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  • All HBS Web  (1,933)
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  • All HBS Web  (1,933)
    • News  (346)
    • Research  (1,274)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (855)
← Page 58 of 1,933 Results →

    Ernest Gallo

    cooler, a new wine product, selling 2 million cases, and helping the company to exceed an estimated $1 billion in sales that same year. The commercial characters Gallo created to pitch his new wine cooler to the public, Frank Bartles & Ed Jaymes, became View Details
    Keywords: Food & Tobacco
    • 11 Oct 2016
    • First Look

    October 11, 2016

    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
    • June 2014
    • Article

    Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak

    By: Benjamin Edelman
    Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details
    Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry
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    Edelman, Benjamin. "Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak." Harvard Business Review 92, no. 6 (June 2014): 86–92.
    • November 2013
    • Case

    Groupon for Local Businesses

    By: Thales Teixeira and Leora Kornfeld
    Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large range in outcomes for firms that used daily deal sites such as Groupon? This case examines the effectiveness of online... View Details
    Keywords: Online Business; Online Marketing; Digital Marketing; Marketing; Advertising Industry; North and Central America
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    Teixeira, Thales, and Leora Kornfeld. "Groupon for Local Businesses." Harvard Business School Case 514-047, November 2013.
    • March 2008 (Revised May 2008)
    • Case

    Blogging at BzzAgent

    BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. He sees the firm's blog--the BeeLog--as a way for the firm to participate in conversations with clients,... View Details
    Keywords: Blogs; Marketing Communications; Social and Collaborative Networks; Advertising Industry
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    Godes, David B. "Blogging at BzzAgent." Harvard Business School Case 508-102, March 2008. (Revised May 2008.)
    • January 2008 (Revised February 2010)
    • Case

    Microsoft adCenter

    By: Peter Coles and Benjamin Edelman
    Microsoft considers alternatives to expand its presence in online advertising, especially text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite considerable technical and financial resources. Microsoft considers a set... View Details
    Keywords: Digital Marketing; Growth and Development Strategy; Competition; Advertising Industry
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    Coles, Peter, and Benjamin Edelman. "Microsoft adCenter." Harvard Business School Case 908-049, January 2008. (Revised February 2010.) (request a courtesy copy.)
    • November 2016
    • Case

    But, It's For a Good Cause

    By: Elizabeth Keenan and John Gourville
    Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of... View Details
    Keywords: Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception; Advertising; Advertising Campaigns; Partners and Partnerships; Trends; Environmental Sustainability
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    Keenan, Elizabeth, and John Gourville. "But, It's For a Good Cause." Harvard Business School Case 517-062, November 2016.
    • winter 2001
    • Article

    Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

    By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
    Keywords: Customers; Perception; Advertising
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    Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique." Journal of Advertising (winter 2001).
    • Video

    Dr. Laura Catena

    Dr. Laura Catena, Managing Director of Bodega Catena Zapata, explains the importance of reputation in the wine industry and outlines marketing strategies that have helped her winery surpass the competition. View Details
    • 18 Nov 2019
    • Video

    Adi Godrej

    Adi Godrej, Chair of the India-based consumer products Godrej Group, describes the difficulties... View Details
    • Profile

    Rachel Honeth

    television station in South Bend, Indiana. But while pursuing her undergraduate degree at Northwestern, she discovered that, "I was interested in the marketing and advertising aspect of sports rather than television." After... View Details
    • 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
    • September 1989 (Revised January 1991)
    • Case

    Massachusetts Lottery

    By: John A. Quelch
    Describes the role of state lotteries, lottery marketing, and the operation of the Massachusetts State Lottery, including reference to Massachusetts lottery advertising. Highlights the success of state lotteries while also noting growing criticism, particularly of... View Details
    Keywords: Ethics; Marketing; Advertising; Government and Politics; Public Administration Industry; Massachusetts
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    Quelch, John A. "Massachusetts Lottery." Harvard Business School Case 590-009, September 1989. (Revised January 1991.)
    • 01 Oct 1998
    • News

    Short Takes

    recently published in the Journal of the American Medical Association, HBS assistant professor Charles King III investigates whether, indeed, cigarette companies advertise to magazine readers between the ages of 12 and 17. As King and... View Details
    Keywords: Eileen K. McCluskey

      Mary W. Lawrence

      Lawrence built one of the fastest growing advertising agencies in the 20th century, earning billings of over $100 million in less than five years. She broke the conventional mold of television advertising by... View Details
      Keywords: Services
      • 02 May 2016
      • Research & Ideas

      Why People Don’t Vote--and How a Good Ground Game Helps

      Democracy has a dirty little secret. Despite the fever pitch over presidential primaries this year, the truth is there are few people actually voting. Before the most recent round of voting, only some 11 percent of eligible Democrats voted in the primaries, and the... View Details
      Keywords: by Michael Blanding; Communications; Public Relations
      • 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
      • Profile

      Linda Leung

      Physics Laboratories’ research into potential flights to Mars, reflect one of Linda’s lifelong ambitions: “To work on things no has worked on before.” From plasma physics to online advertising Although Linda retains a fascination with... View Details
      • 19 Sep 2016
      • News

      A Streamlined Time Inc.

      only do we create this amazing, premium content, and we also produce at scale, but at the same time, we’re actually taking that content and layering on top of it technology and data insights and targeting opportunities that are creating a whole slew of new... View Details
      • November 1991 (Revised October 1993)
      • Supplement

      British Airways: ""Go for It, America!"" Promotion (B)

      By: Stephen A. Greyser
      Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details
      Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
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      Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
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