communication - Publications - Faculty & Research

November 1997 (Revised July 1999)
Case

Guidant: Cardiac Rhythm Management Business (A)

By: Steven C. Wheelwright and Mikelle Eastley

Examines the choices Guidant must make in research and development spending and new product development. More specifically, CEO Jay Graf considers the payoffs and tradeoffs of using product development skills that he learned in CPI's core business when applied to a... View Details

Keywords: Marketing Strategy; Product Marketing; Product Development; Business or Company Management; Management Skills; Research and Development; Business Strategy; Communication; Product Design; Market Design; Organizational Design; Medical Devices and Supplies Industry

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October 2000 (Revised May 2001)
Case

Editora Abril S.A.

By: Michael Y. Yoshino and Perry Fagan

Brazil's media conglomerate Editora Abril S.A. is Latin America's largest publishing and printing company; it publishes books, and comic books, videos, maps, travel guides, music, and textbooks. It also owns Brazil's largest database marketing company, its... View Details

Keywords: Business Conglomerates; Investment; Growth and Development Strategy; Marketing Communications; Market Design; Media; Service Delivery; Private Ownership; Expansion; Web Sites; Publishing Industry; Service Industry; Brazil

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December 1992
Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details

Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany

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10 Apr 2019
HBS Case

How Entrepreneurs Can Turn Lead Into Gold

colleagues David R. Clough, Tommy Pan Fang, and Balagopal Vissa, Wu recently conducted a review to examine how the entrepreneurial community thinks about acquiring resources, publishing their work in the paper, Turning Lead Into Gold: How... View Details

Keywords: by Michael Blanding; Financial Services

16 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part One

when he began his own pottery workshop in 1759. Nevertheless, each of the three, she writes, instinctively grasped the fundamentals of earning long-term customer trust and loyalty. Effective brand creation and management have a vital interactive component, and this... View Details

Keywords: by Martha Lagace

06 May 2013
Research & Ideas

How Local Events Shake Up Corporate Philanthropy

research team looked at how major events affected the philanthropic activity of 2,571 firms in 157 metropolitan areas, between 1980 and 2006. In assessing the effects of natural disasters, the researchers anticipated two possibilities. On the one hand, View Details

Keywords: by Carmen Nobel

30 Apr 2001
Research & Ideas

Entering the Age of Alliances

community service projects such as serving as classroom aides in inner-city schools or assisting staff at neighborhood Boys and Girls Clubs. Expansion of the relationship over the ensuing decade found Timberland supplying City Year's... View Details

Keywords: by James Austin

June 1993 (Revised December 1995)
Case

Frito-Lay, Inc.: The Navigator Project (A)

By: Lynda M. Applegate, Richard O. Mason and Melinda Conrad

Provides an overview of the company's recent organizational changes followed by a discussion of the company's new sales promotion software, "Promotion Planner." The president of Frito-Lay's central division must decide how he should proceed with the rollout of this new... View Details

Keywords: Information Technology; Technology Adoption; Organizational Change and Adaptation; Trends; Innovation Strategy; Marketing Communications; Decision Choices and Conditions; Food and Beverage Industry; Manufacturing Industry

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Find at Harvard

23 Jul 2001
Research & Ideas

How One Center of Innovation Lost its Spark

How do once-thriving centers of innovation slow down, falter, and in some cases all but grind to a halt? That's a question that fascinates HBS professor Donald N. Sull. In a new working paper describing his in-depth research, Sull focused on the travails of one former... View Details

Keywords: by Donald Sull; Manufacturing; Transportation; Auto

22 Mar 2010
Research & Ideas

One Strategy: Aligning Planning and Execution

Steven wrote over 1,000 pages of blogs to communicate with his team. This provided an incredible wealth of information from which to draw and synthesize what we now believe are some pretty interesting insights. The book combines a... View Details

Keywords: by Sean Silverthorne; Video Game; Web Services

March 1993
Supplement

Burroughs Wellcome and AZT (B)

By: Willis M. Emmons III

Describes Burroughs Wellcome's response to protests over the pricing of its AIDS drug AZT in September 1989. Also presents short-term reactions by government officials, AIDS activists, and investors to Burroughs Wellcome's strategy. View Details

Keywords: Ethics; Health Pandemics; Multinational Firms and Management; Price; Crime and Corruption; Risk and Uncertainty; Business Strategy; Business and Community Relations; Business and Government Relations; Business and Shareholder Relations; Pharmaceutical Industry

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15 Sep 2011
Research & Ideas

High Ambition Leadership

underdeveloped.) Nokia's CEO knew, however, that the passion and capabilities of the company lay in its cell phone business, and that there was a unique market opportunity to transform [cell phones] from an expensive tool for the rich to an affordable and... View Details

Keywords: by Martha Lagace

28 Oct 2001
What Do You Think?

What Can We Expect in the Other War?

large organizations increase as surrogates in meeting the increased needs for a sense of community that many may feel? What new demands will be placed on managers on the front line of "the other war?" What will you, as a... View Details

Keywords: by James Heskett

01 Mar 2017
Research & Ideas

A Good Thing Happens When Doctors Start Talking to Their Patients

and hospitals are starting to learn these lessons, experimenting with new models of care that emphasize more talking up front. Kaplan mentions Oak Street Health, a network of clinics serving a poor, elderly population in metropolitan Chicago. Its outreach program... View Details

Keywords: by Michael Blanding; Health

05 Jan 2009
Research & Ideas

Most Popular Articles and Working Papers 2008

entrepreneurs launch their new ventures following a period of employment in established organizations. By Ramana Nanda and Jesper B. Sørensen. 3. Communication (and Coordination?) in a Modern, Complex Organization Coordination, and the... View Details

Keywords: by Staff

06 Jun 2012
What Do You Think?

Is Something Wrong with the Way We Work?

Summing Up Fixing the Way We Work There is a lot wrong with the way we work, but very little of this is due to new networking capabilities or communications technology. Neither can we blame increasing globalization and the demands of... View Details

Keywords: by James Heskett; Consulting

09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

Questions To Be Answered: What's the strategy for managing consumer reviews on my site? Do people watch online video ads?. How can I get more out of my customer loyalty campaign? Are online coupon programs like Groupon effective? What's The Strategy For Managing... View Details

Keywords: Re: Multiple Faculty; Technology

22 Feb 2011
Research & Ideas

Most Popular Articles, Papers of the Decade

collection look at how to improve decision making, encouraging employees to speak up, and the difficulty of coordinating communication in a complex organization. Enjoy! Most Popular Articles 2000-2010 Creating a Positive Professional... View Details

Keywords: by Sean Silverthorne