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  • 01 Apr 1997
  • News

Management Update Launched

interview, Jean-Marie Dru, cofounder and chairman of the BDDP Group, a Paris-based global advertising agency, discussed the importance of brands in the new economy. A list of Web sites relevant to managers and a section summarizing... View Details
Keywords: Judith A. Ross
  • 17 Feb 2011
  • News

Field Report: Rwanda

a private media company and Karisimbi client. The group worked with Tele-10 to identify ways to improve its advertising sales process for radio advertising and to help improve customer service for its... View Details
Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services
  • 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
  • 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
Related
  • 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
Keywords: Gun Violence; Gun Policy; Second Amendment; Legal Liability; Government Legislation; Marketing Strategy; Business or Company Management; Product Marketing; Ethics; Corporate Accountability; Corporate Social Responsibility and Impact; Moral Sensibility; Crime and Corruption; Governing Rules, Regulations, and Reforms; Advertising Industry; Advertising Industry; United States
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  • April 2020
  • Teaching Note

Tailor Brands: Artificial Intelligence-Driven Branding

By: Jill Avery
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Advertising Industry; Advertising Industry; United States; North America
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  • February 2021
  • Teaching Plan

Soofa: Displaying the Right Path?

By: Jeffrey J. Bussgang and Amy Klopfenstein
This teaching plan serves as a supplement to the case “Soofa: Displaying the Right Path?” HBS 820-098. The case explores the tension between two different financing and expansion plans for a startup, and explores issues related to business model pivots and industry... View Details
Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Judgments; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry and Exit; Demand and Consumers; Media; Society; Urban Development; Sustainable Cities; Information Technology; Information Infrastructure; Digital Platforms; Strategy; Business Strategy; Expansion; Relationships; Capital; Venture Capital; Advertising Industry; Advertising Industry; Advertising Industry; North and Central America; United States; Massachusetts; Cambridge
Related
  • October 2021 (Revised March 2022)
  • Supplement

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; Retail Industry; Italy
Related
  • 17 Sep 2001
  • Research & Ideas

Let Customers Call the Shots

definition of that for the layman? How long has the concept been around in marketing? Wathieu: The idea involves letting consumers take control of variables that are conventionally pre-determined by marketers: product characteristics, place of access, exposure to View Details
Keywords: by Martha Lagace
  • Web

Research Resources | Baker Library

Photographers, 1950–1972 (Series XI) Test photographs taken by a selection of photographers whom Polaroid employed to test and critique its products. Marketing and Advertising Records, 1928–2004 (Series XII) Documentation of the company’s... View Details
  • 27 Apr 2020
  • News

How Brands Unwittingly Fund Disinformation

Keywords: Advertising, Public Relations, and Related Services; Professional Services
  • 01 Sep 2003
  • News

The Kids Are Alright: Alumni Children Crack Case

pop-up ads on most sites. Instead, its “immersive” advertising was more like the product placements common to television and movies — sponsors’ products or messages appear in the context of the site’s games and activities.) As the class... View Details
Keywords: Colleges, Universities, and Professional Schools; Educational Services
  • 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
  • 25 May 2010
  • First Look

First Look: May 25

ad platform can offer, an advertiser may forego use of an ad platform that the advertiser otherwise finds profitable. Mergers between ad platforms can increase advertiser... View Details
Keywords: Martha Lagace
  • 22 Sep 2015
  • News

Getting New Ideas off the Ground

of the things that we learned was that you could target advertising in a very different way if you were to think about the cable infrastructure differently. So we built another company in the advertising... View Details
  • 01 Jun 2001
  • News

Point, Click, Give: Internet Fuels Philanthropic Fundraising Revolution

shopping mall GreaterGood.com, for example, uses traditional advertising to draw visitors to its site. Charity mall iGive.com, in contrast, relies on its nonprofits to publicize its fundraising opportunities. Most WEBSEs use some... View Details
Keywords: Anne Kavanagh; News, Library, Internet, and Other Services; Information
  • 01 Jun 2002
  • News

News in the News Biz

of wealthy individuals, then the newspaper business has to generate profit. Since 75 percent of newspaper revenue comes from advertising, and staff — at 16 percent of total cost — is the most important cost after newsprint, it is not surprising that publishers resort... View Details
  • 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
  • Profile

Wendy Lim

San Francisco: as New Marketing Manager, Head of User Support and Content, and her current assignment, Director of Sales and Advertising Operations. “There are just so many HBS people on the West Coast who can connect you to the right... View Details