Publications
Publications
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- All HBS Web
(1,980)
- Faculty Publications (546)
- 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
- March 2006
- Teaching Note
American Legacy: Beyond the Truth Campaign (TN)
By: Youngme E. Moon
Keywords: Advertising Campaigns
- March 2006 (Revised February 2007)
- Case
Massive Incorporated (B)
By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston
- 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
- 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
- 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
- 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
- January 2005
- Supplement
Intel Commercials
By: Youngme E. Moon and Christina L. Darwall
Presents 14 Intel television commercials. View Details
- 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
- 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
- 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
- Oct 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- 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
- 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
- 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
- Jun 2004 - 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- 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
- 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
- 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