advertising - Publications - Faculty & Research

September 2019 (Revised February 2020)
Teaching Note

Fishbowl: Scaling Up

Email mking@hbs.edu for a courtesy copy.

Teaching Note for HBS No. 919-013. Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and... View Details

Citation

Purchase

December 2018 (Revised February 2020)
Case

Fishbowl: Scaling Up

By: Leslie K. John

Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details

Citation

Educators

Purchase

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

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

15 May 2018
First Look

New Research and Ideas, May 15, 2018

use, and most of the company’s revenue came from charging advertisers to host ads on its native advertising platform. Wallace believed that the family benefits market was a promising growth area, but he was... View Details

Keywords: Dina Gerdeman

19 Nov 2014
HBS Case

Marketing Marijuana

advertising of marijuana, retail storefronts in Denver, Vail, and other ski towns have become the marketing battleground—featuring attractive sales staff in quality retail spaces in prime locations for foot traffic, all of which drives up... View Details

Keywords: by Michael Blanding; Food & Beverage

08 Jul 2024
Research & Ideas

The Critical Computer Science Principles Every Strategic Leader Needs to Know

its own inventory. Today, Amazon is a classic example of “platformization”: The company grew from an online bookstore into a vast technological hub that provides logistics and advertising to third-party retailers and public cloud services... View Details

Keywords: by Ben Rand; Technology; Information Technology

31 Jan 2017
Research & Ideas

Why These Business School Professors Oppose Trump's Executive Order on Immigration

obtain permanent entry for their work. Countries such as Canada and Chile actively courted those with U.S. visa troubles, including taking out billboard advertisements along highways in the Bay Area. But the troubles with the US... View Details

Keywords: by Staff

04 Feb 2014
First Look

First Look: February 4

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% to 40% typical in some Western markets. Amul's... View Details

Keywords: Sean Silverthlorne

04 Aug 2021
Research & Ideas

Worried About the Great Resignation? Be a Good Company to Come From

These employers are missing the underlying point. Instead of resorting to perks that are at best a band-aid, companies should follow the lead of Recruit Holdings, a $20 billion Japanese advertising and tech company that focuses on being a... View Details

Keywords: by Sandra J. Sucher and Shalene Gupta

07 Jun 2011
First Look

First Look: June 7

respond? The business ran on a radically new model in which a stable of 10,000 freelance contributors supplied content, the Internet's search engines brought it 75 million readers each month, and advertising generated revenue. It took the... View Details

Keywords: Sean Silverthorne

30 Jan 2018
First Look

January 30, 2018

practice related to AI in developing countries. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=52296 December 2017 Journal of Advertising Research Rethinking the Profession Formerly Known as Advertising: How Data... View Details

Keywords: Sean Silverthorne

17 May 2016
First Look

May 17, 2016

based on the color of a person's skin through its “Dark is Beautiful” campaign—endorsed by well-known actor-director Nandita Das. However, despite the recent guidelines on advertising of skin-lightening products, many Indians still aspire... View Details

Keywords: Sean Silverthorne

12 Oct 1999
Research & Ideas

Confronting the Challenges that Face Bricks-and-Mortar Stores

vegetables at the point of sale, improving the speed and accuracy of the checkout. If the benefit is not immediately apparent, make it obvious through advertising and promotional materials. Lesson 2: Make The Technology Easy To Use. Most... View Details

Keywords: by Raymond Burke; Retail

23 Oct 2018
First Look

New Research and Ideas, October 23, 2018

case:https://hbsp.harvard.edu/product/319027-PDF-ENG Harvard Business School Case 718-511 BuzzFeed—What Future for Native Advertising and Branded Content? Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to... View Details

Keywords: Dina Gerdeman

Publications

Publications

Show Results For

Show Results For

Are you looking for?

Fishbowl: Scaling Up

Fishbowl: Scaling Up

First Look at New Research, March 28

Secrets to a Successful Social Media Strategy

Who Sets Your Benchmarks?

Fixing Price Tag Confusion

First Look: April 2

Most Popular Articles, Papers of the Decade

Don’t Get Buried in Customer Data—Use It

New Research and Ideas, May 15, 2018

Marketing Marijuana

The Critical Computer Science Principles Every Strategic Leader Needs to Know

Why These Business School Professors Oppose Trump's Executive Order on Immigration

First Look: February 4

Worried About the Great Resignation? Be a Good Company to Come From

First Look: June 7

January 30, 2018

May 17, 2016

Confronting the Challenges that Face Bricks-and-Mortar Stores

New Research and Ideas, October 23, 2018

Are you looking for?