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Publications

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    • All HBS Web  (3,223)
      • Faculty Publications  (581)

      Marketing CommunicationsRemove Marketing Communications →

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      • September 2007
      • Article

      (Noisy) Communication

      By: Bharat Anand and Ron Shachar
      Communication is central to many settings in marketing and economics. A focal attribute of communication is miscommunication. We model this key characteristic as a noise in the messages communicated, so that the sender of a message is uncertain about its perception by... View Details
      Keywords: Communication Intention and Meaning; Interpersonal Communication; Cost vs Benefits; Marketing Communications; Performance Improvement; Mathematical Methods
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      Anand, Bharat, and Ron Shachar. "(Noisy) Communication." Quantitative Marketing and Economics 5, no. 3 (September 2007): 211–237. (Lead Article.)
      • 2007
      • Working Paper

      Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

      By: John A. Deighton and Leora Kornfeld
      The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into... View Details
      Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web
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      Deighton, John A., and Leora Kornfeld. "Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers." Harvard Business School Working Paper, No. 08-017, September 2007.
      • August 2007 (Revised November 2008)
      • Case

      Biocon: Launching a New Cancer Drug in India

      By: Sunil Gupta and Das Narayandas
      Kiran Majumdar-Shaw, the CEO of Biocon has to make product launch timing, pricing, channel, and communications mix decisions relating to the launch of BioMAb, a new cancer drug in India. View Details
      Keywords: Price; Health Care and Treatment; Marketing Strategy; Product Launch; Planning; Biotechnology Industry; Pharmaceutical Industry; India
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      Gupta, Sunil, and Das Narayandas. "Biocon: Launching a New Cancer Drug in India." Harvard Business School Case 508-026, August 2007. (Revised November 2008.)
      • March 2007 (Revised March 2009)
      • Case

      Cherrypicks

      By: William R. Kerr
      Cherrypicks is a Hong Kong communications start-up approaching a large Korean mobile operator for a partnership to take the operator's products to markets outside of Korea. SK Telecom's (SKT) Ring Back Tones (RBT) product is a spectacular success in South Korea, but... View Details
      Keywords: Business Model; Business Startups; Communication Strategy; Entrepreneurship; Partners and Partnerships; Communications Industry; China; Hong Kong; South Korea
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      Kerr, William R. "Cherrypicks." Harvard Business School Case 807-106, March 2007. (Revised March 2009.)
      • January 2007 (Revised January 2008)
      • Case

      Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

      By: John A. Quelch
      Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details
      Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry
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      Quelch, John A., and Laura Winig. Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign. Harvard Business School Case 507-005, January 2007. (Revised January 2008.)
      • December 2006 (Revised January 2008)
      • Case

      ViaGen: Revolutionizing the Livestock Industry

      By: David E. Bell, Reed Martin and Mary L. Shelman
      ViaGen has invested heavily to develop cloning technology for the livestock industry. Cloning has the potential to significantly improve the genetics of livestock, leading to higher quality meat, healthier animals, and more efficient production. Since 2003, the firm... View Details
      Keywords: Animal-Based Agribusiness; Business Plan; Governing Rules, Regulations, and Reforms; Marketing Communications; Industry Structures; Business and Government Relations; Genetics; Commercialization; Agriculture and Agribusiness Industry; Biotechnology Industry
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      Bell, David E., Reed Martin, and Mary L. Shelman. "ViaGen: Revolutionizing the Livestock Industry." Harvard Business School Case 507-021, December 2006. (Revised January 2008.)
      • November 2006
      • Exercise

      Sell Yourself!

      By: Thomas J. Steenburgh and Michael I. Norton
      Helps students develop an effective sales pitch for their greatest asset--themselves. Also, broadens their understanding of how salespeople sell products and services. Before class, students are asked to interview a potential employer and to develop a preliminary sales... View Details
      Keywords: Marketing; Sales; Product; Service Operations; Interpersonal Communication; Personal Development and Career
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      Steenburgh, Thomas J., and Michael I. Norton. "Sell Yourself!" Harvard Business School Exercise 507-045, November 2006.
      • November 2006
      • Case

      Organics: Coming Center Stage?

      By: James E. Austin and Reed Martin
      The organics movement has certainly come a long way. From hippie farming communes and a scattering of natural food stores in the 1960s, organics outgrew its origins as a counterculture curiosity of the 1970s to become the fastest growing segment of the food industry in... View Details
      Keywords: Food; Supply and Industry; Consumer Behavior; Competitive Advantage; Competitive Strategy; Food and Beverage Industry; United States
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      Austin, James E., and Reed Martin. "Organics: Coming Center Stage?" Harvard Business School Case 907-405, November 2006.
      • September 2006 (Revised July 2009)
      • Case

      BzzAgent, Inc. - 2005

      By: William A. Sahlman and Caroline Perkins
      Describes a set of financing issues confronting a rapidly growing company that uses "Word-of-Mouth" marketing techniques in promoting research, new products, or services. The company proposes to set the terms for a new round of venture capital it needs and to have... View Details
      Keywords: Venture Capital; Investment; Marketing Communications; Marketing Strategy; Value
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      Sahlman, William A., and Caroline Perkins. "BzzAgent, Inc. - 2005." Harvard Business School Case 807-057, September 2006. (Revised July 2009.)
      • September 2006 (Revised July 2012)
      • Case

      PSI India—Will Balbir Pasha Help Fight AIDS? (A)

      By: Elie Ofek and Peter Wickersham
      In 2002, Population Services International (PSI) was committed to curbing the growing HIV/AIDS epidemic in India. Sanjay Chaganti, program director of HIV/AIDS at PSI India, has to decide on the best communication strategy to achieve this goal. Up to this date most... View Details
      Keywords: Advertising Campaigns; Communication Strategy; Health Disorders; Marketing Communications; Social Marketing; Social Enterprise; India
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      Ofek, Elie, and Peter Wickersham. "PSI India—Will Balbir Pasha Help Fight AIDS? (A)." Harvard Business School Case 507-032, September 2006. (Revised July 2012.)
      • September 2006 (Revised December 2007)
      • Case

      Go Red For Women: Raising Heart Health Awareness

      By: V. Kasturi Rangan and Marie Bell
      In 2003, the $654 million American Heart Association (AHA) approached Cone, Inc. (a brand and communications agency) to develop a corporate sponsorship strategy that would raise $75 million over three years. Within 12 months, the AHA launched the highly successful Go... View Details
      Keywords: Philanthropy and Charitable Giving; Marketing Communications; Social Marketing; Nonprofit Organizations; Social and Collaborative Networks
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      Rangan, V. Kasturi, and Marie Bell. "Go Red For Women: Raising Heart Health Awareness." Harvard Business School Case 507-026, September 2006. (Revised December 2007.)
      • September 2006 (Revised September 2007)
      • Case

      VMware, Inc. (A)

      By: David B. Yoffie, Ward Bullard, Nikhil Raj and Suja Vaidyanathan
      VMware, Inc., the first company to crack the software virtualization market, faces new challenges from competitors' plans to bundle free virtualization solutions in operating systems. VMware, acquired by data storage giant EMC Corp. in 2003, has delivered top-line... View Details
      Keywords: Technological Innovation; Growth and Development Strategy; Market Entry and Exit; Open Source Distribution; Competition
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      Yoffie, David B., Ward Bullard, Nikhil Raj, and Suja Vaidyanathan. "VMware, Inc. (A)." Harvard Business School Case 707-013, September 2006. (Revised September 2007.)
      • August 2006 (Revised August 2007)
      • Case

      Revenue Recognition Problems in the Communications Equipment Industry

      By: Paul M. Healy and Arjuna J Costa
      Designed to explore recognition issues in the context of a potential market downturn. In late 2000, Lucent Technologies reports multiple revisions to its recent financial results due to revenue recognition problems, leading to a dramatic decline in its stock price.... View Details
      Keywords: Corporate Disclosure; Revenue Recognition; Policy; Supply and Industry; Performance; Communications Industry
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      Healy, Paul M., and Arjuna J Costa. "Revenue Recognition Problems in the Communications Equipment Industry." Harvard Business School Case 107-025, August 2006. (Revised August 2007.)
      • August 2006 (Revised March 2008)
      • Case

      iPod vs. Cell Phone: A Mobile Music Revolution?

      By: David B. Yoffie, Travis D. Merrill and Michael Slind
      In 2006, a nascent market for music-enabled mobile phones was emerging to challenge Apple Computer's dominant position in the digital music industry. Through its iPod line of portable digital music devices and its iTunes Music Store, Apple controlled more than half of... View Details
      Keywords: Music Entertainment; Emerging Markets; Brands and Branding; Sales; Opportunities; Price; Business Model; Mobile and Wireless Technology; Digital Platforms; Service Delivery; Communications Industry; Communications Industry
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      Yoffie, David B., Travis D. Merrill, and Michael Slind. "iPod vs. Cell Phone: A Mobile Music Revolution?" Harvard Business School Case 707-419, August 2006. (Revised March 2008.)
      • July 2006 (Revised March 2008)
      • Case

      Changan Automobile Co., Ltd.

      By: Dennis Campbell and Donglin Xia
      Chairman Yin Jiaxu must communicate that the company's extraordinary reported performance in 2002 reflects Changan's unique strategy within the competitive dynamics of China's automobile industry. Changan's 2002 annual report demonstrated an extraordinary level of... View Details
      Keywords: Financial Reporting; Ethics; Corporate Disclosure; Media; Business and Shareholder Relations; Auto Industry; China
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      Campbell, Dennis, and Donglin Xia. "Changan Automobile Co., Ltd." Harvard Business School Case 107-006, July 2006. (Revised March 2008.)
      • April 2006 (Revised March 2007)
      • Case

      PayPal Merchant Services

      By: Thomas R. Eisenmann and Lauren Barley
      In early 2006, PayPal management is deciding how to respond to Google's entry into online payments. PayPal, owned by eBay, has targeted online merchants outside eBay's auction community for its next wave of expansion. Google represents a potential threat to PayPal's... View Details
      Keywords: Internet and the Web; Competition; Expansion; Service Operations; Auctions; Web Services Industry; Service Industry
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      Eisenmann, Thomas R., and Lauren Barley. "PayPal Merchant Services." Harvard Business School Case 806-188, April 2006. (Revised March 2007.)
      • April 2006 (Revised March 2007)
      • Case

      Drexel Burnham Lambert (A): "The Smartest People on Wall Street Can be Had"

      By: Boris Groysberg, Anahita Hashemi and Brendan Reed
      In February 1990, Drexel Burnham Lambert declared bankruptcy amid a slew of scandals. Equities chief Arthur Kirsch hoped to keep his high-performing 600-person team intact. Could he find a company that would take on such a massive group hire? Competitors were already... View Details
      Keywords: Decision Making; Decision Choices and Conditions; Insolvency and Bankruptcy; Selection and Staffing; Leadership; Negotiation; Groups and Teams; Power and Influence; Society
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      Groysberg, Boris, Anahita Hashemi, and Brendan Reed. Drexel Burnham Lambert (A): "The Smartest People on Wall Street Can be Had". Harvard Business School Case 406-107, April 2006. (Revised March 2007.)
      • March 2006 (Revised December 2009)
      • Compilation

      Skype

      By: Peter A. Coles and Thomas R. Eisenmann
      Presents eBay's rationale for its $2.6 billion acquisition in late 2005 of Skype, a fast growing voice-over-Internet protocol (VoIP) provider. Describes Skype's history, technology, business model, and competition, as well as government regulation of VoIP services. View Details
      Keywords: Mergers and Acquisitions; Business Model; Communication Technology; Growth and Development Strategy; Network Effects; Competitive Strategy; Internet and the Web; Information Infrastructure; Telecommunications Industry
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      Coles, Peter A., and Thomas R. Eisenmann. "Skype." Harvard Business School Compilation 806-165, March 2006. (Revised December 2009.)
      • March 2006
      • Case

      Cabo San Viejo: Rewarding Loyalty

      By: Youngme E. Moon, Gail J. McGovern and Seth Schulman
      In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a... View Details
      Keywords: Debates; Customer Relationship Management; Marketing Strategy; Problems and Challenges; Adoption; Value Creation; Health Industry; California
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      Moon, Youngme E., Gail J. McGovern, and Seth Schulman. "Cabo San Viejo: Rewarding Loyalty." Harvard Business School Case 506-060, March 2006.
      • January 2006 (Revised November 2007)
      • Compilation

      Podcasting

      By: Thomas R. Eisenmann and Kerry Herman
      Profiles the nascent podcasting industry, based on a compilation of published articles. Describes factors driving industry growth, barriers to adoption, ecosystem roles, and potential business models. View Details
      Keywords: Business Model; Communication Technology; Entrepreneurship; Industry Growth; Media; Internet and the Web; Technology Adoption; Media and Broadcasting Industry
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      Eisenmann, Thomas R., and Kerry Herman. "Podcasting." Harvard Business School Compilation 806-109, January 2006. (Revised November 2007.)
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