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  • 03 May 2016
  • News

Beyonce Goes From Lemonade to Watermelons With Juice Investment

  • Research Summary

Simultaneous Distinction, Democratization and Omnivorism Effects: A Longitudinal Analysis of Dynamic Symbolic Boundaries in Counterfeit Consumption Networks

Sociologists have long examined the interactive relationship between social structure, taste and power.  This literature has overwhelmingly fallen into three, ostensibly competing, theoretical “camps”: Distinction, where high-status consumers use... View Details
  • 08 Aug 2022
  • HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

from the band’s effort to draw a large crowd of die-hards. “They’re authentic and genuine,” Chung says. “They would directly communicate with the fan base. The effective use of social media was how they created an ecosystem.” The band’s... View Details
Keywords: by Shalene Gupta; Media & Broadcasting; Music
  • Teaching Interest

Overview

By: Jill J. Avery
Creating Brand Value (MBA elective course)

Overview:

In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
  • October 2006 (Revised May 2007)
  • Case

Academia Barilla

By: David E. Bell and Mary L. Shelman
Barilla, the world's largest pasta company, has introduced a new high-quality, high-priced product line that features a range of authentic Italian food products sourced from artisan producers. Management believes the line will appeal to consumers seeking healthier... View Details
Keywords: Supply Chain; Plant-Based Agribusiness; Brands and Branding; Decision Choices and Conditions; Family Ownership; Nutrition; Product Development; Investment; Food and Beverage Industry; Italy
Related
  • March 2020
  • Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Advertising Industry; Consumer Products Industry
Related
  • 07 Apr 2022
  • Research & Ideas

Giving Back: Consumers Care More About How Companies Donate Than How Much

important to be authentic in your giving." “It appears that generosity is being judged from the perspective of sacrifice and what they've given up relative to what they have,” says Keenan. “So, when you see a View Details
Keywords: by Pamela Reynolds
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

Seventeen years after the dawn of social media marketing, this medium continues to be an intriguing puzzle—a place where brands are investing more time and money, but are still struggling to determine what works well and where the returns... View Details
Keywords: by Dina Gerdeman; Advertising; Technology
  • October 2023
  • Article

Speedy Activists: Firm Response Time to Sociopolitical Events Influences Consumer Behavior

By: Jimin Nam, Maya Balakrishnan, Julian De Freitas and Alison Wood Brooks
Organizations face growing pressure from their consumers and stakeholders to take public stances on sociopolitical issues. However, many are hesitant to do so lest they make missteps, promises they cannot keep, appear inauthentic, or alienate consumers, employees, or... View Details
Keywords: Brands and Branding; Public Opinion; Social Media; Social Issues
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  • January 2024
  • Case

Sprouts Farmers Market

By: Rajiv Lal, Forest L. Reinhardt and Natalie Kindred
Sprouts Farmers Markets (Sprouts) is a Phoenix, Arizona-based chain of 400-plus natural foods stores in 23 U.S. states and $6.4 billion in sales as of 2022. In its product assortment, brand image, and store environment, Sprouts emphasizes freshness, health, innovation,... View Details
Keywords: Business Model; Growth and Development Strategy; Brands and Branding; Strategic Planning; Sales; Business Strategy; Expansion; Product Positioning; Marketing Strategy; Competition; Retail Industry; United States; Arizona
Related
  • Career Coach

Meredith Hamilton

Meredith [she/her] has served as a mentor and coach to innumerable mid-career staff as well as several CEOs in the social sector. She is committed to creating a safe space for students and alumni to explore questions of professional identity and career progression... View Details
Keywords: Education; Entrepreneurship; Impact Investing; Financial Services (All); Government; Real Estate; Social Enterprise
  • 15 Mar 2017
  • Blog Post

Tips on Holding Effective Company Recruiting Events

Hosting a company recruiting event is a great way to build brand awareness and engage with students. Based on student feedback, here are some ideas to consider when preparing to come to campus or hosting a virtual event. Invite Dynamic... View Details
Keywords: All Industries
  • 28 Mar 2018
  • Blog Post

Event Planning for Recruiting Success - Part 1

Hosting a company recruiting event is a great way to build brand awareness and engage with HBS students. At the same time, we know that event planning requires a commitment from your team in preparing materials, securing speakers,... View Details
Keywords: All Industries
  • 29 Feb 2024
  • HBS Case

Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent

ends? Anita Elberse, the Lincoln Filene Professor of Business Administration at Harvard Business School, got a behind-the-scenes look from Beckham’s team at how the organization considered an offer from Authentic View Details
Keywords: by Avery Forman; Sports
  • 18 Dec 2018
  • First Look

New Research and Ideas, December 18, 2018

benign envy in addition to decreasing their perceptions of the entrepreneur’s hubristic pride (i.e., arrogance) while increasing their perceptions of the entrepreneur’s authentic pride (i.e., confidence). These findings align with... View Details
Keywords: Dina Gerdeman
  • Program

Senior Executive Leadership Program—China

brand equity Measure, monitor, and communicate corporate performance while driving critical change Lead authentically and ethically at all levels and nurture a culture of accountability Build confidence in... View Details
  • 07 Jun 2023
  • Blog Post

My One Case: MBA Class of 2023 Looks Back

that are rooted in trust—both in my personal and professional life. As a consultant, I will be working with various groups including clients, peers, and other stakeholders, and I plan to lead with vulnerability and authenticity in a way... View Details
  • Web

Profiles - MBA

an authentic desire to build the world they want to live in. ” Tech areas of interest: AI/ML, Design, Human Computer Interaction, Sustainability, Privacy, Security & Trust Formative experience at the intersection of technology and... View Details
  • 22 Sep 2022
  • News

The Beauty Guide

Courtesy Michelle Freyre Courtesy Michelle Freyre When Michelle Freyre (MBA 1997) was a brand manager at Neutrogena, Michael McNamara, global president of the beauty brand at the time, asked what she wanted... View Details
Keywords: Maureen Harmon
  • Web

Credential of Leadership, Impact, and Management in Business | HBS Online

Course – 2 modules Personal Branding Personal Branding explores the concept of personal branding, why it’s important, and how to leverage it to enhance your career. You’ll define what a successful personal... View Details