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  • 25 Mar 2014
  • First Look

First Look: March 25

School Case 514-079 Dumb Ways to Die: Advertising Train Safety (A) The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This... View Details
Keywords: Sean Silverthorne
  • 22 Aug 2011
  • Research & Ideas

Getting to Eureka!: How Companies Can Promote Creativity

tightly controls its search engine technology that is the core of its advertising profits. In a similar way, Facebook uses open source code to run its site and has recently opened up the design of its data centers, but closely guards its... View Details
Keywords: by Michael Blanding
  • 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
  • 02 May 2005
  • What Do You Think?

Where is Consumer Generated Marketing Taking Us?

of bloggers who speak in both whispers and shouts. Combined with the low cost of Web site and even crude advertising design, inhabitants of the Web can achieve wonders in creating and broadcasting a wide range of messages. These range... View Details
Keywords: by James Heskett
  • October 2003 (Revised August 2005)
  • Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman
The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact
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  • 30 Dec 2013
  • HBS Case

HBS Cases: What Warren Buffett Saw in Newspapers

advertising revenues over the past decade, as readers turned from print to more immediate sources of news. Coupled with rising printing, paper, and labor costs, the decreasing revenues created falling margins and increased leverage... View Details
Keywords: by Deborah Blagg; Journalism & News; Publishing
  • July 2002
  • Case

Introducing ... The XFL!

By: Susan M. Fournier, Stephen A. Greyser and Seth Schulman
When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title... View Details
Keywords: Advertising; Forecasting and Prediction; Product Positioning; Consumer Behavior; Product Development; Culture; Commercialization
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  • 24 Jan 2017
  • First Look

First Look at New Research: January 24, 2017

fair competition. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/917012-PDF-ENG Harvard Business School Case 516-030 InMobi: Reimagining Mobile Advertising InMobi, a mobile advertising company,... View Details
Keywords: Sean Silverthorne
  • 15 Apr 2014
  • First Look

First Look: April 15

weighing options for growth. CTCA was entirely cancer focused and specialized in treating patients with complex and advanced-stage cancers, who were reached through advertising its integrative, team-based approach to care. CEO Stephen... View Details
Keywords: Sean Silverthorne
  • 17 Jul 2017
  • Op-Ed

Op-Ed: As America Recedes from Global Leadership, Its CEOs are Stepping Up

As America recedes from global leadership under President Donald Trump’s “America First” policies, a new generation of business statesmen is stepping up to take on global issues of monumental importance: global trade, climate change, job creation, and healthy living.... View Details
Keywords: by Bill George
  • 24 Aug 2016
  • Research & Ideas

Can Obamacare Be Saved?

sense for them. These resources need to be more available and better advertised and their professionalism needs to be increased through tighter accreditation. Obamacare has resulted in 20 million more Americans being covered by health... View Details
Keywords: by John A. Quelch and Emily Boudreau; Insurance; Health
  • 05 Aug 2010
  • What Do You Think?

What Is Customer Opinion Good For?

brings me to a new book, Different, by Youngme Moon, a member of the marketing faculty at the Harvard Business School. She reacts to the proliferation of products and advertising that are so much alike that they create a blur in... View Details
Keywords: by Jim Heskett; Technology
  • 19 Feb 2019
  • First Look

New Research and Ideas, February 19, 2019

Abstract— We jointly examine the effects of television advertising and field operations in U.S. presidential elections, where the former is referred to as the “air war” and the latter as the “ground game.” Specifically, we look at how... View Details
Keywords: Sean Silverthorne
  • 30 Dec 2013
  • Research & Ideas

Most Popular Articles of 2013

Advertising Authors Pavel Kireyev, Koen Pauwels, and Sunil Gupta find that popular Web metrics do not adequately capture consumer behavior online and lead marketers to create less effective marketing budgets. Organizational Factors that... View Details
Keywords: by Staff
  • April 1990
  • Case

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program

By: Stephen A. Greyser and Norman Klein
Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used... View Details
Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations
Related
  • 05 Mar 2014
  • What Do You Think?

When Will the Next Dot.com Bubble Burst?

acquisitions and the price paid per employee are once again fueling headlines. (A better yardstick might be price per user, which in the case of WhatsApp was about $40 for a service with no advertising and a revenue stream of $1 per year... View Details
Keywords: by James Heskett; Publishing; Retail
  • 03 Mar 2009
  • First Look

First Look: March 3, 2009

competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer brands, the firm had won numerous awards and garnered considerable attention within the advertising... View Details
Keywords: Martha Lagace
  • 19 Dec 2017
  • First Look

New Research and Ideas, December 19, 2017

sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need to be made. The first decision is in regard to the amount of... View Details
Keywords: Carmen Nobel
  • 21 Jan 2009
  • First Look

First Look: January 21, 2009

options. Brand manager Margaret Foley is facing an increasingly complex media environment in which her traditional media plan, focused on television, print, and radio advertising, has become less effective due to declining audiences, increased View Details
Keywords: Martha Lagace
  • 16 Jun 2014
  • Research & Ideas

The Unfulfilled Promise of Educational Technology

Not only has technology entered nearly every area of our personal life, it's the rare industry that isn't computerized, networked, and advertised on Facebook. Except one: education. Outside of the occasional computer lab, basic webpage,... View Details
Keywords: by Michael Blanding; Education

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