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Show Results For
- All HBS Web
(5,006)
- People (15)
- News (851)
- Research (3,239)
- Events (24)
- Multimedia (11)
- Faculty Publications (1,608)
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- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- March 2015
- Case
Twine Health
By: Robert S. Huckman, Ariel D. Stern and Matthew G. Preble
In late 2014, Dr. John Moore (CEO), Frank Moss (chairman), and Scott Gilroy (CTO) of Twine Health (Twine) had to resolve several challenges that threatened to restrict the widespread dissemination of its sole product, Twine. Twine was a cloud-based platform that... View Details
Keywords: Health Care; Chronic Disease; Technology Adoption; Digital Health; Health Acceleration Challenge; Strategy; Disease Management; Health; Health Care and Treatment; Information Technology; Mobile and Wireless Technology; Health Industry; United States; Massachusetts
Huckman, Robert S., Ariel D. Stern, and Matthew G. Preble. "Twine Health." Harvard Business School Case 615-068, March 2015.
- June 2023
- Case
Investing in the Climate Transition at Neuberger Berman
By: George Serafeim and Benjamin Maletta
By mid-2023, Neuberger Berman (NB), an active asset manager, had grown its assets under management to about half a trillion dollars and took pride in its client centricity and innovative spirit. Responding to client demand for investment products that integrated... View Details
Keywords: Carbon Emissions; Sustainability; Decarbonization; Performance; Risk Assessment; Opportunities; Environmental Sustainability; Carbon Footprint; Business Analysis; Investing; Regulation; Asset Management; Investment Strategy; Climate Change; Transition; Analysis; Product Positioning; Strategy; Investment Portfolio; Financial Services Industry; Energy Industry
Serafeim, George, and Benjamin Maletta. "Investing in the Climate Transition at Neuberger Berman." Harvard Business School Case 123-092, June 2023.
- 2013
- Chapter
Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story
By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details
Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry
Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
- February 2022
- Case
Cleveland Clinic Abu Dhabi (Abridged)
By: Linda A. Hill and Emily Tedards
In 2006, the Cleveland Clinic and Mubadala Investment Company partnered with a bold ambition to deliver world class healthcare in the United Arab Emirates. In 2015, after nearly a decade of planning and construction, Cleveland Clinic Abu Dhabi opened its doors. By... View Details
Keywords: Organization Behavior; Culture; Alignment; Organizational Effectiveness; Purpose; Impact; Leadership Development; Diversity; Collaboration; Co-creation; Learning Organizations; Empowerment; Teams; Team Dynamics; Teamwork; Team Effectiveness; Trust; Talent; Talent Development And Retention; Psychological Safety; Organizational Evolution; Coaching; Board; Analytics; Innovation; Data; Data Visualization; Digital Technology; Digital; Customer Experience; Experimentation; Change Management; Data-driven Decision-making; Debates; Ecosystem; Partnership; Telemedicine; Sustainability; Global Organizations; Local; Hospital; Healthcare; United Arab Emirates; Health Care and Treatment; Partners and Partnerships; Globalization; Quality; Organizational Culture; Mission and Purpose; Innovation and Management; Information Technology; Joint Ventures; Leadership; Performance Effectiveness; Abu Dhabi; United Arab Emirates
Hill, Linda A., and Emily Tedards. "Cleveland Clinic Abu Dhabi (Abridged)." Harvard Business School Case 422-056, February 2022.
- April 2022 (Revised May 2022)
- Case
Mastercard Labs (A)
When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, he shifted the company’s competitive focus from card networks to cash itself. Mastercard’s new vision of a “World Beyond Cash” distilled into a three-pronged framework: Grow the core business, Diversify... View Details
Keywords: Organizational Behavior; Culture; Culture Change; Organizational Adaptation; Organizational Effectiveness; Alignment; Leadership; Leadership Development; Innovation; Innovation Ecosystems; Ecosystem; Diversity; Collaboration; Co-creation; Learning Organizations; Empowerment; Globalization; Agility; Prototype; Experiment; Partnerships; Operating Model; Risk Management; Metrics; Payments; Financial Inclusion; Financial Industry; Ambidexterity; Corporate Innovation; Innovation Lab; Digital Transformation; Digital Strategy; Credit Cards; Innovation Leadership; Organizational Culture
Hill, Linda A., Sunil Gupta, Emily Tedards, and Julia Kelley. "Mastercard Labs (A)." Harvard Business School Case 422-080, April 2022. (Revised May 2022.)
- November 2016 (Revised December 2016)
- Module Note
Strategy Execution Module 12: Aligning Performance Goals and Incentives
By: Robert Simons
This module reading explains how managers use performance goals and incentives to ensure that employee actions align with the overall business strategy of the organization. The module begins by discussing how managers use goals to communicate business strategy, the... View Details
Keywords: Management Control Systems; Implementing Strategy; Execution; Performance Goals; Performance Measures; Incentives; Benchmarks; Motivation; Compensation; Bonuses; Strategy
Simons, Robert. "Strategy Execution Module 12: Aligning Performance Goals and Incentives." Harvard Business School Module Note 117-112, November 2016. (Revised December 2016.)
- October 2016 (Revised February 2019)
- Module Note
Strategy Execution Module 5: Building a Profit Plan
By: Robert Simons
This module reading describes how to build a profit plan to reflect the strategy of a business in economic terms. After introducing the profit wheel, cash wheel, and ROE wheel, the module illustrates how to use a profit plan to assess the viability of different... View Details
Keywords: Management Control Systems; Implementing Strategy; Execution; Profit Planning; Cash Flow Analysis; Asset Utilization; Return On Equity; Business Planning; Testing Strategy; Analyzing Strategic Alternative; Strategy; Asset Management; Cash Flow; Investment Return; Management Systems; Profit
Simons, Robert. "Strategy Execution Module 5: Building a Profit Plan." Harvard Business School Module Note 117-105, October 2016. (Revised February 2019.)
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- December 2012
- Article
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
By: Jill Avery
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Auto Industry; Consumer Products Industry
Avery, Jill. "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending." International Journal of Research in Marketing 29, no. 4 (December 2012): 322–336. (Article was awarded the Marketing Science Institute's Best Paper Award.)
- 2025
- Working Paper
Residential Battery Storage - Reshaping The Way We Do Electricity
By: Christian Kaps and Serguei Netessine
In this paper, we aim to understand when private households invest in behind-the-meter battery storage next to rooftop solar and how those batteries impact households, the electricity market, and emissions. We answer three main research questions: 1) When do customers... View Details
Keywords: Solar Power; Energy Storage; Technology And Innovation Management; Energy; Energy Policy; Renewable Energy; Technological Innovation; Innovation and Management; Energy Industry
Kaps, Christian, and Serguei Netessine. "Residential Battery Storage - Reshaping the Way We Do Electricity." Working Paper, February 2025.
- November 2016 (Revised December 2016)
- Module Note
Strategy Execution Module 8: Linking Performance to Markets
By: Robert Simons
This module reading shows how to link profit plans and other performance measurement systems to both internal and external markets. Starting with the transfer of goods and services within a firm, the module discusses the different methods of designing transfer pricing... View Details
Keywords: Management Control Systems; Implementing Strategy; Execution; Transfer Pricing; Activity Based Costing; Return On Investment; Residual Income; EVA; Strategy; Cost Accounting; Activity Based Costing and Management; Markets; Investment Return
Simons, Robert. "Strategy Execution Module 8: Linking Performance to Markets." Harvard Business School Module Note 117-108, November 2016. (Revised December 2016.)
- October 2012
- Article
Target the Right Market
By: Jill Avery and Thomas Steenburgh
SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details
Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States
Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123.
- December 2018 (Revised October 2020)
- Case
Shiseido: Reinvesting in Brand
By: Jill Avery and Nobuo Sato
Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details
Keywords: Brand Management; Brand Value; Turnaround; Brand Portfolio; Brand Communication; Global Brands; Digital Marketing; Return On Investment; Marketing ROI; Internet Marketing; Marketing; Marketing Strategy; Brands and Branding; Value; Growth and Development Strategy; Investment Return; Consumer Behavior; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.)
- May 2017 (Revised November 2019)
- Case
The Dubai International Film Festival
By: Rohit Deshpandé and Alpana Thapar
This case follows the conception and emergence of the Dubai International Film Festival (DIFF). In an already crowded and highly competitive industry, Abdulhamid Juma was attempting to define and establish a unique brand positioning for DIFF. Committed to its vision,... View Details
Keywords: Brand Positioning; Underdog Brand Building; Business Models; Non-profit; Managing Multiple Stakeholders; Film Entertainment; Brands and Branding; Business Model; Competitive Strategy; Decision Making; Growth and Development Strategy; Entertainment and Recreation Industry; Motion Pictures and Video Industry
Deshpandé, Rohit, and Alpana Thapar. "The Dubai International Film Festival." Harvard Business School Case 517-110, May 2017. (Revised November 2019.)
- January–February 2019
- Article
Corporate Purpose and Financial Performance
By: Claudine Gartenberg, Andrea Prat and George Serafeim
We construct a measure of corporate purpose within a sample of U.S. companies based on approximately 500,000 survey responses of worker perceptions about their employers. We find that this measure of purpose is not related to financial performance. However, high... View Details
Keywords: Corporate Purpose; Purpose; Employee Motivation; Belief Systems; Corporate Performance; Human Capital; Middle Management; Culture; Corporate Culture; Meaning; Mission and Purpose; Organizational Culture; Employees; Perception; Values and Beliefs; Performance Effectiveness
Gartenberg, Claudine, Andrea Prat, and George Serafeim. "Corporate Purpose and Financial Performance." Organization Science 30, no. 1 (January–February 2019): 1–18.
- June 2016
- Case
Publicis Groupe 2016: Maurice and the Millennials
By: Rosabeth Moss Kanter and Jonathan Cohen
Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the advertising and marketing firm to an integrated digital-ready enterprise to address industry changes. In early 2016, following a reorganization, he... View Details
Keywords: Managing Change; Transformations; Digital; Millennials; Change; Innovation; Acquisitions; Merger; Culture; Advertising Agency; Reorganization; Organizational Change and Adaptation; Information Technology; Change Management; Restructuring; Management Succession; Marketing; Mergers and Acquisitions; Transformation; Innovation and Invention; Digital Marketing; Advertising Industry
Kanter, Rosabeth Moss, and Jonathan Cohen. "Publicis Groupe 2016: Maurice and the Millennials." Harvard Business School Case 316-127, June 2016.
- May 2012
- Case
Evergreen Natural Markets 2012
By: Rosabeth M. Kanter and Paul S. Myers
Evergreen Natural Markets is a successful food retailer located in the Rocky Mountain region of the U.S. Having grown through acquisition, it has a reputation for improving the companies it purchases while retaining previous management. This strategy has succeeded due... View Details
Keywords: United States; Operating Systems; Acquisitions; Strategy; Human Resource Management; Consolidations; Retail Trade; Food; Growth Management; Organizational Culture; Consolidation; Acquisition; Business Processes; Retail Industry; Food and Beverage Industry; Las Vegas; Western United States
Kanter, Rosabeth M., and Paul S. Myers. "Evergreen Natural Markets 2012." Harvard Business School Brief Case 124-450, May 2012.
- Article
The Inpatient Discharge Lounge as a Potential Mechanism to Mitigate Emergency Department Boarding and Crowding
By: Brian Franklin, Sharif Vakili, Robert S. Huckman, Sarah Hosein, Nicholas Falk, Katherine Cheng, Maria Murray, Sheila Harris, Charles A. Morris and Eric Goralnick
Delayed access to inpatient beds for admitted patients contributes significantly to emergency department (ED) boarding and crowding, which have been associated with deleterious patient safety effects. To expedite inpatient bed availability, some hospitals have... View Details
Keywords: Health Care Delivery; Emergency Room; Operations Improvement; Operations Management; Health Care and Treatment; Service Delivery; Operations; Management; Performance Improvement; Service Operations
Franklin, Brian, Sharif Vakili, Robert S. Huckman, Sarah Hosein, Nicholas Falk, Katherine Cheng, Maria Murray, Sheila Harris, Charles A. Morris, and Eric Goralnick. "The Inpatient Discharge Lounge as a Potential Mechanism to Mitigate Emergency Department Boarding and Crowding." Annals of Emergency Medicine 75, no. 6 (June 2020): 704–714.
- 2018
- Working Paper
Backhanded Compliments: How Negative Comparisons Undermine Flattery
By: Ovul Sezer, Alison Wood Brooks and Michael I. Norton
Seven studies (N = 2352) examine backhanded compliments—seeming praise that draws a comparison with a negative standard—a distinct self-presentation strategy with two simultaneous goals: eliciting liking (“Your speech was good…”) and conveying status (“…for a woman”).... View Details
Keywords: Backhanded Compliments; Self-presentation; Impression Management; Interpersonal Perception; Liking; Status; Image Concern; Interpersonal Communication; Status and Position; Perception; Motivation and Incentives
Sezer, Ovul, Alison Wood Brooks, and Michael I. Norton. "Backhanded Compliments: How Negative Comparisons Undermine Flattery." Harvard Business School Working Paper, No. 18-082, February 2018.