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Is Programmatic Advertising the Future of Marketing?
Customer experience Digital ArticleMachines are taking over much of what marketers do today. -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
Assessing the Long-Term Value of Advertising
Sales & Marketing Magazine ArticleAdvertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the... -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
In Mobile Advertising, Timing Is Everything
Marketing Digital ArticleCompanies need an approach that changes as their customers do. -
Content Moderation Is Terrible by Design
Organizational Development Big IdeaSocial media companies couldn't exist in their current form without content moderation. But while these jobs are essential, they're often low-paid, emotionally... -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH (HBR OnPoint Enhanced Edition)
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
Why Companies Are Advertising Their Master Brand
Sales & Marketing Digital ArticleInstead of individual products. -
What Digital Advertising Gets Wrong
Sales & Marketing Digital ArticleToo often, ads end up targeting people who would buy the product anyway. -
What To Do When the Devil Wears [Your Brand]
Communication Digital ArticleStrategies for when your brand becomes associated with a noxious public figure. -
Will Wall Street Be Able to Earn the Trust of Younger Investors?
Innovation & Leadership Digital ArticleFinance is facing the same challenges that have upended industries like television. -
Costly Bargain of Trade Promotion
Sales & Marketing Magazine ArticleOver the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase... -
How to Acquire Customers on the Web
Sales & Marketing Magazine ArticleMost retailers on the Web spend more to acquire customers than they will ever get back in revenue from them. Many think that sky-high spending on marketing... -
How Retailers Became Ad Platforms
Sales & Marketing Digital ArticleIt's a major growth opportunity - if companies can navigate the strategic challenges. -
Why the Influencer Industry Needs Guardrails
Sales & Marketing SpotlightThe author argues for an industry in which unethical behavior is punished; professional expectations, pay, and desired outcomes are standardized; and... -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Five Ways the Advertising Industry Is About to Transform
Sales & Marketing Digital ArticleTechnology is quickly changing the industry. -
Cracking the Mobile Advertising Code
Marketing Digital ArticleA better way to allocate mobile ad dollars. -
Sales Teams Need to Stop Focusing on the Customer Funnel
Sales & Marketing Digital ArticleInstead, build an "experience chain" that aligns the customer journey across physical and digital channels. -
When Keyword Poaching Pays Off
Advertising Digital ArticleNew research looks at when it works to bid on ads for a competitor’s keywords — and when it backfires.
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Selling Green Dots in Second Life
Global Business Case Study11.95View Details An Irish Air Lines pilot has re-created his home city of Dublin on Second Life. His Second Life alter ego, Ham Rambler, is busy running the site, and... -
Bain Capital: Outback Steakhouse
Finance & Accounting Case Study11.95View Details Bain Capital had purchased Outback Steakhouse in 2007 and despite the myriad initiatives to improve operations, the financial collapse in 2008 threatened... -
Prabhu Murthy Industries: To Trust or Not to Trust
Management Case Study11.95View Details On July 15, 2022, the senior marketing manager of Prabhu Murthy Industries Limited participated in a high-priority meeting attended by all of the company's... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study11.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact... -
Headspace vs. Calm: A Mindful Competition
Sales & Marketing Case Study11.95View Details By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated... -
TiVo 2007: DVRs and Beyond
Strategy & Execution Case Study11.95View Details 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... -
Block 16: Indigenous Peoples' Perspective
Strategy & Execution Case Study5.00View Details Supplements Block 16: Conoco's Green Oil Strategy (A). Provides the indigenous people's perspective on Conoco's Ecuadorian strategy. Designed to be distributed... -
Supply Chain Close-Up: The Video Vault
Finance & Accounting Case Study11.95View Details The owners of the Video Vault struggle to determine the optimal stocking levels of home videos in an industry fraught with new technology, new pricing... -
Mountain Dew: Selecting New Creative
Sales & Marketing Case Study11.95View Details Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges... -
Hayman Capital Management
Finance & Accounting Case Study11.95View Details In late December 2011, Hayman Capital founder and portfolio manager Kyle Bass was reviewing Japanese government budget projections for 2012. The projections... -
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Strategy & Execution Case Study11.95View Details The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's leading ad blocking browser extension... -
JPMorgan Chase & the CIO Losses
Finance & Accounting Case Study11.95View Details On July 13, 2012, JPMorgan Chase & Co. announced a larger than expected loss for the quarter, $4.4 billion from positions held in the Chief Investment... -
The World Trade Organization and Tobacco Plain Packaging: Is Packaging Adverting and Does It Influence Consumption?
Sales & Marketing Case Study11.95View Details This case has stimulated some of the most engaged discussions in my 25 years of case teaching. Students will embrace opposing sides in debating how much... -
Managing Online Reviews on TripAdvisor
Sales & Marketing Case Study11.95View Details In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services,... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study11.95View Details 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.... -
Siemens Corp. (A): Corporate Advertising for 1992
Sales & Marketing Case Study11.95View Details Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals... -
Wheaties: Reinvigorating an Iconic Brand (A)
Sales & Marketing Case Study11.95View Details In the spring of 2008, the marketing manager of Wheaties was getting ready for a meeting to discuss ideas about how to reinvigorate one of the most iconic... -
Google Inc. in 2014 (Abridged)
Strategy & Execution Case Study11.95View Details Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic... -
Creating the First Public Law Firm: The IPO of Slater & Gordon Limited
Finance & Accounting Case Study11.95View Details Slater & Gordon (S&G), a midsized Australian law firm with a high-growth consolidation strategy, had an initial public offering (IPO) scheduled for May... -
Aliada: An Online Platform Matching Maids with Customers in Mexico
Sales & Marketing Case Study11.95View Details This case puts students in the shoes of Mexican entrepreneur Rodolfo Corcuera of the tech startup Aliada, an online platform that matches maids with customers...
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Selling Green Dots in Second Life
Global Business Case Study11.95View Details An Irish Air Lines pilot has re-created his home city of Dublin on Second Life. His Second Life alter ego, Ham Rambler, is busy running the site, and... -
Bain Capital: Outback Steakhouse
Finance & Accounting Case Study11.95View Details Bain Capital had purchased Outback Steakhouse in 2007 and despite the myriad initiatives to improve operations, the financial collapse in 2008 threatened... -
Prabhu Murthy Industries: To Trust or Not to Trust
Management Case Study11.95View Details On July 15, 2022, the senior marketing manager of Prabhu Murthy Industries Limited participated in a high-priority meeting attended by all of the company's... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study11.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact... -
Headspace vs. Calm: A Mindful Competition
Sales & Marketing Case Study11.95View Details By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated... -
TiVo 2007: DVRs and Beyond
Strategy & Execution Case Study11.95View Details 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... -
Block 16: Indigenous Peoples' Perspective
Strategy & Execution Case Study5.00View Details Supplements Block 16: Conoco's Green Oil Strategy (A). Provides the indigenous people's perspective on Conoco's Ecuadorian strategy. Designed to be distributed... -
Supply Chain Close-Up: The Video Vault
Finance & Accounting Case Study11.95View Details The owners of the Video Vault struggle to determine the optimal stocking levels of home videos in an industry fraught with new technology, new pricing... -
Mountain Dew: Selecting New Creative
Sales & Marketing Case Study11.95View Details Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges... -
Hayman Capital Management
Finance & Accounting Case Study11.95View Details In late December 2011, Hayman Capital founder and portfolio manager Kyle Bass was reviewing Japanese government budget projections for 2012. The projections...