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- All HBS Web
(172)
- People (2)
- News (76)
- Research (56)
- Events (1)
- Multimedia (6)
- Faculty Publications (30)
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- 03 Jan 2023
- What Do You Think?
How Would the Leadership Style of Girl Scouts' Frances Hesselbein Fare Today?
(iStockphoto/400tmax) While summarizing comments to this same question asked about Jack Welch in last month’s column (shown below), I received word of Frances Hesselbein’s death. Welch was regarded by many as the greatest CEO of the 20th century. Hesselbein, national... View Details
Keywords: Re: James L. Heskett
- January 2000
- Case
The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case
By: Jill Avery and Gerald Zaltman
An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details
Keywords: Brand Management; Brand Equity; Brand Communication; Brand ＆ Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Food and Beverage Industry; Consumer Products Industry
Avery, Jill, and Gerald Zaltman. "The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case." Harvard Business School Case 500-083, January 2000.
- Teaching Interest
Overview
Christina Wallace teaches Launching Tech Ventures in the second-year MBA program and is co-course head for The Entrepreneurial Manager in the first-year MBA program. She created an Entrepreneurial Marketing course for HBS Online and regularly teaches entrepreneurship,... View Details
- October 17, 2023
- Article
10 Emotions That Are Undervalued in the Workplace
By: Frances X. Frei and Anne Morriss
In their new book, Move Fast and Fix Things, Frances Frei and Anne Morriss outline five strategies to help leaders tackle their hardest problems and quickly make change. Their fourth strategy is about telling a compelling story about the change you need to... View Details
Keywords: Emotions; Organizational Change and Adaptation; Business or Company Management; Leading Change
Frei, Frances X., and Anne Morriss. "10 Emotions That Are Undervalued in the Workplace." Harvard Business Review (website) (October 17, 2023).
- January 2015 (Revised May 2023)
- Technical Note
FIELD Global Immersion: Orchestrating a Compelling Presentation
By: Jill Avery
This note was written to help you organize and orchestrate your FIELD Global Immersion final project presentation to your global partner. It is designed to illustrate ways to make your final presentation persuasive, inspiring, and powerful — a presentation with... View Details
Keywords: Presentation Skills; Communication; Communication Intention and Meaning; Communication Strategy; Interpersonal Communication; Management Skills
Avery, Jill. "FIELD Global Immersion: Orchestrating a Compelling Presentation." Harvard Business School Technical Note 315-085, January 2015. (Revised May 2023.)
- 17 Sep 2024
- Cold Call Podcast
Fawn Weaver’s Entrepreneurial Journey as an Outsider in the Spirits Industry
- 2016
- Chapter
Luxury Branding Research: New Perspectives and Future Priorities
By: Anat Keinan, Sandrine Crener and Silvia Bellezza
Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details
Keinan, Anat, Sandrine Crener, and Silvia Bellezza. "Luxury Branding Research: New Perspectives and Future Priorities." Chap. 2 in Online Luxury Retailing: Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions, 16–33. Philadelphia: Wharton School, Baker Retailing Center, 2016.
- 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
Keywords: Brands; Brand Valuation; Art Collector; Arts Marketing; Auction House; Auctions; Luxury Brand; Luxury Consumers; Luxury Goods; Marketing; Valuation; Marketing Strategy; Arts; Luxury; Value; Brands and Branding; Fine Arts Industry; Italy; United Kingdom; Europe; United States; United Arab Emirates
Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Case 518-066, January 2018. (Revised October 2019.)
- 2010
- Book
Different: Escaping the Competitive Herd
By: Youngme Moon
Every few years a book-through a combination of the author's unique voice, storytelling ability, spirit, and insight-simply breaks the mold. Youngme Moon's DIFFERENT is that kind of book, a book for "people who don't read business books...," a book that feels like an... View Details
Keywords: Communication Intention and Meaning; Entrepreneurship; Innovation and Invention; Marketing; Creativity; Competition
Moon, Youngme. Different: Escaping the Competitive Herd. Crown, 2010.
- 2021
- Working Paper
Expanding the Entrepreneurial Cultural Toolkit: The Temporal Interplay of the Substantive and the Symbolic
By: Rebecca Karp and Siobhan O'Mahony
Much research shows how entrepreneurs leverage symbolic toolkits via storytelling and narratives to convince resource providers of their venture’s legitimacy. Although investors’ legitimacy concerns may be initially met with symbolic actions, it is unclear whether... View Details
- 2022
- Book
Deep Purpose: The Heart and Soul of High-Performance Companies
By: Ranjay Gulati
This book offers a compelling reassessment and defense of purpose as a management ethos, documenting the vast performance gains and social benefits that become possible when firms manage to get purpose right. Few business topics have aroused more skepticism in recent... View Details
Keywords: Purpose; Business And Society; Organizations; Mission and Purpose; Performance Effectiveness; Organizational Culture
Gulati, Ranjay. Deep Purpose: The Heart and Soul of High-Performance Companies. New York: Harper Business, 2022.
- 20 Jun 2023
- Research & Ideas
Looking to Leave a Mark? Memorable Leaders Don't Just Spout Statistics, They Tell Stories
statistic over a story. “In the moment people receive information, they usually understand that statistics tend to be more informative than stories,” Graeber says. “But after a day, stories are simply more memorable.” Beware extreme stories Still, the gap between View Details
Keywords: by Scott Van Voorhis
- 14 Feb 2022
- Research & Ideas
Curiosity, Not Coding: 6 Skills Leaders Need in the Digital Age
admitted they were struggling. Adept storytellers. Transparent communication and storytelling have never been so critical to leading. Authentic conversations go a long way toward engaging employees and fostering ownership. Data and... View Details
- 07 Jul 2022
- HBS Case
How a Multimillion-Dollar Ice Cream Startup Melted Down (and Bounced Back)
a second location in Gowanus. That location was a huge success, too, with total sales of $1.4 million. The Disney partnership The couple dared to dream that they could one day develop into a household name like Ben & Jerry’s, which had similar homegrown roots and a... View Details
Keywords: by Pamela Reynolds
- 07 Feb 2017
- Research & Ideas
The Right Way to Cry in Front of Your Boss
did not provide any information about why they were distressed. For the second experiment, students at the Harvard Decision Science Lab were paired as storyteller and listener. Storytellers were asked to... View Details
Keywords: by Roberta Holland
- 04 Jan 2022
- Research & Ideas
Scrap the Big New Year's Resolutions. Make 6 Simple Changes Instead.
it’s not too late to pick up classic works of literature—he especially likes Jane Austen—as a way to practice putting yourself in someone else’s shoes. “Their shoes probably stink, but that’s what you need to do,” he says. 5. Watch the top 10 speeches of all time View Details
Keywords: by Kristen Senz
- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
built from the ground up and rebuilt again when the competitive landscape shifts. A Good Place to Start Super Bowl Ads Sell Products, but Do They Sell Brands?Super Bowl advertising is increasingly about using storytelling to sell... View Details
- 06 Oct 2020
- Sharpening Your Skills
18 Tips Managers Can Use to Lead Through COVID's Rising Waters
marketing communications should not ignore or turn a deaf ear to the crisis, but rather make sure to recognize it and acknowledge the impact it was having on people’s lives. Consumers also warned against brands taking advantage of the crisis. Consumers’ survey... View Details
Keywords: by Sean Silverthorne
- 13 Nov 2013
- Research & Ideas
Should Men’s Products Fear a Woman’s Touch?
change the identity meanings associated with their brands in general, especially for a brand that has a long history of narrative and storytelling and suddenly wants to shift that narrative in a way that may not be comfortable to current... View Details
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
acknowledge the impact it was having on people’s lives. Consumers also warned against brands taking advantage of the crisis. Consumers’ survey responses indicated that brand storytelling should focus on providing real solutions to the... View Details
Keywords: by Jill Avery and Richard Edelman