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  • December 2004 (Revised August 2005)
  • Exercise

Orientation to the Public Image Assessment Exercise

By: Robin J. Ely
The Public Image Assessment exercise acquaints students with the ideal images they hold of themselves, the actions they engage in to convey these images, and the benefits and costs of these behaviors to themselves and to others. Social psychologists call this process... View Details
Keywords: Reputation; Perception
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Ely, Robin J. "Orientation to the Public Image Assessment Exercise." Harvard Business School Exercise 405-057, December 2004. (Revised August 2005.)
  • April 2006
  • Teaching Note

Managing a Public Image (TN)

By: Robin J. Ely
Keywords: Public Relations Industry
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Ely, Robin J. "Managing a Public Image (TN)." Harvard Business School Teaching Note 406-099, April 2006.
  • 20 Jun 2005
  • Research & Ideas

Creating a Positive Professional Image

appearance, but how do you manage something like skin color? Roberts will present her research, called "Changing Faces: Professional Image Construction in Diverse Organizational Settings," in the October issue of the Academy of... View Details
Keywords: by Mallory Stark
  • August 1990
  • Case

NASA After Challenger: Restoring an Image

By: Stephen A. Greyser and Norman Klein
In the days following the loss of the space shuttle Challenger and its crew in January of 1986, NASA officials were unwilling to communicate with the media or the public. A siege mentality took hold, and the press and public responded with intense criticism and... View Details
Keywords: Communication Strategy; Policy; Business and Community Relations; Situation or Environment; Conflict Management
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Greyser, Stephen A., and Norman Klein. "NASA After Challenger: Restoring an Image." Harvard Business School Case 591-009, August 1990.
  • May 2014
  • Case

Goldman Sachs: Anchoring Standards After the Financial Crisis

By: Rajiv Lal and Lisa Mazzanti
Goldman Sachs, a longtime venerable financial institution headquartered in New York City, had a partnership culture that was known to value its clients. But when the financial crisis hit in 2008 and Goldman Sachs emerged relatively unscathed, its public image took a... View Details
Keywords: Brand Management; Public Image; Corporate Accountability; Reputation; Standards; Financial Crisis; Brands and Branding; Banking Industry; Financial Services Industry
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Lal, Rajiv, and Lisa Mazzanti. "Goldman Sachs: Anchoring Standards After the Financial Crisis." Harvard Business School Case 514-020, May 2014.
  • December 2004 (Revised April 2006)
  • Case

Managing a Public Image: Kevin Knight

By: Robin J. Ely and Ingrid Vargas
Kevin Knight recounts an uncomfortable situation he faced as an African-American student at Harvard Business School. Concerned with maintaining an image as a calm and rational person, he is appalled when he finds himself in a heated classroom exchange in defense of an... View Details
Keywords: Leadership; Ethnicity; Identity; Competency and Skills; Business Education
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Ely, Robin J., and Ingrid Vargas. "Managing a Public Image: Kevin Knight." Harvard Business School Case 405-053, December 2004. (Revised April 2006.)
  • December 2004 (Revised August 2005)
  • Case

Managing a Public Image: Sophie Chen

By: Robin J. Ely and Ingrid Vargas
Sophie Chen, an Asian-American MBA student at Harvard Business School, describes a professional situation in which she was unable to mentor a junior person effectively because she disapproved of the way her Asian-American mentee conformed to an ethnic stereotype.... View Details
Keywords: Leadership; Perception; Relationships; Diversity
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Ely, Robin J., and Ingrid Vargas. "Managing a Public Image: Sophie Chen." Harvard Business School Case 405-052, December 2004. (Revised August 2005.)
  • September 2019 (Revised June 2021)
  • Case

Dove and Real Beauty: Building a Brand with Purpose

By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details
Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation
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Kramer, Mark R., Myriam Sidibe, and Gunjan Veda. "Dove and Real Beauty: Building a Brand with Purpose." Harvard Business School Case 720-361, September 2019. (Revised June 2021.)
  • Article

National Image as a Competitive Disadvantage: The Case of the New Zealand Organic Food Industry

By: Geoffrey Jones and Simon Mowatt
This article examines why organic agriculture and food consumption developed more strongly in some countries than others between the 1970s and the 2000s. The focus is the limited growth of the New Zealand organic sector, which contrasts with countries such as Denmark,... View Details
Keywords: Industrial Organization; Chinitz; Agglomeration; Clusters; Cities; Mines; Political Economy; FDI; Agribusiness Industry; Agriculture; Agribusiness; Entrepreneurship; Business History; Agriculture and Agribusiness Industry; Food and Beverage Industry; Retail Industry; New Zealand; Denmark
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Jones, Geoffrey, and Simon Mowatt. "National Image as a Competitive Disadvantage: The Case of the New Zealand Organic Food Industry." Business History 58, no. 8 (2016): 1262–1288.
  • December 2004 (Revised April 2006)
  • Case

Managing a Public Image: Rob Thomas

By: Robin J. Ely and Ingrid Vargas
Rob Thomas describes some of the challenges he has faced as a white, middle-aged man who is managing director of a mid-size consulting firm where he is committed to increasing staff gender and racial diversity. Unwilling to risk the disapproval of any constituency,... View Details
Keywords: Leadership; Age; Race; Identity; Failure; Gender; Consulting Industry
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Ely, Robin J., and Ingrid Vargas. "Managing a Public Image: Rob Thomas." Harvard Business School Case 405-054, December 2004. (Revised April 2006.)
  • 02 Jul 2012
  • Research & Ideas

Why Good Deeds Invite Bad Publicity

Do companies with reputations for acting in socially responsible ways receive public goodwill when unpleasant news hits? The question of how much (or even if) corporate social responsibility (CSR) policies benefit companies beyond the... View Details
Keywords: by Michael Blanding; Energy
  • May 2018
  • Article

Incentives for Prosocial Behavior: The Role of Reputations

By: Christine L. Exley
Do monetary incentives encourage volunteering? Or, do they introduce concerns about appearing greedy and crowd out the motivation to volunteer? Since the importance of such image concerns is normally unobserved, the answer is theoretically unclear, and corresponding... View Details
Keywords: Incentives; Image Motivation; Volunteer; Prosocial Behavior; Altruism; Gender; Reputations; Motivation and Incentives; Behavior; Perception; Reputation
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Exley, Christine L. "Incentives for Prosocial Behavior: The Role of Reputations." Management Science 64, no. 5 (May 2018): 2460–2471.
  • October 2015 (Revised September 2016)
  • Technical Note

Flight: Now without Humans Aboard

By: Mitchell Weiss, Karim Lakhani, HT Kung and Kerry Herman
This note provides an overview of the unmanned aerial vehicles (UAVs, or drones) industry in September 2015. UAVs offered many potential applications in industries as diverse as aerial imaging and photography, agriculture, construction, infrastructure inspection and... View Details
Keywords: Public Entrepreneurship; Drones; Entrepreneurship; Business Startups; Product Design; Research and Development; Technological Innovation; Rights; Ethics; Strategy; Transportation Networks; Market Entry and Exit; Innovation and Management; European Union; Asia; United States
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Weiss, Mitchell, Karim Lakhani, HT Kung, and Kerry Herman. "Flight: Now without Humans Aboard." Harvard Business School Technical Note 816-045, October 2015. (Revised September 2016.)
  • November 2018 (Revised February 2019)
  • Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details
Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
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Ofek, Elie, and Sarah Gulick. "Israel at 70: Is it Possible to (re)Brand a Country?" Harvard Business School Case 519-006, November 2018. (Revised February 2019.)
  • January 2007 (Revised July 2007)
  • Case

Clear Channel Communications, Inc.

By: Felix Oberholzer-Gee and Carole Winkler
Discusses the rise of Clear Channel Communications, Inc. (CC) as the most important radio broadcasting company in the United States. While CC can look back on a glorious past, it faces a multitude of business issues: radio listenership is in decline, media deregulation... View Details
Keywords: History; Media; Performance Effectiveness; Public Opinion; Business and Government Relations; Media and Broadcasting Industry; United States
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Oberholzer-Gee, Felix, and Carole Winkler. "Clear Channel Communications, Inc." Harvard Business School Case 707-523, January 2007. (Revised July 2007.)
  • Article

Positioning The Nation State

By: John A. Quelch and Katherine E. Jocz
Having a clear, differentiated positioning gives a country an advantage in attracting investment, business and tourism, and in building markets for its exports. Countries like Greece, Spain and Chile are successfully repositioning themselves using coordinated marketing... View Details
Keywords: Sovereign Finance; Country; Product Positioning; Global Strategy; Government and Politics
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Quelch, John A., and Katherine E. Jocz. "Positioning The Nation State." Place Branding 1, no. 3 (2005): 229–237.
  • 13 Feb 2018
  • First Look

New Research and Ideas, February 13, 2018

appear prosocial and not to appear greedy—relates to individuals' volunteer reputations. Experimental results support this possibility. Individuals with past histories of volunteering are less responsive to image concerns if their... View Details
Keywords: Sean Silverthorne
  • spring 2007
  • Article

Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970

Around 1960, the first independent African nations emerged, marking the beginning of the momentous political event that, among other things, would change the visual representations and the copy of advertisements. Development, modernity, and industrialization became... View Details
Keywords: Advertising Campaigns; Developing Countries and Economies; Africa; Great Britain
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Decker, Stephanie. "Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970." Business History Review 81, no. 1 (Spring 2007): 59–86.
  • 26 Aug 2008
  • First Look

First Look: August 26, 2008

with studies of immigration's impact for the public sector of host countries. Download the paper: http://www.hbs.edu/research/pdf/09-013.pdf   Cases & Course MaterialsAbraaj Capital Harvard Business School Case 809-008 Abraaj Capital... View Details
Keywords: Sean Silverthorne
  • Research Summary

Corporate Reputation

By: Stephen A. Greyser
Stephen A. Greyser is undertaking an empirical analysis of corporate reputation based on interviews conducted by Opinion Research Corporation with more than four thousand executives in nineteen countries. His study is examining public awareness of, familiarity with,... View Details
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