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- All HBS Web (321)
- Faculty Publications (61)
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- 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
- 30 Dec 2013
- Research & Ideas
Most Popular Articles of 2013
job performance, failing to consider the job's difficulty? Why do university admissions officers focus on high GPAs, discounting influence of easy grading standards? Francesca Gino and colleagues investigate the phenomenon of the... View Details
Keywords: by Staff
- 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
- 06 Apr 2009
- Research & Ideas
Cheers to the American Consumer
concerned or burdened by history. Many live for today or for the next new thing. Early adopters and lead users of new products are listened to and applauded. Their opinions are sought on the Internet. They can accelerate adoption of a new product or kill it. The... View Details
Keywords: by John Quelch
- 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
- 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
- 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
- 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
- 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
- 04 Jun 2001
- Research & Ideas
RealNetworks, CNET, and Judo Strategy
short time ago is that there is now no room for error. You need real businesses, real revenue, real profits, and real cash flows." Yoffie asked the panelists to consider three questions: Since click-through rates on Internet ads have been almost non-existent, is... View Details
Keywords: by Jim Aisner
- 04 Jan 2010
- Research & Ideas
Best of HBS Working Knowledge 2009
as Facebook and MySpace (and in South Korea, Cyworld), the business viability of these sites remains in question. While many sites are attempting to follow Google and generate revenues from advertising, will advertising be effective? If... View Details
Keywords: by Staff
- 02 May 2005
- What Do You Think?
Where is Consumer Generated Marketing Taking Us?
blogs a more representative discussion vehicle... The same will likely happen in the consumer generated marketing realm when slightly later-to-adopt consumers realize how much they can influence manufacturers...." The proper role of... View Details
Keywords: by James Heskett
- 13 Jan 2015
- First Look
First Look: January 13
brands. He describes four different ad types and explains how each can influence multitasking consumers. To create an effective media mix, he recommends that companies take advantage of lean advertising... View Details
Keywords: Sean Silverthorne
- 23 Jul 2001
- Research & Ideas
How the Giants of Enterprise Seized the Future
"quarter") exercised no influence on his investment strategy. He believed that conservative funding was called for in an industry in the midst of technological transformation. Therefore, he always had cash in a depression. He... View Details
Keywords: by Richard S. Tedlow
- 29 Jan 2007
- Research & Ideas
The Business Press Is a Watchdog that Bites
advance, and they even create the original information in a large percentage of the situations. Often, the press is way out there before the SEC," explains Miller. His wide-ranging survey of press outlets found no evidence to support the common criticism that... View Details
- 22 Feb 2011
- Research & Ideas
Most Popular Articles, Papers of the Decade
advertising be effective? If friends influence the purchases of a user in a social network, it could potentially be a significant source of revenue for the sites and their corporate sponsors. Using a unique... View Details
Keywords: by Sean Silverthorne
- 01 Sep 2015
- First Look
First Look -- September 1, 2015
funding, lobbying, committee participation, and other instruments to influence local, national, and international political environments. Also firms that are heavily influenced by politics are more likely to... View Details
Keywords: Sean Silverthorne
- 24 Apr 2012
- First Look
First Look: April 24
http://www.hbs.edu/research/pdf/11-021.pdf How Do Risk Managers Become Influential? A Field Study of Toolmaking and Expertise in Two Financial Institutions Authors:Matthew Hall, Anette Mikes, and Yuval Millo Abstract In this study, we examine transformations in the... View Details
Keywords: Carmen Nobel
- 05 Jun 2000
- What Do You Think?
What’s Happening to Our Patience?
other words, according to our readers, our level of patience depends—on the nature of the task; on whether we are focused completely on just one task; on personal circumstances such as anxiety, fatigue, or available time; and on our knowledge of what is possible and... View Details
Keywords: by James Heskett