Filter Results
:
(1,829)
Show Results For
-
All HBS Web
(1,829)
- News (319)
- Research (1,248)
- Events (9)
- Multimedia (25)
- Faculty Publications (831)
Show Results For
-
All HBS Web
(1,829)
- News (319)
- Research (1,248)
- Events (9)
- Multimedia (25)
- Faculty Publications (831)
- 2014
- Working Paper
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste...
View Details
Teixeira, Thales S. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It." Harvard Business School Working Paper, No. 14-055, January 2014.
- March 2022
- Case
Auto Mag (Abridged)
By: David E. Bell
A young HBS graduate purchases a publisher of specialty magazines that advertises second hand cars, boats, trucks, etc. The magazines carry photographs and a brief description of each article for sale. The company faces the problem of deciding on how many magazines to...
View Details
Keywords:
Distribution;
Cost Management;
Decision Choices and Conditions;
Forecasting and Prediction
Bell, David E. "Auto Mag (Abridged)." Harvard Business School Case 122-096, March 2022.
- 29 Oct 2013
- News
Sheila Marmon
- spring 2007
- Article
Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970
Around 1960, the first independent African nations emerged, marking the beginning of the momentous political event that, among other things, would change the visual representations and the copy of advertisements. Development, modernity, and industrialization became...
View Details
Decker, Stephanie. "Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970." Business History Review 81, no. 1 (Spring 2007): 59–86.
- March 2014 (Revised January 2015)
- Case
Ghurka
By: Jose B. Alvarez, Walter J. Salmon and Christine Snively
Ghurka was a 38-year-old luxury leather goods brand that specialized in leather and twill luggage, handbags, and accessories. Brightwork Brand Holdings Corp. acquired it as an asset purchase in 2011. Ghurka, under CEO John Reuter, worked to re-launch the brand with a...
View Details
- 28 Aug 2020
- Video
Peter Vundla
Peter Vundla, who co-founded the first Black-owned advertising agency HerdBuoys in South Africa in 1991, was prominent in building post-apartheid South Afrca, including working on for developing the South African flag, the first democratic ballot paper, and the logo...
View Details
- 31 Jan 2013
- News
Can Super Bowl ads still infect the Internet?
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... View Details
- February 2013 (Revised May 2013)
- Case
Juan Valdez: Innovation in Caffeination
By: Michael I. Norton and Jeremy Dann
Corporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with café chain and packaged coffee ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The...
View Details
Keywords:
Innovation;
Branding;
Global Business;
Sales;
Marketing;
Retailing;
Corporate Strategy;
Organizational Change;
Corporate Entrepreneurship;
Brands and Branding;
Innovation and Invention
Norton, Michael I., and Jeremy Dann. "Juan Valdez: Innovation in Caffeination." Harvard Business School Case 513-090, February 2013. (Revised May 2013.)
- September 1994 (Revised May 1995)
- Case
Time Life, Inc. (A)
By: David A. Garvin and Jonathan West
Time Life has historically been a continuity book publisher, selling 20-volume book series via direct mail. Now, however, music and video/TV divisions have been added, and the CEO is trying to craft a strategy that will align the divisions so they can produce...
View Details
Keywords:
Business Strategy;
Corporate Strategy;
Business Divisions;
Horizontal Integration;
Production;
Creativity;
Alignment;
Advertising;
Publishing Industry
Garvin, David A., and Jonathan West. "Time Life, Inc. (A)." Harvard Business School Case 395-012, September 1994. (Revised May 1995.)
- 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...
View Details
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.)
- 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...
View Details
Keywords:
Influencers;
Marketing;
Marketing Communications;
Brands and Branding;
Marketing Strategy;
Advertising Industry;
Advertising Industry;
Advertising Industry
Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
- 22 Dec 2020
- News
Dove: Maintaining a Brand with Purpose
- 27 Aug 2013
- First Look
First Look: August 27
Publications August 2013 Journal of Financial Economics The Performance of Corporate Alliances: Evidence from Oil and Gas Drilling in the Gulf of Mexico By: Beshears, John Abstract—I use data on oil and gas drilling in the Gulf of Mexico to measure how a corporate...
View Details
Keywords:
Sean Silverthorne
- May 2022
- Supplement
Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency...
View Details
Keywords:
Marketing;
Brands and Branding;
Marketing Strategy;
Digital Marketing;
Social Marketing;
Marketing Communications;
Product Positioning;
Advertising;
Communication Strategy;
Advertising Campaigns;
Social Media;
Advertising Industry;
Advertising Industry;
United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-068, May 2022.
- 2010
- Article
Measuring the Perpetrators and Funders of Typosquatting
By: Tyler Moore and Benjamin Edelman
We describe a method for identifying "typosquatting", the intentional registration of misspellings of popular website addresses. We estimate that at least 938,000 typosquatting domains target the top 3,264 .com sites, and we crawl more than 285,000 of these domains to...
View Details
Moore, Tyler, and Benjamin Edelman. "Measuring the Perpetrators and Funders of Typosquatting." Lecture Notes in Computer Science. Springer-Verlag. Financial Cryptography and Data Security: Proceedings of the International Conference 6052 (2010). (Introduction, Web appendix.)
- 13 Dec 2016
- News
Eye Appeal Is Buy Appeal: Business Creates the Color of Foods
Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies
Speaker's Box, Journal of Advertising Research
“Speaker’s Box” invites academics and practitioners to identify potential areas of research affecting marketing and advertising. Its intention is to bridge the gap between the length...
View Details