Publications

01 Dec 2008
News

Designing Change

employment at Muzak since it raised all of the questions about ‘elevator music.’ Suddenly, the excitement of the new brand and the new story had become almost viral. We wanted everyone to know where we worked and how lucky we were to work... View Details

Keywords: Julia Hanna

02 Mar 2015
Research & Ideas

‘Retail Revolution’ Excerpt: The Scale of the Ecommerce Threat

book excerpt The Scale Of The Threat From Retail Revolution: Will Your Brick-and-Mortar Store Survive? By Rajiv Lal, José B. Alvarez and Dan Greenberg After years against the ropes, many retailers are fighting out of the corner: revisiting store layouts and shifting... View Details

Keywords: Re: Rajiv Lal; Retail

29 Apr 2013
Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

Boston College's greatest marketing campaign lasted about six seconds. It's called the "Flutie Effect." In a 1984 game against the University of Miami, BC quarterback Doug Flutie threw a last-second "Hail Mary" pass 48 yards that was miraculously... View Details

Keywords: by Sean Silverthorne; Education; Advertising; Sports

Career Coach

Connie Walsh

team for $5B Staples Brands Group at Staples, Inc. She was responsible for marketing & developing product lines and brands across retail, contract, online and catalogue businesses and for the packaging... View Details

Keywords: Consumer Products; Retail; Social Enterprise; Technology

May 2011 (Revised March 2012)
Case

Nanda Home: Preparing for Life after Clocky

By: Elie Ofek and Jill Avery

Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding the future of her nascent company. As sales of Clocky show signs of declining, she must decide whether to... View Details

Keywords: Brands and Branding; Management; Electronics Industry

Profile

Rocio Parra

term, I'm looking forward to working in an operational role where I get to share in the management of a brand and strategy execution. I look forward to both the analytical and creative aspects of my job as an associate marketing manager.... View Details

Keywords: Retail

April 1994
Supplement

Planet Reebok (B)

Supplements Planet Reebok (A). View Details

Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom

April 1994 (Revised March 1997)
Case

Planet Reebok (A)

Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The... View Details

Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom

September 2018
Teaching Note

The Reputation of the 'World's Most Prestigious Award': The Nobel Prize

By: Stephen A. Greyser and Mats Urde

A comprehensive treatment of classroom use of the case on issues affecting the reputation of the Nobel Prize (9-919-401). These encompass a global outreach initiative, the variety of entities that speak for the Prizes, the impact of new high-value awards, and a... View Details

Keywords: Nobel Prize; Reputation; Brands and Branding

August 1994 (Revised May 1997)
Case

Sony Corporation: The Walkman Line

Explores how Sony manages its Walkman line in both the domestic (Japanese) and Western markets. Describes a simple target costing system, a simple Japanese cost accounting system, and the management of product proliferation. View Details

Keywords: Cost Accounting; Brands and Branding; Consumer Products Industry; Japan

Career Coach

Nicole Ledoux

Nicole (HBS '08) is Co-founder/CEO of 88 Acres, a Consumer Products company in the Natural Food space. She has experience in brand building, business development, new product launch, fundraising & financing as well as manufacturing.... View Details

Keywords: Consumer Products; Entrepreneurship; Investment Management; Financial Services (All)

January 2011
Supplement

Interview with John Smith, CEO, BBC Worldwide

In an interview conducted by Professor John Quelch, Harvard Business School, October, 2007, BBC Worldwide CEO, John Smith, discusses formation of BBC Worldwide's Global Strategy Plans. View Details

Keywords: Brands and Branding; Global Strategy; Media and Broadcasting Industry

1976
Book

Interbrand Choice, Strategy and Bilateral Market Power

By: M. E. Porter

Keywords: Marketing Strategy; Brands and Branding

Find at Harvard

19 Jan 2017
Cold Call Podcast

Can Wynton Marsalis and Lincoln Center Save Jazz Music?

Keywords: Re: Rohit Deshpande; Music

December 2018
Teaching Note

The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

By: Stephen A. Greyser and Mats Urde

A classroom guide to teaching the case, “The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize” (HBS No. 5-919-410). A fictional case protagonist must present his evaluation to the Nobel Foundation of the scandal affecting one of the Nobel... View Details

Keywords: Nobel Prize; Swedish Academy; Scandal; Reputation; Brands and Branding; Crisis Management

May 1990
Case

PepsiCo and Madonna

In 1989, PepsiCo withdrew an advertising campaign featuring Madonna following complaints from religious groups regarding the content of a Madonna video. View Details

Keywords: Ethics; Religion; Advertising Campaigns; Brands and Branding; Food and Beverage Industry; United States