Brand Building - Publications - Faculty & Research

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Regional Winners - Alumni

fun, reliable, effective, eco-friendly personal care brand focusing on children and teenagers who have their own age-specific needs and preference. Tingting Zhong, MBA 2006, Co-founder & Co-CEO Region: Asia/Pacific Deeper Pulse Deeper... View Details

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

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

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

09 Nov 2016
Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best marketing campaigns always call on consumers to do something. For... View Details

Keywords: by John A. Quelch

12 Aug 2019
Research & Ideas

How Scale Changes a Manager's Responsibilities

reaching a point where you or anyone have more than eight direct reports, it’s time to scale out a management team. Ideally, bring in some managers who know how to manage versus just promoting from within. I like to build teams with a... View Details

Keywords: by Julia Austin

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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

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

01 Dec 2022
News

Action Plan: To the Letter

the world that doesn’t want to be earning trust.” Don’t get stale. “Brands need to refresh themselves,” Chacko says. “My sense is that the timeframe is about every five years or when a company is thinking about entering a new market.” The key to View Details

Keywords: April White; design; typography; change management; leadership; Special Design Services; Professional Services

11 Oct 2023
News

Soldier On

Subscribe on iTunes Subscribe on Spotify More Skydeck episodes In November of 2022, 33-year-old Phillip Jones (MPA/MBA 2021) was elected mayor of Newport News, Virginia, where he had spent part of his childhood. The son of two Air Force veterans, he served six years in... 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 this with a new, gamified approach... View Details

Keywords: April White

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

help corporations build relationships between their brands and their customers in the online marketspace. The Price Of Privacy The power of these new technologies and their ability to shadow an individual's... View Details

Keywords: by Susan Young

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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

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Online Entrepreneurship & Innovation Courses | HBS Online

Certificate Courses (9) Entrepreneurship Essentials Professor William Sahlman Master a proven framework for building and financing new ventures, and make your entrepreneurial dreams a reality. 4 weeks, 6-8 hrs/week Enroll by March 20... View Details

15 Mar 2011
First Look

First Look: March 15

system of expense allocation, and anti-inversion legislation—reflect the intuition that building "strong fences" around the United States advances American interests. This paper examines the interaction of a strong fences policy... View Details

Keywords: Sean Silverthorne

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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

01 Mar 2024
News

Case Study: Testing the Waters

Illustration by Christina Spano Endurance training was nothing new to Lauren Picasso (MBA 2014), who’d raced through her younger years as a cross-country runner and swimmer. In 2017, when she was director of marketing at Jet.com and looking for a physical challenge,... View Details

Keywords: Jen McFarland Flint; Food and Beverage Stores; Retail Trade

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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Online Business Strategy Courses | HBS Online

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 life takes you next.... View Details

Publications