communication strategies - Publications - Faculty & Research - Harvard Business School

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January 2001 (Revised June 2001)
Case

COFIDIS

An offspring of French catalog marketer 3 Suisses, and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative... View Details

Keywords: Marketing Strategy; Internet and the Web; Marketing Communications; Competitive Advantage; Product; Credit; Financial Services Industry; France

17 Jan 2024
HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

businesses today will need to lean hard on psychological pricing strategies to convince customers to overcome their reluctance to spend, according to recent research by Elie Ofek, the Malcolm P. McNair Professor of Marketing at Harvard... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Retail

Article

Managing Alliances with the Balanced Scorecard

By: Robert S. Kaplan, David P. Norton and Bjarne Rugelsjoen

The article addresses failures in strategic alliances and illustrates, via a detailed description of the successful strategic alliance between Solvay Pharmaceuticals Inc. and Quintiles company how the creation of a strategy map and Balanced Scorecard helps align the... View Details

Keywords: Alliances; Balanced Scorecard; Employees; Alignment; Corporate Governance; Interests; Management Practices and Processes; Goals and Objectives; Partners and Partnerships

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21 May 2014
HBS Seminar

Robert Kraut, Carnegie Mellon

July 2021 (Revised February 2022)
Case

Mary Kay Inc.: Enriching Women's Lives while Embracing Change

By: Elie Ofek, K. Shelette Stewart and Julia Kelley

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details

July 2020
Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills

The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details

November 2019 (Revised April 2020)
Case

Purple Innovation, Inc.: The Online to Offline Marketing Challenge

By: Elie Ofek and Nakisha Williams

This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details

Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Retail Industry

September 2017
Case

Tencent

By: John R. Wells and Gabriel Ellsworth

Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking service provider with several of the... View Details

Keywords: Tencent; Tencent Holdings; WeChat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2O; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; PC; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; JD.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Units; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Profit; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Emerging Markets; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Product Development; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Information Infrastructure; Digital Platforms; Internet and the Web; Mobile and Wireless Technology; Value Creation; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Asia; China; Canton (province, China)

February 10, 2015
Article

Nonprice incentives and Energy Conservation

By: Omar Isaac Asensio and Magali A Delmas

We investigate the effectiveness of nonprice incentives to motivate conservation behavior. We test whether tailored information about environmental and health damages produces behavior change in the residential electricity sector. In a randomized controlled trial with... View Details

Keywords: Motivation and Incentives; Energy Conservation; Environmental Sustainability; Pollutants; Health Disorders; Knowledge Dissemination; Behavior

January 2010 (Revised May 2012)
Case

TopCoder (A): Developing Software through Crowdsourcing

By: Karim R. Lakhani, David A. Garvin and Eric Lonstein

TopCoder's crowdsourcing-based business model, in which software is developed through online tournaments, is presented. The case highlights how TopCoder has created a unique two-sided innovation platform consisting of a global community of over 225,000 developers who... View Details

Keywords: Business Model; Innovation and Invention; Two-Sided Platforms; Motivation and Incentives; Social and Collaborative Networks; Competition; Software; Technology Industry

August 1986 (Revised May 1989)
Case

Timken Co.

Describes the efforts of the Timken Co., a major international producer of bearings and steel, to develop an effective employee communication program. The case examines the intense international competitive atmosphere, the recent record of job losses in related... View Details

Keywords: Employees; Communication Strategy; Manufacturing Industry; Steel Industry

Robert Simons

Robert Simons is a Baker Foundation Professor at Harvard Business School. For over 35 years, Simons has taught accounting, management control, and strategy execution courses in both the Harvard MBA and Executive Education Programs. For 2024/25, he is teaching a... View Details

June 2005 (Revised January 2008)
Case

Good Technology: Empowering Mobility Around the Globe (A)

By: Geoffrey G. Jones and Adam Minnick

Describes the global growth of Good Technology, a Silicon Valley start-up in wireless handheld computing software and service. Reviews the evaluation of wireless standards, the emergence of the world wireless market for voice and data, and the growth of the major firms... View Details

Keywords: Business Startups; Entrepreneurship; Globalized Firms and Management; Partners and Partnerships; Expansion; Wireless Technology; Communications Industry; Communications Industry; California

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June 2016 (Revised January 2018)
Case

World Wildlife Fund (WWF)

By: Ramon Casadesus-Masanell and Jordan Mitchell

Nearly all environmental organizations have a similar aim: to stop the degradation of the natural environment. However, the strategies that environmental organizations choose to employ are sometimes starkly different. This case compares the models of two dissimilar... View Details

Keywords: Business Model; Business and Community Relations; Business and Government Relations; Environmental Sustainability; Non-Governmental Organizations; Business Strategy

July 2007 (Revised November 2009)
Case

World Wildlife Fund for Nature (WWF)

By: Ramon Casadesus-Masanell and Jordan Mitchell

Nearly all environmental organizations have a similar aim: to stop the degradation of the natural environment. However, the strategies which environmental organizations choose to employ are sometimes starkly different. Compares the models of two dissimilar... View Details

Keywords: Business Model; Business and Community Relations; Business and Government Relations; Environmental Sustainability; Non-Governmental Organizations; Business Strategy

July 2007 (Revised November 2009)
Case

Greenpeace

By: Ramon Casadesus-Masanell and Jordan Mitchell

Nearly all environmental organizations have a similar aim: to stop the degradation of the natural environment. However, the strategies which environmental organizations choose to employ are sometimes starkly different. Compares the models of two dissimilar... View Details

Keywords: Business Model; Business and Community Relations; Business and Government Relations; Environmental Sustainability; Non-Governmental Organizations; Business Strategy

16 Jul 2012
Research & Ideas

Are You a Strategist?

"vision," "direction," "focus," "advantage." To Montgomery, the Timken Professor of Business Administration, this is indicative of a disturbing trend. "We've lost sight of where strategies come from and the distinctive role leaders play... View Details

Keywords: by Carmen Nobel

21 Sep 2021
Cold Call Podcast

Why JPMorgan Chase Is Committed to Improving Racial Equity in Banking

Keywords: Re: Joseph L. Bower; Financial Services; Banking

November 12, 2021
Editorial

The Psychology Behind Meeting Overload

By: A.V. Whillans, Dave Feldman and Damian Wisniewski

Bad meetings are the bane of the corporate world — and yet despite what appears to be an overwhelming consensus that they’re often unnecessary and unproductive, many workplaces continue to struggle to avoid them. In this piece, the authors discuss the psychological... View Details

Keywords: Meetings; Collaboration; Psychology; Time Management; Communication

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2022
Book

Deep Purpose: The Heart and Soul of High-Performance Companies

By: Ranjay Gulati

This book offers a compelling reassessment and defense of purpose as a management ethos, documenting the vast performance gains and social benefits that become possible when firms manage to get purpose right. Few business topics have aroused more skepticism in recent... View Details

Keywords: Purpose; Business And Society; Organizations; Mission and Purpose; Performance Effectiveness; Organizational Culture

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