship; Entrepreneurship; Technological Innovation; Marketing Strategy; Service Operations; Technology Industry; Retail Industry; Media and Broadcasting Industry; Consumer Products Industry; United States; European Union; China
- 29 Feb 2016
- HBS Case
Bigbelly's Big Bet on the Digital Trash Can
phone from those who fear the technology will be used to capture personal information. Bigbelly aims to add digital advertising to its connected waste and recycling stations. While their ads are static for... View Details
- June 2013
- Article
How to Profit from 'Lean Advertising'
By: Thales S. Teixeira
This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details
Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry
Teixeira, Thales S. "How to Profit from 'Lean Advertising'." Harvard Business Review 91, no. 6 (June 2013): 23–25.
- August 2012
- Teaching Note
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details
- April 2012 (Revised April 2013)
- Case
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira and Alison Caverly
Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, April 2012. (Revised April 2013.)
- April 2021
- Teaching Note
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details
Keywords: Influencer Marketing; Influencers; Influencer; Monetization; Monetization Strategy; Female; Female Entrepreneur; Female Protagonist; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Advertising Industry; Advertising Industry; Advertising Industry; London; United Kingdom; Europe; North America
- 09 Aug 2013
- Research & Ideas
Read All About It: Digital CEO Buys Traditional Media!
the world are trying to reinvent themselves for digital success. Indeed, few strategic problems are as hard as those confronting newspapers—declining print revenues, even greater declines in advertising... View Details
- 25 Aug 2003
- Research & Ideas
Should You Sell Your Digital Privacy?
regulatory approach? Isn't the telemarketing hotline working? Deighton: Regulation solution routinely disappoints. Rules lag behind the cunning of those who want to exploit the limitations of the rules, particularly in the nimble digital... View Details
- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their... View Details
Keywords: Advertisers; Advertising Media; Media And Broadcasting Industry; Retail; Retail Analytics; Retail Promotion; Retailing; Ecommerce; E-Commerce Strategy; E-commerce; Marketing Communication; Targeting; Targeted Advertising; Targeted Marketing; Advertising; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Media; Marketing Channels; Advertising Industry; Advertising Industry; Advertising Industry; United States
Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
- March 2001 (Revised September 2005)
- Case
Madison Avenue: Digital Media Services (C)
By July 2000, Madison Avenue had experienced extraordinary growth in sales, employees, clients, and service offerings. From late 1999 to July 2000, the company had taken several initiatives to redesign its internal processes so that the firm could continue to grow,... View Details
Keywords: Service Operations; Digital Marketing; Product Development; Growth and Development Strategy; Advertising Industry
Spear, Steven J., and Anne Karshis. "Madison Avenue: Digital Media Services (C)." Harvard Business School Case 601-077, March 2001. (Revised September 2005.)