Publications

03 Mar 2008
Research & Ideas

Marketing Your Way Through a Recession

advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during... View Details

Keywords: by John Quelch

September 2007
Article

(Noisy) Communication

By: Bharat Anand and Ron Shachar

Communication is central to many settings in marketing and economics. A focal attribute of communication is miscommunication. We model this key characteristic as a noise in the messages communicated, so that the sender of a message is uncertain about its perception by... View Details

Keywords: Communication Intention and Meaning; Interpersonal Communication; Cost vs Benefits; Marketing Communications; Performance Improvement; Mathematical Methods

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08 May 2012
First Look

First Look: May 8

short-termism, including changes in both business and public policy. While business leaders and policymakers have been cautious in implementing many of these countermeasures, we must seriously consider them if want to rein in the public and private View Details

Keywords: Carmen Nobel

17 Dec 2013
First Look

First Look: December 17

intercede to protect investments in locations such as Central America and the Caribbean. Costs were small-at least at the outset-but with each incremental step, American policy became increasingly entangled with the goals of those they... View Details

Keywords: Carmen Nobel

August 2018 (Revised October 2020)
Case

Tailor Brands: Artificial Intelligence-Driven Branding

By: Jill Avery

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

28 Jan 2014
First Look

First Look: January 28

heterogeneous telecommunication costs arising from different regulatory regimes) strengthens our results. Publisher's link: http://www.people.hbs.edu/rsadun/Distinct_Effects_11-023.pdf August 2013 Cambridge Handbook of Institutional... View Details

Keywords: Sean Silverthorne

24 Jan 2017
First Look

First Look at New Research: January 24, 2017

information, increased volume, or idiosyncratic volatility. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=51024 February 2017 Academic Radiology Dissecting Costs of CT Study: Application of TDABC (Time-driven... View Details

Keywords: Sean Silverthorne

February 2010 (Revised October 2010)
Case

YouTube: Time to Charge Users?

By: Anita Elberse and Sunil Gupta

In January 2010, YouTube, the world's largest online video aggregator, was still seeking to become profitable. Was the time right for Google, YouTube's parent company, to charge users seeking to upload content, as some analysts had suggested—and if so, who should be... View Details

Keywords: Digital Marketing; Business Model; Cost; Profit; Revenue; Consumer Behavior; Internet and the Web; Motion Pictures and Video Industry

2010
Chapter

Feeling Good about Giving: The Benefits (and Costs) of Self-interested Charitable Behavior

By: L. Anik, L. B. Aknin, M. I. Norton and E. W. Dunn

While lay intuitions and pop psychology suggest that helping others leads to higher levels of happiness, the existing evidence only weakly supports this causal claim: research in psychology, economics, and neuroscience exploring the benefits of charitable giving has... View Details

Keywords: Advertising; Cost vs Benefits; Philanthropy and Charitable Giving; Outcome or Result; Relationships; Research; Behavior; Happiness; Motivation and Incentives

2024
Working Paper

Modest Victims: Victims Who Decline to Broadcast Their Victimization Are Seen As Morally Virtuous

By: Nathan Dhaliwal, Jillian J. Jordan and Pat Barclay

What do people think of victims who conceal their victimhood? We propose that the decision to not broadcast that one has been victimized serves as a costly act of modesty—in doing so, one is potentially forgoing social support and compensation from one’s community. We... View Details

Keywords: Public Opinion; Mathematical Methods; Communication; Perception; Reputation

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25 Nov 2008
First Look

First Look: November 25, 2008

will affect his continuing collaboration with Jobs. Purchase this case: http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=809063 Butler, Shine, Stern & Partners Harvard Business School Case 508-043 Selling an intangible like View Details

Keywords: Martha Lagace

05 Aug 2008
First Look

First Look: August 5, 2008

Internalization of advertising services is much more widespread than has hitherto been appreciated and varies widely across industries. To explain this variation, we draw on concepts from research on scale economies and transaction View Details

Keywords: Martha Lagace

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

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28 Apr 2009
First Look

First Look: April 28, 2009

the situation where waste becomes a source of profit, our research shows that it is almost never optimal to maintain the same operating regime as under the old paradigm where waste was a cost burden and merely convert the existing waste... View Details

Keywords: Martha Lagace

July 2003 (Revised March 2004)
Case

XM Satellite Radio (A)

By: David B. Godes and Elie Ofek

XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details

Keywords: Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry