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  • 2008
  • Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
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  • Web

Program for Research in Markets & Organizations - Doctoral

Program for Research in Markets & Organizations Explore Summer Research at HBS A 10-week program for undergraduates who wish to work closely with Harvard Business School faculty on research projects on topics ranging from business... View Details
  • 01 Aug 2008
  • Research & Ideas

Does Market Capitalism Have a Future?

In June, Professor Joe Bower (with fellow HBS professors Dutch Leonard, David Moss, and Lynn Paine) led an HBS faculty colloquium on "The Future of Market Capitalism." The HBS Alumni Bulletin spoke with Bower shortly after the... View Details
Keywords: by Garry Emmons
  • 17 Jun 2010
  • News

The Most Emerging of Emerging Markets

Keywords: Professor Tarun Khanna; Corporate Services; Colleges, Universities, and Professional Schools; Educational Services
  • Fast Answer

Music & Activism: Market Research Resources

Where can I find information to help me with my course work? Where can I find market research reports on target demographic groups? Mintel Reports on consumer attitudes toward industries by generation.
Passport Global... View Details
  • 10 Oct 2022
  • News

How to Get Empathetic Marketing Right

  • Web

Additional Archives - Creating Emerging Markets

institutional memory and periodically disseminates historical information about the institute to the IIMA community and the general public. It holds a large collection of physical and digitized documents related to the foundation and... View Details
  • 12 Jul 2018
  • News

In the Market for Environmental Change

responsible investing or social responsibility in all corporate affairs. That now lives under the rubric ESG-- Environment, Society, and Governance. “What we've seen in the financial community is, on the investment side, a growing... View Details
  • 03 Sep 2020
  • News

Marketing in the Age of Resistance

  • 11 Dec 2014
  • News

Defining the field of cause-related marketing

After being diagnosed with breast cancer at age 30, Amy Schiffman Langer (MBA 1977) left a career in investment banking to launch the National Breast Cancer Coalition and changed the way organizations raise awareness about important causes. (Published December 2014) View Details
  • April 1990 (Revised November 1992)
  • Case

Population Services International: The Social Marketing Project in Bangladesh (Abridged)

By: James E. Austin
Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an... View Details
Keywords: Conferences; Developing Countries and Economies; Information Publishing; Growth and Development Strategy; Marketing Strategy; Social Marketing; Agreements and Arrangements; Product; Nonprofit Organizations; Pharmaceutical Industry; Bangladesh; Washington (state, US)
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    Why You Aren’t Getting More from Your Marketing AI - HBR

    Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the... View Details

    • July 2015
    • Teaching Note

    CJ E&M: Creating a K-Culture in the U.S.

    By: Elie Ofek and Michael Norris
    This teaching note is intented to help instructors with running a class discussion for the case "CJ E&M: Creating a K-Culture in the U.S.". It contains several areas of analysis and discussion that provide guidance to instructors on how to use the case in order to... View Details
    Keywords: Global Marketing Strategy; Event Marketing; Marketing Plan; Marketing Culture; Marketing Strategy; Entertainment; Global Strategy; Culture
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    • December 2009
    • Article

    Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout?

    By: Felix Oberholzer-Gee and Joel Waldfogel
    Since the dawn of broadcasting, and especially in the past decade, Americans have turned their attention from local to more distant sources of news and entertainment. While the integration of media markets will raise the private welfare of many consumers, critics of a... View Details
    Keywords: Voting; Ethnicity; Behavior; Local Range; Journalism and News Industry; Media and Broadcasting Industry; United States
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    • Web

    Marketing Awards & Honors - Faculty & Research

    Gupta : Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion... View Details
    • 27 Feb 2017
    • Research & Ideas

    Reputation is Vital to Survival in Turbulent Markets

    businesses over the long run: companies such as Tata Group, founded in India in 1868, or Mexican bakery Grupo Bimbo, started in 1945. What sets these firms apart? What can leaders in developed markets learn from them? In the recent... View Details
    Keywords: by Sean Silverthorne
    • April 2022 (Revised July 2022)
    • Case

    Stalin’s Capitalists: American Business and Soviet Industrialization

    By: Jeremy Friedman, Jingyu Liu and Christine Riggle
    In the late 1920s and early 1930s when Joseph Stalin, leader of the world’s first Communist state, sought to industrialize his largely peasant country on an unprecedented scale, he turned for help to those who had the most experience constructing on such a scale:... View Details
    Keywords: Communism; Industrialization; Socialism; History; Industry Growth; Economic Systems; Soviet Union
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    • Web

    Lessons from History - Creating Emerging Markets

    and values of the company, but the broader business ecosystem in which it operated. This repository has since helped bolster the credibility of the company, and Pathare noted that the marketing teams at Godrej have become invested in... View Details
    • Web

    Hands-on Learning About Global Markets | MBA

    Hands-on Learning About Global Markets By Jennifer Gillespie on September 21, 2023 Share via Facebook Share via LinkedIn Print Share via email The challenge posed to students in HBS’s FIELD Global Capstone (FGC) course sounds a bit like a... View Details
    • Web

    Online Entrepreneurial Marketing Course | HBS Online

    This course is part of the Entrepreneurship & Innovation and Marketing track. Introduction to Entrepreneurial Marketing ENROLL NOW No application needed for our certificate programs. Start your journey... View Details