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    • Faculty Publications  (319)

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    • All HBS Web  (120,175)
      • Faculty Publications  (319)

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      ← Page 7 of 319 Results →
      • July 2012
      • Case

      Droga5: Launching Jay-Z's Decoded

      By: Anita Elberse and Kwame Owusu-Kesse
      In 2010, David Droga and Andrew Essex, co-founders of advertising agency Droga5, hope to convince both John Meneilly, manager of hip-hop star Shawn Carter—better known as Jay-Z—and a partner in Carter's company Roc Nation and Yusuf Mehdi, senior vice president of... View Details
      Keywords: Advertising; Advertising Campaigns; Marketing; Brands and Branding; Entertainment; Advertising Industry; Entertainment and Recreation Industry
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      Elberse, Anita, and Kwame Owusu-Kesse. "Droga5: Launching Jay-Z's Decoded." Harvard Business School Case 513-032, July 2012.
      • April 2012
      • Article

      Broadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry

      By: Jonathan R. Clark and Robert S. Huckman
      The long-standing argument that focused operations outperform others stands in contrast to claims about the benefits of broader operational scope. The performance benefits of focus are typically attributed to reduced complexity, lower uncertainty, and the development... View Details
      Keywords: Performance Capacity; Operations; Advertising; Production; Corporate Strategy; Relationships; Medical Specialties; Complexity; Risk and Uncertainty; Experience and Expertise; Diversification; Quality; Health Industry
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      Clark, Jonathan R., and Robert S. Huckman. "Broadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry." Management Science 58, no. 4 (April 2012): 708–722.
      • February 2012 (Revised August 2013)
      • Case

      What's the Deal with LivingSocial?

      By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini
      Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details
      Keywords: Marketing; Innovation and Invention; Advertising; Brands and Branding; Management; Web Services Industry
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      Norton, Michael I., Luc Wathieu, Betsy Page Sigman, and Marco Bertini. "What's the Deal with LivingSocial?" Harvard Business School Case 512-065, February 2012. (Revised August 2013.)
      • February 2012 (Revised March 2014)
      • Case

      Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children

      By: Felix Oberholzer-Gee, Dennis Yao, Britta Kelley and Lizzie Gomez
      In response to growing concern about childhood obesity, in February 2006 the Council of Better Business Bureaus (CBBB) announced an initiative to examine its self-regulatory program on children's advertising. The existing program was a voluntary cross-industry program... View Details
      Keywords: Food; Advertising; Ethics; Food and Beverage Industry
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      Oberholzer-Gee, Felix, Dennis Yao, Britta Kelley, and Lizzie Gomez. "Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children." Harvard Business School Case 712-463, February 2012. (Revised March 2014.)
      • October 2011 (Revised March 2012)
      • Case

      Cottle-Taylor: Expanding the Oral Care Group in India

      By: John A. Quelch and Alisa Zalosh
      Brinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern... View Details
      Keywords: Forecasting; Budgeting; International Marketing; Product Planning & Policy; Sales Promotions; Marketing Plans; Products; Marketing Strategy; Consumer Behavior; Emerging Markets; Forecasting and Prediction; Advertising; Product Launch; Budgets and Budgeting; Product Development; Consumer Products Industry; Health Industry; India
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      Quelch, John A., and Alisa Zalosh. "Cottle-Taylor: Expanding the Oral Care Group in India." Harvard Business School Brief Case 114-350, October 2011. (Revised March 2012.)
      • October 2011 (Revised May 2015)
      • Case

      The American Repertory Theater

      By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson
      When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by... View Details
      Keywords: Advertising Campaigns; Arts; Business Model; Leading Change; Media; Organizational Change and Adaptation; Nonprofit Organizations; Competitive Strategy; Entertainment and Recreation Industry; North and Central America
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      Deshpande, Rohit, Allen S. Grossman, and Ryan Johnson. "The American Repertory Theater." Harvard Business School Case 512-026, October 2011. (Revised May 2015.)
      • October 2011
      • Article

      Government Advertising and Media Coverage of Corruption Scandals

      By: Rafael Di Tella and Ignacio Franceschelli
      We construct measures of the extent to which the four main newspapers in Argentina report government corruption in their front page during the period 1998-2007 and correlate them with government advertising. The correlation is negative. The size is considerable: a one... View Details
      Keywords: Crime and Corruption; Advertising; Government and Politics; Newspapers; Media; Argentina
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      Di Tella, Rafael, and Ignacio Franceschelli. "Government Advertising and Media Coverage of Corruption Scandals." American Economic Journal: Applied Economics 3, no. 4 (October 2011): 119–151.
      • September 2011 (Revised August 2013)
      • Case

      The Pepsi Refresh Project: A Thirst for Change

      By: Michael I. Norton and Jill Avery
      In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
      Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
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      Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
      • June 2011 (Revised May 2012)
      • Case

      Procter & Gamble: Marketing Capabilities

      By: Rebecca M. Henderson and Ryan Johnson
      P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details
      Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry
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      Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
      • Jun 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Paper presented at the INFORMS Marketing Science Conference, Houston, TX, June 2011.
      • Article

      Advertising, the Matchmaker

      By: Bharat N. Anand and Ron Shachar
      We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television... View Details
      Keywords: Advertising; Information; Consumer Behavior; Television Entertainment; Risk and Uncertainty; Product; Decision Choices and Conditions; Advertising Industry
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      Anand, Bharat N., and Ron Shachar. "Advertising, the Matchmaker." RAND Journal of Economics 42, no. 2 (Summer 2011): 205–245. (Lead Article.)
      • May 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Paper presented at the Media, Technology and Society Seminar Series, Northwestern University, Evanston, IL, May 2011.
      • May 2011 - 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Duke University, Fuqua School of Business, Durham, NC, May 2011.
      • May–June 2011
      • Article

      The Uninvited Brand

      By: Susan Fournier and Jill Avery
      Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
      Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Consumer Products Industry
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      Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
      • May 2011
      • Article

      Underdog Branding: Why Underdogs Win in Recessions

      By: Neeru Paharia, Anat Keinan and Jill Avery
      Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
      Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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      Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
      • February 2011 (Revised December 2012)
      • Case

      The Ford Fiesta

      By: John Deighton and Leora Kornfeld
      Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details
      Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry
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      Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
      • February 2011 (Revised February 2012)
      • Case

      Online Marketing at Big Skinny

      By: Benjamin Edelman and Scott Duke Kominers
      Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
      Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
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      Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
      • February 2011
      • Article

      The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

      By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
      We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
      Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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      Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
      • January 2011 (Revised April 2012)
      • Case

      BBVA Compass: Marketing Resource Allocation

      By: Sunil Gupta and Joseph Davies-Gavin
      BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing... View Details
      Keywords: Advertising; Resource Allocation; Marketing Channels; Marketing Strategy; Performance Evaluation; Banking Industry; United States
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      Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096, January 2011. (Revised April 2012.)
      • December 2010 (Revised September 2011)
      • Case

      Kanebo Ltd. (A)

      By: David F. Hawkins, Suraj Srinivasan, Akiko Kanno and Lizzie Gomez
      Speculation as to how Japanese companies might implement IFRS with particular emphasis on consolidation accounting. View Details
      Keywords: History; Business Conglomerates; Misleading and Fraudulent Advertising; Consolidation; Financial Statements; International Finance; International Accounting; Standards; Goodwill Accounting; Manufacturing Industry; Japan
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      Hawkins, David F., Suraj Srinivasan, Akiko Kanno, and Lizzie Gomez. "Kanebo Ltd. (A)." Harvard Business School Case 111-037, December 2010. (Revised September 2011.)
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