Publications

summer 2003
Article

The Drivers of Market Efficiency in Revlon Transactions

By: Guhan Subramanian

Keywords: Performance Efficiency; Business Ventures; Beauty and Cosmetics Industry

September–October 2022
Article

Should Your Company Sell on Amazon?: Reach Comes at a Price

By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant

Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to... View Details

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14 May 2008
Research & Ideas

Getting Down to the Business of Creativity

panel displays were ¥140 billion in 2006 (approximately $1.2 billion), with the market expected to double in size by 2009. The company is also expanding into cosmetics and dietary supplements. As it happens,... View Details

Keywords: by Julia Hanna; Retail; Apparel & Accessories; Fashion; Entertainment & Recreation

18 Nov 2002
Research & Ideas

Enterprising Women—a History

professor Nancy Koehn, pointing out that women played key roles in the early American economy through the development of cottage industries and in the organization and work of... View Details

Keywords: by Laura Linard

Teaching Interest

Overview

The Business of Aesthetics is a new course for second-year students who are considering careers in sectors and companies whose long-term financial value is built on their ability to deliver aesthetic value. Such companies are rewarded not only for eliciting a high... View Details

Keywords: Aesthetics; Luxury Goods; Retail; Consumer Goods; Design; Creativity; Consumer Behavior; Brand Building; Experience Goods; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry

22 Sep 2009
First Look

First Look: September 22

Glaeser, William R. Kerr, and Giacomo A.M. Ponzetto Publication:Journal of Urban Economics (forthcoming) Abstract Employment growth is strongly predicted by smaller average establishment size, both across cities View Details

Keywords: Martha Lagace

2010
Article

The Strategic Use of Brand Biographies

By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor

We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details

16 Jun 2003
Research & Ideas

Peeling Back the Global Brand

Hans-Willi Schroiff, vice president of market research and business intelligence for the German company Henkel, described why detergent has made a valuable case study for new and edgy marketing. (They... View Details

Keywords: by Martha Lagace; Consumer Products; Retail

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

harder to gain credibility with commercial messages. “The sports marketing industry is a global business.” As a result, many of the highest-paid athletes now make more money from endorsements and other... View Details

Keywords: by Sarah Jane Gilbert; Sports

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

Wal-Mart and even Google in the United States to do the same. After all, the financial services industry is crying out for a brand that promises to "do no evil." Join the discussion on Harvard... View Details

Keywords: by John Quelch; Banking; Financial Services

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details

Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry

20 May 2014
First Look

First Look: May 20

314-087 Jurlique: Globalizing Beauty from Nature and Science Considers the marketing and strategic challenges faced by natural beauty brands... View Details

Keywords: Sean Silverthorne

11 Sep 2012
First Look

First Look: September 11

economies across and within activities vary by activity and type of organic expansion; and (4) across-activity internal economies are asymmetric. Download the paper:... View Details

Keywords: Sean Silverthorne

11 Feb 2019
Research & Ideas

The Business of Saving the Planet

"The fact that the benefits of addressing the problem of climate change almost certainly outweigh the costs ... does not make concerted global action to address the problem easy." —Climate Change in 2018: Implications for Business If there is one positive... View Details

Keywords: by Sean Silverthorne; Energy; Green Technology

23 Jun 2009
First Look

First Look: June 23

Working PapersCatering to Characteristics (revised) Authors:Greenwood, Robin, and Samuel Hanson Abstract When investors overvalue a particular firm characteristic, corporations endowed with that characteristic can absorb some of the... View Details

Keywords: Martha Lagace

August 2002
Teaching Note

Sa Sa Cosmetics, TN

By: David E. Bell

Teaching Note for (9-502-085). View Details

Keywords: Fashion Industry; Fashion Industry