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- All HBS Web
(638)
- People (1)
- News (145)
- Research (348)
- Events (1)
- Multimedia (6)
- Faculty Publications (205)
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- 09 Jun 2015
- Sharpening Your Skills
Sharpening Your Skills: Social Media
Using social media to advance your marketing is a potentially powerful and low-cost tool. But the risk is potentially powerful, too—allowing consumers to co-create your brand is enough to induce night sweats in any marketer. From our... View Details
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
approach decisions regarding endorsements. Similarly, because star athletes and other celebrities are "brands" that have certain meanings for consumers, companies can spend millions of dollars to align themselves with those celebrities. They hope those... View Details
- 02 Feb 2004
- Research & Ideas
Where Does Apple Go From Here?
Apple Computer knows how to make headlines. The company is celebrating the 20th anniversary of the Macintosh and is enjoying the fruits of its launch into the digital entertainment business. In its December quarter, Apple sold 730,000... View Details
Keywords: by Sean Silverthorne
- 14 Oct 2013
- Research & Ideas
Blockbuster! Why Star Power Works
Q: Why is it so effective? A: A wide range of factors explains its success. For one, strong brands and high production values matter. Scale also brings marketing advantages: It is relatively cost-efficient to advertise those tent-pole... View Details
- June 2005
- Case
CarMax
By: Rajiv Lal and David Kiron
Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the... View Details
- 13 Jun 2005
- Research & Ideas
Rescuing Products with Stealth Positioning
recording studio for the band; a backup device for your photos; a TiVo-like recorder and digital entertainment hub for the living room. Despite the buzz, Apple faced a familiar marketing challenge. Most people use Windows-based PCs, and... View Details
Keywords: by Youngme Moon
- 2021
- Report
The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation
By: John A. Deighton and Leora Kornfeld
This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details
Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding
Deighton, John A., and Leora Kornfeld. "The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation." Report, Interactive Advertising Bureau (IAB), New York, October 2021.
- 01 Nov 2016
- First Look
First Look - November 1, 2016
Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions Luxury Branding Research: New Perspectives and Future Priorities By: Keinan, Anat, Sandrine Crener-Ricard, and Silvia... View Details
Keywords: Sean Silverthorne
- 28 Oct 2019
- Research & Ideas
Brick-and-Mortar Stores Are Making a Comeback
retail. Q: What’s different about the physical storefront in this renaissance of retail? Jill Avery: There’s a lot of experimentation around what a store is and what it could do. In this new worldview, a store has to create a branded... View Details
- 09 Oct 2012
- First Look
First Look: October 9
significant changes in teaming networks and behaviors in ways that improved operational performance. Implications of team scaffolds for theory and practice are discussed. Download the paper: http://ssrn.com/abstract=1987724 Cases & Course MaterialsWarby Parker:... View Details
Keywords: Sean Silverthorne
- May 2022
- Supplement
Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-059, May 2022.
- April 2007
- Teaching Note
iPod vs. Cell Phone: A Mobile Music Revolution? (TN)
By: David B. Yoffie
Teaching note to 707419. View Details
- 14 Feb 2017
- First Look
First Look at New Research: February 14
working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=43385 Harvard Business School Case 817-012 DataXu: Selling Ad Tech DataXu served marketers by buying digital advertising for brands using its... View Details
Keywords: Sean Silverthorne
- 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... View Details
- 09 Oct 2018
- First Look
New Research and Ideas, October 9, 2018
Harvard Business School 519-017 Tailor Brands: Artificial Intelligence-Driven Branding Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize View Details
Keywords: Dina Gerdeman
- 20 Aug 2024
- Book
Why Competing With Tech Giants Requires Finding Your Own Edge
native brands. Founded in 2011 by ex-Googler Steven Yang, Anker sells digital accessories—batteries, cables, chargers, and so forth. These products are also offered by hundreds of other manufacturers or agents. In addition to renowned... View Details
- August 2009 (Revised August 2010)
- Case
Slanket: Responding to Snuggie's Market Entry
By: John A. Deighton and Leora Kornfeld
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details
Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web
Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.)
- 12 Sep 2017
- First Look
First Look at New Research and Ideas, September 12, 2017
https://www.hbs.edu/faculty/Pages/item.aspx?num=53200 September–October 2017 Harvard Business Review Managing Our Hub Economy: Strategy, Ethics, and Network Competition in the Age of Digital Superpowers By: Iansiti, Marco, and Karim R.... View Details
Keywords: Carmen Nobel
- May 2022
- Supplement
Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-068, May 2022.
- 03 Aug 2010
- First Look
First Look: August 3
Determination Through Brand Biography Authors:Neeru Paharia, Anat Keinan, Jill Avery, and Juliet Schor Publication:Journal of Consumer Research (forthcoming) Abstract We introduce the concept of an underdog View Details
Keywords: Martha Lagace