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  • 07 Nov 2023
  • Blog Post

Get to Know the HBS Armed Forces Alumni Association

development and job search process of members, and raise awareness and support for the military among the members of the Harvard University community. The AFAA welcomes service members and veterans from all branches and nations. What does... View Details
  • 11 Nov 2022
  • Blog Post

Meet the HBS Armed Forces Alumni Association

development and job search process of members, and raise awareness and support for the military among the members of the Harvard University community. The AFAA welcomes service members and veterans from all branches and nations. What does... View Details
  • 01 May 2008
  • Research & Ideas

The Marketing Challenges of the China Olympics

as official sponsors and unofficial free-riders attach themselves to the Olympic logo, to particular sports, national teams, or individual athletes. Global brands, in particular, see the Olympics and World Cup soccer as the two most... View Details
Keywords: by John Quelch; Sports

    Sara McKinley Torti

    Sara Torti is a senior product and operating executive who has focused extensively on creating and scaling technology-based businesses that require a combination of detailed execution, business insight and technical acumen. She has grown products... View Details

    • 2020
    • Book

    The Power of Experiments: Decision-Making in a Data-Driven World

    By: Michael Luca and Max H. Bazerman
    Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments—also known as randomized controlled trials—designed to test the impact of changes to an... View Details
    Keywords: Experiments; Randomized Controlled Trials; Organizations; Decision Making; Analytics and Data Science; Management Analysis, Tools, and Techniques
    Related
    • 08 Dec 2016
    • Cold Call Podcast

    How Wayfair Built a Furniture Brand from Scratch

    Keywords: Retail
    • September 2011 (Revised March 2014)
    • Case

    Brightcove, Inc. in 2007

    By: Andrei Hagiu and David B. Yoffie
    Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing... View Details
    Keywords: Competition; Entrepreneurship; Investment; Diversification; Digital Platforms; Business Strategy; Internet and the Web; Business Model; Distribution; Media and Broadcasting Industry; Motion Pictures and Video Industry
    Related
    • 18 Feb 2009
    • First Look

    First Look: February 18, 2009

      Working PapersDeterring Online Advertising Fraud Through Optimal Payment in Arrears (revised) Author:Benjamin Edelman Abstract Online advertisers face substantial difficulty in selecting and supervising... View Details
    Keywords: Martha Lagace
    • November 2019 (Revised September 2022)
    • Case

    TripAdvisor: An Itinerary for Growth

    By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
    In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details
    Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts
    Related
    • Career Coach

    Doug Lester

    Doug’s approach to career and executive coaching is informed by over ten years in marketing, digital, and general management roles at Johnson & Johnson and other Fortune 500 companies. He offers perspective as a former executive recruiter and often counsels alumni on... View Details
    Keywords: Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising
    • Teaching Interest

    Digital Marketing Strategy

    By: John A. Deighton

    When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

    • October 2003 (Revised August 2005)
    • Case

    American Legacy: Beyond the Truth Campaign

    By: Youngme E. Moon and Kerry Herman
    The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
    Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact
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    • 21 Jan 2020
    • Blog Post

    Meet the AFAA Club

    The mission of the Armed Forces Alumni Association (AFAA) is to assist in the professional development and job search process of members; to promote camaraderie among members; and to raise awareness and support for the military among the... View Details
    Keywords: All Industries

      The Power of Experiments

      Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments—also known as randomized controlled trials—designed to test the impact of... View Details

      • 07 Jun 2010
      • Research & Ideas

      Improving Brand Recognition in TV Ads

      Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research by HBS professor Thales S. Teixeira offers... View Details
      Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation
      • 26 Feb 2013
      • First Look

      First Look: Feb. 26

      and display ads also exhibit significant dynamics that improve their effectiveness and ROI over time. Finally, in addition to increasing search conversion, display ad exposure also increases search clicks,... View Details
      Keywords: Sean Silverthorne
      • 04 May 2009
      • Research & Ideas

      What’s Next for the Big Financial Brands

      continue to assess accurately the risk profile of each local customer seeking a loan. As advertising for PNC Bank states: "Now more than ever responsible lending is everything." When consumers are uncertain, they need to have... View Details
      Keywords: by John Quelch; Banking; Financial Services
      • 23 Nov 2010
      • First Look

      First Look: November 23

      labels identifying search engine advertisements. In particular, for a random subset of users, we change "sponsored link" labels to instead read "paid advertisement." We find that users receiving the "paid... View Details
      Keywords: Sean Silverthorne
      • 2021
      • Report

      The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

      By: John A. Deighton and Leora Kornfeld
      This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details
      Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding
      Related
      • 03 Mar 2008
      • Research & Ideas

      Marketing Your Way Through a Recession

      need to know more than ever how consumers are redefining value and responding to the recession. Price elasticity curves are changing. Consumers take more time searching for durable goods and negotiate harder at the point of sale. They are... View Details
      Keywords: by John Quelch