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Show Results For
- All HBS Web
(7,959)
- People (24)
- News (1,720)
- Research (5,446)
- Events (9)
- Multimedia (148)
- Faculty Publications (3,944)
- Article
Long Term Impact of Promotion and Advertising on Consumer Brand Choice
By: Carl Mela, Sunil Gupta and Donald R. Lehmann
Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers
Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association.)
- 15 May 2007
- Working Paper Summaries
I’ll Have the Ice Cream Soon and the Vegetables Later: Decreasing Impatience over Time in Online Grocery Orders
- July 2009
- Article
Bad Riddance or Good Rubbish? Ownership and Not Loss Aversion Causes the Endowment Effect
By: C. K. Morewedge, L. L. Shu, D. T. Gilbert and T. D. Wilson
People typically demand more to relinquish the goods they own than they would be willing to pay to acquire those goods if they didn't already own them (the endowment effect). The standard economic explanation of this phenomenon is that people expect the pain of... View Details
Morewedge, C. K., L. L. Shu, D. T. Gilbert, and T. D. Wilson. "Bad Riddance or Good Rubbish? Ownership and Not Loss Aversion Causes the Endowment Effect." Journal of Experimental Social Psychology 45, no. 4 (July 2009): 947–951.
- August 2010 (Revised May 2015)
- Teaching Note
Bank of America: Mobile Banking and Bank of America: Mobile Banking (Abridged)
By: Sunil Gupta
Teaching Note for 510063 and 512082 View Details
- 01 Jun 2017
- News
Ink: Home Cooking, Secure Retirements, and Restoring Humanity to Finance
the Bible, and Wheel of Fortune. Here, just two of the artists, philosophers, fictional characters, and others who make cameo appearances in this guide to finance View Details
- Web
Guiding Principles for Conscious and Inclusive Description | Baker Library
now described fully.When describing or cataloging original materials for the first time, staff choose terms and subjects that describe the collections as we perceive them. We do our best to describe the collections accurately, fairly,... View Details
- June 2015 (Revised January 2016)
- Case
To Buy or What to Buy: Your First Home
By: Charles F. Wu, Steven Hirsch, Beatrice Liem, Kevin Ryan and Derrick Snyder
Peter and Kate Rose are a young couple looking to buy their first home in the Boston area. They have narrowed down a target list to three homes, but are also considering whether it makes sense to buy a home in the first place. They must make decisions regarding which... View Details
Keywords: Real Estate; Real Assets; Investing; Personal Investing; Brokerage; Housing; Property; Private Ownership; Investment; Real Estate Industry; United States; Boston; New England; Massachusetts; North America
Wu, Charles F., Steven Hirsch, Beatrice Liem, Kevin Ryan, and Derrick Snyder. "To Buy or What to Buy: Your First Home." Harvard Business School Case 215-080, June 2015. (Revised January 2016.)
- 22 Sep 2021
- Blog Post
Student Spotlight: Jesse Lou (MBA 2022) – Working to Change the Food System
Jesse Lou (MBA 2022) reflects on his decision to come to HBS, what motivates him to make a difference in the world by using technology to build a more sustainable food system, View Details
- 17 Nov 2020
- Blog Post
Partners and Families Are an Integral Part of the MBA Experience
few years even beyond HBS. Once he committed to HBS, Lauren and John decided to make Boston their home in the long term. This decision did not come easy as Lauren had to jump... View Details
- February 1999 (Revised July 2004)
- Case
Life as a Minor League CEO Frank Burke and The Chattanooga Lookouts
By: Stephen A. Greyser and Kirk A. Goldman
A "slice of life" depiction of the range of issues and activities experienced by Frank Burke (HBS MBA 1987), the president of a minor league baseball team (the Chattanooga Lookouts). Raises questions of the applicability of MBA skills in this role and the "quotient of... View Details
Keywords: Happiness; Managerial Roles; Entrepreneurship; Business or Company Management; Marketing; Cost Management; Cost vs Benefits; Operations; Sports; Business Education; Sports Industry; Tennessee
Greyser, Stephen A., and Kirk A. Goldman. "Life as a Minor League CEO Frank Burke and The Chattanooga Lookouts." Harvard Business School Case 599-029, February 1999. (Revised July 2004.)
- 16 Feb 2021
- Blog Post
The Rise of The Sixes: Interview with CEO and Founder Franci Girard
Picture yourself in the 4th grade. Are you looking up at your teacher as you hand in your math worksheet? Standing on your tip toes to reach the breakfast cereal? Franci Girard (MBA 2016) wasn’t. In the 4th grade, Girard hit her growth spurt View Details
- 25 Apr 2014
- Research & Ideas
To Pay or Not to Pay: Argentina and the International Debt Market
and on future restructurings in general. In the current global environment, where trouble in emerging market economies is setting off worldwide alarms and stock market unease, is Argentina setting precedents... View Details
Keywords: by Laura Alfaro
- December 2004
- Article
A Multinational Perspective on Capital Structure Choice and Internal Capital Markets
By: Mihir A. Desai, C. Fritz Foley and James R. Hines Jr.
Desai, Mihir A., C. Fritz Foley, and James R. Hines Jr. "A Multinational Perspective on Capital Structure Choice and Internal Capital Markets." Journal of Finance 59, no. 6 (December 2004): 2451–2488. (Revised version of NBER Working Paper 9715.)
- 15 May 2020
- Research & Ideas
Find Your Pragmatic Path through Radical Uncertainty
the future. Process planning and scenario planning make more sense than fixed projections because they focus on answerable questions. What is required to remain solvent per month? What startup costs will be... View Details
- 21 Jun 2024
- News
Nvidia’s Stunning Rise Offers Flashbacks to Cisco and the Dotcom Era
- 1972
- Chapter
Optimal Utilization of Market Forecasts and the Evaluation of Portfolio Performance
By: Michael Jensen
Keywords: Investment Portfolio; Financial Markets; Forecasting and Prediction; Performance Evaluation
Jensen, Michael. "Optimal Utilization of Market Forecasts and the Evaluation of Portfolio Performance." In Mathematical Methods in Finance, edited by G. P. Szego and Karl Shell. North-Holland Publishing Company, 1972.
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- April 2008
- Teaching Note
TerraCog Global Positioning Systems: Conflict and Communication on Project Aerial (Brief Case)
By: Michael Beer and Sunru Yong
Teaching note to case #2184 View Details