Filter Results:
(3,109)
Show Results For
- All HBS Web
(4,484)
- People (11)
- News (634)
- Research (3,109)
- Events (7)
- Multimedia (11)
- Faculty Publications (2,166)
Show Results For
- All HBS Web
(4,484)
- People (11)
- News (634)
- Research (3,109)
- Events (7)
- Multimedia (11)
- Faculty Publications (2,166)
Sort by
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- 08 Dec 2015
- First Look
December 8, 2015
scales than ever before. However, big data will not solve large urban social science questions on its own. Big data has the most value for the study of cities when it allows measurement of the previously opaque, or when it can be coupled... View Details
Keywords: Sean Silverthorne
- 11 Dec 2007
- First Look
First Look: December 11, 2007
acknowledged that the difficulties faced in RE are multifarious, recent research has primarily focused on limited factors. This ongoing research project addresses this limitation by integrating the fields of social and organizational... View Details
Keywords: Martha Lagace
- 23 Feb 2011
- First Look
First Look: Feb. 23
heterogeneity within each BRIC. Download the paper: http://www.hbs.edu/research/pdf/11-083.pdf Innovating at the World's Crossroads: How Multicultural Networks Promote Creativity Author:Roy Y. J. Chua Abstract This research examines the effects of multicultural View Details
Keywords: Sean Silverthorne
- 02 Oct 2007
- First Look
First Look: October 2, 2007
facing several acute problems: a conflict between his director of marketing and his director of field operations; a dramatic increase in prices by a key supplier; and a major strategic alliance that does not seem to be moving forward. Lapdesk is a for-profit View Details
Keywords: Martha Lagace