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  • 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
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    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

      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
      • 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

        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
        • 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
        Related
        • 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
        • 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
        • Web

        Standards of Conduct - Recruiting

        Thursday, October 2, 2025: Direct outreach and event advertising may begin. Monday, October 6, 2025: Recruiting events may begin. Monday, January 5, 2026: Organizations may begin interviewing students. Interviews for international... View Details
        • 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

          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
          • 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

            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
            • 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
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              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
              • Web

              Topics - HBS Working Knowledge

              Browse All topics Accounting Audits (3) Accounting (119) Acquisition (20) Activity Based Costing and Management (2) Adaptation (7) Adoption (3) Advertising Campaigns (6) Advertising (77) Agency Theory (3)... View Details
              • February 2019 (Revised September 2019)
              • Case

              Theranos: The Unicorn That Wasn't

              By: Joseph B. Fuller and John Masko
              In 2003, 19-year-old Elizabeth Holmes founded a startup dedicated to making blood testing easier and more affordable. By 2015, her company, Theranos, was worth $9 billion. It boasted a star-studded board and contracts with national pharmacy and supermarket chains... View Details
              Keywords: Theranos; Blood; Lab Testing; Fraud; Holmes; Balwani; Shultz; Carreyrou; Securities And Exchange Commission; Food And Drug Administration; FDA; SEC; Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Entrepreneurship; Medical Devices and Supplies Industry
              Related
              • 26 Aug 2019
              • Research & Ideas

              Lipstick Tips: How Influencers Are Making Over Beauty Marketing

              by third-party product reviews at 59 percent, and beauty professionals at 55 percent. Company advertisements ranked much lower at 44 percent, and public figures and celebrities garnered only 34 percent. In evaluating beauty products, the... View Details
              Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics