Advertising Industry - Publications - Faculty & Research

15 Dec 2015
News

The Year in Ideas 2015

most nimble creators will move from a mobile-first to a mobile-only approach. “The strongest brands will continue to do what they do best—superserve their audiences—but the native advertising model will meaningfully challenge the... View Details

Keywords: Julia Hanna, Christine Lejeune, Dan Morrell, and April White

19 Feb 2013
First Look

First Look: Feb. 19

have become quite influential and controversial in the technology industries they touch. The goal of this paper is to shed light on the role and efficiency tradeoffs of these new patent intermediaries. Finally, we offer a provisional... View Details

Keywords: Sean Silverthorne

Web

Medium of Artistic Expression - Edwin H. Land & Polaroid | Harvard Business School

Land, "Chairman's Letter," Polaroid Corporation Annual Report 1976, 5. Polaroid advertisements featured the testimony of Polaroid users who claimed their cameras had made them "the life of the party." 78 "The entire process of pose,... View Details

15 May 2018
First Look

New Research and Ideas, May 15, 2018

Review] Global Business over Time By: Jones, G. Abstract—This article explores how business enterprises have been powerful actors in the spread of global capitalism between 1840 and the present day. It also shows how global firms, emerging out of View Details

Keywords: Dina Gerdeman

19 Dec 2006
First Look

First Look: December 19, 2006

advertising subject to constraints on customer growth. By relaxing constraints on growth by one customer, we can then impute their lifetime value to the firm. We apply our model to data from an auction house. Our results show that there... View Details

Keywords: Sean Silverthorne

25 Oct 2012
Research & Ideas

10 Reasons Customers Might Resist Windows 8

will compete against Apple iPad. And industry observers have noted similarities between Apple's tightly-controlled marketing tactics and Microsoft's marketing campaign for the upcoming OS—Microsoft is even using indie rock music in its... View Details

Keywords: by Carmen Nobel; Computer; Consumer Products

May 2024
Teaching Note

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details

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30 Sep 2024
News

The Making of a Streaming Sensation

the room. I've never had that experience in my career where somebody said, “Yep, we get it. Let's do it.” AW: Well, let's talk about this co-production model that you mentioned. What pieces did you have to bring together to make this work? JN: It's an interesting time... View Details

01 Dec 2011
News

Knowing the Score

always wind up being the best operators of a new business. I have been fascinated with ways companies brand themselves ever since my first-year Marketing class. That exposure informed many of my interview questions aimed at exploring ESPN’s near-legendary “This Is... View Details

Keywords: James Andrew Miller; Organizational Behavior; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries

01 Jun 2020
News

Inside Out

corridors and lobbies). As offices get smaller, a number like 250 square feet per person is becoming more typical. From a salary point of view, in Massachusetts, the gross wages for job titles like advertising sales agent, tax preparer,... View Details

Keywords: Dan Morrell; Corporate, Subsidiary, and Regional Managing Offices; Management

10 Jul 2018
First Look

New Research and Ideas, July 10, 2018

Tarun Abstract—New technologies can be unsettling for industry incumbents, regulators, and consumers, because norms and institutions for dealing with them don’t yet exist. Interestingly, businesspeople in emerging economies face similar... View Details

Keywords: Dina Gerdeman

17 Apr 2012
First Look

First Look: April 17

per capita. MSP's diversified base of industry clusters had enabled the region to adapt to economic downturns and an exodus of major corporate headquarters, earning it the accolade "Minnesota Miracle." Starting in 2003, however,... View Details

Keywords: Carmen Nobel

June 17, 2016
Comment

Companies Need to Start Marketing Security to Customers

By: John A. Quelch

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details

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22 Jan 2019
First Look

New Research and Ideas, January 22, 2019

experimentation that is required for the initial commercialization and diffusion of technologies. A New Categorization of the U.S. Economy: The Role of Supply Chain Industries in Innovation and Economic Performance By: Delgado, Mercedes,... View Details

Keywords: Dina Gerdeman

25 Mar 2014
First Look

First Look: March 25

Grupo Beta San Miguel In November 2013, Dr. Jose Pinto, head of Grupo Beta San Miguel (BSM), Mexico's largest private sugar producer, is weighing the future prospects of the Mexican sugar industry as he considers whether BSM should bid on... View Details

Keywords: Sean Silverthorne

May 2022
Supplement

Maestro Pizza (C): Taking the Fight Outside

By: Ramon Casadesus-Masanell and Fares Khrais

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of... View Details

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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

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Career Coach

Vincent Dessain

of the Harvard Business School Europe Research Center based in Paris. Through his work, Vincent has built an extensive and deep network with the European corporate world in many industrial sectors. He is also in close contact with the... View Details

17 Sep 2001
Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

intimacy, and community offered by direct-to-consumer marketing will have an impact on every industry and intermediary," Deighton predicted. Supermarkets may have "dodged a bullet" for now, but direct-to-consumer marketing... View Details

Keywords: by Martha Lagace; Consumer Products; Retail