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- All HBS Web
(233)
- News (61)
- Research (138)
- Events (2)
- Multimedia (1)
- Faculty Publications (64)
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- 19 Dec 2023
- Research & Ideas
15 Podcast Episodes That Grabbed Listeners in 2023
Call Ryan Serhant: How to Manage Your Time for Happiness Real estate entrepreneur, television star, husband, and father Ryan Serhant is incredibly busy and successful. He starts his days at 4 a.m. and often doesn’t end them until 11 p.m.... View Details
Keywords: by Danielle Kost
- 13 Nov 2013
- Research & Ideas
Should Men’s Products Fear a Woman’s Touch?
percent of Porsche-driving television and movie characters have been male. SUVs, however, are commonly associated with women drivers. To gauge the effect of the change among loyal Porsche owners, Avery analyzed online conversations among... View Details
- 24 Apr 2018
- First Look
First Look at New Research and Ideas, April 24, 2018
Erasing Racism Louis (Lou) Gossett Jr.’s exemplary life included a groundbreaking career in entertainment and a bold and audacious goal to erase racism. From the Broadway stage to television and the movie screen, Gossett earned major... View Details
Keywords: Sean Silverthorne
- 03 Oct 2005
- Research & Ideas
The Box Office Power of Stars
film, such as whether to open a movie in a large number of theaters, whether to use television advertising to promote the film, and whether to avoid a competitive, high-season opening weekend may impact its... View Details
- 25 Oct 2022
- Research & Ideas
Is Baseball Ready to Compete for the Next Generation of Fans?
New York Yankee slugger Aaron Judge, would surpass the $10.7 billion it reported in 2019—the last full season before pandemic interruptions. The league also signed new TV contracts with ESPN and TBS before this season, and next year will allow teams to display View Details
- 09 Nov 2016
- Op-Ed
6 Lessons from Donald Trump's Winning Marketing Manual
not, the consumer won't repurchase four years from now. Build enthusiasm. Good marketers know the power of word-of-mouth recommendations. In the era of social media, better organization (the old ground war) and outspending on television... View Details
Keywords: by John A. Quelch
- 29 Jan 2013
- Research & Ideas
Creating the Perfect Super Bowl Ad
Super Bowl Sunday is sure to bring the usual barrage of clever soda, beer, and car ads featuring everyone from Vegas showgirls selling Coca-Cola to pop celebrity Psy charming us to buy pistachios Gangnam-style. But at a whopping $3.7 million per 30-second spot, perhaps... View Details
- October 2009 (Revised June 2010)
- Case
Hulu: An Evil Plot to Destroy the World?
By: Anita Elberse and Sunil Gupta
In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test... View Details
Keywords: Advertising; Business Model; Television Entertainment; Distribution Channels; Service Operations; Internet and the Web; Media and Broadcasting Industry; Motion Pictures and Video Industry
Elberse, Anita, and Sunil Gupta. "Hulu: An Evil Plot to Destroy the World?" Harvard Business School Case 510-005, October 2009. (Revised June 2010.)
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
users and also spreads its content by algorithm. YouTube mainstreamed user-generated content, which had a vibe so different from television that the measurement services did not count YouTube as TV. Although much of its content is longer,... View Details
Keywords: by John Deighton and Leora Kornfeld
- August 2022 (Revised March 2023)
- Case
Pricing at Netflix: The Sequel
By: Elie Ofek and Amy Klopfenstein
This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new, high-profile original content, added millions of subscribers, and introduced another price increase in January 2022.... View Details
Keywords: Marketing; Advertising; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Internet and the Web; Customers; Customer Satisfaction; Advertising Industry; Advertising Industry; North and Central America; United States
Ofek, Elie, and Amy Klopfenstein. "Pricing at Netflix: The Sequel." Harvard Business School Case 523-015, August 2022. (Revised March 2023.)
- 13 Jun 2014
- Op-Ed
World Cup Soccer: 770 Billion Minutes of Attention
overload. Using a standard cost of $25 per thousand viewers, which is generally charged by broadcast companies for a 30 second ad on primetime television in the United States (a value cheaper than Japan and more expensive than Brazil)... View Details
- 05 Feb 2014
- Research & Ideas
Can Putin Score Olympic Gold?
million every four years just for the privilege of using The Rings in their advertising—with hundreds of millions more spent on the advertising campaigns themselves. They aren't the only ones banking on Olympic success. NBC, which paid... View Details
- 25 Sep 2000
- Research & Ideas
Cyber-Marketing: Scouting the Digital Communications Frontier
television brings people together and lets advertisers build giant brands and promote broad cultural trends, the Web segments the audience into small pockets of interest. Mass marketers have a whole new game... View Details
Keywords: by Peter K. Jacobs
- January 1996 (Revised January 1996)
- Teaching Note
Colonial Broadcasting Co. TN
By: Arthur Schleifer Jr. and George Wu
Teaching Note for (9-894-011). View Details
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The... View Details
- 02 Sep 2016
- Op-Ed
The Twitter Election
7,772, and he widens his lead on retweets. Trump has been tweeting more energetically, but Clinton is way more efficient in number of tweeters per tweet.As she did in 2008, Clinton is relying more heavily on traditional media with over $100 million spent so far on... View Details
Keywords: by John Quelch and Thales Teixeira
- 09 Feb 2018
- Research & Ideas
Big Hits: The Best of the 2018 Super Bowl Ads
The Super Bowl isn’t just a mainstage for football’s two best teams. With over 100 million viewers tuned in, and 30-second spots going for more than $5 million, the big game also represents one of the highest stakes advertising events of... View Details
- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre... 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
- 17 Dec 2001
- Research & Ideas
Venture Capital: Hot Markets and Current Industry Trends
sleeves.—Jeff Fagnan Lisa L. Wiersma, Principal, Tribune Ventures, invests around core businesses or newspapers and television stations. Her firm, perhaps not too surprisingly, is particularly interested in ventures that are not driven by... View Details
Keywords: by Julia Hanna