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- All HBS Web
(1,931)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- Web
The Art of American Advertising: 1865 - 1910
Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 National Markets Advertising... View Details
- 04 Mar 2019
- What Do You Think?
What’s the Antidote to Surveillance Capitalism?
wireless networks and cloud technologies, advertisers and others can predict our future behavior, often before we realize what we are going to do. It’s a short step from prediction to thought control (through vehicles such as fake news... View Details
- 01 Nov 1999
- Research & Ideas
John H. Patterson and the Sales Strategy of the National Cash Register Company, 1884 to 1922
was a booklet of fifty-six pages. Changes to the Primer were regarded like alterations in the register—both were part of an effort to constantly improve and keep up with shifting customer needs. E. St. Elmo Lewis, an N.C.R. employee who later became head of View Details
Keywords: by Walter A. Friedman
Gerald Zaltman
*Joined Harvard Faculty: 1991
Prior Faculty Appointments: Northwestern University, 1968-75;
University of Pittsburgh, 1975-91
Prior Faculty Appointments: Northwestern University, 1968-75;
University of Pittsburgh, 1975-91
*Doctoral Degree in Sociology Received from: The John Hopkins University;
MBA Degree Received from: The University of... View Details
- Web
About the Center - Christensen Center for Teaching & Learning
and external clients. Clare joined the Center in 2005 as Coordinator and has also worked as a Faculty Assistant here at the Business School. Before HBS, Clare was an Advertising Associate Producer, producing television and radio... View Details
- 03 Oct 2005
- Research & Ideas
The Box Office Power of Stars
film, such as whether to open a movie in a large number of theaters, whether to use television advertising to promote the film, and whether to avoid a competitive, high-season opening weekend may impact its market success as well.... View Details
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- 24 Apr 2023
- HBS Case
What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks
legally across states with a dizzying array of manufacturing, retailing, packaging, and advertising regulations. “The level of uncertainty is so high for cannabis entrepreneurs,” says Israeli, who co-wrote the case with Annie Wilson,... View Details
- August 2017 (Revised July 2019)
- Case
GROW: Using Artificial Intelligence to Screen Human Intelligence
By: Ethan Bernstein, Paul McKinnon and Paul Yarabe
Over 10% of all 2017 university graduates in Japan used GROW, an artificial intelligence platform and mobile app developed by Tokyo-based people analytics startup IGS, to recruit for a job. This case puts participants in the shoes of IGS founder and CEO Masahiro... View Details
Keywords: Big Data; Artificial Intelligence; Talent and Talent Management; Recruitment; Selection and Staffing; Human Resources; Information Technology; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Japan
Bernstein, Ethan, Paul McKinnon, and Paul Yarabe. "GROW: Using Artificial Intelligence to Screen Human Intelligence." Harvard Business School Case 418-020, August 2017. (Revised July 2019.)
- Teaching Interest
Digital Marketing Strategy
By: John A. Deighton
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- 22 Jul 2002
- Research & Ideas
Is Performance-Based Pricing the Right Price for You?
is an arrangement in which the seller is paid based on the actual performance of its product or service. It is becoming much more popular. In the advertising industry, agencies had been traditionally paid 15 percent of the cost of the... View Details
- 19 Apr 2010
- Research & Ideas
The History of Beauty
advertising budgets sharply upwards. Charles Revson was a master of using the new medium to grow brands. Revlon's fortunes were made through its sponsorship of The $64,000 Question game show that began broadcasting on CBS in 1955. Later... View Details
- 16 Apr 2001
- Research & Ideas
Strategy and the Internet
indiscriminately through discounting, giveaways, promotions, channel incentives, and heavy advertising. Rather than concentrate on delivering real value that earns an attractive price from customers, they have pursued indirect revenues from sources such as View Details
Keywords: by Michael E. Porter
- 2008
- Working Paper
An Investigation of Earnings Management through Marketing Actions
By: Craig James Chapman and Thomas J. Steenburgh
Prior research hypothesizes managers use "real actions," including the reduction of discretionary expenditures, to manage earnings to meet or beat key benchmarks. This paper examines this hypothesis by testing how different types of marketing expenditures are used... View Details
Keywords: Performance Expectations; Earnings Management; Marketing Strategy; Financial Reporting; Brands and Branding; Food and Beverage Industry
Chapman, Craig James, and Thomas J. Steenburgh. "An Investigation of Earnings Management through Marketing Actions." Harvard Business School Working Paper, No. 08-073, February 2008. (Revised February 2009, December 2009, June 2010, July 2010.)
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
create more opportunity for advertising, so TikTok is building out its ad sales force. More advertising means that it can offer creators the revenue opportunities long available on YouTube. TikTok recently announced an ad revenue share... View Details
Keywords: by John Deighton and Leora Kornfeld
- 12 Mar 2006
- Research & Ideas
New Research Explores Multi-Sided Markets
its cans, and Sony for its electronic devices. These suppliers are then responsible for supplying, displaying, pricing, and advertising their merchandise within the space allocated by Wal-Mart, and they receive the revenue from sales to... View Details
- 08 Sep 2014
- Research & Ideas
The Strategic Way To Hire a Sales Team
Google and Groupon, for instance, a higher percentage of employees work in sales than engineering or data mining. And at Facebook the salesforce's ability to translate 'likes' into advertisers will make or break that company's valuation... View Details
Keywords: by Carmen Nobel
- 22 Apr 2019
- Research & Ideas
Why Salespeople Struggle at Leading
says, noting that according to US Bureau of Labor Statistics, 12 percent of the workforce is listed as salespeople, a figure that has grown in the 21st century. Plus, the $900 billion that is spent on sales forces by US companies is three times what firms spend on all... View Details
Keywords: by Dina Gerdeman
- Web
Networking Events - Recruiting
resume books and student clubs to find interested students. Email club leaders to market events via newsletters or group chats. Some clubs may require yearly sponsorship to host events, participate in conferences, and advertise job... View Details
- 12 Dec 2005
- Research & Ideas
Using the Law to Strategic Advantage
created by employees. The risk of product liability may make it unwise to pursue certain marketing strategies, such as widespread direct-to-consumer advertising of a drug with known risk factors that must be balanced against the potential... View Details