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- All HBS Web
(149)
- News (52)
- Research (83)
- Events (1)
- Multimedia (9)
- Faculty Publications (45)
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- 17 Sep 2007
- Research & Ideas
Broadband: Remaking the Advertising Industry
to create viral marketing, is actually much less expensive. Say you're an advertiser and you want to reach the MySpace population segment. Do I want to be advertising on television, or do I want to somehow be advertising on MySpace?... View Details
- December 2015
- Article
Introduction: New Perspectives on Corporate Capital Structure
By: Viral Acharya, Heitor Almeida and Malcolm Baker
The National Bureau of Economic Research held a symposium titled "New Perspectives on Corporate Capital Structures" on April 5–6, 2013 in Cambridge, Massachusetts. In its call for the submission of theoretical and empirical papers for the symposium, the NBER noted that... View Details
Acharya, Viral, Heitor Almeida, and Malcolm Baker. "Introduction: New Perspectives on Corporate Capital Structure." Journal of Financial Economics 118, no. 3 (December 2015): 551–552.
- 29 Jan 2013
- Research & Ideas
Creating the Perfect Super Bowl Ad
convert consumer interest to purchases it might be time to reduce the volume on talking babies and dancing monkeys and up the attention on brand. Teixeira is now talking with companies that are trying to connect television ad campaigns with online View Details
- 10 Jul 2017
- Op-Ed
Op-Ed: It’s a Bad Idea to Ban Customers From Recording Videos
disallow photography or recordings. The strategy has superficial appeal: It protects employees and other customers who often don’t want to be captured for posterity. And if such a policy even slightly reduces the likelihood of a disastrous View Details
- 19 Nov 2019
- Op-Ed
Gender Bias Complaints against Apple Card Signal a Dark Side to Fintech
Hansson tweeted that after both he and his wife Jamie applied for the Apple Card with much of the same or shared financial information, he was astonished to receive a credit limit 20 times higher, despite his wife’s higher credit score. Cue the View Details
- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
many Facebook friends as possible. "Coke was proud to say it had more followers than any other brand," Deighton says. "But that lost favor." Next, online marketers deemphasized treating social media as a broadcast medium and instead focused on generation of View Details
- 28 Aug 2012
- First Look
First Look: August 28
after Transatlantic's failed effort at a merger of equals, and as several other unsuccessful bids for the company, one that was hostile. Purchase this case:http://hbr.org/search/313017-PDF-ENG Mekanism: Engineering Viral Marketing Thales... View Details
Keywords: Sean Silverthorne
- 02 May 2017
- First Look
First Look at New Research: May 2, 2017
showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and public outrage. It had learned years earlier in a prominent case about how fast viral content spreads and... View Details
Keywords: Carmen Nobel
- 21 Dec 2015
- Op-Ed
Without Immigrants, We Wouldn't Have Google
hundreds of millions of dollars. It also helped create viral marketing, which lets users help suppliers sell the product. Potential for commercial success once again triumphed over social station. Openness to outsiders also benefits major... View Details
- 14 Sep 2017
- Op-Ed
Op-Ed: Google Engineer Deserved to be Fired by the CEO
Google CEO Sundar Pichai. Credit: Steven Zimmerman/Wikipedia Commons Google software engineer James Damore’s ten-page manifesto excoriating his employer for its diversity initiatives incited a major controversy in August about affirmative action and free speech.... View Details
Keywords: by Bill George
- 03 Jun 2020
- Research & Ideas
Who Guarantees Your Workplace Is Safe for Return?
50-60 percent recommended to minimize viral transmission. Sensors: Air quality and other measurable conditions. While it’s not currently possible to test directly for coronaviruses in the air, other measures like particulate counts,... View Details
- 11 Jun 2013
- First Look
First Look: June 11
themselves (e.g., inbound marketing), (3) outsourcing content creation (e.g., via crowdsourcing), or (4) outsourcing content distribution (e.g., viral marketing). Benefits and challenges of these four approaches are discussed and their... View Details
Keywords: Carmen Nobel
- 26 Jul 2016
- Research & Ideas
Where will Pokémon Go with Your Personal Information?
all time. Data analytics firm Similar Web reported that in its first week alone, the app had been installed on nearly 11 percent of all Android phones in the United States, and surpassed Twitter’s daily usage shortly thereafter. Pokémon Go is a game sensation. Beyond... View Details
- 01 Aug 2017
- First Look
First Look at New Research and Ideas, August 1
viral load more than 200 copies/ml despite ART. The sample sizes of the three groups were as follows: PVI, n=21; incentive choice, n=19; and passive control, n=70. Main outcome measure: Virologic suppression (plasma HIV-1 View Details
Keywords: Sean Silverthorne
- 07 Dec 2016
- HBS Case
Why Millennials Flock to Fintech for Personal Investing
through direct ads or referrals by early adopters who post about their services. “Their way to capture clients is through viral acquisition,” says Viceira. Lastly, fintech firms save costs by outsourcing money management expertise to... View Details
- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
in improving its cost effectiveness,” says Greenstein. “Those efforts—and lessons learned—are relevant across many formats, not just PCs. There is so much more to come.” Related Reading: Dear Internet: You Are Extraordinary But Not Exceptional Advertising Symbiosis:... View Details
- 06 Mar 2012
- First Look
First Look: March 6
Science of Viral Ads Author:Thales Teixeira Publication:Harvard Business Review 90, no. 3 (March 2012) Abstract It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers... View Details
Keywords: Sean Silverthorne
- 24 Apr 2012
- First Look
First Look: April 24
costs; conditions when a startup should consider vertical integration; the nature of first- and late-mover advantage; and conditions that favor viral marketing. The note concludes with practical guidelines for early-stage entrepreneurs on... View Details
Keywords: Carmen Nobel
- 05 May 2009
- First Look
First Look: May 5, 2009
membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to influence each other's behavior. This potential viral or... View Details
Keywords: Martha Lagace
- 25 Mar 2014
- First Look
First Look: March 25
School Case 514-079 Dumb Ways to Die: Advertising Train Safety (A) The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept... View Details
Keywords: Sean Silverthorne