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- All HBS Web (252)
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- 25 Nov 2008
- First Look
First Look: November 25, 2008
The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an View Details
Keywords: Martha Lagace
- 07 Oct 2008
- First Look
First Look: October 7, 2008
answered the right question poorly (Study 2). Download the paper: http://www.hbs.edu/research/pdf/09-048.pdf Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality Authors:Alvin J. Silk and Charles... View Details
Keywords: Martha Lagace
- 13 May 2014
- First Look
First Look: May 13
treatment with a simulation of paying U.S. federal taxes. Allowing taxpayers to signal their preferences on the distribution of government spending results in a 15% reduction in the stated take-up rate of a questionable tax loophole. Providing taxpayer View Details
Keywords: Sean Silverthorne
- 18 Mar 2008
- First Look
First Look: March 18, 2008
how regulatory enforcement activities influence organizations' decisions to self-police. We created a comprehensive dataset for the "Audit Policy," a United States Environmental Protection Agency (US EPA) program that encourages... View Details
Keywords: Martha Lagace
- 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
- 09 Dec 2002
- Research & Ideas
Unilever—A Case Study
grounds that the building in Cambridge was not large enough, that it would be easier to find the right personnel in New York, and that Lever would benefit by being closer to the large advertising agencies in... View Details
- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details
- 22 Jul 2002
- Research & Ideas
Is Performance-Based Pricing the Right Price for You?
is an arrangement in which the seller is paid based on the actual performance of its product or service. It is becoming much more popular. In the advertising industry, agencies had been traditionally paid 15... View Details
- 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 Feb 2013
- First Look
First Look: Feb. 5
scholars who focus diverse conceptual lenses on a single high-stakes management task-enhancing port security across the United States. This title considers the challenge of driving change in a complex system involving hundreds of private organizations and scores of... View Details
Keywords: Sean Silverthorne
- 19 Dec 2023
- Research & Ideas
15 Podcast Episodes That Grabbed Listeners in 2023
needed to take decisive steps to succeed against the major opposition to his leadership from both inside and outside the company. Twitter employees circulated an open letter protesting expected layoffs, advertising View Details
Keywords: by Danielle Kost
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
Value. She is a former brand manager at Gillette, AT&T, and Samuel Adams and an advertising agency executive, and remains close to practice by serving as a board member, consultant, educator, and advisor... View Details
Keywords: by Jill Avery and Richard Edelman
- 06 Nov 2008
- Op-Ed
Selling Out The American Dream
Investment Act, which challenged redlining policies of local banks that set higher hurdles for home-ownership among minorities. But it ended with the recent $5.2 trillion guarantee of Fannie Mae and Freddie Mac assets after these quasi-government housing View Details
Keywords: by John Quelch
- 28 Nov 2005
- Research & Ideas
Unilever: Transformation and Tradition
slaughter the animals some of whose parts ended up in Unilever's pies and sausages. Unilever made its own packaging, and transported its products on its own trucks and barges. It owned the distribution chain that delivered its frozen products to retailers. It ran its... View Details
- 10 Oct 2018
- Research & Ideas
The Legacy of Boaty McBoatface: Beware of Customers Who Vote
stevanovicigor In 2016, the National Environmental Research Council (NERC), a quasi-governmental agency in the United Kingdom, decided it would be fun to let the public vote online to name the country’s newest research vessel. The View Details
- 14 Nov 2005
- Research & Ideas
How Can Start Ups Grow?
published by the Academy of Management (August, 2005) as part of its Best Paper Proceedings. Her research on how young firms grow is based on data looking at new advertising agencies in New York and Chicago... View Details
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Companies Must Forget—and Borrow
founder of the Victors & Spoils ad agency in Colorado, who noted that when his agency sold its majority stake to global communications firm Havas in 2012, he was faced with trying to innovate within a... View Details
- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
center of much discussion. The advice most often provided to managers is to weave the brand into the most potent popular culture trends. Recently, consultants and ad agencies began emphasizing the reverse: recommending that managers seek... View Details
Keywords: by Martha Lagace
- 02 Jun 2003
- Research & Ideas
Why Have Marketers Ignored America’s Man-of-Action Hero?
has been the central myth in American culture for the last twenty years. Yet only two brands that I've studied—Budweiser in the eighties and Nike in the period from 1988-1995—have tapped into this myth. Each brand used advertising to... View Details
Keywords: by Manda Salls
- 19 Oct 2012
- Research & Ideas
Digital Technology’s Profound Game Change for Marketers
marketing officers will spend more on IT than CIOs. The repercussions of social, mobile, video, Big Data, CRM, cloud and other disruptive forces are impacting all aspects of business, but particularly marketing. As a result, marketing leaders and View Details