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    • Faculty Publications  (35)

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    • All HBS Web  (1,315)
      • Faculty Publications  (35)

      Targeted Advertising Remove Targeted Advertising →

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      Targeted political advertising could change how and whether people vote
      Targeted Advertising as a Signal
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      • August 2019 (Revised December 2019)
      • Case

      Zillow Offers: Winning Online Real Estate 2.0

      By: Luis Viceira, Marco Di Maggio and Allison Ciechanover
      Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically...  View Details
      Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media And Broadcasting Industry; United States
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      Viceira, Luis, Marco Di Maggio, and Allison Ciechanover. "Zillow Offers: Winning Online Real Estate 2.0." Harvard Business School Case 220-021, August 2019. (Revised December 2019.)
      • August 2019
      • Case

      Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart

      By: Elie Ofek and Danielle Golan
      Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted...  View Details
      Keywords: Business Startups; Insurance; Technological Innovation; Business Model; Disruption; Brands And Branding; Growth And Development Strategy; Global Strategy; Decision Making; Insurance Industry; Technology Industry
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      Ofek, Elie, and Danielle Golan. "Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart." Harvard Business School Case 520-020, August 2019.
      • July 9, 2019
      • Article

      Setting Better Sales Goals with Analytics

      By: Doug J. Chung, Isabel Huber, Vinay Murthy, Varun Sunku and Marije Weber
      Sales compensation is a critical lever in motivating a salesforce and driving growth in the business-to-business sector: Studies show that revising compensation in line with market trends can have a 50% greater impact on sales than advertisements have, for instance. A...  View Details
      Keywords: Analytics; Salesforce Management; Compensation And Benefits; Motivation And Incentives; Goals And Objectives
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      Chung, Doug J., Isabel Huber, Vinay Murthy, Varun Sunku, and Marije Weber. "Setting Better Sales Goals with Analytics." Harvard Business Review (website) (July 9, 2019).
      • 2019
      • Working Paper

      Network Interconnectivity and Entry into Platform Markets

      By: Feng Zhu, Xinxin Li, Ehsan Valavi and Marco Iansiti
      Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas other platform networks may comprise local clusters in which buyers...  View Details
      Keywords: Network Structure; Clustering; Platform Competition; Networks; Market Platforms; Competition; Market Entry And Exit
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      Zhu, Feng, Xinxin Li, Ehsan Valavi, and Marco Iansiti. "Network Interconnectivity and Entry into Platform Markets." Harvard Business School Working Paper, No. 19-062, December 2018. (Revised December 2019.)
      • 2018
      • Working Paper

      Buying the Verdict

      By: Lauren H. Cohen and Umit G. Gurun
      We document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location—precisely following initiation of the suit. In particular, we use legal actions brought against publicly...  View Details
      Keywords: Lawsuits And Litigation; advertising; Geographic Location; Outcome Or Result
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      Cohen, Lauren H., and Umit G. Gurun. "Buying the Verdict." NBER Working Paper Series, No. 24542, April 2018.
      • August 2017 (Revised July 2019)
      • Case

      GROW: Using Artificial Intelligence to Screen Human Intelligence

      By: Ethan Bernstein, Paul McKinnon and Paul Yarabe
      Over 10% of all 2017 university graduates in Japan used GROW, an artificial intelligence platform and mobile app developed by Tokyo-based people analytics startup IGS, to recruit for a job. This case puts participants in the shoes of IGS founder and CEO Masahiro...  View Details
      Keywords: Big Data; Artificial Intelligence; Talent And Talent Management; Recruitment; Selection And Staffing; Human Resources; Information Technology; Financial Services Industry; Air Transportation Industry; advertising Industry; Manufacturing Industry; Technology Industry; Japan
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      Bernstein, Ethan, Paul McKinnon, and Paul Yarabe. "GROW: Using Artificial Intelligence to Screen Human Intelligence." Harvard Business School Case 418-020, August 2017. (Revised July 2019.)
      • June 2017
      • Case

      Magellan Boatworks

      By: John A. Quelch and James T. Kindley
      Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017....  View Details
      Keywords: Marketing; Marketing Communications; advertising; Strategy; Salesforce Management
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      Quelch, John A., and James T. Kindley. "Magellan Boatworks." Harvard Business School Brief Case 917-547, June 2017.
      • March 2016
      • Supplement

      Advertising Experiments at RestaurantGrades

      By: Weijia Dai, Hyunjin Kim and Michael Luca
      This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The...  View Details
      Keywords: Marketing; Digital Marketing; Experimental Methods; Analytics; Social Media; Web Technology; Marketing; Online advertising; Analysis; Performance Effectiveness
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      Dai, Weijia, Hyunjin Kim, and Michael Luca. "Advertising Experiments at RestaurantGrades." Harvard Business School Spreadsheet Supplement 916-702, March 2016.
      • March 2016 (Revised March 2020)
      • Exercise

      Advertising Experiments at RestaurantGrades

      By: Michael Luca, Weijia Dai and Hyunjin Kim
      This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The...  View Details
      Keywords: Analysis; Online advertising
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      Luca, Michael, Weijia Dai, and Hyunjin Kim. "Advertising Experiments at RestaurantGrades." Harvard Business School Exercise 916-038, March 2016. (Revised March 2020.)
      • March 2016 (Revised February 2020)
      • Teaching Note

      Advertising Experiments at RestaurantGrades

      By: Michael Luca, Weijia Dai and Hyunjin Kim
      This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The...  View Details
      Keywords: advertising Campaigns; Marketing; Online advertising; Analysis; Performance Effectiveness
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      Luca, Michael, Weijia Dai, and Hyunjin Kim. "Advertising Experiments at RestaurantGrades." Harvard Business School Teaching Note 916-039, March 2016. (Revised February 2020.)
      • October 2015
      • Case

      BandPage (A)

      By: Karim R. Lakhani, Colin Maclay and Greta Friar
      BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began...  View Details
      Keywords: Music Industry; Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry
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      Lakhani, Karim R., Colin Maclay, and Greta Friar. "BandPage (A)." Harvard Business School Case 616-015, October 2015.
      • March 2013
      • Article

      Advertising's New Medium: Human Experience

      By: Jeffrey F. Rayport
      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
      Keywords: advertising; Customers; advertising
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      Rayport, Jeffrey F. "Advertising's New Medium: Human Experience." Harvard Business Review 91, no. 3 (March 2013): 76–84.
      • 2013
      • Chapter

      Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

      By: Jill Avery
      Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers....  View Details
      Keywords: Marketing; Consumer Behavior; Brands; Brands And Branding; Brand Positioning; Brand Equity; Brand Management; advertising Campaigns; Customer Focus And Relationships; Marketing; Brands And Branding; Marketing Strategy; Auto Industry; Consumer Products Industry
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      Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
      • August 2012 (Revised August 2014)
      • Case

      Cancer Treatment Centers of America® (A)

      By: Regina E. Herzlinger and Natalie Kindred
      Cancer Treatment Centers of America (CTCA), a U.S. network of four privately owned oncology focused factory hospitals, was weighing options for growth. CTCA was entirely cancer focused and specialized in treating patients with complex and advanced-stage cancers, who...  View Details
      Keywords: Cancer; Cancer Treatment; Health Care; Healthcare; Accountability; Outcomes; Outcomes Measurement; Outcomes Reporting; Hub And Spoke Cancer Care; Hub And Spoke; Hub-and-spoke; Focused Factory; Mission And Purpose; Private Ownership; For-profit Firms; Health Disorders; Medical Specialties; Policy; Business Model; Expansion; Decision Choices And Conditions; advertising; Health Care And Treatment; Innovation And Invention; Health Industry; United States
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      Herzlinger, Regina E., and Natalie Kindred. "Cancer Treatment Centers of America® (A)." Harvard Business School Case 313-012, August 2012. (Revised August 2014.)
      • February 2012 (Revised March 2014)
      • Case

      Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children

      By: Felix Oberholzer-Gee, Dennis Yao, Britta Kelley and Lizzie Gomez
      In response to growing concern about childhood obesity, in February 2006 the Council of Better Business Bureaus (CBBB) announced an initiative to examine its self-regulatory program on children's advertising. The existing program was a voluntary cross-industry program...  View Details
      Keywords: Food; advertising; Ethics; Food And Beverage Industry
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      Oberholzer-Gee, Felix, Dennis Yao, Britta Kelley, and Lizzie Gomez. "Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children." Harvard Business School Case 712-463, February 2012. (Revised March 2014.)
      • October 2011 (Revised March 2012)
      • Case

      Cottle-Taylor: Expanding the Oral Care Group in India

      By: John A. Quelch and Alisa Zalosh
      Brinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern...  View Details
      Keywords: Forecasting; Budgeting; Emerging Markets; International Marketing; Product Planning & Policy; Consumer Behavior; Sales Promotions; Marketing Plans; Products; Marketing Strategy; Consumer Behavior; Emerging Markets; Forecasting And Prediction; advertising; Product Launch; Budgets And Budgeting; Product Development; Consumer Products Industry; Health Industry; India
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      Quelch, John A., and Alisa Zalosh. "Cottle-Taylor: Expanding the Oral Care Group in India." Harvard Business School Brief Case 114-350, October 2011. (Revised March 2012.)
      • February 2010 (Revised December 2010)
      • Case

      Google Inc. (Abridged)

      By: Benjamin Edelman and Thomas R. Eisenmann
      Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats it poses to Yahoo, Microsoft, and others. Asks what Google should do next. One...  View Details
      Keywords: Business Model; Corporate Entrepreneurship; Corporate Governance; Organizational Culture; Organizational Structure; Competitive Strategy; Search Technology; Web Services Industry
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. (Abridged)." Harvard Business School Case 910-032, February 2010. (Revised December 2010.)
      • January 2010 (Revised April 2011)
      • Case

      Google Inc.

      By: Benjamin Edelman and Thomas R. Eisenmann
      Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. One...  View Details
      Keywords: Online advertising; Business Model; Growth And Development Strategy; Network Effects; Mission And Purpose; Expansion; Search Technology; Information Technology Industry
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc." Harvard Business School Case 910-036, January 2010. (Revised April 2011.) (Winner of ECCH 2011 Award for Outstanding Contribution to the Case Method - Strategy and General Management.)
      • September 2009
      • Article

      Targeted Advertising as a Signal

      By: Bharat Anand and Ron Shachar
      Keywords: advertising
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      Anand, Bharat, and Ron Shachar. "Targeted Advertising as a Signal." Quantitative Marketing and Economics 7, no. 3 (September 2009): 237–266. (Lead Article.)
      • November 2008 (Revised November 2008)
      • Case

      Cyworld: Creating and Capturing Value in a Social Network

      By: Sunil Gupta and Sangman Han
      In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea....  View Details
      Keywords: Customer Value And Value Chain; Consumer Behavior; Social And Collaborative Networks; Segmentation; Value Creation; South Korea
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      Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.)
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      Targeted Advertising as a Signal
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