Publications

Educators

2012
Working Paper

Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions

This working paper examines the creation of the global natural food and beauty categories before 2000. This is shown to have been a lengthy process of new category creation involving the exercise of entrepreneurial imagination. Pioneering entrepreneurs faced little... View Details

Keywords: Marketing; Consumer Goods; Entrepreneurs; Environment; Food; Globalization; Business History; Agribusiness; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Asia; Europe; Latin America; Middle East; North and Central America

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

(Editor's note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business. It is reprinted on HBS Working Knowledge.) Recent news coverage of the cosmetic name change... View Details

Keywords: by John Quelch; Banking; Financial Services

14 May 2008
Research & Ideas

Getting Down to the Business of Creativity

panel displays were ¥140 billion in 2006 (approximately $1.2 billion), with the market expected to double in size by 2009. The company is also expanding into cosmetics and dietary supplements. As it happens, the technology that prevents... View Details

Keywords: by Julia Hanna; Retail; Apparel & Accessories; Fashion; Entertainment & Recreation

23 Jun 2009
First Look

First Look: June 23

percent each year. In contrast, Mary Kay Cosmetics had decided to exit the Japanese market in 2001. Purchase this supplement: http://hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=509067 Who Is the Fairest of Them All? Choosing a... View Details

Keywords: Martha Lagace

2018
Working Paper

Sustainability and Green Business in Latin America During Globalization Waves

This working paper examines the impact of modern business enterprise on the natural environment of Latin America during the globalization waves between the 19th century and the present day. It argues that although global capitalism created much wealth for the region,... View Details

Keywords: Globalization; Natural Environment; Outcome or Result; Business History; Pollutants; Environmental Sustainability; Green Technology Industry; Beauty and Cosmetics Industry; Tourism Industry; Latin America

SSRN

25 Mar 2014
First Look

First Look: March 25

describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf,... View Details

Keywords: Sean Silverthorne

15 May 2012
First Look

First Look: May 15

and elaborate on their normative implications. Audit Quality and Auditor Reputation: Evidence from Japan Authors:Douglas J. Skinner and Suraj Srinivasan Publication:The Accounting Review (forthcoming) Abstract We study events surrounding ChuoAoyama's failed audit of... View Details

Keywords: Carmen Nobel

13 Dec 2011
First Look

First Look: Dec. 13

Eccles, George Serafeim, and James HeffernanHarvard Business School Case 412-052 Rodolfo Guttilla, director of corporate affairs for Natura Cosméticos S.A. (Natura), prepared for a meeting with key stakeholders to discuss the future of integrated reporting at Natura. A... View Details

Keywords: Sean Silverthorne

May 2011
Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery

Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details

Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry

02 Aug 2006
Research & Ideas

Investor Protection: The Czech Experience

drama behind the scenes, however, ultimately eclipsed the programming at TV Nova. Despite the eventual 99-percent stake held in the channel by Central European Media Enterprises (CME), the holding company of Ronald Lauder (one of the heirs to the Estée Lauder View Details

Keywords: by Martha Lagace; Media & Broadcasting; Entertainment & Recreation

10 Sep 2013
First Look

First Look: September 10

blotting paper in 2009 using a grassroots marketing campaign. Identifying a 200-year-old book employed by Japanese geisha, Tsai started to diversify her product line into skin and other cosmetic products. The case ends in December 2010... View Details

Keywords: Sean Silverthorne

05 Feb 2001
Research & Ideas

The Ten Deadly Mistakes of Wanna-Dots

extremely hard to do. Worse yet, it doesn't work. The bulldog doesn't suddenly become beautiful because it was forced to wear lipstick. Nothing else about the bulldog or its behavior has changed. It makes the bulldog angry. And the use of View Details

Keywords: by Rosabeth Moss Kanter

2013
Book

Entrepreneurship and Multinationals: Global Business and the Making of the Modern World

This book examines the history of entrepreneurship and multinationals in the making of the modern world. In recent years economists, historians, and political scientists have written extensively on the history of globalization and patterns of global wealth and poverty,... View Details

Find at Harvard

2013
Working Paper

Debating the Responsibility of Capitalism in Historical and Global Perspective

This working paper examines the evolution of concepts of the responsibility of business in a historical and global perspective. It shows that from the nineteenth century American, European, Japanese, Indian and other business leaders discussed the responsibilities of... View Details

SSRN

March 2015
Case

Unilever: Combatting Global Food Waste

By: David F. Drake, Janice H. Hammond and Matthew G. Preble

The global consumer goods company Unilever was on pace to hit a number of aggressive targets by 2020 as part of the Unilever Sustainable Living Project, including a goal to halve the waste associated with the disposal of its products. Unilever's chief supply chain... View Details

Educators

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details

Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry

Find at Harvard

February 2011
Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor

We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details