Publications

January 2007 (Revised January 2008)
Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch

Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details

Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

01 Jun 2023
News

Pet Project

simple-ingredient, raw-food diet. Spies couldn’t find such a thing in the pet aisle, so she started making it herself and quickly maxed out the freezer of her San Francisco kitchen with dog food. Within a month, George’s energy and health... View Details

Keywords: Jen McFarland Flint; Miscellaneous Store Retailers; Retail Trade; Sporting Goods, Hobby, Musical Instrument, and Book Stores; Retail Trade

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

assistant professor of marketing at Purdue University, and Sachin Gupta, the Henrietta Johnson Louis Professor of Management and professor of marketing at Cornell University.... View Details

Keywords: by Dina Gerdeman

January 2020
Case

Celata Bioinnovations

By: John R. Wells and Benjamin Weinstock

In December 2019, Jon Hu (HBS ‘19) and Dr. Samantha Dale Strasser, co-founders of Celata Bioinnovations, were raising $1 million to launch their company. They had founded Celata less than six months earlier with the aim of redefining the drug discovery process.... View Details

03 Mar 2003
Research & Ideas

Top Ten Legal Mistakes Made by Entrepreneurs

unpatentable in Japan. The same is true with trademarks. A tremendous amount of money might be spent in developing a brand in the United States, yet when the product is shipped overseas it could violate... View Details

Keywords: by Staff

25 Jan 2016
Research & Ideas

When Negotiating a Price, Never Bid with a Round Number

recent study of mergers and acquisitions, investors who offer “precise” bids for company shares yield better market outcomes than those who offer round-numbered bids. “If one party gives a round number, it gives the signal that the party... View Details

Keywords: by Carmen Nobel

30 Jul 2007
Research & Ideas

Repugnant Markets and How They Get That Way

Unfair. Undignified. Inappropriate, unprofessional, distasteful—and most of all, repugnant. To the wonder and surprise of Alvin E. Roth, a Harvard economist, these harsh words are often hoisted to describe... View Details

Keywords: by Martha Lagace

July–August 2017
Article

Why Outlet Stores Exist: Averting Cannibalization in Product Line Extensions

By: Donald Ngwe

Outlet stores are a large and growing component of many firms' retailing strategies, particularly in the fashion industry. Outlet stores offer attractive prices in locations far from central shopping districts. The main perspectives on why outlet stores exist can be... View Details

Keywords: Fashion; Industrial Organization; Outlet Stores; Price Discrimination; Retail; Channel Management; Luxury; Product Marketing; Price; Retail Industry; Fashion Industry

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November 2004 (Revised May 2005)
Case

Marvel Enterprises, Inc.

By: Anita Elberse

The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details

Keywords: Intellectual Property; Business Model; Brands and Branding; Marketing Strategy; Opportunities; Growth and Development Strategy; Rights; Entertainment and Recreation Industry