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  • 11 Dec 2012
  • First Look

First Look: Dec. 11

Mikael Hed, CEO of Rovio, was planning to create an Angry Birds movie. Was Angry Birds a fad that would fade away or was Rovio on a path to build a media empire? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/512033-PDF-ENG... View Details
Keywords: Sean Silverthorne
  • Web

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
  • 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
  • 28 Apr 2009
  • First Look

First Look: April 28, 2009

in the past and now influence clinical trials and participate in regulatory decision-making. Yet these developments are far from universal and are taking very different forms around the world. Building on data showing that pharmaceutical... View Details
Keywords: Martha Lagace
  • Web

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
  • August 2009 (Revised August 2010)
  • Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details
Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web
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  • Web

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
  • 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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  • October 2016 (Revised April 2018)
  • Case

JCPenney: Back in Business

By: Elie Ofek, K. Shelette Stewart and Christine Snively
In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives—a focus on omnichannel, private label goods, and increasing revenue per... View Details
Keywords: Retail; Customer Management; Omnichannel; Turnarounds; Private Label; Promotions; Marketing Strategy; Brands and Branding; Customer Relationship Management; Goals and Objectives; Competition; Retail Industry; United States
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  • 27 Jul 2012
  • News

How to Be Effective in the Global Economy and the Boardroom: CFOs Offer Lessons Learned on the Journey

  • Web

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
  • 14 Feb 2017
  • First Look

First Look at New Research: February 14

working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=43385 Harvard Business School Case 817-012 DataXu: Selling Ad Tech DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a... View Details
Keywords: Sean Silverthorne
  • June 2010 (Revised January 2012)
  • Case

Blue Man Group: Creativity, Life and Surviving an Economic Meltdown

In 2008, Blue Man Group's three co-founders are facing the prospect of losing not just a business but a way of life they have built together. The case follows the story of Chris Wink, Matt Goldman, and Phil Stanton as they pursue their creative passion and build the... View Details
Keywords: Arts; Financial Crisis; Entrepreneurship; Crisis Management; Growth and Development Strategy; Brands and Branding; Personal Development and Career; Creativity; Entertainment and Recreation Industry
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  • 26 Aug 2019
  • Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

this product.” During the video’s 12-plus minutes of step-by-step instructions, Hughes holds up product after product close to the camera so viewers can get a good look at each brand name. Because, after all, Hughes isn’t merely sharing... View Details
Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics
  • Web

Business History - Faculty & Research

value chain (competition management, fan engagement and content enhancement) while diversifying its business offerings and value proposition. Thus, LALIGA is cognizant about building future-proof financial “fitness” via generating new... View Details
  • 24 Oct 2018
  • Sharpening Your Skills

Startup or Established Company? Which Is Best for You?

Here’s my perspective on the tradeoffs. Putting aside for a moment industry preferences and how you feel about the products the company is building (both of which are very important!), most of the differences between a startup and mature... View Details
Keywords: by Julia B. Austin
  • Web

My One Case: MBA Class of 2023 Looks Back - MBA

Blog Blog MBA Voices Filter Results Arrow Down Arrow Up Read posts from Author Alumni Author Career and Professional Development Staff Author HBS Community Author HBS Faculty Author MBA Admissions Author MBA Students Topics Topics 1st Year (RC) 2+2 Program 2nd Year... View Details
  • 08 Apr 2014
  • First Look

First Look: April 8

  Publications August 2013 Journal of Consumer Research Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride By: Bellezza, Silvia, and Anat Keinan Abstract—This research examines how... View Details
Keywords: Sean Silverthorne
  • 14 May 2009
  • Working Paper Summaries

Quantity vs. Quality and Exclusion by Two-Sided Platforms

Keywords: by Andrei Hagiu; Video Game; Web Services
  • 15 Nov 2022
  • Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

no-barrier-to-entry open mic night. Message delivery. Brands and other organizations hire influencers to use the platform to distribute a message, particularly on fashion, cosmetics, and food. To them, it is just another form of paid... View Details
Keywords: by John Deighton and Leora Kornfeld