r) 7

hbr.org March 2013

-111.Y.1 71-huslne

tteview --

J .1 J,'.1 'u j

AdvertisingThat Works

SPOTLIGHT ON THE FUTURE OF ADVERTISINGAdvertising Analytics 2.0 Advertising touch points no longer work in

isolation. If your company doesn't analyze how they interact dynamically, it wilLbe left behind. Wes Nichols

For Mobile Devices, Think Apps, Not Ads People don't like advertisementson their screens—but apps that provide value or entertainment can drive salesand build long-term engagement with brands. Sunil Gupta

Advertising's New Medium: Human Experience Marketers can make theirads welcome in the four spheres of consumers' lives: public, social, tribal, andpsychological. Jeffrey F. Rayport81- Creative That Cracks the Code Six campaigns provide assurance that thecreativity of advertising will never cease. Julia Kirby

ABOYE DETAIL

Mark Hansen &Ben RubinMoyeabie Type56o vacuum-fluorescentdisplay screens

HBR.ORGinteract withthe creativathat tracks thecode hbr.org/insightsifuture-of-advertising

March 2013 Harvard Business Review 3

HBR.ORG

Features March 2013

4,5 „ p•:.

le.cre

1, v,:

e

-i.,

l A

- _

.1.

«70 e e '''.' .e e e eá t .

: 60

N ' ""

1.:.'"

THE BIG IDEA

Big-Bang DisruptionA new kind of innovator is creating—and destroying—wholemarkets overnight. And when competitors can come outof nowhere and instantly be everywhere, the old rules ofstrategy no tonger apply. Larry Dowines and Paul F. Nunes

44

go

9909

The Case for StealthInnovationThe corporate spotlight can be adangerous place for unproven ideas.Often, a better strategy is to innovateunder the radar. Paddy Miller andThomas Wedell-Wedellsborg

Why "Fair Value" Is the RuleThe answer lies in the changing makeup ofthe Financial Accounting Standards Board.Karthik Ramanna

Do You Reality Want toBe an eBay?It often makes more sense to operate asa traditional reseller in order to maintaincontrol over buyer-seller transactions.Andrei Hagiu and Julian Wright

39 HOW DID •

Encyclopaedia Britannica'sPresident on Killing Off a244-Year-Old ProductA world-class reference source transitionsfrom bound volumes to digital learningproducts. Jorge Cauz

110 Thyr nu,

Making SustainabilityProfitableIn emerging markets, visionary enterprisesare proving that environmentally responsibleapproaches can lead to big financial rewards.Knut Haanaes, David Micha el, JeremyJurgens, and Subramanian Rangan

4 Harvard Business Review March 2013

VIDEORoger Martindescribes thetwo choicesto make whilesetting strategyhbr.org/multimedia/video

Organictechniquescan lower afarm's costs.