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  • All HBS Web  (291)
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Show Results For

  • All HBS Web  (291)
    • News  (53)
    • Research  (195)
    • Events  (2)
    • Multimedia  (1)
  • Faculty Publications  (60)
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  • 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
Keywords: by Dina Gerdeman; Advertising; Advertising
  • 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
Keywords: by Julia Hanna; Education; Retail
  • 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
Keywords: by Carmen Nobel; Advertising; Advertising
  • 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
Keywords: by Carmen Nobel; Consumer Products
  • 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
Keywords: by Michael Blanding; Communications; Public Relations
  • 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
Keywords: by Julia Hanna; Retail; Web Services
  • 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
Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail
  • 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
Keywords: by John A. Quelch; Advertising; Advertising
  • 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
Keywords: by Carmen Nobel; Sports; Financial Services
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