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  • December 2004 (Revised October 2005)
  • Case

Hasbro Games -- POX (A)

By: David B. Godes and Elie Ofek
Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
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  • 11 Feb 2008
  • Research & Ideas

Does Democracy Need a Marketing Manager?

campaign tactics they drop out. There are structural reasons why we have arrived at this state of affairs, including "winner-takes-all" elections, a two-party system that offers limited choice, and the system of View Details
Keywords: by Sean Silverthorne
  • 31 Oct 2004
  • Research & Ideas

The New CEO’s Wrong Message

was largely a formality. The CEO saw it differently. He felt that the company's advertising had become stale and that a makeover should start right away—and this would most likely mean hiring a new agency. He put the marketing View Details
Keywords: by Michael E. Porter, Jay W. Lorsch & Nitin Nohria
  • June 2014
  • Article

Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak

By: Benjamin Edelman
Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details
Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry
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  • 06 Apr 2009
  • Research & Ideas

Cheers to the American Consumer

needs, design new products to solve customer problems, and motivate purchase through attractive pricing and heavy advertising, with the occasional dose of built-in obsolescence. An example is Intel's remarkably effective pull advertising... View Details
Keywords: by John Quelch
  • August 2020 (Revised January 2021)
  • Supplement

Facelift at Olay (B)

By: Sunil Gupta, Rajiv Lal and Olivia Hull
This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales. View Details
Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
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  • October 2021 (Revised March 2022)
  • Supplement

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; Retail Industry; Italy
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  • June 1999
  • Case

Major League Baseball--1999

By: Stephen A. Greyser and Elizabeth (Lisa) Smyth
Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details
Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment
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  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising... View Details
Keywords: by Sean Silverthorne
  • September 2022 (Revised November 2022)
  • Teaching Note

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli
Teaching Note for HBS Case No. 522-046. View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
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  • 11 Apr 2000
  • Research & Ideas

Financial Services 24/7

important issues to the fore. Wingspanbank is an Internet-only bank that markets itself with the claim, "If your bank could start over, this is what it would be." Created in a record four months and launched with a huge advertising View Details
Keywords: by Susan Young
  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
Related
  • May 2019
  • Teaching Note

JUUL and the Vaping Revolution

By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta
Teaching Note for HBS No. 619-006. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco
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  • 07 Jun 2016
  • Op-Ed

Can Brand Trump Win a Presidency?

than prospective, divisive rather than inclusive. It works mostly for older white men who are no longer enjoying the inside track in a more equal society. The Trump campaign m.o. is reminiscent of the description of Ed King's successful... View Details
Keywords: by John A. Quelch; Advertising; Advertising
  • 20 Jun 2011
  • Lessons from the Classroom

Fame, Faith, and Social Activism: Business Lessons from Bono

escalating, high-profile campaign against Third World debt, poverty, war and disease. “Any CEO who thinks his or her job is about maximizing shareholder value is living in the past.” Koehn, a Harvard Business School historian who has... View Details
Keywords: by Kim Girard; Entertainment & Recreation
  • 14 Jul 2015
  • First Look

First Look: July 14, 2015

we find that a candidate's own advertising is more effective than outside advertising, and that advertising and retail campaigning work more favorably towards Republican... View Details
Keywords: Sean Silverthorne
  • 23 Nov 2010
  • First Look

First Look: November 23

psychology and ethical decision making. Read the paper: http://www.francescagino.com/uploads/4/7/4/7/4747506/caruso_gino_cognition_2011.pdf The Design of Online Advertising Markets Author: Benjamin G. Edelman Publication: In The Handbook... View Details
Keywords: Sean Silverthorne
  • March 1996 (Revised November 1997)
  • Case

Dewar's (C): Exploring New Media Opportunities

By: Alvin J. Silk and Lisa Klein Pearo
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details
Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy
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  • 19 Feb 2019
  • First Look

New Research and Ideas, February 19, 2019

Abstract— We jointly examine the effects of television advertising and field operations in U.S. presidential elections, where the former is referred to as the “air war” and the latter as the “ground game.” Specifically, we look at how... View Details
Keywords: Sean Silverthorne

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