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  • 2010
  • Article

The Strategic Use of Brand Biographies

By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry
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  • October 2000 (Revised August 2001)
  • Case

Avon Products (B)

By: Lynn S. Paine and Greg Rogers
Presents the results of the decision taken in the (A) case. Describes the subsequent challenges faced by Avon Products in promulgating its globalization worldwide. View Details
Keywords: Organizational Culture; Gender; Cross-Cultural and Cross-Border Issues; Beauty and Cosmetics Industry
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  • 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; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
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  • 21 Aug 2012
  • First Look

First Look: August 21

http://www.hbs.edu/research/pdf/13-016.pdf Channels of Influence Authors:Lauren Cohen, Umit G. Gurun, and Christopher J. Malloy Abstract We demonstrate that simply by using the ethnic makeup surrounding a... View Details
Keywords: Sean Silverthorne
  • 12 Aug 2008
  • First Look

First Look: August 12, 2008

2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty business. These included the long-established, but relatively... View Details
Keywords: Sean Silverthorne
  • 23 Dec 2013
  • Research & Ideas

Just How Independent are ‘Independent’ Directors?

often has as much to do with their relationships with one another as their concern for the company. "Boards are populated by living, breathing people who have their own interests, and understanding the View Details
Keywords: by Michael Blanding
  • 17 Mar 2008
  • Research & Ideas

The Lessons of Business History: A Handbook

history questions concerning the growth of large firms and the reasons why particular firms became global leaders, but I also venture beyond the traditional comfort zone for a business historian by delving into social View Details
Keywords: by Sean Silverthorne
  • 11 Feb 2019
  • Research & Ideas

The Business of Saving the Planet

"The fact that the benefits of addressing the problem of climate change almost certainly outweigh the costs ... does not make concerted global action to address the problem easy." —Climate Change in 2018: Implications for Business If there is one positive... View Details
Keywords: by Sean Silverthorne; Energy; Green Technology
  • 25 Apr 2018
  • Research & Ideas

We May Have Taken Too Much Credit for Easing Workplace Segregation

management ranks. Koning and Ferguson took a broader approach. They reviewed data collected by the Equal Employment Opportunity Commission between 1971 and 2014, determining the racial View Details
Keywords: by Dina Gerdeman
  • 11 Sep 2012
  • First Look

First Look: September 11

economies across and within activities vary by activity and type of organic expansion; and (4) across-activity internal economies are asymmetric. Download the paper:... View Details
Keywords: Sean Silverthorne
  • April 2021
  • Supplement

Exercise for Revlon: Surviving Covid-19

By: Kristin Mugford and Sarah Gulick
Exercise for Revlon: Surviving Covid-19 View Details
Keywords: Leveraged Buyouts; Insolvency and Bankruptcy; Financial Liquidity; Bonds; Corporate Finance; Borrowing and Debt; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States
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  • November 2010 (Revised December 2011)
  • Supplement

Oriflame S.A. (C)

By: David F. Hawkins and Karol Misztal
Notes from Oriflame's 2009 annual report relevant to the assessment of the monetary impact of Oriflame's FX risk management actions. View Details
Keywords: Financial Reporting; Financial Statements; International Accounting; Currency Exchange Rate; Annual Reports; Management Analysis, Tools, and Techniques; Risk Management; Standards; Beauty and Cosmetics Industry
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  • 04 Jan 2012
  • First Look

First Look: January 4

nonfinancial information that has not yet been provided. Globalization and Beauty: A Historical and Firm Perspective Author:G. Jones Publication:EurAmerica 41, no. 4 (December 2011) Abstract This paper uses... View Details
Keywords: Carmen Nobel
  • 18 Nov 2002
  • Research & Ideas

Enterprising Women—a History

including Hope in a Jar: The Making of America's Beauty Culture (1998). A'lelia Bundles, director of talent development for ABC News, and author of On Her Own Ground: The Life View Details
Keywords: by Laura Linard
  • 18 Oct 2011
  • First Look

First Look: October 18

makeups support more chain restaurants, but that other factors, including suburban sprawl and public transit commuters, also have some impact. Read the paper:... View Details
Keywords: Sean Silverthorne
  • 13 May 2002
  • Book

Bringing the Master Passions to Work

looking inward to see the flaw, the shortcoming, the difference between himself and God, he curses and rebels; he leaks profanities wherever his athletic body takes him. And it... View Details
Keywords: by Mihnea C. Moldoveanu & Nitin Nohria
  • August 2010 (Revised November 2010)
  • Supplement

Cosmeticos de Espana, S.A. (C)

By: David F. Hawkins
The third case in the Cosmeticos de Espana case series. What should management's accounting response be to a further devaluation of the Bolivar? View Details
Keywords: Financial Statements; Decision Choices and Conditions; Inflation and Deflation; Currency Exchange Rate; Beauty and Cosmetics Industry; Spain; Venezuela
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  • March 1990 (Revised March 1992)
  • Supplement

Mary Kay Cosmetics: Sales Force Incentives (B)

By: Robert L. Simons
Details the changes made to the VIP automobile plan. View Details
Keywords: Motivation and Incentives; Salesforce Management; Beauty and Cosmetics Industry
Related
  • 07 Jan 2013
  • Lessons from the Classroom

Culture Changers: Managing High-Impact Entrepreneurs

managers can team with creative talent in six "culture industries": Fashion, publishing, art/architecture/design, film, music, and food. Her subjects include fashion pioneer Chanel, publishers Penguin View Details
Keywords: by Sean Silverthorne; Beauty & Cosmetics; Beauty & Cosmetics; Beauty & Cosmetics; Beauty & Cosmetics; Beauty & Cosmetics
  • 22 Jan 2013
  • First Look

First Look: Jan. 22

had developed a unique set of benefits and cultural amenities for its employees, including a beautiful residential campus, known as the Living Quarters (LQ), and an award... View Details
Keywords: Sean Silverthorne

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