Advertisers - Publications - Faculty & Research

19 Feb 2013
First Look

First Look: Feb. 19

receiving JCP Cash coupons and circulars advertising the week's specials, were slow to embrace the new pricing format and began leaving the retailer in droves. Under enormous pressure to turn things around as the all-important... View Details

Keywords: Sean Silverthorne

10 Dec 2012
Research & Ideas

Why We Blab Our Intimate Secrets on Facebook

targeted advertising for the same reason: they didn't want anyone tracking their behavior. On the other hand, millions of people routinely share the most intimate details of their lives via various social media sites. With a series of... View Details

Keywords: by Carmen Nobel

15 May 2006
Lessons from the Classroom

Women Find New Path to Work

and personal marketing, sort of one-to-one-to-one, the customized approach, as opposed to the broadcast media that were the mainstays of advertising in the early '90s. They always have to think about this work in the context of a broader... View Details

Keywords: by Mallory Stark

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

increasingly turn to athletes to promote their products. The marketing executives I spoke with told me they value these endorsements especially because it is getting more and more difficult to reach a wide group of consumers using traditional ways of View Details

Keywords: by Sarah Jane Gilbert; Sports

25 Sep 2006
Research & Ideas

How Software Platforms Revolutionize Business

videogame consoles are no longer just gaming platforms, they are gateways to a variety of digital content, including DVD movies and Internet video for the gamer and advertising and other promotional opportunities for the advertiser.... View Details

Keywords: by Sean Silverthorne; Video Game; Web Services

28 Mar 2017
First Look

First Look at New Research, March 28

high-quality products at reasonable prices, and runs a highly popular advertising campaign that spoofs current events. It offers its farmers 80% of the consumer's dollar for milk, compared with 35%–40% typical in some Western markets.... View Details

Keywords: Sean Silverthorne

02 Jun 2014
Research & Ideas

Secrets to a Successful Social Media Strategy

unacceptable behavior in the offline world might be perfectly acceptable in the online world. For example, corporate norms and fear that the boss might find out prevent many employees from openly advertising themselves on the job market.... View Details

Keywords: by Carmen Nobel

24 Apr 2013
Research & Ideas

Who Sets Your Benchmarks?

watched a lot of television and read popular magazines. I was influenced by the media, which regularly celebrated "winners." Just as they are today, the winners were usually described as those who had made a lot of money and attained wealth, power, or... View Details

11 Dec 2006
Research & Ideas

Fixing Price Tag Confusion

market. Advertising is one way, but consumers may not be paying attention. Price partitioning can then become a key tactical element to re-engage consumer attention at the point-of-purchase. View Details

Keywords: by Sean Silverthorne; Retail

February 2008
Teaching Note

DermaCare: Zapping Zits Directly (TN)

By: Richard G. Hamermesh

Teaching Note for [808064]. View Details

Keywords: Product Development; Innovation and Invention; Health Care and Treatment; Financing and Loans; Venture Capital; Advertising; Distribution; Health Industry

Citation

Purchase

14 May 2013
First Look

First Look: May 14

effective care teams and good management of local operations (clinical microsystems). Clinicians influence both, and local clinician leaders will have several key tasks. Publisher's link: http://www.nejm.org/doi/full/10.1056/NEJMp1301814 2006 Marketing Science The... View Details

Keywords: Sean Silverthorne

02 Apr 2013
First Look

First Look: April 2

ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The success of advertising based on this character garnered the Colombian coffee industry price premiums... View Details

Keywords: Sean Silverthorne

22 Feb 2011
Research & Ideas

Most Popular Articles, Papers of the Decade

advertising be effective? If friends influence the purchases of a user in a social network, it could potentially be a significant source of revenue for the sites and their corporate sponsors. Using a unique data set from Cyworld, this... View Details

Keywords: by Sean Silverthorne

21 Jul 2003
Research & Ideas

Don’t Get Buried in Customer Data—Use It

managers redesigned the customer experience at dealerships and added subtle cues in their advertising to make the idea of patriotism more salient. For GM's overseas managers, the task was more difficult but no less valuable for that.... View Details

Keywords: by Jean Ayers

18 Jul 2017
First Look

First Look at New Research and Ideas, July 18, 2017

case:https://cb.hbsp.harvard.edu/cbmp/product/317032-PDF-ENG Harvard Business School Case 316-127 Publicis Groupe 2016: Maurice and the Millennials Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the... View Details

Keywords: Sean Silverthorne

17 Sep 2001
Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

users of the competitor's cream versus light users. Of course, then the incumbent can do the same in return. At that point the supermarket becomes essentially an advertising medium. The situation I'm describing is run by a company called... View Details

Keywords: by Martha Lagace; Consumer Products; Retail

2021
Report

The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

By: John A. Deighton and Leora Kornfeld

This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details

Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding

Citation

Register to Read

07 Sep 2020
Research & Ideas

How to Help Small Businesses Survive COVID's Next Phase

cheese, at least for now. It’s equally important for firms to understand their most loyal and profitable customers—who they are, what they buy, and how to engage them. Beyond their purchasing power, loyal customers can become a company’s best advocates, providing... View Details

Keywords: by Danielle Kost; Food & Beverage; Service

28 Aug 2006
Research & Ideas

Online Match-Making with Virtual Dates

variation of online shopping. Rather than just study the problem, they also came up with a possible solution: Virtual Dates. The researchers began their work by talking to online-dating-site users about their experiences, supplementing these conversations with surveys... View Details

Keywords: by Martha Lagace; Publishing

February 2024
Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott

Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details