Programmatic Ad Buying - Publications - Faculty & Research

21 May 2018
HBS Case

How Would You Price One of the World's Great Watches?

you're buying a car, and then you find out six months later that the car will cost 25 percent less. It’s terrible.” The perceived value of an object by buyers is essential, especially if you look at customers as relationships rather than... View Details

Keywords: by Roberta Holland; Fashion

17 Dec 2001
Research & Ideas

Becoming the Next Real Estate Mogul

saw—that's a ton of fun," he said. There was general agreement on this point, but land and buildings aren't always part of the equation when it comes to calculating the industry's appeal, added Vincent J. Constantini, founder and... View Details

Keywords: by Julia Hanna; Construction; Real Estate

17 Nov 2020
In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

and gift certificates for post-pandemic gatherings. Large businesses and state and local governments need to make small business contracting a priority. Biden administration policymakers and mayors from the Bloomberg Harvard City Leadership Initiative are already hard... View Details

Keywords: by Danielle Kost; Retail

06 May 2002
What Do You Think?

What’s Driving the “New Marketing?”

tangible features) of the product." He concurs with Balu Rajagopal who wrote, "The marketing 4 Ps are still a valid framework but the Internet has added a new dimension—interactivity. ... If there is a case to be made for a new... View Details

Keywords: by James Heskett

27 Jul 2009
Research & Ideas

Social Network Marketing: What Works?

When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral campaign. New research by Harvard Business School professor Sunil Gupta suggests that... View Details

Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail

10 May 2004
Research & Ideas

Rethink the Value of Joint Ventures

a joint venture and make sure that you can't buy those services or that knowledge through an arms-length contract that doesn't require sharing ownership. Most of what managers want from joint ventures is likely to be available through... View Details

Keywords: by Cynthia Churchwell

02 Feb 2015
Research & Ideas

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

habits as well, such as a growing preference for sharing items rather than owning them, and encouraging "showrooming" where shoppers visit stores only to test products—then buy them more cheaply online. The user benefits from lower cost,... View Details

Keywords: by Michael Blanding

24 Jul 2018
First Look

New Research and Ideas, July 24, 2018

on Snap: two with buy recommendations, six with holds, and six with sells. When the “IPO quiet period” expired three weeks later, 16 more analysts—who worked at firms that were underwriters for the IPO—issued recommendations: 10 with... View Details

Keywords: Dina Gerdeman

18 Apr 2005
Research & Ideas

Prosper with Multi-Channel Retailing

overall experience," she said. However, the gift buying that represents a huge portion of many retailers' fourth-quarter revenues is greatly enhanced thanks to the Web, Vobejda said. "Gift-giving is truly made better by the... View Details

Keywords: by Julie Jette; Consumer Products; Retail

30 Jan 2006
HBS Case

The Case of the Mystery Writer’s Brand

enjoy the same name recognition, Patterson regularly outsells other "brand-name authors" such as Stephen King and Tom Clancy by simply publishing more books, averaging three titles each year with the occasional assistance of a coauthor. Patterson brings an... View Details

Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing

13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

buy the right to retransmit the games and sell ad space to their local advertisers. Another key principle of the Economics of Attention is that attention is valued in a "superlinear" manner, which... View Details

Keywords: by Thales Teixeira; Sports

05 Dec 2007
Sharpening Your Skills

Sharpening Your Skills: Managing Marketing

Networked Customers? How Do You Value a 'Free' Customer? Sometimes a valuable customer may be the person who never buys a thing. Professor Sunil Gupta discusses how to assess the profitability of a customer in a networked setting—a... View Details

10 Nov 2008
Research Event

Social Media Leads the Future of Technology

effective in the sense that advertisers can reach great scale and do precision targeting. The challenge is to discern consumers' intent. "Search is unbelievably efficient because you look at a little query box. You can tell exactly what people care about, and you... View Details

Keywords: by Martha Lagace

10 Oct 2007
Research & Ideas

“Blank” Inside: Branding Ingredients

ingredient is central to the functional performance of the final product. Think Shimano gear systems on performance bicycles or Monsanto's Nutrasweet, added to Equal sweetener. 3. The final products are not well-branded themselves, either... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

10 Feb 2015
First Look

First Look: February 10

the economy to organize production and innovation. We study individual contestant-level data from 2,796 contestants in 774 software algorithm design contests with random assignment. Precisely conforming to theory predictions, the performance response to View Details

Keywords: Sean Silverthorne

26 Jul 2006
Research & Ideas

The Strategic Way to Go to Market

channel stewards? A: Channel stewardship is a brand new concept. Bits and pieces have been practiced in the past, but we have pulled it all together and added some new ones. It would be hard to identify any one firm as an all-around... View Details

Keywords: by Sean Silverthorne

04 May 2020
Research & Ideas

Predictions, Prophets, and Restarting Your Business

hard decisions about returning to the market. Here’s a common prediction: Social distancing forces people to do more buying online and communicating through social media, thus accelerating a permanent, big shift after the crisis to more... View Details

Keywords: by Frank V. Cespedes

03 Feb 2014
Research & Ideas

The Tricky Business of Managing Web Advertising Affiliates

better to manage these programs in-house or to use outside experts. . Power Of The Network Affiliate networks slash the cost of buying ads for sellers through the use of advertising marketplaces. In essence,... View Details

Keywords: by Kim Girard; Advertising; Publishing

19 Jun 2012
First Look

First Look: June 19

understand and capitalize on the needs of health care businesses. With the recent passage of health care reform adding to the pressures already squeezing the health care industry-including new payment models requiring significant... View Details