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  • 13 Feb 2020
  • Blog Post

Know Your Audience – Recruiting HBS Students for Manufacturing

highly diversified manufacturing, a tailored approach to recruiting also makes sense for aerospace and defense, airlines, and transportation. To connect with students who are deeply passionate about these manufacturing sectors, you can utilize View Details
Keywords: Manufacturing
  • 01 Dec 2011
  • News

Inside MTV’s Global Fame

integrated marketing, constantly cutting deals with advertisers not just to buy spots on MTV Europe but also to sponsor entire shows and concerts and to offer unique rewards to viewers as well. He takes credit (or blame) for MTV’s being... View Details
Keywords: Sean Silverthorne; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries
  • 31 Mar 2023
  • Blog Post

How to Come Out at Work

felt the most affirmed and championed when my team has seen my distinct lived experience as an asset, not just an advertisement opportunity. Social Finance did just that and allowed me to leverage my queer identity and global health... View Details
  • 21 Nov 2016
  • Research & Ideas

It Matters That Your CEO Doesn't Know Much About Sales

reality, Cespedes says that sales is one of the most contextually determined areas in business, varying dramatically across markets and industries and between companies in the same industry. And his article cites data illustrating how... View Details
Keywords: by Michael Blanding
  • 30 Apr 2013
  • First Look

First Look: April 30

and its implied elasticities are in the ballpark of a range of micro estimates. We find industrial policy subsidizing either the R&D or the continued operation of incumbents reduces growth and welfare. For example, a subsidy to... View Details
Keywords: Sean Silverthorne
  • 09 Mar 2010
  • First Look

First Look: March 9

.com sites, and we crawl more than 285,000 of these domains to analyze their revenue sources. We find that 80% are supported by pay-per-click ads, often advertising the correctly spelled domain and its competitors. Another 20% include... View Details
Keywords: Martha Lagace
  • October 2014
  • Module Note

Market Design in Online Businesses (Abridged)

By: Peter Coles and Benjamin Edelman
The purpose of this note is to characterize the challenges entrepreneurs may face in creating a well-functioning ecosystem of users, and to equip entrepreneurs with tools to overcome these obstacles. The note is meant to accompany the final module of the "The Online... View Details
Keywords: Platform Design; Network Effects; Market Design; Information Technology Industry; Information Technology Industry; Information Technology Industry
Related
  • 01 Dec 2016
  • News

Alumni Books of 2016

Leading Strategic Change in an Era of Healthcare Transformation edited by Jim Austin, Judith Bentkover, and Laurence Chait (MBA 1965) (Springer) This book focuses on how to lead transformative and strategic change in the healthcare View Details
  • 19 Feb 2019
  • First Look

New Research and Ideas, February 19, 2019

Abstract— We jointly examine the effects of television advertising and field operations in U.S. presidential elections, where the former is referred to as the “air war” and the latter as the “ground game.” Specifically, we look at how... View Details
Keywords: Sean Silverthorne
  • 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
  • January 2019
  • Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America; Italy
Related
  • 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
  • 26 May 2003
  • Research & Ideas

What Your Competition is Telling You

employees is "a competitive world, in which you come to work every day just a little bit scared." Making The Pie Bigger If you're an independent operator and an industry giant like Wal-Mart or Barnes & Noble enters your... View Details
Keywords: by David Stauffer
  • January 2011 (Revised July 2012)
  • Case

National Public Broadcasting

By: Richard S. Ruback and Royce Yudkoff
Bob Williams, the CEO of National Public Broadcasting (NPB), was considering an unsolicited offer to purchase the company in the early spring of 2006. The company was a media underwriting representative for public television and radio stations throughout the United... View Details
Keywords: Mergers and Acquisitions; Decision Choices and Conditions; Financial Management; Ownership; Advertising Industry; Advertising Industry
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  • December 2010
  • Supplement

Ad Classification at Right Media — slide supplement

By: Benjamin Edelman
Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse... View Details
Keywords: Media; Digital Marketing; Market Participation; Negotiation Tactics; Marketing Communications; Communication; Advertising Industry; Advertising Industry
Related
  • 25 Aug 2017
  • Op-Ed

Op-Ed: After Charlottesville, Where Does a CEO's Responsibility Lie?

swathe of the American public, and that his gradual decline in the polls shows few signs of abating. In some industries Trump’s broad-based unpopularity leaves companies that are seen as supporting him vulnerable to boycotts. Beyond the... View Details
Keywords: by Gautam Mukunda
  • 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
  • September 2003 (Revised February 2007)
  • Case

PolyMedica Corporation (A)

By: David F. Hawkins and Jacob Cohen
The Securities and Exchange Commission and investors question PolyMedica Corp.'s practice of capitalizing rather than expensing of direct-response advertising. View Details
Keywords: Activity Based Costing and Management; Business Earnings; Advertising; Private Sector; Budgets and Budgeting; Cost Management; Capital Markets; Marketing; Private Equity; Pharmaceutical Industry; Pharmaceutical Industry
Related
  • 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
  • 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