Brand Building - Publications - Faculty & Research

16 Jul 2020
Research & Ideas

Restaurant Revolution: How the Industry Is Fighting to Stay Alive

association as well as the food and beverage brands that supply them. We’ve invested in the industry and served as corporate board members and leaders of industry coalitions, and we now, as educators, prepare future founders and leaders... View Details

Keywords: by Michael S. Kaufman, Lena G. Goldberg, and Jill Avery; Food & Beverage

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Career Networking - Alumni

Careers Career Networking Careers Career Networking Connect with Alumni Build and maintain relationships that will propel your career forward One of the most valuable resources of HBS is the alumni community. Here you can connect with... View Details

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Find Past & Upcoming Events - Alumni

you're looking for career direction, in career transition, or seeking a promotion, a strong personal brand can build your confidence, your focus, and accelerate your career trajectory. In this workshop led... View Details

05 Feb 2013
First Look

First Look: Feb. 5

focus on developing the U.S. market or on maximizing Greencore's position in the UK? Purchase this case: http://hbr.org/search/513052-PDF-ENG Building Brand Infosys Deshpandé, Rohit, and Vidhya... View Details

Keywords: Sean Silverthorne

28 Nov 2018
HBS Case

On Target: Rethinking the Retail Website

and continue to build on your learning.” Just as important, the response had to be relevant to that customer. If a consumer searched for “sneakers,” the site should not only provide a list of sneaker-like shoes, but at the top of the list... View Details

Keywords: by Dina Gerdeman; Retail

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All Functions - Recruiting

Receiving $26k 51% Receiving Brand Management 1% $125k 25th Percentile Base $125k Median $133k 75th Percentile Base $40k 100% Receiving $13k 86% Receiving General Marketing <1% N/A N/A N/A Product Management 8% $143k 25th Percentile Base... View Details

02 Jun 2020
Research & Ideas

Coronavirus Careers: Cloud Kitchens Are Now Serving

has raised both excitement and significant funding, building a successful cloud kitchen has proved easier said than done. In dozens of interviews, we learned that even the most sophisticated data users like Uber Eats have struggled to... View Details

Keywords: by Lena Ye and Geoffrey Jones; Food & Beverage

27 Sep 2016
First Look

September 27, 2016

successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le... View Details

Keywords: Sean Silverthorne

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Systems Integration - Institute For Strategy And Competitiveness

some degree of autonomy yet gain the power of affiliation with a major high volume provider bringing expertise and brand recognition. The key in this type of affiliation is outcome measurement across the system as the ultimate measure of... View Details

04 Apr 2011
HBS Case

Reinventing the National Geographic Society

recalls the remark about magazine piles. "That has come back to haunt us," Fahey says. "People today don't want clutter." It turns out that many things that made National Geographic one of the world's top brands during... View Details

Keywords: by Sean Silverthorne; Publishing

26 Sep 2011
HBS Case

HBS Cases: Lady Gaga

secret that Lady Gaga's star has continued to shine and thrive. A follow-up case, Lady Gaga (B), focuses on the release strategy for her latest album, Born This Way, and the brand partnerships that were born in the wake of her... View Details

Keywords: by Carmen Nobel; Entertainment & Recreation; Music

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HBS Alumni Conference: Accelerating Climate Solutions - Alumni

extends across all business disciplines. To achieve climate goals, we need business leaders to build skills across disciplines and to understand how climate change considerations are being infused into all areas of management. Faculty... View Details

16 Mar 2020
Research & Ideas

How the Coronavirus Is Already Rewriting the Future of Business

consumer brands that rely on traditional retailing for the bulk of their sales—have already been demonstrably affected. So will industries that revolve around large gatherings, such as many forms of popular entertainment—sports, cinema,... View Details

Keywords: by Dina Gerdeman

10 Jan 2023
Op-Ed

Time to Move On? Career Advice for Entrepreneurs Preparing for the Next Stage

it’s like to lead a larger team at scale. Or perhaps you were great at building a social media campaign, but want to learn more about the broader elements of marketing and brand functions. What do you wish... View Details

Keywords: by Julia Austin

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

Currently a Unilever brand can be found in one out of every two households in the world. This book has related how these brands came to form part of the everyday life of so many people as the world... View Details

Keywords: by Geoffrey Jones; Consumer Products

09 Apr 2001
Research & Ideas

Marketing a Country: Promotion as a Tool for Attracting Foreign Investment.

findings build a strong case for the location of a government's promotion program in a quasi-government organization. Many countries, however, already have promotional programs. If such a program resides in a conventional government... View Details

Keywords: by Louis T. Wells & Alvin G. Wint

09 Feb 2010
First Look

First Look: Feb. 9

of real-world systems. Download the paper: http://www.hbs.edu/research/pdf/10-059.pdf Quality Provision, Expected Firm Altruism and Brand Extensions Author:Julio J. Rotemberg Abstract This paper studies quality choice in a model where... View Details

Keywords: Martha Lagace

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Credential of Leadership, Impact, and Management in Business | HBS Online

digital tools and data-informed leadership to execute, innovate, and work smarter Identify what makes a successful personal brand to establish your own Gain frameworks and in-demand skills from a business curriculum with breadth and depth... View Details

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Online Business Strategy Courses | HBS Online

peers before, during, and after your course. Ask questions, collaborate, give feedback, and share experiences and expertise across industries to grow or transition your career. You’ll build lasting connections that support you wherever... View Details

01 Mar 2024
News

Unlocking the Power of Community

When Tara Fung (MBA 2016) explains Co:Create, the company she cofounded in 2022 and now leads as CEO, she doesn’t mention Web3 first. “We help innovative brands and creators unlock the power of community,” she explains. Co:Create does... View Details

Keywords: April White

Publications