advertising - Publications - Faculty & Research

01 Jan 2011
News

Peter Harf, MBA 1974

Harf's daughter Katharina, who serves as DKMS's COO. Like the happy endings that Harf has brought to many blood cancer patients, there is a silver lining to his personal struggle with loss. In 1995, while promoting a line of cosmetics for women with cancer, he met... View Details

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

08 May 2019
Blog Post

Top-Notch Talent Begets Top-Notch Talent

a variety of dynamic, in-demand work engagements). But many times, the greatest ideas arise out of opportunity. And often, the best businesses are created to address a market gap. In this case, it was both. Cheney had spent six years post HBS working in strategy for... View Details

16 Feb 2018
Blog Post

Out of PE, Into Africa

the planning process so that they feel engaged and buy-in. Even our 8-year-old was able to express preferences that we incorporated which gave him something to look forward to when he was fatigued from our long travels. While you don’t need to View Details

23 Jul 2001
Research & Ideas

How the Giants of Enterprise Seized the Future

television. He sponsored the famed, and infamous, quiz show The $64,000 Question in 1955. It is difficult, so many years later, to realize what a radical departure television advertising was for a man and a company which had flourished in... View Details

Keywords: by Richard S. Tedlow

November 2001
Case

Korea-Tender

By: Das Narayandas and Kate Attea

Korea-Tender is a closed-bidding auction company trying to break even and must select the best opportunity to increase membership and revenue. It can continue its current model with heavy advertising, try to modify its costs, or develop an additional business model... View Details

Keywords: Auctions; Business Model; Advertising; Business Startups; Problems and Challenges; Marketing Strategy; Revenue; Growth and Development Strategy

Citation

Educators

08 Oct 2013
First Look

First Look: October 8

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1939494 Working Papers Competing Ad Auctions By: Ashlagi, Itai, Benjamin Edelman, and Hoan Soo Lee Abstract—We present a two-stage model of competing ad auctions. Search engines attract users via Cournot-style... View Details

Keywords: Sean Silverthorne

01 Apr 1997
News

Management Update Launched

interview, Jean-Marie Dru, cofounder and chairman of the BDDP Group, a Paris-based global advertising agency, discussed the importance of brands in the new economy. A list of Web sites relevant to managers and a section summarizing... View Details

Keywords: Judith A. Ross

02 Jan 2018
News

Reconsidering Retirement

store in New Jersey; the son accompanied him on buying trips to New York and watched him negotiate for the best merchandise and price. He had even launched his own successful business before arriving at HBS: a birthday cake delivery service that View Details

Keywords: April White; Securities, Commodities, and Other Financial Investments; Finance

01 Dec 2009
News

Taking the Plunge

pursuing a strategy for the Washlet were “gung ho” and suggested a variety of tactics. Students liked TOTO’s “Clean is Happy” advertising campaign but generally agreed that the company needs to start by simply getting as many people to... View Details

Keywords: Julia Hanna; Electrical Equipment, Appliance, and Component Manufacturing; Manufacturing

01 Jun 2007
News

KPMG for Mayor!

successful firms or nonprofits would get free advertising through the popular press, eliminating their need for private marketing while increasing their ability to win elections in other locales around the world. Citizens in mismanaged... View Details

Keywords: Eric Werker; Executive, Legislative, and Other General Government Support; Government

01 Aug 2007
Op-Ed

Company Town: Fixing Corrupt Governments

successful firms or nonprofits would get free advertising through the popular press, eliminating their need for private marketing while increasing their ability to win elections in other locales around the world. Citizens in mismanaged... View Details

Keywords: by Eric Werker

August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

Citation

Educators

Purchase

17 Sep 2001
Research & Ideas

Let Customers Call the Shots

definition of that for the layman? How long has the concept been around in marketing? Wathieu: The idea involves letting consumers take control of variables that are conventionally pre-determined by marketers: product characteristics, place of access, exposure to View Details

Keywords: by Martha Lagace

Web

Research Resources | Baker Library

Photographers, 1950–1972 (Series XI) Test photographs taken by a selection of photographers whom Polaroid employed to test and critique its products. Marketing and Advertising Records, 1928–2004 (Series XII) Documentation of the company’s... View Details

15 May 2007
First Look

First Look: May 15, 2007

of its key staff, and whose misleading, but lawful, advertising of interest rates is drawing customers away from HDFC. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=301093 HDFC (B) Harvard Business... View Details

Keywords: Martha Lagace

01 Apr 2002
News

Charting the Luminary Leadership in Professional Service Firms

diverse professions in which they operate. Whether you examine law firms, advertising agencies, investment banks, or management consulting firms, the business model and the challenges they must successfully meet to prosper over the long... View Details

Keywords: professional service firms; Publishing Industries (except Internet); Information

Profile

Wendy Lim

San Francisco: as New Marketing Manager, Head of User Support and Content, and her current assignment, Director of Sales and Advertising Operations. “There are just so many HBS people on the West Coast who can connect you to the right... View Details

Profile

Gordon Ross

area with a horrendous natural disaster where major things went wrong. Yet I’ve never met so many positive, optimistic people. New Orleans is an advertisement for the human spirit and how it can pull you through.” Managing a different... View Details

25 May 2010
First Look

First Look: May 25

ad platform can offer, an advertiser may forego use of an ad platform that the advertiser otherwise finds profitable. Mergers between ad platforms can increase advertiser... View Details