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  • 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
  • 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

    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
    • 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

      Youngme Moon

      Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

      Keywords: advertising; advertising; 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
        • Web

        Research - Global

        824-034. Entrepreneurs often struggle with the question of whether to found solo or alongside one or more cofounders. This case is comprised of three vignettes detailing common founding scenarios: the first-time technical founder; the... June 2025 Case Full-funnel... View Details

          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
          • 08 Aug 2022
          • HBS Case

          Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

          What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details
          Keywords: by Shalene Gupta; Media & Broadcasting; Music
          • 13 Oct 2010
          • First Look

          First Look: October 13, 2010

          http://www.hbs.edu/research/pdf/11-038.pdf The Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Abstract We address a longstanding puzzle... View Details
          Keywords: Sean Silverthorne

            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

              Thomas R. Eisenmann

              Thomas R. Eisenmann is the Howard H. Stevenson Professor of Business Administration at the Harvard Business School; Peter O. Crisp Faculty Chair, Harvard Innovation Labs; and Unit Head of the HBS Entrepreneurial... 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
              • 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
              • March 2025
              • Article

              Does Communicating Measurable Diversity Goals Attract or Repel Historically Marginalized Job Applicants? Evidence from the Lab and Field

              By: Erika L. Kirgios, Ike Silver and Edward H. Chang
              Many organizations struggle to attract a demographically diverse workforce. How does adding a measurable goal to a public diversity commitment—for example, “We care about diversity” versus “We care about diversity and plan to hire at least one woman or racial minority... View Details
              Keywords: Selection and Staffing; Recruitment; Diversity; Goals and Objectives; Communication Intention and Meaning; Behavior
              Related
              • October 2006 (Revised March 2007)
              • Case

              Production I.G: Challenging the Status Quo

              By: Andrei Hagiu, Tarun Khanna, Felix Oberholzer-Gee, Masako Egawa and Chisato Toyama
              In July 2006, Mitsuhisa Ishikawa wondered how he could further enhance the success and visibility of his animation production company headquartered in Tokyo, Production I.G. For the year ended May 2006, Production I.G. had sales of 5,439 million yen ($47.3 million),... View Details
              Keywords: Business Growth and Maturation; Competitive Advantage; Markets; Animation Entertainment; Going Public; Growth and Development Strategy; Motion Pictures and Video Industry; Tokyo
              Related
              • September 2007
              • Article

              (Noisy) Communication

              By: Bharat Anand and Ron Shachar
              Communication is central to many settings in marketing and economics. A focal attribute of communication is miscommunication. We model this key characteristic as a noise in the messages communicated, so that the sender of a message is uncertain about its perception by... View Details
              Keywords: Communication Intention and Meaning; Interpersonal Communication; Cost vs Benefits; Marketing Communications; Performance Improvement; Mathematical Methods
              Related
              • 29 Nov 2010
              • HBS Case

              United Breaks Guitars

              are. You can't hope to project an idealized version of the truth." The old rules of marketing and advertising still apply, too: "The genius is not in the choice of medium: in the simple idea of using social media to fight social... View Details
              Keywords: by Julia Hanna

                Nancy F. Koehn

                Nancy F. Koehn is a historian at the Harvard Business School where she holds the James E. Robison chair of Business Administration. Koehn's research focuses on crisis leadership and how leaders and their teams rise to the challenges of high-stakes situations. Her... View Details

                Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
                • 05 Feb 2013
                • First Look

                First Look: Feb. 5

                work by other researchers. The memorable propositions that he formulated have probably done more than any other academic to transform views of negotiation toward an interest-based, joint problem-solving conception.   Working PapersThe Dynamic View Details
                Keywords: Sean Silverthorne
                • Profile

                Pam Chan

                Her role: advertising sales for Southeast Asia. "All companies say they want to be transformed digitally," Pam observes, "but most are struggling. It makes sense to start with digital View Details
                Keywords: CPG; Tech