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    • Research  (252)
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  • February 5, 2009
  • Comment

In Praise of Marketing

By: John A. Quelch
Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details
Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning
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Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
  • October 2015 (Revised September 2016)
  • Case

Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company

By: Benjamin C. Esty and Nancy Hua Dai
Ian Lee, Whirlpool's VP for North Asia, had been negotiating a possible acquisition with Jackie Jin, the chairman of a leading Chinese appliance manufacturer named Hefei Rongshida Sanyo Electric Company (Hefei Sanyo), for almost six months when suddenly Hefei Sanyo's... View Details
Keywords: Mergers & Acquisitions; Regulation; Cross-border Investment; Brand Names; State-owned Enterprise (SOE); Appliances; White Goods; Consumer Durables; Negotiation; Valuation; Mergers and Acquisitions; State Ownership; Foreign Direct Investment; Brands and Branding; Consumer Products Industry; China
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Esty, Benjamin C., and Nancy Hua Dai. "Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company." Harvard Business School Case 216-019, October 2015. (Revised September 2016.)
  • March 2018 (Revised December 2019)
  • Case

Edward Lewis: Essence Magazine

By: Steven Rogers and Jacqueline Adams
Essence, the first magazine aimed at African-American women, was created by four, young, Black entrepreneurs in the aftermath of massive racial and political upheaval in the United States in 1968. The venture was a financial, branding and cultural success. By 2005, the... View Details
Keywords: Female; Decisions; African-Americans; Contemporary History; Social History; Culture; Selling; Acquisition; Joint Ventures; Corporate Entrepreneurship; Asset Pricing; Collaborative Innovation and Invention; Innovation and Management; Brands and Branding; Media; Organizational Culture; Valuation; Journals and Magazines; Business History; Fairness; Adaptation; Consolidation; Publishing Industry; New York (city, NY)
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Rogers, Steven, and Jacqueline Adams. "Edward Lewis: Essence Magazine." Harvard Business School Case 318-115, March 2018. (Revised December 2019.)
  • 17 Jan 2008
  • Research & Ideas

If Marketing Experts Ran Elections

effectiveness of commercial marketing. Most consumers have stronger relationships with brands like Starbucks (the "third place" after home and work) than with their elected representatives or the umbrella View Details
Keywords: by John A. Quelch
  • 01 May 2008
  • Research & Ideas

The Marketing Challenges of the China Olympics

the Games by any company. Most consumers around the world do not let their political views affect their purchase decisions. However, we are likely to see Web sites promoting boycotts of Chinese brands such... View Details
Keywords: by John Quelch; Sports
  • 11 Feb 2008
  • Research & Ideas

Does Democracy Need a Marketing Manager?

Very little scholarship has been done around the subject of marketing and democracy. In fact, many believe that politics needs less marketing. Harvard Business School professor John A. Quelch and research associate Katherine E. Jocz see... View Details
Keywords: by Sean Silverthorne
  • 18 Sep 2017
  • Research & Ideas

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

your customers Some brands can get away with being political—Ben & Jerry’s uses the political news of the day  to further its relationship with consumers. “They’ll launch ice cream flavors tied to View Details
Keywords: by Dina Gerdeman; Advertising; Technology
  • 06 Aug 2019
  • Cold Call Podcast

Super Bowl Ads Sell Products, but Do They Sell Brands?

type of ad than what you might typically see. Kenny: How have you seen things evolve, particularly in the last 10 or 15 years? Santana: Brands have taken a much more political stance, really trying to strike... View Details
Keywords: Advertising; Sports; Entertainment & Recreation; Media & Broadcasting
  • 27 Nov 2023
  • Research & Ideas

Voting Democrat or Republican? The Critical Childhood Influence That's Tough to Shake

team intend to explore their dataset further and probe how parents shape their children’s political beliefs and the interplay of these influences. “We could use this method to measure the impact [of childhood neighborhood] on View Details
Keywords: by Ben Rand
  • 08 Jul 2019
  • Research & Ideas

Are Paywalls Saving Newspapers?

used firm size as a proxy for reputation and utilized uniqueness and political slant indices to account for other company characteristics. The study did not take into account costs or any discounts or marketing efforts targeting new... View Details
Keywords: by Kristen Senz; Journalism & News; Media & Broadcasting
  • 07 Apr 2020
  • Research & Ideas

What Customers Need to Hear from You During the COVID Crisis

media, would need to be rethought. Recognizing that their existing brand creative might strike the wrong tone with people fearful for their own and their community’s health, and anxious about their personal and the world’s rapidly... View Details
Keywords: by Jill Avery and Richard Edelman
  • 29 Aug 2018
  • What Do You Think?

What Should Harley-Davidson’s Management Do?

CasPhotography What Can the Harley-Davidson Case Teach Us About Managing in a Politicized Environment? The advice to Harley-Davidson’s management from respondents of this month’s column is to (1) ensure that politics doesn’t deter the... View Details
Keywords: by James Heskett; Auto
  • 28 Jun 2022
  • Book

The Moral Enterprise: How Two Companies Profit with Purpose

How can government and business work together in this fractious political moment, when finding solutions to pressing problems like inequality and climate change are more urgent than ever? Rebecca Henderson, Harvard University’s John and Natty McArthur University... View Details
Keywords: by Avery Forman
  • February 2005
  • Article

European Integration and Corporate Restructuring: The Strategy of Unilever c1957-c1990

By: Geoffrey Jones and Peter Miskell
This article examines the role of the large Anglo-Dutch consumer products company in promoting European integration. It shows that Unilever contributed financially to campaigns to support the creation of the European Union, and its subsequent expansion, despite a... View Details
Keywords: Horizontal Integration; Organizations; Policy; Expansion; Market Transactions; Geographic Location; Restructuring; Competition; Brands and Branding; Production; Capital Structure; Value; Consumer Products Industry; European Union; United States
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Jones, Geoffrey, and Peter Miskell. "European Integration and Corporate Restructuring: The Strategy of Unilever c1957-c1990." Economic History Review 58, no. 1 (February 2005): 113–139.
  • February 2020 (Revised June 2020)
  • Case

From Cradle to Heaven: Taikang Insurance Group

By: William C. Kirby, Shu Lin, John P. McHugh and Yuanzhuo Wang
Taikang Insurance Group was a leading Chinese insurance and financial services institution. It operated in the insurance, asset management, and health and senior care industries. Due to China’s underdeveloped social welfare state, Taikang saw an opportunity for the... View Details
Keywords: Health; Insurance; Strategy; Insurance Industry; China
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Kirby, William C., Shu Lin, John P. McHugh, and Yuanzhuo Wang. "From Cradle to Heaven: Taikang Insurance Group." Harvard Business School Case 320-088, February 2020. (Revised June 2020.)
  • September 1997 (Revised October 1997)
  • Case

Bayer AG (A)

By: John A. Quelch
Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both of which were confiscated by the U.S. government after World War I. The group also sets out to assess... View Details
Keywords: Management Teams; Brands and Branding; War; Communication; Trademarks; Acquisition; Government and Politics; Biotechnology Industry; Pharmaceutical Industry; Germany; North America; United States
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Quelch, John A., and Robin Root. "Bayer AG (A)." Harvard Business School Case 598-031, September 1997. (Revised October 1997.)
  • November 2001
  • Case

Naming the Edsel (Condensed)

Reveals the interesting and unusual story behind Ford's selection of "Edsel" as the new brand name for its ill-fated 1957 new product launch. Noteworthy as perhaps the most extensive, creative, and politically charged naming stories on record. Although both... View Details
Keywords: Customers; Marketing Strategy; Brands and Branding; Auto Industry
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Fournier, Susan M., and Andrea Wojnicki. "Naming the Edsel (Condensed)." Harvard Business School Case 502-034, November 2001.
  • August 2011 (Revised November 2011)
  • Case

The U.S. Military Academy at West Point

By: Anat Keinan
The case examines an iconic institution's decision on whether or not to undertake a branding initiative. Founded in 1802, West Point has played a key role in America's history. It is one of the nation's oldest institutions of higher learning and is well known for... View Details
Keywords: Surveys; Resource Allocation; Brands and Branding; Business and Stakeholder Relations; Competitive Strategy; Education Industry; United States
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Keinan, Anat. "The U.S. Military Academy at West Point." Harvard Business School Case 512-012, August 2011. (Revised November 2011.)
  • 05 Feb 2014
  • Research & Ideas

Can Putin Score Olympic Gold?

trouble if they don't go well. Perhaps the brand with the most to gain—or lose—is Mother Russia, which paid a record $51 billion to host the Games, and has a rare opportunity to show it has shaken off its economic and View Details
Keywords: by Michael Blanding; Sports; Advertising
  • 17 Oct 2024
  • Research & Ideas

The Reputation Risks of Sharing Fake News

party, regardless of whether they are true—or even especially because they are untrue. “The theory is that the best way to signal your loyalty to your political party is to show that you’re willing to take outlandish stances that will... View Details
Keywords: by Avery Forman
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