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  • Program

Strategic Marketing for Driving Growth

capture value Thrive in the era of digital marketing and digital business models Assess ROI for your marketing spend Balance performance and brand marketing Craft engaging, outcome-based omni-channel experiences Harness the power of AI... View Details
  • 17 May 2017
  • Research & Ideas

Minorities Who 'Whiten' Job Resumes Get More Interviews

apply for jobs with employers that seem diversity-friendly, the researchers asked some participants to craft resumes for jobs that included pro-diversity statements and others to write resumes for jobs that didn’t mention diversity. They... View Details
Keywords: by Dina Gerdeman

    Birth of a Salesman

    This book chronicles the remarkable metamorphosis of the American salesman from itinerant amateur to trained expert. From the mid-nineteenth century to the eve of World War II, the development of sales management transformed an economy populated by peddlers and... View Details

    • 20 Apr 2023
    • Blog Post

    Tackle the First 90 Days of Your Next Role: A 5 Step Process for Success on the Job

    will be interacting with on a regular basis in your new role and who else within the company you should connect with to gain their insights or to prepare for future collaboration. Then craft your questions for these conversations using... View Details
    • August 2017 (Revised August 2018)
    • Case

    The Oakland Athletics: Strategy & Metrics for a Budget

    By: Srikant M. Datar and Caitlin N. Bowler
    This case considers Oakland Athletics General Manager Billy Beane’s data driven and, in baseball circles unconventional, approach to winning games over the duration of the long Major League Baseball season. Beane’s critical approach to crafting strategy within his... View Details
    Keywords: Data Analysis; Metrics; Data Science; Analytics and Data Science; Analysis; Measurement and Metrics; Competitive Strategy; Organizational Culture; Sports Industry
    Related
    • 2004
    • Book

    Birth of a Salesman: The Transformation of Selling in America

    By: Walter A. Friedman
    This book chronicles the remarkable metamorphosis of the American salesman from itinerant amateur to trained expert. From the mid-nineteenth century to the eve of World War II, the development of sales management transformed an economy populated by peddlers and... View Details
    Keywords: Sales; Employees; Transformation; United States
    Related
    • 18 Apr 2022
    • HBS Case

    Dick’s Sporting Goods Followed Its Conscience on Guns—and It Paid Off

    our economic analysis.” Crafting a careful communications strategy Stack and his colleagues fully expected a backlash from angry customers and gun-rights groups, such as the National Rifle Association, and they were additionally concerned... View Details
    Keywords: by Jay Fitzgerald
    • Article

    The Organizational Apology: A Step-by-Step Guide

    By: Maurice E. Schweitzer, Alison Wood Brooks and Adam D. Galinsky
    At some point, every company makes a mistake that requires an apology—to an individual; a group of customers, employees, or business partners; or the public at large. And more often than not, companies and their leaders fail to apologize effectively, if at all, which... View Details
    Keywords: Corporate Accountability; Marketing; Organizations
    Related
    • 2012
    • Teaching Note

    Qingdao TGOOD Electric Corporation (TN)

    By: F. Warren McFarlan, Zheng Xiaoming, Chen Hao and Hong Zhang
    Founded in 2004, TGOOD is now the largest specialized developer and producer of cubicle-type transformation and distribution equipment in China, with the main products of outdoor cubicle-type power equipment supplemented by indoor switchgear cabinets, offered mainly to... View Details
    Keywords: Human Resource Management; China; Entrepreneurship; Human Resources; Strategy; China
    Related
    • 2012
    • Case

    Qingdao TGOOD Electric Corporation

    By: F. Warren McFarlan, Zheng Xiaoming, Chen Hao and Hong Zhang
    Founded in 2004, TGOOD is now the largest specialized developer and producer of cubicle-type transformation and distribution equipment in China, with the main products of outdoor cubicle-type power equipment supplemented by indoor switchgear cabinets, offered mainly to... View Details
    Keywords: Entrepreneurship; Human Resource Management; Strategy; China; China
    Related

      A New Approach to Building Your Personal Brand

      For better or worse, in today's world everyone is a brand. Whether you're applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So, you need to get comfortable marketing yourself. In... View Details
      • 2011
      • Working Paper

      From Single Deals to Negotiation Campaigns

      By: David A Lax and James K. Sebenius
      Negotiation scholars typically take the individual deal, or a few linked deals, as the unit of analysis. While analyzing one deal requires a familiar conceptual framework, doing the same for a broader "negotiation campaign" calls for a different focus and set of... View Details
      Keywords: Negotiation Deal; Framework; Business Subsidiaries; Agreements and Arrangements; Mergers and Acquisitions; Information Management; Finance; Business and Shareholder Relations; Corporate Governance; Business and Government Relations; Governing Rules, Regulations, and Reforms; Cross-Cultural and Cross-Border Issues
      Related
      • 20 Jun 2023
      • Research & Ideas

      Looking to Leave a Mark? Memorable Leaders Don't Just Spout Statistics, They Tell Stories

      It doesn’t matter if you’re crafting a pitch for tech investors, consumers, or election-season voters. If you want your target audience to remember your message the next day, tell a story. That’s one of the findings of a new study by... View Details
      Keywords: by Scott Van Voorhis
      • 13 Jul 2016
      • HBS Case

      How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

      quality service and then do the marketing for you,” says Teixeira. Etsy also pursued a decidedly non-scalable strategy in finding the right eggs with which to launch its business. The platform, which serves as an online marketplace for View Details
      Keywords: by Michael Blanding; Retail; Service; Transportation
      • 2015
      • Other Teaching and Training Material

      Innovating in Healthcare

      By: Regina E. Herzlinger, Margo I. Seltzer and Kevin Schulman
      With over 71,000 past enrollees, Innovating in Healthcare investigates the issues of health care spending, quality, and access that continue to plague America and global nations alike. With U.S. health care costs trending toward $4 trillion in 2020, the need to... View Details
      Keywords: edX; Healthcare; Health Care and Treatment; Innovation and Invention; Business Model
      Related
      • Program

      Senior Executive Leadership Program—China

      your business as a whole—to look outward and craft local, regional, and global strategies and to look inward and lead organizational changes that create value and drive performance. Developing these skills on the job can take years—but... View Details
      • 13 Jan 2003
      • Research & Ideas

      The Subconscious Mind of the Consumer (And How To Reach It)

      same research was helpful in crafting a communication strategy for the new line and in selecting a name for this new offering. Q: We hear a lot about how technology is revolutionizing our ability to understand customers. Is this aspect... View Details
      Keywords: by Manda Mahoney
      • 21 Nov 2023
      • Op-Ed

      The Beauty Industry: Products for a Healthy Glow or a Compact for Harm?

      In my recently published book Deeply Responsible Business, I write about business leaders since the 19th century who have acted responsibly, often by putting the welfare of their communities above the idea of maximizing profits. I make a sharp distinction between... View Details
      Keywords: by Geoffrey Jones; Beauty & Cosmetics
      • Web

      Podcast - Business & Environment

      to expect as countries move from crafting climate agreements to implementation and what companies’ role is in that work. He also offers advice for those interested in careers in business and climate change. For transcripts and other... View Details
      • 17 Feb 2020
      • Sharpening Your Skills

      How Entrepreneurs Can Find the Right Problem to Solve

      outreach should be done on multiple platforms and carefully crafted to answer only one or two hypotheses. These hypotheses are commonly, “Is this where we can reach this audience if we want to market to them?” and “Are they interested... View Details
      Keywords: by Julia Austin