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Show Results For
- All HBS Web
(1,224)
- People (7)
- News (345)
- Research (607)
- Events (1)
- Multimedia (14)
- Faculty Publications (235)
- April 1998
- Case
E! Online (A): www.eonline.com
E! Online is the on-line brand extension of the cable-TV channel dedicated to entertainment news. E! Online must compete with other entertainment sites on the web, as well as create synergy between E! Online and E! Entertainment Television in order to build a... View Details
Keywords: Competition; Internet and the Web; Service Operations; Television Entertainment; Brands and Branding; Entertainment and Recreation Industry
Rayport, Jeffrey F., Carrie Ardito, and Dickson Louie. "E! Online (A): www.eonline.com." Harvard Business School Case 898-010, April 1998.
- May 2018
- Case
Environmental Platform LEEDership at USGBC
By: Michael W. Toffel, Timothy S. Simcoe and Aldo Sesia
By 2018, it was clear that U.S. Green Building Council (USGBC) had significantly contributed to the growth of green building and over its 25-year history had become a powerful brand in the construction sector with its Leadership in Energy and Environmental Design... View Details
Keywords: Environmental Sustainability; Standards; Business Model; Leadership; Problems and Challenges; Construction Industry; Green Technology Industry
Toffel, Michael W., Timothy S. Simcoe, and Aldo Sesia. "Environmental Platform LEEDership at USGBC." Harvard Business School Case 618-027, May 2018.
- June 2025
- Exercise
Full-Funnel Advertising on TikTok: An Experiment
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Exercise 525-066, June 2025.
- 28 Oct 2015
- News
A Dedication to Creation: India's Ad Man Ranjan Kapur
- 15 Nov 2012
- News
Vanguard Takes Aim at U.K. as Fees Replace Commissions
- 17 Jun 2015
- News
How Maria Sharapova Became the World’s Wealthiest Female Athlete
- 08 Oct 2015
- Blog Post
Why We Recruit: DaVita Healthcare Partners, Inc.
engaging with students and/or alumni at HBS?Over the years we have found that one-to-one outreach is our most successful recruiting tactic. The personal connection between our teammates and the students has really helped us not only build... View Details
Keywords: Health Care
- March 2024 (Revised April 2024)
- Case
Angel City Football Club: Scoring a New Model
By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
In January 2024, Kara Nortman, Julie Uhrman, and Natalie Portman, the founders of Angel City Football Club (ACFC) were developing the club’s first three-year strategic plan. Founded in 2020, ACFC had a star-studded investor group, including Portman and celebrities such... View Details
Keywords: Sports; Entertainment; Entrepreneurship; Brands and Branding; Venture Capital; Business Model; Corporate Strategy; Digital Marketing; Sports Industry; Entertainment and Recreation Industry; United States; California; Los Angeles
Rayport, Jeffrey F., Jennifer Fonstad, and Nicole Tempest Keller. "Angel City Football Club: Scoring a New Model." Harvard Business School Case 824-192, March 2024. (Revised April 2024.)
- 11 Jun 2025
- Blog Post
Alumni Career Video | Nicole Ledoux (MBA 2008)
an unexpected pivot from finance to entrepreneurship, launching the healthy snack brand 88 Acres with no background in the food industry. She reflects on the challenge of building a new network from scratch... View Details
- June 2025
- Exercise
Full-Funnel Advertising on TikTok: An Experiment (Solution)
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
- June 2025
- Supplement
Full-Funnel Advertising on TikTok: An Experiment
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- March 1998 (Revised November 1999)
- Case
USA TODAY Online
By: John A. Deighton and Anthony St. George
How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the... View Details
Keywords: Digital Marketing; Design; Profit; Revenue; Brands and Branding; Marketing Strategy; Internet and the Web; Information Industry
Deighton, John A., and Anthony St. George. "USA TODAY Online." Harvard Business School Case 598-133, March 1998. (Revised November 1999.) (request a courtesy copy.)
- 25 Jul 2011
- News
Under Armour's rookie strategy for endorsement deals
- May 2005 (Revised September 2005)
- Case
Gallardo's Goes to Mexico
By: Clayton M. Christensen
The theories of market segmentation and brand building in Chapter 3, What Products Will Customers Want to Buy? in The Innovator's Solution by Clayton Christensen and Michael Raynor suggest that when companies segment markets and build brands in ways that match how the... View Details
Keywords: Innovation Strategy; Marketing Strategy; Global Strategy; Brands and Branding; Segmentation; Food and Beverage Industry; United States; Mexico
Christensen, Clayton M. "Gallardo's Goes to Mexico." Harvard Business School Case 605-072, May 2005. (Revised September 2005.)
- 28 Mar 2018
- Blog Post
Event Planning for Recruiting Success - Part 1
Hosting a company recruiting event is a great way to build brand awareness and engage with HBS students. At the same time, we know that event planning requires a commitment from your team in preparing... View Details
Keywords: All Industries
- February 2005 (Revised April 2011)
- Case
Haier's U.S. Refrigerator Strategy
By: Pankaj Ghemawat, Thomas M. Hout and Jordan I. Siegel
Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a U.S. factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian... View Details
Keywords: Factories, Labs, and Plants; Global Strategy; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Competitive Strategy; Consumer Products Industry; China; United States
Ghemawat, Pankaj, Thomas M. Hout, and Jordan I. Siegel. "Haier's U.S. Refrigerator Strategy." Harvard Business School Case 705-475, February 2005. (Revised April 2011.)
- 24 Jul 2014
- Blog Post
Create a Content Marketing Strategy for your Talent Acquisitions Team
program and are building out a social media presence to support your branding efforts. But what strategy has been put in place to leverage that social media presence to attract the right talent? Creating a... View Details
- February 2001 (Revised December 2002)
- Case
Marshall Field and the Rise of the Department Store
By: Nancy F. Koehn
Analyzes Marshall Field's efforts to develop a market for mass retailing in late 19th-century Chicago. Examines Chicago's expansion in the 1860s and, within this context, how Field struck out on his own to, build a wholesale and retail business. Concentrates on the... View Details
Keywords: Fluctuation; Industry Growth; Corporate Strategy; Entrepreneurship; Brands and Branding; Society; Distribution Industry; Retail Industry; Chicago
Koehn, Nancy F. "Marshall Field and the Rise of the Department Store." Harvard Business School Case 801-349, February 2001. (Revised December 2002.)
- Research Summary
Consumer-Brand Relationships
Susan M. Fournier is conducting extensive research into the relationships consumers form with brands. Her work builds on the premise that, although marketers espouse the notion of relationships in current thought and practice, none have theoretically maximized the... View Details
- January 2024 (Revised May 2024)
- Case
Uncle Nearest: Creating a Legacy
By: Hise Gibson, Archie L. Jones, Nicole Gilmore and Ai-Ling Jamila Malone
Fawn Weaver, as a Black woman and industry outsider in a capital-intensive, highly regulated, competitive and male-dominated spirits industry, successfully overcame numerous obstacles to launch a premium American whiskey brand, Uncle Nearest in 2017, which became the... View Details
Keywords: Advertising; Business Startups; Customer Focus and Relationships; Decisions; Forecasting and Prediction; Age; Ethnicity; Gender; Entrepreneurship; Working Capital; Innovation Leadership; Innovation Strategy; Intellectual Property; Trademarks; Leadership Style; Growth and Development; Growth and Development Strategy; Product Marketing; Product Launch; Marketing Strategy; Mission and Purpose; Organizational Culture; Private Ownership; Performance Effectiveness; Strategic Planning; Problems and Challenges; Prejudice and Bias; Social Issues; Competition; Competitive Strategy; Expansion; Entrepreneurial Finance; Food and Beverage Industry; Tourism Industry; United States; Tennessee; France
Gibson, Hise, Archie L. Jones, Nicole Gilmore, and Ai-Ling Jamila Malone. "Uncle Nearest: Creating a Legacy." Harvard Business School Case 824-047, January 2024. (Revised May 2024.)