Publications

12 Mar 2012
Research & Ideas

Crowded at the Top: The Rise of the Functional Manager

game-changers such as e-mail accounts, intranets, and enterprise resource planning (ERP) software. "You might expect that advances in information technology would increase the number of people you could manage because it makes it easier to View Details

Keywords: by Carmen Nobel

October 2003 (Revised August 2005)
Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman

The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details

Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact

August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

December 1992
Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details

Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany

February 2022
Case

Paul Polman

By: Elizabeth A. Keenan, Youngme Moon and Susie Ma

Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate... View Details

Keywords: Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Leadership; Corporate Accountability; Personal Development and Career; Corporate Social Responsibility and Impact; Ethics; Values and Beliefs; Social Issues; Philanthropy and Charitable Giving

31 Dec 2012
Research & Ideas

Most Popular Stories of 2012

Published: March 5, 2012 The stuffy department store chain has become emboldened under new CEO Ron Johnson, with plans for an innovative store upgrade, simplified prices, and a brand polish. Professor Rajiv Lal discusses whether Johnson... View Details

Keywords: by Staff

15 Mar 2011
First Look

First Look: March 15

the natural environment while creating urban living capacity by combining low carbon and resource-efficient development with the use of information and communication technologies (ICT) to better manage complex urban systems. Download the... View Details

Keywords: Sean Silverthorne

03 Dec 2007
Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

girls reveal insecurities about their looks, showing the harm done by unrealistic standards set by the industry. (Dove is also the subject of a new case by Deighton.) “Authenticity becomes a much more desirable property than exaggeration.” "The story of Dove is one of... View Details

Keywords: by Julia Hanna; Publishing; Advertising

28 Oct 2019
Research & Ideas

Brick-and-Mortar Stores Are Making a Comeback

to build a relationship with the customer and communicate the brand in an experiential way. There’s still a purpose for physical shopping in today’s environment; it just has to feel different from what we’ve... View Details

Keywords: by Jen McFarland Flint; Retail

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... View Details

Keywords: Re: Boris Groysberg

20 Apr 2010
First Look

First Look: April 20

Industry Author: Geoffrey Jones Publication: Oxford and New York: Oxford University Press, 2010 Abstract The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and... View Details

Keywords: Martha Lagace

November 2022 (Revised March 2023)
Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta

This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details

November 2022 (Revised March 2023)
Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta

This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details