Advertising - Publications - Faculty & Research

24 Mar 2015
First Look

First Look: March 24

Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search listings by about the same quantity. This effect appears to result... View Details

Keywords: Sean Silverthorne

16 Dec 2020
Blog Post

Faculty Books Published in 2020

Bazerman show that going by gut is no longer enough—successful leaders need frameworks for moving between data and decisions. Experiments can save companies money—eBay, for example, discovered how to cut $50 million from its yearly View Details

Keywords: All Industries

29 Mar 2010
Research & Ideas

Ruthlessly Realistic: How CEOs Must Overcome Denial

was operating, with no bagger to help shorten the checkout wait. Advertised sales features were often missing from the shelves, dairy, produce, and meat cases. Most times, and particularly at night, no employees were available to assist... View Details

Keywords: by Martha Lagace; Auto; Retail; Technology

Web

Ansel Adams and Polaroid R&D | Baker Library

a vast knowledge of advertising and sales, some of engineering, optics, physics, or chemistry, but none of aesthetics. Everything must relate to the marketplace . . . but Land believed that if the manufacturer includes objectives of... View Details

01 Dec 2017
News

Yoga Inc.

global brand advertising campaign called This Is Yoga. The spots include zero yoga as a physical practice. Olympic gold medalist volleyballer Kerri Walsh Jennings, Australian pop artist CJ Hendry, Beijing drummer Shi “Atom” Lu, London... View Details

Keywords: Deborah Halber

21 Apr 2009
First Look

First Look: April 21, 2009

businesses outperform both single-unit firms and multi-unit firms composed of unrelated businesses. Explanations for this relationship between focus and firm performance have largely centered on economies of scope achieved by sharing common resources, such as View Details

Keywords: Martha Lagace

10 Mar 2009
First Look

First Look: March 10, 2009

focus only on high-profile cases, and that capture theory applies more cleanly to policies that slip under the public's radar screen, we have never seen the economic theory of regulation advertised as "a theory of minor legislative... View Details

Keywords: Martha Lagace

24 Jul 2007
First Look

First Look: July 24, 2007

every evening at their scheduled times, and feared that if television audiences migrated to VOD, their revenues from selling advertising time would decrease. How could Burke and Roberts convince the networks to team up with Comcast and... View Details

Keywords: Martha Lagace

01 Dec 2008
News

A Force for Good

through the Boston medical community, but it set the stage for more major hospital mergers in subsequent years. McArthur served as the founding cochair of the merged entity, Partners HealthCare System, Inc., stepping down in 1996. Jack Connors — cofounder and chairman... View Details

Keywords: Jeffrey L. Cruikshank; Construction of Buildings; Construction; Monetary Authorities-Central Bank; Finance; Hospitals; Health, Social Assistance; Publishing Industries (except Internet); Information; Wood Product Manufacturing; Manufacturing; Rail Transportation; Transportation

Career Coach

Vincent Dessain

Vincent (HBS MBA’87) draws on more than 25 years of experience as a higher education senior executive at HBS and INSEAD and in the corporate world both in the US and in Europe to counsel students and alumni as they evaluate, prepare for and pursue their career options.... View Details

Web

Terms of Use | HBS Online

rights; Content that you do not have the right to disclose; Profane, pornographic, obscene, indecent or unlawful content; Advertising or any form of commercial solicitation; Content related to partisan political activities; and Content... View Details

26 Feb 2008
First Look

First Look: February 26, 2008

time. Optimal Deterrence When Judgment-Proof Agents Are Paid in Arrears—With an Application to Online Advertising Fraud Author:Benjamin G. Edelman Abstract I develop a screening model with delayed payments and probabilistic delayed... View Details

Keywords: Martha Lagace

19 Jun 2018
First Look

New Research and Ideas, June 19, 2018

Japan's Dream Machine: Recruit Holdings Co., Ltd. Recruit Holdings, an advertising media, staffing, and business support conglomerate was founded in 1960 by Hiromasa Ezoe. Recruit was built on the principle that the company should add... View Details

Keywords: Dina Gerdeman

01 Sep 2015
First Look

First Look -- September 1, 2015

lifecycles. Publisher's link: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2338575 June 22, 2015 Harvard Business Review Is Programmatic Advertising the Future of Marketing? By: Rayport, Jeffrey F. Abstract—No abstract available... View Details

Keywords: Sean Silverthorne

03 Mar 2015
First Look

First Look: March 3

advertising strategy, and leather sourcing issues. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/514078-PDF-ENG Harvard Business School Case 815-070 The Grommet The Grommet, an online product launch platform, was at the... View Details

Keywords: Sean Silverthorne

24 Apr 2012
First Look

First Look: April 24

review can help researchers identify high-quality teamwork surveys. Download the paper: http://www.hbs.edu/research/pdf/11-116.pdf The Flattened Firm—Not as Advertised Author:Wulf Abstract For decades, management consultants and the... View Details

Keywords: Carmen Nobel

01 Sep 2015
News

The Business of Love

swipes and the ability to “rewind” to a profile they mistakenly passed by for $10 to $20 a month, depending on age. The app also began experimenting with advertising in April. Jess, Meet Ken and Hinge have not announced plans to monetize... View Details

Keywords: April White

Career Coach

Doug Lester

Doug’s approach to career and executive coaching is informed by over ten years in marketing, digital, and general management roles at Johnson & Johnson and other Fortune 500 companies. He offers perspective as a former executive recruiter and often counsels alumni on... View Details

01 Oct 1996
News

Leading In a New Era

president of VF Corporation, the country's largest publicly held apparel manufacturer, supervising its Vanity Fair, Vassarette, Barbizon, Jantzen, and Healthtex divisions, among others. Charron's varied career has included stints in View Details

Keywords: Nancy O. Perry

September–October 2022
Article

Should Your Company Sell on Amazon?: Reach Comes at a Price

By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant

Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to... View Details

Citation

Find at Harvard

Register to Read

Publications

Publications

Show Results For

Show Results For

First Look: March 24

Faculty Books Published in 2020

Ruthlessly Realistic: How CEOs Must Overcome Denial

Ansel Adams and Polaroid R&D | Baker Library

Yoga Inc.

First Look: April 21, 2009

First Look: March 10, 2009

First Look: July 24, 2007

A Force for Good

Vincent Dessain

Terms of Use | HBS Online

First Look: February 26, 2008

New Research and Ideas, June 19, 2018

First Look -- September 1, 2015

First Look: March 3

First Look: April 24

The Business of Love

Doug Lester

Leading In a New Era

Should Your Company Sell on Amazon?: Reach Comes at a Price