Publications

2019
Chapter

Integrated Partnerships in Cultural Sponsorship: The Cases of Guggenheim UBS and MFA Boston-Fleet

By: Stephen A. Greyser and Ragnar Lund

This chapter presents and interprets two field-based studies of sponsorship collaborations between major museums and significant financial institutions—a global multi-year partnership between the Guggenheim Foundation and UBS, and the pioneering regional integrated... View Details

Keywords: Museums; Financial Institutions; Partners and Partnerships; Culture; Cooperation

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December 2018
Case

The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

By: Stephen A. Greyser and Mats Urde

This case focuses on the potential for “reputational contagion” to the Nobel Prize from a scandal affecting one of its independent network member entities, the Swedish Academy. The latter is responsible for selecting the Nobel Prize in Literature, by appointment of... View Details

Keywords: Nobel Prize; Swedish Academy; Scandal; Reputation; Brands and Branding; Crisis Management

December 2018
Teaching Note

The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

By: Stephen A. Greyser and Mats Urde

A classroom guide to teaching the case, “The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize” (HBS No. 5-919-410). A fictional case protagonist must present his evaluation to the Nobel Foundation of the scandal affecting one of the Nobel... View Details

Keywords: Nobel Prize; Swedish Academy; Scandal; Reputation; Brands and Branding; Crisis Management

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

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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

Keywords: Re: Multiple Faculty; Telecommunications

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

Keywords: by Julia Hanna; Education; Retail

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

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

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

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

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

Keywords: Business Model; Research; Outcome or Result; Sports; Gender; Sports Industry

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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

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

Keywords: Advertising; Communication; Crisis Management; Marketing Communications

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

Web

Business History - Faculty & Research

and Anne Ruderman. Business History Review 97, no. 2 (Summer 2023): 247–281. LALIGA—From a Soccer Competition Organizer to a Global Player in the Sports and Entertainment Industry By: View Details

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

Keywords: Communication; Media; Social Issues; Mining Industry; United Kingdom

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