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(145)
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- Research (89)
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- Faculty Publications (63)
Show Results For
- All HBS Web
(145)
- News (30)
- Research (89)
- Multimedia (3)
- Faculty Publications (63)
- 01 Jun 1996
- News
Reinventing Marketing
he and Silk have set out to do at HBS. Marketing's New Mission Quelch and Silk, leaders of the Marketing unit since 1994, have adopted five imperatives to guide the department in addressing these significant changes. The unit has... View Details
- 01 Dec 2008
- News
Where Are They Now?
Glauber As the nation’s financial crisis unfolded in late September, Bob Glauber (DBA ’65) and his wife were exploring the old Silk Road in remote Central Asia. But that didn’t deter intrepid reporters from trying to track him down for... View Details
- September–October 2019
- Article
How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions
By: Rene Befurt and Alvin J. Silk
Market researchers generally, and survey experts specifically, study consumers to learn about their behavior: What are consumers’ opinions, attitudes, thoughts, and actions at the various stages of the buying process? Especially in litigation cases, these and other... View Details
Befurt, Rene, and Alvin J. Silk. "How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions." Landslide: Advancing Intellectual Property Law 12, no. 1 (September–October 2019): 51–54.
- November 1994 (Revised September 1996)
- Case
RiceSelect
By: Alvin J. Silk and Mary Shelman
In August 1994, Robin Andrews, President of RiceTec, Inc., faces a critical decision that will affect his firm's future: what policy should RiceTec follow for supplying grocery retailers with private label merchandise? RiceTec, a small privately owned firm engaged in... View Details
Keywords: Cash Flow; Leadership; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Private Ownership; Research and Development; Conflict Management; Agriculture and Agribusiness Industry; Retail Industry
Silk, Alvin J., and Mary Shelman. "RiceSelect." Harvard Business School Case 595-033, November 1994. (Revised September 1996.)
- winter 1993
- Article
Scale and Scope Effects on Advertising Agency Costs
By: A. J. Silk and E. Berndt
Silk, A. J., and E. Berndt. "Scale and Scope Effects on Advertising Agency Costs." Marketing Science 12 (winter 1993): 1–20.
- 01 Sep 2020
- News
Alumni and Faculty Books for September 2020
the Pros aims be a truly accessible, easy-to-understand resource available to help them. Using real-world examples and actual Wall Street models used by the pros, the authors teach you how to pick stocks in a highly accessible, step-by-step manner. Faculty Books China... View Details
- March 1996 (Revised October 1997)
- Case
Dewar's (B): Preliminary Results of the Repositioning Campaign
By: Alvin J. Silk and Lisa Klein Pearo
Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. View Details
Keywords: Product Positioning; Marketing Strategy; Advertising Campaigns; Food and Beverage Industry
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (B): Preliminary Results of the Repositioning Campaign." Harvard Business School Case 596-085, March 1996. (Revised October 1997.)
- June 2004
- Article
Holding Company Cost Economies in the Global Advertising and Marketing Services Business
By: Alvin J. Silk and Ernst R. Berndt
Silk, Alvin J., and Ernst R. Berndt. "Holding Company Cost Economies in the Global Advertising and Marketing Services Business." Art. 5. Review of Marketing Science 2, no. 1 (June 2004).
- September 1995 (Revised May 1996)
- Supplement
Philip Morris: Marlboro Friday (B)
By: Alvin J. Silk and Bruce Isaacson
Supplements the (A) case. View Details
Silk, Alvin J., and Bruce Isaacson. "Philip Morris: Marlboro Friday (B)." Harvard Business School Supplement 596-002, September 1995. (Revised May 1996.)
- 01 Apr 2000
- News
Getting the Message
attractive outfit walked across the screen carrying a sign that pitched a product. These almost literal translations of billboard and magazine ads did little more than set the previous forms in motion. HBS professor emeritus Alvin J. Silk... View Details
Keywords: Susan Young
- 20 Mar 2005
- Research & Ideas
Lessons of Successful Entrepreneurs
CEO of Silk Road Technologies. For the true entrepreneur, he continued, reality is the superior teacher; and school is an excuse to delay failure. Although their topic was "Post Boom Internet Opportunities," panelists spent most... View Details
Keywords: by Sean Silverthorne
- 2020
- Working Paper
Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?
By: Alvin J. Silk and Ernst R. Berndt
The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications... View Details
Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?" NBER Working Paper Series, No. 28161, December 2020.
- 2008
- Working Paper
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
By: Alvin J. Silk and Charles King III
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details
Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Service Industry; United States
Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.
- September 2005
- Article
Holding Companies: Size-Related Cost Economies
By: Alvin J. Silk and Ernst R. Berndt
Silk, Alvin J., and Ernst R. Berndt. "Holding Companies: Size-Related Cost Economies." AdMap, no. 464 (September 2005): 51–53.
- 01 Sep 2016
- News
In My Humble Opinion: The Business of Burning Man
There are no trash cans, electricity, or running water.” Character study: “I have two costumes for each day stored in Ziploc bags. One year I dressed as Marie Antoinette in mourning, in head-to-toe 18th-century French rococo black silk... View Details
Keywords: Julia Hanna
- 25 Sep 2017
- Blog Post
Michael Schrader (MBA 2012) on Finding Entrepreneurial Success with HBS Resources
world, was created based upon technology developed by Tufts University professors David Kaplan and Fiorenzo Omenetto. Kaplan and Omenetto's technique uses a protein found in silk to stabilize vaccines, making it possible to ship them... View Details
- 2015
- Working Paper
Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services." Harvard Business School Working Paper, No. 15-093, June 2015.
- 2013
- Article
How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality
By: Alvin J. Silk and Charles King III
We analyze changes in concentration levels in the U.S. Advertising and Marketing Services industry using data from the U.S. Census Bureau's quinquennial Economic Census and the Service Annual Survey. These data, heretofore largely ignored, allow us to redress some of... View Details
Keywords: Concentration Levels; Data; U.S. Census Bureau’s Quinquennial Economic Census And The Service Annual Survey; Measurement Problems; Herfindahl-Hirschman Index; Concentration Ratios; Advertising; Advertising Industry; North and Central America
Silk, Alvin J., and Charles King III. "How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality." Journal of Current Issues & Research in Advertising 34, no. 1 (2013): 166–193.
- March 1996 (Revised November 1997)
- Case
Dewar's (C): Exploring New Media Opportunities
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details
Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (C): Exploring New Media Opportunities." Harvard Business School Case 596-094, March 1996. (Revised November 1997.)