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Show Results For
- All HBS Web
(1,395)
- People (1)
- News (516)
- Research (674)
- Events (3)
- Multimedia (27)
- Faculty Publications (399)
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- 16 Aug 2024
- In Practice
Election 2024: What's at Stake for Business and the Workplace?
volunteer as poll workers. Facilitate political engagement. Look to online platforms that have simplified small contributions to political campaigns and increased the diversity of donors, as well as efforts to encourage employees and... View Details
Keywords: by Rachel Layne
- April 2012 (Revised March 2014)
- Case
Social Strategy at Nike
By: Mikolaj Jan Piskorski and Ryan Johnson
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional"... View Details
Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry
Piskorski, Mikolaj Jan, and Ryan Johnson. "Social Strategy at Nike." Harvard Business School Case 712-484, April 2012. (Revised March 2014.)
- 11 Apr 2000
- Research & Ideas
Financial Services 24/7
important issues to the fore. Wingspanbank is an Internet-only bank that markets itself with the claim, "If your bank could start over, this is what it would be." Created in a record four months and launched with a huge advertising View Details
Keywords: by Susan Young
- September 2001 (Revised June 2004)
- Case
Cafe de Colombia
By: Rohit Deshpande and Alexandra de Royere
Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details
Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia
Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.)
- 14 Jul 2015
- First Look
First Look: July 14, 2015
the effects of various political campaign activities on voter preferences in the domain of U.S. Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter... View Details
Keywords: Sean Silverthorne
- June 2014
- Article
Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak
By: Benjamin Edelman
Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details
Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry
Edelman, Benjamin. "Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak." Harvard Business Review 92, no. 6 (June 2014): 86–92.
- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
campaigns are successful, what would be the effect on the already struggling American economy? A: Never before have global concerns about American foreign policy so threatened to change consumer behavior. We are not speaking here of the... View Details
Keywords: by Sean Silverthorne
- 17 Jun 2013
- Research & Ideas
Advertising Symbiosis: The Key to Viral Videos
Old Spice's Twitter campaign. In 2010, Procter & Gamble launched a campaign where Facebook and Twitter users were encouraged to send messages to Isaiah Mustafa, the strapping spokesman for Old Spice who markets the idea that if men... View Details
- 03 Dec 2012
- HBS Case
HBS Cases: Against the Grain
the website, spouses Ramesh and Swati Ramanathan, use another tactic: a poster campaign in which private citizens are encouraged to report whether a bribe was demanded by an official in cooperating governments, in some South India... View Details
- October 2021 (Revised March 2022)
- Supplement
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; Retail Industry; Italy
- November 2016
- Case
But, It's For a Good Cause
By: Elizabeth Keenan and John Gourville
Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of... View Details
- 05 May 2009
- First Look
First Look: May 5, 2009
president of the United States, Obama for America (OFA), the president-elect's official campaign organization, announced the formation of a post-election organization, Organizing for America. The new organization would keep the View Details
Keywords: Martha Lagace
- June 2017
- Teaching Note
The De Beers Group: Exploring the Diamond Reselling Opportunity
By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details
Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Retail Industry; Consumer Products Industry; Advertising Industry; Mining Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
- 2013
- Chapter
Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story
By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details
Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry
Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
- 28 Jul 2014
- Research & Ideas
Eyes Shut: The Consequences of Not Noticing
to get involved in a national consumer awareness campaign aimed at protecting consumers from gas can explosions. Elmburg felt he needed Walmart's cooperation because the gas cans produced by Blitz and sold through Walmart had been... View Details
- 1991
- Chapter
Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond
By: J. A. Deighton, L. F. Alwitt and J. Grimm
- June 1999
- Case
Major League Baseball--1999
By: Stephen A. Greyser and Elizabeth (Lisa) Smyth
Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details
Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment
Greyser, Stephen A., and Elizabeth (Lisa) Smyth. "Major League Baseball--1999." Harvard Business School Case 599-121, June 1999.
- 06 Aug 2014
- Research & Ideas
Climbing Down from the Ivory Tower
community service. In the other 24, the material emphasized career advancement. The campaigns drew two distinct groups of candidates. While the career advancement campaign attracted a group that had more... View Details
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- 04 Jan 2021
- What Do You Think?
How Do We Sustain Organization Diversity?
that process, and uneconomic decisions are made, often involving subsidies to make up for manmade market imperfections. What’s to be done to encourage investment in low-wage workers, the question of the month? SayHowItReallyIs made several suggestions: (1) “Fund View Details
Keywords: by James Heskett