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- Faculty Publications (6)
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- All HBS Web (13)
- Faculty Publications (6)
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- Web
Marketing - Faculty & Research
Marketing Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students Featured Publication Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb By: Shunyuan...
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- November 1982 (Revised November 1984)
- Case
Information Resources, Inc. (A)
Information Resources, Inc. (IRI) is a small but rapidly growing marketing research firm. IRI's major product, BehaviorScan, provides the most completely controllable and measurable marketing program testing facility in the world. It includes UPC electronic scanning at...
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Clarke, Darral G. "Information Resources, Inc. (A)." Harvard Business School Case 583-053, November 1982. (Revised November 1984.)
- March 2016 (Revised February 2023)
- Exercise
Advertising Experiments at RestaurantGrades
By: Michael Luca, Weijia Dai and Hyunjin Kim
Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows...
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Luca, Michael, Weijia Dai, and Hyunjin Kim. "Advertising Experiments at RestaurantGrades." Harvard Business School Exercise 916-038, March 2016. (Revised February 2023.)
- October 2007 (Revised December 2007)
- Case
TiVo 2007: DVRs and Beyond
By: David B. Yoffie and Michael Slind
Tom Rogers, CEO of TiVo, had placed multiple strategic bets on his company. In September 2007, that strategy was due for a major test. TiVo was a maker of digital video recorder (DVR) products and a distributor of DVR technology. Rogers believed that macro-trends in...
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Keywords:
Advertising;
Business Model;
Television Entertainment;
Intellectual Property;
Lawsuits and Litigation;
Management Analysis, Tools, and Techniques;
Distribution;
Problems and Challenges;
Partners and Partnerships;
Research;
Internet;
Entertainment and Recreation Industry;
United States
Yoffie, David B., and Michael Slind. "TiVo 2007: DVRs and Beyond." Harvard Business School Case 708-401, October 2007. (Revised December 2007.)
- March 2016 (Revised February 2023)
- Teaching Note
Advertising Experiments at RestaurantGrades
By: Michael Luca, Weijia Dai and Hyunjin Kim
Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows...
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- 10 Mar 2009
- First Look
First Look: March 10, 2009
Working Papers An Investigation of Earnings Management through Marketing Actions (revised) Authors: Craig J. Chapman and Thomas J. Steenburgh Abstract Prior research hypothesizes managers use "real actions," including the...
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Keywords:
Martha Lagace
- 31 Jan 2005
- Research & Ideas
Rethinking Marketing’s Conventional Wisdom
advertising; if you want to reach a narrow audience, you do niche advertising. But these marketers realized the best way to create cachet for a young audience was to make it inaccessible and let the kids...
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- Web
Human Behavior & Decision-Making - Faculty & Research
brands themselves. The authors examine what it takes to make celebrity brands work. Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer View Details
- 01 Mar 2005
- News
Robert Buzzell Remembered
known as the Profit Impact of Marketing Strategies (PIMS), designed to identify and measure the determinants of profits in individual businesses. The author or coauthor of eleven books, Buzzell worked extensively on subjects such as View Details
- 03 Dec 2007
- Research & Ideas
Authenticity over Exaggeration: The New Rule in Advertising
interactivity, including Thought tracing. Firms infer states of mind from the content of a Web search and serve up relevant advertising; a market born of search terms develops. Ubiquitous connectivity. As...
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- 01 Dec 2004
- News
Getting Personal
it hard to get was one of the rationales behind the campaign. What I like about the case is that it breaks so many fundamental marketing principles. One classic rule maintains that if you want to reach a broad audience, then you need mass...
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- 20 Nov 2007
- First Look
First Look: November 20, 2007
ownership patterns across different towns, allowing credible identification of the effects of bank ownership on financial development, lending rates, and the quality of intermediation, as well as employment and investment. Credit markets...
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Keywords:
Martha Lagace