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Show Results For
- All HBS Web
(938)
- People (2)
- News (300)
- Research (508)
- Multimedia (2)
- Faculty Publications (223)
- December 2010
- Case
Digital Divide
By: Sunil Gupta
In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.
- June 2011 (Revised May 2012)
- Case
Procter & Gamble: Marketing Capabilities
By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details
Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry
Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
- March 1991 (Revised June 1993)
- Case
Chevron Corp.: Corporate Image Advertising
By: John A. Quelch
Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details
Keywords: Surveys; Multinational Firms and Management; Research; Advertising; Brands and Branding; Energy Industry; United States
Quelch, John A. "Chevron Corp.: Corporate Image Advertising." Harvard Business School Case 591-005, March 1991. (Revised June 1993.)
- June 2012
- Article
Leadership Is a Conversation
By: Boris Groysberg and Michael Slind
Globalization and new technologies have sharply reduced the efficacy of command-and-control management and its accompanying forms of corporate communication. In the course of a recent research project, the authors concluded that by talking with employees, rather than... View Details
Keywords: Employees; Management Style; Interpersonal Communication; Leadership; Cooperation; Partners and Partnerships
Groysberg, Boris, and Michael Slind. "Leadership Is a Conversation." Harvard Business Review 90, no. 6 (June 2012).
- 19 Apr 2016
- First Look
April 19, 2016
forthcoming Journal of Marketing Research Does 'Liking' Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes By: John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton Abstract—Does “liking” a View Details
Keywords: Sean Silverthorne
- December 1987
- Case
John Hancock Financial Services: Sports Sponsorship
Senior corporate communications executives of a major financial services firm are reviewing the company's sports sponsorship program and are considering expanding it. Hancock already is the corporate sponsor of the Boston Marathon and has the opportunity to sponsor the... View Details
Greyser, Stephen A. "John Hancock Financial Services: Sports Sponsorship." Harvard Business School Case 588-051, December 1987.
- May 2020
- Case
Big Boom Beverages: Fight or Flight?
By: Stephen A. Greyser and William Ellet
Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy drink, malt liquor, and a soft drink flavoring. They launch the business, Big Boom Beverages (BBB), with their own... View Details
Keywords: Alcoholic Beverages; Energy Drinks; Regulation; Entrepreneurship; Ethics; Marketing Communications; Corporate Social Responsibility and Impact; Reputation; Communication Strategy; Decision Making
Greyser, Stephen A., and William Ellet. "Big Boom Beverages: Fight or Flight?" Harvard Business School Brief Case 920-557, May 2020.
- 21 May 2019
- Blog Post
Asian Pacific American Heritage Month at HBS
Business Association, is proud to introduce this year's APAHM Portrait Project. The Asian Pacific Islander identity extends beyond a checkbox, and we are honored to share stories from the HBS community around the richness of the Asian... View Details
- 20 May 2014
- First Look
First Look: May 20
driven by patents filed by distant collaborators rather than non-collaborative patents or patents by non-distant collaborators, suggesting low cost long-distance digital communication as a potential mechanism. Download working paper:... View Details
Keywords: Sean Silverthorne
- Web
Publications - Faculty & Research
Consumption of Small Business Owners in the COVID-19 Pandemic." Art. 104079. Journal of Financial Economics 170 (August 2025). July–August 2025 Article Don’t Let an AI Failure Harm Your Brand By: Julian De Freitas How companies market... View Details
- 28 Feb 2024
- Blog Post
African American Student Union Spotlight on Entrepreneurship
The HBS African American Student Union (AASU) aims to create a close-knit community for its members from the time they choose to join HBS, through their transition to the second year, and extending beyond graduation. In this feature, we... View Details
- 22 Nov 2011
- First Look
First Look: November 22
not to undertake a branding initiative. Founded in 1802, West Point has played a key role in America's history. It is one of the nation's oldest institutions of higher learning and is well known for producing prominent military,... View Details
Keywords: Sean Silverthorne
- July 2020
- Case
Amanda and Kristen: Mented Cosmetics
By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details
Keywords: Brands and Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission and Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; Beauty and Cosmetics Industry; Advertising Industry; Public Relations Industry; Chemical Industry; Manufacturing Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US)
Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
- 08 Jul 2008
- First Look
First Look: July 8, 2008
factors in explaining the increased presence of NGOs in the last few decades: a trend towards more outsourcing of government services; new ventures by would-be not-for-profit "entrepreneurs"; and the increasing professionalization of existing NGOs. Getting... View Details
Keywords: Martha Lagace
- 14 Mar 2014
- Blog Post
Looking to the Next Decade of Change: A Recap of the 10th Annual Retail & Luxury Goods Conference
On the evening of Saturday, February 22, 2014 and all day Sunday, February 23, 2014, the Retail & Luxury Goods Club hosted a record number of nearly 400 students and professionals from Harvard and the surrounding community for its... View Details
Keywords: Consumer Products / Retail
- 27 Sep 2016
- First Look
September 27, 2016
development programs have entered a period of disruption catalyzed by the digitalization of content, connectivity, and communication and are driven by renewed demand for high-level executive and managerial skills. Unlike other segments of... View Details
Keywords: Sean Silverthorne
- January 2024
- Case
ECOALF: Fashion for the Future
By: Elizabeth A. Keenan, Diego Aparicio, Carlota Moniz and María José Satrústegui
ECOALF, a Spanish fashion brand and sustainability pioneer, aimed to tackle the industry's challenges of excessive consumption and production. The brand's mission was to create timeless apparel exclusively from recycled and eco-responsible materials, matching the... View Details
Keywords: Business Growth and Maturation; Business Model; Decisions; Business Earnings; Profit; Growth and Development Strategy; Communication Intention and Meaning; Values and Beliefs; Mission and Purpose; Competition; Climate Change; Environmental Sustainability; Social Marketing; Marketing Channels; E-commerce; Corporate Social Responsibility and Impact; Fashion Industry; Spain; Germany; Italy; Europe; United States
Keenan, Elizabeth A., Diego Aparicio, Carlota Moniz, and María José Satrústegui. "ECOALF: Fashion for the Future." Harvard Business School Case 524-057, January 2024.
- August 2004 (Revised July 2006)
- Case
PROPECIA TM: Helping Make Hair Loss History
By: Marta Wosinska and Youngme E. Moon
In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details
Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry
Wosinska, Marta, and Youngme E. Moon. "PROPECIA TM: Helping Make Hair Loss History." Harvard Business School Case 505-035, August 2004. (Revised July 2006.)
- Web
Resumes & Cover Letters - Alumni
what you want them to know. It should be 3-4 sentences in paragraph form following your contact information. Be careful not to load up on overused resume jargon and avoid listing previous jobs/education as it is redundant. Instead, focus on your View Details