Filter Results:
(195)
Show Results For
- All HBS Web
(291)
- News (53)
- Research (195)
- Events (2)
- Multimedia (1)
- Faculty Publications (60)
Show Results For
- All HBS Web
(291)
- News (53)
- Research (195)
- Events (2)
- Multimedia (1)
- Faculty Publications (60)
Sort by
- 06 Oct 2020
- Sharpening Your Skills
18 Tips Managers Can Use to Lead Through COVID's Rising Waters
Since March, Harvard Business School Working Knowledge has posted more than 80 stories and research papers on the topic of COVID-19, most targeted at managers and the new challenges they face. That's a lot of information to digest. To... View Details
Keywords: by Sean Silverthorne
- 15 Jul 2019
- Book
Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence
it’s a forward-looking, subjective, creative exercise that requires a lot of imagination. Think about valuing Facebook today. It requires predicting the future of privacy policies around the world, the actions of Google and Amazon in the View Details
Keywords: by Dina Gerdeman
- 06 Mar 2017
- Research & Ideas
Why Comparing Apples to Apples Online Leads To More Fruitful Sales
assistant professor in the Marketing Unit at Harvard Business School and an affiliate of Harvard’s Center for Brain Sciences, who studies the neural and psychological factors that underlie consumer decision-making. “The more similar the View Details
- 22 Feb 2021
- Book
Reaching Today's Omnichannel Customer Takes a New Sales Strategy
last spring, at the height of pandemic lockdowns. And before the pandemic, social media use had been flat for four years as these advertising channels became more cluttered and distrusted, offering marketers diminishing returns. “Managers... View Details
Keywords: by Kristen Senz
- 17 Dec 2008
- Lessons from the Classroom
‘Ted Levitt Changed My Life’
executive might as well pack his attaché case and go fishing. If an organization does not know or care where it is going, it does not need to advertise that fact with a ceremonial figurehead. Everybody will notice it soon enough." In... View Details
- 11 Jun 2001
- Research & Ideas
E-Commerce Unplugged
In this excerpt, Nohria and Leestma outline the challenges and rewards awaiting businesses that target the mobile-commerce customer. The best place to start? Develop a thorough knowledge of consumer behavior.The race for dominance in... View Details
Keywords: by Nitin Nohria & Marty Leestma
- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
successful brands do differently, he believes, is to target powerful ideological contradictions produced by society. Through popular culture, society paints a picture of its ideals: What is a successful person? What is the good life?... View Details
Keywords: by Martha Lagace
- 10 Jan 2011
- Research & Ideas
Is Groupon Good for Retailers?
Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation. EEG vs. fMRI Karmarkar notes that EEG and fMRI have different strengths and weaknesses, and that EEG has some... View Details
- 17 Feb 2010
- First Look
First Look: Feb. 17
information content. The theory yields interesting results about the informational role of targeted advertising and its consequences. First, targeting can itself serve as a... View Details
Keywords: Martha Lagace
- 02 May 2016
- Research & Ideas
Why People Don’t Vote--and How a Good Ground Game Helps
argument that if you want to motivate immigrants you need a more targeted campaign—that’s often the way it’s done in the United States for example with Latinos, but in France it’s not possible to do this,” explains Pons. “It would reflect... View Details
- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre... View Details
- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
overseas backlash against U.S. goods? A: Long before the Iraq conflict, the triumphal tone of America's global march set off a backlash. Brands such as McDonald's, Starbucks, and The Gap have become targets for protesters in many parts of... View Details
Keywords: by Sean Silverthorne
- 13 May 2014
- First Look
First Look: May 13
http://www.directorsandboards.com/html/curissue.html Working Papers Principals and Their Car Dealers: What Do Targets Tell About Their Relation? By: Bouwens, Jan, Eddy Cardinaels, and Jingwen Zhang Abstract—In this study we describe... View Details
Keywords: Sean Silverthorne
- 17 Jan 2008
- Research & Ideas
If Marketing Experts Ran Elections
requires the development of a distinctive, appealing message, delivered consistently over time. But politicians can't win by targeting a single niche segment. They have to win a majority on election day, and doing so often means parsing... View Details
Keywords: by John A. Quelch
- 03 Mar 2014
- Research & Ideas
Facebook’s Future
machine that enables marketers to serve targeted messages on the basis of our email address or mobile phone number. But in 2024, technology will make possible real-time marketing possible. As we auto-broadcast our social data, Facebook... View Details
Keywords: by Mikolaj Piskorski
- 29 Oct 2000
- Research & Ideas
Building a Powerful Prestige Brand
generally worked with the advertising managers. In its early years, the cosmetics company could not afford a large, mass media campaign. Instead, Estée and department store managers sent mailings to targeted... View Details
- 08 Dec 2009
- First Look
First Look: Dec. 8
Online Advertising Authors: Benjamin Edelman Publication: HBR Now, HBR Voices (December 2009) Abstract The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to... View Details
Keywords: Martha Lagace
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
share to succeed; targeting a minority of consumers with a distinctive product is often more profitable than an all-things-to-all-people approach. But, in the world of representative democracy, you have to be the market share leader,... View Details
- 11 Jun 2014
- Research & Ideas
In the Future of Sports Investing, Media Is the Best Bet
investments by sharing in the profits generated by broadcasting rights and advertising revenues. The founders initially placed a $100 million fundraising target on the fund, which will invest in young... View Details