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  • February 2011
  • Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
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  • August 2014 (Revised May 2015)
  • Case

Teaming at Disney Animation

By: Amy C. Edmondson, David L. Ager, Emily Harburg and Natalie Bartlett
Jonathan Geibel, Director of Systems at Walt Disney Animation Studios (hereafter referred to as Disney Animation), walked through the workspace occupied by the group he had been tasked to lead. Geibel knew he was part of a creative and magical environment. The Disney... View Details
Keywords: Leading Change; Creativity; Organizational Structure; Animation Entertainment; Organizational Culture; Groups and Teams; Motion Pictures and Video Industry; Motion Pictures and Video Industry; United States
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  • 29 Oct 2021
  • Blog Post

Helping Women in Mexico to Live Fulfilled and Healthy Lives

Giovanna Abramo (MBA 2022) spent the last three years prior to HBS working at Bain & Company in Mexico City where she worked on performance improvement, strategy, and operational model redesign projects across View Details
  • February 1992 (Revised March 1995)
  • Case

Amelia Rogers at Tassani Communications (A)

By: Linda A. Hill
Describes a conflict that has arisen between an account manager and a creative director at Tassani Communications, a Chicago-based advertising agency which is making the transition from entrepreneurial to professional management. The client, the marketing director of a... View Details
Keywords: Rank and Position; Conflict Management; Change Management; Entrepreneurship; Practice; Behavior; Creativity; Problems and Challenges; Advertising Industry; Chicago
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  • June 2016 (Revised November 2021)
  • Case

Longchamp

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much... View Details
Keywords: Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Family Business; Price; Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; France; Europe
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  • Research Summary

Research Focus

By: Anita Elberse
My research focuses on "creative industries," defined as industries that supply goods that we commonly associate with artistic, cultural, or entertainment value -- including book and magazine publishing, film, music, television, video games, the performing... View Details
  • 11 Dec 2023
  • Blog Post

Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy

and excitement about future opportunities. Kyle Leahy (MBA 2011) In young adulthood at Georgetown University, Leahy set out to uncover where her career path would lead, double majoring in English and Math.... View Details
Keywords: Consumer Products / Retail
  • September 1992 (Revised January 2002)
  • Case

Chrysler: Iacocca's Legacy

By: Nitin Nohria and Sandy Green
Describes the changes fashioned by Iacocca during his tenure as CEO of the Chrysler Corp. Pays particular attention to the rhetoric he employed in mobilizing change and the actions he took to implement change. View Details
Keywords: Organizational Change and Adaptation; Leading Change; Leadership Style; Management Teams; Communication Strategy; Auto Industry; Auto Industry
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  • January 2009 (Revised May 2009)
  • Case

Innovation at Mahindra & Mahindra (A)

By: Stefan H. Thomke and Briana Doerr Luthra
Describes the Mahindra & Mahindra Group's approach to innovation. The Group is among the top industrial houses in India and its managing director Anand Mahindra has put innovation at the core of its growth strategy. Emphasis is placed on managing the balance between... View Details
Keywords: Innovation and Management; Growth and Development Strategy; Problems and Challenges; Marketing; Business Processes; Product; Innovation Strategy; Organizational Design; Demand and Consumers; Auto Industry; Auto Industry; India
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  • February 2017
  • Teaching Note

Paez

By: Jill Avery
Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy category that suddenly woke up when TOMS, a U.S. company, appropriated the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause.... View Details
Keywords: Brand Management; Brand Positioning; Competitive Positioning; Competitive Strategy; Retailing; Go To Market Strategy; Marketing; Brands and Branding; Marketing Strategy; Retail Industry; Retail Industry; Argentina; Latin America; South America; Europe
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  • 27 Oct 2014
  • News

Supporting new art by bringing private funding to public museums and spaces

Bridgitt Evans (MBA 1986) loves contemporary art for its ability to challenge existing norms. Now she is transforming the industry in much the same spirit with VIA Art Fund— Visionary Initiatives in Art—a new model of funding for... View Details
  • 08 Jul 2015
  • What Do You Think?

Do Americans Work Too Much and Think About Work Too Little?

activities on the job that are not perceived as work while "working" in ways that are non-productive. In short, we're not thinking creatively enough about work. Those are themes that recur in the comments to this month's column.... View Details
Keywords: by James Heskett; Financial Services
  • 21 May 2009
  • Working Paper Summaries

Do Friends Influence Purchases in a Social Network?

Keywords: by Raghuram Iyengar, Sangman Han & Sunil Gupta; Technology
  • 01 Jun 1997
  • News

Competition and Strategy Unit at HBS Sets Pace In Its Field

colleagues, he has also begun looking at how competitive shocks affect industry structure and business strategy in emerging markets. Adam Brandenburger and Assistant Professor... View Details
Keywords: Susan Young
  • 25 Jan 2011
  • First Look

First Look: Jan. 25

technology holds promise after a long development phase, but the packaging is more expensive, and Wright and his team must convince the industry stakeholders of the packaging's... View Details
Keywords: Sean Silverthorne
  • 19 May 2016
  • Research Event

Crowdsourcing, Patent Trolls, and Other Research Insights Highlighted at Harvard Business School Symposium

submitted. Seeking answers from the crowd may be more important than ever. Even as the use of data science is expanding, we face a shortage of 1.8 million data scientists. “There’s a lot of competition for data science talent,” Lakhani said, with medical schools,... View Details
Keywords: by Dina Gerdeman & Carmen Nobel
  • 02 Mar 2007
  • What Do You Think?

What Is the Government’s Role in US Health Care?

various free market mechanisms for addressing these issues. Where to start? Paul Jackson suggests that "The only thing the government should be involved with is controlling the drug, insurance, and medical View Details
Keywords: by Jim Heskett; Health
  • April 1983 (Revised October 2000)
  • Case

People Express (A)

By: Leonard A. Schlesinger and Debra Whitestone
Describes the start up, strategy, organizational design, and operations over the first eighteen months of the airline. Focuses on the creative use of human resources as an integral part of the business strategy. View Details
Keywords: Human Capital; Air Transportation; Organizational Design; Operations; Business Startups; Business Strategy; Air Transportation Industry; United States
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  • February 2024 (Revised July 2024)
  • Case

Taffi: Entrepreneurship in Saudi Arabia

By: Paul A. Gompers and Fares Khrais
Taffi was a tech-enabled fashion styling startup founded by Shahad Geoffrey in Saudi Arabia in 2020. Within three years of operating, Geoffrey had pivoted the business multiple times. In 2023, Geoffrey was attempting the business’s most ambitious pivot yet, shifting... View Details
Keywords: Business Startups; Disruption; Entrepreneurship; Venture Capital; Investment; Growth and Development Strategy; Business Strategy; AI and Machine Learning; Fashion Industry; Fashion Industry; Saudi Arabia; Arabian Peninsula
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  • 02 Feb 2015
  • Research & Ideas

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

Over the past two decades, entire industries have been disrupted by Internet competitors who "unbundled" their content and delivered it to consumers in new ways. Newspapers lost out to Google View Details
Keywords: by Michael Blanding