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All HBS Web
(1,914)
- News (331)
- Research (1,259)
- Events (9)
- Multimedia (25)
- Faculty Publications (842)
Robert E. (Ted) Turner
Taking over his father’s outdoor advertising company in 1963, he immediately began expanding it beyond its core billboard business, acquiring Atlanta television’s Channel 17. Securing programming from national networks, showing “light...
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Entertainment & Broadcast Media
- 28 Nov 2007
- Research & Ideas
B2B Branding: Does it Work?
ingredient brand. It makes zero sales to end consumers, yet Intel built a consumer demand pull for its chips that required every PC manufacturer to incorporate them and to advertise Intel Inside on their products and in their ads. Other...
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- 01 Jun 1997
- News
Carla Small
the internal whispers telling her that her real love centered on children and families, however, she moved to Chicago and began a promising career as an advertising executive at Leo Burnett, Inc. "It was a great experience," Small says,...
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Linda Goodspeed
- Web
Collection Areas | Baker Library
Baker Library include photographs, lithographs, engravings, and advertising trade cards and posters. Historic Industry & Trade Literature The historic industry and trade literature is a resource integral to tracing the development and...
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- Career Coach
Matt Spielman
Matt helped grow IAG Research, which became the arbiter of advertising effectiveness. IAG was acquired by Nielsen. Matt holds a B.A. in Economics from Columbia College and an M.B.A. from HBS. He earned his Executive Coaching...
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Harry Chandler
Times led all other American newspapers in advertising space and amount of classified ads. Under Chandler’s leadership, the Times was also the first newspaper in the country to establish a personnel department, and one of the first to...
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Keywords:
Publishing & Print Media
- September 1991 (Revised December 1991)
- Case
G. Heileman Brewing Co. (A): Power Failure At PowerMaster
In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol...
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Keywords:
Advertising Campaigns;
Ethics;
Lawfulness;
Brands and Branding;
Product Positioning;
Demand and Consumers;
Market Entry and Exit;
Food and Beverage Industry
Greyser, Stephen A. "G. Heileman Brewing Co. (A): Power Failure At PowerMaster." Harvard Business School Case 592-017, September 1991. (Revised December 1991.)
- 24 Jul 2000
- Research & Ideas
Global Brands: Connecting With Consumers Across Boundaries
products filling world markets, truly unique selling propositions—the staple of advertisers for decades—are now few and far between, according to Ingo Krauss. "The venerable USP [unique selling proposition] has become the unique...
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by James E. Aisner
- 01 Dec 2013
- News
14 for '14
author detailing his current four-year journey through all 54 African countries at Africa54.com "Consumers will acquire a greater appreciation of targeted, personal marketing. A growing number of advertisers will embrace online marketing...
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- 01 Jun 2015
- News
Screen Grab
shows on topics that many advertisers would find too edgy. How we consume TV, it seems, is changing what we consume, opening up new opportunities on the business and creative sides of an industry that hasn’t seen a similar degree of...
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Keywords:
Julia Hanna;
HBO;
Netflix;
Hulu;
Vimeo;
YouTube;
Telecommunications;
Information;
Arts, Entertainment
- Portrait Project
Jessica Decklinger
for commanding attention in just about any room. She never apologized for raising three kids on her own, or for becoming a successful advertising executive. She never apologized for teaching us to feel thankful. She never apologized for...
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- 01 Jun 2008
- News
This Site’s for You
submit your best guess about what’s taking place. While we were revamping the Web site, we didn’t stop at the homepage. One of our goals was to answer your frequently asked questions. When you click on the new About Us link, you can now get quick answers to questions...
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- January 2011 (Revised April 2012)
- Case
BBVA Compass: Marketing Resource Allocation
By: Sunil Gupta and Joseph Davies-Gavin
BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing...
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Keywords:
Advertising;
Resource Allocation;
Marketing Channels;
Marketing Strategy;
Performance Evaluation;
Banking Industry;
United States
Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096, January 2011. (Revised April 2012.)
- September 2010
- Case
NetApp
By: Das Narayandas and Elizabeth A. Kind
NetApp had undertaken an award-winning overhaul and upgrading of its channel strategy design that accounted for 46 percent of North America sales in 2006. Nonetheless, NetApp senior management announced they expected to grow revenue another 30% in fiscal 2007 with half...
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- 27 Apr 2020
- News
How Brands Unwittingly Fund Disinformation
Ernest Gallo
cooler, a new wine product, selling 2 million cases, and helping the company to exceed an estimated $1 billion in sales that same year. The commercial characters Gallo created to pitch his new wine cooler to the public, Frank Bartles & Ed Jaymes, became View Details
Keywords:
Food & Tobacco
- October 2021 (Revised March 2022)
- Supplement
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once...
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Keywords:
Artificial Intelligence;
Pricing;
Pricing Algorithm;
Pricing Decisions;
Pricing Strategy;
Pricing Structure;
Promotion;
Promotions;
Online Marketing;
Data-driven Decision-making;
Data-driven Management;
Retail;
Retail Analytics;
Price;
Advertising Campaigns;
Analytics and Data Science;
Analysis;
Digital Marketing;
Budgets and Budgeting;
Marketing Strategy;
Marketing;
Transformation;
Decision Making;
Retail Industry;
Italy
- 01 Dec 2017
- News
2017 in Media: Courting the Cord-Cutters
networks and radio stations. Linear programming won’t disappear—people will always want to watch sports content, for instance, in real time—but as most other content moves to an on-demand model, it will be difficult for advertisers to...
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- 01 Oct 2000
- News
Internet Tsunami
system, much more so than in the United States," the New York Times (June 7, 2000) reported. Merchants, ranging from toy stores to fishmongers, pay a monthly fee to access Rakuten's e-commerce software and customer database. Merchants also enjoy low-cost View Details
- 01 Dec 2005
- News
Style Check
Benetton Brain Trust: After learning at the knee of his father, Luciano, Alessandro is taking the family business forward. Working for his family’s company, whose colorful sportswear and controversial advertising made it a brand of...
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