Publications

2013
Talk

[Invited Presentation]

By: Julian De Freitas

2013
Talk

[Invited Presentation]

By: Julian De Freitas

2013
Talk

[Invited Presentation]

By: Julian De Freitas

2013
Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

By: Jill Avery

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details

Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry

2013
Conference Presentation

Visual and Auditory Object-based Attention Driven by Rhythmic Structure over Time

By: J. De Freitas, B. M. Liverence and B. J. Scholl

June 2012
Article

The Economic Value of Celebrity Endorsements

By: Anita Elberse and Jeroen Verleun

What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete... View Details

Keywords: Stocks; Value; Advertising; Sales; Brands and Branding; Decisions; Economics; Marketing Strategy; Investment Return

Find at Harvard

Read Now

December 2012 (Revised May 2013)
Case

Domaines Barons de Rothschild (Lafite): Plus ça change…

By: Ray A. Goldberg, Arthur I. Segel, Elie Ofek and Carin-Isabel Knoop

For centuries Lafite has been the most admired wine Estate in the world. How does Baron Eric de Rothschild protect this crown jewel in a conservative manner while DBR develops other Chateaux blending wine programs, reaches out to new areas such as China and begins to... View Details

Keywords: Plant-Based Agribusiness; Expansion; Market Entry and Exit; Global Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; France; China

December 2012 (Revised April 2013)
Case

Olam: On a New Course

By: David E. Bell, Forest Reinhardt and Mary Shelman

From modest beginnings as a cashew trader in Nigeria, Olam, founded by Indian nationals in 1989, has grown into a leading global agricultural trading company, with annual revenues of $14 billion. The company recently has begun investing in farms and in the production... View Details

Keywords: Risk Management; Leadership; Customer Value and Value Chain; Corporate Strategy; Organizational Culture; Environmental Sustainability; Expansion; Competitive Advantage; Agribusiness; Agriculture and Agribusiness Industry; Nigeria

December 2012 (Revised August 2020)
Case

Rodan + Fields Dermatologists

By: Das Narayandas, Michael Roberts and Liz Kind

The case focuses on issues involved in managing the direct multilevel marketing sales consultants who sell R+F skin care products. The company is trying to better manage the inconsistent and highly variable recruitment behavior of the sales force i.e., the degree to... View Details

Keywords: Marketing; Salesforce Management; Recruitment; Compensation and Benefits; Consumer Products Industry; Beauty and Cosmetics Industry; California

December 2012 (Revised April 2013)
Case

Exima Agro-Industrial Holdings

By: David E. Bell and Damien P. McLoughlin

Keywords: Agribusiness; Agriculture and Agribusiness Industry

December 2012 (Revised April 2013)
Case

Greencore

By: David E. Bell and Natalie Kindred

Patrick Coveney, CEO of Greencore, one of the top producers of private label prepared foods sold through UK grocery retailers, was assessing Greencore's growth options. Growth potential was limited in the UK, a mature market in which retailers were unlikely to grant... View Details

Keywords: Agribusiness; Agriculture and Agribusiness Industry; United Kingdom; United States

December 2012
Case

Ocean Mist Farms

By: David E. Bell, Jose B. Alvarez, Mary Shelman and Michael Norris

In late 2012, Kori Tuggle, director of marketing and business development at Ocean Mist Farms, a California produce company, examines her social media-based marketing program and her attempts to create a brand for a bulk commodity. View Details

Keywords: Agribusiness; Agriculture and Agribusiness Industry; United States; California

December 2012
Background Note

Are Daily Deals Good for Merchants?

By: Sunil Gupta, Timothy Keiningham, Ray Weaver and Luke Williams

In the relatively short time since Groupon was founded, the response to "daily deals"—services that promote businesses by marketing deeply discounted, pre-paid vouchers to an online subscriber base—has by all accounts been spectacular. Our evaluation of daily deals is... View Details

Keywords: Marketing; Technology; Business Strategy; Digital; Marketing Strategy; Web Services Industry