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Show Results For
- All HBS Web
(286)
- News (48)
- Research (193)
- Events (1)
- Multimedia (1)
- Faculty Publications (60)
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- 06 Jan 2011
- What Do You Think?
How Should Management Deal With “Anonymous”?
possible. Next time the target may not be Iran.) Getting back to my misstated question, none of you aimed your criticism at the technology, even lauding it, as Mark O'Connor did, as the "great equalizer." In Bev Stehn's words,... View Details
Keywords: by James L. Heskett
- 11 Feb 2008
- Research & Ideas
Does Democracy Need a Marketing Manager?
propositions represents a market test and signal of what consumers want. Q: Consumer marketing appears to be drifting away from mass market advertising to more targeted approaches made possible by the... View Details
Keywords: by Sean Silverthorne
- 11 Jun 2014
- Research & Ideas
In the Future of Sports Investing, Media Is the Best Bet
investments by sharing in the profits generated by broadcasting rights and advertising revenues. The founders initially placed a $100 million fundraising target on the fund, which will invest in young... View Details
- 15 Apr 2014
- First Look
First Look: April 15
we construct and analyze a new dataset that covers U.S. private equity transactions from 1980 to 2005. We track 3,200 target firms and their 150,000 establishments before and after acquisition, comparing outcomes to controls similar in... View Details
Keywords: Sean Silverthorne
- 30 Dec 2013
- HBS Case
HBS Cases: What Warren Buffett Saw in Newspapers
advertising revenues over the past decade, as readers turned from print to more immediate sources of news. Coupled with rising printing, paper, and labor costs, the decreasing revenues created falling margins and increased leverage... View Details
- 21 May 2007
- Research & Ideas
Fixing the Marketing-CEO Disconnect
susceptibility to competition. How to repair the rift? Two HBS faculty developed a CD-based program called Measuring Marketing Performance targeted at senior executives—namely CEOs, COOs, and CMOs. The tutorial helps execs understand how... View Details
Keywords: by Sean Silverthorne
- 16 Dec 2014
- First Look
First Look: December 16
IEEE Security & Privacy Accountable? The Problems and Solutions of Online Ad Optimization By: Edelman, Benjamin G. Abstract—Online advertising might seem to be the most measurable form of marketing ever invented. Comprehensive records... View Details
Keywords: Sean Silverthorne
- 29 Feb 2016
- HBS Case
Bigbelly's Big Bet on the Digital Trash Can
more targeted advertisements based on the demographics of the passers-by. The LinkNYC program rolling out in New York City will provide a combination of high-speed Wi-Fi and “context aware” ads. The program... View Details
- 25 Apr 2012
- What Do You Think?
How Will the “Age of Big Data” Affect Management?
for jobs in data analytics. In addition to less wasteful marketing efforts (we should be able to know, for example, "which half" of advertising is effective, thereby making an old marketing saw obsolete), they should produce more... View Details
Keywords: Re: James L. Heskett
- 02 Sep 2016
- Op-Ed
The Twitter Election
advertisements in battleground or swing states. These ads are designed to raise doubts about and paint a picture of Trump before he has enough money to hit the airwaves in earnest. Complementing this air war is Clinton's well-organized... View Details
Keywords: by John Quelch and Thales Teixeira
- 12 Aug 2014
- First Look
First Look: August 12
become more fundamental as advertisers target their advertisements with greater precision. In the paper that follows, the author attempts to identify the circumstances that... View Details
Keywords: Sean Silverthorne
- 30 Dec 2013
- Research & Ideas
Most Popular Articles of 2013
Advertising Authors Pavel Kireyev, Koen Pauwels, and Sunil Gupta find that popular Web metrics do not adequately capture consumer behavior online and lead marketers to create less effective marketing budgets. Organizational Factors that... View Details
Keywords: by Staff
- 12 Nov 2008
- Research & Ideas
The Marketing of a President
donors and volunteers but all citizens. From the imaginative campaign logo to the thirty-minute infomercial, Obama's communications were professional without being slick, attention-getting without being in-your-face. Fourth, Obama reached out to all citizens. He View Details
Keywords: by John Quelch
- 11 Oct 2016
- First Look
October 11, 2016
https://www.hbs.edu/faculty/Pages/item.aspx?num=45842 Effectiveness of Paid Search Advertising: Experimental Evidence By: Dai, Weijia (Daisy), and Michael Luca Abstract—Paid search has become an increasingly common form of advertising, comprising about half of all... View Details
Keywords: Sean Silverthorne
- 25 Apr 2017
- First Look
First Look at New Research, April 25
The result would be improved deal process design in MBOs and improved capital formation in the economy overall. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50980 Patent Trolls: Evidence from Targeted Firms By: Cohen,... View Details
Keywords: Sean Silverthorne
- 13 Jan 2015
- First Look
First Look: January 13
can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful vehicle for... View Details
Keywords: Sean Silverthorne
- 03 Jan 2007
- First Look
First Look: January 3, 2007
implications for the efficient targeting of social programs more generally. A key issue in this debate is whether higher purchase prices lead to more intensive product use and, therefore, greater health benefits. We present results from... View Details
Keywords: Sean Silverthorne
- 28 Oct 2014
- First Look
First Look: October 28
shown to users who performed similar searches, they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search... View Details
Keywords: Carmen Nobel
- 14 Feb 2017
- First Look
First Look at New Research: February 14
in employment at small firms in high-tech industries, which are a frequent target of patent trolls. By contrast, the laws have no significant impact on employment at larger or non-high-tech firms. Anti-troll legislation is also associated... View Details
Keywords: Sean Silverthorne
- 13 Jan 2009
- First Look
First Look: January 13, 2009
Working PapersCPC/CPA Hybrid Bidding in a Second Price Auction Authors:Benjamin Edelman and Hoan Soo Lee Abstract We develop a model of online advertising in which each advertiser chooses from multiple... View Details
Keywords: Martha Lagace