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Show Results For
- All HBS Web
(291)
- News (53)
- Research (195)
- Events (2)
- Multimedia (1)
- Faculty Publications (60)
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- 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
- 28 Jan 2002
- Research & Ideas
Read All About It! Newspapers Lose Web War
advertising they sought was much more focused around the interactive and direct targeting attributes of the new media. Threat had motivated action, but it was resulting in an aggressive replication of the... View Details
- 19 May 2014
- Research & Ideas
Why Companies Should Compete for Your Privacy
and $20 discounts, respectively, in exchange for targeted advertisements from Amazon and third-party sellers on the device. If consumers opt-out of the program, they skip both the ads and the subsidy. The... View Details
- 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
- 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
- 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
- 18 Jun 2001
- Research & Ideas
Tech Investment the Wise Way
here cover a wide range including outright sale, renting, charging by the transaction, advertising and subscription models, licensing, or even giving away the product and selling after-sale support and services. Having a sense of price... View Details
- 05 Sep 2017
- First Look
First Look at New Research and Ideas, September 5, 2017
media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Building on its influential but dated “Priceless” advertising campaign, Raja refocused Mastercard on four “Priceless... View Details
Keywords: Sean Silverthorne
- 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
- 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
- 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
- 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
- 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
- 24 Feb 2009
- First Look
First Look: February 24, 2009
which the instruments of accountability are at least as likely to reproduce relationships of inequality as they are to overturn them. Deterring Online Advertising Fraud Through Optimal Payment in Arrears Author:Benjamin Edelman... View Details
Keywords: Martha Lagace
- 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
- 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
- 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
- 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
- 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
- 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