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Show Results For
- All HBS Web
(4,306)
- People (11)
- News (1,081)
- Research (2,526)
- Events (13)
- Multimedia (35)
- Faculty Publications (988)
- 30 Apr 2008
- Sharpening Your Skills
Sharpening Your Skills: Brand Management
Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions To Be Answered Does branding work for business-to-business marketing? Can individuals View Details
- 01 Sep 2024
- News
The Exchange: Lessons from the Edge
Khanna says. Their shared interest developed into the Creating Emerging Markets project, which launched in 2012 and includes a catalog of interviews with leaders from all over the developing world who have... View Details
- 23 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part Two
kitchen; Howard Schultz's early office was the prep room for his first café; and Michael Dell began assembling PCs in his college dorm room. How did they go from these beginnings to creating global organizations that became industry... View Details
Keywords: by Martha Lagace
- 11 Nov 2020
- Research & Ideas
How Hackathons Help Decide Platform Winners and Losers
competitive challenges facing software companies. Their market success depends largely on persuading the above-mentioned developers to write for their platforms. A new research paper suggests that the two sides can serve their own best... View Details
- 01 Jun 2014
- News
Faculty Q&A: The Cup Runneth Over
and so forth. The ever-intensifying social media buzz around the Cup can heighten interest and exposure, but it also can create a lot of distracting "noise" that marketers can't control. What's in it for... View Details
Keywords: Garry Emmons
- 09 Jun 2015
- Sharpening Your Skills
Sharpening Your Skills: Social Media
into creating the world's largest pop star? A case study by Anita Elberse examines the strategic marketing choices that created a global brand. To Read More: ARTICLES... View Details
- 01 Sep 2018
- News
Case Study: A Good Fit
employer would be interested. —Harry McCracken (AMP 114, 1994) A highly competitive market with one-year sales cycles on the one hand; a pilot customer in a less-competitive niche with a massive opportunity to View Details
Keywords: Jen McFarland Flint
- 23 Apr 2014
- HBS Case
Are Electronic Cigarettes a Public Good or Health Hazard?
the same time giving them cover against criticism by allowing them to point to "healthier alternatives" in their product portfolios. When entrepreneurs first created e-cigarettes and marketed them... View Details
- 16 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part One
each knew, not just intuitively, but strategically—and after a time, financially and organizationally—that they had to create a sustainable market for their offerings. If Wedgwood could parachute forward... View Details
Keywords: by Martha Lagace
- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
At last year's Grammy Awards, singer Pharrell Williams wore such an outlandish hat—a cross between Smokey the Bear's forest-brown lid and The Sorting Hat at Gryffindor—that it quickly received its own Twitter account. Then some marketing... View Details
- 24 Feb 2014
- Research & Ideas
Busting Six Myths About Customer Loyalty Programs
markets is a sector notorious for its lack of differentiation between players. Once location has played out its magic, retailers tend to get squeezed in a business characterized by the infernal duo of low margin and high fixed cost. In... View Details
- 01 Dec 2008
- News
Seth Klarman
the smartest people in the world who run the major Wall Street firms not understand that these products were toxic and end up getting caught with them on their books? As Fed chairman, did Alan Greenspan have a hand in creating the current... View Details
- 04 Aug 2006
- What Do You Think?
What Happens When the Economics of Scarcity Meets the Economics of Abundance?
terms of where value is added in the supply chain . The value is created through the service of helping customers find what they want within the sea of choice . It is ironic that the Internet, which is supposedly the key driver of... View Details
Keywords: by James Heskett
- 24 Jul 2000
- Research & Ideas
Global Brands: Connecting With Consumers Across Boundaries
What's in a name? Plenty if you're a consumer marketer trying to build a brand. "They are road signs that help people find orientation in the jungle of supply", said Hans G. Gueldenberg, CEO of Nestlé Deutschland AG. According... View Details
Keywords: by James E. Aisner
- 02 Jun 2014
- Research & Ideas
Excerpt: ‘A Social Strategy’
these actions actually translate into dollars and cents." That answer usually stops budget increases in their tracks; soon after, social efforts become just another box to check in the company's marketing manual. In the second instance,... View Details
- 15 Aug 2011
- Research & Ideas
A New Model for Business: The Museum
along with companies like Apple, Facebook, and Progressive Insurance, is a leading example of firms that are thinking about customers in a new way—much like how a museum curator orchestrates the experience of patrons. Weaver, an assistant professor in the View Details
Keywords: by Carmen Nobel
- 07 Oct 2019
- Sharpening Your Skills
How Companies Can Make Up with (Very) Unhappy Customers
JetBlue employees and more than 130,000 customers whose flights were cancelled, delayed, or diverted. How did the airline make it right with customers and learn from its mistakes? The Hidden Cost of a Product Recall Product failures View Details
- 17 Sep 2007
- Research & Ideas
Broadband: Remaking the Advertising Industry
is the capability to show full motion video, which some people will find compelling. This is going to be an increasing part of the advertising world, but it's still a pretty small percentage. Beyond search advertising, marketers are using... View Details
- 22 Jul 2024
- News
Viral Marketing’s Early Muse
year but got nowhere—so in 2009 he produced a music video, “United Breaks Guitars,” and posted it to YouTube. The video went viral, received widespread coverage in traditional media outlets (Wall Street Journal, CNN, and others), and temporarily tanked United’s stock,... View Details
- 05 Sep 2006
- Research & Ideas
HBS Cases: Porsche’s Risky Roll on an SUV
A decade ago, Porsche, the luxury car company, found itself at a crossroads. Renowned for its classy (and expensive) sports cars, the firm had taken a hit in the wake of the 1987 stock market crash and suffered in great part due to... View Details