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- All HBS Web (582)
- Faculty Publications (80)
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- 06 Mar 2006
- Research & Ideas
Winners and Losers at the Olympics
There's much more at stake in the Olympics than medals. Giant corporations are eager to tie huge marketing and advertising campaigns to the Olympic rings and ideals. NBC spent more than $600 million to win the broadcast rights for the... View Details
- 10 Jun 2008
- First Look
First Look: June 10, 2008
Working PapersAccounting Information as Political Currency Authors:Karthik Ramanna and Sugata Roychowdhury Abstract We test whether accounting can be used as political currency. Our setting is the US congressional election of 2004,... View Details
Keywords: Martha Lagace
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Consumer Products Industry
Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
- 02 Oct 2018
- First Look
New Research and Ideas, October 2, 2018
forthcoming Annual Review of Economics History, Micro Data and Endogenous Growth By: Akcigit, Ufuk, and Tom Nicholas Abstract—Economic growth is concerned with long-run changes, and as a result historical data should be especially influential in View Details
Keywords: Dina Gerdeman
- 22 Mar 2016
- First Look
March 22, 2016
Information Systems Research Open Content, Linus' Law, and Neutral Point of View By: Greenstein, Shane, and Feng Zhu Abstract—The diffusion of the Internet and digital technologies has enabled many organizations to use the open-content... View Details
Keywords: Sean Silverthorne
- 17 Nov 2015
- Lessons from the Classroom
How Activist Investors Became Respectable
no company is off limits. Activists have recently pressed for action at Apple, GE, and DuPont. Campaigns against companies with market capitalizations of more than $25 billion nearly tripled last year. The activist’s transformation to... View Details
- 10 Jan 2012
- First Look
First Look: January 10
large information technology firm. We find significant interaction effects between being of the same sex and being in the same business unit or same office on dyadic communication rates, though not with same job function. In an extension,... View Details
Keywords: Sean Silverthorne
- 07 Nov 2017
- First Look
New Research and Ideas: November 7, 2017
more than managerial hierarchies, immigrants and diaspora were critical sources of entrepreneurship, illegal and informal forms of business were commonplace, diversified business groups rather than the M-form became the major form of... View Details
Keywords: Carmen Nobel
- 01 Oct 2024
- Research & Ideas
How Politics Drives Business Decisions in a Polarized Nation
How politics cuts across business Written with Margarita Tsoutsoura, an associate professor of finance at Washington University in St. Louis, the analysis draws from data such as executive surveys, voter registration lists, campaign... View Details
Keywords: by Jay Fitzgerald
- 16 Aug 2024
- In Practice
Election 2024: What's at Stake for Business and the Workplace?
volunteer as poll workers. Facilitate political engagement. Look to online platforms that have simplified small contributions to political campaigns and increased the diversity of donors, as well as efforts to encourage employees and... View Details
Keywords: by Rachel Layne
- 17 Jun 2013
- Research & Ideas
Advertising Symbiosis: The Key to Viral Videos
personality.” So how do firms increase the likelihood that their ads will go viral? For starters, they need to prioritize entertainment over facts and figures. To paraphrase an old campaign, these are not your father's Oldsmobile ads. "People no longer want a lot of... View Details
- 02 Mar 2020
- What Do You Think?
Are Candor, Humility, and Trust Making a Comeback?
authors caution that results would undoubtedly differ from one group of customers and one product or service to another.] It brings to mind marketing campaigns in the United States for Progressive’s insurance products, in which the... View Details
Keywords: by James Heskett
- 05 Feb 2019
- First Look
New Research and Ideas, February 5, 2019
far from being mainstream and a long way from full adoption. One company—Connections Education—is at the forefront of the movement. The case provides information on the company and the industry (historical and current as of 2017) and... View Details
Keywords: Dina Gerdeman
- 08 Mar 2016
- First Look
March 8, 2016
global information and communication technology company. The case ends with the location decision between Tokyo, Japan, downtown San Francisco or Sunnyvale, California, regarding establishing a small unit for the purpose of... View Details
Keywords: Sean Silverthorne
- 19 Apr 2016
- First Look
April 19, 2016
2013 elections in Kenya, the Electoral Commission sent 11 million nonpartisan text messages to registered voters in an effort to boost electoral participation. The messages had a positive effect on turnout but also decreased trust in Kenyan electoral institutions. We... View Details
Keywords: Sean Silverthorne
- 10 Nov 2011
- HBS Case
HBS Cases: Making Lincoln Center Cool Again
buildings and infrastructure. The concert halls required modernization. And the public spaces needed to become more "patron friendly," Grossman says. A $1.2 billion campus redevelopment campaign began, including plans for a new... View Details
- 14 Oct 2008
- Research & Ideas
Should You Bring Advertising Expertise In-House?
campaign compare when the tasks are performed internally rather than by an independent outside agency? Ownership of an in-house agency rests with the advertiser and allows the advertiser greater control over matters such as the assignment... View Details
- May 2019
- Teaching Note
JUUL and the Vaping Revolution
By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta
Teaching Note for HBS No. 619-006. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco
- 06 Sep 2016
- First Look
September 6, 2016
information aggregation treatments do not affect total equity investment when we make the investment environment more realistic than in prior experiments. Previously documented aggregation effects are not robust to changes in the risky... View Details
Keywords: Carmen Nobel
- 05 Sep 2007
- First Look
First Look: September 5, 2007
firm. In 1994, a crisis in its mutual fund unit nearly destroyed the firm. Provides information about the protagonist's youth, career, family life, aspirations, and motivations. Raises questions about leadership in times of crisis,... View Details
Keywords: Martha Lagace