Publications

September 1988 (Revised October 1992)
Case

Suzuki Samurai

By: John A. Quelch

Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details

Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Auto Industry; Japan; United States

02 Mar 2018
Op-Ed

Op-Ed: Trump’s Tariffs Could Harm Allies as Much as Opponents

House, the president has yet to fulfill some of his key campaign promises. Last year the US trade deficit that he vowed to reduce was the largest in nearly a decade. The imbalance with China alone hit a record $375 billion. With mid-term... View Details

Keywords: by Dante Roscini; Steel; Manufacturing

06 Jan 2012
Op-Ed

Where Green Corporate Ratings Fail

News Corporation—a multinational media conglomerate that includes BSKYB, Dow Jones, Fox News, 20th Century Fox and Star, among other units—announced earlier this year that it has become climate neutral, meaning that its operations have no net impact on global climate... View Details

Keywords: by Michael Toffel & Auden Schendler; Information; Publishing

04 Jan 2012
First Look

First Look: January 4

maximize joint industry profits. Download the paper: http://www.hbs.edu/research/pdf/12-045.pdf From Single Deals to Negotiation Campaigns Authors:David A. Lax and James K. Sebenius Abstract Negotiation scholars typically take the... View Details

Keywords: Carmen Nobel

April 2012 (Revised March 2014)
Case

Social Strategy at Nike

By: Mikolaj Jan Piskorski and Ryan Johnson

Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional"... View Details

Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry

27 Jan 2016
Research & Ideas

A Politician's Investment Portfolio Might Tip Off Corruption Potential

congressman and House Majority Leader Tom DeLay. DeLay had a slew of scandals around 2005, charged with violating campaign finance laws and linked to lobbying improprieties, resulting in his 2006 resignation from office. He was later... View Details

Keywords: by Roberta Holland

April 1994
Supplement

Planet Reebok (B)

By: John A. Quelch

Supplements Planet Reebok (A). View Details

Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom

17 Nov 2015
Lessons from the Classroom

How Activist Investors Became Respectable

no company is off limits. Activists have recently pressed for action at Apple, GE, and DuPont. Campaigns against companies with market capitalizations of more than $25 billion nearly tripled last year. The activist’s transformation to... View Details

Keywords: by Joseph Fuller; Financial Services; Banking

18 May 2015
Research & Ideas

Advertisers Get Serious About Playing With Their Brands

Playing on social media, particularly when the playful activity occurs in real time during a live event, can charm an audience—while in some cases costing little to do so. Dutch shipping container company Maersk Line ran a social media View Details

Keywords: by Dina Gerdeman; Advertising

November 2013
Case

Coca-Cola: Liquid and Linked

By: John Gourville and Noah Fisher

Coca-Cola is considering which of several global marketing/promotional efforts to bring to the United States. Each has proven successful in other parts of the world, but for varying reasons. All represent efforts outside of the industry's normal advertising-based... View Details

Keywords: Marketing; Promotions; Advertising; Marketing Strategy; Advertising Campaigns; Global Strategy; Food and Beverage Industry; United States

April 27, 2009
Article

Fraud in Online Advertising

By: Benjamin Edelman

At first glance, online advertising seems to be as measurable a medium as any ever invented. Advertisers can count how many times an ad was sent, then measure sales—yielding an analysis that seems to report the value of an online ad campaign. But the reality is... View Details

Keywords: Advertising Campaigns; Online Advertising; Crime and Corruption; Measurement and Metrics; Value

Find at Harvard

Read Now

May–June 2011
Article

The Uninvited Brand

By: Susan Fournier and Jill Avery

Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details

Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Consumer Products Industry

Find at Harvard

December 2004 (Revised October 2005)
Case

Hasbro Games -- POX (A)

By: David B. Godes and Elie Ofek

Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details

Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry

19 Mar 2008
Research & Ideas

Finding Success in the Middle of the Market

successful "Talk to Chuck" campaign appealed to this group, presenting Charles Schwab as an approachable partner serving the best interests of investors. Charles Schwab's asset growth over the past two years has topped the... View Details

Keywords: by John Quelch; Auto; Retail

28 Oct 2024
Op-Ed

Latino Voters Have Grown More Politically Divided. That’s Not Surprising.

vehicles—political parties fight for votes where they can get them. If a group of voters starts to grow, then both parties will court that group with campaign effort, messaging, and policy change. And, in the end, our national politics... View Details

Keywords: by Richard Calvo, Vincent Pons, and Jesse M. Shapiro

16 Aug 2024
In Practice

Election 2024: What's at Stake for Business and the Workplace?

volunteer as poll workers. Facilitate political engagement. Look to online platforms that have simplified small contributions to political campaigns and increased the diversity of donors, as well as efforts to encourage employees and... View Details

Keywords: by Rachel Layne

November 2021 (Revised December 2021)
Supplement

PittaRosso (B): Human and Machine Learning

By: Ayelet Israeli

This case supplements the "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion" case, and provides major highlights on what happened at the company since the first case. View Details