Advertisers - Publications - Faculty & Research

06 Mar 2012
First Look

First Look: March 6

advertisers attain this. In our research, two colleagues and I use infrared eye-tracking scanners to determine exactly what people are looking at when they watch video ads. We also use a system that analyzes facial expressions to reveal... View Details

Keywords: Sean Silverthorne

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

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

30 Apr 2001
Research & Ideas

New Paths to Success in Asia

selling advertising space on the back of the envelopes. It's one example of how Chinese companies are looking at their own environment and finding interesting opportunities that someone in the United States wouldn't even consider."... View Details

Keywords: by Alejandro Reyes & Deborah Blagg

10 Sep 2013
First Look

First Look: September 10

programming decisions and setting advertising rates? Nielsen had become the gold standard in the broadcast industry and felt confident in their data. Could Bluefin's system provide new insights to marketers and broadcasters? Or would it... View Details

Keywords: Sean Silverthorne

25 Sep 2017
Research & Ideas

Why Politics is Failing America, and What Business Can Do To Help

$16 billion, and nearly 20,000 jobs could be attributed to campaign staffing, consulting, and lobbying. The political media also benefitted, with most major news outlets posting record advertising revenues last year as a result of... View Details

Keywords: by Christina Pazzanese, Harvard Gazette

18 Jun 2001
Research & Ideas

Tech Investment the Wise Way

here cover a wide range including outright sale, renting, charging by the transaction, advertising and subscription models, licensing, or even giving away the product and selling after-sale support and services. Having a sense of price... View Details

Keywords: by Henry Chesbrough & Richard S. Rosenbloom

09 Sep 2008
First Look

First Look: September 9, 2008

http://www.hbs.edu/research/pdf/08-025.pdf Deterring Online Advertising Fraud Through Optimal Payment in Arrears Authors:Benjamin G. Edelman Abstract I develop a screening model with delayed payments and probabilistic delayed observation... View Details

Keywords: Sean Silverthorne

07 Sep 2011
First Look

First Look: Sept. 7

Publication:Journal of Advertising Research (forthcoming) Abstract What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a... View Details

Keywords: Sean Silverthorne

30 Jul 2013
First Look

First Look: July 30

313-095 Grupo ABC and Nizan Guanaes's Path from Brazil to the World Internationally recognized Brazilian Nizan Guanaes, co-founder of Grupo ABC, a rapidly growing global advertising firm ranked 18th in 2011, had aspirations to be in the... View Details

Keywords: Anna Secino

11 Dec 2012
First Look

First Look: Dec. 11

Johannesburg Stock Exchange. Purchase this case:http://hbr.org/search/413038-PDF-ENG Droga5: Launching Jay-Z's Decoded Elberse, Anita, and Kwame Owusu-KesseHarvard Business School Case 513-032 In 2010, David Droga and Andrew Essex, co-founders of View Details

Keywords: Sean Silverthorne

20 Oct 2009
First Look

First Look: October 20

individuals near a firm's headquarters—for the presence of a large, non-managerial individual shareholder in a firm. These shareholders have a large impact on firms, controlling for selection effects. Download the paper: http://www.hbs.edu/research/pdf/10-028.pdf... View Details

Keywords: Martha Lagace

26 Oct 2009
Lessons from the Classroom

The New Deal: Negotiauctions

Dealmaking Strategies for a Competitive Marketplace, is a reference to this phenomenon. Companies are telling their marketing managers, "Get your advertising spend down by 20 percent over the next 12 months," and so the... View Details

Keywords: by Julia Hanna

28 Aug 2012
First Look

First Look: August 28

512-010 The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has... View Details

Keywords: Sean Silverthorne

03 Aug 2015
Research & Ideas

Why Fierce Competitors Apple and Amazon Became ’Frenemies’ Over eReaders

of like Lowes opening a store inside Home Depot. But since Amazon makes its profits from product sales to consumers, while Alibaba makes money from service and advertising fees from merchants, both could help the other increase its... View Details

Keywords: by Michael Blanding; Information; Publishing; Technology

25 Feb 2015
Lessons from the Classroom

Scholars and Students Unpack the Digital Business Revolution

music to advertising to industrial products. (A course segment on organizations that tried to change and failed—like Nokia—is also included.) "We talk about why Google would buy Nest—a thermostat company—and how it is also getting... View Details

Keywords: by Julia Hanna; Education; Technology

19 Jun 2012
First Look

First Look: June 19

Hongyi Li Publication:European Business Review (May-June 2012) Abstract An abstract is unavailable at this time. Read the article: http://www.europeanbusinessreview.com/?p=6417 The Flattening Firm—Not As Advertised Author:Julie Wulf... View Details

Keywords: Sean Silverthorne