Publications

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

Educators

2003
Other Unpublished Work

Scale and Scope Economies in the Global Advertising and Marketing Services Business

By: Alvin J. Silk and Ernst R. Berndt

Keywords: Globalized Firms and Management; Advertising; Marketing; Advertising Industry

1991
Chapter

Marketing Planning and Organization

By: R. J. Dolan and A. J. Silk

Keywords: Marketing; Planning; Organizational Design

March 1996 (Revised October 1997)
Case

Dewar's (B): Preliminary Results of the Repositioning Campaign

By: Alvin J. Silk and Lisa Klein Pearo

Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. View Details

Keywords: Product Positioning; Marketing Strategy; Advertising Campaigns; Food and Beverage Industry

Educators

June 2004
Article

Holding Company Cost Economies in the Global Advertising and Marketing Services Business

By: Alvin J. Silk and Ernst R. Berndt

Keywords: Cost; Economy; Advertising; Marketing; Business Ventures

Find at Harvard

15 Jan 2013
First Look

First Look: January 15

also presents difficult choices that executives had to make about the LEGO Group's strategy, choice of primary customers, core capabilities, and organizational structure. Purchase this case:http://hbr.org/search/113054-PDF-ENG Nalli Silk... View Details

Keywords: Sean Silverthorne

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

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

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

Keywords: Knowledge; Growth and Development; Advertising; Advertising Industry; United States

SSRN

Find at Harvard

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

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

Keywords: by Michael Blanding; Employment; Technology; Computer

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

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