Branding - Publications - Faculty & Research

31 Aug 2010
First Look

First Look: August 31

and mission to provide its guests and employees an enhanced brand experience. The dilemma Atlantis faced was how to integrate the new vision and mission into all the brand touch points in order to improve... View Details

Keywords: Sean Silverthorne

16 Apr 2001
Research & Ideas

Making the Most of Government Upheaval

related businesses in the local market or even in other countries. Stage III: Acquisition of New Capabilities. Becoming increasingly sophisticated as they competed with larger foreign rivals, the firms developed new capabilities in areas such as customer service,... View Details

Keywords: by Nancy O. Perry

30 Oct 2018
First Look

New Research and Ideas, October 30, 2018

ready for bots to become the face of its brand to its prospective customers? Purchase this case:https://hbsp.harvard.edu/product/518067-PDF-ENG Harvard Business School Case 318-114 Verizon 2018 In 2018, CEO Lowell McAdam led efforts to... View Details

Keywords: Dina Gerdeman

20 May 2008
First Look

First Look: May 20, 2008

Aakash's strength, and Patel has read that a strong finance person can help position a company for success. The company has recently experienced significant growth due to a new program of branded oils, and Patel is worried that the... View Details

Keywords: Martha Lagace

24 Apr 2018
First Look

First Look at New Research and Ideas, April 24, 2018

sampling channel and by decreasing returns; and (4) amplify these demand and operational benefits in dealing with customers who have the most acute need for the firm’s products. Moreover, the effects we document strengthen with time as showrooms contribute not only to... View Details

Keywords: Sean Silverthorne

12 Jan 2010
First Look

First Look: Jan. 12

their portfolio of brands. Results show firms shifting display promotions away from smaller revenue brands toward larger ones following periods of poor financial performance. This indicates the behavior is determined by parties above... View Details

Keywords: Martha Lagace

10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

consumers to vote also engenders brand loyalty by giving users more of a sense of ownership over products. Once a company opens those floodgates, however, they are essentially making a series of promises with consumers, whether they know... View Details

Keywords: by Michael Blanding; Advertising

08 Jan 2007
What Do You Think?

Neuro Economics: Science or Science Fiction?

straightforward considerations are best answered in the conscious portion of the brain, presumably after considerable conscious thought. Work in neuro marketing at Ludwig-Maximilians University in Munich now claims that strong brands... View Details

Keywords: by Jim Heskett

09 Sep 2024
HBS Case

McDonald’s and the Post #MeToo Rules of Sex in the Workplace

drive-through restaurant with low prices that appealed to working-class families. “The company has built its brand around family dining, so that is especially important to its culture,” explains Paine. Despite its ubiquity, McDonald’s... View Details

Keywords: by Avery Forman; Food & Beverage

October 2019
Case

GRIT Fitness

By: Lynda M. Applegate and Olivia Hull

In December 2018, GRIT Fitness was a growing chain of boutique fitness studios offering a variety of workout classes, including weightlifting, high intensity interval training, and cardio dance. With 400 members and three Dallas studios, CEO Brittani Rettig believed... View Details

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12 Jun 2012
First Look

First Look: June 12

partners, entitling them to provide their own ideas, often on company channels. They can create content and act as brand ambassadors, thought leaders, and storytellers. Intentionality enables leaders and employees to derive strategically... View Details

Keywords: Sean Silverthorne

22 Dec 2009
First Look

First Look: Dec. 22

supplement: http://cb.hbsp.harvard.edu/cb/product/310047-PDF-ENG VF Brands: Global Supply Chain Strategy Gary P. Pisano and Pamela AdamsHarvard Business School Case 610-022 This case examines VF Brands global supply chain strategy.... View Details

Keywords: Martha Lagace

24 Aug 2009
Research & Ideas

SuperCorp: Values as Guidance System

greater contact across the value chain and especially with end users builds the company brand and triggers opportunities for innovation. Rationale for thinking long-term. Sustainability is more than a buzzword for vanguard companies, and... View Details

Keywords: by Rosabeth Moss Kanter

February 2021 (Revised March 2022)
Case

TikTok in 2020: Super App or Supernova?

By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien

TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors... View Details

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05 Jun 2012
First Look

First Look: June 5

operations like it did in India; launched a unified brand across the continent; and culturally integrated with its new environment. Key business metrics, including profit margins and market share, are showing early signs of improvement.... View Details

Keywords: Sean Silverthorne

11 Jul 2006
First Look

First Look: July 11, 2006

the following century. Firms employed marketing and marketing strategies to diffuse products and brands internationally despite business, economic, and cultural obstacles to globalization. The process was difficult and complex. The... View Details

Keywords: Sean Silverthorne

22 Sep 2003
Research & Ideas

How Businesses Can Respond to AIDS

out of efficiency, cost, and risk mitigation issues. The elements are interdependent, yet not all stakeholders face the same image and branding exposure. Supply chains also translate to attenuated control; that is, your company can exert... View Details

Keywords: by Martha Lagace

09 Mar 2020
Research & Ideas

Warring Algorithms Could Be Driving Up Consumer Prices

demand for the various allergy products, which included several brands and package quantities, while modeling algorithmic price competition by the firms. When compared with a simulation in which each firm exhibited traditional (symmetric)... View Details

Keywords: by Kristen Senz; Retail

10 Apr 2006
Research & Ideas

Lessons from the Browser Wars

the brand choice made by users, "distribution played a larger role than did technical progress in determining the market outcomes," the scholars conclude in the paper "Economic and Technical Drivers of Technology Choice:... View Details

Keywords: by Sara Grant; Computer; Consumer Products; Technology

01 Dec 2003
Research & Ideas

Sometimes Success Begins at Failure

that eventually resulted in a historic windfall for the drug maker soon after it began marketing UK-92,480 under the brand name Viagra. Pfizer was able to develop and launch a wildly successful and profitable new drug because it... View Details

Keywords: by Henry Chesbrough; Health; Pharmaceutical

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First Look: August 31

Making the Most of Government Upheaval

New Research and Ideas, October 30, 2018

First Look: May 20, 2008

First Look at New Research and Ideas, April 24, 2018

First Look: Jan. 12

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

Neuro Economics: Science or Science Fiction?

McDonald’s and the Post #MeToo Rules of Sex in the Workplace

GRIT Fitness

First Look: June 12

First Look: Dec. 22

SuperCorp: Values as Guidance System

TikTok in 2020: Super App or Supernova?

First Look: June 5

First Look: July 11, 2006

How Businesses Can Respond to AIDS

Warring Algorithms Could Be Driving Up Consumer Prices

Lessons from the Browser Wars

Sometimes Success Begins at Failure

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