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- All HBS Web (248)
- Faculty Publications (61)
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- 05 Feb 2013
- First Look
First Look: Feb. 5
article mainly evaluates Roger Fisher's core contributions to the content or substance of negotiation research, theory, teaching, and practice. The discussion is organized around five thematic prescriptions: 1) focus on the other party's... View Details
Keywords: Sean Silverthorne
- 24 Oct 2011
- Research & Ideas
The Yelp Factor: Are Consumer Reviews Good for Business?
part to big-budget advertising behind the chains. But review sites are leveling the playing field by allowing consumers to learn as much about independent restaurants as they know about the chains. "This is one reason why consumer... View Details
- 30 Aug 2011
- First Look
First Look: August 30
PublicationsEmotion-induced Engagement in Internet Video Ads Authors:Thales S. Teixeira, Michel Wedel, and Rik Pieters Publication:Journal of Marketing Research (forthcoming) Abstract This study shows how advertisers can leverage... View Details
Keywords: Sean Silverthorne
- 16 Nov 2010
- First Look
First Look: November 16, 2010
had suggested—and if so, who should be charged how much and for what? Could YouTube charge users for downloading content, a model it was now beginning to test? Or would it be better for the online video giant to continue to pursue an View Details
Keywords: Sean Silverthorne
- 26 Oct 2022
- Research & Ideas
How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)
budget to influencer marketing. Overall, Zhang hopes the research will encourage marketers to “take a step back” when measuring success. They should look beyond easy clicks to consider influencer reputation as part of their advertising... View Details
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
third solution, based not on social media but on entertainment media. Entertainment algorithms loop back and forth from content that’s offered to a response detected until they identify something that appeals to you. Then they send more... View Details
Keywords: by John Deighton and Leora Kornfeld
- 26 Oct 2015
- Research & Ideas
What’s the Value of a Win in College Athletics?
example, could bump revenues by as much as $3 million for a high-powered program like Alabama or Michigan. “As a scholar and an enthusiastic fan, I’m providing content that policymakers would need to proceed in talking about this issue”... View Details
- 12 Mar 2006
- Research & Ideas
New Research Explores Multi-Sided Markets
company that is vertically integrated to some extent into the content that runs on their devices. This can help in their current fight to establish the Blu-ray DVD standard, but has been a significant hindrance, because of internal... View Details
- 26 Jun 2017
- Research & Ideas
How Cellophane Changed the Way We Shop for Food
Advertisement for DuPont Cellophane from The Saturday Evening Post, 1950. E.I. du Pont de Nemours & Company Advertising Department records (Accession 1803), Manuscripts and Archives Department, Hagley... View Details
- 27 Sep 2011
- First Look
First Look: September 27
the boundaries of organizations. Though experience and productivity improvement may be seen as key benefits of this trend, little is known about how this shift toward outsourcing influences learning. When producing a unit of output, the View Details
Keywords: Sean Silverthorne
- 05 May 2008
- Research & Ideas
Connecting with Consumers Using Deep Metaphors
and some linguists argue the only way, to learn about the content of emotions. Knowing the actual content of an emotion is critical. The right type of emotion might be activated but involve the wrong... View Details
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Big Messages, Small Screens, Many Choices
traditional models of advertising, including video ads. Brown discussed his experience with Twitter Amplify, which lets broadcasters instantly replay video content on Twitter—sandwiched between brief clips from View Details
- 27 Oct 2002
- Research & Ideas
Want a Happy Customer? Coordinate Sales and Marketing
The sales force can no longer passively accept and execute plans from marketing. Account managers, product managers, and advertising managers need to work together to protect profits and enhance volume in the harsh world of customer... View Details
Keywords: by Benson Shapiro
- 29 Jan 2013
- Research & Ideas
Creating the Perfect Super Bowl Ad
the same amount of information content on Pepsi MAX. Advertisers should pay attention to that balance, taking into account not only how soon into the ad that the brand is presented, but also how the branding... View Details
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Companies Must Forget—and Borrow
on social media," he said. "Unfortunately that displaces millions (spent) in strategy that we in the agency world live on. When you democratize tools in this digital age, you don't have to spend millions to produce content ." By using the... View Details
- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
Until the close of the last decade, health consumers received much of their knowledge and advice about prescription drugs from their physicians or other health care professionals. Today, pharmaceutical companies are spending several billion dollars a year to View Details
Keywords: by Manda Salls
- 14 Feb 2005
- Research & Ideas
Desktop Search and Revenue Streams
about the desktop; it's not about where the content is on your hard drive versus on a public-facing Web site. It's really about the user's relationship to that content." The company also has a product on the market, Horowitz said,... View Details
Keywords: by Julie Jette
- 27 Jul 2019
- Op-Ed
Does Facebook's Business Model Threaten Our Elections?
well-grooved process to deal with copyright and trademarked content that could be applied to user-generated content, where you would give notice, require a timely response, and pursue legal means if unsatisfied. Another idea would be to... View Details
Keywords: by George Riedel
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Who Has the Power in the Music Industry?
gone. "You still see big companies like Spotify, but what's their source of power?" Asked Oberholzer-Gee. "Network effects. Now, we pair lots of ears with lots of advertisers and we create a different form of power, but where the... View Details
- 06 Mar 2007
- First Look
First Look: March 6, 2007
this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=707031 Brightcove and the Future of Internet Television Harvard Business School Case 707-457 Brightcove, a technology and services provider to content owners in the... View Details
Keywords: Martha Lagace