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- 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
- 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
- 30 Mar 2018
- What Do You Think?
What Should Mark Zuckerberg Do?
who don’t realize there is a cost for Facebook’s “free” service. Miki Saxon recalled that “Tim Cook once said, ‘If it’s free, then you are the product.’ It seems that Americans are just waking up to that fact ” Malcolm Harper commented,... View Details
- 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 May 2018
- First Look
New Research and Ideas, May 15, 2018
help senior leaders achieve their goals. Too often, they’re done for short-term gain, but the cost savings are overshadowed by bad publicity, loss of knowledge, weakened engagement, higher voluntary turnover, and lower innovation, which... View Details
Keywords: Dina Gerdeman
- 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
- 26 Sep 2011
- HBS Case
HBS Cases: Lady Gaga
larger, but the potential rewards increase, too." “The risks increase as the size of the venue increases, but the potential revenue goes up as well” With arena performances, the Gaga team was looking at some $12 million in start-up production View Details
- 06 Jan 2014
- Research & Ideas
Technology Re-Emergence: Creating New Value for Old Innovations
introduced low cost production methods to manufacture highly accurate quartz watches. Swiss business historians refer to this as the "Quartz Crisis." Companies like Seiko and Casio seized the quartz market. By 1983, two-thirds... View Details
- 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
- 22 Mar 2013
- Research & Ideas
Pulling Campbell’s Out of the Soup
company in January 2001. In the late 1990s, the company increased prices and lost many consumers to less expensive soup brands. Rather than bring prices back down, to maintain earnings Campbell cut costs by reducing View Details
- 16 Aug 2004
- Research & Ideas
Luxury Isn’t What It Used to Be
packaging, advertising campaign, Web site, and boutiques to create a more contemporary, relevant, and luxurious look to entice customers. In the same spirit, the "Godiva Passion Academy" presented a complimentary course at... View Details
- 27 Jul 2009
- Research & Ideas
Social Network Marketing: What Works?
camera. Sony can either advertise on Facebook and accept a very low click-through rate, or give away free cameras to several Facebook members (potentially at a lower cost than advertising) and generate a... View Details
- 02 Apr 2013
- First Look
First Look: April 2
ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The success of advertising based on this character garnered the Colombian coffee industry price premiums... View Details
Keywords: Sean Silverthorne
- 27 Nov 2000
- Research & Ideas
The Dynamics of Standing Still: Firestone Tire & Rubber and the Radial Revolution
"Radial Age" advertising campaign in 1968. 2 The August 1968 Consumer Reports awarded its top two spots to radials and documented the new technology's longer life, increased safety, handling and economy relative to even... View Details
- 10 Feb 2003
- Research & Ideas
Commodity Busters: Be a Price Maker, Not a Price Taker
more than it charged light users. The original basis for pricing telephone service, including both a fixed monthly charge and a usage charge, represents the same kind of thinking. The person who chose to price advertising services as 15... View Details
Keywords: by Benson P. Shapiro
- 05 Feb 2014
- Research & Ideas
Can Putin Score Olympic Gold?
infrastructure; and soaring costs all threaten to detract from the good vibes of the Games, which begin Friday. As of two weeks ago, Sochi had sold only 70 percent of tickets—compared to 97 percent for the Vancouver Games four years... View Details
- November 2005 (Revised December 2016)
- Case
Bally Total Fitness (A): The Rise, 1962–2004
By: John R. Wells, Elizabeth A. Raabe and Gabriel Ellsworth
From a single, modest club in 1962, Bally Total Fitness had grown to become—in management’s words—the “largest and only nationwide commercial operator of fitness centers” in the United States in 2004. Bally had faced its share of challenges, but the last couple of... View Details
Keywords: Bally Total Fitness; Fitness; Gyms; Health Clubs; Chain; Securities And Exchange Commission; Paul Toback; Weight Loss; Exercise; Contracts; Personal Training; Retention; Accounting; Accounting Audits; Accrual Accounting; Finance; Advertising; Business Growth and Maturation; Business Model; For-Profit Firms; Customers; Customer Satisfaction; Public Equity; Financing and Loans; Revenue; Revenue Recognition; Geographic Scope; Multinational Firms and Management; Health; Nutrition; Business History; Lawsuits and Litigation; Management; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Marketing; Operations; Service Delivery; Service Operations; Public Ownership; Problems and Challenges; Business and Shareholder Relations; Business Strategy; Competition; Corporate Strategy; Expansion; Segmentation; Trends; Cost Management; Profit; Growth and Development; Leadership Style; Five Forces Framework; Private Ownership; Opportunities; Motivation and Incentives; Competitive Strategy; Health Industry; United States; Illinois; Chicago
Wells, John R., Elizabeth A. Raabe, and Gabriel Ellsworth. "Bally Total Fitness (A): The Rise, 1962–2004." Harvard Business School Case 706-450, November 2005. (Revised December 2016.)
- 25 Sep 2000
- Research & Ideas
Cyber-Marketing: Scouting the Digital Communications Frontier
television commercial, for example, can be hundreds of thousands of dollars, while a viewer pays just several hundred dollars for a television set that lasts many years. On the other hand, a Web advertising banner might View Details
Keywords: by Peter K. Jacobs
- 13 Jun 2014
- Op-Ed
World Cup Soccer: 770 Billion Minutes of Attention
overload. Using a standard cost of $25 per thousand viewers, which is generally charged by broadcast companies for a 30 second ad on primetime television in the United States (a value cheaper than Japan and more expensive than Brazil)... View Details
- 04 May 2016
- What Do You Think?
What Does Boaty McBoatface Tell Us About Brand Control on the Internet?
marketing. What do you do when a brand goes out of control? Is it even possible to bring it back under control? What are the costs and benefits of trying to do it? Specifically, should British Science Minister Jo Johnson think about Boaty... View Details