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- All HBS Web
(18,364)
- People (22)
- News (8,898)
- Research (4,176)
- Events (100)
- Multimedia (1,456)
- Faculty Publications (1,890)
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- 15 Nov 2018
- Book
Can the Global Food Industry Overcome Public Distrust?
JamesBrey Food is the largest segment of the global economy. It is also widely recognized as more critical for human health than any pharmaceutical drug on the planet. But significant changes in the industry are making people lose trust in many institutions involved in... View Details
- 21 Mar 2017
- News
Why Is The Alt-Right Obsessed With Jane Austen
- 08 Feb 2017
- News
In Trump’s America, the Price of Speech and Silence
- 04 Oct 2012
- News
5 Key Questions to Gauge the Culture in Your Startup
- 29 Mar 2022
- News
Private Equity’s Opaque Costs Mystify the Pensions That Pay Them
- 04 Dec 2018
- News
The Reason Many Ultrarich People Aren’t Satisfied With Their Wealth
- 01 Apr 2009
- News
New Book Looks at the Life of a CIO
- 22 Mar 2022
- News
André Pratte: Walt Disney and the importance of corporate purpose
- 12 Mar 2020
- News
Real Leaders: Rachel Carson Seeds the Environmental Movement
- 01 Dec 2003
- News
The Next Big Thing
concerted efforts to establish life-sciences clusters. HBS Dean Kim B. Clark opened the summit and introduced Harvard University President Lawrence H. Summers, who declared that View Details
- 17 Mar 2021
- News
Are there enough hours in the day for hybrid work?
- 30 Mar 2020
- Research & Ideas
The New Rules for Remote Work: Pandemic Edition
leaders need a new game plan. We asked Harvard Business School professors to provide practical advice for managing large-scale, long-term remote work at a time when many employees are not only distracted by View Details
Keywords: by Dina Gerdeman
- 16 Dec 2010
- News
The Emergent Arab World
their moment, and take the region to a brighter future. Harvard President Drew Faust, keynote speaker Her Majesty Queen Noor of Jordan, and His Royal Highness Prince Turki Al Faisal Al Saud of Saudi Arabia... View Details
- 03 Dec 2012
- News
In World of Big Stuff, the U.S. Still Rules
- 09 Oct 2013
- News
The Cheater's High: Why it Feels Good to be Unethical
- 29 Oct 2006
- Research & Ideas
The History and Influence of Andy Grove
biographer Richard S. Tedlow puts it, Grove was "one of the master managers in the history of American business." A new biography, Andy Grove: The Life and Times of... View Details
Are We On the Verge of Another Financial Crisis?
In 2008, a collapse in housing prices triggered a global financial crisis. John Macomber, a senior lecturer at Harvard Business School, believes history may be about to repeat itself — this time caused by our failure to acknowledge and confront the perils... View Details