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- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
Until the close of the last decade, health consumers received much of their knowledge and advice about prescription drugs from their physicians or other health care professionals. Today, pharmaceutical companies are spending several billion dollars a year to View Details
Keywords: by Manda Salls
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The willingness of producers to build their... View Details
- 14 Nov 2005
- Research & Ideas
How Can Start Ups Grow?
published by the Academy of Management (August, 2005) as part of its Best Paper Proceedings. Her research on how young firms grow is based on data looking at new advertising agencies in New York and Chicago from 1977 to 1985. In this... View Details
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation. EEG vs. fMRI Karmarkar notes that EEG and fMRI have different strengths and weaknesses, and that EEG has some... View Details
- November 1991 (Revised October 1993)
- Supplement
British Airways: ""Go for It, America!"" Promotion (B)
Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details
Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
- 10 Jan 2011
- Research & Ideas
Is Groupon Good for Retailers?
Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details
- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
outside the United States. The cost to the American economy could be far greater than the cost of war.—John Quelch But now a deepening opposition to American foreign policy is threatening the long-term... View Details
Keywords: by Sean Silverthorne
- 16 Feb 2004
- Research & Ideas
Marketing Wine to the World
many consolidations in the past decade. Does the rapid consolidation of New World producers make profits at the cost of diversity? Should a beer company own a vineyard? A: The scope economies across the beer and wine businesses appear... View Details
- 25 Aug 2003
- Research & Ideas
Should You Sell Your Digital Privacy?
self-adjust to technological innovation. But the idea of offering the opportunity to buy privacy is hard to swallow—if privacy is something to which we are entitled, should our share of it depend on ability to pay? Inevitably it does. Whenever we claim privacy, we... View Details
- December 2004 (Revised October 2005)
- Case
Hasbro Games -- POX (A)
By: David B. Godes and Elie Ofek
Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
Godes, David B., and Elie Ofek. "Hasbro Games -- POX (A)." Harvard Business School Case 505-046, December 2004. (Revised October 2005.)
- 02 May 2016
- Research & Ideas
Why People Don’t Vote--and How a Good Ground Game Helps
what can be done to reverse that trend. In doing so, they take aim at some misconceptions about what keeps voters home, and show the surprising effectiveness of door-to-door canvassing at getting more people to the polls. Voting is not easy In the first study, Voter... View Details
- 23 Apr 2014
- HBS Case
Are Electronic Cigarettes a Public Good or Health Hazard?
When electronic cigarettes first appeared a little over a decade ago, they were hailed by many as a godsend: a tool to help smokers quit while mitigating the most harmful effects of tobacco. "The [e-cigarette] market is producing, at no View Details
- March 1996 (Revised November 1997)
- Case
Dewar's (C): Exploring New Media Opportunities
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details
Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (C): Exploring New Media Opportunities." Harvard Business School Case 596-094, March 1996. (Revised November 1997.)
- 08 Dec 2009
- First Look
First Look: Dec. 8
innovations by single user individuals or firms and open collaborative innovation projects. We analyze the design costs and architectures and communication costs associated with each model. We conclude that... View Details
Keywords: Martha Lagace
- 16 Jun 2003
- Research & Ideas
Researchers Contribute Globalization of Markets Papers
Cost Economies in the Global Advertising and Marketing Services Business Levitt's work sparked debate on the merits of standardized versus localized advertising campaigns. But... View Details
Keywords: by Working Knowledge editors
- September 2003 (Revised February 2007)
- Case
PolyMedica Corporation (A)
By: David F. Hawkins and Jacob Cohen
The Securities and Exchange Commission and investors question PolyMedica Corp.'s practice of capitalizing rather than expensing of direct-response advertising. View Details
Keywords: Activity Based Costing and Management; Business Earnings; Advertising; Private Sector; Budgets and Budgeting; Cost Management; Capital Markets; Marketing; Private Equity; Pharmaceutical Industry; Medical Devices and Supplies Industry
Hawkins, David F., and Jacob Cohen. "PolyMedica Corporation (A)." Harvard Business School Case 104-023, September 2003. (Revised February 2007.)
- 07 Oct 2019
- Sharpening Your Skills
How Companies Can Make Up with (Very) Unhappy Customers
JetBlue employees and more than 130,000 customers whose flights were cancelled, delayed, or diverted. How did the airline make it right with customers and learn from its mistakes? The Hidden Cost of a Product Recall Product failures... View Details
- 25 May 2010
- First Look
First Look: May 25
Foley, and Kristin J. Forbes Publication:Journal of Finance (forthcoming) Abstract This paper analyzes the impact of the Homeland Investment Act of 2004, which provided a one-time tax holiday for the repatriation of foreign earnings and thereby reduced the View Details
Keywords: Martha Lagace
- 03 Nov 2003
- Research & Ideas
Making Money Making Movies
the lion's share of admissions. In that respect, audience tastes in U.S. and international markets are actually fairly similar. Q: What opportunities do you see for entertainment marketers who want to ensure a film's success overseas? How important is View Details
- 18 Jun 2001
- Research & Ideas
Tech Investment the Wise Way
here cover a wide range including outright sale, renting, charging by the transaction, advertising and subscription models, licensing, or even giving away the product and selling after-sale support and services. Having a sense of price... View Details