Filter Results:
(314)
Show Results For
- All HBS Web (314)
- Faculty Publications (60)
Show Results For
- All HBS Web (314)
- Faculty Publications (60)
- 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
- 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
- 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
- 02 Jun 2003
- Research & Ideas
Why Have Marketers Ignored America’s Man-of-Action Hero?
makes sense to many people because they are so influenced by the most spectacular fragments of men's consumption that appear on the popular culture radar: Harley rallies in Sturgis, the Million Man March, men howling in the woods à la... View Details
Keywords: by Manda Salls
- 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
- 20 Aug 2018
- Research & Ideas
Bargain Hunters Beware: A Store's 'Original Price' Might Not Be After All
results show that customers don’t see through the ruse. Even in outlet stores where they might expect some level of false discounting, they are still very influenced by these signals.” Homework needed Truly savvy customers may still be... View Details
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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