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- Faculty Publications (8)
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- All HBS Web (29)
- Faculty Publications (8)
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- 2012
- Article
The Internalization of Advertising Services: An Inter-Industry Analysis
By: Sharon Horsky, Steven C. Michael and Alvin J. Silk
This study investigates the extent to which U.S. advertisers use in-house rather than independent advertising agencies and examines inter-industry variation in such internalization. Contrary to the widely held impression that use of an in-house advertising agency is... View Details
Keywords: Advertisers; In-house Advertising; Inter-industry Variation; Internalization; Scale Economies; Transaction Costs; Vertical Integration; Advertising Costs; Creative Industries; Marketing Strategy; Advertising Industry; Europe; North and Central America
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Review of Marketing Science 10, no. 1 (2012).
- June 2020
- Case
In-housing Digital Marketing at Sprint Corp.
By: David E. Bell, Rajiv Lal and Olivia Hull
In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details
Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
Bell, David E., Rajiv Lal, and Olivia Hull. "In-housing Digital Marketing at Sprint Corp." Harvard Business School Case 520-026, June 2020.
- 14 Oct 2008
- Research & Ideas
Should You Bring Advertising Expertise In-House?
developing in-house advertising capabilities, especially in technology-oriented and creative industries. Working with Silk on the study were Sharon Horsky of Bar-Ilan University and Steven C. Michael (HBS... View Details
- September–October 2021
- Article
Internalization of Advertising Services: Testing a Theory of the Firm
By: Alvin J. Silk, Birger Wernerfelt and Shuyi Yu
In 1956, a group of trade associations representing publishers and independent advertising agencies signed a consent decree aimed at ending a set of trade practices that for half a century effectively precluded advertisers from owning and operating in-house agencies.... View Details
Keywords: Internationalization; Specialization; Theory Of The Firm; Advertising Agencies; Advertising; Organizational Structure; Theory
Silk, Alvin J., Birger Wernerfelt, and Shuyi Yu. "Internalization of Advertising Services: Testing a Theory of the Firm." Marketing Science 40, no. 5 (September–October 2021): 946–963.
- 18 Sep 2008
- Working Paper Summaries
The Internalization of Advertising Services: An Inter-Industry Analysis
- 2008
- Working Paper
The Internalization of Advertising Services: An Inter-Industry Analysis
By: Sharon Horsky, Steven C. Michael and Alvin J. Silk
The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such outsourcing and examines inter-industry variation in the use of... View Details
Keywords: Advertising; Cost; Analytics and Data Science; Management Analysis, Tools, and Techniques; Service Operations; Creativity; Perception; Vertical Integration; Information Technology; Advertising Industry; United States
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Harvard Business School Working Paper, No. 09-007, July 2008.
- Article
Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services." International Journal of Marketing Studies 8, no. 1 (February 2016).
- 2015
- Working Paper
Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services." Harvard Business School Working Paper, No. 15-093, June 2015.
- 03 Feb 2014
- Research & Ideas
The Tricky Business of Managing Web Advertising Affiliates
better to manage these programs in-house or to use outside experts. . Power Of The Network Affiliate networks slash the cost of buying ads for sellers through the use of advertising marketplaces. In essence,... View Details
- 25 Jun 2015
- Working Paper Summaries
Build It, Buy It Or Both? Rethinking the Sourcing of Advertising Services
- February 2015
- Article
Risk, Information, and Incentives in Online Affiliate Marketing
By: Benjamin Edelman and Wesley Brandi
We examine online affiliate marketing programs in which merchants oversee thousands of affiliates they have never met. Some merchants hire outside specialists to set and enforce policies for affiliates, while other merchants ask their ordinary marketing staff to... View Details
Keywords: Affiliate Marketing; Incentives; Fraud; Advertising; Internet and the Web; Marketing Communications; Ethics; Digital Marketing
Edelman, Benjamin, and Wesley Brandi. "Risk, Information, and Incentives in Online Affiliate Marketing." Journal of Marketing Research (JMR) 52, no. 1 (February 2015): 1–12. (Lead Article.)
- 10 Dec 2013
- Working Paper Summaries
Information and Incentives in Online Affiliate Marketing
- 23 Jun 2015
- First Look
First Look: June 23, 2015
paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's View Details
Keywords: Sean Silverthorne
- 16 Feb 2016
- First Look
February 16, 2016
Marketing Studies Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services By: Silk, Alvin J., and Marta M. Stiglin Abstract—This paper provides an update on the current state of in-house... View Details
Keywords: Sean Silverthorne
Das Narayandas
Das Narayandas is the Edsel Bryant Ford Professor of Business Administration at the Harvard Business School. His academic credentials include a Bachelor of Technology degree in Engineering from the Indian Institute of Technology, Bombay (IITB), a Post-Graduate... View Details
- 05 Aug 2008
- First Look
First Look: August 5, 2008
variation in the use of in-house rather than independent advertising agencies by U.S. advertisers. While the vast majority of large advertisers employ outside agencies, it... View Details
Keywords: Martha Lagace
- 12 Dec 2005
- Research & Ideas
Using the Law to Strategic Advantage
substantially when the managers and lawyers work as partners both to craft the objectives and to devise the means of accomplishing them. Fifth, every firm should have a general counsel or chief legal officer—one person either in-house or... View Details
- Web
The Intersection of Public Relations and Photography | Baker Library | Bloomberg Center | Harvard Business School
co-founder of the ad agency Batten, Barton, Durstine & Osborn, secured the U.S. Steel advertising account in 1935. Barton recognized that executives of U.S. Steel subsidiaries, sometimes skeptical of public relations and its drain on... View Details
- 13 Nov 2012
- First Look
First Look: November 13
advertisers use in-house rather than independent advertising agencies and examines inter-industry variation in such internalization. Contrary to the widely held impression that... View Details
Keywords: Sean Silverthorne
- 25 Apr 2005
- Research & Ideas
New Learning at American Home Products
drug business. They relied, however, on licensing rather than building their own in-house capabilities for drug discovery and commercialization. In the low-tech OTC [over-the-counter] sector, they consistently maintained a strong profit... View Details