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- All HBS Web (320)
- Faculty Publications (60)
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- 20 Sep 2004
- Research & Ideas
How Consumers Value Global Brands
everybody." But the rhetoric belied the reality. When we measured the extent to which consumers' purchase decisions were influenced by products' American roots, we discovered that the impact was negligible. That finding is all the... View Details
- 15 Mar 2021
- Office Hours
Readers Ask: What's the Next 'Big Thing' in Finance?
strongly lean toward those. Question: How important is advertising for big companies? Cohen: Advertising is a lifeblood for corporations, even though how they’re doing it changes over time. They used to use... View Details
- 17 Feb 2010
- First Look
First Look: Feb. 17
Working PapersThe Evolution of Science-Based Business: Innovating How We Innovate Author:Gary P. Pisano An abstract in unavailable at this time. Download the paper: http://www.hbs.edu/research/pdf/10-062.pdf PublicationsTargeted View Details
Keywords: Martha Lagace
- 26 Jun 2007
- First Look
First Look: June 26, 2007
Organizational Response to Environmental Demands: Opening the Black Box Authors:Magali A. Delmas and Michael W. Toffel Abstract This paper combines new and old institutionalism to explain enduring differences in organizational strategies. We propose that differences in... View Details
Keywords: Martha Lagace
- 20 Jun 2011
- Lessons from the Classroom
Fame, Faith, and Social Activism: Business Lessons from Bono
with Apple for an early release on iTunes of the single "Vertigo," and the video was featured in an Apple ad campaign. "We turned advertising into a rock video," Bono said at the time. That's not selling out, he said. "It's exciting."... View Details
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
can it influence voters? Source: Jaconelli The skills needed to win a party nomination are more akin to those of the commercial marketer. A distinctive appeal to a niche segment of the population is sufficient. Trump has become the... View Details
- 13 May 2014
- First Look
First Look: May 13
result, work performance. We also examine sources of variability in networking-induced feelings of dirtiness by proposing that the amount of power people have when they engage in instrumental networking influences how dirty this... View Details
Keywords: Sean Silverthorne
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
promotion and advertising had long-run consequences on consumers' buying behavior in two ways: by influencing the brand equity and by affecting the consumers' price sensitivity. Jedidi and colleagues then... View Details
Keywords: by Sean Silverthorne
- 03 Nov 2003
- Research & Ideas
Making Money Making Movies
Hollywood studios can determine the rules of the game. Another key difference concerns the extent to which markets are influenced by piracy. Piracy is a global problem, but I think it is particularly detrimental to box office grosses in... View Details
- 25 Jun 2019
- Research & Ideas
The Powerful Strategic Tool Companies Should Not Try to Control
rules to try to influence behavior. Doing so, however, requires firms to understand and abide by the community ethos. Kost: Could you tell me about a case in which a company used the expertise and feedback of a user community to gain... View Details
Keywords: by Danielle Kost
- 08 Jun 2009
- Research & Ideas
The Return of the Salesman
the mid-1920s, Bruce Barton produced The Man Nobody Knows, comparing Jesus to a sales and advertising man. In the middle of the Great Depression, Dale Carnegie, a former Armour salesman, wrote the bestseller How to Win Friends and View Details
- 06 Mar 2007
- First Look
First Look: March 6, 2007
report their own violations. In this study, we examine how regulatory enforcement activities influence organizations' decisions to self-police. We created a comprehensive dataset for the "Audit Policy," a United States... View Details
Keywords: Martha Lagace
- 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
- 24 Feb 2009
- First Look
First Look: February 24, 2009
Soule Publication:New York: McGraw Hill, 2009 Abstract This new edition examines how information technology enables organizations to conduct business in radically different and more effective ways. The authors objective is to provide readers with a better understanding... View Details
Keywords: Martha Lagace
- 12 Aug 2014
- First Look
First Look: August 12
2014 Journal of Advertising Research Pitfalls and Fraud in Online Advertising Metrics: What Makes Advertisers Vulnerable to Cheaters, and How They Can Protect Themselves By:... View Details
Keywords: Sean Silverthorne
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Who Has the Power in the Music Industry?
gone. "You still see big companies like Spotify, but what's their source of power?" Asked Oberholzer-Gee. "Network effects. Now, we pair lots of ears with lots of advertisers and we create a different form of power, but where the... View Details
- 13 Nov 2012
- First Look
First Look: November 13
http://hbr.org/product/what-makes-analysts-say-buy/an/F1211B-PDF-ENG The Internalization of Advertising Services: An Inter-Industry Analysis Authors:Sharon Horsky, Steven C. Michael, and Alvin J. Silk Publication:Review of Marketing... View Details
Keywords: Sean Silverthorne
- 03 Mar 2014
- Research & Ideas
Facebook’s Future
soar. While all this is happening, Facebook's marketing influence will accelerate dramatically, providing a growing revenue stream for the company. When Facebook first started it was no more than a mechanism to attract eyeballs for... View Details
Keywords: by Mikolaj Piskorski
- 09 Aug 2013
- Research & Ideas
Read All About It: Digital CEO Buys Traditional Media!
the world are trying to reinvent themselves for digital success. Indeed, few strategic problems are as hard as those confronting newspapers—declining print revenues, even greater declines in advertising revenue (mostly due to the loss of... View Details
- 11 Feb 2008
- Research & Ideas
Does Democracy Need a Marketing Manager?
we wanted to give consumers and citizens a deeper understanding of the marketing system, what it means for democratic society, and their power to influence it." Sean Silverthorne: In general, how does good marketing reinforce... View Details
Keywords: by Sean Silverthorne