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Show Results For
- All HBS Web
(1,931)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- 04 May 2016
- What Do You Think?
What Does Boaty McBoatface Tell Us About Brand Control on the Internet?
this matter was handled? What would you have done differently? Why? What do you think?--JH. References: Dina Gerdeman, Advertisers Get Serious About Playing With Their Brands,Harvard Business School Working Knowledge, hbswk.hbs.edu, May... View Details
- 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
- 13 Feb 2017
- Research & Ideas
Paid Search Ads Pay Off for Lesser-Known Restaurants
For business executives trying to decide where exactly in the digital realm to invest their advertising dollars, new research indicates that paid search ads on review sites such as Yelp can be a good way to go—at least for small,... View Details
- February 1991 (Revised April 1992)
- Teaching Note
New York Against AIDS (A) & (B) and Ad Council's AIDS Campaign (A) & (B), Teaching Note
Teaching Note for (9-590-036), (9-590-037), (9-590-105), and (9-590-106). View Details
- February 2009 (Revised June 2014)
- Teaching Note
Ad Classification at Right Media
By: Benjamin Edelman
Teaching Note for [909032]. View Details
- 17 Dec 2008
- Lessons from the Classroom
‘Ted Levitt Changed My Life’
executive might as well pack his attaché case and go fishing. If an organization does not know or care where it is going, it does not need to advertise that fact with a ceremonial figurehead. Everybody will notice it soon enough." In... View Details
- 13 Jun 2014
- Op-Ed
World Cup Soccer: 770 Billion Minutes of Attention
The business of football has a well-established global audience. In this playing field, aggregating the attention of fans and selling a portion to advertisers and sponsors is where the real riches lie. The ticket sales are a mere fraction... View Details
- November 2005 (Revised December 2016)
- Case
Bally Total Fitness (A): The Rise, 1962–2004
By: John R. Wells, Elizabeth A. Raabe and Gabriel Ellsworth
From a single, modest club in 1962, Bally Total Fitness had grown to become—in management’s words—the “largest and only nationwide commercial operator of fitness centers” in the United States in 2004. Bally had faced its share of challenges, but the last couple of... View Details
Keywords: Bally Total Fitness; Fitness; Gyms; Health Clubs; Chain; Securities And Exchange Commission; Paul Toback; Weight Loss; Exercise; Contracts; Personal Training; Retention; Accounting; Accounting Audits; Accrual Accounting; Finance; Advertising; Business Growth and Maturation; Business Model; For-Profit Firms; Customers; Customer Satisfaction; Public Equity; Financing and Loans; Revenue; Revenue Recognition; Geographic Scope; Multinational Firms and Management; Health; Nutrition; Business History; Lawsuits and Litigation; Management; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Marketing; Operations; Service Delivery; Service Operations; Public Ownership; Problems and Challenges; Business and Shareholder Relations; Business Strategy; Competition; Corporate Strategy; Expansion; Segmentation; Trends; Cost Management; Profit; Growth and Development; Leadership Style; Five Forces Framework; Private Ownership; Opportunities; Motivation and Incentives; Competitive Strategy; Health Industry; United States; Illinois; Chicago
Wells, John R., Elizabeth A. Raabe, and Gabriel Ellsworth. "Bally Total Fitness (A): The Rise, 1962–2004." Harvard Business School Case 706-450, November 2005. (Revised December 2016.)
- April 2015
- Case
Who Owns the Whale?
By: Thales S. Teixeira and David E. Bell
Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details
Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; Advertising Industry; North America; Europe
Teixeira, Thales S., and David E. Bell. "Who Owns the Whale?" Harvard Business School Case 515-107, April 2015.
- 06 Mar 2017
- Research & Ideas
Why Comparing Apples to Apples Online Leads To More Fruitful Sales
Online, consumers are more likely to buy when a product grouping display contains like items. Source: Mik22 In online retail displays, items pictured next to your product may make or break a decision to buy that product, according to results of a new study by Uma R.... View Details
- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
Until the close of the last decade, health consumers received much of their knowledge and advice about prescription drugs from their physicians or other health care professionals. Today, pharmaceutical companies are spending several billion dollars a year to View Details
Keywords: by Manda Salls
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Companies Must Forget—and Borrow
As companies ride the digital wave, many find that switching up old, tired practices and deviating from the norm can be crucial to survival. But sometimes things can be taken too far. During the Digital Initiative Summit at Harvard Business School on March 30, business... View Details
- November 1993 (Revised December 1993)
- Case
Saatchi & Saatchi/WPP Group
By: David F. Hawkins
Hawkins, David F. "Saatchi & Saatchi/WPP Group." Harvard Business School Case 194-047, November 1993. (Revised December 1993.)
- 25 Sep 2000
- Research & Ideas
Cyber-Marketing: Scouting the Digital Communications Frontier
marketing (namely, direct mail and telemarketing). Each significantly altered the marketing communications process and, in so doing, reshaped the advertising industry. However, unlike its predecessors, digital communications promises to... View Details
Keywords: by Peter K. Jacobs
- 10 Oct 2018
- Research & Ideas
The Legacy of Boaty McBoatface: Beware of Customers Who Vote
stevanovicigor In 2016, the National Environmental Research Council (NERC), a quasi-governmental agency in the United Kingdom, decided it would be fun to let the public vote online to name the country’s newest research vessel. The agency was less pleased when it saw... View Details
- April 1995
- Case
USAir "Letters to Travelers" Campaign
By: Stephen A. Greyser and Norman Klein
Greyser, Stephen A., and Norman Klein. USAir "Letters to Travelers" Campaign. Harvard Business School Case 595-105, April 1995.
- 14 Nov 2005
- Research & Ideas
How Can Start Ups Grow?
published by the Academy of Management (August, 2005) as part of its Best Paper Proceedings. Her research on how young firms grow is based on data looking at new advertising agencies in New York and Chicago from 1977 to 1985. In this... 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 willingness of producers to build their... View Details
- June 1989 (Revised May 1993)
- Supplement
Rossin Greenberg Seronick & Hill, Inc. (B)
By: John A. Quelch
Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications. View Details
Quelch, John A. "Rossin Greenberg Seronick & Hill, Inc. (B)." Harvard Business School Supplement 589-125, June 1989. (Revised May 1993.)
- 09 Feb 2012
- Sharpening Your Skills
Sharpening Your Skills: Online Marketing
concerned with not just reviews but all the factors that create trust with their users. Do People Watch Online Video Ads? Creating Online Ads We Want to Watch The mere fact that an online video advertisement reaches a viewer's computer... View Details