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  • All HBS Web  (969)
    • News  (180)
    • Research  (608)
    • Events  (2)
    • Multimedia  (4)
  • Faculty Publications  (239)

Show Results For

  • All HBS Web  (969)
    • News  (180)
    • Research  (608)
    • Events  (2)
    • Multimedia  (4)
  • Faculty Publications  (239)
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  • 22 May 2012
  • First Look

First Look: May 22

1993-termed as High Sustainability companies-exhibit fundamentally different characteristics from a matched sample of firms that adopted almost none of these policies-termed as Low Sustainability companies. In particular, we find that the boards of directors of these... View Details
Keywords: Sean Silverthorne
  • 07 Jun 2011
  • First Look

First Look: June 7

managing the operations of companies whose activities stretch across national boundaries. The purpose of this book is to provide a conceptual framework showing the interplay between the multinational corporation, the countries in which it... View Details
Keywords: Sean Silverthorne
  • 10 Sep 2008
  • Research & Ideas

Long-Tail Economics? Give Me Blockbusters!

also worries that a company is at risk if sales depend too much on one or two megabrands that could run into lawsuits from generic competitors or regulatory challenges. On the other hand, the president of Warner Bros. (think Batman) aims... View Details
Keywords: by John Quelch; Entertainment & Recreation; Pharmaceutical
  • 03 Mar 2015
  • First Look

First Look: March 3

Brightwork Brand Holdings Corp. acquired it as an asset purchase in 2011. Ghurka, under CEO John Reuter, worked to re-launch the brand with a ten-year, three-phase growth plan. The company aimed to be profitable by 2016. Management worked... View Details
Keywords: Sean Silverthorne
  • 16 Apr 2001
  • Research & Ideas

Strategy and the Internet

If average profitability is under pressure in many industries influenced by the Internet, it becomes all the more important for individual companies to set themselves apart from the pack—to be more profitable than the average performer.... View Details
Keywords: by Michael E. Porter
  • 17 May 2011
  • First Look

First Look: May 17

Pay-for-Performance: Implications for the Strategic Compensation of Employees Authors:Ian Larkin, Lamar Pierce, and F. Gino Abstract Most research linking compensation to strategy relies on agency theory economics and focuses on executive... View Details
Keywords: Sean Silverthorne
  • 01 Nov 1999
  • Research & Ideas

John H. Patterson and the Sales Strategy of the National Cash Register Company, 1884 to 1922

John H. Patterson created an intricate system of management to monitor and train company salesman. He gave them scripts to memorize and assigned them territory to cover. He held conventions and thematic sales contests, and pressured... View Details
Keywords: by Walter A. Friedman
  • November 1991
  • Case

Magic Johnson: Endorsements ""After""...?

By: Stephen A. Greyser
On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details
Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Consumer Products Industry; Sports Industry; Entertainment and Recreation Industry
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Greyser, Stephen A. Magic Johnson: Endorsements ""After""...? Harvard Business School Case 592-057, November 1991.
  • March 2013
  • Article

For Mobile Devices, Think Apps, Not Ads

By: Sunil Gupta
Many companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to... View Details
Keywords: Applications and Software; Advertising; Mobile and Wireless Technology; Innovation and Invention
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Gupta, Sunil. "For Mobile Devices, Think Apps, Not Ads." Harvard Business Review 91, no. 3 (March 2013).
  • September 2021
  • Case

Publicis Groupe 2021: Changing Nearly Everything

By: Rosabeth Moss Kanter, Tonia Labruyere and Vincent Dessain
After succeeding long-time CEO Maurice Levy as top leader of the world’s third largest advertising, marketing, and communications company, headquartered in France, Arthur Sadoun accelerates digital transformation through a new platform drawing on talent from any of the... View Details
Keywords: COVID-19 Pandemic; Change Management; Transition; Transformation; Leadership; Digital Transformation; Advertising Industry; France; United States
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Kanter, Rosabeth Moss, Tonia Labruyere, and Vincent Dessain. "Publicis Groupe 2021: Changing Nearly Everything." Harvard Business School Case 322-050, September 2021.
  • 08 Sep 2014
  • Research & Ideas

The Strategic Way To Hire a Sales Team

management," says Cespedes, a senior lecturer in the Entrepreneurial Management unit at Harvard Business School. "But far fewer confront a basic fact: Companies typically spend much more money and hire many more people,... View Details
Keywords: by Carmen Nobel
  • 19 Dec 2006
  • First Look

First Look: December 19, 2006

advertising subject to constraints on customer growth. By relaxing constraints on growth by one customer, we can then impute their lifetime value to the firm. We apply our model to data from an auction house. Our results show that there... View Details
Keywords: Sean Silverthorne
  • 12 Dec 2005
  • Research & Ideas

Using the Law to Strategic Advantage

Most managers think the legal department is that office down the hall where they go to keep out of trouble or write a binding patent agreement. And that's shortsighted, says Harvard Business School professor Constance Bagley. A company... View Details
Keywords: by Sean Silverthorne; Legal Services
  • 27 Nov 2019
  • Sharpening Your Skills

Secrets for Creating a Long-Lasting Brand

aboard with a plan to revive the brand. Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX) Companies that come to epitomize a nascent market—think Uber, Starbucks, or SpaceX—can capture... View Details
Keywords: by Sean Silverthorne; Retail
  • 02 Feb 2016
  • First Look

February 2, 2016

recovered after the company implemented an effective advertising strategy. Facebook worked to maintain its "hacker ethos" and remain nimble as it matured. The company... View Details
Keywords: Sean Silverthorne
  • 12 Mar 2006
  • Research & Ideas

New Research Explores Multi-Sided Markets

operating system companies need both end-users and application developers. Increasingly, thanks in large part to technology and the Internet, multi-sided markets are becoming more common. But how do they work? What are effective... View Details
Keywords: by Sean Silverthorne; Technology
  • 19 Apr 2004
  • Research & Ideas

Birth of the American Salesman

twentieth century, Americans read how-to-sell books and turned Bruce Barton's The Man Nobody Knows (1925), which portrayed Jesus Christ as a successful sales and advertising executive, into a bestseller. Books on salesmanship skills still... View Details
Keywords: by Laura Linard
  • 20 Nov 2012
  • First Look

First Look: November 20

  PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a... View Details
Keywords: Sean Silverthorne
  • 14 Sep 2007
  • Research & Ideas

How to Profit from Scarcity

ramping up production of a car is more challenging than printing an extra run of a book. But after its initial error, VW made some smart decisions to mitigate the damage. First, the company rewarded their best dealers by making the scarce... View Details
Keywords: by John Quelch; Advertising; Advertising
  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to View Details
Keywords: by Sean Silverthorne
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