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Show Results For
- All HBS Web
(3,479)
- People (5)
- News (788)
- Research (2,177)
- Events (7)
- Multimedia (39)
- Faculty Publications (1,723)
- 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; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage 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; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage 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.)
- 22 Jun 2021
- Research & Ideas
The COVID-19 Mutiny: When Teams Leave and Take Their Clients
industrial washer in the spin cycle, putting entire industries (arts and entertainment, tourism, food and hospitality) at risk even as others (real estate, construction, and home services) experienced record demand. In the United States,... View Details
- 05 Dec 2017
- First Look
First Look at New Research and Ideas, December 5, 2017
sales, marketing, and communication had made its yogurt a hit with consumers, and its entrepreneurial and innovative culture made it popular with its employees. But by 2012, major food companies, such as General Mills and Groupe Danone,... View Details
Keywords: Sean Silverthorne
- 08 Dec 2015
- First Look
December 8, 2015
and two laboratory experiments in food service settings suggest that transparency that 1) allows customers to observe operational processes (process transparency) and 2) allows employees to observe customers (customer transparency) not... View Details
Keywords: Sean Silverthorne
- 24 Jun 2014
- First Look
First Look: June 24
terms shape the impact of economic shocks on trade. Analysis of transaction-level data from a U.S.-based exporter of frozen and refrigerated food products, primarily poultry, reveals broad patterns about the use of alternative financing... View Details
Keywords: Sean Silverthorne
- 24 Feb 2014
- Research & Ideas
Busting Six Myths About Customer Loyalty Programs
offered in the lounges—showers, spa, Internet connection, appetizing free food and drinks, along with the opportunity to rest during a layover—is exceptional value to members. There is even a higher class of lounge facilities for an even... View Details
- 01 Dec 2022
- News
December 2022 Alumni and Faculty Books and Podcasts
it the Silicon Valley of its day. Pittsburgh was first in steel, food processing, and electricity, and the leaders of those industries—Carnegie, Frick, Heinz, and Westinghouse—are names we still know today. Amid this fevered atmosphere,... View Details
- 16 Dec 2020
- Blog Post
Alumni on the Black Lives Matter Movement
1996), a CEO in the food industry, and his son, Carson, were recently featured in a “Today” show segment on Black fatherhood in America. Led by Al Roker, the show discussed how the recent murders of Black people have put renewed emphasis... View Details
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States; North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- 06 Mar 2018
- First Look
First Look at Research and Ideas, March 6, 2018
prepackaged or processed foods, and providing meaningful work for front-line food services employees. To instill employees with a sense of ownership, JOE & THE JUICE had developed a transparent promotion and compensation scheme, a... View Details
Keywords: Sean Silverthorne
- 01 Mar 2017
- News
A Summit Higher Than Everest
above sea level, the men faced a tough decision: How long could they safely wait for the weather to clear to continue to the summit, 15,325 feet above sea level? Only a few days of food and, more vitally, heating fuel remained. To give... View Details
- 01 Dec 2012
- News
From Where We Stand
1981, dba 1995), professor (ret.), Harvard Business School, Boston, Massachusetts Although she never seeks attention for herself, Irene Rosenfeld is on just about every "most powerful" list and her accomplishments in leading Kraft Foods... View Details
- 01 Dec 2008
- News
Business at the Summit
’59), and was moderated by PBS’s Charlie Rose. Whitman, former CEO of eBay, noted that most Americans are “deeply afraid” as they watch energy and food costs rise and their retirement accounts shrink. More must be done, she said, to... View Details
- 31 Mar 2009
- First Look
First Look: March 31, 2009
for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management of promotion, marketing research, sales management, distribution, and cost... View Details
Keywords: Martha Lagace
- 21 May 2019
- Blog Post
Asian Pacific American Heritage Month at HBS
identity flux. But being Asian-American also Taught me how to say “I love you” without words; Inspired me to paint, write, and reflect; Helped me embrace the differences we all have. Ayezan Malik - MBA ‘20 I was born in Lahore, Pakistan – an ancient city in... View Details
- 2017
- Book
Profits and Sustainability: A History of Green Entrepreneurship
By: Geoffrey Jones
This book explores whether profits and environmental sustainability are compatible through the lens of a global history of green entrepreneurship between the nineteenth century and today. It tells the story of the extraordinary and often eccentric men and women who... View Details
Keywords: Environmental Entrepreneurship; Green Business; Sustainability; Entrepreneurship; Ethics; Business History; Religion; Environmental Sustainability; Agriculture and Agribusiness Industry; Banking Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Alternative Energy Industry; Financial Services Industry; Food and Beverage Industry; Green Technology Industry; Tourism Industry; Africa; Asia; Europe; Latin America; North and Central America; Oceania
Jones, Geoffrey. Profits and Sustainability: A History of Green Entrepreneurship. New York: Oxford University Press, 2017.
- 24 Jul 2007
- First Look
First Look: July 24, 2007
expansion for future generations. A rewritten version of an earlier case. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=605047 Nestle's Milk District Model: Economic Development for a Value-Added Food... View Details
Keywords: Martha Lagace
- 10 Mar 2021
- News
New Releases: Alumni and Faculty Books, Podcasts
moms don’t have time to do: eat, read, work out, breathe, and have sex. Actress Evangeline Lilly writes about the importance and impact of film. Bestselling author Rene Denfeld focuses on her relationship with food after growing up... View Details
- 13 Oct 2015
- First Look
October 13, 2015
has been shown to improve consumer perceptions of service value, existing theory posits that increased contact between consumers and producers may diminish work performance. Two field and two laboratory experiments in food service... View Details