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    V. Kasturi Rangan

    Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

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

    Connect with Clubs - Recruiting

    Hire Talent Connect with Clubs Hire Talent Connect with Clubs Partner with a HBS Student Club Reach targeted groups of students by connecting with over 50 career-related student clubs. Work with club leaders to sponsor events, advertise... View Details
    • 08 May 2012
    • First Look

    First Look: May 8

    Peter A. Coles, Elena Corsi, and Vincent DessainHarvard Business School Case 912-022 French advertising company JCDecaux and the city of Paris jointly developed Vélib', a wildly popular bicycle sharing system. Despite Vélib's public... View Details
    Keywords: Carmen Nobel
    • 07 Jun 2023
    • HBS Case

    3 Ways to Gain a Competitive Advantage Now: Lessons from Amazon, Chipotle, and Facebook

    the same customers. The Ordinary reduces costs. The no-frills cosmetic brand eschews the kind of product customization and coveted celebrity endorsements often seen in the industry, cutting research and development and advertising costs.... View Details
    Keywords: by Michael Blanding
    • 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
    • May 2024
    • Background Note

    Pricing Strategy and Channels of Distribution: Where Value Delivery and Value Capture Intersect

    By: Elie Ofek
    Channels of distribution are a critical component of a firm’s go-to-market strategy. A company may elect to sell its products directly to customers (DTC) without the assistance of any intermediaries or, alternatively, it may seek several channel partners to help it... View Details
    Keywords: Price; Distribution Channels; Business Strategy; Markets
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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

        Jill J. Avery

        Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

        Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; 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
        • 17 Jan 2024
        • HBS Case

        Psychological Pricing Tactics to Fight the Inflation Blues

        pricing is everywhere—because it still works Charm pricing is one of the most familiar pricing techniques out there: setting prices ending in 99, whether it’s a supermarket advertising fruit at $2.99 a pound or a streaming service... View Details
        Keywords: by Jay Fitzgerald; Consumer Products; Retail

          Rohit Deshpande

          Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program,... View Details

          Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
          • 17 Dec 2013
          • First Look

          First Look: December 17

          self-reinforcing during the sample period, which, in turn, has implications for the consequences of IFRS adoption. Publisher's link: http://ssrn.com/abstract=1590245 August 2013 Journal of Advertising Research Optimizing the Amount of... View Details
          Keywords: Carmen Nobel
          • February 2021 (Revised May 2021)
          • Case

          SafeGraph: Selling Data as a Service

          By: Ramana Nanda, Abhishek Nagaraj and Allison Ciechanover
          Set in January 2021, the CEO of SafeGraph, a four-year-old startup that sold Data as a Service, looked to the future. His aim was to become the most trusted source for data about a physical place. The company provided points of interest (POI) and foot traffic data on... View Details
          Keywords: Data As A Service; Monetization; Pricing; Business Startups; Analytics and Data Science; Consumer Behavior; Analysis; Business Model; Health Pandemics; Information Industry; United States
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            Ryan L. Raffaelli

            Ryan Raffaelli is the Marvin Bower Associate Professor of Business Administration at Harvard Business School. He created and teaches the MBA course "Leadership: Execution and Action Planning" (LEAP) and serves... View Details

            Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
            • 2011
            • Working Paper

            The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

            By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta
            Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details
            Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods
            Related
            • 22 May 2024
            • HBS Case

            Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

            brands after learning about them from TikTok creators versus advertising from companies. But even ads created specifically for TikTok had a 27 percent higher “completion rate”—when viewers watch the whole ad— than ads that were repurposed... View Details
            Keywords: by Rachel Layne; Technology

              Ashish Nanda

              Ashish Nanda is Senior Lecturer and C. Roland Christensen Distinguished Management Educator at Harvard Business School. From 2018 to 2021, he was course head for the MBA Required Curriculum course in Strategy. Beginning in 2022, he is teaching an MBA Elective... View Details

              Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

                Das Narayandas

                Das Narayandas is the Edsel Bryant Ford Professor of Business Administration at the Harvard Business School. His academic credentials include a Bachelor of Technology degree in Engineering from the Indian Institute of Technology, Bombay (IITB), a Post-Graduate... View Details

                Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

                  Rosabeth M. Kanter

                  Rosabeth Moss Kanter holds the Ernest L. Arbuckle Professorship at Harvard Business School, specializing in strategy, innovation, and leadership for change. Her strategic and practical insights guide leaders worldwide through teaching, writing, and direct... View Details

                  Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
                  • TeachingInterests

                  The Business of Entertainment, Media, and Sports (MBA)

                  By: Anita Elberse
                  This second-year MBA course is primarily designed for students pursuing a career in the entertainment, media and sports sectors -- including film, television, music, publishing, video games, the performing arts, sports, fashion, and advertising -- or who plan to work... View Details