Publications

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September 2013
Article

Testimonials Do Not Convert Patients from Brand to Generic Medication

By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds

Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details

Keywords: Testimonial; Peer Information; Social Proximity; Communication; Generic Medication; Familiarity; Marketing Communications; Decision Choices and Conditions; Identity; Health Care and Treatment; Marketing Reference Programs; Power and Influence; Brands and Branding; Health Industry

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07 Jan 2025
Blog Post

Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands

If there were a theme to Kate Twist’s (MBA 2008) career, it would be building brands known for the emotional connection they foster with their consumers. Twist is experienced in directing powerful consumer brands. She cofounded the... View Details

July 2008
Teaching Note

Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev

Teaching Note for [809029]. View Details

Keywords: History; Strategy; Customer Relationship Management; Information Technology; System; Privatization; Brands and Branding; Accommodations Industry

October 2009
Teaching Note

Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)

By: F. Warren McFarlan

Teaching Note for [308052]. View Details

Keywords: Business Plan; Goals and Objectives; Competition; Research and Development; Globalization; Innovation and Invention; Brands and Branding; Problems and Challenges; Food and Beverage Industry; China

August 2016 (Revised November 2016)
Case

C.W. Dixey & Son

By: Anat Keinan and Michael B. Beverland

C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive... View Details

Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry

August 2024
Article

How Do Copayment Coupons Affect Branded Drug Prices and Quantities Purchased?

By: Leemore S. Dafny, Kate Ho and Edward Kong

Drug copayment coupons to reduce patient cost-sharing have become nearly ubiquitous for high-priced brand-name prescription drugs. Medicare bans such coupons on the grounds that they are kickbacks that induce utilization, but they are commonly used by... View Details

Keywords: Prescription Drugs; Coupons; Impact; Health Care and Treatment; Markets; Price; Spending; Pharmaceutical Industry; United States

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2007
Blog

Harvard Business Online—Marketing Know:How: How To Brand an Ingredient

By: John A. Quelch

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May 1994
Case

Laura Ashley (C): Rebuilding and Transforming a Global Brand

By: Richard L. Nolan

Over the course of two years a CEO executes a business transformation strategy and key decisions. View Details

Keywords: Transition; Decisions; Performance Consistency; Performance Improvement; Business Strategy

26 Jan 2024
Video

Career Workshop Crafting your Brand with the CPD Office

16 Jun 2017
News

Gibson Brands Transforms Guitar-making into Diverse 'Music Lifestyle' Firm

Keywords: Manufacturing

May 2018 (Revised September 2018)
Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee

Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details

Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States

June 2009
Teaching Note

Manchester Products: A Brand Transition Challenge (Brief Case)

By: John A. Quelch and Heather Beckham

2007
Conference Presentation

Current Trends in Brand Preservation and Intellectual Property

By: Frank Nagle

29 May 2024
News

Harvard Professor Scott Kominers on NFTs and Brands

01 Mar 2021
News

Manage the Suppliers That Could Harm Your Brand

29 Dec 2011
News

Year In Review: Mega Tech Brands Raise Megabucks

Article

Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

By: Randolph E. Bucklin and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Sales; Segmentation

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2007
Blog

Harvard Business Online—Marketing Know:How: How Brand China Can Succeed

By: John A. Quelch

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November 2014
Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively

Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details

Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry