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  • June 2025
  • Supplement

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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    Maria P. Roche

    Maria Roche is an Assistant Professor in the Strategy Unit. She teaches the MBA elective Innovating at Scale and contributes to teaching in executive education programs. Her research examines how specialized knowledge is commercialized and how... View Details

    Keywords: education industry; biotechnology; high technology
    • 06 Feb 2011
    • News

    Symposium puts spotlight on value in health care

      John W. Pratt

      John W. Pratt is a professor of business administration, emeritus, at Harvard Business School. He was educated at Princeton and Stanford, specializing in mathematics and statistics. Except for two years at the University of Chicago, and a sabbatical in Kyoto on a... View Details

        Jan W. Rivkin

        Jan W. Rivkin is a Professor in the Strategy Unit at Harvard Business School. In the past, he has served as Faculty Chair of the MBA Program, Senior Associate Dean for Research, and head of the Strategy Unit. His research, course development, and teaching focus on... View Details

        Keywords: airline; computer; internet; music; transportation

          Rebecca A. Karp

          Rebecca Karp is an Assistant Professor in the Strategy Unit at Harvard Business School. She teaches Strategy in the MBA required curriculum. Professor Karp is a field researcher and ethnographer. Her research examines how companies formulate and... View Details

          • 21 Jun 2021
          • News

          A New Study Quantifies the Cost of Gender Bias: 6,500 Missed Opportunities for Women

            Eva Ascarza

            Eva Ascarza is the Jakurski Family Associate Professor of Business Administration in the Marketing Unit.  She is the co-founder of the Customer Intelligence Lab at the D^3 institute at Harvard Business School. She teaches the Marketing core in the MBA required... View Details

            Keywords: telecommunications; e-commerce industry; entertainment; financial services; retailing
            • 31 Jul 2018
            • News

            On Breaking Convention

              Malcolm P. Baker

              Malcolm Baker is the Robert G. Kirby Professor of Business Administration at the Harvard Business School, where he teaches the required course in finance and a short immersive program on investing in life sciences.

              His research is in the... View Details

              Keywords: asset management; biotechnology; financial services; high technology; investment banking industry; pharmaceuticals; private equity (LBO funds); shipping; transportation
              • 29 Jun 2021
              • News

              Summer 2021 Reading List

                Robert C. Merton

                Robert C. Merton is the School of Management Distinguished Professor of Finance at the MIT Sloan School of Management.

                Merton is University Professor Emeritus at Harvard University and was the George Fisher Baker Professor of... View Details

                Keywords: banking; brokerage; financial services; insurance industry; investment banking industry; retail financial services

                  Marco E. Tabellini

                  Marco Tabellini is an assistant professor in the Business, Government, and International Economy unit and is affiliated with the National Bureau of Economic Research (NBER), the Center for Economic Policy Research (CEPR), the Centre for Research... View Details

                  • June 2025
                  • Exercise

                  Full-Funnel Advertising on TikTok: An Experiment

                  By: Jeremy Yang and Ayelet Israeli
                  TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
                  Related
                  • 12 Jun 2018
                  • First Look

                  New Research and Ideas, June 12, 2018

                  https://www.hbs.edu/faculty/Pages/item.aspx?num=54559 Harvard Business School Case 118-016 Data Science at Target Paritosh Desai joined Target.com in 2013 as VP of Business... View Details
                  Keywords: Dina Gerdeman
                  • March 2017
                  • Case

                  SEAS and HBS in Allston

                  By: Thomas R. Eisenmann and Kerry Herman
                  The case describes opportunities for and barriers to collaboration between the Harvard School of Engineering and Applied Sciences (SEAS) and Harvard Business School as SEAS prepares to move two-thirds of its faculty and classes to a new campus in Allston, 1.5 miles... View Details
                  Keywords: Business Education; Engineering; Strategy; Partners and Partnerships; Change Management; Education Industry; United States
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                    George Serafeim

                    George Serafeim is the Charles M. Williams Professor of Business Administration at Harvard Business School. He co-leads a Lab, within Harvard's Digital, Data, Design Institute, and serves on the faculty steering commitee of Harvard University's Salata Institute. He... View Details

                    Keywords: asset management; insurance industry; automobiles; industrial goods; fashion; food; green technology
                    • October 2023 (Revised April 2024)
                    • Case

                    Veeva Systems: The Next Frontier

                    By: Satish Tadikonda and William Marks
                    Born out of a desire to bring technological advances in enterprise software into the healthcare vertical, Peter Gassner and Matt Wallach founded Veeva to bring life sciences companies into the digital age for data management in both the commercial and R&D sectors. Over... View Details
                    Keywords: Business Model; Governance Compliance; Applications and Software; Growth Management; Expansion; Technology Industry
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                      Tsedal Neeley

                      Tsedal Neeley is the Senior Associate Dean and Chair of the MBA program at Harvard Business School, where she is the Naylor Fitzhugh Professor of Business Administration, Faculty Chair of the... View Details

                      • 11 Jun 2019
                      • News

                      Financial Aid Gift to Support Joint Degree Program Students