Underdog Brand Building - Publications - Faculty & Research

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Technology & Operations Management - Faculty & Research

likely to achieve sustainable growth. This approach is called strategic constancy. It involves recognizing the fundamental aspects of the company’s business model—its core values, customer relationships, brand identity, and key... View Details

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Podcast - Business & Environment

influences their investment strategy. Claudine also describes innovative insurance products such as parametric and catastrophe insurance that are emerging to address natural disasters that are exacerbated by climate change. For resources and other episodes visit... View Details

09 Nov 2016
Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

last week, brand Clinton promised a bright future but looked like the candidate of yesterday, a little tired and overly reliant on a supporting cast of Obamas and Bon Jovis. By contrast, Brand Trump promised... View Details

Keywords: by John A. Quelch

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Marketing Curriculum - Faculty & Research

show how effective marketing builds on a thorough understanding of buyer behavior to create value for customers. Students learn how to: Make marketing decisions in the context of general management. Control the elements of the marketing... View Details

Program

Senior Executive Leadership Program—China

brand equity Measure, monitor, and communicate corporate performance while driving critical change Lead authentically and ethically at all levels and nurture a culture of accountability Build confidence in... View Details

11 Apr 2023
Op-Ed

The First 90 Hours: What New CEOs Should—and Shouldn't—Do to Set the Right Tone

announce a change to the brand name or logo. Everyone’s a marketing expert, and making such a bold move will just give your skeptics and opponents a chance to undermine your authority before you’ve left the starting gate. Don’t hire... View Details

Keywords: by John Quelch

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Harvard Business School Online Courses & Learning Platforms

to create a viable, scalable business with minimal data, limited resources, and tight budgets. 4 weeks, 4-5 hrs/week Enroll by January 23 $1,850 Certificate Creating Brand Value Professor Jill Avery Build... View Details

18 Jul 2023
News

The First Five Years: Brooke Biederman (MBA 2019)

What inspired you to launch Forby Entertainment Partners? I started working on film and TV shoots in New York City during college. My first boss, an executive producer, recommended Edward Jay Epstein’s book, The Hollywood Economist: The Hidden Financial Reality Behind... View Details

Keywords: Robert Bochnak

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Named Fellowship Funds - Alumni

Turkey, Işik led several mergers and acquisitions projects throughout Europe and the United States as director of corporate development for Bertelsmann AG. She is the founder of Shaya Turkey, a multibrand retail operation that led the successful launch of more than 20... View Details

20 Sep 2016
First Look

September 20, 2016

effect dominates the negative within-firm effect post IPO. We build a firm industry model with endogenous entry to quantify the importance of two competing selection mechanisms: an increasing share of R&D-intensive firms in the... View Details

Keywords: Sean Silverthorne

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Video Clips - Creating Emerging Markets

consumers. Duration: 01:18 Ratan Naval Tata Ratan Naval Tata Base Of The Pyramid Ratan Naval Tata, former Chair of Tata Group in India, assesses the base of the pyramid market and the need to respect the dignity of those consumers. Duration: 02:08 Seema Aziz Seema Aziz... View Details

January 2014 (Revised November 2021)
Case

Filene's Basement: Inside a Fired Customer's Relationship

By: Jill Avery and Susan Fournier

How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case... View Details

Keywords: CRM; Retailing; Marketing; Consumer Behavior; Customer Relationship Management; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Retail Industry; United States

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Online Business Courses & Certifications | HBS Online

Subject Digital Marketing Strategy Professor Sunil Gupta Craft data-driven digital marketing strategies that effectively reach, convert, and retain customers in a dynamic online environment. 7 weeks, 6-7 hrs/week Enroll by January 9 $1,850 Certificate Creating View Details

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FAQs - Alumni

please visit alumni.hbs.edu/help . The Class Store What is The Class Store? The Class Store is an opportunity for alumni commemorating a reunion year, whether attending or not, to order HBS items branded with your class/program. Please... View Details

22 May 2024
HBS Case

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

you. It doesn’t rely on what you say. It observes what you do and choose not to do and builds a model of who you are.” Ghosh’s analysis debuts at a time when TikTok is drawing fresh scrutiny related to how its Chinese owners influence... View Details

Keywords: by Rachel Layne; Technology

August 2012
Article

Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness

By: Andrew Gershoff, Ran Kivetz and Anat Keinan

Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm... View Details

Keywords: Brands and Branding; Production; Competency and Skills; Welfare or Wellbeing; Cost vs Benefits; Perception; Customers; Performance Evaluation; Fairness; Business Ventures

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California - Global

much more to do to capitalize on the club’s momentum. There were opportunities to build the brand further globally and to build out fan engagement and membership in the mobile... View Details

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Mid-US - Global

United States Mid-US Harvard Business School (HBS) established the Mid-US Research Center (MRC) in 2021 to build a deeper understanding of business practice and innovation in the region. The MRC plays an important role in helping HBS... View Details

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2023 Reunion Presentations - Alumni

this “working on material” session (as comedians would call it) with a sneak peek into how we are reconceptualizing career development post-pandemic and the implications for us and our organizations. Build the Life You Want: The Art and... View Details

09 Dec 2002
Research & Ideas

Unilever—A Case Study

Langnese; and Sunlicht. The name "Unilever" was not used in operating companies or in brand names. Lever Brothers and T. J. Lipton were the two postwar U.S. affiliates. These national operating companies were allocated to either... View Details

Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail

Publications