Publications

September–October 2020
Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

By: Lingling Zhang and Doug J. Chung

This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details

Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States

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Jon M. Jachimowicz is an Assistant Professor of Business Administration in the Organizational Behavior Unit at Harvard Business School, where he teaches the Leadership and Organizational Behavior course (LEAD) in the Required Curriculum. He studies... View Details

Article

Four Ways to Build a Productive Sales Culture

By: Frank V. Cespedes and Steven Maughan

This article distinguishes sales efficiency (SE) initiatives (e.g., CRM, training, and KPI dashboards) from sales optimization (SO) decisions (e.g., aligning sales tasks with business strategy, customer selection, and deployment of sales resources across... View Details

Keywords: Strategy; Sales

September 2012 (Revised September 2015)
Case

Doing Business in Argentina

By: Rawi Abdelal, Amy C. Edmondson, Felix Oberholzer-Gee, Gustavo A. Herrero and Regina Garcia-Cuellar

An imaginary oil company is invited to participate in a potentially lucrative investment in a large oil field just as the Argentine government is taking actions that seem to jeopardize private property rights within its borders. This case highlights the risks and... View Details

Keywords: Business Evaluation; Fieldwork; Emergent Countries; Emerging Market Finance; Emerging Markets; Business Ventures; Strategy; Argentina

October 2008
Class Lecture

Marketing as Competitive Advantage: Fundamentals

By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska

Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,... View Details

Keywords: Customers; Framework; Marketing Strategy; Product Positioning; Planning; Competitive Advantage; Segmentation

05 Jul 2012
News

Interview with Rebecca Henderson

09 Mar 2021
News

Addressing education inequities exacerbated by the pandemic

March 31, 2023
Article

What Is the Optimal Pattern of a Customer Journey?

By: Julian De Freitas

Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with... View Details

Keywords: Consumer Behavior; Customers; Brands and Branding

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2015
Working Paper

Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with... View Details

Keywords: Value Creation; Partners and Partnerships; Marketing Strategy; Culture; Banks and Banking

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Web

HBS Working Knowledge – Harvard Business School Faculty Research

people do. Julian De Freitas and colleagues pit humans against machines in a video game to study AI's current limits and mine insights for the real world. Open Source Software: The $9 Trillion Resource Companies Take for Granted by Rachel... View Details

Web

Application Process - MBA

several resources to help you get to know 2+2 and HBS better! Join us for various virtual college events by registering on the Events page Hear from HBS students and alumni about their 2+2 experience on the MBA Voices Blog See 2+2 program... View Details

04 Jun 2024
Blog Post

Finding Alignment to Make Impact: Layla Ramirez (MBA 2017)

New Yorker at heart, and a curious and resourceful learner. All of these pieces of her identity have shaped the leader she is today and the impact she makes in her company and community. Plugging into Support to Carve Her Path Born and... View Details

Keywords: All Industries

April 1993 (Revised November 1994)
Case

Chiron Corp.

By: Steven C. Wheelwright

Pablo Valenzuela, vice president of R&D at Chiron Corp., faces several choices for how to allocate scarce resources across several promising projects. These choices will determine Chiron's position in several emerging biotechnology and diagnostic markets, including... View Details

Keywords: Health Testing and Trials; Research and Development; Failure; Business Strategy; Joint Ventures; Strategic Planning; Opportunities; Product Development; Biotechnology Industry; California

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06 Jan 2015
News

Are Blockbusters Destroying the Movies?

June 1982 (Revised May 1995)
Case

Ellis Manufacturing Co.

By: Roy D. Shapiro

Ellis finds itself in a weakening competitive position largely due to the lack of rationalization in its plants. Driven by a strong traditionally decentralized sales organization, Ellis finds that all plants want control over all product lines. As a result, overall... View Details

Keywords: Factories, Labs, and Plants; Cost; Analytics and Data Science; Brands and Branding; Performance Capacity; Competitive Strategy; Construction Industry

January 1996
Case

Managing Xerox's Multinational Development Center (Abridged)

Describes a manager's role in developing a staff group responsible for enhancing the efficiency of Xerox's worldwide logistics and inventory management systems. Illustrates a range of management strategies for upward and lateral influence in a complex organizational... View Details

Keywords: Multinational Firms and Management; Personal Development and Career; Consumer Products Industry; Technology Industry

29 Mar 2016
News

Competing with Platforms That Ignore the Law

2016
Chapter

Unpacking the Dynamics of Successful Change: Ten Insights from the Private Sector

By: Rebecca Henderson

Book Abstract: The aim of this book is to catalyze global interest in the pursuit of transformational changes in natural resource and environmental management. It is shown that transformational policy reforms involve fundamental shifts in strategy with far-reaching... View Details

Keywords: Change Management; Environmental Sustainability; Policy; Transformation; Australia; New Zealand; China; United States; Europe; Southeast Asia

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