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  • 2008
  • Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
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  • 01 Oct 1999
  • News

Eight Among Many: Alfred A. Checchi

on the line, Checchi had to somehow revive the company amid an industry-wide slump that saw six other airlines go bankrupt. Under his leadership, Northwest eventually did roar back to strength and profitability. "To lead our employees," Checchi says, "we had to give... View Details
Keywords: Garry Emmons
  • Web

Outdoor Spaces | About

The upkeep and beautification of many outdoor spaces across the HBS campus are due to the generosity of Tom Theobald (MBA 1960). Wall of Recognition of Service to Country The Wall of Recognition of Service to Country was commissioned to recognize all Harvard Business... View Details
  • 01 Jun 2004
  • News

Working the Street

Stripped to the waist in a clinic examining room, Mike, a burly white guy in his late 30s, is an illustrated man. His arms, chest, and neck are a tattooed maze of letters, numbers, and designs signaling his allegiance to the Aryan Nation gang. The Nazi SS lightning... View Details
Keywords: Garry Emmons; tattoo; removal; program; Justice, Public Order, and Safety Activities; Government
  • 11 Aug 2021
  • Blog Post

The Equity Network: How HBS Helped Me Launch a Tech-Enabled Social Enterprise

that this could become much larger than a summer project and be a real opportunity to make a difference for marginalized communities in the workplace. And thus, The Equity Network was born! At HBS, we set out to turn The Equity Network... View Details
  • Article

Managing a Polarized Workforce: How to Foster Debate and Promote Trust

By: Julia A. Minson and Francesca Gino
One of the toughest challenges leaders face is managing diverse perspectives—and given heightened tensions over politics and movements such as #MeToo and Black Lives Matter, that’s more difficult today than ever before. At the same time, productive disagreement and... View Details
Keywords: Polarization; Employees; Perspective; Interpersonal Communication; Organizational Culture; Trust
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  • 23 Mar 2023
  • Blog Post

Arla Foods: How Sustainable Can A Dairy Company Be?

2025 and carbon net zero by 2050. These goals have been set and communicated by Arla’s central corporate sustainability team in collaboration with sustainability experts embedded throughout other corporate functions. At every step of goal... View Details
  • 26 Dec 2012
  • Working Paper Summaries

Reinforcing Regulatory Regimes: How States, Civil Society, and Codes of Conduct Promote Adherence to Global Labor Standards

Keywords: by Michael W. Toffel, Jodi L. Short & Melissa Ouellet
  • 18 May 2012
  • Working Paper Summaries

Organization Design for Distributed Innovation

Keywords: by Carliss Y. Baldwin
  • 2015
  • Working Paper

Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser
Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with... View Details
Keywords: Value Creation; Partners and Partnerships; Marketing Strategy; Culture; Banks and Banking
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  • 06 May 2021
  • HBS Case

How Four Women Made Miami More Equitable for Startups

her hometown of New Orleans before moving to Miami. Gibson shifted her focus to cultivating higher-wage jobs in marginalized communities and drew on her background in environmental sciences to form EcoTech Visions, a company providing... View Details
Keywords: by Carolyn DiPaolo
  • 05 May 2008
  • Research & Ideas

Connecting with Consumers Using Deep Metaphors

blocks for developing customer relationships. Third, because deep metaphors are shared by consumers who may vary considerably on the surface, they become very powerful tools for developing new product concepts, communicating about them,... View Details
Keywords: by Martha Lagace; Consumer Products
  • June 2010 (Revised February 2011)
  • Case

The Fox Islands Wind Project (A)

By: Joseph B. Lassiter III, James Thomas Corcoran, Max Gazor, Dylan Hogarty and Alexander H. Somers, Jr.
The market for electricity on the Fox Islands of North Haven and Vinalhaven, Maine is unique and costly for residents. Historically, electricity prices on the islands had been three times the national average because of the high cost of importing electricity via an... View Details
Keywords: Business Startups; Renewable Energy; Social Entrepreneurship; Cost; Financing and Loans; Projects; Business and Community Relations; Environmental Sustainability; Green Technology Industry; Maine
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  • 13 Nov 2017
  • Blog Post

5 Worries I Had about Applying to HBS

case method can seem like it requires more work than a traditional lecture, but you get more out of it.  4. I wouldn’t fit into the community at HBS  Having lived in Nigeria all my life, I was a bit worried that I wouldn’t fit in. I... View Details
  • Web

Bringing a Taste of Japan to the World - Global Activities 2020

opportunities for me in terms of learning and contacts in Boston,” he shares. Sasago also found support in Boston’s Japanese business community and from fellow ramen enthusiast Masato Nakamura (MBA 2020), who became his business partner.... View Details
  • 11 Oct 2023
  • Blog Post

A Journey of Discovery, Teamwork, and Impact with FIELD Global Immersion

have a curated, shared experience with other classmates. Nearly nine months into HBS, I found myself meeting new people and developing new friendships. I realized the beauty of HBS is that relationship building continues forever and I now have a new View Details
  • 17 Aug 2021
  • Op-Ed

Dispensing Justice: The Case for Legalizing Cannabis Nationally

neighborhoods. Communities with flourishing illicit cannabis markets suffer a host of associated problems, including high incarceration rates (often exacerbated by prosecutorial bias), violence as the primary means of dispute resolution... View Details
Keywords: by Ashish Nanda and Tabatha Robinson
  • 08 Nov 2021
  • Blog Post

4 Ways the MS/MBA is Preparing Me for a Career in Health Care and the Life Sciences

experience. The case method at HBS forces you to be fully present, reactive and able to communicate your opinions in a very clear way. The real beauty of the case method is listening to the opinions of fellow students, who come from such... View Details
  • 18 Aug 2003
  • Research & Ideas

How New Managers Become Great Managers

subsidiary in an international market. These sorts of assignments, almost by definition, require individuals to establish direction, communicate that direction (vision and strategies) to diverse stakeholders, and figure out how to... View Details
Keywords: by Linda Hill
  • Web

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