Advertising - Publications - Faculty & Research

19 Dec 2006
First Look

First Look: December 19, 2006

advertising subject to constraints on customer growth. By relaxing constraints on growth by one customer, we can then impute their lifetime value to the firm. We apply our model to data from an auction house. Our results show that there... View Details

Keywords: Sean Silverthorne

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

23 Feb 2010
First Look

First Look: Feb. 23

significantly. Both numerical simulations and a controlled experiment using regular and edited commercials provide evidence of the benefits of brand pulsing to ward off commercial avoidance. Implications for advertising management and... View Details

Keywords: Martha Lagace

29 Jun 2007
First Look

First Look: June 29, 2007

will be correlated with their types to achieve separation. The model's results have implications for various marketing communication tools such as advertising and sales forces. Motivating Supply Chain Behavior: The Right Incentives Can... View Details

Keywords: Martha Lagace

September 2024
Supplement

National Public Broadcasting (B)

By: Richard S. Ruback and Royce Yudkoff

Pre-abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: This (B) case supplement is designed for use by faculty only to support classroom instruction in conjunction with... View Details

Keywords: Financial Strategy; Financial Management; Media; Ownership; Strategy; Advertising; Decision Choices and Conditions; Entrepreneurship; Financing and Loans; Mergers and Acquisitions; Private Equity; Journalism and News Industry; Media and Broadcasting Industry; United States

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Career Coach

Lauren Murphy

Lauren is the Founder and Principal Coach of Pivotal Executive Coaching, partnering with senior business leaders to accomplish their professional and organization goals. She works with executives in technology, healthcare, real estate, consumer products, and financial... View Details

02 Nov 2020
What Do You Think?

Is Antitrust Just a Quaint Notion in the Digital Age?

convenience. It’s the advertisers who pay the freight for Google’s search services. Defining markets, identifying consumers, and tracing the impact of high tech intercompany “deals” on competition and resulting costs for consumers may be... View Details

Keywords: by James Heskett; Retail; Technology; Telecommunications; Communications; Consumer Products; Service

24 May 2004
Research & Ideas

The Watsons: IBM’s Troubled Legacy

the fair, with its theme of "Building the World of Tomorrow," as an ideal venue for institutional advertising and image making. This fair was to be more than merely a "showroom for the display of goods"; it was to be,... View Details

Keywords: by Richard S. Tedlow

31 Mar 2023
Blog Post

How to Come Out at Work

felt the most affirmed and championed when my team has seen my distinct lived experience as an asset, not just an advertisement opportunity. Social Finance did just that and allowed me to leverage my queer identity and global health... View Details

28 Jun 2021
Blog Post

Launching a Career in the COVID Economy? Here Are 5 Tips.

for a company that's hiring like crazy More than a year into the pandemic, as the economy improves and recruiters begin to ramp up hiring again, Ng advises job seekers to zero in on companies that are advertising multiple openings.... View Details

Web

Supplemental Financial Information | Annual Report 2024

million, or 2 percent, to $304 million, finishing fiscal 2024 slightly below plan. The decrease primarily reflected lower revenue from advertising and from HBP’s Corporate Learning and Harvard Business Press groups, which was partially... View Details

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

06 Dec 2021
News

New Wave

Intergovernmental Oceanographic Commission and the UN Global Compact. None of this is news to Smith. A former US Navy aviator who worked at Bendix Aerospace and Booz Allen Hamilton before running (and eventually selling) an advertising... View Details

Keywords: Alexander Gelfand; photographed by Chris Sorensen

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

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Past Issues - Alumni

dizzying possibilities Long-Term Investor: Dick Jenrette Q & A: Gustavo Herrero Executive Director, HBS Latin American Research Center Complete Table of Contents April 2000 Getting the Message How the Internet is Changing Advertising A... View Details

25 Aug 2017
Op-Ed

Op-Ed: After Charlottesville, Where Does a CEO's Responsibility Lie?

Trump, the demographics of opposition to the president put unique pressure on business leaders. He is astoundingly unpopular with the young. In August, among adults under 35, Trump had a disapproval rating of 62 percent with only 22 percent approval. View Details

Keywords: by Gautam Mukunda

26 Jun 2000
Research & Ideas

What’s an Internet Business Model? Ask a Health Care Professional

situation to the traditional separation of church and state in newspapers. In the best newspapers, he said, there is a virtual "wall" between the editorial and advertising staff. The same rules apply to Internet health care. "If we don't... View Details

Keywords: by Martha Lagace; Health

17 Oct 2024
Research & Ideas

The Reputation Risks of Sharing Fake News

not just to share anything that would benefit your political party if it were true.” The findings provide a key lesson for companies that advertise and share content on social media to gain a following: Sharing high-quality, accurate... View Details

Keywords: by Avery Forman

18 Dec 2019
News

Thinking Smart About Numbers

of Management at Northwestern University, hosts his annual review of some of the most expensive TV advertising spots in history: Super Bowl commercials. 2020 Nonprofit Board Summit, March 9 The 2020 Nonprofit Board Summit, a half-day... View Details

Keywords: Margie Kelley

28 Jan 2014
First Look

First Look: January 28

propose the Attention-contingent Advertising Strategy, a framework to match the most effective approach to the quality of attention contingently available. As the value of attention rises, marketers need to become better managers of... View Details

Keywords: Sean Silverthorne

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Publications

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First Look: December 19, 2006

First Look: February 26, 2008

First Look: Feb. 23

First Look: June 29, 2007

National Public Broadcasting (B)

Lauren Murphy

Is Antitrust Just a Quaint Notion in the Digital Age?

The Watsons: IBM’s Troubled Legacy

How to Come Out at Work

Launching a Career in the COVID Economy? Here Are 5 Tips.

Supplemental Financial Information | Annual Report 2024

Doug Lester

New Wave

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

Past Issues - Alumni

Op-Ed: After Charlottesville, Where Does a CEO's Responsibility Lie?

What’s an Internet Business Model? Ask a Health Care Professional

The Reputation Risks of Sharing Fake News

Thinking Smart About Numbers

First Look: January 28