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Show Results For
- All HBS Web
(1,909)
- News (332)
- Research (1,260)
- Events (9)
- Multimedia (26)
- Faculty Publications (838)
- 23 Apr 2014
- HBS Case
Are Electronic Cigarettes a Public Good or Health Hazard?
companies will manage the marketing of e-cigarette brands to maximize profitability for their shareholders” The growing sales of electronic cigarettes also caught the attention of regulators. The products had been completely unregulated—they could be View Details
- Web
Seen and Unseen | Baker Library | Bloomberg Center | Harvard Business School
Harvard Business School Virtual Tour This exhibition explores representations of Native Americans in the popular imagination through a selection of advertising trade cards, currency, illustrations, and sculpture from Baker Library Special... View Details
- 29 May 2007
- First Look
First Look: May 29, 2007
http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=507077 PublicationsThe Impact of Direct-to-Consumer Advertising in Orthopaedics Authors:Kevin J. Bozic, Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville,... View Details
Keywords: Martha Lagace
Arthur C. Nielsen
Nielsen was a pioneer in market research. Through his performance index surveys, he changed the way organizations promoted their products and services. Nielsen ratings have become one of the primary drivers of advertising expenditures. View Details
Keywords: Services
- November 1991 (Revised October 1993)
- Supplement
British Airways: ""Go for It, America!"" Promotion (B)
Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details
Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
Rochelle Lazarus
Lazarus introduced “360-degree branding” to the advertising world: assuring that the client makes a significant impression every time they communicate with their customers. Lazarus has been a driving force in building and overseeing... View Details
Keywords: Services
Catherine T. Clark
Purchasing a wheat bread recipe from a local Wisconsin baker, Clark went on to build a very successful upscale bakery business. Through the formation of Brownberry Ovens, Clark developed a regional distribution network for her products. She expanded the business... View Details
Keywords: Food & Tobacco
- 17 Feb 2010
- First Look
First Look: Feb. 17
Working PapersThe Evolution of Science-Based Business: Innovating How We Innovate Author:Gary P. Pisano An abstract in unavailable at this time. Download the paper: http://www.hbs.edu/research/pdf/10-062.pdf PublicationsTargeted View Details
Keywords: Martha Lagace
- spring 2001
- Article
Banner Advertising: Measuring Effectiveness and Optimizing Placement
By: John Deighton and Lee Sherman
Deighton, John, and Lee Sherman. "Banner Advertising: Measuring Effectiveness and Optimizing Placement." Journal of Interactive Marketing 15, no. 2 (spring 2001).
- September 2001 (Revised June 2004)
- Case
Cafe de Colombia
By: Rohit Deshpande and Alexandra de Royere
Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details
Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia
Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.)
Samuel C. Johnson II
Taking the helm of the family business in 1966, Johnson began a diversification plan to lessen the company’s exposure to the introduction of “no-wax” floors. He aggressively moved the company into the personal care field and developed a new line of recreational... View Details
Keywords: Personal Care & Home Products
James A. Gray, Jr.
Through his advertising efforts, Gray was able to return Camel to its position as the best selling cigarette brand. In 1939, Gray greatly improved R. J. Reynolds’ leaf operations by installing vacuum conditioners, which eliminated the use... View Details
Keywords: Food & Tobacco
- 14 Jun 2016
- News
Why HBS Teaches Students About Whaling
- November 2016
- Case
But, It's For a Good Cause
By: Elizabeth Keenan and John Gourville
Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of... View Details
Rose M. Knox
Knox built the largest gelatin distribution company in the U.S. After her husband’s death, Knox directed advertising to women, published recipes and financed constant research on gelatin usage. Through diversification efforts, Knox... View Details
Keywords: Food & Tobacco
- September 1988
- Supplement
Reebok Commercials--1988, Video
By: John A. Quelch
Set of seven commercials to accompany Reebok International Ltd. View Details
Quelch, John A. "Reebok Commercials--1988, Video." Harvard Business School Video Supplement 889-507, September 1988.
Jerry Della Femina
Della Femina was part of a new breed of executives that shook up the staid world of advertising in the late sixties. Wildly creative and eccentric, Della Femina pushed the envelope of provocative advertising... View Details
Keywords: Services
- 09 Feb 2018
- Research & Ideas
Big Hits: The Best of the 2018 Super Bowl Ads
The Super Bowl isn’t just a mainstage for football’s two best teams. With over 100 million viewers tuned in, and 30-second spots going for more than $5 million, the big game also represents one of the highest stakes advertising events of... View Details
- Web
Leading with Creative Problem Solving: Ron Kurtz (MBA 1967) - Recruiting
entrepreneurial inclination fostered by growing up in a family that owned retail stores and enjoyed telling stories of their sales. Advertising was a popular career with a certain amount of glamour in the 1950s and 1960s. I, too, liked... View Details
- March 1996 (Revised October 1997)
- Case
Dewar's (B): Preliminary Results of the Repositioning Campaign
By: Alvin J. Silk and Lisa Klein Pearo
Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. View Details
Keywords: Product Positioning; Marketing Strategy; Advertising Campaigns; Food and Beverage Industry
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (B): Preliminary Results of the Repositioning Campaign." Harvard Business School Case 596-085, March 1996. (Revised October 1997.)