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  • All HBS Web  (1,980)
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    • Multimedia  (26)
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  • April 2015
  • Case

Who Owns the Whale? (Abridged)

By: Thales S. Teixeira and David E. Bell
Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details
Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; United States; United Kingdom
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Teixeira, Thales S., and David E. Bell. "Who Owns the Whale? (Abridged)." Harvard Business School Case 515-108, April 2015.
  • 06 Mar 2007
  • First Look

First Look: March 6, 2007

distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing home page, and with new offerings for advertisers and affiliates as well as video... View Details
Keywords: Martha Lagace
  • February 1995 (Revised November 1996)
  • Case

MasterCard and World Championship Soccer

By: John A. Quelch and Carin-Isabel Knoop
The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details
Keywords: Credit Cards; Marketing Strategy; Multinational Firms and Management; Advertising Campaigns; Globalization; Sports; Financial Services Industry; Sports Industry; France; United States
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Quelch, John A., and Carin-Isabel Knoop. "MasterCard and World Championship Soccer." Harvard Business School Case 595-040, February 1995. (Revised November 1996.)
  • 20 Nov 2012
  • First Look

First Look: November 20

  PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a... View Details
Keywords: Sean Silverthorne
  • April 1989
  • Case

New England Brown Egg Council Takes on Salmonella

By: Stephen A. Greyser and Norman Klein
Keywords: Advertising Campaigns; Perception; Agriculture and Agribusiness Industry; New England
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Greyser, Stephen A., and Norman Klein. "New England Brown Egg Council Takes on Salmonella." Harvard Business School Case 589-114, April 1989.
  • October 1988
  • Case

Beef Industry Council: ""Beef--Real Food for Real People"" Campaign

By: Stephen A. Greyser
Keywords: Advertising Campaigns; Animal-Based Agribusiness; Agriculture and Agribusiness Industry; Food and Beverage Industry
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Greyser, Stephen A. Beef Industry Council: ""Beef--Real Food for Real People"" Campaign. Harvard Business School Case 589-059, October 1988.
  • 14 Feb 2005
  • Research & Ideas

Desktop Search and Revenue Streams

kinds of systems we see as being very effective, in that they're not intrusive…and the value you get back far outweighs the expense of clicks," he said. Eisenmann also asked participants if the advertising revenue model will... View Details
Keywords: by Julie Jette
  • 11 Feb 2013
  • Research & Ideas

Neuroeconomics: Eyes, Brain, Business

create more memorable product advertisements and executives to design presentations that really stick with their customers, clients, and employees. "One possibility could be that the human face is distracting, so you remember the face but... View Details
Keywords: by Carmen Nobel
  • January 1989 (Revised December 1991)
  • Case

British Airways: ""Go for It, America!"" Promotion (A)

By: Stephen A. Greyser
Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details
Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States
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Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (A). Harvard Business School Case 589-089, January 1989. (Revised December 1991.)
  • 02 Aug 2011
  • Working Paper Summaries

To Groupon or Not to Groupon: The Profitability of Deep Discounts

Keywords: by Benjamin Edelman, Sonia Jaffe & Scott Duke Kominers; Retail; Technology
  • 05 May 2003
  • What Do You Think?

Is This a Golden Era for Marketing Productivity?

Summing Up Questions raised in this month's column about the possibility of an era of marketing productivity based on innovative research techniques evoked a number of skeptical comments. However, in defense of such techniques, B. V. Krishnamurthy pointed out that... View Details
Keywords: by James Heskett
  • 1978
  • Article

Optimal Advertising: An Intra-Industry Approach

By: Michael E. Porter
Keywords: Advertising; Business Ventures
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Porter, Michael E. "Optimal Advertising: An Intra-Industry Approach." Issues in Advertising: The Economics of Persuasion (1978).
  • 13 Mar 2017
  • Research & Ideas

Hiding Products From Customers May Ultimately Boost Sales

Retailers routinely swap out the products they display to customers. It’s called assortment rotation, and it’s a popular business strategy for many brick-and-mortar and online stores alike. Retailing trends such as “fast fashion” (think Zara and H&M) and “flash... View Details
Keywords: by Carmen Nobel; Retail; Fashion
  • April 2008 (Revised February 2010)
  • Teaching Note

Microsoft adCenter

By: Peter A. Coles and Benjamin Edelman
Teaching Note for [908049]. View Details
Keywords: Technology; Advertising; Software; Information Technology Industry
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Coles, Peter A., and Benjamin Edelman. "Microsoft adCenter." Harvard Business School Teaching Note 908-062, April 2008. (Revised February 2010.)
  • 27 Sep 2018
  • Working Paper Summaries

Large-Scale Demand Estimation with Search Data

Keywords: by Tomomichi Amano, Andrew Rhodes, and Stephan Seiler; Retail
  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School PowerPoint Supplement 623-012, November 2022. (Revised March 2023.)
  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School Supplement 623-011, November 2022. (Revised March 2023.)
  • 23 Apr 2014
  • HBS Case

Are Electronic Cigarettes a Public Good or Health Hazard?

companies will manage the marketing of e-cigarette brands to maximize profitability for their shareholders” The growing sales of electronic cigarettes also caught the attention of regulators. The products had been completely unregulated—they could be View Details
Keywords: by Michael Blanding; Advertising; Advertising
  • 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
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Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (B): Preliminary Results of the Repositioning Campaign." Harvard Business School Case 596-085, March 1996. (Revised October 1997.)
  • 20 Sep 2004
  • Research & Ideas

How Consumers Value Global Brands

In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study in forty-one countries to... View Details
Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor
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