Programmatic Ad Buying - Publications - Faculty & Research

19 Mar 2014
Research & Ideas

A Brand Manager’s Guide to Losing Control

communities of like-minded people. Sometimes the like-mindedness centers on a brand; think Facebook fan pages or Twitter rants. "Consumers have always had the ability to boycott brands—or to 'buy-cott' brands they like by buying and... View Details

Keywords: by Carmen Nobel; Advertising

21 Feb 2023
Research & Ideas

Are Your Employees Passing Up Incentives? Try Promoting the Programs More

everything from working out at the gym to turning off the lights at home. Yet, despite the brainpower devoted to devising creative rewards and fine-tuning offerings, employees don’t always buy in. “All this money and time and smart people... View Details

Keywords: by Scott Van Voorhis

22 Nov 2004
Research & Ideas

Side Effects: The Case of Propecia

professor Marta Wosinska led the conversation. The Propecia launch came at a time of regulatory change, which made advertising of prescription drugs to consumers more feasible. But Casola had to consider three limitations on such advertising: A "product... View Details

Keywords: by Sean Silverthorne; Health; Pharmaceutical

06 Oct 2020
Sharpening Your Skills

18 Tips Managers Can Use to Lead Through COVID's Rising Waters

address concerns, and ultimately get everyone back on the same track to achieve team goals. Team leaders should focus their relaunch in four key areas. Revisit your shared purpose. A relaunch ensures that every team member understands and View Details

Keywords: by Sean Silverthorne

05 Dec 2016
Research & Ideas

How The 2016 Presidential Candidates Misled Us With Truthful Statements

Medicare to negotiate lower prices with drug companies and allow Americans to buy drugs at more affordable prices. The facts: Some of the information in the claim was true. The prices of brand-name drugs have more than doubled during that... View Details

Keywords: by Dina Gerdeman

24 Apr 2019
Research & Ideas

The 'Amazon Effect' Is Changing Online Price Competition—and the Fed Needs to Pay Attention

locations. “It’s not about just the markup, which, to some extent, is just a temporary effect,” Cavallo says. “If competition with Amazon changes the way firms such as Walmart or Best Buy make pricing decisions, it can have much... View Details

Keywords: by Roberta Holland; Retail

23 Jan 2013
Research & Ideas

Three-Dimensional Strategy: Winning the Multisided Platform

become an online reseller of used children's clothes, buying inventory from parents and reselling it to other parents. "The problem with the MSP model is that it is sometimes too slow and not sufficiently convenient for either side," says... View Details

Keywords: by Julia Hanna

05 Mar 2012
Research & Ideas

Is JC Penney’s Makeover the Future of Retailing?

execute a strategy.” Penney will be able to move more merchandise off the floor faster, Lal adds, quickly making room for fresh items. This strategy could bring customers into the store more frequently and buying when they find a... View Details

Keywords: by Kim Girard; Retail

26 Oct 2015
Research & Ideas

What’s the Value of a Win in College Athletics?

College and the University of Miami that culminated with a last-minute Hail Mary pass by BC quarterback Doug Flutie. “I was totally blown away. I’ve been a fan ever since,” Chung says, adding that he and his family continued to watch... View Details

Keywords: by Roberta Holland; Sports; Education

18 Sep 2017
Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

marketers are feeling pressure to show ROI.” Still, since those first Facebook ads were posted in 2004, social media has proven itself a valuable tool for helping companies create consumer perceptions about particular brands (Old Spice)... View Details

Keywords: by Dina Gerdeman; Advertising; Technology

18 Jun 2018
Research & Ideas

Warning: Scary Warning Labels Work!

and our findings suggest that their text label policy might not move the needle much at all, at least when it comes to getting people to buy fewer sugary drinks.” What does move the needle, the researchers found, are warning labels based... View Details

Keywords: by Dina Gerdeman; Advertising; Public Relations

13 Sep 2021
Research & Ideas

Science: The Unlikely Frontier for New Business Ideas

intensity,” followed by patent filings that didn’t cite papers but referenced another patent that did. The least science-based products offered no connections to past research in their filings. "The added uncertainties and costs of tough... View Details

Keywords: by Avery Forman

20 Feb 2017
Research & Ideas

Having No Life is the New Aspirational Lifestyle

coined the term “conspicuous consumption”) to television shows such as Lifestyles of the Rich and Famous. And if you didn’t actually have a life of leisure, you could pretend you did by buying increasingly affordable luxury brands like... View Details

Keywords: by Michael Blanding

12 May 2020
Research & Ideas

It’s Time To Relaunch Your Remote Team

start is to revisit the team’s sense of shared purpose. Revisit your shared purpose. A relaunch ensures that every team member understands and buys into the clear and specific goals that the team has been mobilized to accomplish. It is an... View Details

Keywords: by Tsedal Neeley

01 Oct 2014
What Do You Think?

Is Too Much Focus a Problem?

he continued, businesses can be 'raced' by drivers whose peripheral vision has failed. "They could see the clear track ahead of them as they initially led their markets but failed to notice the competitor coming up on the inside until it was too late." Seena... View Details

Keywords: by James Heskett

16 Aug 2004
Research & Ideas

Luxury Isn’t What It Used to Be

showcased the ongoing appeal of its more timeless products while expanding into fashionable clothing and accessories for men and women. "You can buy the classic trench coat forever. But we've introduced products that have View Details

Keywords: by Julia Hanna; Consumer Products

10 Nov 2003
Research & Ideas

Globalization: The Strategy of Differences

of about $70 billion. Daft's solution was an aggressive shift in the opposite direction. On taking over, he avowed, "The world in which we operate has changed dramatically, and we must change to succeed. No one drinks globally. Local people get thirsty and View Details

Keywords: by Pankaj Ghemawat

06 Jun 2008
What Do You Think?

Why Don’t Managers Think Deeply?

rises to the top levels are very productive and very diligent individuals who tend not to reflect and are extremely efficient at deploying other people's ideas," implying that this type of leader is not likely to understand, encourage, or recognize deep thinking... View Details

Keywords: by Jim Heskett

11 Feb 2020
Sharpening Your Skills

10 Rules Entrepreneurs Need to Know Before Adopting AI

a result, the customer will see more business value in the solution and be more likely to convert to a paid customer. (An added bonus for the startup: lower customer-acquisition cost.) Still, it’s proven difficult for entrepreneurs to... View Details

Keywords: by Rocio Wu

18 Sep 2019
Op-Ed

WeWork—The IPO That Shouldn’t?

not to frame a public offering." To ameliorate some of the criticism, and to salvage its IPO, WeWork recently pivoted. It proposed its IPO valuation of $47 billion be slashed, added a woman to its board of directors, and, this past... View Details

Keywords: by Nori Gerardo Lietz; Financial Services; Real Estate

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