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  • 04 Jun 2014
  • What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

Summing Up Is the Potential Negative Impact of New Information Technologies on Customer Loyalties Overstated? Customers will remain loyal to brands that meet their needs, regardless of the effects of new information technologies on their general knowledge about... View Details
Keywords: by James Heskett; Advertising; Advertising; Advertising
  • October 2010
  • Article

Unleashing the Power of Marketing

By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details
Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Advertising Industry
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  • March 2013
  • Article

For Mobile Devices, Think Apps, Not Ads

By: Sunil Gupta
Many companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to... View Details
Keywords: Applications and Software; Advertising; Mobile and Wireless Technology; Innovation and Invention
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  • 29 Sep 2015
  • Research & Ideas

Work 3.0: Redefining Jobs and Companies in the Uber Age

across multiple industries. There are at least five kinds of control that could belong to either company or worker, depending on the business model: Price charged to the customer. Equipment used by the worker, Method of service delivery. Ways of View Details
Keywords: by Andrei Hagiu; Transportation; Web Services
  • 15 Jul 2015
  • Research & Ideas

Amazon Prime Day: The Logic Behind a Retailer’s Made-up Holiday

able to collect hundreds of terabytes of data on the shoppers. Given that the company already makes close to $1 billion in advertising, that is information the company can then quickly turn around and sell to advertisers for an even... View Details
Keywords: Re: Sunil Gupta; Retail
  • 05 Jun 2000
  • What Do You Think?

What’s Happening to Our Patience?

advertising as well as other opportunities for multi-tasking while we await responses to our last click. Original Article We are witnessing a race to reduce the time required to fill the tank of a car with gasoline. Why, when Mobil... View Details
Keywords: by James Heskett
  • 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
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  • 25 Apr 2005
  • Research & Ideas

New Learning at American Home Products

preparations; publicly advertised medicinal, pharmaceutical and dentifrice preparations; food products; household products; cosmetics and toilet preparations; and chemicals, organic colors and pigments, dye stuffs and intermediates."... View Details
Keywords: by Alfred D. Chandler Jr.; Chemical; Health; Manufacturing; Pharmaceutical
  • 26 Nov 2012
  • Research & Ideas

New Winners and Losers in the Internet Economy

Direct employment in the US Internet ecosystem has doubled in those four years, with 1 million new jobs added to the million that already existed in 2007, according to a recent study commissioned by the Interactive Advertising Bureau,... View Details
Keywords: by Dina Gerdeman; Publishing
  • 02 Sep 2016
  • Op-Ed

The Twitter Election

advertisements in battleground or swing states. These ads are designed to raise doubts about and paint a picture of Trump before he has enough money to hit the airwaves in earnest. Complementing this air war is Clinton's well-organized... View Details
Keywords: by John Quelch and Thales Teixeira
  • 03 Mar 2008
  • First Look

First Look: March 4, 2008

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=708429 MINI USA: Finding a New Advertising Agency (A) Harvard Business School Case 508-041 Selling an intangible like advertising services is a... View Details
Keywords: Martha Lagace
  • 16 Jul 2014
  • HBS Case

Marketing Obamacare

variety of ways to reach each group, including billboards, print advertisements, radio, TV, online, and social media, tailoring the message to the medium. For the "cautious optimist" group, which included a number of Latinos, AHCT produced Spanish-language... View Details
Keywords: by Michael Blanding; Health
  • 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
  • 21 Dec 2010
  • First Look

First Look: December 21

to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, powered 6,000 websites and 1,000 applications, and served over 6 billion View Details
  • 09 Jan 2014
  • Research & Ideas

Excerpt: ’Fortune Tellers’

and pointed to the future. These had various names, such as Babson's Composite Plot and the Harvard Economic Service's Index of General Business Conditions. Forecasters also devoted time to sales and marketing. Successful forecasting agencies developed ways to publish,... View Details
Keywords: by Walter A. Friedman
  • 14 Sep 2017
  • Op-Ed

Op-Ed: Google Engineer Deserved to be Fired by the CEO

Fellow at Harvard Business School, former Chair & CEO of Medtronic, and author of Discover Your True North. Related Reading: Why Employers Favor Men How Should Advertisers Respond to Consumer Demand for Whiter Skin? Taking the Fear... View Details
Keywords: by Bill George
  • 25 Oct 2017
  • Research & Ideas

Will Machine Learning Make You a Better Manager?

invest in data collection and storage capabilities as well as data analysis people,” says Teodorescu. “Detecting which customers or employees are about to jump ship, how to maximize effectiveness for every dollar of advertising spent, and... View Details
Keywords: by Michael Blanding; Information Technology
  • 21 May 2007
  • Research & Ideas

Fixing the Marketing-CEO Disconnect

operations where there are established techniques in inventory management and reengineering, there are no obvious and permanent cost-cutting results to be gained through marketing, short of simply slashing the advertising budget. In... View Details
Keywords: by Sean Silverthorne
  • September 2003 (Revised February 2007)
  • Case

PolyMedica Corporation (A)

By: David F. Hawkins and Jacob Cohen
The Securities and Exchange Commission and investors question PolyMedica Corp.'s practice of capitalizing rather than expensing of direct-response advertising. View Details
Keywords: Activity Based Costing and Management; Business Earnings; Advertising; Private Sector; Budgets and Budgeting; Cost Management; Capital Markets; Marketing; Private Equity; Pharmaceutical Industry; Medical Devices and Supplies Industry
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  • 12 Dec 2012
  • Research & Ideas

Power to the People: The Unexpected Influence of Small Coalitions

benefits to both members and nonmembers, negotiating advertising and product standards. "French consumer groups cultivated membership not by providing selective benefits, but by emphasizing their public purpose," Trumbull writes. French... View Details
Keywords: by Kim Girard

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