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- 03 Oct 2005
- Research & Ideas
The Box Office Power of Stars
Just how much do movie stars contribute to box office success? HBS professor Anita Elberse researched the notion of "star power" to better understand how A-list players contribute to Hollywood's bottom line. Closed for comment; 0 Comments.
- 31 Jan 2005
- Research & Ideas
Rethinking Marketing’s Conventional Wisdom
Making advertising hard to find is just one way companies are rewriting conventional marketing strategies, says Harvard Business School professor Youngme Moon. Closed for comment; 0 Comments.
- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
Although they are prescription drugs, Viagra, Prozac, Allegra and many others are pitched directly to consumers. Do physicians take notice? HBS professor Alvin Silk and Harvard's Joel Weissman discuss a recent study. Closed for comment; 0 Comments.
- 20 Sep 2004
- Research & Ideas
How Consumers Value Global Brands
What do consumers expect of global brands? Does it hurt to be an American brand? This Harvard Business Review excerpt co-written by HBS professor John A. Quelch identifies the three characteristics consumers look for to make purchase decisions. Closed for comment; 0 Comments.
- 16 Feb 2004
- Research & Ideas
Marketing Wine to the World
From consolidation to the growing clout of mass retailers, structural changes have hit the wine industry. Professor Michael Roberto discusses the move from elitism to mainstream appeal. Closed for comment; 0 Comments.
- 02 Jun 2003
- Research & Ideas
Why Have Marketers Ignored America’s Man-of-Action Hero?
The man-of-action hero has been the central myth in American culture for twenty years. So why have only Budweiser and Nike tapped into this story? Professor Douglas B. Holt explains. Closed for comment; 0 Comments.
- 05 May 2003
- What Do You Think?
Is This a Golden Era for Marketing Productivity?
This should be a good time to be a marketer and a consumer as well, suggests Jim Heskett. More focused sales, less waste in advertising, an industry in tune with its best customers. Is this your experience? Do you think marketing has hit its stride? Can it? Closed for comment; 0 Comments.
- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
Does your U.S. brand play well overseas? If so, heed the words of Harvard Business School professor John Quelch: A swelling anti-American tide could wash away the international popularity of U.S. brands. Closed for comment; 0 Comments.
- 13 Jan 2003
- Research & Ideas
The Subconscious Mind of the Consumer (And How To Reach It)
Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decision making takes place in the subconscious mind. But how does a marketer reach the subconscious? Zaltman explains in this Q&A. Closed for comment; 0 Comments.
- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
What are "identity brands" and why are they so powerful? HBS professor Douglas Holt explains how some top brands—including soft drink Mountain Dew—deliver imaginative stories that are perfectly attuned to society's deep desires. Closed for comment; 0 Comments.
- 04 Feb 2002
- Research & Ideas
How a Juicy Brand Came Back to Life
"Some brands just want to have fun, and from birth Snapple was one of them," says HBS professor John Deighton. As he explains in this excerpt from Harvard Business Review, the odyssey of the fun-loving beverage contains smart lessons for managers on branding and company culture. Closed for comment; 0 Comments.
- 11 Jun 2001
- Research & Ideas
E-Commerce Unplugged
Clearly "mobile commerce"—shopping with wireless devices—is a powerful new way to grab consumers. But don't think of this as business as usual, says HBS professor Nitin Nohria and collaborator Marty Leestma. Closed for comment; 0 Comments.
- 25 Sep 2000
- Research & Ideas
Cyber-Marketing: Scouting the Digital Communications Frontier
Marketers have a whole new game to learn in the digital revolution, and the greatest benefit, says HBS Professor John A. Deighton, will go to those who comprehend and embrace the new medium most quickly. But, adds Deighton, that's unlikely to be a simple task. Closed for comment; 0 Comments.
- 16 May 2000
- Research & Ideas
Getting the Message: How the Internet is Changing Advertising
In the six years since the first banner ad appeared on the World Wide Web, advertising has been transformed. With powerful technologies that can track responses and target customers, the Internet offers marketers a new world of opportunities. HBS Professors Alvin J. Silk and John A. Deighton and others offer perspectives, in this article from the HBS Bulletin, on advertising in the age of the Web. Closed for comment; 0 Comments.
- 12 Oct 1999
- Research & Ideas
Advertising and Expectations: The Effectiveness of Pre-Release Advertising for Motion Pictures
This research examines how advertising affects market-wide sales expectations for pre-release movies. The authors use data on advertising expenditures and an online stock market simulation, The Hollywood Stock Exchange (HSX), to track more than 280 movies released between 2001 and 2003. Their findings show that advertising affects the updating of market-wide expectations prior to release, and that this effect is stronger the higher the product quality. Key concepts include: Stock market simulations, such as the Hollywood Stock Exchange, can provide data on test markets, and provide clues about the quality of movies and the appeal of initial advertisements. Studios should spend less money on advertising low-quality movies. Closed for comment; 0 Comments.