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  • 2010
  • Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry
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War & Peace

By: Deepak Malhotra
A second stream of research looks at issues related to conflict resolution in the context of international and ethno-political conflict, and in particular, at the role of negotiation in ending armed conflicts.  I launched a new course at HBS entitled "War & Peace:... View Details
  • Research Summary

Winning Coalitions

By: James K. Sebenius
James K. Sebenius is examining the most effective ways to generate and sustain cooperation among a corporations many stakeholders. As the number of stakeholders grows, and management actions more often involve players outside the traditional chain of command and... View Details

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