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  • 01 Nov 2016
  • First Look

First Look - November 1, 2016

Runway, Sentient Jet), and there is a more explicit focus on sustainability (e.g., Stella McCartney). Luxury brands need to consider the increasing global connectedness, particularly the importance of the... View Details
Keywords: Sean Silverthorne
  • 29 Oct 2007
  • HBS Case

Marketing Maria: Managing the Athlete Endorsement

is it a global business? Anita Elberse: The sports marketing industry, covering everything from television rights to endorsements, sponsorships, and merchandising, is an important sector and growing rapidly. In its View Details
Keywords: by Sarah Jane Gilbert; Sports
  • 06 Mar 2006
  • Research & Ideas

Winners and Losers at the Olympics

they want their brands associated with the Olympic movement, the Olympic logo, and the worldwide footprint the Games make in the global economy. John Hancock, for example, will continue to leverage that... View Details
Keywords: Re: Stephen A. Greyser; Consumer Products; Entertainment & Recreation; Sports
  • 07 Aug 2012
  • Research & Ideas

Off and Running: Professors Comment on Olympics

of the American Marketing Association's 2010 Sports Marketing Lifetime Achievement Award. The power of "The Rings"—the brand power of the Olympics—derives from the global recognition of the five... View Details
Keywords: Re: Multiple Faculty; Sports
  • 21 Aug 2018
  • First Look

New Research and Ideas, August 21, 2018

growing share of the U.S. drug market. Traditional “small molecule” generics quickly erode the price and share of the branded product upon entry; however, only a few biosimilars have been approved in the U.S. since 2015, thereby largely... View Details
Keywords: Dina Gerdeman
  • 02 Jun 2003
  • Research & Ideas

Why Have Marketers Ignored America’s Man-of-Action Hero?

should manage their corporate brands. The idea is that a significant part of the value of MNC brands comes from the inferences that consumers draw from their global reach. This idea makes intuitive sense to... View Details
Keywords: by Manda Salls
  • 22 Sep 2003
  • Research & Ideas

When Protestors Knock at Your Door

As globalization trends increase, so does the ability of non-governmental organizations such as Greenpeace, Oxfam International, and the World Wildlife Fund to shape public and corporate policy on everything from human rights to labor... View Details
Keywords: by Cynthia Churchwell
  • July 2022
  • Case

FIJI Water: Carbon Negative? (Abridged)

By: Michael W. Toffel, George Serafeim, Francesca Gino, Stephanie Van Sice and Tom Quinn
In the midst of increasing press scrutiny of the bottled water industry’s environmentally harmful practices, FIJI Water made a series of sustainability promises. The boldest of these was a pledge to go “carbon negative.” The company said that not only would they offset... View Details
Keywords: Carbon Footprint; Carbon Offsetting; Environmental Accounting; Climate Change; Environmental Sustainability; Pollution; Cross-Cultural and Cross-Border Issues; Misleading and Fraudulent Advertising; Non-Governmental Organizations; Brands and Branding; Food and Beverage Industry; Fiji; United States
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  • 15 Jan 2019
  • First Look

New Research and Ideas, January 15, 2019

hand-collected novel data, we document the proliferation of these new stock exchanges that were created in a large number of countries, attracted a significant volume of global IPOs, were introduced fairly cyclically, and had lower... View Details
Keywords: Dina Gerdeman
  • 12 Sep 2017
  • First Look

First Look at New Research and Ideas, September 12, 2017

September–October 2017 Harvard Business Review GE's Global Growth Experiment: The Company Pushed Cross-Business Collaboration By: Gulati, Ranjay Abstract—Like many other companies, GE under Immelt had to figure out how to balance serving... View Details
Keywords: Carmen Nobel
  • 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 with the increasingly... View Details
Keywords: Sean Silverthorne
  • 19 Dec 2006
  • First Look

First Look: December 19, 2006

arise when cross-price elasticities are estimated for a set of brands expected to be substitutes. These anomalies are the occurrence of: (a) negatively signed cross-elasticities; and (b) sign asymmetries in pairs of cross price... View Details
Keywords: Sean Silverthorne
  • 16 Feb 2004
  • Research & Ideas

Marketing Wine to the World

"The Changing Structure of the Global Wine Industry," won the Best Paper award at the 2003 European Applied Business Research Conference. Roberto recently shared his thoughts on wine for HBS Working Knowledge in an e-mail... View Details
Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage
  • 19 Jun 2012
  • First Look

First Look: June 19

case:http://cb.hbsp.harvard.edu/cb/product/312002-PDF-ENG EILEEN FISHER: Repositioning the Brand Anat Keinan, Jill Avery, Fiona Wilson, and Michael I. NortonHarvard Business School Case 512-085 Well-established fashion View Details
Keywords: Sean Silverthorne
  • 10 Dec 2013
  • First Look

First Look: December 10

capabilities across markets: no learning, local learning, and global learning. Three equilibrium strategies arise: accommodate, marginalize, and collocate. We identify how these strategies emerge depending on the tradeoff between the... View Details
Keywords: Sean Silverthorne
  • 12 Aug 2008
  • First Look

First Look: August 12, 2008

based on the principles of "faster, further, freer," Coty hired longstanding executives from other firms and liberated their entrepreneurial capabilities, refreshing brands which had been tarnished into a View Details
Keywords: Sean Silverthorne
  • 28 Aug 2017
  • Research & Ideas

Should Industry Competitors Cooperate More to Solve World Problems?

performance on business-relevant ESG issues based on a firm’s industry membership has a positive association with future financial performance. A company’s efforts to improve its social impact could result in cost savings, increased brand... View Details
Keywords: by Sean Silverthorne; Financial Services; Manufacturing; Agriculture & Agribusiness; Mining
  • January 2011
  • Supplement

BBC America Showreel, Fall 2007

By: John A. Quelch
HD-TV ad clips of Fall 2007 television show line up from BBC America. View Details
Keywords: Global Strategy; Television Entertainment; Brands and Branding; Media and Broadcasting Industry; United Kingdom; United States
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  • January 2011
  • Supplement

John Smith, CEO BBC Worldwide, Remarks to AMP, October 2007

By: John A. Quelch
BBC Worldwide CEO, John Smith addresses AMP participants in October 2007. View Details
Keywords: Global Strategy; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; United Kingdom
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  • 14 May 2012
  • Research & Ideas

Breaking the Smartphone Addiction

expand. Already working long hours, most just accept these additional demands—whether they are urgent or not—and those who don't risk being branded as less committed to their work. And thus the cycle spins: teammates, superiors and... View Details
Keywords: by Leslie A. Perlow

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