Publications

11 Oct 2016
First Look

https://www.hbs.edu/faculty/Pages/item.aspx?num=45842 Effectiveness of Paid Search Advertising: Experimental Evidence By: Dai, Weijia (Daisy), and Michael Luca Abstract—Paid search has become an increasingly common form of advertising, comprising about half of all... View Details

Keywords: Sean Silverthorne

08 Dec 2009
First Look

First Look: Dec. 8

Online Advertising Authors: Benjamin Edelman Publication: HBR Now, HBR Voices (December 2009) Abstract The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to... View Details

Keywords: Martha Lagace

December 2004 (Revised October 2005)
Case

Hasbro Games -- POX (A)

By: David B. Godes and Elie Ofek

Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details

Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry

February 2020
Teaching Note

Theranos: Who Has Blood on Their Hands? (A) and (B)

By: Nien-he Hsieh and Christina R. Wing

Teaching Note for HBS Nos. 619-039 and 320-091. View Details

Keywords: Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Lawsuits and Litigation; Medical Devices and Supplies Industry; California; United States

10 Nov 2008
Research Event

Social Media Leads the Future of Technology

Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in... View Details

Keywords: by Martha Lagace

23 Nov 2010
First Look

First Look: November 23

psychology and ethical decision making. Read the paper: http://www.francescagino.com/uploads/4/7/4/7/4747506/caruso_gino_cognition_2011.pdf The Design of Online Advertising Markets Author: Benjamin G. Edelman Publication: In The Handbook... View Details

Keywords: Sean Silverthorne

13 May 2014
First Look

First Look: May 13

http://hbr.org/product/fei-cheng-wu-rao/an/414056-PDF-ENG Harvard Business School Case 712-463 Sweet Deal-Industry Self-Regulation of Breakfast Cereal Advertising to Children In response to growing concern about childhood obesity, in... View Details

Keywords: Sean Silverthorne

spring 1981
Article

From Competitor to Consumer: The Changing Focus of Federal Regulation of Advertising, 1914-1938

By: R. S. Tedlow

Keywords: Competition; Change; Governing Rules, Regulations, and Reforms; Advertising

Find at Harvard

07 Jun 2016
Op-Ed

Can Brand Trump Win a Presidency?

In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and... View Details

Keywords: by John A. Quelch; Advertising; Advertising

October 2011 (Revised May 2015)
Case

The American Repertory Theater

By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson

When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by... View Details

Keywords: Advertising Campaigns; Arts; Business Model; Leading Change; Media; Organizational Change and Adaptation; Nonprofit Organizations; Competitive Strategy; Entertainment and Recreation Industry; North and Central America

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

By: John A. Quelch

The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details

Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States

26 Feb 2013
First Look

First Look: Feb. 26

Advertising Authors:Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to... View Details

Keywords: Sean Silverthorne

October 2021 (Revised March 2022)
Supplement

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli and Fabrizio Fantini

PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details

28 Nov 2007
Research & Ideas

B2B Branding: Does it Work?

ingredient brand. It makes zero sales to end consumers, yet Intel built a consumer demand pull for its chips that required every PC manufacturer to incorporate them and to advertise Intel Inside on their products and in their ads. Other... View Details

Keywords: by John Quelch; Consumer Products

December 2004 (Revised December 2005)
Case

Nectar: Making Loyalty Pay

By: John A. Deighton

Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details

Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain

December 2010 (Revised September 2011)
Case

Kanebo Ltd. (A)

By: David F. Hawkins, Suraj Srinivasan, Akiko Kanno and Lizzie Gomez

Speculation as to how Japanese companies might implement IFRS with particular emphasis on consolidation accounting. View Details

Keywords: History; Business Conglomerates; Misleading and Fraudulent Advertising; Consolidation; Financial Statements; International Finance; International Accounting; Standards; Goodwill Accounting; Manufacturing Industry; Japan

December 2022 (Revised February 2023)
Case

Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX

By: Benjamin C. Esty and Daniel Fisher

At 11:33am on May 24, 2022, an 18-year-old man from Uvalde, Texas walked into the Robb Elementary School carrying a semi-automatic "AR-15-style” rifle manufactured by Daniel Defense and killed 19 children and two adults. Three days later, Representative Carolyn Maloney... View Details

Keywords: Gun Violence; Gun Policy; Second Amendment; Legal Liability; Government Legislation; Marketing Strategy; Business or Company Management; Product Marketing; Ethics; Corporate Accountability; Corporate Social Responsibility and Impact; Moral Sensibility; Crime and Corruption; Governing Rules, Regulations, and Reforms; Advertising Industry; Advertising Industry; United States

April 2020
Teaching Note

Tailor Brands: Artificial Intelligence-Driven Branding

By: Jill Avery

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Advertising Industry; Advertising Industry; United States; North America