Influencer Advertising - Publications - Faculty & Research

19 Apr 2004
Research & Ideas

Birth of the American Salesman

twentieth century, Americans read how-to-sell books and turned Bruce Barton's The Man Nobody Knows (1925), which portrayed Jesus Christ as a successful sales and advertising executive, into a bestseller. Books on salesmanship skills still... View Details

Keywords: by Laura Linard

2010
Chapter

The Paranoid Style in the Study of American Politics

By: David Moss and Mary Oey

What drives policy making in a democracy? The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms... View Details

Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States

Citation

2008
Other Unpublished Work

The Paranoid Style in the Study of American Politics

By: David Moss and Mary Oey

The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms of political support. Indeed, many... View Details

Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States

Citation

23 Oct 2018
First Look

New Research and Ideas, October 23, 2018

social issues unrelated to their core business, ranging from environmental issues to LGBT rights and race relations. In the first study of this phenomenon, we implement two field experiments to provide evidence on how CEO activism can View Details

Keywords: Dina Gerdeman

12 Dec 2005
Research & Ideas

Using the Law to Strategic Advantage

Moreover, moral and ethical considerations may decisively influence how the law is applied. As a result, purely technical legal advice is often inadequate. CEOs should be looking for lawyers with wisdom and the courage to push back if... View Details

Keywords: by Sean Silverthorne; Legal Services

15 Aug 2017
First Look

First Look at New Research and Ideas, August 15, 2017

about favorable future policy changes. A lab experiment involving monetary bets on the future popularity of politicians and a field experiment involving political donations (N = 660,542) demonstrated that BFF can influence people’s... View Details

Keywords: Sean Silverthorne

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

05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

influence the stories consumers create or their relationship with a brand or company, they need to know what deep metaphors are operating. These metaphor insights then allow managers to leverage them in advertising, packaging, product... View Details

Keywords: by Martha Lagace; Consumer Products

Web

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

Prevention—spent hundreds of millions of dollars on online advertising campaigns, aiming to encourage people to get vaccinated and to comply with other public health guidance. But was the public listening? More important, were people... View Details

Keywords: by Scott Van Voorhis; Health; Technology

22 Jan 2013
First Look

First Look: Jan. 22

learning can induce a great deal of wage inequality. An equilibrium model is developed in which firms can choose either to advertise their job openings prominently or not. Prominent ads are assumed to have more View Details

Keywords: Sean Silverthorne

Web

Advisory Board - Entrepreneurship

Interactive Messaging Unit (IMU), the online industry's catalyst for going "beyond the banner" and standardizing new ad formats that dramatically enhanced both the user experience and ad performance. His influence in this evolution earned... View Details

19 Dec 2017
First Look

New Research and Ideas, December 19, 2017

shape individuals' willingness to accept it? We examine both questions through survey experiments and find that attitudes toward peace can in fact be widely influenced by these factors in a survey setting: 18%more people agree to peace... View Details

Keywords: Carmen Nobel

12 Mar 2021
News

My Favorite Case

lifelong lessons about personal priorities and career ambitions, humility, and confidence—and the incomparable kinship (and long memories) of sectionmates. “Suzuki Samurai” Suzuki and advertising agency executives are debating the product... View Details

Keywords: Business Schools & Computer & Management Training; Educational Services

22 Nov 2004
Research & Ideas

Side Effects: The Case of Propecia

You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details

Keywords: by Sean Silverthorne; Health; Pharmaceutical

Web

Marketing Awards & Honors - Faculty & Research

"Social Psychology of Organizations" at Harvard College. Sunil Gupta : Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion and View Details

24 Oct 2011
Research & Ideas

The Yelp Factor: Are Consumer Reviews Good for Business?

reviews. “Restaurants are a classic example in economics where the consumer has to make a decision based on very little information” Most would agree these sites do influence consumers' decisions. In the paper Reviews, Reputation, and... View Details

Keywords: by Michael Blanding; Food & Beverage

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

extent to influence how policies were interpreted, in part because of the respect in which the company was held. The corporate reputation for integrity and competence was a major competitive advantage in this respect. A part of the reason... View Details

Keywords: by Geoffrey Jones; Consumer Products

Web

Invention of the Polarizer - Edwin H. Land & Polaroid | Harvard Business School

Thanks to the influence of one of his physics instructors, George W. Wheelwright III, the department granted Land his own laboratory, an unusual resource for a young undergraduate. 11 At a Harvard Physics Colloquium in 1932, Land... View Details

February 2020
Case

Leading Change in Talent at L'Oréal

By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney

Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful... View Details