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

18 May 2021
Book

Launching a Career in the COVID Economy? Here Are 5 Tips.

for a company that's hiring like crazy More than a year into the pandemic, as the economy improves and recruiters begin to ramp up hiring again, Ng advises job seekers to zero in on companies that are advertising multiple openings.... View Details

Keywords: by Carolyn DiPaolo

10 Jul 2018
First Look

New Research and Ideas, July 10, 2018

enforcing deceptive advertising guidelines against “fictitious pricing”—the practice of quoting list prices that do not truthfully reflect prior selling prices. This paper uses a large retail transaction data set that features wide... View Details

Keywords: Dina Gerdeman

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

25 Apr 2012
What Do You Think?

How Will the “Age of Big Data” Affect Management?

for jobs in data analytics. In addition to less wasteful marketing efforts (we should be able to know, for example, "which half" of advertising is effective, thereby making an old marketing saw obsolete), they should produce more... View Details

Keywords: Re: James L. Heskett

06 Jan 2011
What Do You Think?

How Should Management Deal With “Anonymous”?

But user names, passwords, and Internet addresses have been pilfered from sites like Gawker, reportedly giving the hackers access to planned web site changes and advertising strategy. So the possibilities of damage are endless, ranging... View Details

Keywords: by James L. Heskett

13 May 2008
First Look

First Look: May 13, 2008

What Deep Metaphors Reveal About the Minds of Consumers Authors:Gerald Zaltman and Lindsay Zaltman Publication:Harvard Business School Press, 2008 Abstract Why do advertising campaigns and new products often fail? Why do consumers feel... View Details

Keywords: Martha Lagace

29 Apr 2002
Research & Ideas

Star Power! How to Win in Professional Services

advertising stars prefer the creative process to management hassles. Expert accountants prefer accounting. Often the response to an opportunity to assume a leadership position is "Thanks, but no thanks!" What leverage does the... View Details

Keywords: by Jay W. Lorsch & Thomas J. Tierney

12 Feb 2013
First Look

First Look: Feb. 12

static, envy-free equilibria. Furthermore, convergence is efficient, and the entry of low-quality advertisers does not slow convergence. Because our approach predominantly relies on assumptions common in the sponsored search literature,... View Details

Keywords: Sean Silverthorne

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

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

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

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

05 Sep 2017
First Look

First Look at New Research and Ideas, September 5, 2017

media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Building on its influential but dated “Priceless” advertising campaign, Raja refocused Mastercard on four “Priceless... View Details

Keywords: Sean Silverthorne

Publications

Publications

Show Results For

Show Results For

Are you looking for?

Fishbowl: Scaling Up

Fishbowl: Scaling Up

Launching a Career in the COVID Economy? Here Are 5 Tips.

New Research and Ideas, July 10, 2018

First Look: April 2

Most Popular Articles, Papers of the Decade

Don’t Get Buried in Customer Data—Use It

How Will the “Age of Big Data” Affect Management?

How Should Management Deal With “Anonymous”?

First Look: May 13, 2008

Star Power! How to Win in Professional Services

First Look: Feb. 12

Marketing Maria: Managing the Athlete Endorsement

How Software Platforms Revolutionize Business

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

First Look: February 4

May 17, 2016

Confronting the Challenges that Face Bricks-and-Mortar Stores

January 30, 2018

First Look at New Research and Ideas, September 5, 2017

Are you looking for?