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- Faculty Publications (26)
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- All HBS Web (63)
- Faculty Publications (26)
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- 09 Feb 2018
- Research & Ideas
Big Hits: The Best of the 2018 Super Bowl Ads
about this financial services company as a safe option. Stephen A. Greyser Richard P. Chapman Professor of Business Administration, Emeritus Almost half of US television... View Details
- Article
The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize
By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details
Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
- 01 Oct 2013
- First Look
First Look: October 1
http://www.people.hbs.edu/liyer/BCCI_JEBO_Final_Sept2013.pdf August 2013 Contemporary Accounting Research The Role of Performance Measures in the Intertemporal Decisions of Business Unit Managers By: Bouwens, Jan, Margaret A. Abernethy,... View Details
Keywords: Sean Silverthorne
- 2018
- Working Paper
After the Carnival: Key Factors to Enhance Olympic Legacy and Prevent Olympic Sites from Becoming White Elephants
By: Isao Okada and Stephen A. Greyser
In recent years, the total spending on hosting the Olympic Games has snowballed. The 2008 Beijing Olympic Games spent $40 billion on infrastructure development, and the 2014 Sochi Winter Olympics reached $50 billion. Even when the glorious but costly Olympic Games come... View Details
Keywords: Olympic Venue; Effective Reuse; White Elephant; Sustainability; Buildings and Facilities; Sports
Okada, Isao, and Stephen A. Greyser. "After the Carnival: Key Factors to Enhance Olympic Legacy and Prevent Olympic Sites from Becoming White Elephants." Harvard Business School Working Paper, No. 19-019, August 2018.
- 17 Dec 2008
- Lessons from the Classroom
‘Ted Levitt Changed My Life’
his love of a provocative argument and a good discussion, as well as the powerful breadth and depth of his mind. "He always said he didn't mind that people thought he was wrong if they listened long... View Details
- 29 Mar 2016
- First Look
March 29, 2016
he saw as far too slow a reaction to the threat among major space powers, Okada planned to develop a spacecraft capable of adhering to, and redirecting, that debris. By... View Details
Keywords: Sean Silverthorne
- November 1991 (Revised October 1993)
- Supplement
British Airways: ""Go for It, America!"" Promotion (B)
Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details
Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
- June 1999 (Revised August 2004)
- Case
NFL-Network Television Contracts, 1998-2005, The
The National Football League (NFL) is negotiating its next round of national television contracts with its broadcast and cable TV partners. The revenues from these contracts constitute a major source of income for the individual NFL teams. The case provides information... View Details
Keywords: History; Rights; Contracts; Business Earnings; Negotiation; Partners and Partnerships; Budgets and Budgeting; Entertainment and Recreation Industry
Greyser, Stephen A. "NFL-Network Television Contracts, 1998-2005, The." Harvard Business School Case 599-039, June 1999. (Revised August 2004.)
- January 1989 (Revised December 1991)
- Case
British Airways: ""Go for It, America!"" Promotion (A)
Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details
Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States
Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (A). Harvard Business School Case 589-089, January 1989. (Revised December 1991.)
- September 1991 (Revised December 1991)
- Case
G. Heileman Brewing Co. (A): Power Failure At PowerMaster
In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol... View Details
Keywords: Advertising Campaigns; Ethics; Lawfulness; Brands and Branding; Product Positioning; Demand and Consumers; Market Entry and Exit; Food and Beverage Industry
Greyser, Stephen A. "G. Heileman Brewing Co. (A): Power Failure At PowerMaster." Harvard Business School Case 592-017, September 1991. (Revised December 1991.)
- June 1994 (Revised August 1994)
- Case
Cunard Line Ltd.: Managing Integrated Marketing Communications
Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry
Greyser, Stephen A. "Cunard Line Ltd.: Managing Integrated Marketing Communications." Harvard Business School Case 594-046, June 1994. (Revised August 1994.)
- April 1990
- Case
Perrier Recall: A Source of Trouble
By: Stephen A. Greyser and Norman Klein
When a laboratory discovered traces of the carcinogen benzene in bottles of Perrier, Group Perrier of America immediately announced a voluntary U.S. recall of all Perrier brand imported water. This case describes press coverage of the U.S. recall and the worldwide... View Details
Greyser, Stephen A., and Norman Klein. "Perrier Recall: A Source of Trouble." Harvard Business School Case 590-104, April 1990.
- February 1999 (Revised August 2004)
- Case
Women's National Basketball Association (WNBA)
Chronicles the background of the founding of the WNBA, its basic business concept, some of the key research information used by the NBA in launching it, and other related information. Students must analyze the "basic business model" involved and compare it to that of... View Details
Greyser, Stephen A. "Women's National Basketball Association (WNBA)." Harvard Business School Case 599-032, February 1999. (Revised August 2004.)
- 2013
- Working Paper
How Major League Baseball Clubs Have Commercialized Their Investment in Japanese Top Stars
By: Isao Okada and Stephen A. Greyser
When a Major League Baseball club signs a Japanese star player, it obviously tries to commercialize its investment in the player. The initial focus is on home attendance (ticket sales) and television audiences, plus merchandise sales. These elements are similar to... View Details
Okada, Isao, and Stephen A. Greyser. "How Major League Baseball Clubs Have Commercialized Their Investment in Japanese Top Stars." Harvard Business School Working Paper, No. 14-029, September 2013.
- September 1992 (Revised October 1995)
- Case
Exxon: Communications After Valdez
By: Stephen A. Greyser and Nancy Langford
Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of... View Details
Greyser, Stephen A., and Nancy Langford. "Exxon: Communications After Valdez." Harvard Business School Case 593-014, September 1992. (Revised October 1995.)
- December 1992 (Revised October 1993)
- Case
BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself
By: Stephen A. Greyser and Wendy Smith Schille
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details
Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry
Greyser, Stephen A., and Wendy Smith Schille. "BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself." Harvard Business School Case 593-046, December 1992. (Revised October 1993.)
- November 1991
- Case
Magic Johnson: Endorsements ""After""...?
On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details
Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Entertainment and Recreation Industry; Entertainment and Recreation Industry; Entertainment and Recreation Industry
Greyser, Stephen A. Magic Johnson: Endorsements ""After""...? Harvard Business School Case 592-057, November 1991.
- December 1996 (Revised January 1997)
- Case
Brent Spar Incident, The: "A Shell of a Mess"
By: Stephen A. Greyser and Norman Klein
Seeking to dispose of an outmoded oil drilling platform in the North Sea, Shell finds itself confronted by Greenpeace and other environmentalists. The protesters land 12 people onto the rig and initiate media coverage of their "occupation." The case follows the events... View Details
Greyser, Stephen A., and Norman Klein. Brent Spar Incident, The: "A Shell of a Mess". Harvard Business School Case 597-013, December 1996. (Revised January 1997.)
- 10 May 2016
- First Look
May 10, 2016
Urde, Mats, and Stephen A. Greyser Abstract—The purpose of this article is to explore corporate brand identity and... View Details
Keywords: Carmen Nobel
- July 2002
- Case
Introducing ... The XFL!
By: Susan M. Fournier, Stephen A. Greyser and Seth Schulman
When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title... View Details
Keywords: Advertising; Forecasting and Prediction; Product Positioning; Consumer Behavior; Product Development; Culture; Commercialization
Fournier, Susan M., Stephen A. Greyser, and Seth Schulman. "Introducing ... The XFL!" Harvard Business School Case 503-015, July 2002.