Publications

April 2011
Teaching Note

Neck & Neck: Leveraging the Club Neck Information (TN)

Teaching Note for 111112. View Details

Keywords: Budgets and Budgeting; Knowledge Use and Leverage; Profit; Planning; Advertising Campaigns; Mathematical Methods; Apparel and Accessories Industry; Retail Industry

25 Jun 2019
Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

products sold and marketed by LEGO. In addition to reducing innovation costs, this often leads to an increase in authentic, word-of-mouth advertising as users promote designs that they created or designs they find attractive within their... View Details

Keywords: by Danielle Kost

10 Nov 2008
Research Event

Social Media Leads the Future of Technology

Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in... View Details

Keywords: by Martha Lagace

September 2007
Case

Metro International S.A.

By: Tarun Khanna, Felix Oberholzer-Gee, Vincent Marie Dessain, Ane Damgaard Jensen and Anders Sjoman

Explores the business model of Metro International, a company publishing 70 editions of its free newspaper in 20 countries. Metro had been a pioneer in the free newspaper market, fighting incumbent publishers distributing traditional paid-for newspapers. Looks at the... View Details

Keywords: Business Model; Business Strategy; Competitive Strategy; Digital Marketing; Advertising; Expansion; Globalized Firms and Management; Journalism and News Industry; Spain

14 May 2013
First Look

First Look: May 14

effective care teams and good management of local operations (clinical microsystems). Clinicians influence both, and local clinician leaders will have several key tasks. Publisher's link: http://www.nejm.org/doi/full/10.1056/NEJMp1301814 2006 Marketing Science The... View Details

Keywords: Sean Silverthorne

07 Jun 2016
Op-Ed

Can Brand Trump Win a Presidency?

In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and... View Details

Keywords: by John A. Quelch; Advertising; Advertising

05 Jul 2006
Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising

13 May 2014
First Look

First Look: May 13

http://hbr.org/product/fei-cheng-wu-rao/an/414056-PDF-ENG Harvard Business School Case 712-463 Sweet Deal-Industry Self-Regulation of Breakfast Cereal Advertising to Children In response to growing concern about childhood obesity, in... View Details

Keywords: Sean Silverthorne

February 2008
Teaching Note

DermaCare: Zapping Zits Directly (TN)

By: Richard G. Hamermesh

Teaching Note for [808064]. View Details

Keywords: Product Development; Innovation and Invention; Health Care and Treatment; Financing and Loans; Venture Capital; Advertising; Distribution; Health Industry

May 1988
Case

Capital Cities/ABC, Inc: Spot Sales

By: Frank V. Cespedes

Keywords: Advertising; Strategy; Marketing; Media and Broadcasting Industry

June 1999
Case

Major League Baseball--1999

By: Stephen A. Greyser and Elizabeth (Lisa) Smyth

Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details

Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment

spring 1981
Article

From Competitor to Consumer: The Changing Focus of Federal Regulation of Advertising, 1914-1938

By: R. S. Tedlow

Keywords: Competition; Change; Governing Rules, Regulations, and Reforms; Advertising

2021
Report

The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

By: John A. Deighton and Leora Kornfeld

This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details

Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding

Register to Read

01 Mar 2010
Op-Ed

A Golden Opportunity for Ford and GM

and marketing. He also put himself on the firing line, publicly taking ownership for GM's turnaround and appearing in a series of advertisements challenging consumers to compare GM autos with its competitors. Glimmers of Ford's and GM's... View Details

Keywords: by Bill George; Auto

December 1978 (Revised March 1992)
Case

Archdiocese of New York

By: Stephen A. Greyser and John A. Quelch

A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. View Details

Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)

Educators

February 2024
Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott

Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details

Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil

Educators

April 2000 (Revised June 2001)
Case

DoubleClick Buys Abacus (A)

By: John A. Deighton

By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details

Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry