Brand Communication - Publications - Faculty & Research

14 Aug 2018
First Look

First Look at New Research and Ideas, August 14, 2018

https://www.hbs.edu/faculty/Pages/item.aspx?num=54794 Harvard Business School Case 518-047 Armarium: Luxury Fashion Brands for Rent Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted,... View Details

Keywords: by Sean Silverthorne

02 Apr 2013
First Look

First Look: April 2

http://hbr.org/search/713405-PDF-ENG Harvard Business School Case 409-112 Lawson: Becoming the Community Store of 9,000 Japanese Communities No abstract available. Purchase this case:... View Details

Keywords: Sean Silverthorne

05 Jun 2007
First Look

First Look: June 5, 2007

brand mix that would be carried. Results from the pilot store (a remodeled hypermarket in Beijing) were encouraging, with revenues and profits up and customers spending more on each visit. The company must decide how quickly to roll out... View Details

Keywords: Martha Lagace

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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12 Nov 2008
Research & Ideas

The Marketing of a President

fundraising prowess was aided by his appreciation and use of all communications media, notably the Internet, to engage voters. Obama picked up where Howard Dean left off. He leveraged his website, the blogosphere, and even user-generated... View Details

Keywords: by John Quelch

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

brands in the advertisements they watch," says Teixeira, an assistant professor at Harvard Business School who has spent the last four years figuring out the factors that make or break online ads. "In the past, when a company launched a... View Details

Keywords: by Carmen Nobel; Advertising

14 Feb 2017
First Look

First Look at New Research: February 14

areas, whereas midscale stores enter less populated, lower-income areas. We find positive causal brand effects for specific upscale and midscale stores, above and beyond market effects, but find negative causal View Details

Keywords: Sean Silverthorne

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

26 Jan 2016
First Look

January 26, 2016

enterprises, this account of managerial responsibility is also meant to address debates about the role and purpose of business firms. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50371 forthcoming Revolutionizing Innovation: Users, Communities, and... View Details

Keywords: Sean Silverthorne

03 Aug 2010
First Look

First Look: August 3

Determination Through Brand Biography Authors:Neeru Paharia, Anat Keinan, Jill Avery, and Juliet Schor Publication:Journal of Consumer Research (forthcoming) Abstract We introduce the concept of an underdog View Details

Keywords: Martha Lagace

May 2019
Teaching Note

JUUL and the Vaping Revolution

By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta

Teaching Note for HBS No. 619-006. View Details

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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

10 Mar 2015
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First Look: March 10

and then go further to consider ways the domain of innovation itself has changed. We suggest that because of fundamental shifts in communication and information processing costs and the increasing modularity of products and services, the... View Details

Keywords: Carmen Nobel

20 Dec 2016
Research & Ideas

The 10 Most Popular 'Cold Call' Podcasts

What do Stella McCartney, Apple, Netflix, and Wal-Mart have in common? They were all subjects of the most popular episodes of Harvard Business School's Cold Call podcast in the last year. Twice monthly, host and Chief Marketing and View Details

Keywords: Re: Multiple Faculty

22 Feb 2011
Research & Ideas

The Most Important Management Trends of the (Still Young) Twenty-First Century

decade have been (1) the rise of business ecosystems caused by falling transaction costs; and (2) the empowerment of users caused by the global spread of communication technologies. A business ecosystem is a group of firms that together... View Details

Keywords: by Sean Silverthorne

22 Feb 2000
Research & Ideas

The Mind of the Market: Extending the Frontiers of Marketing Thought

the Market's advisory council, for example, looks into the aforementioned concept of loyalty. Implications for marketing, according to the results, include the following: "Embody in brand communications the... View Details

Keywords: by Martha Lagace

April 2010
Teaching Note

Swire Beverages: Implementing CSR in China

By: Christopher Marquis, Alison Comings and Bobbi Thomason

Teaching Note for [410021]. View Details

Keywords: Corporate Social Responsibility and Impact; Business and Community Relations; Health; Organizational Design; Factories, Labs, and Plants; Business Strategy; Business and Stakeholder Relations; Safety; Natural Environment; Brands and Branding; Interests; Partners and Partnerships; Food and Beverage Industry; China

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December 2018 (Revised May 2019)
Case

Bord Bia: Strategically Growing Irish Exports

By: Jose B. Alvarez, Forest L. Reinhardt and Emer Moloney

Agriculture was Ireland’s largest indigenous industry. Its agri-food sector was export driven, with almost 90% of production exported. Bord Bia was the Irish government agency charged with the promotion, trade development, and marketing of the Irish food, drink, and... View Details