Publications

Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

May 2022
Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States

28 Oct 2015
Research & Ideas

A Dedication to Creation: India's Ad Man Ranjan Kapur

advertising is a people and communications business, so why wouldn’t you hire people with proficiency in local languages instead of English? I think that was a leftover from the British Raj. The Indian culture was still very fascinated by... View Details

Keywords: by Sean Silverthorne; Advertising

9 AM – 5 PM EST, 12 Feb 2022
Virtual Programming

31st Women In Business Conference: Building a Successful Life

We are thrilled to invite you to the 31st Annual Dynamic Women in Business Conference. The conference provides an exciting opportunity to forge new connections while learning from the experiences of all our speakers and each other. The theme of the conference is... View Details

May 2011 (Revised January 2013)
Case

Nike Football: World Cup 2010 South Africa

By: Elie Ofek and Ryan Johnson

Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details

Keywords: Digital Marketing; Business Divisions; Communication; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Launch; Planning; Competition; Apparel and Accessories Industry; South Africa

July 2008 (Revised February 2009)
Supplement

(PRODUCT) RED (B)

By: Youngme E. Moon, Michael I. Norton and David Chen

Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives. View Details

Keywords: Communication; Brands and Branding; Marketing Strategy; Social Marketing; Partners and Partnerships; Social Enterprise; Africa

01 Aug 2017
First Look

First Look at New Research and Ideas, August 1

Brand (in)fidelity: When Flirting with the Competition Strengthens Brand Relationships By: Consiglio, I., D. Kupor, F. Gino, and M.I. Norton Abstract—We document the existence and consequences of View Details

Keywords: Sean Silverthorne

October 2014
Article

Making Charity Pay

By: Michael I. Norton and Jill Avery

Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals, leading many companies to conclude,... View Details

Keywords: Philanthropy; Charitable Giving; Charity; Philanthropy and Charitable Giving; Advertising; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States

Read Now

19 Apr 2011
First Look

First Look: April 19

elaborate geysers with Diet Coke as their main ingredient, were among the most viewed online videos at the time but were not initially sanctioned by the company. Donnelly knew that opening up the brand to creative consumers was necessary,... View Details

Keywords: Sean Silverthorne

04 Apr 2008
What Do You Think?

Who Owns Intellectual Property?

Summing Up Is intellectual property becoming community property? Is a new generation of users and consumers of intellectual property produced by new technologies bringing totally different assumptions and attitudes to bear on its... View Details

Keywords: by Jim Heskett

25 Jun 2019
Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

cultivate, support, or even just observe their fan groups stand to gain valuable insights and build loyalty at a much lower cost." In a new working paper, Why Do User Communities Matter for Strategy?, Nagle and Shah discuss the... View Details

Keywords: by Danielle Kost

Ricardo Claro

Keywords: Shipping

May 2022 (Revised June 2024)
Case

LOOP: Driving Change in Auto Insurance Pricing

By: Elie Ofek and Alicia Dadlani

John Henry and Carey Anne Nadeau, co-founders and co-CEOs of LOOP, an insurtech startup based in Austin, Texas, were on a mission to modernize the archaic $250 billion automobile insurance market. They sought to create equitably priced insurance by eliminating pricing... View Details

Keywords: AI and Machine Learning; Technological Innovation; Equality and Inequality; Prejudice and Bias; Growth and Development Strategy; Customer Relationship Management; Price; Insurance Industry; Financial Services Industry

Jacob Cook is a Lecturer in the Marketing Unit at Harvard Business School, where he teaches the EC course Digital Marketing & AI Workshop. His work focuses on how companies design and scale customer acquisition and retention strategies using digital marketing,... View Details

May 1998
Background Note

Note on the Retailing Industry

By: David E. Bell and Ann Leamon

Presents a survey discussion of retailing and current issues. Examines the impact of changing consumer attitudes on the industry and outlines the industry's response: consolidation, adoption of technology, use of brands and private labels, and changing relationships... View Details

Keywords: Transformation; Debates; Customers; Surveys; Partners and Partnerships; Attitudes; Adoption; Consolidation; Retail Industry

June 2011
Background Note

It's a Social World

By: Stephen P. Bradley and Nancy Bartlett

Social media had fashioned the lives of individuals and communities by 2010, providing an opportunity and a challenge for companies of all sizes. This note provides background on various social media (e.g. social networks, forums, games and communication services) and... View Details

Keywords: Customer Relationship Management; Brands and Branding; Marketing Strategy; Media; Service Operations; Sales; Opportunities; Corporate Strategy; Web

2011
Working Paper

Managing Political Risk in Global Business: Beiersdorf 1914-1990

By: Geoffrey Jones and Christina Lubinski

This working paper examines corporate strategies of political risk management during the twentieth century. It focuses especially on Beiersdorf, a German-based pharmaceutical and skin care company. During World War I the expropriation of its brands and trademarks... View Details

Keywords: History; Risk Management; Business History; Multinational Firms and Management; Corporate Strategy; Intellectual Property; Cooperation; Business and Government Relations; Germany