Brand Building - Publications - Faculty & Research

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Research Services - Faculty & Research

ensure the seamless execution of around 20 research events annually. In addition, the Marketing and Communications group is available for faculty consultations to promote specific research or to answer more general branding questions.... View Details

28 Apr 2009
First Look

First Look: April 28, 2009

in the past and now influence clinical trials and participate in regulatory decision-making. Yet these developments are far from universal and are taking very different forms around the world. Building on data showing that pharmaceutical... View Details

Keywords: Martha Lagace

14 Feb 2017
First Look

First Look at New Research: February 14

working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=43385 Harvard Business School Case 817-012 DataXu: Selling Ad Tech DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a... View Details

Keywords: Sean Silverthorne

26 Aug 2019
Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

this product.” During the video’s 12-plus minutes of step-by-step instructions, Hughes holds up product after product close to the camera so viewers can get a good look at each brand name. Because, after all, Hughes isn’t merely sharing... View Details

Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics

June 2010 (Revised January 2012)
Case

Blue Man Group: Creativity, Life and Surviving an Economic Meltdown

In 2008, Blue Man Group's three co-founders are facing the prospect of losing not just a business but a way of life they have built together. The case follows the story of Chris Wink, Matt Goldman, and Phil Stanton as they pursue their creative passion and build the... View Details

Keywords: Arts; Financial Crisis; Entrepreneurship; Crisis Management; Growth and Development Strategy; Brands and Branding; Personal Development and Career; Creativity; Entertainment and Recreation Industry

Citation

Educators

Purchase

22 May 2024
HBS Case

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

you. It doesn’t rely on what you say. It observes what you do and choose not to do and builds a model of who you are.” Ghosh’s analysis debuts at a time when TikTok is drawing fresh scrutiny related to how its Chinese owners influence... View Details

Keywords: by Rachel Layne; Technology

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Business History - Faculty & Research

consumers based on new green brand identities. Spring 2014 Article Charting Dynamic Trajectories: Multinational Firms in India By: Prithwiraj Choudhury and Tarun Khanna In this article, we provide a synthesizing framework that we call the... View Details

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Mid-US - Global

United States Mid-US Harvard Business School (HBS) established the Mid-US Research Center (MRC) in 2021 to build a deeper understanding of business practice and innovation in the region. The MRC plays a vital role in developing and... View Details

24 Oct 2018
Sharpening Your Skills

Startup or Established Company? Which Is Best for You?

Here’s my perspective on the tradeoffs. Putting aside for a moment industry preferences and how you feel about the products the company is building (both of which are very important!), most of the differences between a startup and mature... View Details

Keywords: by Julia B. Austin

19 Feb 2008
Research & Ideas

Radical Design, Radical Results

"Innovators avoid proposing a wide range of product signs and languages as a way to protect brand identity," says Verganti. "They tend to adopt strategies that allow customers to easily reconnect specific product signs to... View Details

Keywords: by Julia Hanna; Consumer Products

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Business & Environment - Faculty & Research

subsequent chapters describe how leaders at firms such as Du Pont, IBM, and Cemex have transformed their organizations, exploring issues such as the role of the senior team and the ways in which firms shift their identities, build... View Details

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2023 Reunion Presentations - Alumni

this “working on material” session (as comedians would call it) with a sneak peek into how we are reconceptualizing career development post-pandemic and the implications for us and our organizations. Build the Life You Want: The Art and... View Details

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Technology & Innovation - Faculty & Research

software platform; investing in software development capabilities; building advanced analytics capabilities; and embracing crowd-based product development. With all this, GE is evolving its business model. Now, for example, revenue from... View Details

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HBS - The year in Review

of tuition and course fees for the approximately 10 percent of students with the greatest financial need. The School also began offering scholarship support to more students from middle-income backgrounds, building on the approximately 50... View Details

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Profiles - MBA

an authentic desire to build the world they want to live in. ” Tech areas of interest: AI/ML, Design, Human Computer Interaction, Sustainability, Privacy, Security & Trust Formative experience at the intersection of technology and... View Details

11 May 2016
Research & Ideas

Fix This! Why is it so Painful to Buy a New Car?

fix it. Avery is an expert on customer relationships and brand management. Schlesinger, the Baker Foundation Professor in the General Management Unit, has co-written several books on service management. Buell studies service operations... View Details

Keywords: by Sean Silverthorne; Auto

24 Jul 2006
Research & Ideas

How Kayak Users Built a New Industry

kayak a good illustration of your model? A: There were three things that made rodeo kayaking an ideal test case for our model. First, it was a new sport, but not brand new, so we had a history of how the sport and the industry developed.... View Details

Keywords: by Sean Silverthorne; Entertainment & Recreation

14 May 2009
Working Paper Summaries

Quantity vs. Quality and Exclusion by Two-Sided Platforms

Keywords: by Andrei Hagiu; Video Game; Web Services

October 2016 (Revised April 2018)
Case

JCPenney: Back in Business

By: Elie Ofek, K. Shelette Stewart and Christine Snively

In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives—a focus on omnichannel, private label goods, and increasing revenue per... View Details

Keywords: Retail; Customer Management; Omnichannel; Turnarounds; Private Label; Promotions; Marketing Strategy; Brands and Branding; Customer Relationship Management; Goals and Objectives; Competition; Retail Industry; United States