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  • May–June 2023
  • Article

A New Approach to Building Your Personal Brand: How to Communicate Your Value

By: Jill Avery and Rachel Greenwald
For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing... View Details
Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills
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Avery, Jill, and Rachel Greenwald. "A New Approach to Building Your Personal Brand: How to Communicate Your Value." Harvard Business Review 101, no. 3 (May–June 2023): 147–151.
  • 30 May 2005
  • Research & Ideas

Six Steps for Making Your Threat Credible

someone onboard, he will have a harder time refusing the recruit's demands. Because the HR department has less to lose if the recruit walks away, its own threats (such as "This is the most we can offer") are more credible. 5. Create and leverage a View Details
Keywords: by Deepak Malhotra
  • Research Summary

Dissertation Summary

From a contractual viewpoint, the employment relations observed in the early 1960s in large unionized manufacturing firms in the U.S. and Japan represented two contrasting cases. Employment relations in the U.S. were based largely on explicit, elaborate, and... View Details
  • October 2014
  • Case

McKinsey & Company, 2012

By: John R. Wells and Galen Danskin
In 2012, McKinsey & Company (McKinsey) was the world's premier management consultancy, providing advice to CEO's and top executives of leading companies around the globe. Many consulting firms were bigger but few could match the reputation McKinsey had built over more... View Details
Keywords: Consulting Firms; McKinsey; Strategy; Consulting Industry; North America
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Wells, John R., and Galen Danskin. "McKinsey & Company, 2012." Harvard Business School Case 715-424, October 2014.
  • 29 Mar 2022
  • Book

5 Qualities That Help Companies Thrive for Decades—Even Centuries

“In India, you often encounter a really strong set of value-driven businesses. And it’s an interesting question why.” Reputation is an especially strong attribute of long-haul companies, adds Khanna. “I really think of it as an asset that... View Details
Keywords: by Sean Silverthorne
  • 09 Apr 2018
  • Sharpening Your Skills

The Dark Side of Performance Bonuses

fosters corruption. The Importance of ‘Don’t’ in Inducing Ethical Employee Behavior Let’s say your company’s reputation depends upon the ethical behavior of your staff. To encourage that value in employees, is it better to promote good... View Details
Keywords: by Sean Silverthorne
  • 08 Oct 2020
  • Research & Ideas

Keep Your Weary Workers Engaged and Motivated

four-drive ecosystem Acquire/Achieve On the organizational level this drive is usually met through the compensation and rewards system. Best practices include: Pay as well as competitors. There can be exceptions; the need to acquire applies to intangibles as well.... View Details
Keywords: by Boris Groysberg and Robin Abrahams
  • 21 Aug 2013
  • Research & Ideas

What Went Wrong at J.C. Penney?

vendors to carry out the store-within-a-store concept. If cash is in short supply, they're worried about getting paid, not to mention their concern about the diminished reputation of the overarching brand. Finally, the corporate... View Details
Keywords: by Jim Aisner; Retail
  • 03 Mar 2003
  • Research & Ideas

Top Ten Legal Mistakes Made by Entrepreneurs

for shares. These include requiring participating preferred with a high cumulative dividend, redemption rights exercisable after only several years, and ratchet anti-dilution protection with no cap. One must ask, what's the reputation of... View Details
Keywords: by Staff
  • 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 doctors," says Luca. How... View Details
Keywords: by Michael Blanding; Food & Beverage
  • 17 Jan 2023
  • Cold Call Podcast

Nestlé’s KitKat Diplomacy: Neutrality vs. Shared Value

Keywords: Re: Geoffrey G. Jones; Consumer Products
  • 18 Dec 2013
  • HBS Case

Lessons from the Lance Armstrong Cheating Scandal

Cyclist Lance Armstrong overcame incredible personal adversity to reach the highest levels of success. Then, just as spectacularly, he fell from grace in a public scandal that destroyed not only his reputation, but also the reputations of... View Details
Keywords: by Michael Blanding; Sports
  • 04 Aug 2003
  • Research & Ideas

Shackleton: An Entrepreneur of Survival

"Entrepreneurship is the relentless pursuit of opportunity without regard to resources currently controlled." That's a great definition, and it was true of Shackleton when his objective was to walk across Antarctica. He had to pursue opportunity. He had no... View Details
Keywords: by Martha Lagace
  • 22 Apr 2019
  • Research & Ideas

Why Salespeople Struggle at Leading

hoarders, who hold back their hardest workers from moving on. “Many of the best people are ambitious, and if they feel blocked from advancing, they’ll leave to look for respect and status,” Cespedes says. “The best sales leaders are what I call talent magnets; they... View Details
Keywords: by Dina Gerdeman
  • 13 Mar 2023
  • Research & Ideas

The Power of Personal Connections: How Shared Experiences Boost Performance

through team-building efforts may have broad implications outside hospital systems to community health centers and beyond, the authors write. Much like the camaraderie formed in the armed forces during basic training, teams that spend formative years together may want... View Details
Keywords: by Rachel Layne; Health
  • 12 Aug 2019
  • Research & Ideas

How Scale Changes a Manager's Responsibilities

to decide how. Your job is to make the desired outcomes clear. Outcomes are not just financial either–everything from the culture of your company, the reputation of your products and services, and your brand is for you to make clear. As a... View Details
Keywords: by Julia Austin
  • 15 Aug 2022
  • Book

University of the Future: Finding the Next World Leaders in Higher Ed

early Republic, and several became notable national institutions of international repute under the Nationalist government. They educated young Chinese leaders from the back country of Free China during World War II. They survived war,... View Details
Keywords: by Dina Gerdeman; Education
  • 17 Apr 2022
  • Book

How to Avoid the 'Ethical Slide' That Leads Companies Astray

reputation is attractive,” she says. Not only that, “those companies are more steady and less volatile. They do not go through huge ethical collapses. They’re well-managed, and they’re able to respond [to challenges].” In addition, in... View Details
Keywords: by Lane Lambert
  • 27 Feb 2019
  • Research & Ideas

The Hidden Cost of a Product Recall

manufacturing processes and stem reputational damage. In one of the costliest recalls in history, Johnson & Johnson spent more than $100 million in 1982 (more than $260 million in today’s dollars) to recall 31 million bottles of... View Details
Keywords: by Danielle Kost; Manufacturing; Consumer Products; Auto; Medical Devices & Supplies
  • 19 Apr 2004
  • Research & Ideas

Birth of the American Salesman

pots and pans and numerous other items, became chairman of Alcoa. Edward Prizer, who became president of Vacuum Oil in 1918, made his reputation by organizing the firm's domestic and foreign sales operations. Clarence Mott Woolley,... View Details
Keywords: by Laura Linard
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