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Show Results For
- All HBS Web
(442)
- People (1)
- News (114)
- Research (281)
- Multimedia (1)
- Faculty Publications (59)
- 01 Sep 2008
- News
Negative Ad Power
against an attractive but relatively unknown candidate. The alternative of crafting a distinct, positive image takes longer and becomes more difficult as the day of judgment approaches. Policy differences grow fuzzier as both candidates... View Details
- 25 Feb 2020
- News
Case Study: The Credit Bureau
they see three options: First, they could double down on the D2C side, which helps get the brand out there quickly, although it is subject to more competition and acquisition costs. The second option is to integrate with real estate... View Details
- 28 May 2019
- News
Case Study: Building the Base
based on that iterative process, rather than jumping in with both feet to create a comprehensive digital platform from day one. —Darria Long Gillespie (MBA 2005) Given all the political turmoil, News Bling should stay the course, build the basic product, and View Details
- 05 Feb 2001
- What Do You Think?
Do MBA Programs Face “The Innovator’s Dilemma”?
students." In his words, this behavior should characterize well-respected programs. He asks, "Isn't 'adapting to change' almost a synonym for learning?" Little attention was given to the influence of alumni in shaping current educational strategies.... View Details
Keywords: by James Heskett
- 16 May 2016
- HBS Case
Food Safety Economics: The Cost of a Sick Customer
an effort to differentiate by being more locally sourced and thereby fresher, as perceived by consumers, Chipotle was perhaps putting its brand at greater reputational risk.” Companies are increasingly outsourcing their food inspection... View Details
- 29 Jan 2014
- Research & Ideas
Super Bowl Ads for Multitaskers
a particular task-for example, announcing a semiannual sale starting the following day. The other two types of ads focus on image, building up the perception of the brand rather than exhorting a consumer to purchase. Imagery-focused ads... View Details
- Profile
Matt Thurmond
my inventory." With solid math skills and a genuine attraction "to the quantitative aspects of engineering," Matt pursued an engineering degree. But in what he calls a "serendipitous moment," he picked up and read... View Details
- Profile
Michelle Giguere
In high school, Michelle Giguere, "fell" into the Gap and never left, working part-time at the apparel retailer throughout college and returning full-time after graduation. "I loved the mix of fashion with the energy of customer service," Michelle... View Details
- 01 Jun 2018
- News
Floor It
the experience of businesses including Keurig, Peloton, and Rent the Runway to develop more effective strategies to engage and educate patients about precision medicine, the need for genetic testing, and the importance of sharing that information. Techniques included... View Details
Keywords: Julia Hanna; illustration by Mengxin Li
- 19 Nov 2014
- HBS Case
Marketing Marijuana
medium-sized marijuana producers are already trying to build brand loyalty by marketing strains such as Grape Stomper, which boasts a high THC content; sweet-tasting Golden Goat; and low-THC Critical Mass, which markets itself as a more... View Details
- 05 Jun 2019
- Research & Ideas
If Your Customers Don't Care What You Charge, What Should You Charge?
An estimated 60 percent of retail gasoline customers return to the same gas station to refuel, without comparison shopping, according to a recent study. Driven by factors such as habit, brand loyalty, switching costs, and search (which... View Details
- 02 Mar 2020
- Blog Post
Know Your Audience – Recruiting HBS Students for Energy
agriculture, and manufacturing. What HBS Brings to the Energy Ecosystem The diversity within the energy sector also extends to company size. There are startups creating innovative solutions to address energy problems around the world, as well as large established... View Details
Keywords: Energy / Cleantech
- 16 Dec 2013
- HBS Case
D’O: Making a Michelin-Starred Restaurant Affordable
is bilingual, acted as interpreter.) Staffing For Peak Occupancy For many restaurants, some nights of the week attract more customers than others. A bistro packed with customers on the weekend might be half empty on a Tuesday. For... View Details
- Profile
Max Wibaux
firefighting while managing two or three challenges simultaneously. This was attractive to me!" Yet the concentration on marketing left Max with gaps in some of the fundamentals of business such as finance and entrepreneurship. In... View Details
Keywords: CPG
- 15 Nov 2016
- News
Classroom Lessons Put Into Practice Abroad
HBS students worked on their project with representatives of the bakery chain Benjamin in São Paulo. (photo by Cintia Farago) In the United States, brand loyalty is often a powerful motivator—consumers will drive miles in search of a... View Details
- 01 Oct 1999
- News
Making the Case for Maine: HBS Club and State's CEO Discuss Business Issues
Lane-Merrill (MBA '82), marketing strategist and director of research at ViA Marketing & Design, a strategic brand management company based in Portland. President of the newly reinstated HBS Club of Maine, Lane-Merrill is one of three... View Details
Keywords: Janine Brunell Looker
- 24 Aug 2009
- Research & Ideas
SuperCorp: Values as Guidance System
greater contact across the value chain and especially with end users builds the company brand and triggers opportunities for innovation. Rationale for thinking long-term. Sustainability is more than a buzzword for vanguard companies, and... View Details
Keywords: by Rosabeth Moss Kanter
- 25 Jun 2019
- Research & Ideas
The Powerful Strategic Tool Companies Should Not Try to Control
products sold and marketed by LEGO. In addition to reducing innovation costs, this often leads to an increase in authentic, word-of-mouth advertising as users promote designs that they created or designs they find attractive within their... View Details
Keywords: by Danielle Kost
- 08 Jul 2014
- First Look
First Look: July 8
power comes a new challenge: people now expect companies to understand what type of relationships they want and to respond appropriately-they want firms to hold up their end of the bargain. Unfortunately, many brands don't meet those... View Details
Keywords: Carmen Nobel
- 14 Aug 2018
- First Look
First Look at New Research and Ideas, August 14, 2018
value proposition to maximize value creation for both consumers and the luxury brands that supported the business model. The jury was still out on whether a rental model could attract higher income women who... View Details
Keywords: by Sean Silverthorne