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      • March 2006 (Revised February 2007)
      • Case

      Massive Incorporated (A)

      By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston
      How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at... View Details
      Keywords: Emerging Markets; Product Launch; Digital Marketing; Business Startups; Advertising Industry
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      Lassiter, Joseph B., III, Clark Gilbert, and Victoria Winston. "Massive Incorporated (A)." Harvard Business School Case 806-126, March 2006. (Revised February 2007.)
      • March 2006
      • Teaching Note

      American Legacy: Beyond the Truth Campaign (TN)

      By: Youngme E. Moon
      Keywords: Advertising Campaigns
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      Moon, Youngme E. "American Legacy: Beyond the Truth Campaign (TN)." Harvard Business School Teaching Note 506-056, March 2006.
      • March 2006 (Revised February 2007)
      • Case

      Massive Incorporated (B)

      By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston
      Keywords: Emerging Markets; Product Launch; Digital Marketing; Business Startups; Advertising Industry
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      Lassiter, Joseph B., III, Clark Gilbert, and Victoria Winston. "Massive Incorporated (B)." Harvard Business School Case 806-127, March 2006. (Revised February 2007.)
      • December 2005 (Revised February 2019)
      • Case

      Brighter Smiles for the Masses--Colgate vs. P&G

      By: Felix Oberholzer-Gee, Dennis Yao and Filipa Azevedo Jorge
      In 2000, Procter & Gamble Co. introduced Crest Whitestrips, a new, revolutionary product that allowed consumers to whiten their teeth at home. With Whitestrips, P&G created an entire new category in oral care, worth $460 million in 2002. Whitestrips sent P&G's main... View Details
      Keywords: Competitive Advantage; Competitive Strategy; Advertising; Product Launch; Patents; Price; Performance Effectiveness; Consumer Products Industry
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      Oberholzer-Gee, Felix, Dennis Yao, and Filipa Azevedo Jorge. "Brighter Smiles for the Masses--Colgate vs. P&G." Harvard Business School Case 706-435, December 2005. (Revised February 2019.)
      • November 2005 (Revised February 2009)
      • Case

      Publicis Groupe: Leading Creative Acquisitions

      By: Rosabeth M. Kanter and Ryan Raffaelli
      The CEO of a French-based advertising agency network led a series of high-profile acquisitions that created the world's 4th largest global communications company, after a failed strategic alliance taught him lessons about leadership and business relationships. View Details
      Keywords: Mergers and Acquisitions; Leadership; Management Succession; Partners and Partnerships; Cooperation; Integration; France
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      Kanter, Rosabeth M., and Ryan Raffaelli. "Publicis Groupe: Leading Creative Acquisitions." Harvard Business School Case 506-010, November 2005. (Revised February 2009.)
      • September 2005 (Revised July 2006)
      • Case

      Kingsford Charcoal

      By: Das Narayandas and Alison Berkley Wagonfeld
      Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year. During most of this time, the charcoal category as a whole grew as well. However, the summer of 2000 represented the first softening in the category in several... View Details
      Keywords: Price; Marketing Strategy; Business Growth and Maturation; Advertising; Brands and Branding; Consumer Products Industry; United States
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      Narayandas, Das, and Alison Berkley Wagonfeld. "Kingsford Charcoal." Harvard Business School Case 506-020, September 2005. (Revised July 2006.)
      • September 2005 (Revised October 2005)
      • Case

      Agora SA

      By: Tarun Khanna, Krishna G. Palepu, Vincent Dessain and Monika Stachowiak
      Tells the story of Agora, the largest media company in Poland, describing its corporate strategy of diversification since its founding in 1989 by entrepreneurial journalists closely linked to the anti-communist movement Solidarity. Describes in detail Gazeta Wyborcza,... View Details
      Keywords: Diversification; Competition; Media; Corporate Strategy; Emerging Markets; Journalism and News Industry; Media and Broadcasting Industry; Germany; Poland
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      Khanna, Tarun, Krishna G. Palepu, Vincent Dessain, and Monika Stachowiak. "Agora SA." Harvard Business School Case 706-425, September 2005. (Revised October 2005.)
      • 2005
      • Working Paper

      The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market

      By: Anita Elberse and Bharat N. Anand
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      Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Harvard Business School Working Paper, No. 05-060, March 2005. (Revised July 2006, 2nd revision January 2007.)
      • January 2005
      • Supplement

      Intel Commercials

      By: Youngme E. Moon and Christina L. Darwall
      Presents 14 Intel television commercials. View Details
      Keywords: Advertising; Computer Industry
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      Moon, Youngme E., and Christina L. Darwall. "Intel Commercials." Harvard Business School Video Supplement 505-708, January 2005.
      • December 2004 (Revised October 2005)
      • Case

      Hasbro Games -- POX (A)

      By: David B. Godes and Elie Ofek
      Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
      Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
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      Godes, David B., and Elie Ofek. "Hasbro Games -- POX (A)." Harvard Business School Case 505-046, December 2004. (Revised October 2005.)
      • December 2004 (Revised December 2005)
      • Case

      Nectar: Making Loyalty Pay

      By: John A. Deighton
      Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details
      Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain
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      Deighton, John A. "Nectar: Making Loyalty Pay." Harvard Business School Case 505-031, December 2004. (Revised December 2005.) (request a courtesy copy.)
      • November 2004 (Revised April 2009)
      • Case

      Launching the New MINI

      By: Douglas B. Holt and John A. Quelch
      Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin... View Details
      Keywords: Advertising; Brands and Branding; Marketing Strategy; Product Launch; Creativity; Auto Industry; United States
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      Holt, Douglas B., and John A. Quelch. "Launching the New MINI." Harvard Business School Multimedia/Video Case 505-020, November 2004. (Revised April 2009.)
      • Oct 2004
      • Conference Presentation

      The Effectiveness of Pre-Release Advertising for Motion Pictures

      By: Anita Elberse
      Keywords: Marketing; Performance Effectiveness; Advertising; Motion Pictures and Video Industry
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      Elberse, Anita. "The Effectiveness of Pre-Release Advertising for Motion Pictures." Paper presented at the Northeast Marketing Consortium, Johnson Graduate School of Management, Cornell University, October 2004.
      • September 2004 (Revised February 2010)
      • Case

      The Passion of the Christ (A)

      By: John A. Quelch, Anita Elberse and Anna Harrington
      Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and... View Details
      Keywords: Advertising Campaigns; Film Entertainment; Marketing Strategy; Product Launch; Product Positioning; Distribution Channels; Religion; Motion Pictures and Video Industry
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      Quelch, John A., Anita Elberse, and Anna Harrington. "The Passion of the Christ (A)." Harvard Business School Case 505-025, September 2004. (Revised February 2010.)
      • August 2004 (Revised July 2006)
      • Case

      PROPECIA TM: Helping Make Hair Loss History

      By: Marta Wosinska and Youngme E. Moon
      In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details
      Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry
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      Wosinska, Marta, and Youngme E. Moon. "PROPECIA TM: Helping Make Hair Loss History." Harvard Business School Case 505-035, August 2004. (Revised July 2006.)
      • 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.)
      • Jun 2004 - 2004
      • Conference Presentation

      The Effectiveness of Pre-Release Advertising for Motion Pictures

      By: Anita Elberse
      Keywords: Marketing; Performance Effectiveness; Advertising; Motion Pictures and Video Industry
      Citation
      Related
      Elberse, Anita. "The Effectiveness of Pre-Release Advertising for Motion Pictures." Paper presented at the INFORMS Marketing Science Conference, Erasmus University, Rotterdam, June 2004.
      • May 2004 (Revised July 2004)
      • Case

      Clarence Saunders: The Comeback King

      By: Nitin Nohria and Bridget Gurtler
      Follows the rise and fall of the founder of the modern supermarket, Clarence Saunders. Prior to 1915, all staple shopping took place in the market or general store, where a clerk behind a counter pulled items from shelves for customers , measured them from a barrel, or... View Details
      Keywords: Inflation and Deflation; Mission and Purpose; Business Processes; Leadership; Consumer Behavior; Leadership Style; Advertising; Customer Relationship Management; Customer Value and Value Chain; Order Taking and Fulfillment
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      Nohria, Nitin, and Bridget Gurtler. "Clarence Saunders: The Comeback King." Harvard Business School Case 404-070, May 2004. (Revised July 2004.)
      • May 2004 (Revised April 2005)
      • Case

      United States Army

      By: Rajiv Lal and Laura Coleman
      After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase... View Details
      Keywords: Advertising Campaigns; Decisions; Globalization; Recruitment; Management Teams; Marketing Strategy; United States
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      Lal, Rajiv, and Laura Coleman. "United States Army." Harvard Business School Case 504-038, May 2004. (Revised April 2005.)
      • April 2004 (Revised April 2006)
      • Teaching Note

      Eyeblaster: Enabling the Next Generation of Online Advertising (TN)

      By: Elie Ofek
      Teaching Note to (2-504-005). View Details
      Keywords: Online Advertising; Advertising Industry
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      Ofek, Elie. "Eyeblaster: Enabling the Next Generation of Online Advertising (TN)." Harvard Business School Teaching Note 504-091, April 2004. (Revised April 2006.)
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