Publications
Publications
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- All HBS Web
(1,719)
- Faculty Publications (541)
- July 2012 (Revised May 2013)
- Case
Monocle
By: Eugene Soltes and Sara Hess
Monocle, a magazine on global affairs, culture, and business, was founded by Tyler Brûlé to counter a perceived deterioration in the quality of print publications available at the newsstand. Monocle differentiates itself from other publications through its diverse... View Details
- April 2012 (Revised May 2012)
- Case
EILEEN FISHER: Repositioning the Brand
By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details
Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Retail Industry
- 2012
- Working Paper
No News Is Good News: CSR Strategy and Newspaper Coverage of Negative Firm Events
By: Jiao Luo, Stephan Meier and Felix Oberholzer-Gee
One of the benefits of Corporate Social Responsibility (CSR) programs, it has been argued, is that they build up a reservoir of public good will, shielding companies in times of trouble. In this paper, we test the view that CSR provides protection from public ire by... View Details
- March 2012
- Case
Angry Birds
By: Sunil Gupta and Dharmishta Rood
Within months of its launch in December 2009, Angry Birds, a mobile game created by a small Finnish company, Rovio Entertainment Ltd., became an international hit. By late 2011, Rovio was not only making Angry Birds games for the iPhone, Android and other mobile... View Details
- February 2012 (Revised January 2013)
- Case
The New York Times Paywall
On March 28, 2011, The New York Times website became a restricted site where most of the content was protected behind a "paywall." Users who exceeded the limit of 20 free articles per month were required to pay for either a digital or print subscription. The newspaper... View Details
- February 2012 (Revised June 2012)
- Case
Rospil.info
By: Paul Healy, Karthik Ramanna and Matthew Shaffer
What should business leaders do about corruption? In December 2011, four HBS alumni met to debate how to engage the unprecedented protests against Vladimir Putin's corrupt government, which had erupted in Russia in response to alleged fraud in the recent parliamentary... View Details
- January – February 2012
- Article
How Managers Use Multiple Media: Discrepant Events, Power, and Timing in Redundant Communication
By: Paul Leonardi, Tsedal Neeley and Elizabeth M. Gerber
Several recent studies have found that managers engage in redundant communication; that is, they send the same message to the same recipient through two or more unique media sequentially. Given how busy most managers are, and how much information their subordinates... View Details
- December 2011
- Case
Negotiating the Path of Abraham
By: James K. Sebenius and Kimberlyn Leary
The Abraham Path Initiative board faces strategic and negotiating challenges in revitalizing a route of Middle East cultural tourism following Abraham's path 4000 years ago. The Path begins in the ancient ruins of Harran, in modern-day Turkey, where Abraham first heard... View Details
- October 2011 (Revised May 2015)
- Case
The American Repertory Theater
By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson
When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by... View Details
- September 2011 (Revised March 2014)
- Case
Brightcove, Inc. in 2007
By: Andrei Hagiu and David B. Yoffie
Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing... View Details
- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
- September 2011
- Module Note
Orientation to Leadership Intelligence Days, 2011
By: Joshua D. Margolis and Anthony J. Mayo
Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
- July 2011 (Revised January 2012)
- Teaching Note
Demand Media (TN)
By: John Deighton and Leora Kornfeld
Teaching Note for 512021. View Details
- June 2011 (Revised May 2012)
- Case
Procter & Gamble: Marketing Capabilities
By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details
- May 2011 (Revised January 2013)
- Case
Nike Football: World Cup 2010 South Africa
By: Elie Ofek and Ryan Johnson
Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
- April 2011
- Case
Designs by Kate: The Power of Direct Sales
By: John A. Deighton and Sarah Abbott
The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details
- April 2011
- Case
Samsung and Google TV
By: Ramon Casadesus-Masanell, Prithvi Raj and Crystal Jean Marrie
This case describes Samsung's decision on how to pursue the growing market opportunity for internet-connected televisions, which enable consumers to access a range of web-based content including basic information (e.g. stock quotes, weather, news headlines, RSS feeds,... View Details
- March 2011 (Revised December 2012)
- Case
Demand Media
By: John Deighton and Leora Kornfeld
Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
- March 2011 (Revised August 2014)
- Background Note
Social Media in Health Care
By: Regina E. Herzlinger, Selin Gunal Tyler and Charles C. Huang
This note reviews the social media firms in health care that help providers and consumers to interact and their nascent business models. View Details