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  • All HBS Web  (1,018)
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    • Multimedia  (2)
  • Faculty Publications  (223)
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  • May 2022
  • Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
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Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-068, May 2022.
  • December 1992
  • Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
  • 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
  • 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
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Keenan, Elizabeth A., Youngme Moon, and Susie Ma. "Paul Polman." Harvard Business School Case 322-098, February 2022.
  • 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
  • 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
  • May 2000
  • Supplement

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier
Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details
Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry
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Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
  • 26 May 2009
  • Research & Ideas

Improving Market Research in a Recession

the do-it-yourself approach rather than outsourcing to a market research firm is attractive in a cost-cutting era, but you risk getting no more than what you pay for. The opinions of convenience sample of an enthusiastic online brand... View Details
Keywords: by John Quelch
  • 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
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School PowerPoint Supplement 623-012, November 2022. (Revised March 2023.)
  • 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
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School Supplement 623-011, November 2022. (Revised March 2023.)
  • 23 Feb 2021
  • Research & Ideas

COVID-19 Shines New Light on Working Conditions in Supply Chains

question is: In the wreckage of a collapsed building, whose labels do you find? Often, the activist community will point their fingers at the brands for basically enabling those factories to exist and to... View Details
Keywords: by Danielle Kost; Apparel & Accessories
  • 29 Sep 2015
  • First Look

September 29, 2015

dysfunction had been tracked. Key factors for integrating outcomes measurement into the clinical workflow include ongoing communication between cross-functional teams composed of clinicians and technical professionals, an iterative design... View Details
Keywords: Sean Silverthorne
  • 10 Jan 2005
  • Research & Ideas

Motivation and the Cross-Sector Alliance

but in the Partnering Motivation Spectrum, the focus is simply on the partners' motivations rather than the ultimate outcomes. Altruistic motives are centered, for example, on helping individuals in need, solving community problems, or... View Details
Keywords: by James Austin, Ezequiel Reficco & SEKN research team
  • 20 Sep 2016
  • First Look

September 20, 2016

to Jewish organizational life. Inspired by 30 years of pioneering work by retail giant Leslie Wexner’s philanthropic focus on Jewish leadership, More Than Managing brings together diverse and remarkable thinkers to address challenges facing View Details
Keywords: Sean Silverthorne
  • 19 Jun 2012
  • First Look

First Look: June 19

case:http://cb.hbsp.harvard.edu/cb/product/312002-PDF-ENG EILEEN FISHER: Repositioning the Brand Anat Keinan, Jill Avery, Fiona Wilson, and Michael I. NortonHarvard Business School Case 512-085 Well-established fashion View Details
Keywords: Sean Silverthorne
  • 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
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Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
  • 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 small, U.S. fragrance company... View Details
Keywords: Sean Silverthorne
  • 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
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Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
  • 05 Jan 2009
  • Research & Ideas

Most Popular Articles and Working Papers 2008

are not entirely mysterious. In fact, marketers of successful brands regularly draw on a rich assortment of insights excavated from research into basic frames or orientations we have toward the world around us, according to HBS professor... View Details
Keywords: by Staff
  • 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
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