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- Faculty Publications (60)
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- All HBS Web (316)
- Faculty Publications (60)
- 28 Jan 2015
- Research & Ideas
Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections
fence-sitters. "Most of the PAC advertising is very negative. So if I'm already pro-Democrat, a negative ad about Romney for instance will reinforce [my beliefs] and influence me to go out and cast a vote... View Details
Keywords: by Dina Gerdeman
- 05 May 2003
- What Do You Think?
Is This a Golden Era for Marketing Productivity?
the probability of success in building brands and positioning products and services. The process is effective in terms of both results and costs. All of this suggests that what we experience as consumers may be influenced by fewer and... View Details
Keywords: by James Heskett
- 29 May 2007
- First Look
First Look: May 29, 2007
and Related Research, no. 458 (May 2007): 202-219 Abstract Direct-to-consumer advertising (DTCA) has become an influential factor in healthcare delivery in the United States. We evaluated the influence of... View Details
Keywords: Martha Lagace
- 01 Oct 1998
- News
Short Takes
recently published in the Journal of the American Medical Association, HBS assistant professor Charles King III investigates whether, indeed, cigarette companies advertise to magazine readers between the ages of 12 and 17. As King and... View Details
Keywords: Eileen K. McCluskey
- 01 Dec 1999
- News
The Message and the Media: Advertising's Brave New World
Long defined almost exclusively in terms of print and broadcast outlets, mass media as an industry has been undergoing a major transformation - and that means big changes for the advertising industry, too. The Internet, for example, which... View Details
Keywords: Peter K. Jacobs
- 31 Oct 2004
- Research & Ideas
The New CEO’s Wrong Message
was largely a formality. The CEO saw it differently. He felt that the company's advertising had become stale and that a makeover should start right away—and this would most likely mean hiring a new agency. He put the marketing campaign on... View Details
- 11 Feb 2013
- Research & Ideas
Neuroeconomics: Eyes, Brain, Business
that we can predict what they're going to do in the future. How your brain does that is what's interesting to me—when it works well, when it fails, and how it can influence the decisions we make." To determine the point at which humans... View Details
Keywords: by Carmen Nobel
- 10 Nov 2008
- Research Event
Social Media Leads the Future of Technology
Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in... View Details
Keywords: by Martha Lagace
- 10 Sep 2024
- Blog Post
Leading with Creative Problem Solving: Ron Kurtz (MBA 1967)
As a youngster, I used to create “stores” in my driveway, selling things to other neighborhood kids. It was an entrepreneurial inclination fostered by growing up in a family that owned retail stores and enjoyed telling stories of their sales. View Details
Keywords: All Industries
- 10 Sep 2024
- Blog Post
Leading with Creative Problem Solving: Ron Kurtz (MBA 1967)
stores and enjoyed telling stories of their sales. Advertising was a popular career with a certain amount of glamour in the 1950s and 1960s. I, too, liked the thought of developing ideas that would motivate consumers. As an undergrad at... View Details
- 13 Dec 2018
- Blog Post
"I Wanted to Move from Analyzing Results to Creating Them": Cynthia Samanian, MBA 2012
content. The plan was to grow an audience of sufficient size to attract advertisers but, she says in retrospect, "It wasn't the right business model for me." Cynthia knew she wanted a positive cash flow business that could... View Details
- 02 May 2016
- Research & Ideas
Why People Don’t Vote--and How a Good Ground Game Helps
central or right candidates to vote for Hollande,” says Pons. That’s significant. While other research has shown an effect of canvassing on voter turnout, this is the first study to show that it can influence candidate preference. “For a... View Details
- 20 Nov 2012
- First Look
First Look: November 20
PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a... View Details
Keywords: Sean Silverthorne
- Web
Harvard Business School
Baker Library Special Collections Exhibits More Exhibits Explore the Exhibit Student Pioneers The Value of Business Education The Golden Age of Black Business AASU Early Years & Influence AASU Founders Core Demands & Proposals Early Years... View Details
- 01 Sep 2018
- News
The True Value of a Tweet
friends, and I end up buying the same music later on, is it because you influenced me, or is it because we are friends with similar preferences? Going back to what Leslie said, we end up counting things that are easy to count, then we... View Details
Keywords: Jen McFarland Flint
- 18 May 2015
- News
The First Five Years: Anjali Vaidya (MBA 2010)
Where did you go after you graduated from HBS? “I spent three and a half years working at Google on mobile advertising and have been at Yahoo, also working on mobile monetization, since October 2013.” What are the most important things... 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
- 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
- 04 Jun 2014
- What Do You Think?
Does Internet Technology Threaten Brand Loyalty?
upper hand in the battle for access to information and the ability to organize it, value it (based on feedback from users), and use it for decision-making. The authors of a recent book, Absolute Value: What Really Influences Customers in... View Details
- 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