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  • 17 Dec 2014
  • Research & Ideas

How Our Brain Determines if the Product is Worth the Price

primacy (viewing the price first) makes consumers more likely to focus on whether a product is worth its price, and consequently can help induce the purchase of specific kinds of bargain-priced items. Their study, Cost Conscious? The... View Details
Keywords: by Carmen Nobel; Retail
  • 16 Apr 2001
  • Research & Ideas

Strategy and the Internet

competitive advantage—by operating at a lower cost, by commanding a premium price, or by doing both. Cost and price advantages can be achieved in two ways. One is operational effectiveness—doing the same things your competitors do but... View Details
Keywords: by Michael E. Porter
  • May 2022
  • Case

Maestro Pizza: Coming in Hot!

By: Ramon Casadesus-Masanell and Fares Khrais
Maestro Pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of... View Details
Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Middle East; Saudi Arabia
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  • Web

Advisory Board - Entrepreneurship

Advertising Bureau, where he continues to champion innovation in online advertising. Bonnie had guided the successful marriage of CNET Networks' authoritative, award-winning content with the power of technology, evolving the company's... View Details
  • 18 Aug 2009
  • First Look

First Look: August 18

these two relationships may operate in a circular fashion. Second, we consider whether advertising these benefits of charitable giving—asking people to give in order to be happy—may have the perverse consequence of decreasing charitable... View Details
Keywords: Martha Lagace
  • 05 Sep 2017
  • First Look

First Look at New Research and Ideas, September 5, 2017

forthcoming Journal of Financial Economics The Effects of Media Slant on Firm Behavior By: Baloria, Vishal P., and Jonas Heese Abstract—The media can impose reputational costs on firms because of its important role as an information... View Details
Keywords: Sean Silverthorne
  • 20 Nov 2012
  • First Look

First Look: November 20

advertising agency services and the slow pace of change over several decades. We model an agency's decision as a tradeoff between the fixed cost to the advertiser of... View Details
Keywords: Sean Silverthorne
  • 08 Sep 2014
  • Research & Ideas

The Strategic Way To Hire a Sales Team

Google and Groupon, for instance, a higher percentage of employees work in sales than engineering or data mining. And at Facebook the salesforce's ability to translate 'likes' into advertisers will make or break that company's valuation... View Details
Keywords: by Carmen Nobel
  • 26 Oct 2022
  • Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

budget to influencer marketing. Overall, Zhang hopes the research will encourage marketers to “take a step back” when measuring success. They should look beyond easy clicks to consider influencer reputation as part of their advertising... View Details
Keywords: by Kara Baskin; Technology; Media & Broadcasting
  • 19 Apr 2004
  • Research & Ideas

Birth of the American Salesman

twentieth century, Americans read how-to-sell books and turned Bruce Barton's The Man Nobody Knows (1925), which portrayed Jesus Christ as a successful sales and advertising executive, into a bestseller. Books on salesmanship skills still... View Details
Keywords: by Laura Linard
  • 25 Feb 2014
  • First Look

First Look: February 25

in the country's economy during the past two decades, have brought together a group of economists and political scientists to systematically examine the impact of a wide range of factors affecting the economy's collapse, from the cost of... View Details
Keywords: Sean Silverthorne
  • 26 Feb 2013
  • First Look

First Look: Feb. 26

Advertising Authors:Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to... View Details
Keywords: Sean Silverthorne
  • Web

Impact of the New Medium - Edwin H. Land & Polaroid | Harvard Business School

introduced the Polaroid Land Camera, Model 95, and Land Film, Type 40, to the public. Edwin Land stood at a precipice, wondering whether the significant investment and research in his new product would pay off. Land had wisely kept his View Details
  • 22 Nov 2004
  • Research & Ideas

Side Effects: The Case of Propecia

You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details
Keywords: by Sean Silverthorne; Health; Pharmaceutical
  • 28 Oct 2014
  • First Look

First Look: October 28

increase reported revenues, matching the third-party estimate when provided. Firms also increase reported costs by 96 cents for every dollar of revenue adjustment, resulting in minor increases in total tax collection. Download working... View Details
Keywords: Carmen Nobel
  • 28 Aug 2012
  • First Look

First Look: August 28

is extremely limited. Theoretically, delegation of authority is expected when locally adapted choices are most important to the overall value of the firm, when local information advantages are significant, or when the cost of processing... View Details
Keywords: Sean Silverthorne
  • 04 Jun 2001
  • What Do You Think?

What’s the Future of the Subscription Model?

that the advertising model "went bust," one respondent concludes that the "'free' connotation to the Internet is eroding away slowly." Richard Feder maintains that the subscription model will gain momentum on the... View Details
Keywords: by James Heskett
  • 28 Nov 2005
  • Research & Ideas

Unilever: Transformation and Tradition

slaughter the animals some of whose parts ended up in Unilever's pies and sausages. Unilever made its own packaging, and transported its products on its own trucks and barges. It owned the distribution chain that delivered its frozen products to retailers. It ran its... View Details
Keywords: by Geoffrey Jones; Consumer Products
  • 18 Dec 2017
  • Op-Ed

Why Employers Must Stop Requiring College Degrees For Middle-Skill Jobs

Credit:  Pixsooz American companies have a problem. Over the past decade, they have begun to demand a bachelor’s degree in hiring workers for jobs that traditionally haven’t required one. This uptick in credentialing, or “degree inflation,” rested on the belief that... View Details
Keywords: by Joseph Fuller
  • 15 Jul 2019
  • Book

Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence

it’s a forward-looking, subjective, creative exercise that requires a lot of imagination. Think about valuing Facebook today. It requires predicting the future of privacy policies around the world, the actions of Google and Amazon in the View Details
Keywords: by Dina Gerdeman