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Show Results For
- All HBS Web
(18,261)
- People (22)
- News (9,033)
- Research (4,205)
- Events (102)
- Multimedia (1,492)
- Faculty Publications (1,913)
- 02 Dec 2014
- Blog Post
Building a Consumer-Centric Strategy: Highlights from the Marketing & CPG Club’s Conference
On November 16th, 2014, the Marketing & CPG Club hosted the 2014 Marketing Innovation Conference at Harvard Business School. This year’s theme was “Building a... View Details
- 8 AM – 9 AM EDT, 05 May 2021
- Virtual Programming
The Post-Pandemic Future for Corporations for Institutions and Civic Society
Please join us for a fireside chat on The Post-Pandemic Future for Corporations for Institutions and Civic Society.
Hosted by the Harvard Club of the Philippines, this event will feature a conversation between former HBS Dean Nitin Nohria, Atlantic Media Company... View Details
- 24 May 2021
- Blog Post
Rebekah Emanuel: Host of Season 3 of the Climate Rising Podcast
Rebekah Emanuel (MBA 2015), Director of Social Entrepreneurship for the Harvard Innovation Labs (i-Lab) and host of the third season of the BEI’s... View Details
- 01 Dec 2014
- News
Innovation: The Fish-Farming Fix
finalist in MIT’s $100K business plan competition, won Fish 2.0’s $25,000 second prize, and earned a $100,000 FOUNDER.org grant. And all the attention—as well as lessons Kozachenok learned in HBS professor Vicki Sato’s Commercializing... View Details
- 07 Oct 2012
- News
In Search of Funds That Don't Rock the Boat
- 01 Dec 2011
- News
Letters to the Editor
university in the world and definitely enhances the greatness of HBS and Harvard University. Thank you, Mr. Spangler, Anna, and your family. Warren C. Nagler (MBA 1988)... View Details
- 31 Jan 2023
- Op-Ed
Can Insurance Technology Solve the Uninsured Driver Problem?
Unit at Harvard Business School. He studies the causes of financial distress among American households and how technology, private markets, and public policy can reduce those risks. You Might Also Like: Why... View Details
- 06 Sep 2013
- News
More Seats at the Table
Stewart isn't afraid to make some noise when it's called for. When Facebook was preparing to go public in 2012, Stewart helped create a campaign that highlighted the lack of women on View Details
- 01 Jun 2012
- News
Straight to the Heart
that her most enjoyable moments were spent counseling a friend on her dating life. So she combined that passion with her business acumen and wrote the 2003 best-seller Find a Husband after 35: Using What I Learned at View Details
- 22 May 2020
- News
In the Lockdown Economy, Old Measures of Inflation Get It Wrong
- June 2014
- Article
Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims
By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details
Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Advertising Industry; Consumer Products Industry
Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
- 10 May 2018
- News
Google sells the future, powered by your personal data
- 01 Sep 2008
- News
The MBA Turns 100
Six months before Harvard Business School officially opened in October 1908, the School had no classrooms, no faculty, and no curriculum. But its proponents had a Big Idea: Create a professional school... View Details
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Who Has the Power in the Music Industry?
music that consumers encounter? Those questions were debated at the "Digital Music: Recreating the Industry" panel on March 30 the at the Digital... View Details
- Web
Business at the Base of the Pyramid - Course Catalog
in conjunction with Finance. It is also part of a portfolio of courses relevant to Social Enterprise. For a full listing, see the Social Enterprise Initiative website. Copyright © 2024 President & Fellows of View Details
- 16 Jun 2003
- Research & Ideas
Surveying the VC Landscape
Corporate cutbacks could stall R&D and hinder innovation, argues Harvard Business School professor Josh Lerner. In this Q&A, Lerner looks over the state of the venture... View Details
- 01 Mar 2007
- News
Letters to the Editor
Chuck Porter and the type of work he wanted to do, I think this may have been an intentional and very smart strategy. Advertising campaigns for products with strong points of differentiation are much more... View Details
- 15 Mar 2022
- News
How a Ukrainian Economist Is Fighting the Russians
- 14 Nov 2019
- Blog Post
Future Leaders Dive into the MS/MBA: Engineering Sciences Program
Harvard John A. Paulson School of Engineering and Applied Sciences (SEAS). With just three days to complete a prototype, Batt’s team created a connected device and mobile app that delays a smartphone alarm from sounding until View Details