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- All HBS Web (39)
- Faculty Publications (6)
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- March 2022
- Case
BTS & ARMY
By: Doug J. Chung and Kay R. Koo
The South Korean K-pop band, BTS, is shattering linguistic boundaries and reshaping the global music industry. BTS became the first band in Billboard history to simultaneously top the Billboard Artist 100, Billboard Hot 100, and Billboard 200; and the sixth act to have... View Details
Keywords: Entertainment; Music Entertainment; Marketing; Brands and Branding; Social and Collaborative Networks; Social Enterprise; Consumer Behavior; Music Industry; Entertainment and Recreation Industry
Chung, Doug J., and Kay R. Koo. "BTS & ARMY." Harvard Business School Case 522-077, March 2022.
- February 2017
- Supplement
JCDecaux, 2016: Global Leader ... Again
By: John R. Wells and Gabriel Ellsworth
In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated by Clear Channel from the number-one spot that it had held for decades, and it was fighting for second place... View Details
Keywords: JCDecaux; Clear Channel Outdoor; OUTFRONT Media; Lamar Advertising Company; Jean-François Decaux; Jean-Charles Decaux; Outdoor Advertising; Street Furniture; Airports; Billboards; Bicycles; Digital Devices; Digital Marketing; Bidding; Advertising; Advertising Campaigns; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Model; Business Organization; Family Business; For-Profit Firms; Joint Ventures; Design; Price; Profit; Revenue; Geographic Location; Geographic Scope; Global Range; Globalization; Global Strategy; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Government Legislation; Business History; Human Resources; Laws and Statutes; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Demand and Consumers; Supply and Industry; Operations; Distribution; Infrastructure; Logistics; Product; Product Design; Production; Organizational Structure; Property; Public Ownership; Renting or Rental; Problems and Challenges; Business and Community Relations; Business and Government Relations; Family and Family Relationships; Sales; Situation or Environment; Luxury; Strategy; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Consolidation; Corporate Strategy; Customization and Personalization; Expansion; Segmentation; Mobile Technology; Wireless Technology; Air Transportation; Bicycle Transportation; Rail Transportation; Transportation Networks; Advertising Industry; France; Paris
Wells, John R., and Gabriel Ellsworth. "JCDecaux, 2016: Global Leader ... Again." Harvard Business School Supplement 717-441, February 2017.
- February 2005 (Revised June 2006)
- Case
JCDecaux
By: John R. Wells and Vincent Dessain
Describes how JCDecaux, the second largest global outdoor advertising company, became the world leader in street furniture advertising in a fast consolidating business environment. Also explains why, in the late 1990s, JCDecaux diversified its activities into... View Details
Keywords: Advertising; Global Strategy; Leadership Style; Family Ownership; Strategic Planning; Competitive Strategy; Diversification; Advertising Industry
Wells, John R., and Vincent Dessain. "JCDecaux." Harvard Business School Case 705-458, February 2005. (Revised June 2006.)
- November 2013
- Article
Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping
By: Jill Avery, Thomas Steenburgh, John A. Deighton and Mary Caravella
Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a "real" store. Often, one and the same retailer offers several of these... View Details
Keywords: Channel Management; Retailing; Marketing; Marketing Channels; Marketing Strategy; E-commerce; Retail Industry; United States
Avery, Jill, Thomas Steenburgh, John A. Deighton, and Mary Caravella. "Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping." GfK Marketing Intelligence Review 5, no. 2 (November 2013).
- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
itself improbably shattering records held by Justin Bieber and The Jackson 5, and amassing 100 million fans. In 2019, BTS joined The Beatles and The Monkees as the third band in 50 years with three albums at the top of the Billboard 200... View Details
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
overcome decades of TV footage of soldiers and tanks that linger in the mind. To Harvard Business School marketing professor Elie Ofek, it’s more proof that influencing long-held perceptions about a region requires more strategic thinking. After all, it took more than... View Details
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
Jax song was charting on Billboard and the CEO of Victoria’s Secret had been drawn into the discussion. “What struck us right away was how fast 'Victoria’s Secret' had spread, at least five times faster than the United Breaks Guitars... View Details
Keywords: by John Deighton and Leora Kornfeld
- 16 May 2000
- Research & Ideas
Getting the Message: How the Internet is Changing Advertising
outfit walked across the screen carrying a sign that pitched a product. These almost literal translations of billboard and magazine ads did little more than set the previous forms in motion. Silk: Issues of privacy will come under... View Details
Keywords: by Susan Young
- 11 Jun 2018
- Research & Ideas
Why South Korea's Samsung Built the Only Outdoor Skating Rink in Texas
advertisers. They were especially likely to spend in areas where trials are decided by juries, rather than bench trials (i.e., decided by judges), where advertising increases were statistically zero. “You are not buying billboards to... View Details
- Research Summary
Overview
The overarching goal of my research is to produce works that are influential and informative to both academics and practitioners in the field of operations management. To accomplish this, I collaborate with industry partners who provide knowledge about their field,... View Details
- 01 Dec 2015
- Research & Ideas
What to Do When Your Organization Has Dueling Missions
A couple of years ago, hip-hop artist Macklemore topped the Billboard 100 chart with Thrift Shop, a paean to buying inexpensive used clothing from Goodwill Industries. Indeed, like the rapper, millions of people know Goodwill primarily as... View Details
Keywords: by Carmen Nobel
- 30 Apr 2008
- Sharpening Your Skills
Sharpening Your Skills: Brand Management
own money in outlets such as television commercials and billboards that are more frequently used for fast food than books. Patterson represents a supplier who builds a persistent demand and designs production to perpetuate that brand's... View Details
- 30 Jan 2006
- HBS Case
The Case of the Mystery Writer’s Brand
marketing his work, sometimes investing his own money in outlets such as television commercials and billboards that are more frequently used for fast food than books. Whatever the genre (he has also published romance novels, science... 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 billboards and newspapers; now,... View Details
- 31 Jan 2017
- Research & Ideas
Why These Business School Professors Oppose Trump's Executive Order on Immigration
obtain permanent entry for their work. Countries such as Canada and Chile actively courted those with U.S. visa troubles, including taking out billboard advertisements along highways in the Bay Area. But the troubles with the US... View Details
Keywords: by Staff
- 12 Oct 1999
- Research & Ideas
Media Metamorphosis: Advertising in the Technology Age
rivals — including radio and television stations, magazine and newspaper publishers, billboard and direct marketing firms — that compete for bigger pieces of the advertising pie. That pie, however, which represents national advertisers'... View Details
- 04 May 2009
- Research & Ideas
What’s Next for the Big Financial Brands
with their predicament. They consult their friends and neighbors more than ever. Advertising that captures these mood shifts is more effective. Thus, in Kansas, billboards use the first person to proclaim "I trust Intrust."... View Details