Publications

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

Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

marketing decision-making. These could include marketing research concepts such as conjoint analysis and perceptual mapping, and brand analysis techniques such as calculating... View Details

Keywords: by Sarah Jane Gilbert

01 Sep 2010
News

Dare to be Different

table having an interesting conversation with someone about the way the world works. There is a certain seamlessness between business and the everyday lives of ordinary people. I wanted to create that same kind of seamlessness in the... View Details

Keywords: Jeff Cruikshank;Youngme Moon; Advertising, Public Relations, and Related Services; Advertising, Public Relations, and Related Services

13 Feb 2017
Research & Ideas

Paid Search Ads Pay Off for Lesser-Known Restaurants

spending in the United States in 2015, up from $26 billion in 2010. Advertisers are steering the biggest share of their digital ad dollars—about half of all online ad expenditures—toward paid search. "Smaller businesses have less of an established View Details

Keywords: by Dina Gerdeman; Food & Beverage

30 Apr 2018
Blog Post

Reflecting on AASU50: Advancing African American Business Leadership

M. Fudge, Former Chairman and CEO of Young & Rubicam Brands; Bozoma Saint John, Chief Brand Officer of Uber; and Richelieu Dennis, Founder CEO, View Details

08 Apr 2016
Blog Post

Working With Organizations That Recruit at HBS: An Interview with Harley Munsell

smaller organizations increase their brand awareness on campus. All companies have their own timelines for recruiting and their own unique goals. As a Recruiting Relations Manager, I am here to offer... View Details

Keywords: Consulting

Ratan Naval Tata

Keywords: Diversified

09 Jan 2020
Blog Post

Navigating Grey in the Ever-Evolving Tech Community

environment. Someone who has the ability to challenge the status quo and innovate. What part of your role is different from what you imagined it might be? So much! I moved from New York to LA about 11 months ago for this job at Netflix.... View Details

Career Coach

Nicole Ledoux

Nicole (HBS '08) is Co-founder/CEO of 88 Acres, a Consumer Products company in the Natural Food space. She has experience in brand building, business development, new product launch, fundraising & financing as well as manufacturing.... View Details

Keywords: Consumer Products; Entrepreneurship; Investment Management; Financial Services (All)

Gordon & Morine Wavamunno

Keywords: Diversified

10 May 2016
First Look

May 10, 2016

Management By: Rigby, Darrell K., Jeff Sutherland, and Hirotaka Takeuchi Abstract—No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=51051 January 2016 Journal of Brand... View Details

Keywords: Carmen Nobel

02 Apr 2013
First Look

First Look: April 2

abstract available. Purchase this case: http://hbr.org/search/813160-PDF-ENG Harvard Business School Case 513-090 Juan Valdez: Innovation in Caffeination Corporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the... View Details

Keywords: Sean Silverthorne

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

promotion and advertising had long-run consequences on consumers' buying behavior in two ways: by influencing the brand equity and by affecting the consumers' price... View Details

Keywords: by Sean Silverthorne

June 1982 (Revised May 1995)
Case

Ellis Manufacturing Co.

By: Roy D. Shapiro

Ellis finds itself in a weakening competitive position largely due to the lack of rationalization in its plants. Driven by a strong traditionally decentralized sales organization, Ellis finds that all plants want control over all product lines. As a result, overall... View Details

Keywords: Factories, Labs, and Plants; Cost; Analytics and Data Science; Brands and Branding; Performance Capacity; Competitive Strategy; Construction Industry

September 2002 (Revised January 2003)
Case

A-Rod: Signing the Best Player in Baseball

By: Randolph B. Cohen

This case analyzes a large investment decision considered by the Texas Rangers in 2000: whether to spend $252 million for the services of shortstop Alex Rodriguez. The signing was probably the most controversial sports contract of the past decade. View Details

Keywords: Selection and Staffing; Investment; Sports; Brands and Branding; Sports Industry