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Show Results For
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All HBS Web
(514)
- News (75)
- Research (378)
- Events (3)
- Multimedia (1)
- Faculty Publications (209)
- 28 Oct 2015
- Research & Ideas
A Dedication to Creation: India's Ad Man Ranjan Kapur
One day in 1966 while Ranjan Kapur was walking in midtown Manhattan, a black limo pulled up alongside. A man he instantly recognized as advertising icon David Ogilvy, founder of the agency where Kapur had recently been hired, stepped out...
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- 22 May 2024
- HBS Case
Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore
brands after learning about them from TikTok creators versus advertising from companies. But even ads created specifically for TikTok had a 27 percent higher “completion rate”—when viewers watch the whole ad— than ads that were repurposed...
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- October 2019 (Revised January 2020)
- Case
Fixing Facebook: Fake News, Privacy, and Platform Governance
By: David Yoffie and Daniel Fisher
Mark Zuckerberg founded Facebook based on the idea that connecting people was a fundamentally good thing—and a way to turn a handsome profit. But from the beginning, Facebook received criticism both for how it handled user privacy and how it curated user-generated...
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Keywords:
Platform;
Governance;
Privacy;
Internet and the Web;
Corporate Governance;
Ethics;
Business and Government Relations;
Strategy;
Digital Platforms;
Web Services Industry
Yoffie, David, and Daniel Fisher. "Fixing Facebook: Fake News, Privacy, and Platform Governance." Harvard Business School Case 720-400, October 2019. (Revised January 2020.)
- 13 Dec 2016
- News
Eye Appeal Is Buy Appeal: Business Creates the Color of Foods
- March 2020
- Technical Note
Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for...
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Keywords:
Influencers;
Marketing;
Marketing Communications;
Brands and Branding;
Marketing Strategy;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry
Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
- February 2012 (Revised January 2013)
- Case
The New York Times Paywall
On March 28, 2011, The New York Times website became a restricted site where most of the content was protected behind a "paywall." Users who exceeded the limit of 20 free articles per month were required to pay for either a digital or print subscription. The newspaper...
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Kumar, Vineet, Bharat Anand, Sunil Gupta, and Felix Oberholzer-Gee. "The New York Times Paywall." Harvard Business School Case 512-077, February 2012. (Revised January 2013.)
- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...
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Keywords:
Offline Sales;
Marketing Strategy;
Digital Marketing;
Growth and Development Strategy;
Consumer Products Industry;
Retail Industry
Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
- November 2021
- Article
Ratings, Reviews, and the Marketing of New Products
By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new...
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Keywords:
Online Reviews;
Product Ratings;
Social Networks;
Word Of Mouth;
Pricing;
User-generated Content;
Advertising;
Product Marketing;
Price;
Consumer Behavior;
Product Positioning;
Social Media
Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
- May 2013
- Supplement
Studio Moderna—A Venture in Eastern Europe
By: Jim Sharpe
This is the Spreadsheet Supplement for Studio Moderna—A Venture in Eastern Europe (HBS Case #808110). Includes Exhibit 3a, Exhibit 3b, Exhibit 5, and Exhibit 6.
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Keywords:
Entrepreneurial Management;
Entrepreneurial Marketing;
Entrepreneurial Organizations;
International Entrepreneurship;
International Expansion;
Consumer Marketing;
Consumer Goods;
Innovation;
Leadership;
Organizational Structure;
Advertising;
Internet;
Marketing;
General Management;
Growth;
Organizational Development;
Television;
Entrepreneurship;
Geographic Location;
Globalization;
Cross-Cultural and Cross-Border Issues;
Digital Marketing;
Business Strategy;
Marketing Channels;
Media;
Consumer Products Industry;
Distribution Industry;
Retail Industry;
Slovenia;
Slovakia;
Croatia;
Macedonia;
Bulgaria;
Serbia and Montenegro;
Poland;
Hungary;
Bosnia and Hercegovina;
Czech Republic;
Lithuania;
Albania;
Romania;
Central Asia
- June 2013
- Supplement
Studio Moderna - Sandi Cesko, CEO, Video Supplement
By: Jim Sharpe
This is the Video Supplement for Studio Moderna - A Venture in Eastern Europe (HBS Case #808110).
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Keywords:
Entrepreneurial Management;
Entrepreneurial Marketing;
Entrepreneurial Organizations;
International Entrepreneurship;
International Expansion;
Consumer Marketing;
Consumer Goods;
Innovation;
Leadership;
Organizational Structure;
Advertising;
Internet;
Marketing;
General Management;
Growth;
Organizational Development;
Television;
Entrepreneurship;
Geographic Location;
Globalization;
Cross-Cultural and Cross-Border Issues;
Digital Marketing;
Business Startups;
Marketing Channels;
Media;
Consumer Products Industry;
Distribution Industry;
Retail Industry;
Slovenia;
Slovakia;
Croatia;
Macedonia;
Bulgaria;
Serbia and Montenegro;
Poland;
Hungary;
Bosnia and Hercegovina;
Czech Republic;
Lithuania;
Estonia;
Albania;
Romania;
Central Asia
Sharpe, Jim. "Studio Moderna - Sandi Cesko, CEO, Video Supplement ." Harvard Business School Video Supplement 813-716, June 2013.
- 16 May 2013
- HBS Seminar
Robert Gierkink, Chairman, Datalogix
- September 2011 (Revised December 2012)
- Case
Pepsi-Lipton Brisk
By: Thales S. Teixeira and Alison Caverly
This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads...
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Keywords:
Marketing Channels;
Marketing Communications;
Advertising Campaigns;
Decision Making;
Media;
Product Launch;
Resource Allocation;
Performance Effectiveness;
Budgets and Budgeting;
Food and Beverage Industry
Teixeira, Thales S., and Alison Caverly. "Pepsi-Lipton Brisk." Harvard Business School Case 512-011, September 2011. (Revised December 2012.)
- 23 Aug 2011
- First Look
First Look: August 23
http://www.amacad.org/publications/Challenges.aspx Advertising, the Matchmaker Authors:Bharat N. Anand and Ron Shachar Publication:RAND Journal of Economics 42, no. 2 (summer 2011) Abstract We empirically study the informational role of View Details
Keywords:
Sean Silverthorne
- September 2004 (Revised February 2010)
- Case
The Passion of the Christ (A)
By: John A. Quelch, Anita Elberse and Anna Harrington
Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and...
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Keywords:
Advertising Campaigns;
Film Entertainment;
Marketing Strategy;
Product Launch;
Product Positioning;
Distribution Channels;
Religion;
Motion Pictures and Video Industry
Quelch, John A., Anita Elberse, and Anna Harrington. "The Passion of the Christ (A)." Harvard Business School Case 505-025, September 2004. (Revised February 2010.)
- 31 Mar 2014
- Research & Ideas
Encouraging Niche Content in an Ad-Driven World
suggests that at least some online content creators, namely bloggers, respond to the arrival of advertising revenue by changing what they cover, drifting toward subjects of broad interest—money, sex, and celebrities—to the detriment of...
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- December 2018 (Revised September 2019)
- Case
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice...
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Keywords:
Digital Marketing;
Entertainment;
Politics;
Activism;
Brand Equity;
Marketing;
Marketing Strategy;
Brands and Branding;
Marketing Communications;
Sports;
Advertising;
Social Media;
Apparel and Accessories Industry;
Sports Industry;
Consumer Products Industry;
United States;
North America
Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
- December 1978 (Revised March 1992)
- Case
Archdiocese of New York
By: Stephen A. Greyser and John A. Quelch
A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data.
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Keywords:
Advertising Campaigns;
Measurement and Metrics;
Media;
Public Opinion;
Valuation;
Media and Broadcasting Industry;
New York (state, US)
Greyser, Stephen A., and John A. Quelch. "Archdiocese of New York." Harvard Business School Case 579-123, December 1978. (Revised March 1992.)
- May 30, 2019
- Article
Twitter Is Showing More Ads Instead of Better Ideas
A social media company that doesn’t know much about its users needs to work harder on its business model.
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Kominers, Scott Duke. "Twitter Is Showing More Ads Instead of Better Ideas." Bloomberg Opinion (May 30, 2019).
- November 2000 (Revised October 2005)
- Case
TiVo
TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product...
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- 02 Jun 2014
- Research & Ideas
Excerpt: ‘A Social Strategy’
book excerpt What My Research Revealed, In Broad Strokes From A Social Strategy: How We Profit From Social Media By Mikolaj Jan Piskorski As I began my research, it quickly became clear that there are two major ways in which companies...
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