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- Faculty Publications (87)
Show Results For
- All HBS Web (246)
- Faculty Publications (87)
- Research Summary
My research draws upon social and cultural theories to address three important topics in marketing: branding strategy, organizing to deliver creative content, and cultural consumer behavior:
1)Branding Strategy: How are iconic brands built?
I have... View Details
- 25 Nov 2008
- First Look
First Look: November 25, 2008
The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an View Details
Keywords: Martha Lagace
- 05 Aug 2008
- First Look
First Look: August 5, 2008
variation in the use of in-house rather than independent advertising agencies by U.S. advertisers. While the vast majority of large advertisers employ outside agencies, it... View Details
Keywords: Martha Lagace
- 07 Oct 2008
- First Look
First Look: October 7, 2008
answered the right question poorly (Study 2). Download the paper: http://www.hbs.edu/research/pdf/09-048.pdf Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality Authors:Alvin J. Silk and Charles... View Details
Keywords: Martha Lagace
- 11 Dec 2012
- First Look
First Look: Dec. 11
Johannesburg Stock Exchange. Purchase this case:http://hbr.org/search/413038-PDF-ENG Droga5: Launching Jay-Z's Decoded Elberse, Anita, and Kwame Owusu-KesseHarvard Business School Case 513-032 In 2010, David Droga and Andrew Essex, co-founders of View Details
Keywords: Sean Silverthorne
Jill J. Avery
Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details
Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
- 13 May 2014
- First Look
First Look: May 13
treatment with a simulation of paying U.S. federal taxes. Allowing taxpayers to signal their preferences on the distribution of government spending results in a 15% reduction in the stated take-up rate of a questionable tax loophole. Providing taxpayer View Details
Keywords: Sean Silverthorne
- 18 Mar 2008
- First Look
First Look: March 18, 2008
how regulatory enforcement activities influence organizations' decisions to self-police. We created a comprehensive dataset for the "Audit Policy," a United States Environmental Protection Agency (US EPA) program that encourages... View Details
Keywords: Martha Lagace
- 09 Dec 2002
- Research & Ideas
Unilever—A Case Study
grounds that the building in Cambridge was not large enough, that it would be easier to find the right personnel in New York, and that Lever would benefit by being closer to the large advertising agencies in... View Details
- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details
Ashish Nanda
Ashish Nanda is Senior Lecturer and C. Roland Christensen Distinguished Management Educator at Harvard Business School. From 2018 to 2021, he was course head for the MBA Required Curriculum course in Strategy. Beginning in 2022, he is teaching an MBA Elective... View Details
- 30 Jan 2018
- First Look
January 30, 2018
practice related to AI in developing countries. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=52296 December 2017 Journal of Advertising Research Rethinking the Profession Formerly Known as Advertising: How Data... View Details
Keywords: Sean Silverthorne
- Web
Topics - HBS Working Knowledge
Browse All topics Accounting Audits (3) Accounting (119) Acquisition (20) Activity Based Costing and Management (2) Adaptation (7) Adoption (3) Advertising Campaigns (6) Advertising (77) View Details
- 22 Jul 2002
- Research & Ideas
Is Performance-Based Pricing the Right Price for You?
is an arrangement in which the seller is paid based on the actual performance of its product or service. It is becoming much more popular. In the advertising industry, agencies had been traditionally paid 15... View Details
- 05 Feb 2013
- First Look
First Look: Feb. 5
scholars who focus diverse conceptual lenses on a single high-stakes management task-enhancing port security across the United States. This title considers the challenge of driving change in a complex system involving hundreds of private organizations and scores of... View Details
Keywords: Sean Silverthorne
- 19 Dec 2023
- Research & Ideas
15 Podcast Episodes That Grabbed Listeners in 2023
needed to take decisive steps to succeed against the major opposition to his leadership from both inside and outside the company. Twitter employees circulated an open letter protesting expected layoffs, advertising View Details
Keywords: by Danielle Kost
- Web
Technology & Innovation - Faculty & Research
which funds are used are subject to frequent debate. This paper examines empirical data from the Danish National Advanced Technology Foundation (DNATF), an agency that funds partnerships between universities and private companies to... View Details
- Web
Advisory Board - Entrepreneurship
Advertising Bureau, where he continues to champion innovation in online advertising. Bonnie had guided the successful marriage of CNET Networks' authoritative, award-winning content with the power of technology, evolving the company's... View Details
- 06 Nov 2008
- Op-Ed
Selling Out The American Dream
Investment Act, which challenged redlining policies of local banks that set higher hurdles for home-ownership among minorities. But it ended with the recent $5.2 trillion guarantee of Fannie Mae and Freddie Mac assets after these quasi-government housing View Details
Keywords: by John Quelch
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
Value. She is a former brand manager at Gillette, AT&T, and Samuel Adams and an advertising agency executive, and remains close to practice by serving as a board member, consultant, educator, and advisor... View Details
Keywords: by Jill Avery and Richard Edelman