Publications

06 Jan 2014
Working Paper Summaries

Mechanisms of Technology Re-Emergence and Identity Change in a Mature Field: Swiss Watchmaking, 1970-2008

Keywords: by Ryan Raffaelli; Consumer Products; Apparel & Accessories; Fashion

October 1986 (Revised January 1991)
Case

Manac Systems International Ltd.

Manac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM... View Details

Keywords: Marketing Communications; Marketing Channels; Software; Product Marketing; Information Technology Industry

December 1986 (Revised August 1988)
Case

LifeSpan Inc.: Abbott Northwestern Hospital

Raises the powerful issues of measuring marketing performance in a not-for-profit services setting. Also raises several interesting ethical issues. LifeSpan Inc., a Minneapolis based not-for-profit organization is the parent holding company of three hospitals and... View Details

Keywords: Nonprofit Organizations; Ethics; Marketing Communications; Health Care and Treatment; Service Industry; Health Industry; Minneapolis

February 2008
Supplement

Shinhan Financial Group (B)

By: Rosabeth Moss Kanter and Matthew J. Morgan

By 2007, there were many signs that the merger of Chohung and Shinhan banks to form the Shinhan Financial Group in 2003 had met its goals. Shinhan Financial Group's stock price had increased from $31 a share at its opening on the New York Stock Exchange in September... View Details

Keywords: Mergers and Acquisitions; Global Strategy; Expansion; Markets; Strategic Planning; South Korea

04 Jul 2005
Research & Ideas

Should You Outsource Your Marketing?

more common, because companies can no longer rely on mass marketing to reach prospective customers. Communication tasks have become much more complicated, and therefore more dependent on computer-aided... View Details

Keywords: by Poping Lin

2018
Working Paper

Executive Development Programs Enter the Digital Matrix: I. Disrupting the Demand Landscape

By: Das Narayandas and Mihnea C. Moldoveanu

Executive development programs have entered a period of disruption catalyzed by the digitalization of content, connectivity, and communication and are driven by renewed demand for high-level executive and managerial skills. Unlike other segments of higher education,... View Details

Keywords: Executive Education; Internet and the Web; Disruption; Management Skills; Leadership Development

Read Now

December 1987
Case

John Hancock Financial Services: Sports Sponsorship

By: Stephen A. Greyser

Senior corporate communications executives of a major financial services firm are reviewing the company's sports sponsorship program and are considering expanding it. Hancock already is the corporate sponsor of the Boston Marathon and has the opportunity to sponsor the... View Details

Keywords: Communication Strategy; Brands and Branding; Marketing Strategy; Performance Evaluation

August 2021
Technical Note

Brand You: Crafting Your Personal Brand

By: Jill Avery and Rachel Greenwald

Selling oneself is something that we have to do every day in both professional and personal settings. We face it when we apply for a job, advocate for a promotion or a raise, vie for a leadership position, attempt to land a new client, write a dating profile, or meet a... View Details

Keywords: Personal Brand; Brand Management; Marketing; Brands and Branding; Identity; Opportunities; Talent and Talent Management; Jobs and Positions; Strength and Weakness; Communication

June 1989 (Revised May 1993)
Supplement

Rossin Greenberg Seronick & Hill, Inc. (B)

By: John A. Quelch

Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications. View Details

Keywords: Ethics; Marketing Communications; Advertising; Crisis Management; Advertising Industry

September 2018 (Revised March 2019)
Case

Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning

By: Stephen A. Greyser and Michael Mondello

Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment. Strategic philanthropy is unusual in sport. Tampa Bay is historically a non-traditional... View Details

Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa

02 Jan 2024
Research & Ideas

10 Trends to Watch in 2024

The lightning-fast ascent of generative AI isn’t the only sea change on the horizon for businesses in the new year. The global economy is in flux as war, climate change, trade issues, and infrastructure problems demand attention. Many companies continue to struggle to... View Details

Keywords: by Rachel Layne

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

outfit walked across the screen carrying a sign that pitched a product. These almost literal translations of billboard and magazine ads did little more than set the previous forms in motion. Silk: Issues of privacy will come under increased scrutiny HBS professor... View Details

Keywords: by Susan Young

June 2018 (Revised October 2020)
Case

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

20 Aug 2007
Research & Ideas

HBS Cases: Using Investor Relations Proactively

the financial markets nor found consistent with the firm's previous objectives. Total also learned that it had to be prepared to communicate about accidents. Its slow response when the oil tanker Erika split... View Details

Keywords: by Martha Lagace; Energy; Utilities

Article

All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity

By: Natalia Garbiras-Díaz and Mateo Montenegro

Can information and communication technologies help citizens monitor their elections? We analyze a large-scale field experiment designed to answer this question in Colombia. We leveraged Facebook advertisements sent to over 4 million potential voters to encourage... View Details

Keywords: Social Influence; Electoral Behavior; Election Outcomes; Economics; Economy; Governance; Government and Politics; Social Media; Social Marketing; Society; Political Elections; Advertising

Find at Harvard

04 Apr 2008
What Do You Think?

Who Owns Intellectual Property?

Summing Up Is intellectual property becoming community property? Is a new generation of users and consumers of intellectual property produced by new technologies bringing totally different assumptions and attitudes to bear on its... View Details

Keywords: by Jim Heskett

March 1991 (Revised June 1993)
Case

Chevron Corp.: Corporate Image Advertising

By: John A. Quelch

Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details

Keywords: Surveys; Multinational Firms and Management; Research; Advertising; Brands and Branding; Energy Industry; United States

2014
Supplement

Bluestar's Acquisition of Adisseo (B)

By: F. Warren McFarlan, Donghong Li and Lei Li

This case describes the post-M&A integration of Adisseo of France in 2006 by Bluestar Group, the largest subsidiary of ChemChina (a Fortune 500 company) until 2013. Adisseo was mainly engaged in production of methionine, a feed additive, while China had no methionine... View Details

Keywords: Internationalization; Mergers ＆ Acquisitions; Postmerger Integration; Strategy; China; France