Programmatic Ad Buying - Publications - Faculty & Research

12 May 2020
Research & Ideas

It’s Time To Relaunch Your Remote Team

start is to revisit the team’s sense of shared purpose. Revisit your shared purpose. A relaunch ensures that every team member understands and buys into the clear and specific goals that the team has been mobilized to accomplish. It is an... View Details

Keywords: by Tsedal Neeley

10 Nov 2003
Research & Ideas

Globalization: The Strategy of Differences

of about $70 billion. Daft's solution was an aggressive shift in the opposite direction. On taking over, he avowed, "The world in which we operate has changed dramatically, and we must change to succeed. No one drinks globally. Local people get thirsty and View Details

Keywords: by Pankaj Ghemawat

22 Jul 2019
Book

How to Be a Digital Platform Leader

advantage. Lagace: What advice do you have for conventional firms looking to explore platforms? Yoffie: There are three potential strategies. You can belong to an existing platform, buy a platform if time to market is critical, or build... View Details

Keywords: by Martha Lagace

28 Jan 2015
Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

different types of advertising—candidates' own ads versus outside ads—and personal selling from field operations—in the form of door-to-door visits and phone calls to voters—affect voter preferences? And how do these campaign activities... View Details

Keywords: by Dina Gerdeman

13 Mar 2017
Research & Ideas

Hiding Products From Customers May Ultimately Boost Sales

portion of your full product catalog—and leaving customers to wonder what you’ll offer next? Or is it better to display all your wares at once, in hopes of encouraging a shopping spree? For example, is a customer more likely to buy three... View Details

Keywords: by Carmen Nobel; Retail; Fashion

07 May 2018
Research & Ideas

Why Online Retailers Should Hide Their Best Discounts

through the aisles to buy something at full price, increasing the store’s bottom line. When it comes to the online environment, however, retailers have fallen all over themselves to do the opposite—putting discounted items front and... View Details

Keywords: by Michael Blanding; Retail

31 Jan 2005
Research & Ideas

Rethinking Marketing’s Conventional Wisdom

how they're marketing themselves? Youngme Moon: Many mature service industries are in a service "arms race" in which they keep adding more and more services cumulatively over time. But consumers don't always want "more and... View Details

Keywords: by Garry Emmons; Service

09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

ratings star added on a Yelp restaurant review translated to anywhere from a 5-percent to 9-percent effect on revenues. Local, independent restaurants were the most affected by reviews, probably because diners have little information... View Details

Keywords: Re: Multiple Faculty; Technology

17 Dec 2001
Research & Ideas

Becoming the Next Real Estate Mogul

saw—that's a ton of fun," he said. There was general agreement on this point, but land and buildings aren't always part of the equation when it comes to calculating the industry's appeal, added Vincent J. Constantini, founder and... View Details

Keywords: by Julia Hanna; Construction; Real Estate

24 Mar 2008
Research & Ideas

Reducing Risk with Online Advertising

particular that involve the largest number of unsupervised or poorly supervised suppliers. First, any advertiser buying pay-per-click ads is subject to the problem of click fraud, among other problems... View Details

Keywords: by Martha Lagace; Video Game; Web Services

26 Jul 2010
Research & Ideas

Yes, You Can Raise Prices in a Downturn

product can and usually does have different value depending on the context, thereby supporting different prices for the specific piece of business. For example, the paper stock purchased by a magazine printer for the cover and for certain View Details

Keywords: by Sean Silverthorne; Retail; Consumer Products

02 Feb 2015
Research & Ideas

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

habits as well, such as a growing preference for sharing items rather than owning them, and encouraging "showrooming" where shoppers visit stores only to test products—then buy them more cheaply online. The user benefits from lower cost,... View Details

Keywords: by Michael Blanding

30 Jan 2006
HBS Case

The Case of the Mystery Writer’s Brand

enjoy the same name recognition, Patterson regularly outsells other "brand-name authors" such as Stephen King and Tom Clancy by simply publishing more books, averaging three titles each year with the occasional assistance of a coauthor. Patterson brings an... View Details

Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing

05 Dec 2007
Sharpening Your Skills

Sharpening Your Skills: Managing Marketing

Networked Customers? How Do You Value a 'Free' Customer? Sometimes a valuable customer may be the person who never buys a thing. Professor Sunil Gupta discusses how to assess the profitability of a customer in a networked setting—a... View Details

27 Jul 2009
Research & Ideas

Social Network Marketing: What Works?

When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral campaign. New research by Harvard Business School professor Sunil Gupta suggests that... View Details

Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail

29 Feb 2016
HBS Case

Bigbelly's Big Bet on the Digital Trash Can

advertising. “Government is a giant customer. They buy a lot of stuff” Harvard Business School professor Mitchell Weiss explores this strategy pivot in a new case on Bigbelly, co-written with case researcher Christine Snively, that looks... View Details

Keywords: by Michael Blanding; Energy

07 Mar 2018
Research & Ideas

Electronic Health Records Were Supposed to Cut Medical Costs. They Haven't.

twice the administrative overhead found in Canada and is significantly higher than most other high-resource countries. Adoption of certified EHR systems was seen as a potential antidote. By digitizing patient records and adding billing... View Details

Keywords: by Roberta Holland; Health

18 Apr 2005
Research & Ideas

Prosper with Multi-Channel Retailing

overall experience," she said. However, the gift buying that represents a huge portion of many retailers' fourth-quarter revenues is greatly enhanced thanks to the Web, Vobejda said. "Gift-giving is truly made better by the... View Details

Keywords: by Julie Jette; Consumer Products; Retail

10 Nov 2008
Research Event

Social Media Leads the Future of Technology

effective in the sense that advertisers can reach great scale and do precision targeting. The challenge is to discern consumers' intent. "Search is unbelievably efficient because you look at a little query box. You can tell exactly what people care about, and you... View Details