fashion - Publications - Faculty & Research

21 Jun 2010
Research & Ideas

Strategy and Execution for Emerging Markets

relies on Costco as a distributional partner, which adds credibility as well as helps to the brand without overspending on advertising. A logistics system allows Vizio to import televisions from a manufacturer in China in just-in-time View Details

Keywords: by Martha Lagace

02 Feb 2015
Research & Ideas

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

habits as well, such as a growing preference for sharing items rather than owning them, and encouraging "showrooming" where shoppers visit stores only to test products—then buy them more cheaply online. The user benefits from lower cost, lower effort, or saved time.... View Details

Keywords: by Michael Blanding

07 Jan 2013
Lessons from the Classroom

Culture Changers: Managing High-Impact Entrepreneurs

managers can team with creative talent in six "culture industries": Fashion, publishing, art/architecture/design, film, music, and food. Her subjects include fashion pioneer Chanel, publishers Penguin and Atavist, film icons... View Details

Keywords: by Sean Silverthorne; Beauty & Cosmetics; Food & Beverage; Entertainment & Recreation; Information; Publishing

05 Apr 2016
First Look

April 5, 2016

skills to work, fashion a company environment that meets your own needs, and profit directly from your success. But finding the right business to buy and closing the deal isn't always easy. In the HBR Guide to Buying a Small Business, we... View Details

Keywords: Sean Silverthlorne

22 Aug 2012
Research & Ideas

Advertising: It’s Not ‘Mad Men’ Anymore

Fans of the television show Mad Men are well acquainted with the mystique of the advertising business, circa 1960s, where relationships were consummated over martinis and campaigns fashioned through the wizardry of creative director Don... View Details

Keywords: by Michael Blanding; Advertising

19 Mar 2006
Research & Ideas

Unlocking Your Investment Capital

How can the equity swap help alleviate the common mismatch between pension assets and liabilities that companies often carry? A: If the pension fund holds equities, then these assets have a "risk mismatch" with the corresponding pension liabilities whose... View Details

Keywords: by Ann Cullen; Financial Services

2010
Article

The Strategic Use of Brand Biographies

By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor

We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details

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16 Jul 2013
First Look

First Look: July 16

have described as characteristic of the modern neo-liberal regime. 2013 pub Fashioning an Industry: Socio-cognitive Processes in the Construction of Worth of a New Industry By: Khaire, Mukti Abstract—This study of the high-end View Details

Keywords: Anna Secino

09 Apr 2019
First Look

New Research and Ideas, April 9, 2019

May 2018, the De Beers Group shocked the diamond industry when it announced it was launching a new fashion jewelry brand of laboratory-grown (synthetic) diamonds. The reaction was swift as people sought to understand the company’s... View Details

Keywords: Dina Gerdeman

07 Feb 2007
Research & Ideas

Dividends from Schumpeter’s Noble Failure

(1942), one of the seminal nonfiction works of the twentieth century.5 The Main Goal Of The 1939 Book Schumpeter chose the title Business Cycles not only because the topic was then fashionable (it was the central economic puzzle of the... View Details

Keywords: by Thomas K. McCraw

27 Feb 2018
First Look

First Look at New Research and Ideas, February 27, 2018

developments in the Bangladesh ready-made garment industry after the fire at Tazreen Fashions factory, including formation of the Bangladesh Fire and Building Safety Accord (“Accord”) and the Alliance for Bangladesh Worker Safety... View Details

Keywords: Sean Silverthorne

08 Mar 2016
First Look

March 8, 2016

approaches can be reconciled through the Lean Strategy process, which ensures that startups innovate in a disciplined fashion and make the most of their limited resources by knowing "what not to do." Deliberate strategy sets the... View Details

Keywords: Sean Silverthorne

04 Nov 2008
First Look

First Look: November 4, 2008

Fashionable Opportunity Harvard Business School Case 209-012 Roberto Charvel is a young MBA graduate making his first personal real estate investment in his native Mexico City. Charvel is planning to purchase and renovate a nine-unit... View Details

Keywords: Martha Lagace

09 Feb 2010
First Look

First Look: Feb. 9

Managing Stores for Fast Fashion Zeynep Ton, Elena Corsi, and Vincent DessainHarvard Business School Case 610-042 Pablo Isla, the CEO of Zara, wanted to improve operational efficiencies in managing its store network. In particular, he... View Details

Keywords: Martha Lagace

2024
Book

The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

By: Steve Kaczynski and Scott Duke Kominers

We demystify the coming digital revolution, showing how NFTs will transform our online and offline interactions.

NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they’re a new technology for creating digital assets and... View Details

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22 Jul 2008
First Look

First Look: July 22, 2008

2006-2007 Annual Report for Shoppers' Stop Group (SSG), action shots of healthy-looking people dressed in the latest fashions amid the words "Redefining Retail" brought a smile to his face. As managing director of SSG—a Rs 8.9... View Details

Keywords: Martha Lagace

February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; United States; North America

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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; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry

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February 2011
Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor

We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

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19 Apr 2011
First Look

First Look: April 19

shares. Officers of the company are considering how to fashion a transaction that will end the family's control and win the approval of both classes of shareholders. The Magna (A) case asks the students to weigh the costs and benefits of... View Details

Keywords: Sean Silverthorne

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Strategy and Execution for Emerging Markets

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

Culture Changers: Managing High-Impact Entrepreneurs

April 5, 2016

Advertising: It’s Not ‘Mad Men’ Anymore

Unlocking Your Investment Capital

The Strategic Use of Brand Biographies

First Look: July 16

New Research and Ideas, April 9, 2019

Dividends from Schumpeter’s Noble Failure

First Look at New Research and Ideas, February 27, 2018

March 8, 2016

First Look: November 4, 2008

First Look: Feb. 9

The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

First Look: July 22, 2008

How to Seed Organic Marketing in a Video-First World

Capitalizing on the Underdog Effect

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

First Look: April 19

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