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  • Web

Great American Business Leaders of the 20th Century - Leadership

Walter Thompson Advertising Agency, 1916–1955 Charles H. Revson Revlon, 1932–1974 Richard S. Reynolds, Jr. Reynolds Corporation, 1948–1976 Arthur Reynolds Continental & Commercial Bank, 1919–1929 Richard J. Reynolds R. J. Reynolds Tobacco... View Details
  • 2019
  • Working Paper

The Comprehensive Effects of a Digital Paywall Sales Strategy

By: Doug J. Chung, Ho Kim and Reo Song
This paper explores the multiple and comprehensive effects of a digital paywall sales strategy, an increasingly common means of go-to-market for media firms. Specifically, we examine the effects of a digital paywall on a media firm’s two sources of income—subscription... View Details
Keywords: Digital Paywall; Demand Substitution; Spillover Effect; Synthetic Control; Sales; Strategy; Media; Newspapers; Publishing Industry
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  • March 2023
  • Supplement

Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)

By: Linda A. Hill and Emily Tedards
In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new... View Details
Keywords: Innovation Leadership; Organizational Culture; Advertising Industry; Advertising Industry; Advertising Industry; United States
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  • September 2017
  • Supplement

Actera Group: Investing in Mars Cinema Group (B)

By: Victoria Ivashina and Eren Kuzucu
In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... View Details
Keywords: Private Equity; Value Creation; Transformation; Valuation; Entertainment and Recreation Industry; Motion Pictures and Video Industry; Turkey
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  • Web

Marketing - Faculty & Research

make important contributions in the future. The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically... View Details
  • April 2012
  • Article

Broadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry

By: Jonathan R. Clark and Robert S. Huckman
The long-standing argument that focused operations outperform others stands in contrast to claims about the benefits of broader operational scope. The performance benefits of focus are typically attributed to reduced complexity, lower uncertainty, and the development... View Details
Keywords: Performance Capacity; Operations; Advertising; Production; Corporate Strategy; Relationships; Medical Specialties; Complexity; Risk and Uncertainty; Experience and Expertise; Diversification; Quality; Health Industry
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  • 18 Nov 2014
  • First Look

First Look: November 18

  Publications November 2014 Wiley Encyclopedia of Management Management as a Profession By: Khurana, Rakesh, and Eric Baldwin Abstract—No abstract available. Publisher's link: http://www.wiley.com/WileyCDA/WileyTitle/productCd-1119972515.html November 2014 Marketing... View Details
Keywords: Sean Silverthorne
  • 09 Dec 2002
  • Research & Ideas

Unilever—A Case Study

animal feeds. In Europe, its food business spanned all stages of the industry, from fishing fleets to retail shops. Among its range of ancillary services were shipping, paper, packaging, plastics, and advertising and market research.... View Details
Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail
  • March 2011 (Revised December 2012)
  • Case

Demand Media

By: John Deighton and Leora Kornfeld
Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry
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  • 28 May 2014
  • Working Paper Summaries

Leveraging Market Power Through Tying and Bundling: Does Google Behave Anti-Competitively?

Keywords: by Benjamin Edelman
  • 21 Jan 2014
  • First Look

First Look: January 21

Publications August 2013 Journal of Economic Behavior & Organization Awards Unbundled: Evidence from a Natural Field Experiment By: Ashraf, Nava, Oriana Bandiera, and Scott Lee Abstract—Organizations often use non-monetary awards to incentivize performance. Awards... View Details
Keywords: Sean Silverthorne
  • November 2019 (Revised September 2022)
  • Case

TripAdvisor: An Itinerary for Growth

By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details
Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts
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  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

Advertising Symbiosis: The Key to Viral Videos The Revolution in Advertising: From Don Draper to Big Data Why Comparing Apples to Apples Online Leads To More Fruitful Sales What do you think? What big flops and bold wins have businesses... View Details
Keywords: by Dina Gerdeman; Advertising; Advertising
  • 11 Dec 2023
  • Research & Ideas

Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits

transforming how work is done and how people are paid for it. This heightened tension between moral and material goals may be nowhere as intense as it is in journalism, a field with strong ethical convictions at its core, but whose business model has been decimated by... View Details
Keywords: by Scott Van Voorhis
  • 15 Feb 2011
  • First Look

First Look: Feb. 15

each complementing the other. Government Advertising and Media Coverage of Corruption Scandals Authors:Rafael Di Tella and Ignacio Franceschelli Publication:American Economic Journal: Applied Economics (forthcoming) Abstract : We... View Details
Keywords: Sean Silverthorne
  • May 28, 2019
  • Other Article

How Russia Found a Disinformation Haven in America

By: Rawi Abdelal and Galit Goldstein
The Mueller Report established that “the Russians” undertook information operations campaigns to meddle in the 2016 U.S. presidential election. Though this has been clear for a long time, Americans continue to discuss Russian information operations in the wrong way.... View Details
Keywords: Elections; Donald Trump; Political Elections; National Security; Information Technology; Governing Rules, Regulations, and Reforms; Social Media; Russia; United States
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  • 16 Nov 2016
  • Research & Ideas

Turning One Thousand Customers into One Million

to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads, and YouTube video ads offer many... View Details
Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations
  • October 2015
  • Case

BandPage (A)

By: Karim R. Lakhani, Colin Maclay and Greta Friar
BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details
Keywords: Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry
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    Julian De Freitas

    Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

    Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
    • Web

    Privacy Notice | About

    performing marketing, promotions and advertising, either directly or through third-parties. These activities may include interest-based advertising, targeted advertising and online behavioral advertising in... View Details