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  • 09 Jun 2015
  • First Look

First Look: June 9, 2015

interpersonal disclosure of intimate information increases attraction, cost transparency by a firm increases brand attraction, in turn boosting consumer purchase interest. This relationship persists even after controlling for perceptions... View Details
Keywords: Sean Silverthorne
  • 24 Mar 2015
  • First Look

First Look: March 24

a brand that once again stands for luxury and that has a strong global and digital footprint. Yet, the leadership change is met with skepticism. Is Burberry's current strategy also the right one for the... View Details
Keywords: Sean Silverthorne
  • 14 Nov 2007
  • First Look

First Look: November 14, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=808040 Dove: Evolution of a Brand Harvard Business School Case 508-047 Examines the evolution of Dove from functional brand to a View Details
Keywords: Martha Lagace
  • 10 Nov 2015
  • First Look

November 10, 2015

Strengthening the Brand with Digital Marketing Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92... View Details
Keywords: Sean Silverthorne
  • 10 Apr 2018
  • First Look

First Look at New Research, April 10, 2018

theoretical illustrations and Monte Carlo simulations to validate our claims. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=52743 Executive Education in the Digital Vortex: The Disruption of the Supply Landscape... View Details
Keywords: Sean Silverthorne
  • 20 Jun 2017
  • First Look

First Look at New Research and Ideas, June 20

the United States. Patrón needed to grow, and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patrón to conquer... View Details
Keywords: Sean Silverthorne
  • 02 Sep 2016
  • Op-Ed

The Twitter Election

unlikely to suffice. Many voters are now looking not just for problem-solving skills but for specific policy solutions that hold up under scrutiny.Third, Trump is under-leveraging Twitter. Though he feeds his followers a continuing diet of controversial tweets that... View Details
Keywords: by John Quelch and Thales Teixeira
  • 26 Nov 2012
  • Research & Ideas

New Winners and Losers in the Internet Economy

calls the "less glamorous layer" that supports those big brand names, such as digital advertising agencies, ad networks, ad exchanges, customer analytics firms, listening platforms, and other firms... View Details
Keywords: by Dina Gerdeman; Publishing
  • 23 Jul 2012
  • Research & Ideas

Book Excerpt: ‘Talk, Inc.’

or as trained brand ambassadors. By empowering employees to communicate in that way, leaders relinquish much of the control that they formerly exerted over organizational messaging. But they gain a great deal in return. Through... View Details
Keywords: Re: Boris Groysberg
  • 19 Sep 2006
  • First Look

First Look: September 19, 2006

Business School Case 805-060 World Wide Licenses (WWL) was a low-technology firm that licensed famous brands, which it then applied to timepieces, stationery, and back-to-school products. It transformed into a digital imaging company and... View Details
Keywords: Sean Silverthorne
  • 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
  • May 2022
  • Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
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
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  • 07 Apr 2015
  • First Look

First Look: April 7

Digital Platform: A Playbook for Strategists By: Edelman, Benjamin G. Abstract—The ubiquity of Internet access has caused a sharp rise in the number of businesses offering platforms that connect users for communication or commerce.... View Details
Keywords: Sean Silverthorne
  • 19 Jul 2011
  • First Look

First Look: July 19

Africa, Nike has decided to change its target market focus and to use digital and social media platforms to connect more extensively with consumers. In addition, Nike plans to launch innovative new boots and engage in corporate... View Details
Keywords: Sean Silverthorne
  • 02 Jan 2018
  • First Look

First Look at New Research and Ideas, January 3, 2018

218-001 Bega Cheese: Bidding to Bring Vegemite Back Home In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelez International’s Australia and New Zealand (ANZ) grocery business, which included several leading... View Details
Keywords: Sean Silverthorne
  • 15 May 2018
  • First Look

New Research and Ideas, May 15, 2018

TrustSphere was pioneering a unique technology and solutions in the areas of sales, risk, and people analytics. Essentially, TrustSphere's technology allowed its customers to view the patterns of digital communication captured on the... View Details
Keywords: Dina Gerdeman
  • 20 Nov 2007
  • First Look

First Look: November 20, 2007

MaterialsColgate Max Fresh: Global Brand Roll-Out Harvard Business School Case 508-009 In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel... View Details
Keywords: Martha Lagace
  • 12 Oct 2011
  • Research & Ideas

Creating Online Ads We Want to Watch

For millions of TV watchers, the commercial break is an annoyance of the past, thanks to the fast-forward button on their digital video recorders. Consequently, advertisers are turning to the web, where popular sites such as YouTube and... View Details
Keywords: by Carmen Nobel; Consumer Products
  • 06 Mar 2012
  • First Look

First Look: March 6

century. It focuses especially on Beiersdorf, a pharmaceutical and skin care company in Germany. During World War I, the expropriation of its brands and trademarks revealed its vulnerability to political risk. Following the advent of the... View Details
Keywords: Sean Silverthorne
  • 23 May 2017
  • First Look

First Look at New Ideas and Research: May 23, 2017

consumer distrust of domestic infant formula brands that still pervaded China in 2016. Foreign brands, priced at a substantial premium, were strongly preferred by consumers who could afford them. The field of domestic infant formula View Details
Keywords: Carmen Nobel

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