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  • All HBS Web  (399)
    • News  (65)
    • Research  (307)
    • Events  (1)
  • Faculty Publications  (77)

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  • All HBS Web  (399)
    • News  (65)
    • Research  (307)
    • Events  (1)
  • Faculty Publications  (77)
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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
Keywords: by John Quelch; Advertising
  • 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
Keywords: by Sarah Jane Gilbert; Advertising
  • 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
Keywords: by Carmen Nobel; Consumer Products
  • November 1991 (Revised October 1993)
  • Supplement

British Airways: ""Go for It, America!"" Promotion (B)

By: Stephen A. Greyser
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
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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
Keywords: by Carmen Nobel; Advertising; Advertising
  • 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
Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage
  • 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
Keywords: by Manda Salls & Sean Silverthorne; Advertising
  • 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
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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
Keywords: by Michael Blanding; Communications; Public Relations
  • 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
Keywords: by Michael Blanding; Advertising; Advertising
  • 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
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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
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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
Keywords: by Sean Silverthorne; Retail; Air Transportation
  • 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
Keywords: by Manda Salls; Entertainment & Recreation; Motion Pictures & Video
  • 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
Keywords: by Henry Chesbrough & Richard S. Rosenbloom
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