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(3,617)
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Show Results For
- All HBS Web
(3,617)
- People (15)
- News (950)
- Research (2,117)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,497)
- November 2014
- Article
Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web
By: John A. Deighton and Leora Kornfeld
The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something... View Details
Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33.
- May–June 2013
- Article
Can Global Brands Create Just Supply Chains? Response: Promoting Political Mobilization
By: Jodi L. Short and Michael W. Toffel
Codes of conduct indicate that working conditions are improving overall at the factories being monitored by multinational corporations, and that these codes of conduct also create possibilities for political mobilization that can improve labor conditions more broadly. View Details
Keywords: Regulation; Auditing; Labor Relations; Occupational Safety; Environmental Operations; Environmental Regulation; Employees; Labor; Labor and Management Relations; Governing Rules, Regulations, and Reforms; Manufacturing Industry; China; Bangladesh; India; Honduras; Nicaragua; Pakistan; Guatemala; Malaysia; Viet Nam
Short, Jodi L., and Michael W. Toffel. "Can Global Brands Create Just Supply Chains? Response: Promoting Political Mobilization." Boston Review 38, no. 3 (May–June 2013).
- 11 Apr 2013
- News
Canada Goose CEO’s ‘aha’ moment: ‘I realized the brand was real’
- Article
The Upside to Large Competitors
By: Neeru Paharia, Anat Keinan and Jill Avery
Large companies are often viewed as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power, and brand awareness than small ones. However, our research finds that a smaller brand can actually benefit... View Details
Keywords: Brand Management; Competition; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States
Paharia, Neeru, Anat Keinan, and Jill Avery. "The Upside to Large Competitors." MIT Sloan Management Review 56, no. 1 (Fall 2014).
- Article
The Country Effect: Leveraging the Origin of a Brand for the Global Markets
By: Rohit Deshpandé
Deshpandé, Rohit. "The Country Effect: Leveraging the Origin of a Brand for the Global Markets." Harvard Business Review América Latina 85, no. 8 (August 2007): 2–6.
- 04 May 2016
- What Do You Think?
What Does Boaty McBoatface Tell Us About Brand Control on the Internet?
When Should Control Over a Brand Be Ceded to the Public? The verdict is in. Our hardly scientific poll has endorsed the name of Boaty McBoatface for the new research vessel being commissioned by the UK’s National Environment Research... View Details
- October 2015 (Revised October 2016)
- Case
Paez
By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta
Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's... View Details
- Web
Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy - Recruiting
Insights & Advice 11 Dec 2023 Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy Becca Carnahan Author HBS Team tag Alumni Consumer Products / Retail Student & Alumni Stories Kyle Leahy (MBA 2011) stepped... View Details
- 09 Jul 2018
- Research & Ideas
Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)
SeventyFour Few phrases in business are more seductive than the one attributed to Ralph Waldo Emerson in the 19th century: “Build a better mousetrap and the world will beat a path to your door.” Unless, of course, what you are selling is something totally new, like 3-D... View Details
- 21 Sep 2015
- News
Caught! Impact of emission cheating on VW’s brand and future in US
- January 1994
- Article
Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency
By: B. Wansink and R. Deshpande
Keywords: Brands and Branding
Wansink, B., and R. Deshpande. "Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency." Marketing Letters 5 (January 1994): 91–100.
- December 2013
- Teaching Note
Coffee Wars in India: Café Coffee Day Takes On the Global Brands
By: David B. Yoffie
- May–June 2023
- Article
A New Approach to Building Your Personal Brand: How to Communicate Your Value
By: Jill Avery and Rachel Greenwald
For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing... View Details
Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills
Avery, Jill, and Rachel Greenwald. "A New Approach to Building Your Personal Brand: How to Communicate Your Value." Harvard Business Review 101, no. 3 (May–June 2023): 147–151.
- January 2015 (Revised July 2015)
- Case
Jimmy Choo
By: Anat Keinan and Sandrine Crener
Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly... View Details
Keywords: Luxury Brand; Fashion; Designer Brand; Shoe; Fashion Accessories; Retail; Entrepreneurship; Branding; Brand Positioning; New Market Development; Entry Into China; Luxury Chinese Market; Global Brands; Growth Strategy; Jimmy Choo; Christian Louboutin; China; Globalized Firms and Management; Marketing Strategy; Market Entry and Exit; Luxury; Cross-Cultural and Cross-Border Issues; Brands and Branding; Fashion Industry; Apparel and Accessories Industry; China; Great Britain
Keinan, Anat, and Sandrine Crener. "Jimmy Choo." Harvard Business School Case 515-073, January 2015. (Revised July 2015.)
- 22 Oct 2021
- News
How to Reshape Your Leadership Brand as You Start a New Role
- October 2016 (Revised April 2018)
- Case
ASICS: Chasing a 2020 Vision
By: Elie Ofek, Nobuo Sato and Akiko Kanno
In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart... View Details
Keywords: Brand Management; Sports Apparel; Competitive Positioning; Direct To Consumer Marketing; Retail Formats; Lifestyle Brands; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Digital Platforms; Product Positioning; Marketing Channels; Sports; Retail Industry; Apparel and Accessories Industry; Sports Industry; Entertainment and Recreation Industry
Ofek, Elie, Nobuo Sato, and Akiko Kanno. "ASICS: Chasing a 2020 Vision." Harvard Business School Case 517-060, October 2016. (Revised April 2018.)
- March 2024 (Revised November 2024)
- Case
KFC: A U.S.-Based Franchised Brand Responds to the Russian Invasion of Ukraine
By: Michael S. Kaufman and Abi Chen
Kaufman, Michael S., and Abi Chen. "KFC: A U.S.-Based Franchised Brand Responds to the Russian Invasion of Ukraine." Harvard Business School Case 324-106, March 2024. (Revised November 2024.)
- 07 Aug 2023
- News