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- All HBS Web
(291)
- News (53)
- Research (195)
- Events (2)
- Multimedia (1)
- Faculty Publications (60)
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- 18 Nov 2014
- First Look
First Look: November 18
http://www.hbs.edu/faculty/Publication%20Files/Teixeira%20et%20al%20(2014)%20Television%20Advertising%20and%20Online%20Shopping_7d5c54e1-fd1b-4dcc-bd41-06e2978d4f23.pdf Working Papers The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in U.S.... View Details
Keywords: Sean Silverthorne
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
target market and they don’t care if they alienate others.” “The challenge is to find the nugget of insight from this huge amount of data” Not every brand can get away with political messaging, however. John says a friend who sells... View Details
- 16 Nov 2016
- Research & Ideas
Turning One Thousand Customers into One Million
to the supply side toward catering to the demand side. Building on the initial 1,000 After surpassing 1,000 customers, organic opportunities for the companies to acquire more customers and suppliers in bulk became increasingly rare. So Uber and Airbnb turned to digital... View Details
- 15 Feb 2011
- First Look
First Look: Feb. 15
each complementing the other. Government Advertising and Media Coverage of Corruption Scandals Authors:Rafael Di Tella and Ignacio Franceschelli Publication:American Economic Journal: Applied Economics (forthcoming) Abstract : We... View Details
Keywords: Sean Silverthorne
- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details
- 17 Dec 2013
- First Look
First Look: December 17
self-reinforcing during the sample period, which, in turn, has implications for the consequences of IFRS adoption. Publisher's link: http://ssrn.com/abstract=1590245 August 2013 Journal of Advertising Research Optimizing the Amount of... View Details
Keywords: Carmen Nobel
- 24 Apr 2018
- First Look
First Look at New Research and Ideas, April 24, 2018
Effectiveness By: Kim, Tami, Kate Barasz, and Leslie K. John Abstract—Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal... View Details
Keywords: Sean Silverthorne
- 05 Feb 2013
- First Look
First Look: Feb. 5
work by other researchers. The memorable propositions that he formulated have probably done more than any other academic to transform views of negotiation toward an interest-based, joint problem-solving conception. Working PapersThe Dynamic View Details
Keywords: Sean Silverthorne
- 26 Aug 2019
- Research & Ideas
Lipstick Tips: How Influencers Are Making Over Beauty Marketing
listen to influencers, not company ads To study just how much influence influencers have on consumers, Vettese surveyed 520 women, specifically targeting beauty enthusiasts on Facebook who use such keywords as “beauty,” “skincare,” and... View Details
- 01 Oct 2013
- First Look
First Look: October 1
that can be performed. We argue that Natural Language Processing (NLP) can be used to improve the effectiveness of inspections by allowing cities to target restaurants that are most likely to have a hygiene violation. In this work, we... View Details
Keywords: Sean Silverthorne
- 03 Mar 2015
- First Look
First Look: March 3
advertising strategy, and leather sourcing issues. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/514078-PDF-ENG Harvard Business School Case 815-070 The Grommet The Grommet, an online product launch platform, was at the... View Details
Keywords: Sean Silverthorne
- 24 Apr 2023
- HBS Case
What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks
legally across states with a dizzying array of manufacturing, retailing, packaging, and advertising regulations. “The level of uncertainty is so high for cannabis entrepreneurs,” says Israeli, who co-wrote the case with Annie Wilson,... View Details
- 13 Nov 2013
- Research & Ideas
Should Men’s Products Fear a Woman’s Touch?
fact that this car seemed to be targeted toward women was highly problematic for many in the brand community," says Avery, "and a lot of their conversations were related to themes of masculinity and femininity and how the... View Details
- 08 Jul 2019
- Research & Ideas
Are Paywalls Saving Newspapers?
paywall sales strategy, you have to make sure you have the reputation and the uniqueness of content to do it ” “We look at the whole picture—both the digital and print channels, and the two revenue sources of the firms, advertising and... View Details
- 16 Jun 2020
- Research & Ideas
Your Customers Have Changed. Here's How to Engage Them Again.
has dropped sharply—they must find new markets to grow. Hence, American, Delta, and United Airlines are now employing airplanes previously targeted for passengers to fulfill cargo deliveries. For some firms, their products or services are... View Details
- 08 Mar 2016
- First Look
March 8, 2016
choices. Evaluating a natural experiment in which different results were shown to users who performed similar searches, they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising... View Details
Keywords: Sean Silverthorne
- 19 Apr 2004
- Research & Ideas
Birth of the American Salesman
twentieth century, Americans read how-to-sell books and turned Bruce Barton's The Man Nobody Knows (1925), which portrayed Jesus Christ as a successful sales and advertising executive, into a bestseller. Books on salesmanship skills still... View Details
Keywords: by Laura Linard
- 08 Sep 2014
- Research & Ideas
The Strategic Way To Hire a Sales Team
Google and Groupon, for instance, a higher percentage of employees work in sales than engineering or data mining. And at Facebook the salesforce's ability to translate 'likes' into advertisers will make or break that company's valuation... View Details
Keywords: by Carmen Nobel
- 22 Nov 2004
- Research & Ideas
Side Effects: The Case of Propecia
You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details
- 28 Nov 2005
- Research & Ideas
Unilever: Transformation and Tradition
as a result, but also avoiding disasters. The ice cream and other foods businesses were built patiently by the acquisition of one local firm after another, and their melding into the Unilever model. Following the National Starch acquisition, larger View Details