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All HBS Web
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- People (4)
- News (208)
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- Faculty Publications (285)
Show Results For
-
All HBS Web
(797)
- People (4)
- News (208)
- Research (477)
- Multimedia (14)
- Faculty Publications (285)
- 31 Jan 2005
- Research & Ideas
Rethinking Marketing’s Conventional Wisdom
their parents own. So BMW, knowing that it's a fashion brand, is trying to manage different and multiple brand messages for different audiences, using the Internet and various other forms of distribution. Q: What else about marketing...
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- 16 Jun 2020
- Blog Post
Delivering Solutions During a Crisis: an Interview with Hans Kristian Furuseth
0-120 employees across nine countries in only six months. This experience in the beauty sector translated well to the needs of Zalando, an e-commerce beauty and fashion company, that later brought Furuseth on as Head of UK and Head of...
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- 17 Mar 2021
- Research & Ideas
Beyond Pajamas: Sizing Up the Pandemic Shopper
data-driven personalization platform for fashion retailers, provided us with an aggregated dataset of online apparel sales from a variety of anonymized well-known fashion retailers in the United States and...
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- 19 Jun 2012
- First Look
First Look: June 19
case:http://cb.hbsp.harvard.edu/cb/product/312002-PDF-ENG EILEEN FISHER: Repositioning the Brand Anat Keinan, Jill Avery, Fiona Wilson, and Michael I. NortonHarvard Business School Case 512-085 Well-established fashion brand Eileen Fisher...
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Sean Silverthorne
- 22 Sep 2009
- First Look
First Look: September 22
Clark needed to decide whether to pursue patents, copyrights, and/or trademarks for various aspects of the new product. The case focuses on the interplay between marketing strategies and intellectual property issues in international View Details
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Martha Lagace
- 20 Dec 2016
- Research & Ideas
The 10 Most Popular 'Cold Call' Podcasts
fashion, Stella McCartney shows that a luxury brand can be sustainable. Professor Anat Keinan discusses her case on the fashion icon. Behind Apple's Tax Situation, an Unprecedented Financial Policy Mihir Desai The European Union...
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Re: Multiple Faculty
- 23 Jul 2013
- First Look
First Look: July 23
30-year customer of Filene's Basement, a retailer offering fashion goods at discounted prices, who was eventually fired by the firm. The case traces how company actions taken in the name of customer relationship management (CRM)...
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Anna Secino
- 01 Jun 2004
- News
Luxe Redux
stars, outdoor sportsmen, the British military, and the Royal family. In 1997, Burberry launched a revitalization of the brand that showcased the ongoing appeal of its more timeless products while expanding into fashionable clothing and...
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- August 2022
- Supplement
Zalora: Data-Driven Pricing Recommendations
By: Ayelet Israeli
This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presents reports that were created by the data science team to answer the...
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Keywords:
Pricing;
Pricing Algorithms;
Dynamic Pricing;
Ecommerce;
Pricing Strategy;
Pricing And Revenue Management;
Apparel;
Singapore;
Startup;
Demand Estimation;
Data Analysis;
Data Analytics;
Exercise;
Price;
Internet and the Web;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Singapore
Israeli, Ayelet. "Zalora: Data-Driven Pricing Recommendations." Harvard Business School Supplement 523-032, August 2022.
- 18 Oct 2018
- Research & Ideas
How to Use Free Shipping as a Competitive Weapon
consumer behavior, Ngwe and Chen analyzed sales data from Southeast Asian fashion retailer Zalora in the Philippines. Because the data included the company's startup period, encompassing more than two million orders from 2012 to 2016, the...
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- 01 Apr 1998
- News
Student Conferences Inspire Campus Dialogue
25-year-old company that sells fashion jewelry and home accessories to 450 retail accounts, discussed some of the challenges she has faced as a woman in business. Friedlander attributed her success to a "constant state of being creatively...
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- 01 Mar 2010
- News
Rx for Too Big to Fail
In the wake of the financial crisis and the massive federal response, it has become fashionable to declare that “too big to fail is too big to exist.” Powerful lawmakers and popular commentators regularly endorse this notion, promising to...
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- 22 Jul 2008
- First Look
First Look: July 22, 2008
2006-2007 Annual Report for Shoppers' Stop Group (SSG), action shots of healthy-looking people dressed in the latest fashions amid the words "Redefining Retail" brought a smile to his face. As managing director of SSG—a Rs 8.9...
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Martha Lagace
- 01 Sep 2003
- News
These Are the Good Old Days
fashion closet, thousands of books, original artwork for magazine covers — “and it was the sale of the century,” says Moore with pride. “It was also a wonderful redistribution of the wealth within the building.” In addition, the sale...
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- February 2024
- Teaching Note
UGG Steps into the Metaverse
By: Shunyuan Zhang and Sunil Gupta
Teaching Note for HBS Case No. 523-013.
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- 28 Aug 2017
- Research & Ideas
Should Industry Competitors Cooperate More to Solve World Problems?
Source: Cecilie_Arcurs George Serafeim has a startling suggestion to fix the world’s biggest environmental, social, and governance (ESG) problems such as water pollution, deforestation, and wealth inequality: encourage companies within industries to do less competing...
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- 14 Nov 2005
- Research & Ideas
How Can Start Ups Grow?
location. A new fashion designer in France aspires to set up shop in Paris rather than Lyons because of the cachet associated with being a fashion designer in Paris. So in some cases the location of a new...
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- 12 Mar 2006
- Research & Ideas
Global Poverty Needs a Global Answer
fulfillment of community needs. (Of course, Friedman's formulation leaves the manager with two problems: the sum of consumer desires does not necessarily equal community need, and many—perhaps most—governments to not define or fulfill community needs in a View Details
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by Cynthia Churchwell
- 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...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Positioning;
Competitive Positioning;
Competition;
Brands and Branding;
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- 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...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Building;
Brand Positioning;
Competitive Positioning;
Advertising;
Marketing Communication;
Biography;
Brands and Branding;
Product Marketing;
Emerging Markets;
Network Effects;
Demand and Consumers;
Marketing Communications;
Cost vs Benefits;
Perspective;
Advertising Campaigns;
Marketing Strategy;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)