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- News (319)
- Research (1,248)
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Show Results For
-
All HBS Web
(1,829)
- News (319)
- Research (1,248)
- Events (9)
- Multimedia (25)
- Faculty Publications (831)
- 17 Jun 2011
- News
Google Admeld Deal to Get Justice Review as FTC Builds Probe
- 28 May 2019
- News
Physician Burnout Costs the U.S. Billions of Dollars Each Year
- 24 Mar 2011
- News
Brands matter - but so do ads-Chrystia Freeland
- February 2000 (Revised August 2000)
- Case
Priceline.com: Name Your Own Price
By: Robert J. Dolan
Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline...
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Keywords:
Price;
Internet and the Web;
Marketing;
Emerging Markets;
Consumer Products Industry;
Travel Industry;
United States
Dolan, Robert J. "Priceline.com: Name Your Own Price." Harvard Business School Case 500-070, February 2000. (Revised August 2000.)
- September 1990 (Revised November 1994)
- Case
Kao Corp.
By: John A. Quelch
As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion...
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Keywords:
Competition;
Marketing Strategy;
Industry Growth;
Product Launch;
Brands and Branding;
Consumer Products Industry;
Japan
Quelch, John A. "Kao Corp." Harvard Business School Case 591-012, September 1990. (Revised November 1994.)
- 04 Feb 2020
- Video
Ranjan Kapur
Ranjan Kapur, the India country manager of the WPP advertising agency, describes his human resources philosophy: empowering employees (which he describes as "letting the tiger out of the cage"), using...
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- 28 Aug 2010
- News
Why we're all marketers now
- 06 Jan 2011
- News
Ego goes solo
- 29 Aug 2011
- News
Google gets a wake-up call on questionable ads
- March 2013
- Article
Advertising's New Medium: Human Experience
Standard ad messaging and conventional creative executions and placements are rapidly becoming outmoded. To win consumers' attention and trust, marketers must think less about what advertising says to its targets and more about what it does for them. Rather than...
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Rayport, Jeffrey F. "Advertising's New Medium: Human Experience." Harvard Business Review 91, no. 3 (March 2013): 76–84.
- October 1981 (Revised June 1985)
- Case
Vicks Health Care Division: Project Scorpio (B1)
To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well...
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Yip, George S., and Jeffrey R Williams. "Vicks Health Care Division: Project Scorpio (B1)." Harvard Business School Case 582-041, October 1981. (Revised June 1985.)
- August 1984 (Revised October 1994)
- Case
Suave
By: Mark S. Albion
Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is...
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- February 2009 (Revised September 2011)
- Case
Big Spaceship: Ready to Go Big?
By: Boris Groysberg and Michael Slind
Big Spaceship, a digital marketing agency, faced a rather big challenge: How to scale the distinctive culture that was essential to its competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer...
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Keywords:
Entrepreneurship;
Innovation and Management;
Human Capital;
Growth and Development Strategy;
Marketing;
Organizational Culture;
Organizational Design;
Groups and Teams;
Competitive Strategy;
Value Creation
Groysberg, Boris, and Michael Slind. "Big Spaceship: Ready to Go Big?" Harvard Business School Case 409-047, February 2009. (Revised September 2011.)
- 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
- June 2003 (Revised September 2004)
- Exercise
The Pacific Sentinel: Role for Chris Coleman
By: Kathleen L. McGinn and Dina R. Pradel
A new publishing company has just purchased the Pacific Sentinel, a fictional West Coast newspaper. The new publisher is willing to invest $1 million in the future success of the paper and has asked the executive editor and advertising manager to develop a joint plan...
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McGinn, Kathleen L., and Dina R. Pradel. "The Pacific Sentinel: Role for Chris Coleman." Harvard Business School Exercise 903-133, June 2003. (Revised September 2004.)
- Article
Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies
By: John A. Deighton
The article discusses the notion of advertising as a profession in relation to the impact of digital analytics and data-driven marketing. Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. and Google...
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Keywords:
Data Science;
Digital Marketing;
Marketing;
Internet and the Web;
Analytics and Data Science;
Disruption
Deighton, John A. "Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies." Journal of Advertising Research 57, no. 4 (December 2017): 357–361.