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Show Results For
- All HBS Web
(1,001)
- People (2)
- News (341)
- Research (337)
- Multimedia (14)
- Faculty Publications (217)
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- 06 Aug 2007
- Research & Ideas
High Hills, Deep Poverty: Explaining Civil War in Nepal
first stabilized." Iyer explained more in an interview. Martha Lagace: What sparked your interest in Nepal? Lakshmi Iyer: I was in Nepal before the conflict started. It is a beautiful country and it's a real pity they have descended... View Details
Keywords: by Martha Lagace
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- 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; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics 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.)
- 22 Feb 2016
- Research & Ideas
The ‘Mother of Fair Trade’ was an Unabashed Price Protectionist
important roles in the passage of child labor laws, union labor campaigns, and City Beautiful movements, for example. But Sawyer notes that Gleason is exceptional in that she didn’t participate in issues considered maternal or those... View Details
- Research Summary
Overview
Professor Jones researches the history and impact of global firms. In recent years he has prublished extensively on the ecological and social responsibility of business leaders. He has a strong interest in the business history of emerging markets. He founded and... View Details
Keywords: Entrepreneurship; Ethics; Globalization; Government and Politics; History; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Africa; Asia; Europe; Latin America; Middle East; North and Central America; Oceania
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
the products they are trying to sell, be it apparel, cars, or beauty products. By conducting field research, I wanted to better grasp what has now become a key marketing instrument for many companies, and understand how and why they make... View Details
- 15 Aug 2017
- First Look
First Look at New Research and Ideas, August 15, 2017
liberating for women, but some of her strategies, such as wearing white coats in many advertisements designed to signal that she was scientifically qualified, can be used to support a more critical view of the beauty industry. Purchase... View Details
Keywords: Sean Silverthorne
- 23 Jun 2009
- First Look
First Look: June 23
School Supplement 509-067 By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second... View Details
Keywords: Martha Lagace
- 10 Apr 2007
- First Look
First Look: April 10, 2007
her passion for travel, her appreciation of China's beauty and culture, and her desire to start her own business. Describes the startup of WildChina, a tour company targeting a high-end clientele with unusual and high-quality products,... View Details
Keywords: Martha Lagace
- 03 Aug 2015
- Research & Ideas
Why Fierce Competitors Apple and Amazon Became ’Frenemies’ Over eReaders
"The beauty about the mathematical model is that it allows us to show mathematically that our intuition works; it also allows us to investigate how various factors such as different platform production costs and exclusive content affect... View Details
- 05 Sep 2008
- What Do You Think?
Is Case Method Instruction Due for an Overhaul?
beauty ... is that it is not about learning to solve today's problems, but rather about developing the skills and discipline(s) which are timeless." Clinton Gerst suggested some limits of the method in commenting that "The case... View Details
- 03 Dec 2007
- Research & Ideas
Authenticity over Exaggeration: The New Rule in Advertising
the "consumer" label altogether. It's too limiting. Deighton cites Dove's "Real Beauty" campaign, a multiphase effort with an underlying theme that subverts traditional beauty product messages of aspiration and perfection. In one ad,... View Details
- 01 Aug 2000
- Research & Ideas
A Latin American Vision: New HBS Research Center Opens
mountains were covered with a white blanket of snow. In the first rays of the morning sun they looked full of diamonds. And I thought, 'How beautiful.' "After three decades, the beauty of Latin America has not changed," Austin... View Details
Keywords: by Martha Lagace
- 15 Apr 2002
- Research & Ideas
In the Virtual Dressing Room Returns Are A Real Problem
that are easier to specify: computer software (offline-to-online ratio $0.99); health and beauty products ($0.93); music/video products ($0.83); and books ($0.68). 3 Ample evidence suggests that current B2C sites are unable to... View Details
- 24 Jul 2018
- First Look
New Research and Ideas, July 24, 2018
to its—and Morocco’s—benefit. Purchase this case:https://hbsp.harvard.edu/product/718002-PDF-ENG Harvard Business School Case 218-049 Nykaa.com: A Passion for Beauty Being an entrepreneur was a childhood dream for Falguni Nayar. The... View Details
Keywords: Dina Gerdeman
- 2013
- Book
Entrepreneurship and Multinationals: Global Business and the Making of the Modern World
By: Geoffrey Jones
This book examines the history of entrepreneurship and multinationals in the making of the modern world. In recent years economists, historians, and political scientists have written extensively on the history of globalization and patterns of global wealth and poverty,... View Details
Keywords: FDI; Economic History; Business History; Industrial Organization; Chinitz; Agglomeration; Clusters; Cities; Mines; Globalization; Entrepreneurship; Government and Politics; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Africa; Asia; Europe; Latin America; Middle East; North and Central America; South America
Jones, Geoffrey. Entrepreneurship and Multinationals: Global Business and the Making of the Modern World. Northampton, MA: Edward Elgar Publishing, 2013.
- September–October 2022
- Article
Should Your Company Sell on Amazon?: Reach Comes at a Price
By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers.
In this article, the authors present a scorecard to... View Details
Keywords: Retail; Retailing; Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Amazon; Amazon.com; Sales; Digital Marketing; Internet and the Web; Business Model; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States
Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.
- 30 Nov 2018
- What Do You Think?
What’s the Best Administrative Approach to Climate Change?
Summing Up: Should a 'Montreal Protocol' for Administering Global Warming Be Pursued? Climate change and how to manage it is a daunting subject. Nevertheless, several readers of this month’s column were willing to venture a model or two for administering a system... View Details
- 24 Oct 2006
- First Look
First Look: October 24, 2006
first experience with POE systems, and the implementation team must determine how best to introduce the technology to the physicians and other personnel who will use it. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=603060 Natura:... View Details
Keywords: Sean Silverthorne
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)