Publications

March 2016 (Revised August 2022)
Case

Fair & Lovely vs. Dark is Beautiful

By: Rohit Deshpande and Saloni Chaturvedi

Women of Worth (WOW) is an organization that seeks to empower women through training and workshops. The organization has also fought against discrimination based on the color of a person's skin through its “Dark is Beautiful” campaign—endorsed by well-known... View Details

Keywords: Prejudice and Bias; Race; Marketing; Social Issues; Beauty and Cosmetics Industry

November 2005 (Revised February 2009)
Case

Publicis Groupe: Leading Creative Acquisitions

By: Rosabeth M. Kanter and Ryan Raffaelli

The CEO of a French-based advertising agency network led a series of high-profile acquisitions that created the world's 4th largest global communications company, after a failed strategic alliance taught him lessons about leadership and business relationships. View Details

Keywords: Mergers and Acquisitions; Leadership; Management Succession; Partners and Partnerships; Cooperation; Integration; France

21 Jun 2011
News

Facebook Beats Yahoo as Top U.S. Display-Ad Seller in Study

July 1983 (Revised September 1986)
Case

Johnson Wax: Enhance (B)

After the initial ASSESSOR indicated problems in formulation, product position, and advertising copy, Enhance was modified and retested using ASSESSOR. Compares the new results as well as presenting teaching study data. Enhance is well below predicted share. Is the... View Details

Keywords: Product Positioning; Marketing Strategy; Advertising; Product Development; Beauty and Cosmetics Industry

October 2003 (Revised January 2004)
Case

Burberry

By: Youngme E. Moon, Erika Kussmann, Emma Penick, Susan Wojewoda and Kerry Herman

In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest... View Details

Keywords: Brands and Branding; Management Teams; Luxury; Product Launch; Distribution; Product Positioning; Advertising; Market Entry and Exit; Apparel and Accessories Industry; Fashion Industry; United Kingdom

September 1984 (Revised September 1993)
Case

Nestle S.A.: International Marketing (A)

By: John A. Quelch

A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of... View Details

Keywords: Globalized Firms and Management; Organizational Design; Organizational Structure; Marketing; Operations; Advertising; Management Teams; Food and Beverage Industry; Health Industry; Switzerland

22 Aug 2012
News

Advertising: It's Not 'Mad Men' Anymore

November 1994 (Revised August 1997)
Case

TV Guide (A)

By: Jeffrey F. Rayport

TV Guide is the largest magazine in the United States and is attaining record profitability. This case details the economics of TV Guide's success by studying its advertiser and reader relationships. Presents a detailed look at how a large magazine manages all aspects... View Details

Keywords: Journals and Magazines; Customers; Marketing Strategy; Advertising; Publishing Industry; United States

12 Jul 2010
News

Plugging privacy leaks

Research Summary

Projects in Process

Intermediaries and Accountability in Internet Advertising

Fraud Prevention in Internet Advertising Markets

Competition in Search and Search Advertising

Gaming and Incentives from Steeply-Tiered Affiliate Commission Schedules
View Details

September 2011 (Revised August 2013)
Case

The Pepsi Refresh Project: A Thirst for Change

By: Michael I. Norton and Jill Avery

In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details

Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (A)

By: John A. Quelch

An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial... View Details

Keywords: Product Positioning; Advertising; Product Launch; Brands and Branding; Consumer Products Industry; United States

12 Feb 2020
News

Coronavirus, 5G, and Earnings Season

05 Jul 2006
Working Paper Summaries

Measuring Consumer and Competitive Impact with Elasticity Decompositions

Keywords: by Thomas J. Steenburgh; Advertising

March 2017 (Revised May 2019)
Case

Marketing Transformation at Mastercard

By: Sunil Gupta, Srinivas K. Reddy and David Lane

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

Research Summary

Knowledge Spillovers and Growth

Professor King and colleagues investigate the role of knowledge spillovers and externalities in the dramatic disagglomeration and growth of the advertising agency industry following World War II. High demand, low wages, and externalities associated with clusters of... View Details

30 Jan 2019
News

Super Bowl: Where Sports Meets Business

October 1987 (Revised November 1994)
Case

Boston Fights Drugs (A): Designing Communications Research

By: V. Kasturi Rangan

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details

Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston