Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results: (500) Arrow Down
Filter Results: (500) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (1,018)
    • People  (2)
    • News  (299)
    • Research  (500)
    • Multimedia  (2)
  • Faculty Publications  (223)

Show Results For

  • All HBS Web  (1,018)
    • People  (2)
    • News  (299)
    • Research  (500)
    • Multimedia  (2)
  • Faculty Publications  (223)
← Page 17 of 500 Results →
Sort by

Are you looking for?

→Search All HBS Web
  • 11 Sep 2012
  • First Look

First Look: September 11

ambitious 20-year growth plan to transform her family's one-branch community bank into an institution with a substantial presence in southeastern Alabama. Harris Johnson was pleased, so far, with the results. Strategically they had... View Details
Keywords: Sean Silverthorne
  • 23 Oct 2018
  • First Look

New Research and Ideas, October 23, 2018

forecasts: how they are aggregated, evaluated, and communicated to stakeholders. We expect to see greater use and aggregation of probability forecasts, especially given developments in statistical modeling, machine learning, and expert... View Details
Keywords: Dina Gerdeman
  • 25 May 2021
  • Panel Discussion

Understanding the Moment

By: Lynn S. Paine, Walter Robb, H. W. Brands and Suzanne Vautrinot
How can we put recent developments in American history, and recent trends in thinking about the responsibilities of business, into perspective? What is the role of the corporation in supporting democracy and civil society? Our panelists—Lynn S. Paine, Walter Robb, H.... View Details
Keywords: Corporate Social Responsibility and Impact; Civil Society or Community
Citation
Related
"Understanding the Moment." National Association of Corporate Directors (NACD) Texas Tricities Chapter, May 25, 2021. (Panel moderator.)
  • 15 Sep 2009
  • First Look

First Look: September 15

Tang Harvard Business School Case 410-018 Shanghai Tang is a luxury brand that focuses on Chinese-inspired fashion, accessories, and home decoration products. In fall 2008, amidst a growing global economic crisis, Raphael Ie Masne,... View Details
Keywords: Martha Lagace
  • 20 Nov 2012
  • First Look

First Look: November 20

how far to go with its employees and customers was a question that President and COO Craig Boyan and his team struggled with. On one hand Boyan believed that H-E-B, long recognized for its community involvement, had a role to play in... View Details
Keywords: Sean Silverthorne
  • 15 Dec 2014
  • Research & Ideas

Deconstructing the Price Tag

itemizes what it spends on cotton, cutting, sewing, dyeing, finishing, and transporting each shirt, consumers become more attracted to the brand and more likely to purchase. “By unpacking the costs, you have the opportunity to explain... View Details
Keywords: by Dina Gerdeman; Retail
  • Article

Marketing in the Age of Web 2.0

By: Jill Avery
Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details
Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry
Citation
Read Now
Related
Avery, Jill. "Marketing in the Age of Web 2.0." Simmons Magazine, SOM Edition 90, no. 3 (Fall 2008): 21.
  • 14 Oct 2013
  • Research & Ideas

Blockbuster! Why Star Power Works

Q: Why is it so effective? A: A wide range of factors explains its success. For one, strong brands and high production values matter. Scale also brings marketing advantages: It is relatively cost-efficient to advertise those tent-pole... View Details
Keywords: by Sean Silverthorne; Entertainment & Recreation
  • February 2018
  • Case

Wiikano Orchards

By: Benson P. Shapiro and Katherine B. Hartman
Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to... View Details
Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry
Citation
Educators
Purchase
Related
Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards." Harvard Business School Brief Case 918-517, February 2018.
  • July 2003
  • Case

CARE USA

By: John A. Quelch
CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Includes color exhibits. View Details
Keywords: Nonprofit Organizations; Marketing Communications; Brands and Branding; United States
Citation
Educators
Purchase
Related
Quelch, John A., and Nathalie Laidler. "CARE USA." Harvard Business School Case 504-007, July 2003.
  • April 3, 2016
  • Guest Column

The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion

By: Aaron K. Chatterji and Michael W. Toffel
Some CEOs are making news by taking public stances on controversial social issues largely unrelated to their core business. This article summarizes the insights from our research paper that shows that such "CEO activism" can influence public opinion and consumer... View Details
Keywords: Leadership & Corporate Accountability; Non-market Strategy; Corporate Social Responsibility; Politics; Political Influence; Political Strategy; Political Risk; Equity; Gender; Climate Change; Communication Strategy; Law; Leadership; Brands and Branding; Media; Problems and Challenges; Civil Society or Community; Social Issues; Public Opinion; United States; Georgia (state, US); North Carolina; Indiana; Indianapolis
Citation
Read Now
Related
Chatterji, Aaron K., and Michael W. Toffel. "The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion." Grey Matter. New York Times (April 3, 2016), SR10.
  • 07 Mar 2019
  • Working Paper Summaries

Calculators for Women: When Identity Appeals Provoke Backlash

Keywords: by Tami Kim, Kate Barasz, Leslie John, and Michael Norton
  • 13 Jun 2005
  • Research & Ideas

Rescuing Products with Stealth Positioning

"It's not just that we wanted to break the ice with a piece of software that people would view as a game rather than a communications application," one Sony executive explained. "It's also that we wanted to establish the... View Details
Keywords: by Youngme Moon
  • 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
Citation
Purchase
Related
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
Citation
Find at Harvard
Related
Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
  • 27 Jul 2011
  • Research & Ideas

Customer Loyalty Programs That Work

to the customer's wants and needs. Two-way communication occurs at the third level with customer- or retailer-initiated feedback loops. “I think Nordstrom is a great example of a retailer that's doing it well” Alvarez has had hands-on... View Details
Keywords: by Maggie Starvish; 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
Citation
Purchase
Related
Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
  • 29 Jan 2013
  • Research & Ideas

Creating the Perfect Super Bowl Ad

sample of 82 ads for 30 brands in their homes or workplaces. The research relied on webcams that track visible changes on a person's face as they watch an ad, responding to funny, or amusing content. The software detects the slightest... View Details
Keywords: by Kim Girard; Advertising; Media & Broadcasting
  • 02 Jul 2012
  • Research & Ideas

Why Good Deeds Invite Bad Publicity

Do companies with reputations for acting in socially responsible ways receive public goodwill when unpleasant news hits? The question of how much (or even if) corporate social responsibility (CSR) policies benefit companies beyond the knowledge that they are good... View Details
Keywords: by Michael Blanding; Energy
  • December 1998
  • Case

NHL 1998: "The Coolest Game in Nagano"

By: Stephen A. Greyser and Kirk A. Goldman
Explores the National Hockey League's participation in the 1998 Winter Olympics, for which a "winter break" was taken from the regular schedule. The benefits and risks associated with the NHL's Olympic participation are one specific focus. In addition, the case address... View Details
Keywords: Risk Management; Brands and Branding; Marketing Communications; Opportunities; Competitive Strategy; Expansion
Citation
Educators
Purchase
Related
Greyser, Stephen A., and Kirk A. Goldman. NHL 1998: "The Coolest Game in Nagano". Harvard Business School Case 599-024, December 1998.
  • ←
  • 17
  • 18
  • …
  • 24
  • 25
  • →

Are you looking for?

→Search All HBS Web
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.