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    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
    • 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
    • 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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    • 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
    • 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
      • 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
      • 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
      • 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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        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

          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
          Related
          • 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
          • 02 Mar 2007
          • What Do You Think?

          What Is the Government’s Role in US Health Care?

          various free market mechanisms for addressing these issues. Where to start? Paul Jackson suggests that "The only thing the government should be involved with is controlling the drug, insurance, and medical industry advertising spending... View Details
          Keywords: by Jim Heskett; Health
          • 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
          • 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

            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
            • 19 Oct 2010
            • First Look

            First Look: October 19, 2010

            give more, that giving indeed causes increased happiness, and that these two relationships may operate in a circular fashion. Second, we consider whether advertising these benefits of charitable giving—asking people to give in order to be... View Details
            Keywords: Sean Silverthorne
            • 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