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- All HBS Web
(960)
- News (178)
- Research (606)
- Events (1)
- Multimedia (4)
- Faculty Publications (240)
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- 28 Nov 2005
- Research & Ideas
Unilever: Transformation and Tradition
job."1 It was remarkable that the corporate image of a company whose brands were so well known, and whose operations were so widespread, was so indistinct. There were times between the 1960s and 1990 when Unilever appeared amorphous.... View Details
- May 2020 (Revised December 2022)
- Case
Soofa: Displaying the Right Path?
By: Jeffrey J. Bussgang, Amy Klopfenstein and Amram Migdal
In November 2019, Sandra Richter, co-founder and CEO of Soofa, a network of advertising-supported digital bulletin boards, must decide between two different fundraising and expansion plans for her company. One plan entails raising $15 million in a Series A round and... View Details
Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry and Exit; Demand and Consumers; Network Effects; Media; Society; Urban Development; Sustainable Cities; Information Technology; Information Infrastructure; Digital Platforms; Strategy; Business Strategy; Expansion; Relationships; Partners and Partnerships; Capital; Venture Capital; Advertising Industry; Advertising Industry; Advertising Industry; North and Central America; United States; Massachusetts; Cambridge
Bussgang, Jeffrey J., Amy Klopfenstein, and Amram Migdal. "Soofa: Displaying the Right Path?" Harvard Business School Case 820-098, May 2020. (Revised December 2022.)
- 10 Apr 2018
- First Look
First Look at New Research, April 10, 2018
consumer tastes, increased competition, and evolving advertising trends and sales channels. Seeing innovation as a key to future success, in 2016 the company established eighteen94 capital, its corporate... View Details
Keywords: Sean Silverthorne
- 24 Oct 2011
- Research & Ideas
The Yelp Factor: Are Consumer Reviews Good for Business?
Professor Michael Luca set to find out exactly by how much, and identify winners and losers in the process. "I have always been interested in how companies form their reputations, not only restaurants and hotels but also schools and... View Details
- June 2020
- Teaching Note
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael Beverland
Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is... View Details
- 16 Dec 2014
- First Look
First Look: December 16
IEEE Security & Privacy Accountable? The Problems and Solutions of Online Ad Optimization By: Edelman, Benjamin G. Abstract—Online advertising might seem to be the most measurable form of marketing ever invented. Comprehensive records... View Details
Keywords: Sean Silverthorne
- 10 Mar 2009
- First Look
First Look: March 10, 2009
Alibaba Group to diversify from an international business-to-business (B2B) exchange (Alibaba.com) into a B2C and C2C exchange (Taobao.com) for Chinese retailers and consumers. In China, Taobao had managed to displace the once dominant eBay, the world's largest... View Details
Keywords: Martha Lagace
- 19 Jun 2018
- First Look
New Research and Ideas, June 19, 2018
Japan's Dream Machine: Recruit Holdings Co., Ltd. Recruit Holdings, an advertising media, staffing, and business support conglomerate was founded in 1960 by Hiromasa Ezoe. Recruit was built on the principle that the View Details
Keywords: Dina Gerdeman
- 16 Jun 2009
- First Look
First Look: June 16
Purchase this case: http://hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=309034 Enel: Power, Russia, and Global Markets Harvard Business School Case 709-046 Although the global trend toward liberalization of electric utilities forced Enel, the largest power View Details
Keywords: Martha Lagace
- 30 Mar 2018
- What Do You Think?
What Should Mark Zuckerberg Do?
The company is facing its largest crisis since its inception in 2004. What should it do next? The genius of the Facebook business model, similar to strategy used by other internet giants, was that it was free, paid for by View Details
- 04 Jun 2001
- What Do You Think?
What’s the Future of the Subscription Model?
Jonathan Robertson, who went on to say, "The model isn't working for phone and cable companies, not because the model is bad, and not because they aren't providing value ... but ... the implementation at the phone companies is geared... View Details
Keywords: by James Heskett
- April 1990
- Case
Philip Morris Companies' ""Bill of Rights"" Sponsorship Program
By: Stephen A. Greyser and Norman Klein
Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used... View Details
Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations
Greyser, Stephen A., and Norman Klein. Philip Morris Companies' ""Bill of Rights"" Sponsorship Program. Harvard Business School Case 590-108, April 1990.
- September 2023
- Case
The Rise and Fall of FTX
In November 2022, Sam Bankman-Fried's multi-billion-dollar crypto exchange, FTX, collapsed, wiping out investors and throwing the crypto industry into disarray. As FTX's founder and CEO, Bankman-Fried developed a reputation for his unerring business sense and... View Details
Keywords: Cryptocurrency; Crime and Corruption; Financial Statements; Misleading and Fraudulent Advertising; Insolvency and Bankruptcy; Corporate Governance; Governing Rules, Regulations, and Reforms; Failure; Restructuring; United States; Hong Kong; Bahamas
Dey, Aiyesha, Jonas Heese, Joseph Pacelli, and Max Hancock. "The Rise and Fall of FTX." Harvard Business School Case 124-014, September 2023.
- 18 Dec 2017
- Op-Ed
Why Employers Must Stop Requiring College Degrees For Middle-Skill Jobs
Credit: Pixsooz American companies have a problem. Over the past decade, they have begun to demand a bachelor’s degree in hiring workers for jobs that traditionally haven’t required one. This uptick in credentialing, or “degree inflation,” rested on the belief that... View Details
Keywords: by Joseph Fuller
- 22 Nov 2004
- Research & Ideas
Side Effects: The Case of Propecia
You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details
- 06 Oct 2020
- Sharpening Your Skills
18 Tips Managers Can Use to Lead Through COVID's Rising Waters
Protect and Pivot Boris Groysberg, Richard P. Chapman Professor of Business Administration. MARKETING Tip: Tailor your brand stories to the new reality. Which types of brand stories should companies tell? After KFC was chastised by the... View Details
Keywords: by Sean Silverthorne
- 31 Oct 2011
- Research & Ideas
The Most Powerful Workplace Motivator
manipulation of download counts is against site rules, and that the organization retains the right to ban anyone caught abusing the system.) Ramifications For Salary Managers The field evidence from the worlds of software sales and academia indicates that View Details
Keywords: by Carmen Nobel
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
data-id=_/HwZhW1Gssbb77V0GBoue][/div] Which types of brand stories should companies tell? After KFC was chastised by the U.K. Advertising Standards Authority for what it deemed inappropriate ads promoting... View Details
Keywords: by Jill Avery and Richard Edelman
- 15 Jul 2019
- Book
Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence
Book of the Year and connected finance with the humanities. The book sets out to demystify finance and instill both curiosity and confidence, helping readers answer fundamental questions like: What do financial ratios reveal about a company? How much value does a... View Details
Keywords: by Dina Gerdeman
- 20 Oct 2011
- Research & Ideas
Getting the Marketing Mix Right
category of products. Take for example the "Got Milk" advertising campaign, which is intended to increase demand for a category of products, milk. In contrast, an advertisement that points out how... View Details
Keywords: by Dina Gerdeman