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  • 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
  • 17 Feb 2010
  • First Look

First Look: Feb. 17

critiques of prior work on ads as signals; namely, that ad content is irrelevant, ad exposure is unnecessary, and the choice of ads as signals is inherently arbitrary. The Consumer Psychology of Mail-in Rebates Authors:John T. Gourville and Dilip Soman... View Details
Keywords: Martha Lagace
  • August 2012
  • Article

Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness

By: Andrew Gershoff, Ran Kivetz and Anat Keinan
Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm... View Details
Keywords: Brands and Branding; Production; Competency and Skills; Welfare or Wellbeing; Cost vs Benefits; Perception; Customers; Performance Evaluation; Fairness; Business Ventures
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  • 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
  • August 2009 (Revised August 2010)
  • Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details
Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web
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  • Web

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
  • 11 Dec 2012
  • First Look

First Look: Dec. 11

Mikael Hed, CEO of Rovio, was planning to create an Angry Birds movie. Was Angry Birds a fad that would fade away or was Rovio on a path to build a media empire? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/512033-PDF-ENG... View Details
Keywords: Sean Silverthorne
  • 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
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  • Web

Entrepreneurship - Faculty & Research

Background Note Raising Startup Capital By: Jeffrey Bussgang Entrepreneurs typically focus their full energies on business-building. But raising capital is a core part of building a valuable business. Developing expertise in raising... View Details
  • Web

California - Global

Internet, raising ethical and trust-related issues. The case explores Narayen and his leadership team’s deliberations: Should Adobe partner with or acquire an existing player, or build its own GenAI model? If Adobe chose to build, how... View Details
  • Web

Japan - Global

sharpen the firm’s strategic focus, deepen its presence in key markets, and position it for long-term growth. “Are we making the right choices to build the Mitsui of tomorrow,” Hori asked, “and what exactly should that Mitsui look like?”... View Details
  • 01 Jun 2023
  • HBS Case

A Nike Executive Hid His Criminal Past to Turn His Life Around. What If He Didn't Have To?

Jordan brand and served as president of the Portland Trail Blazers NBA team? Probably not, says HBS Professor Francesca Gino, who coauthored the case with HBS Senior Lecturer Hise Gibson and HBS Professor Frances X. Frei, as well as... View Details
Keywords: by Dina Gerdeman; Apparel & Accessories
  • 14 May 2009
  • Working Paper Summaries

Quantity vs. Quality and Exclusion by Two-Sided Platforms

Keywords: by Andrei Hagiu; Video Game; Web Services
  • 01 Dec 1997
  • News

Multimedia Martha: Sharon Patrick Cooks Up A Winner

partnerships with others, like Time Warner. Martha had lots of ideas and a great sense of the possibilities of the businesses and the potential for brand building, but what was missing was a real game plan for getting there. Conversely, I... View Details
  • 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
  • Web

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 South, Midwest, and Mountain regions. The MRC plays a vital... View Details
  • 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
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  • 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
  • Web

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
  • Web

Careers Blog

Brij, a platform connecting brands and customers. She reflects on building confidence, embracing uncertainty, and turning early doubts into the drive to lead and grow a venture-backed company. [...] Read... View Details