Publications

07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research by HBS professor Thales S. Teixeira offers... View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

May–June 2023
Article

A New Approach to Building Your Personal Brand: How to Communicate Your Value

By: Jill Avery and Rachel Greenwald

For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing... View Details

Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills

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2022
Book

Purpose + Profit: How Business Can Lift Up the World

By: George Serafeim

The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.

We not only... View Details

Keywords: ESG (Environmental, Social, Governance) Performance; Profitability; Business And Society; Organizations; Mission and Purpose; Goals and Objectives; Social Issues; Environmental Sustainability; Value Creation; Organizational Change and Adaptation

September 2010 (Revised July 2013)
Case

Alnylam Pharmaceuticals: Building Value from the IP Estate

By: Willy C. Shih and Sen Chai

The learning objective of this case is to help students recognize the interplay between intellectual property (IP) rights and corporate strategy. We do this by examining what is a fairly atypical circumstance today in which a single firm is able to secure what it... View Details

Keywords: Patents; Lawsuits and Litigation; Rights; Competitive Strategy; Corporate Strategy; Biotechnology Industry; Pharmaceutical Industry; United States

01 Mar 2016
First Look

March 1, 2016

Ponzetto Abstract—Cities generate negative, as well as positive, externalities; addressing those externalities requires both infrastructure and institutions. Providing clean water and removing refuse requires water and sewer pipes, but the urban poor are often... View Details

Keywords: Sean Silverthorne

Research Summary

Workplace Ethics and Global Business Standards

By: Rohit Deshpande

This research grows out of initial collaborative research with Joshua Margolis and Lynn Paine on the relationship between codes of conduct and corporate performance. This work was reported in Harvard Business Review articles in 2005 and 2011. More recent research... View Details

January 1998 (Revised February 1998)
Case

Sideco Americana S.A. (A)

By: Lynn S. Paine and Harold F. Hogan Jr

This case focuses on a decision the Sideco management team faces when customers of its newly acquired and privatized water and sewer company neglect to pay its bills. Describes the effort to transform an old-style Argentine construction and engineering company into a... View Details

Keywords: Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Corporate Social Responsibility and Impact; Business and Government Relations; Transformation; Business or Company Management; Values and Beliefs; Argentina

Find at Harvard

President Joe Biden’s promise to give every American access to affordable health insurance is well-intentioned, but his plan’s policy elements—a public option, a permanent expanded tax credit—require congressional approval and would expend significant political and... View Details

August 2022
Case

The Spreadsheet

By: Zoë B. Cullen and Alexander J. MacKay

Compensation is the largest expenditure of almost every venture. Getting compensation packages right affects talent acquisition, retention, and profitability. In this case, and accompanying negotiation exercise, students learn strategies and tactics for setting... View Details

April 1999 (Revised October 2001)
Case

Motive Communications

By: Jeffrey F. Rayport, Marco Iansiti, Myra M. Hart, William W Chan and Find Findsen

The founders of Motive Communications, Inc., a recent start-up dedicated to reinventing the support chain involved in the delivery of information technology support services, put in place a development process hinged on extensive customer feedback. As part of this, a... View Details

Keywords: Business Startups; Customer Relationship Management; Risk and Uncertainty; Information Technology Industry