Marketing Communications - Publications - Faculty & Research

01 Oct 2001
News

HBS Press Books in Brief

Reichheld, maintains that it isn't new market forces that make loyalty so elusive in the digital arena — it's faulty leadership. Applying his breakthrough loyalty theories to the digital economy, the author shows that the Web can actually... View Details

Keywords: Publishing Industries (except Internet); Information; Management; Finance

01 Sep 2010
News

You’ve Been YouTubed

or not we’re active users of them. A new case coauthored by HBS marketing professor John Deighton and research associate Leora Kornfeld offers an object lesson in what that means for big, recognizable companies and their brands. “United... View Details

Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation

03 Sep 2024
Blog Post

Business of Animal Protection Club

Are you interested in connecting with other HBS MBA students dedicated to tackling climate change? Student Clubs are a vital part of the HBS Community experience that support the school's mission to educate leaders who make a difference... View Details

01 Jun 2018
News

Ink: Alumni Books and Recommendations

of male HBS grads to the executive office was not easy, but for women still unwelcomed above the glass ceiling in the ’70s, getting there was especially difficult. “She was one smart, sharp cookie,” says a classmate of Ellen Marram (MBA 1970), a View Details

01 Jun 2009
News

Entrepreneur’s Rwandan Start-Up Gets HBS Support

charity, to improving the well-being of communities in the developing world. SHE’s first spin-off venture addresses the widespread phenomenon of girls and women missing school or work when they are menstruating because they lack access to... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Social Assistance; Health, Social Assistance

05 Jun 2018
First Look

New Research and Ideas, June 5, 2018

facilitated by mechanisms of value recombining, temporal distancing, identity marking, and conceptual bridging and a second phase marked by a redefinition of market boundaries and facilitated by mechanisms of competitive set reclaiming... View Details

Keywords: Dina Gerdeman

05 Jul 2011
News

Driving Innovation

Stewart: Helping brands navigate the complexities of today’s media. Photo courtesy Bonita Stewart What can a high-flying, high-tech giant learn about marketing from an industry that is about as nuts-and-bolts as you can get? Plenty, if... View Details

Keywords: News, Library, Internet, and Other Services; Information

01 Jun 2024
News

Case Study: Ready for an Upgrade

Illustration by Alvaro Dominguez The Los Angeles–based startup Stell was borne of a pain point almost as old as recorded history itself: paperwork. One of Stell’s cofounders, Malory McLemore (MBA 2022), had landed a job as an engineer at Airbus after earning a... View Details

Keywords: Jen McFarland Flint; Computer Systems Design and Related Services; Professional Services

17 Mar 2015
Research & Ideas

Where Did My Shopping Mall Go?

is down, therefore basket size is down—so everybody in the mall is affected by traffic being down. If you have two or three major traffic-driving tenants in trouble, this affects the entire mall. This then creates a domino effect in the entire View Details

Keywords: by Sean Silverthorne; Retail

Web

1.3.4 Classroom Recording, Photography & Social Media | MBA

risk-taking to help students achieve deeper understanding and realize personal growth. Consistent with the School’s Community Values, all community members must work to create a learning environment of trust... View Details

Web

Drone Policy | About

interpretations published by the FAA and will update this policy accordingly. For obtaining aerial photography of HBS, you may consider contracting a manned rotorcraft (helicopter). Please contact HBS Marketing & View Details

26 Mar 2025
News

Alumni Explore a Changing Hong Kong; Meet the Leader: HBS Club of Singapore

cold-calling guests. “It was great,” says Chow. “It showed just how tight the HBS community is in Hong Kong as well, that we are comfortable enough to just call people to stand up and answer difficult questions. Michael Tien (MBA 1974),... View Details

Keywords: Margie Kelley

01 Mar 2005
News

Venture Capital’s Comeback

$18.9 billion in 2003, according to PricewaterhouseCoopers. From Boston to Silicon Valley, top firms are competing for deals again. And the initial public offering market — the favored exit for venture-capital investors — rallied last... View Details

Keywords: Roger Thompson; Securities, Commodities, and Other Financial Investments; Finance

01 Sep 2015
News

Case Studies for Your Commute

practice of management? These are a few of the questions that will be answered in the new HBS podcast Cold Call, available this month via iTunes. “We want this podcast to reflect what is unique and distinctive about HBS,” says Brian Kenny, the School’s chief View Details

Keywords: Dan Morrell

14 Nov 2012
Research & Ideas

New Agenda for Corporate Accountability Reporting

How do you measure corporate accountability? And can you do it credibly? Since the financial crisis of 2008-2009, for-profit corporations are facing greater demand to disclose more than revenues and expenses on annual financial reports. In response, some are pointing... View Details

Keywords: by Martha Lagace; Accounting; Energy; Utilities

15 Oct 2012
Research & Ideas

Why Business IT Innovation is so Difficult

innovation portrayed in the census data differed from what she had read in the press. "It was clear that firms were actually doing far less of it than you would think if you read the newspaper." The e-business that was being done among survey participants matched the... View Details

Keywords: by Maggie Starvish

17 Nov 2020
In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

communities in the United States and the world are experiencing very different realities as the year draws to a close. While you might have an idea you believe in, I would err on the side of humility and test if and where your ideas might... View Details

Keywords: by Danielle Kost; Retail

01 Jun 2020
News

Vital Signs

previous environment. So if we see a steeper recovery, and it becomes difficult for VCs to raise new funds, that impact on startup funding won’t happen for a while. What I'm hearing from the VC community is that they are operating... View Details

Keywords: Jen Mele; COVID-19; Ambulatory Health Care Services; Health, Social Assistance

01 Jan 2012
News

Andrew H. Tisch, MBA 1977

Co-Chairman, Loews Corporation Download Tisch profile (pdf) Return to Alumni Achievement Awards main page TIMELINE 1949 Born, Asbury Park, New Jersey 1971 Earns BS, Hotel Administration, Cornell University 1971 Joins Loews as Marketing... View Details

December 2004 (Revised May 2005)
Case

Nestle: Sustainable Agriculture Initiative

By: Forest L. Reinhardt

Swiss food giant Nestle attempts to improve the performance of its suppliers of agricultural commodities to raise quality, lower costs, and contribute to sustainable development. Its initiatives focus first on coffee, cocoa, and milk. Nestle managers assert that the... View Details