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Show Results For
- All HBS Web
(1,971)
- News (344)
- Research (1,261)
- Events (10)
- Multimedia (26)
- Faculty Publications (849)
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- 09 Sep 2008
- First Look
First Look: September 9, 2008
http://www.hbs.edu/research/pdf/08-025.pdf Deterring Online Advertising Fraud Through Optimal Payment in Arrears Authors:Benjamin G. Edelman Abstract I develop a screening model with delayed payments and probabilistic delayed observation... View Details
Keywords: Sean Silverthorne
- 28 Aug 2012
- First Look
First Look: August 28
512-010 The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has... View Details
Keywords: Sean Silverthorne
- 12 Jan 2016
- First Look
January 12, 2016
https://cb.hbsp.harvard.edu/cbmp/product/816052-PDF-ENG Harvard Business School Case 616-015 BandPage (A) BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming... View Details
Keywords: Carmen Nobel
- 18 Aug 2009
- First Look
First Look: August 18
these two relationships may operate in a circular fashion. Second, we consider whether advertising these benefits of charitable giving—asking people to give in order to be happy—may have the perverse consequence of decreasing charitable... View Details
Keywords: Martha Lagace
- 07 Aug 2012
- Research & Ideas
Off and Running: Professors Comment on Olympics
official International Olympic Committee (IOC) worldwide sponsors are said to pay $90 to $100 million each for the right to use the rings globally in their marketing efforts. These companies typically spend large additional amounts on View Details
- 02 Feb 2016
- First Look
February 2, 2016
they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search listings by about the same quantity. This effect... View Details
Keywords: Sean Silverthorne
- 08 Jul 2014
- First Look
First Look: July 8
consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high-margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese market... View Details
Keywords: Carmen Nobel
- September 2005 (Revised March 2007)
- Case
Lifefont: The Case for RetailDriver
Examines how Lifefont (pseudonym), a multidivisional consumer packages goods company, develops a system to manage and measure the impact of promotional events in retail outlets. View Details
Keywords: Framework; Change Management; Compensation and Benefits; Cost vs Benefits; Growth Management; Management Analysis, Tools, and Techniques; Customer Relationship Management; Product Marketing; Salesforce Management; Advertising; Management Systems; Information Technology; Retail Industry
Martinez-Jerez, Francisco de Asis, and Karim Fakhry. "Lifefont: The Case for RetailDriver." Harvard Business School Case 106-005, September 2005. (Revised March 2007.)
- 12 Jun 2006
- Research & Ideas
The Promise of Channel Stewardship
They therefore contemplate a channel incentive program; a special promotion is planned, more trade promotion and advertising are planned, and channel margins are enhanced. This is channel management as most of us know it, but we might as... View Details
- 21 Nov 2016
- Research & Ideas
It Matters That Your CEO Doesn't Know Much About Sales
across levels and functions. US companies alone spend about $900 billion on sales efforts annually. That’s more than 3 times what they spend on media advertising and about 10 times what they spend on social media and other digital... View Details
Keywords: by Michael Blanding
- 19 Feb 2013
- First Look
First Look: Feb. 19
receiving JCP Cash coupons and circulars advertising the week's specials, were slow to embrace the new pricing format and began leaving the retailer in droves. Under enormous pressure to turn things around as the all-important... View Details
Keywords: Sean Silverthorne
- 10 Dec 2012
- Research & Ideas
Why We Blab Our Intimate Secrets on Facebook
targeted advertising for the same reason: they didn't want anyone tracking their behavior. On the other hand, millions of people routinely share the most intimate details of their lives via various social media sites. With a series of... View Details
Keywords: by Carmen Nobel
- 15 May 2006
- Lessons from the Classroom
Women Find New Path to Work
and personal marketing, sort of one-to-one-to-one, the customized approach, as opposed to the broadcast media that were the mainstays of advertising in the early '90s. They always have to think about this work in the context of a broader... View Details
Keywords: by Mallory Stark
- 08 May 2007
- First Look
First Look: May 8, 2007
present on both search engines. Download the paper: http://www.benedelman.org/publications/cycling-060703.pdf Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords Authors:Benjamin... View Details
Keywords: Martha Lagace
- 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
- 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
- 23 Feb 2010
- First Look
First Look: Feb. 23
significantly. Both numerical simulations and a controlled experiment using regular and edited commercials provide evidence of the benefits of brand pulsing to ward off commercial avoidance. Implications for advertising management and... View Details
Keywords: Martha Lagace