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  • 24 Feb 2009
  • First Look

First Look: February 24, 2009

which the instruments of accountability are at least as likely to reproduce relationships of inequality as they are to overturn them. Deterring Online Advertising Fraud Through Optimal Payment in Arrears Author:Benjamin Edelman... View Details
Keywords: Martha Lagace
  • 08 Mar 2011
  • First Look

First Look: March 8

Cournot-style competition. Meanwhile, each advertiser must pay a participation cost to use each ad platform, and advertiser entry strategies are derived using symmetric Bayes-Nash equilibrium that lead to... View Details
Keywords: Sean Silverthorne
  • January 2009
  • Teaching Note

Obama versus Clinton: The YouTube Primary (TN)

By: John A. Deighton and Leora Kornfeld
Teaching Note for [509032]. View Details
Keywords: Internet and the Web; Media; Political Elections; Advertising Campaigns
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  • 20 Jun 2011
  • Lessons from the Classroom

Fame, Faith, and Social Activism: Business Lessons from Bono

with Apple for an early release on iTunes of the single "Vertigo," and the video was featured in an Apple ad campaign. "We turned advertising into a rock video," Bono said at the time. That's not selling out, he said. "It's exciting."... View Details
Keywords: by Kim Girard; Entertainment & Recreation
  • 07 Oct 2019
  • Sharpening Your Skills

How Companies Can Make Up with (Very) Unhappy Customers

and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why they backfire. Image: iStock What's the best example you've seen of a company... View Details
Keywords: by Sean Silverthorne; Retail; Air Transportation
  • 28 Jul 2016
  • Op-Ed

Where is TripAdvisor for Doctors?

Funding. TripAdvisor recently compromised perceived objectivity by accepting hotel bookings on which it earns commissions. Previously, TripAdvisor revenues depended on travel-related advertising on the site. Having become the highest... View Details
Keywords: by John A. Quelch; Health
  • October 2014
  • Module Note

Market Design in Online Businesses (Abridged)

By: Peter Coles and Benjamin Edelman
The purpose of this note is to characterize the challenges entrepreneurs may face in creating a well-functioning ecosystem of users, and to equip entrepreneurs with tools to overcome these obstacles. The note is meant to accompany the final module of the "The Online... View Details
Keywords: Platform Design; Network Effects; Market Design; Advertising Industry; Advertising Industry; Advertising Industry
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  • 13 Jan 2015
  • First Look

First Look: January 13

can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful vehicle for... View Details
Keywords: Sean Silverthorne
  • September 2007
  • Case

Metro International S.A.

By: Tarun Khanna, Felix Oberholzer-Gee, Vincent Marie Dessain, Ane Damgaard Jensen and Anders Sjoman
Explores the business model of Metro International, a company publishing 70 editions of its free newspaper in 20 countries. Metro had been a pioneer in the free newspaper market, fighting incumbent publishers distributing traditional paid-for newspapers. Looks at the... View Details
Keywords: Business Model; Business Strategy; Competitive Strategy; Digital Marketing; Advertising; Expansion; Globalized Firms and Management; Journalism and News Industry; Spain
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  • May 2004 (Revised April 2005)
  • Case

United States Army

By: Rajiv Lal and Laura Coleman
After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase... View Details
Keywords: Advertising Campaigns; Decisions; Globalization; Recruitment; Management Teams; Marketing Strategy; United States
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  • 25 Jun 2019
  • Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

products sold and marketed by LEGO. In addition to reducing innovation costs, this often leads to an increase in authentic, word-of-mouth advertising as users promote designs that they created or designs they find attractive within their... View Details
Keywords: by Danielle Kost
  • 13 Jan 2009
  • First Look

First Look: January 13, 2009

  Working PapersCPC/CPA Hybrid Bidding in a Second Price Auction Authors:Benjamin Edelman and Hoan Soo Lee Abstract We develop a model of online advertising in which each advertiser chooses from multiple... View Details
Keywords: Martha Lagace
  • February 2008
  • Teaching Note

DermaCare: Zapping Zits Directly (TN)

By: Richard G. Hamermesh
Teaching Note for [808064]. View Details
Keywords: Product Development; Innovation and Invention; Health Care and Treatment; Financing and Loans; Venture Capital; Advertising; Distribution; Health Industry
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  • 26 Jun 2007
  • First Look

First Look: June 26, 2007

forecasting processes, while also trying to prepare for unexpected urgent orders and natural disasters. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=107018 Google Advertising Harvard Business School... View Details
Keywords: Martha Lagace
  • 27 Feb 2006
  • Research & Ideas

Corporate Values and Employee Cynicism

Business School, have studied the risks and rewards of organizational values in depth using a young, ambitious advertising agency for a field study. What they learned about positive values surprised them, and their findings were published... View Details
Keywords: by Martha Lagace
  • 10 Jun 2002
  • Research & Ideas

Disruption: The Art of Framing

different work patterns and decision rules required in the new business. Print reps were used to selling in long cycles, to an established customer base, with a generic, nontargeted advertising product. Online View Details
Keywords: by Clark Gilbert & Joseph L. Bower
  • February 2021
  • Teaching Plan

Soofa: Displaying the Right Path?

By: Jeffrey J. Bussgang and Amy Klopfenstein
This teaching plan serves as a supplement to the case “Soofa: Displaying the Right Path?” HBS 820-098. The case explores the tension between two different financing and expansion plans for a startup, and explores issues related to business model pivots and industry... View Details
Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Judgments; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry and Exit; Demand and Consumers; Media; Society; Urban Development; Sustainable Cities; Information Technology; Information Infrastructure; Digital Platforms; Strategy; Business Strategy; Expansion; Relationships; Capital; Venture Capital; Advertising Industry; Advertising Industry; Advertising Industry; North and Central America; United States; Massachusetts; Cambridge
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  • 14 May 2013
  • First Look

First Look: May 14

effective care teams and good management of local operations (clinical microsystems). Clinicians influence both, and local clinician leaders will have several key tasks. Publisher's link: http://www.nejm.org/doi/full/10.1056/NEJMp1301814 2006 Marketing Science The... View Details
Keywords: Sean Silverthorne
  • 10 Jun 2013
  • Research & Ideas

How Numbers Talk to People

decision to change how it made its money from relationships with real estate agents. Zillow began to work with agents in 2008, having previously been focused on consumers. One aspect of its agent-related business model was selling View Details
  • 08 Oct 2013
  • First Look

First Look: October 8

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1939494   Working Papers Competing Ad Auctions By: Ashlagi, Itai, Benjamin Edelman, and Hoan Soo Lee Abstract—We present a two-stage model of competing ad auctions. Search engines attract users via Cournot-style... View Details
Keywords: Sean Silverthorne

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