Publications

01 Jan 2009
Conference Presentation

Changing Landscapes: The Construction of Meaning and Value in a New Market Category: Modern Indian Art

By: Mukti Khaire and R. Daniel Wadhwani

Keywords: Value; Markets; Arts; Change

06 Feb 2014
Research & Ideas

The Art of American Advertising

Harvard Business School's Baker Library is hosting a historical exhibit that examines the advertising industry in a bygone era, when marketers still had to depend on printed materials to capture consumer attention. The View Details

Keywords: by Carmen Nobel; Advertising

April 2020 (Revised June 2022)
Technical Note

Quantitative Analysis in Marketing

By: Sunil Gupta

Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining... View Details

Keywords: Quantitative Analysis; Marketing; Decision Making; Analysis

05 Feb 2009
Research & Ideas

In Praise of Marketing

and don'ts. In fact, marketing is as much art as science, as much right brain as left brain. Many chief financial officers might still agree with John Wanamaker's famous adage: "Half my advertising is... View Details

Keywords: by John Quelch; Advertising

10 Jun 2002
Research & Ideas

Disruption: The Art of Framing

project. So d'Arbeloff established a separate unit to develop the new technology. However, even with the autonomy given to the management team, the technology was initially framed as a low-cost version of the traditional product, one that would be View Details

Keywords: by Clark Gilbert & Joseph L. Bower

January 2008
Article

Learning the Fine Art of Collaboration

By: Alan MacCormack and Theodore Forbath

Innovations are increasingly brought to the market by networks of firms, selected for their unique capabilities and operating in a coordinated manner. This collaborative model demands that firms develop different skills, yet despite this need, there is little guidance... View Details

Keywords: Digital Platforms

Find at Harvard

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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March 2017 (Revised February 2025)
Case

Edwin Land: The Art and Science of Innovation

By: Tom Nicholas, Christopher T. Stanton and Matthew G. Preble

Throughout the second half of the 20th century, Polaroid first invented—and then continuously reinvented—the field of instant photography. Under the leadership of its mercurial founder Edwin Land, the company regularly released new instant cameras and films, often... View Details

Keywords: Instant Photography; Company History; Change Management; Disruption; Forecasting and Prediction; Entrepreneurship; Business History; Innovation Strategy; Disruptive Innovation; Innovation and Management; Intellectual Property; Patents; Product Marketing; Brands and Branding; Product Launch; Product Development; Chemical Industry; Consumer Products Industry; United States

March 2024 (Revised April 2024)
Case

Out of Hand Theater: Monetizing Creativity

By: Christina Wallace, Henry McGee, Rohit Deshpandé and Max Hancock

Ariel Fristoe co-founded the Out of Hand Theater ensemble (OOH) in Atlanta in 2001. OOH began as a traditional theater nonprofit, which Ariel and her colleagues ran on a shoestring budget. But over the years, the group transformed: First, around 2010, OOH pivoted to... View Details

Keywords: Business Transformation; Theatre-company; Arts Marketing; Transformation; Theater Entertainment; Social Marketing; Business Model; Entertainment and Recreation Industry; Atlanta

March 2017 (Revised March 2022)
Case

Flashion: Art vs. Science in Fashion Retailing

By: Kris Ferreira and Karim R. Lakhani

Kate Wilson, retail analytics manager at Flashion, a fashion flash-sale site, is tasked with developing analytics to optimize pricing for first-exposure products on the site. Many in the industry have relied on years of experience and intuition to determine pricing—can... View Details

Keywords: Analytics; Pricing; Data; Service Operations; Forecasting and Prediction; Internet and the Web; Technology Adoption; Mathematical Methods; Decision Making; E-commerce; Retail Industry; Fashion Industry; United States

April 2022
Teaching Note

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

By: Jill Avery

A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo... View Details

Keywords: Brand Management; Brand Valuation; Art; Art Dealer; Auction House; Brand Storytelling; Marketing; Brands and Branding; Marketing Strategy; Fine Arts Industry; United States; Italy

18 Jun 2014
Research & Ideas

Leading Innovation is the Art of Creating ‘Collective Genius’

sustaining an innovative organization? A new book written with three coauthors attempts to answer the question of why some companies, such as Pixar, are able to invent continuously, while others aren't. “Conventional leadership won't get you to innovation” The book,... View Details

Keywords: by Kim Girard

January 2018 (Revised October 2019)
Case

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

By: Jill Avery

A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details

2009
Case

Innovamedica: Innovation in an Emerging Market

By: Roberto Charvel, Fernando Fabre and T. Putimahtama

Innovamedica was a medical start up with several state of the art devices such as a silicon substitute heart and other inventions. However, the founding scientist was struggling in attracting talent and fundraising and that had an impact on growth. View Details

Keywords: Biotech; Entrepreneurial Finance; Entrepreneurship; Start-up; Emergent Countries; Business Startups; Talent and Talent Management; Design; Corporate Entrepreneurship; Private Equity; Health Testing and Trials; Innovation and Invention; Managerial Roles; Biotechnology Industry; Latin America; North and Central America

February 2017
Teaching Note

The Tate's Digital Transformation

By: Jill Avery

John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s... View Details