Filter Results:
(3,388)
Show Results For
- All HBS Web
(3,388)
- People (16)
- News (823)
- Research (1,757)
- Events (23)
- Multimedia (18)
- Faculty Publications (953)
Show Results For
- All HBS Web
(3,388)
- People (16)
- News (823)
- Research (1,757)
- Events (23)
- Multimedia (18)
- Faculty Publications (953)
- 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.)
- 12 Jun 2014
- News
The First Five Years: Minal Mehta (MBA 2011)
work with agencies to execute marketing campaigns, with BollyX, I find myself doing everything from social media posts, website copywriting, event planning, and cold calling, to strategic planning and project managing. Without a huge... View Details
- 12 Oct 2011
- First Look
First Look: October 12
form of corporate social responsibility (CSR) through a sustainable business model that also generates superior financial performance. Read the paper: http://www.europeanbusinessreview.com/?p=4538 An Exploration of Optimal Stabilization... View Details
Keywords: Sean Silverthorne
- 01 Mar 2022
- What Do You Think?
Is It Time for More Reverse Mentoring?
rest of us. An imaginative, tech savvy caregiver we employ in our home dreamed up a business based on an unsatisfactory personal experience. Despite her lack of formal training, resources, and investment, she devised a way to test her idea, order the necessary... View Details
Keywords: by James Heskett
- 03 Nov 2015
- First Look
November 3, 2015
administrations are collaborating with academic economists and other quantitative social scientists to apply such rigorous methods to the study of public finance. These developments allow for more reliable measurements of the effects of... View Details
Keywords: Sean Silverthorne
- 12 Feb 2013
- First Look
First Look: Feb. 12
(on Technology & Innovation and Management Research Methodology), the 14-volume encyclopedia now offers users a fully searchable online resource linked to the wider literature and to an associated database of handbooks and journals in... View Details
Keywords: Sean Silverthorne
- 05 May 2023
- News
Fail Better
can not always be positive. No rose gardens. So this experience of mine helped me very much. JH: Depelsha Thomas McGruder (MBA 1998) is treasurer and COO at the Ford Foundation, enabling the organization's grantmaking program as it leverages a $16 billion endowment to... View Details
- 01 Jun 2006
- News
India Arrives
who their competitors are around the world, which is a reflection of their own ambitions.” Growing Internet usage and changing social behavior have also created opportunities. WestBridge has invested in Travelguru, an View Details
Keywords: Julia Hanna
- 07 Apr 2015
- First Look
First Look: April 7
create significant value and have modest operating costs, and network effects protect their position once established-users rarely leave a vibrant platform. But these businesses also raise significant start-up challenges. Every platform... View Details
Keywords: Sean Silverthorne
- 11 Oct 2024
- Research & Ideas
How AI Could Ease the Refugee Crisis and Bring New Talent to Businesses
Nations High Commissioner for Refugees settlers, whose number is determined by an annual cap set in advance. These refugees are distributed to 10 resettlement agencies, each of which runs a network of local affiliates that have their own... View Details
- January 2023
- Case
Natura: Weathering the Pandemic at Brazil's Cosmetic Giant
By: Brian Trelstad, Pedro Levindo and Carla Larangeira
Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts... View Details
Keywords: COVID-19 Pandemic; ESG Reporting; Acquisition; Customer Focus and Relationships; Decision Making; Social Entrepreneurship; Environmental Sustainability; Environmental Management; Climate Change; Ethics; Moral Sensibility; Values and Beliefs; Global Strategy; Corporate Governance; Health Pandemics; Human Resources; Human Capital; Crisis Management; Growth and Development Strategy; Marketing; Distribution Channels; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Customer Ownership; Relationships; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Science-Based Business; Reputation; Human Needs; Social Issues; Strategy; Equality and Inequality; Beauty and Cosmetics Industry; Brazil; Latin America
- 15 Dec 2015
- News
The Year in Ideas 2015
From social media to the grocery store to the corner office and all the way to the stratosphere, the research and entrepreneurial adventures HBS faculty, doctoral students and alumni undertook this year have changed the way we understand... View Details
- 09 Aug 2013
- Research & Ideas
Read All About It: Digital CEO Buys Traditional Media!
focus on digital innovations but kept it organizationally separate from the paper. One of the lab's most famous creations was its Social Reader, a product designed for Facebook and the first by any major paper to experiment with directly... View Details
- 09 Sep 2009
- First Look
First Look: September 9
Social Legitimacy and Global Capitalism Authors:Rawi Abdelal and John G. Ruggie Publication:Chap. 7 in New Perspectives on Regulation, edited by David Moss and John Cisternino, 151-162. Cambridge, Mass.: The Tobin Project, 2009 Abstract... View Details
Keywords: Martha Lagace
- 04 Oct 2004
- Research & Ideas
Start to Measure Your E-commerce Success
"The study of e-commerce has unfolded in much the same way that e-commerce thrust itself on the business world—with a great deal of overstatement," says Marc J. Epstein, Visiting Professor and Wyss Visiting Scholar in Social... View Details
Keywords: by Marc J. Epstein
- 16 Apr 2019
- First Look
New Research and Ideas, April 16, 2019
between immigrants and natives. Results in this paper indicate that, even when diversity is economically beneficial, it may nonetheless be socially hard to manage. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=55981... View Details
Keywords: Dina Gerdeman
- 22 Apr 2014
- First Look
First Look: April 22
August 2013 Journal of Experimental Social Psychology Getting the Most Out of Giving: Concretely Framing a Prosocial Goal Maximizes Happiness By: Rudd, Melanie, Jennifer Aaker, and Michael I. Norton Abstract—Across six field and... View Details
Keywords: Sean Silverthorne
- 01 Sep 2003
- News
Dean Clark Reflects on the School’s Key Initiatives
Program, this winter we will launch a new required course to help students understand the legal, ethical, economic, and social responsibilities of organizations and their employees, including the role of personal values in individual... View Details
- 01 Jun 2014
- News
Screen Saver
chances. "Moviegoing is embedded in the American social fabric," he says during a conversation at AMC's Theatre Support Center (the company's corporate headquarters) in Leawood, a suburb of Kansas City, Missouri. "We provide the... View Details
- Web
Supplemental Financial Information | Annual Report 2024
fiscal 2024, compared with 21 percent in fiscal 2023. HBS Online HBS Online revenue increased by $2 million, or 3 percent, to $70 million in fiscal 2024. The result fell short of expectations, reflecting in... View Details