Publications
Publications
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- All HBS Web
(1,392)
- Faculty Publications (300)
- January 2005
- Case
Ray Rogers and the Corporate Campaign (B)
By: James K. Sebenius and Michael A. Wheeler
Supplements the (A) case. A rewritten version of an earlier case. View Details
- December 2004 (Revised October 2005)
- Case
Hasbro Games -- POX (A)
By: David B. Godes and Elie Ofek
Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
- December 2004 (Revised December 2005)
- Case
Nectar: Making Loyalty Pay
By: John A. Deighton
Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details
- September 2004
- Article
Spin (and Pitch) Doctors: Campaign Strategies in Televised Political Debates
By: Michael I. Norton and George R. Goethals
- September 2004 (Revised February 2010)
- Case
The Passion of the Christ (A)
By: John A. Quelch, Anita Elberse and Anna Harrington
Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and... View Details
- May 2004 (Revised April 2005)
- Case
United States Army
By: Rajiv Lal and Laura Coleman
After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase... View Details
- March 2004 (Revised April 2005)
- Case
International Rivers Network and the Bujagali Dam Project (A)
By: Benjamin C. Esty and Aldo Sesia
In the summer of 2002, the International Rivers Network (IRN), an environmental NGO located in Berkeley, California, was engaged in what appeared to be the last hours of a three year campaign to stop a $582 million dam and hydropower project at Bujagali Falls in... View Details
- February 2004 (Revised March 2010)
- Case
Brazil 2003: Inflation Targeting and Debt Dynamics
By: Laura Alfaro, Rafael M. Di Tella and Ingrid Vogel
In October 2002, Brazilians elected a left-wing president, Luis Inacio Lula da Silva, for the first time in that country's history. As markets faltered in response, Lula sought to reaffirm his commitment to fiscal discipline, a floating exchange rate, and inflation... View Details
Keywords: Economy; Inflation and Deflation; Money; Borrowing and Debt; Policy; Emerging Markets; Brazil
- October 2003 (Revised August 2005)
- Case
American Legacy: Beyond the Truth Campaign
By: Youngme E. Moon and Kerry Herman
The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
- January 2003 (Revised February 2003)
- Case
Office Depot, Inc.: Business Transformation (A)
By: James L. Heskett, Dan Maher, Daniel F. OBrien, Thomas Watson and Jeffrey F. Rayport
The company's management is considering the possibility of launching a rebranding campaign around the promises "What you need. What you need to know." The questions are whether and when to launch the campaign in view of the large number of training efforts and... View Details
- August 2002 (Revised June 2006)
- Case
Great Dakota Bank: Online Banking
By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar
In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank... View Details
- June 2002 (Revised October 2005)
- Case
Inside Intel Inside
By: Youngme E. Moon and Christina L. Darwall
In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details
- February 2002 (Revised October 2005)
- Case
BMWFilms
By: Youngme E. Moon and Kerry Herman
Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all... View Details
- January 2002 (Revised September 2004)
- Case
Consulting by Auditors (A): Levitt's Campaign
By: Ashish Nanda
This case highlights the debate between the Securities and Exchange Commission (SEC) and several of the large accounting firms over whether the same firms should offer consulting services to clients they audit. View Details
- September 2001 (Revised June 2004)
- Case
Cafe de Colombia
By: Rohit Deshpande and Alexandra de Royere
Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details
- October 2000 (Revised January 2002)
- Case
Individual and the Corporation, The: Kathy Levinson and E*TRADE (A)
By: Joseph L. Badaracco Jr. and Susan Harmeling
Kathy Levinson, the president and COO of ETRADE and a lesbian mother of two children, must decide whether and how to participate in the "No on Knight" campaign. The campaign opposes California ballot proposition 22, which requires California to recognize only marriages... View Details
- September 2000 (Revised November 2000)
- Case
GetConnected.com
By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins
Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right... View Details
- August 2000
- Case
Monster.com
Jeff Taylor, founder and CEO of Monster.com, ponders how his online site, the leading career site on the web, can continue its dominance (60% share in 1999) and growth on the Internet. Monster.com had just launched a nationwide branding campaign on television and... View Details
- July 1999
- Article
An American Democracy Network: Factors Shaping the Future of On-line Political Campaigns
By: Sharon Docter, William H Dutton and Anita Elberse
- June 1999
- Case
Major League Baseball--1999
By: Stephen A. Greyser and Elizabeth (Lisa) Smyth
Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details