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(529)
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- Faculty Publications (254)
Show Results For
- All HBS Web
(529)
- People (2)
- News (99)
- Research (376)
- Multimedia (2)
- Faculty Publications (254)
- 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; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories 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.)
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United States; North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- May 25, 2016
- Comment
How Consumers and Businesses are Reshaping Public Health
By: John A. Quelch
Healthcare and education are two issues in which citizens around the world, rich and poor, are passionately interested. It has long been appreciated that the way that a society treats its youngest and oldest members says much about its moral maturity. Economic... View Details
Keywords: Healthcare; Consumer Power; Innovation In Healthcare Delivery; Mobile Healthcare; Transition; Transformation; Trends; Customer Satisfaction; Customer Value and Value Chain; Health Care and Treatment; Information; Collaborative Innovation and Invention; Independent Innovation and Invention; Innovation and Management; Innovation Leadership; Management; Marketing; Markets; Planning; Problems and Challenges; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; South America; North and Central America; Middle East; Europe; Asia
Quelch, John A. "How Consumers and Businesses are Reshaping Public Health." Harvard Business School Working Knowledge (May 25, 2016).
- 01 Sep 2018
- News
September 2018 Alumni and Faculty Books
entrepreneurial powerhouse. Carolyn’s mix of pep talk and tough love got Tyra to where she is today, and here they pay it forward to empower readers. Whether they’re writing about watching Tyra’s most imperfect moment go viral or how they’ve overcome everything from... View Details
- 10 Dec 2014
- News
Front-Row Seat
several hours that night to do it. I wanted to present an honest understanding of what I thought his gifts were and what he might do with them. Within a week he had signed on.” Bradley’s uncanny ability to see talent and immediately intuit how it can be leveraged is an... View Details
- 28 Jan 2014
- First Look
First Look: January 28
was struggling to compete with and differentiate itself from industry leader LensCrafters, also owned by Luxottica. Increasing competition from low-price competitors, such as Walmart's optical stores, was adding further competitive... View Details
Keywords: Sean Silverthorne
- 15 Sep 2011
- Research & Ideas
High Ambition Leadership
to study must have had a compounded annual growth rate in revenues, profits, and market capitalization that exceeded the 50th percentile of industry peers between 1997 and 2006 or for the CEO's tenure. Corresponding figures were used for... View Details
Keywords: by Martha Lagace
- 17 Sep 2013
- First Look
First Look: September 17
effectiveness of inspections by allowing cities to target restaurants that are most likely to have a hygiene violation. In this work, we report the first empirical study demonstrating the utility of review analysis for predicting restaurant inspection results.... View Details
Keywords: Sean Silverthorne
- 01 Sep 2013
- News
Who Are We?
and complex amino acids.) 683 alumni work in the agriculture industry 1957 HBS professors Ray Goldberg (MBA 1950) and John H. Davis (MBA 1941) coin the term agribusiness 236 alumni work in the food and beverage View Details
- 21 Jun 2010
- Research & Ideas
Strategy and Execution for Emerging Markets
relies on Costco as a distributional partner, which adds credibility as well as helps to the brand without overspending on advertising. A logistics system allows Vizio to import televisions from a manufacturer in China in just-in-time View Details
Keywords: by Martha Lagace
- Research Summary
Overview
Professor Jones researches the history and impact of global firms. In recent years he has prublished extensively on the ecological and social responsibility of business leaders. He has a strong interest in the business history of emerging markets. He founded and... View Details
Keywords: Entrepreneurship; Ethics; Globalization; Government and Politics; History; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Africa; Asia; Europe; Latin America; Middle East; North and Central America; Oceania
- 16 Sep 2008
- First Look
First Look: September 16, 2008
tendency towards negative recency when outcomes are experienced that disappears when the same outcomes are presented all at once. Experiment 2 examines a boundary condition where outcomes are presented sequentially in an automatic fashion... View Details
- 12 Jul 2021
- News
Alumni Confront the COVID-19 Crisis
investments in tech companies to help extend their runway and put them on a path to scale when the downturn subsides,” says Dober. Kikka Hanazawa (MBA 2002), founder of the nonprofit Fashion Girls for Humanity, is mobilizing View Details
- Teaching Interest
Overview
I currently teach the history of global entrepreneurship over the last 200 years. The 28-session course called Entrepreneurship and Global Capitalism has become one of the most popular second year electives in the MBA program at the Harvard Business School. The cases,... View Details
Keywords: Business History; Government And Business; International Business; Globalization; History; Government and Politics; Entrepreneurship; Ethics; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Africa; Asia; Europe; Latin America; Middle East; North and Central America; Oceania
- September–October 2022
- Article
Should Your Company Sell on Amazon?: Reach Comes at a Price
By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers.
In this article, the authors present a scorecard to... View Details
Keywords: Retail; Retailing; Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Amazon; Amazon.com; Sales; Digital Marketing; Internet and the Web; Business Model; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United States
Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.
- 01 Dec 2012
- News
From Where We Stand
what would make people join our clubs and buy our products. Plus, it became fashionable to promote women, and there I was with my HBS MBA. Cathy Benko (MBA 1989), vice chairman and chief talent officer, Deloitte Consulting, Foster City,... View Details
- 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; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- Web
Oral Histories | Baker Library
did, when I finished the MBA, interview in insurance companies and other kinds of companies that were in the Hartford area. Career I loved mentoring people, training people. I set up little programs for individual assistant buyers and I would say, "Well, this one needs... View Details