Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results: (1,359) Arrow Down
Filter Results: (1,359) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (1,359)
    • People  (1)
    • News  (520)
    • Research  (684)
    • Events  (3)
    • Multimedia  (27)
  • Faculty Publications  (407)

Show Results For

  • All HBS Web  (1,359)
    • People  (1)
    • News  (520)
    • Research  (684)
    • Events  (3)
    • Multimedia  (27)
  • Faculty Publications  (407)
← Page 10 of 1,359 Results →
  • August 1978 (Revised October 1979)
  • Case

Grey Advertising/Canada Dry Account

After taking over Canada Dry's mixers account in 1966, Grey Advertising assembled a successful ad campaign that increased ginger ale sales significantly. But Canada Dry's market share for ginger ale and its other mixer products had remained the same or declined during... View Details
Keywords: Marketing Strategy; Consumer Behavior; Advertising Campaigns; Advertising Industry; Food and Beverage Industry
Citation
Educators
Purchase
Related
Ward, L. Scott. "Grey Advertising/Canada Dry Account." Harvard Business School Case 579-012, August 1978. (Revised October 1979.)
  • 19 Feb 2016
  • News

Can you change someone’s politics by talking to them for five minutes?

  • August 2024
  • Case

The Political Money Machine and Senator Cruz

By: Robert F. White and Jimena Marquez
This caselet explores campaign finance rules in U.S. elections, as illustrated through a fundraising memo for Senator Ted Cruz. View Details
Keywords: Political Elections; Governing Rules, Regulations, and Reforms; Communication; Public Administration Industry; United States
Citation
Educators
Purchase
Related
White, Robert F., and Jimena Marquez. "The Political Money Machine and Senator Cruz." Harvard Business School Case 825-055, August 2024.
  • 28 Sep 2017
  • News

An electoral French revolution

  • January 1991
  • Supplement

Volkswagen of America: Audi 5000 (B)

By: Stephen A. Greyser
Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration. View Details
Keywords: Advertising; Advertising Campaigns; Product Launch; Performance Evaluation; Auto Industry; United States
Citation
Find at Harvard
Related
Greyser, Stephen A. "Volkswagen of America: Audi 5000 (B)." Harvard Business School Supplement 591-066, January 1991.
  • February 2011 (Revised February 2012)
  • Case

Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
Citation
Educators
Purchase
Related
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
  • September 2014
  • Case

Crescent Pure

By: John A. Quelch and Alisa Zalosh
Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned... View Details
Citation
Educators
Purchase
Related
Quelch, John A., and Alisa Zalosh. "Crescent Pure." Harvard Business School Brief Case 915-539, September 2014.
  • 16 Dec 2015
  • News

Your grandmother was right. Slouching is bad for you–and maybe your career

  • March 2007 (Revised April 2007)
  • Case

McDonald's Corporation: Managing a Sustainable Supply Chain

By: Ray A. Goldberg and Jessica Droste Yagan
McDonald's seeks to learn from a successful response to Greenpeace's Amazon deforestation campaign in order to make its supply chain more socially and environmentally responsible. View Details
Keywords: Food; Supply Chain Management; Multinational Firms and Management; Corporate Social Responsibility and Impact; Environmental Sustainability; Management Systems; Food and Beverage Industry
Citation
Educators
Purchase
Related
Goldberg, Ray A., and Jessica Droste Yagan. "McDonald's Corporation: Managing a Sustainable Supply Chain." Harvard Business School Case 907-414, March 2007. (Revised April 2007.)
  • Article

The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment

By: Eva Ascarza, Raghuram Iyengar and Martin Schleicher
Facing the issue of increasing customer churn, many service firms have begun recommending pricing plans to their customers. One reason behind this type of retention campaign is that customers who subscribe to a plan suitable for them should be less likely to churn... View Details
Keywords: Churn/retention; Field Experiment; Pricing; Tariff/plan Choice; Targeting; Customer Relationship Management; Price; Performance Effectiveness
Citation
Find at Harvard
Read Now
Related
Ascarza, Eva, Raghuram Iyengar, and Martin Schleicher. "The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment." Journal of Marketing Research (JMR) 53, no. 1 (February 2016): 46–60.
  • 03 Nov 2016
  • Op-Ed

Forget About Making College Affordable; Make it a Good Investment

The August 2016 cover of Consumer Reports featured a striking quote by a 32-year-old nurse with $152,000 in student loans: “I kind of ruined my life by going to college.” While obviously an extreme case, her plight offered merely the latest example of media coverage... View Details
Keywords: by Joseph Fuller; Education
  • December 1992 (Revised June 1996)
  • Case

Siemens Corporation (A): Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States
Citation
Educators
Purchase
Related
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
  • 12 Jan 2015
  • Research & Ideas

Regulators Ease Up on Companies Generating Political Benefits

We all know how political influence works: company X donates money to politician Y, and then that pol leans on regulator Z to go easy on his new best friend. In economic parlance, that circle of back-scratching is known as "regulatory capture." Economists... View Details
Keywords: by Michael Blanding
  • 2013
  • Book

Porte à porte: Reconquérir la démocratie sur le terrain

By: Guillaume Liégey, Arthur Muller and Vincent Pons
From January to May 2012, campaign activists supporting François Hollande knocked at five millions doors, making this door-to-door effort the largest in Europe to date. This project was formed by Guillaume Liégey, Arthur Muller, and Vincent Pons, who had met at the... View Details
Keywords: Strategy; Political Elections; United States; Europe
Citation
Find at Harvard
Purchase
Related
Liégey, Guillaume, Arthur Muller, and Vincent Pons. Porte à porte: Reconquérir la démocratie sur le terrain. Calmann-Lévy, 2013, French ed.
  • Article

Orienteering for Electioneering

By: Jonah Kallenbach, Robert Kleinberg and Scott Duke Kominers
In this paper, we introduce a combinatorial optimization problem that models the investment decision a political candidate faces when treating his or her opponents’ campaign plans as given. Our formulation accounts for both the time cost of traveling between districts... View Details
Keywords: Political Elections; Resource Allocation; Time Management; Analysis
Citation
Read Now
Purchase
Related
Kallenbach, Jonah, Robert Kleinberg, and Scott Duke Kominers. "Orienteering for Electioneering." Operations Research Letters 46, no. 2 (March 2018): 205–210.
  • 02 May 2016
  • News

Why People Don’t Vote—and How a Good Ground Game Helps

  • 05 Aug 2015
  • News

Activist Investors Are Shaking Up Business Schools, Too

  • August 1988 (Revised November 1989)
  • Case

Reebok International Ltd.

By: John A. Quelch
Reebok executives are reviewing the company's advertising and promotion programs for the second half of 1988. These include sponsorship of the 1988 Summer Olympics and a rock concert tour organized by Amnesty International. In addition, Reebok is launching a new... View Details
Keywords: Marketing Strategy; Music Entertainment; Advertising Campaigns; Sports; Advertising Industry; Apparel and Accessories Industry; Sports Industry
Citation
Educators
Purchase
Related
Quelch, John A. "Reebok International Ltd." Harvard Business School Case 589-027, August 1988. (Revised November 1989.)
  • Article

All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity

By: Natalia Garbiras-Díaz and Mateo Montenegro
Can information and communication technologies help citizens monitor their elections? We analyze a large-scale field experiment designed to answer this question in Colombia. We leveraged Facebook advertisements sent to over 4 million potential voters to encourage... View Details
Keywords: Social Influence; Electoral Behavior; Election Outcomes; Economics; Economy; Governance; Government and Politics; Social Media; Social Marketing; Society; Political Elections; Advertising
Citation
Find at Harvard
Purchase
Related
Garbiras-Díaz, Natalia, and Mateo Montenegro. "All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity." American Economic Review 112, no. 8 (August 2022): 2631–2668.
  • 2016
  • Case

Advanced Leadership Pathways: Harvey Freishtat and Conversations about End-of-Life Care

By: Rosabeth Moss Kanter, Ai-Ling Jamila Malone and Oludamilola Aladesanmi
Former law firm chairman/CEO Harvey Freishtat was actively involved in the formation of The Conversation Project, a national public engagement campaign to promote earlier end-of-life care discussions among loved ones and then with providers to ensure that end-of-life... View Details
Keywords: Health Care Education; Health Care Reform; Health Care Policy; Health; Health Care and Treatment; Leadership; Health Industry
Citation
Purchase
Related
Kanter, Rosabeth Moss, Ai-Ling Jamila Malone, and Oludamilola Aladesanmi. "Advanced Leadership Pathways: Harvey Freishtat and Conversations about End-of-Life Care." Harvard Business Publishing Case 316-050, 2016. (Harvard Advanced Leadership Initiative.)
  • ←
  • 10
  • 11
  • …
  • 67
  • 68
  • →
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.