Advertisers - Publications - Faculty & Research

September 2015 (Revised February 2020)
Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno

In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details

Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan

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February 2012 (Revised August 2013)
Case

What's the Deal with LivingSocial?

By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini

Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details

Keywords: Marketing; Innovation and Invention; Advertising; Brands and Branding; Management; Web Services Industry

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October 1982 (Revised August 1999)
Case

Johnson Wax: Enhance (A)

Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and... View Details

Keywords: Product Positioning; Analysis; Marketing Communications; Advertising; Beauty and Cosmetics Industry

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19 Jul 2019
Blog Post

Meet PRIDE, the student association for LGBTQ+ MBAs at Harvard Business School

beyond HBS. Contact the Pride Club to: Promote relevant internship or full-time opportunities to Pride members Join our mailing list for updates on cross-school and open access events Support Pride as a sponsor and receive our Resume Book of HBS LGBTQ+ talent plus... View Details

Keywords: All Industries

01 Dec 2022
News

Research Brief: Pocket Change

advertising as well as to determine whether candidates who receive significant amounts of small donations run different types of campaigns. “Our existing research has given us a better understanding of who the small donors are and why... View Details

Keywords: Jill Radsken

01 Feb 1998
News

Touching All the Bases: Stephen A. Greyser

commentator; a current board member of four marketing-related corporations; formerly an editor and later board chairman of the Harvard Business Review; and former executive director of the Marketing Science Institute. He was elected a fellow of the American Academy of... View Details

Keywords: Marguerite Rigoglioso

04 Sep 2019
News

Giving Live Sports Another Dimension

scavenger hunts—think Pokémon Go—and track down virtual badges to win prizes. The possibilities for advertising and marketing are endless. Point your phone at an ad and get a virtual coupon for 10 percent off at the concession stands;... View Details

February 2020
Teaching Note

Theranos: Who Has Blood on Their Hands? (A) and (B)

By: Nien-he Hsieh and Christina R. Wing

Teaching Note for HBS Nos. 619-039 and 320-091. View Details

Keywords: Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Lawsuits and Litigation; Medical Devices and Supplies Industry; California; United States

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01 Mar 2004
News

The Weather Channel Forecast: Challenges Ahead

avoided asking cable operators for higher subscriber fees, currently about nine cents per household per month. Instead, it is looking to boost advertising revenue. Early this year, it began rolling out new computerized ad targeting... View Details

Keywords: Broadcasting (except Internet); Information

15 Mar 2021
Office Hours

Readers Ask: What's the Next 'Big Thing' in Finance?

strongly lean toward those. Question: How important is advertising for big companies? Cohen: Advertising is a lifeblood for corporations, even though how they’re doing it changes over time. They used to use... View Details

Keywords: by Kristen Senz; Financial Services

20 Oct 2014
Research & Ideas

Users Love Ello, But What’s the Business Model?

Edward W. Carter Professor of Business Administration, provide insights into the next generation of social networks, and what kind of network they'd build with unlimited funding. Q: How native is advertising to the social media space? Is... View Details

Keywords: Re: John A. Deighton & Sunil Gupta; Publishing; Financial Services

01 Sep 2007
News

A Man of Influence

recounts his days at HBS, admitting, “I came to Harvard with an insouciant assumption that I would be first in the class. As it turned out, I had to ride at full gallop just to stay the course.” Not long after HBS, Valenti and a partner launched their own View Details

29 Mar 2023
News

Robert Kraft Launches Campaign to Combat Antisemitism

person," as reported by CBS News. The campaign was launched through Kraft's Foundation to Combat Antisemitism and will feature public service television advertisements as well as a social media campaign. Kraft told the Associated Press... View Details

20 Sep 2004
Research & Ideas

How Consumers Value Global Brands

In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study in forty-one countries to... View Details

Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor

2001
Working Paper

Strategies to Fight Ad-sponsored Rivals

By: Ramon Casadesus-Masanell and Feng Zhu

We analyze the optimal strategy of a high-quality incumbent that faces a low-quality ad-sponsored competitor. In addition to competing through adjustments of tactical variables such as price or the number of ads a product carries, we allow the incumbent to consider... View Details

Keywords: Advertising; Business Model; Competition; Competitive Strategy

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31 Oct 2019
News

Finding an Audience

agreed that the main reason is that people do not know about this. We realized that there were over 100 concerts of classical music in the metropolitan area every month, and they are not advertised in newspapers. “So we started to contact... View Details

Keywords: Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

01 Mar 2011
News

Fiscal Year Ends on Upbeat Note

expense reduction initiatives in fiscal 2009 that better positioned the publishing operation to weather the continuing declines in advertising and circulation revenue at Harvard Business Review. However, an unexpected rebound in demand... View Details

Keywords: alumni; Colleges, Universities, and Professional Schools; Educational Services

01 Apr 1999
News

A Vibrant Brand

his stock-in-trade as the advertising revenues for Vibe, Spin, and Blaze, the three magazines he now oversees at Vibe/Spin Ventures. As a founding member of the Vibe team, Clinkscales has watched the magazine's circulation grow from... View Details

Keywords: Susan Young

01 Jun 2002
News

History Matters

marketing strategist in the wake of a softening economy, shrinking advertising budgets, and eroding consumer confidence, in addition to the aftershocks of September 11. “In this volatile environment, marketers and CEOs realize with new... View Details

December 2022 (Revised February 2023)
Case

Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX

By: Benjamin C. Esty and Daniel Fisher

At 11:33am on May 24, 2022, an 18-year-old man from Uvalde, Texas walked into the Robb Elementary School carrying a semi-automatic "AR-15-style” rifle manufactured by Daniel Defense and killed 19 children and two adults. Three days later, Representative Carolyn Maloney... View Details