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Publications

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  • All HBS Web  (573)
    • People  (6)
    • News  (121)
    • Research  (268)
    • Multimedia  (1)
  • Faculty Publications  (91)

Show Results For

  • All HBS Web  (573)
    • People  (6)
    • News  (121)
    • Research  (268)
    • Multimedia  (1)
  • Faculty Publications  (91)
← Page 2 of 573 Results →

    How to Build a Digital Brand That Lasts

    What makes a brand durable even as business models, technology and consumer behavior radically change? They key is that durable brands are adaptable brands — even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers... View Details
    • July 2022
    • Teaching Note

    Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience

    By: Ayelet Israeli, Fares Khrais and Menna Hassan
    Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
    Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Electronics Industry; Retail Industry; Consumer Products Industry; Turkey
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    Israeli, Ayelet, Fares Khrais, and Menna Hassan. "Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience." Harvard Business School Teaching Note 523-009, July 2022.
    • Web

    Career Networking - Alumni

    virtual reality. Learn more Leveraging Your Networks Put Your Networks to Use. Leverage your networks to achieve personal, team, and organizational goals. Put Your View Details
    • 22 Oct 2018
    • Blog Post

    HBS Marketing Club Presents: The Brand Summit

    course, multiple networking events that will allow participants to build community. We will zero in on many interesting topics including the role of big data in branding, branding a global company, View Details
    Keywords: All Industries
    • 30 Jun 2017
    • News

    Rebuilding the Girl Scouts Brand

    Scout.” The 30-second spot, with a catchy new anthem by Liz Rose and Emily Shackleton (both Girl Scout alumnae), will air on cable networks in 2017. But Pitter-Armand knows she has an even more powerful View Details
    Keywords: April White
    • August 2022
    • Teaching Note

    BTS & ARMY

    By: Doug J. Chung and Kay R. Koo
    Industry leaders must define a particular outcome of interest (i.e., an objective) to establish an organization’s strategy. BTS’s initial objective was to increase brand recognition and to acquire a solid fanbase. The proliferation of social network platforms... View Details
    Keywords: Cultural Diversity; Brand Equity; Go-to-market Strategy; Social Network; Entertainment Industry; Brands and Branding; Customer Relationship Management; Consumer Behavior; Social and Collaborative Networks; Social Entrepreneurship; Digital Platforms; Digital Marketing; Music Industry
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    Chung, Doug J., and Kay R. Koo. "BTS & ARMY." Harvard Business School Teaching Note 523-031, August 2022.
    • June 2007 (Revised March 2011)
    • Case

    The CW: Launching a Television Network

    By: Anita Elberse and S. Mark Young
    In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York... View Details
    Keywords: Advertising; Customer Relationship Management; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Product Launch; Strategic Planning; Networks; Media and Broadcasting Industry
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    Elberse, Anita, and S. Mark Young. "The CW: Launching a Television Network." Harvard Business School Case 507-050, June 2007. (Revised March 2011.)
    • November 2019
    • Case

    Chief: Role for Carolyn Childers

    By: Katherine B. Coffman, Jeffrey J. Bussgang, Kathleen L. McGinn, Katherine Chen and Julia Kelley
    In 2018, Carolyn Childers is preparing to launch Chief, a New York-based peer network for women executives, and must decide whether to bring on a co-founder. After becoming the senior vice president of operations at her previous company, Childers was inspired to build... View Details
    Keywords: Networking; Founders; Entrepreneurship; Networks; Negotiation
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    Coffman, Katherine B., Jeffrey J. Bussgang, Kathleen L. McGinn, Katherine Chen, and Julia Kelley. "Chief: Role for Carolyn Childers." Harvard Business School Case 920-019, November 2019.
    • 04 Apr 2018
    • News

    Rebuilding the Girl Scouts Brand

    Scouts debuted a new PSA: “I’m Prepared . . . to Lead Like a Girl Scout.” The 30-second spot, with a catchy new anthem, will air on cable networks in 2017. But Pitter-Armand knows she has an even more powerful View Details
    • 27 Nov 2012
    • News

    The Beauty of the Network

    Pao: A beauty business veteran leverages the HBS network to launch her own skincare line. Photo courtesy Patti Pao Patti Pao (MBA 1987) describes her two years at HBS as “spectacularly unsuccessful,” thanks in part to a culture clash with... View Details
    Keywords: cosmetics; salmon; Securities, Commodities, and Other Financial Investments; Finance; Miscellaneous Manufacturing; Manufacturing; Health and Personal Care Stores; Retail Trade
    • 24 Jun 2002
    • Research & Ideas

    Building ’Brandtopias’—How Top Brands Tap into Society

    Customers value some of the most powerful brands in the world primarily for their "cultural value": They provide imaginative resources that people use to build their identities. These are what Harvard Business School professor... View Details
    Keywords: by Martha Lagace
    • 15 Dec 2008
    • Research & Ideas

    The Surprisingly Successful Marriages of Multinationals and Social Brands

    markets faster through the existing distribution network of the acquirer, or through the ability to invest quickly in significantly expanded facilities. Compared to an IPO, it allows the careful delineation of accountability and... View Details
    Keywords: by Sarah Jane Gilbert; Consumer Products; Food & Beverage
    • 07 Dec 1999
    • Research & Ideas

    Henry Heinz and Brand Creation in the Late Nineteenth Century

    efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. It was also a means, Heinz reasoned, of building the brand. In the 1870s, branding was a... View Details
    Keywords: by Nancy F. Koehn
    • 07 Mar 2019
    • News

    Smart Marketing Brings Rapid Growth to Latino Brands

    accomplish that was to create their own distribution network. Therefore, we are able to control how the brand should look like, how the brand should be able to be established in the marketplace, and how that... View Details
    • 07 Jan 2025
    • Blog Post

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

    remain - and someone in your friend group will remember the ‘takeaway’ you need in the moment.” The HBS network also played a role in Twist landing her first brand management position at Estee Lauder. As a... View Details
    • Web

    Online Creating Brand Value Course | HBS Online

    Introduction to Creating Brand Value ENROLL NOW No application needed for our certificate programs. Start your journey today! Creating Brand Value $1,850 Next 6-week session starts July 23rd Enroll Now Build... View Details
    • Web

    Brand Name Management - The Art of American Advertising

    Clubs Faculty & Research Business & Environment Business History Christensen Center for Teaching & Learning Entrepreneurship Faculty & Research Global Healthcare HBS Working Knowledge Institute for Strategy & Competitiveness Leadership View Details
    • 01 Feb 2017
    • News

    Does “Liking” Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes

    • 01 Dec 2002
    • News

    Building a Network for Social Enterprise in Latin America

    teaching about the management of social-purpose organizations and business involvement in the social sector. In June 2001, HBS globalized its efforts in this area by organizing the Social Enterprise Knowledge Network (SEKN) in Latin... View Details
    • June 2015
    • Case

    The Coca-Cola Company's Case for Creative Transformation

    By: Thales S. Teixeira and Elizabeth Anne Watkins
    In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details
    Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry
    Citation
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    Teixeira, Thales S., and Elizabeth Anne Watkins. "The Coca-Cola Company's Case for Creative Transformation." Harvard Business School Multimedia/Video Case 815-714, June 2015.
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