Publications

January 1996
Background Note

Brand Valuation Methodology: A Simple Example

By: Alvin J. Silk

Provides a simple illustration of a methodology for making a financial evaluation of a brand. View Details

Keywords: Finance; Brands and Branding; Valuation

January 1994 (Revised March 2000)
Background Note

Notes on Reliability and Attitude Measurement

By: Alvin J. Silk

Keywords: Attitudes; Performance Consistency

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24 Apr 2014
News

Saving lives through new vaccine technology

negligible, the problem is that shipping vaccines requires expensive cold storage and distribution. The solution that Vaxess provides is a room-temperature-storage technology using silk proteins, which lowers costs and broadens... View Details

March 1994 (Revised April 1994)
Background Note

Notes on Thurstone Scaling

By: Alvin J. Silk

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August 1993 (Revised May 1994)
Case

American Airlines' Value Pricing (A)

By: Alvin J. Silk

In April 1992, American Airlines launched "Value Pricing" -- a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing... View Details

Keywords: Price; Marketing Channels; Consumer Behavior; Performance Expectations; Value Creation; Aerospace Industry

February 1990 (Revised August 1990)
Background Note

Questionnaire Design and Development

By: Alvin J. Silk

An introduction to the design of questionnaires administered in surveys undertaken in management and social science research. Outlines a multistep process for developing a questionnaire. View Details

Keywords: Questionnaires

01 Apr 2001
News

Adventure in China

trips that include biking along the Silk Road, hiking pilgrimage trails in Tibet, or exploring Shanghai’s colonial past. “This year we will have several thousand clients, mostly foreigners,” Zhang said. “By 2002, we aim to have half... View Details

Keywords: Personal Services

14 Oct 2008
Research & Ideas

Should You Bring Advertising Expertise In-House?

If Mad Men advertising hotshot Don Draper was operating on Madison Avenue today, he would find competition coming from more than just other ad firms. A recent study by Harvard Business School professor emeritus Alvin J. Silk and... View Details

Keywords: by Sarah Jane Gilbert; Advertising

Web

Photograph Albums - Photography Collections - Historical Collections

and western New England. This album depicts the aftermath of the disaster including landslides and flood-damaged railroad tracks and bridges of the Boston and Albany Railroad Co. near Becket, Massachusetts. Plucking Cocoons . Central Raw View Details

Web

Site Credits | Baker Library | Bloomberg Center | Harvard Business School

TV Bibliography From the Director Site Credits Visit & Contact Us Special Collections Baker Library Search Search Search U.S. Steel Resources Site Credits Site Credits Guest Curator Melissa Banta HBS Faculty Benson P. Shapiro Malcolm P. McNair Professor of Marketing,... View Details

01 Mar 2017
News

Weaving Success in India

India and the 89-year story of Nalli, his family’s iconic silk sari company. Chetti, interviewed by Professor V.G. Narayanan, is one of 80-plus noteworthy business leaders from Africa, Mexico, Central and South America, South Asia, and... View Details

Keywords: April White

Career Coach

Annette Rodriguez-Ferrer

I Corp (NASDAQ: SDAC). Notable board roles during her tenure at Warburg Pincus include Gabe’s, TriMark, Outset Medical (NASDAQ: OM), Silk Road Medical (NASDAQ: SILK), Glansaol and Wencor Group. She was also actively engaged in portfolio... View Details

Keywords: Consumer Products; Entrepreneurship; Impact Investing; Financial Services (All); Investment Banking; Financial Services (All); Investment Management; Financial Services (All); Private Equity; Financial Services (All); Health Care; Retail; Startup - Founder; Entrepreneurship; Startup - Joiner; Entrepreneurship

01 Jun 1996
News

Reinventing Marketing

he and Silk have set out to do at HBS. Marketing's New Mission Quelch and Silk, leaders of the Marketing unit since 1994, have adopted five imperatives to guide the department in addressing these significant changes. The unit has... View Details

Keywords: Mary Jane Higgins; Illustration by Peter Hoey

01 Sep 2020
News

Alumni and Faculty Books for September 2020

the Pros aims be a truly accessible, easy-to-understand resource available to help them. Using real-world examples and actual Wall Street models used by the pros, the authors teach you how to pick stocks in a highly accessible, step-by-step manner. Faculty Books China... View Details

01 Apr 2000
News

Getting the Message

attractive outfit walked across the screen carrying a sign that pitched a product. These almost literal translations of billboard and magazine ads did little more than set the previous forms in motion. HBS professor emeritus Alvin J. Silk... View Details

Keywords: Susan Young

May 2021
Teaching Note

American Airlines' Value Pricing (Abridged)

By: Sunil Gupta and Alvin J. Silk

Teaching Note for HBS Case No. 519-019. View Details

Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry