Publications
Publications
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- All HBS Web
(117,177)
- Faculty Publications (2,340)
- August 2008 (Revised July 2009)
- Case
Repositioning CARE USA
By: V. Kasturi Rangan and Katharine Lee
CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the... View Details
- 27 Jul 2008
- Conference Presentation
Curriculum 2.0
By: Anita Elberse
Keywords: Curriculum and Courses
- July – August 2008
- Article
Should You Invest in the Long Tail?
By: Anita Elberse
The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details
- June 2008 (Revised July 2009)
- Case
COFCO Xinjiang Tunhe Co., Ltd.
By: David E. Bell and Aldo Sesia
In 2005, COFCO Ltd., one of China's largest and most successful companies, acquired Xinjiang Tunhe, a tomato processing firm, which had been, in recent years, poorly managed. COFCO changed Tunhe's management team and set out to create a culture of professionalism and... View Details
- June 2008 (Revised November 2010)
- Teaching Note
Grand Central Publishing
By: Anita Elberse
Teaching Note for [508036]. View Details
Keywords: Publishing Industry
- June 2008 (Revised February 2011)
- Teaching Note
Maria Sharapova: Marketing a Champion (A) & (B)
By: Anita Elberse
Teaching Note for [507065] and [507066]. View Details
- 2008
- Chapter
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details
- Article
Business and Poverty: Opening Markets to the Poor
By: Djordjija B. Petkoski, V. Kasturi Rangan and William S. Laufer
- 2008
- Book
Business Market Management: Understanding, Creating, and Delivering Value
By: James C. Anderson, James A. Narus and Das Narayandas
For business-to-business marketing courses. The authors build the book around a framework of understanding, creating, and delivering value. View Details
- June 2008
- Supplement
PSI India -- Will Balbir Pasha Help Fight AIDS? (A) and (B), Supporting Video
By: Elie Ofek
- Summer 2008
- Article
Strategic Orientations in a Competitive Environment: Following the Road Not Taken
By: Rohit Deshpandé, Amir Grinstein and E. Ofek
- 2008
- Working Paper
The Future of Social Enterprise
By: V. Kasturi Rangan, Herman B. Leonard and Susan McDonald
The Future of Social Enterprise considers the confluence of forces that is shaping the field of social enterprise, changing the way that funders, practitioners, scholars, and organizations measure performance. We trace a growing pool of potential funding sources to... View Details
- Jun 2008
- Conference Presentation
The Impact of (Legal) Digital Distribution on Music Sales: Who Benefits?
By: Anita Elberse
- May 2008
- Teaching Note
Disney Consumer Products: Marketing Nutrition to Children (TN)
By: David E. Bell and Mary L. Shelman
Teaching Note for [507-006]. View Details
- May 2008
- Teaching Note
Vegpro Group: Growing in Harmony (TN)
By: David E. Bell and Mary L. Shelman
Teaching Note for [508-001]. View Details
- May 2008 (Revised July 2012)
- Teaching Note
PSI India -- Will Balbir Pasha Help Fight AIDS? (TN) (A) and (B)
By: Elie Ofek
Teaching Note for [507032] and [507058]. View Details
- May 2008
- Teaching Note
Hasbro Games -- POX (TN) (A) and (B)
By: Elie Ofek and David B. Godes
Teaching Note for [505046] and [505047]. View Details
- May 2008
- Conference Presentation
Strategic Marketing in Creative Industries
By: Anita Elberse
Keywords: Marketing Strategy
- May 2008
- Supplement
Hasbro Games -- POX (A) and (B), Supporting Video
By: Elie Ofek
The video contains advertisements and media related clips regarding the launch of Hasbro's POX handheld game. View Details