Publications

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Career Coach

Jim Warner

digital strategy and marketing. Microsoft acquired the company in 2007. In 2009, Jim set up Third Floor Enterprises, an advisory and investment firm focused on advertising and marketing technology and services where he has served as a... View Details

Keywords: Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising

16 Feb 2004
Research & Ideas

Marketing Wine to the World

many consolidations in the past decade. Does the rapid consolidation of New World producers make profits at the cost of diversity? Should a beer company own a vineyard? A: The scope economies across the beer and wine businesses appear fairly small. Certainly, Foster's... View Details

Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage

October 1988
Case

National Pork Producers Council: ""Pork--The Other White Meat"" Campaign

Keywords: Advertising Campaigns; Food; Food and Beverage Industry

10 Jan 2011
Research & Ideas

Is Groupon Good for Retailers?

Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details

Keywords: by Carmen Nobel; Advertising; Advertising

Research Summary

Overview

Hisano’s research addresses the social and cultural implications of technological development and economic changes mainly in the twentieth-century United States. By analyzing the regulation, manipulation, and presentation of food color, her current book project links... View Details

Keywords: Business History; Consumer Behavior; Agribusiness; Food And Environment; Business Strategy; Commercialization; Business And Government; Advertising; Goods and Commodities; Food; History; Government and Politics; Marketing; Business and Government Relations; Advertising Industry; Advertising Industry; Advertising Industry; United States

08 Dec 2016
Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail

24 Feb 2014
Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in... View Details

Keywords: by Carmen Nobel; Advertising; Advertising; Advertising

March 2006
Teaching Note

American Legacy: Beyond the Truth Campaign (TN)

By: Youngme E. Moon

Keywords: Advertising Campaigns

Purchase

May 2011
Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery

Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details

Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry

Read Now

February 1973 (Revised June 1973)
Case

Listerine Antiseptic (A)

Keywords: Advertising Campaigns; Pharmaceutical Industry

April 1989
Case

New England Brown Egg Council Takes on Salmonella

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Perception; Agriculture and Agribusiness Industry; New England

October 1988
Case

Beef Industry Council: ""Beef--Real Food for Real People"" Campaign

Keywords: Advertising Campaigns; Animal-Based Agribusiness; Agriculture and Agribusiness Industry; Food and Beverage Industry

Article

What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness

By: Mark Forehand and Rohit Deshpandé

Keywords: Advertising

May 1987 (Revised May 1991)
Case

Crafted with Pride in U.S.A. Council

Keywords: Advertising; United States

February 2014
Article

Responses to Entry in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers

By: Robert Seamans and Feng Zhu

How do firms respond to entry in multi-sided markets? We address this question by studying the impact of Craigslist, a website providing classified-advertising services, on local U.S. newspapers. We exploit temporal and geographical variation in Craigslist's entry to... View Details

Keywords: Digital Platforms; Market Entry and Exit; Internet and the Web; Newspapers; Advertising; Advertising Industry; Advertising Industry