Underdog Brand Building - Publications - Faculty & Research

10 Dec 2014
News

Front-Row Seat

events (some held in conjunction with the Aspen Institute) build brand awareness and attract sponsorships, contributing just shy of 15 percent to the bottom line. Last year, TheAtlantic.com won a National... View Details

Keywords: Julia Hanna; digital media; Corporate, Subsidiary, and Regional Managing Offices; Management

19 Jan 2011
First Look

First Look: Jan. 18

eight early "ecocity" projects to begin to identify success factors in this emerging industry. Ecocities, for the most part, are viewed as a means of mitigating threats to the natural environment while creating urban living capacity by combining principles of... View Details

Keywords: Sean Silverthorne

01 Sep 2009
News

E Ink’s Wild Ride

Chappell Russ Wilcox (MBA ’95) was two years out of HBS, married to classmate Gina Wilcox and working as a strategy consultant following a stint as a product manager at a Boston-area technology firm. But he had always wanted to launch and View Details

Keywords: Julia Hanna; e-books; e-reading; News, Library, Internet, and Other Services; Information; Computer and Electronic Product Manufacturing; Manufacturing

15 Sep 2009
First Look

First Look: September 15

standard preferences and show that the endogenous structure of the network is conducive to sharing by a significant number of peers, even if sharing is costlier than freeriding. We build on this model of p2p to analyze the optimal... View Details

Keywords: Martha Lagace

01 Jun 2006
News

India Arrives

the leadership talent and expertise required to build an organization. “There is a worldwide acceptance of Indian goods and services,” he remarks. “The challenge is to think big and achieve scale. We need global Indians who have been... View Details

Keywords: Julia Hanna

10 Mar 2017
News

The Business of Lego Batman

going to impact their brand in a major way. And so certainly the business issues come into play. Hanna: You've worked on a number of different projects. You have the Lego franchise, and then you have a movie like It, which is a little bit... View Details

Keywords: LEGO; Lego

21 Feb 2017
First Look

First Look at New Research: February 21

B2C and B2B methods. But in seeking to grow and scale the business, they now must make decisions about the relative emphasis on building their consumer brand or its B2B partnerships as well as the... View Details

Keywords: Carmen Nobel

01 Sep 2022
News

Your Family, Your Work, Your Way

really want to go with my career? How do I approach this new hybrid work environment, whether I’m working remote, in person, some combo, whether my colleagues are how do I do that effectively? How do I think about reforging some of those connections with other working... View Details

16 Dec 2020
Blog Post

Alumni on the Black Lives Matter Movement

million in cash and $5 million in media assets, will focus on six areas identified with the help of community leaders and Celtics players: equity in education, economic opportunity and empowerment, equity in health care, criminal and law enforcement, breaking down... View Details

12 Apr 2010
Research & Ideas

One Report: Better Strategy through Integrated Reporting

companies a clear view of risks to and opportunities in their own strategy. Second, One Report speaks with one voice to all stakeholders, who can even engage with the company via Web 2.0 tools and technologies. One Report is thus an essential element of demonstrating... View Details

Keywords: by Martha Lagace

20 Feb 2008
First Look

First Look: February 20, 2008

of the development was strong, with the exception of the art museum, which posted losses. Also, the branding efforts by Mori were at odds with other tenants and he needed to manage "the town." Lastly, another competing... View Details