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18 Dec 2012
First Look

First Look: December 18

Cialis's hard-won brand equity with physicians and patients? With the final stages of clinical trials for the new indication, benign prostatic hyperplasia (BPH), soon to be carried out, the team had to make a decision soon. On its face,... View Details

Keywords: Carmen Nobel

03 Mar 2008
First Look

First Look: March 4, 2008

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=708429 MINI USA: Finding a New Advertising Agency (A) Harvard Business School Case 508-041 Selling an intangible like advertising services is a difficult task. The first step is to understand how View Details

Keywords: Martha Lagace

14 Jan 2014
First Look

First Look: January 14

Square' Strategy As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A... View Details

Keywords: Sean Silverthorne

18 Sep 2007
First Look

First Look: September 18, 2007

managing relationships with audiences and advertisers. Provides unique insights into the launch of a network—a rare enterprise—and the associated marketing and branding campaign. Also contains rich television ratings data that can form... View Details

Keywords: Martha Lagace

27 Sep 2011
First Look

First Look: September 27

but impressive digital empire, riding waves of viral content. CEO Ben Huh prided himself on his ability to go from idea to implementation in just a few days, but this just-in-time method made strategic planning difficult. Profitable from day one and with $5 million of... View Details

Keywords: Sean Silverthorne