Publications

Read Now

2005
Article

Thai Firms' Adaptations Following the Asian Economic Crisis: Market Orientation, Innovativeness and Organizational Culture Five Years After

By: Rohit Deshpandé and John U. Farley

Keywords: Business Ventures; Financial Crisis; Markets; Innovation and Invention; Organizational Culture; Thailand

September 2013
Case

Vogue: Defining the Culture of Fashion

By: Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou

In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the... View Details

Keywords: Creative Industries; Fashion; Publishing; Digital Technology; Entertainment; Product Portfolio Management; Magazines; Journals and Magazines; Internet and the Web; Change Management; Resource Allocation; Creativity; Media; Advertising; Fashion Industry; Publishing Industry; Media and Broadcasting Industry

January 2009 (Revised June 2010)
Case

Cisco Systems (2001): Building and Sustaining a Customer-Centric Culture

By: Ranjay Gulati

Customer centricity has been an important part of the culture at Cisco Systems since its inception. While part of this is attributable to values put in place by the founders and retained by subsequent management, it is also closely interwoven with its organizational... View Details

Keywords: Customer Satisfaction; Organizational Design; Organizational Structure; Organizational Change and Adaptation; Change Management; Organizational Culture; Research and Development; Job Cuts and Outsourcing; Employees; Brands and Branding; Customer Relationship Management; Business Units

February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America

Register to Read

October 2001 (Revised February 2002)
Case

Nasdaq Japan: E-Merging Markets

By: Lynda M. Applegate and Kristin M. Kohler

Describes the design and launch of Nasdaq Japan. Addresses issues concerning the design of electronic markets, the impact of information technology on market structures and relationships, the launch of new ventures by established firms, and the cultural issues that... View Details

Keywords: Entrepreneurship; Financial Markets; Technological Innovation; Management; Industry Structures; Competitive Strategy; Information Technology; Internet and the Web; Financial Services Industry; Information Technology Industry; Japan

November 2019
Teaching Note

Magnus Resch: Transforming the Art Market Through Transparency

By: Henry McGee and Sarah Mehta

Teaching Note for HBS No. 319-002. This teaching note pairs with a case on economist and entrepreneur Magnus Resch, who is on a mission to make the art market more transparent. He has built the Magnus app, which catalogues the price and transaction history of millions... View Details

Keywords: Art Market; Transparency; Art Pricing; Business Startups; Innovation Strategy; Culture; Business Strategy; Mobile Technology; Fine Arts Industry; Information Technology Industry

September 1971
Book Review

Book Review of Comparative Marketing Systems: A Cultural Approach, edited by Montrose S. Sommers and Jerome B. Kernan

By: Louis T Wells Jr

Keywords: Marketing; System; Culture

Find at Harvard

07 Jan 2013
Lessons from the Classroom

Culture Changers: Managing High-Impact Entrepreneurs

get inspired by people like Robert Redford, like Allen Lane, like James Beard, all of whom are true category creators," Khaire says. "They created new categories in the market for cultural goods... View Details

Keywords: by Sean Silverthorne; Beauty & Cosmetics; Food & Beverage; Entertainment & Recreation; Information; Publishing

August 2018 (Revised September 2019)
Case

Magnus Resch: Transforming the Art Market Through Transparency

By: Henry McGee and Sarah Mehta

Economist and entrepreneur Magnus Resch was on a mission to make the art market more transparent. To that end, in 2014, he began building the Magnus app, which catalogued the price and transaction history of millions of works of art. Users could download the app, take... View Details

Keywords: Art Market; Transparency; Art Pricing; Business Startups; Decision Making; Innovation Strategy; Culture; Business Strategy; Mobile Technology; Fine Arts Industry; Information Technology Industry

15 Jun 2021
Cold Call Podcast

IKEA Navigates the Future While Staying True to its Culture

Keywords: Re: Juan Alcacer & Cynthia A. Montgomery; Retail

10 Feb 2001
Lecture

The Global Marketplace: Cultures in Collision

By: Lynn S. Paine

Keywords: Cross-Cultural and Cross-Border Issues; Globalized Markets and Industries

January 2013
Case

Zappos.com 2009: Clothing, Customer Service, and Company Culture (MM)

By: Frances X. Frei and Robin J. Ely

On July 17, 2009, Zappos.com, a privately-held online retailer of shoes, clothing, and other soft-line retail categories, learned that Amazon.com, a $19 billion multinational online retailer, had won its Board of Directors' approval to offer to merge the two companies.... View Details

Keywords: Customer Relationship Management; Internet and the Web; Mergers and Acquisitions; Organizational Culture; Growth and Development Strategy; Apparel and Accessories Industry; Retail Industry

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

Find at Harvard

09 Oct 2019
News

The Benefits of Framing Culture as a Management System

05 Feb 2009
Research & Ideas

In Praise of Marketing

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Many dismiss... View Details

Keywords: by John Quelch; Advertising

December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

January 2014 (Revised August 2020)
Case

Building a Social Media Culture at Dell

By: Rohit Deshpandé and Michael Norris

As Michael Dell refocused his newly-private company on services and solutions, the entire corporation was pushed to embrace social media. View Details

Keywords: Information Technology; Marketing Strategy; Social Media; Technology Industry; United States