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(146)
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Show Results For
- All HBS Web
(146)
- News (30)
- Research (89)
- Multimedia (3)
- Faculty Publications (63)
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- Article
Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services." International Journal of Marketing Studies 8, no. 1 (February 2016).
- fall 1994
- Article
Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms
By: A. J. Silk and E. R. Berndt
Silk, A. J., and E. R. Berndt. "Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms." Journal of Economics & Management Strategy 3 (fall 1994): 437–480.
- March 1996 (Revised November 1997)
- Case
Dewar's (A): Brand Repositioning in the 1990's
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and... View Details
Keywords: Advertising; Customers; Brands and Branding; Marketing Strategy; Market Participation; Strategic Planning; Opportunities; Consumer Products Industry; Food and Beverage Industry; United Kingdom; United States
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (A): Brand Repositioning in the 1990's." Harvard Business School Case 596-076, March 1996. (Revised November 1997.)
- 2015
- Working Paper
Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services." Harvard Business School Working Paper, No. 15-093, June 2015.
- 2013
- Article
How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality
By: Alvin J. Silk and Charles King III
We analyze changes in concentration levels in the U.S. Advertising and Marketing Services industry using data from the U.S. Census Bureau's quinquennial Economic Census and the Service Annual Survey. These data, heretofore largely ignored, allow us to redress some of... View Details
Keywords: Concentration Levels; Data; U.S. Census Bureau’s Quinquennial Economic Census And The Service Annual Survey; Measurement Problems; Herfindahl-Hirschman Index; Concentration Ratios; Advertising; Advertising Industry; North and Central America
Silk, Alvin J., and Charles King III. "How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality." Journal of Current Issues & Research in Advertising 34, no. 1 (2013): 166–193.
- March 1996 (Revised November 1997)
- Case
Dewar's (C): Exploring New Media Opportunities
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details
Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (C): Exploring New Media Opportunities." Harvard Business School Case 596-094, March 1996. (Revised November 1997.)
- 2003
- Other Unpublished Work
Scale and Scope Economies in the Global Advertising and Marketing Services Business
By: Alvin J. Silk and Ernst R. Berndt
- 2008
- Working Paper
The Internalization of Advertising Services: An Inter-Industry Analysis
By: Sharon Horsky, Steven C. Michael and Alvin J. Silk
The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such outsourcing and examines inter-industry variation in the use of... View Details
Keywords: Advertising; Cost; Analytics and Data Science; Management Analysis, Tools, and Techniques; Service Operations; Creativity; Perception; Vertical Integration; Information Technology; Advertising Industry; United States
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Harvard Business School Working Paper, No. 09-007, July 2008.
- 2002
- Working Paper
Knowledge Spillovers and Growth in the Disagglomeration of the U.S. Advertising Agency Industry
By: Charles King III, Alvin J. Silk and Niels Ketelhohn
- 2001
- Working Paper
Geographic Concentration, Knowledge Spillovers, and Growth in the Evolution of the U.S. Advertising Agency Industry
By: Charles King, Alvin J. Silk and Niels Ketelhohn
- 2006
- Working Paper
Anomalies in Estimates of Cross-Elasticities for Marketing Mix Models: Theory and Empirical Test
By: Andre Bonfrer, Ernest R. Berndt and Alvin J. Silk
Bonfrer, Andre, Ernest R. Berndt, and Alvin J. Silk. "Anomalies in Estimates of Cross-Elasticities for Marketing Mix Models: Theory and Empirical Test." NBER Working Paper Series, No. 12756, December 2006.
- fall 2003
- Article
Knowledge Spillovers and Growth in the Disagglomeration of the U.S. Advertising Agency Industry
By: Charles King III, Alvin J. Silk and Niels Ketelhohn
King, Charles, III, Alvin J. Silk, and Niels Ketelhohn. "Knowledge Spillovers and Growth in the Disagglomeration of the U.S. Advertising Agency Industry." Journal of Economics & Management Strategy 12, no. 3 (fall 2003): 327–362.
- 09 Nov 2015
- Research & Ideas
These Employers Pay Higher Salaries than Necessary
Imagine you walk into a shop where you don’t know the prices. Maybe it’s a Turkish souk, redolent with smells of saffron and turmeric. Or maybe it’s a New Hampshire antique store, full of dusty shelves of enticing oddities. You pick out your View Details
- June 2003
- Teaching Note
Pepcid AC: Racing to the OTC Market (TN)
By: Charles King III, Alvin J. Silk and Ann Leamon
Teaching Note for (9-500-073). View Details
Keywords: Chemical Industry
- 2005
- Working Paper
On Inter-industry Variation in the Vertical Integration of Advertising Services
By: Sharon Horsky, Steven C. Michael and Alvin J. Silk
- 09 Sep 2014
- First Look
First Look: September 9
assessing the startup health care company's 2014 marketing plan. On December 31, 2013, Vaxess had obtained an exclusive license to a series of patents for a silk protein technology that, when added to vaccines, reduced or removed the need... View Details
Keywords: Sean Silverthorne
- 2012
- Article
The Unbundling of Advertising Agency Services: An Economic Analysis
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
We address a puzzle surrounding the shift from bundling to unbundling of U.S. advertising agency services and the slow pace of change over several decades. We model an agency’s decision as a tradeoff between the fixed cost to the advertiser of establishing a... View Details
Keywords: Bundling; Unbundling; Advertising Agency Services; Fixed Cost; Higher Media Prices; Volume; Diversification; Advertising; Change; Advertising Industry; United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "The Unbundling of Advertising Agency Services: An Economic Analysis." Review of Marketing Science 10, no. 1 (2012).
- 2010
- Working Paper
The Unbundling of Advertising Agency Services: An Economic Analysis
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling of services and the slow pace of change? Using Evans and Salinger's... View Details
Keywords: Advertising; Change; Forecasting and Prediction; Cost; Price; Analytics and Data Science; Surveys; Marketing Strategy; Media; Service Operations; Agency Theory; Mathematical Methods; Advertising Industry; United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "The Unbundling of Advertising Agency Services: An Economic Analysis." Harvard Business School Working Paper, No. 11-039, September 2010.
- 2008
- Working Paper
Economic Factors Underlying the Unbundling of Advertising Agency Services
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
This paper addresses a longstanding puzzle involving the unbundling of services that has occurredover more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the... View Details
Keywords: Transformation; Framework; Service Operations; Decisions; Relationships; Price; Diversification; Geography; Cost; Advertising Industry; United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "Economic Factors Underlying the Unbundling of Advertising Agency Services." NBER Working Paper Series, No. 14345, September 2008.
- 18 Jul 2018
- Research & Ideas
No More General Tso's? A Threat to 'Knowledge Recombination'
have unlocked new technologies in countries where they’ve migrated. When French Huguenots fled religious persecution in the 18th century, they came to Brandenburg-Prussia, where they brought secrets of cloth dyeing and silk production... View Details