Publications

May 2011
Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery

Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details

Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry

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September 1990 (Revised November 1991)
Supplement

Procter & Gamble Japan (C)

By: Michael Y. Yoshino

Updates the (A) case. The issues facing P&G were two-fold. 1) General manager, Japan--how to keep both the business and organization growing; 2) President, international--what role should the Japanese operation play in the P&G worldwide business? View Details

Keywords: Business Offices; Business Growth and Maturation; Globalization; Growth and Development Strategy; Organizations; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Japan

October 2011 (Revised November 2014)
Teaching Note

Cosmeticos de Espana, S.A. (A) (B) (C) (D) (E) (F)

By: David F. Hawkins

Keywords: Beauty and Cosmetics Industry; Spain

summer 2003
Article

The Drivers of Market Efficiency in Revlon Transactions

By: Guhan Subramanian

Keywords: Performance Efficiency; Business Ventures; Beauty and Cosmetics Industry

July 1977 (Revised February 1978)
Case

Rose Milk

By: Stephen A. Greyser

Keywords: Advertising; Beauty and Cosmetics Industry

September–October 2022
Article

Should Your Company Sell on Amazon?: Reach Comes at a Price

By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant

Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to... View Details

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26 Jan 2004
Research & Ideas

What Developing-World Companies Teach Us About Innovation

When most people think of innovation, they envision developed-world companies such as the U.S.A.'s IBM, Japan's Sony, South Korea's Samsung, Finland's Nokia, or Switzerland's Novartis, technology leaders that have stayed at the cutting edge of dynamic View Details

Keywords: by Donald N. Sull, Alejandro Ruelas-Gossi & Martin Escobari

22 Jan 2013
First Look

First Look: Jan. 22

Publication:Academy of Management Annals Abstract The concept of imprinting has attracted considerable interest in numerous fields-including organizational ecology, institutional theory, network analysis, and career research-and has been... View Details

Keywords: Sean Silverthorne

25 Apr 2017
First Look

First Look at New Research, April 25

ReVista: Harvard Review of Latin America Globalizing Latin American Beauty By: Jones, G. Abstract—This article discusses the growth over time of the beauty industry in Latin... View Details

Keywords: Sean Silverthorne

Teaching Interest

Overview

The Business of Aesthetics is a new course for second-year students who are considering careers in sectors and companies whose long-term financial value is built on their ability to deliver aesthetic value. Such companies are rewarded not only for eliciting a high... View Details

Keywords: Aesthetics; Luxury Goods; Retail; Consumer Goods; Design; Creativity; Consumer Behavior; Brand Building; Experience Goods; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry

November 2010 (Revised December 2011)
Supplement

Oriflame S.A. (C)

By: David F. Hawkins and Karol Misztal

Notes from Oriflame's 2009 annual report relevant to the assessment of the monetary impact of Oriflame's FX risk management actions. View Details

Keywords: Financial Reporting; Financial Statements; International Accounting; Currency Exchange Rate; Annual Reports; Management Analysis, Tools, and Techniques; Risk Management; Standards; Beauty and Cosmetics Industry

December 1978 (Revised December 1985)
Case

Clairol Skin Machine (C)

By: Walter J. Salmon and Steven R. Palesy

Keywords: Beauty and Cosmetics Industry

December 1993 (Revised June 1994)
Case

Gloria Hilliard Mayfield at Mary Kay Cosmetics, Inc.

By: John P. Kotter and Andrew P. Burtis

Keywords: Beauty and Cosmetics Industry

25 Mar 2001
Research & Ideas

Who Wants to Be an Entrepreneur? [Part II]

pick something they like to do, work hard, and not worry about the rest—success will come.—Todd Krasnow Rhyne's idea for meeting the "weekly beauty needs"—manicures, facials, massages—of... View Details

Keywords: by John S. Rosenberg

22 Sep 2009
First Look

First Look: September 22

Glaeser, William R. Kerr, and Giacomo A.M. Ponzetto Publication:Journal of Urban Economics (forthcoming) Abstract Employment growth is strongly predicted by smaller average establishment size, both across cities View Details

Keywords: Martha Lagace

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details

Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry