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Show Results For
- All HBS Web
(947)
- People (2)
- News (300)
- Research (508)
- Multimedia (2)
- Faculty Publications (222)
- 05 Jul 2011
- News
Driving Innovation
Stewart: Helping brands navigate the complexities of today’s media. Photo courtesy Bonita Stewart What can a high-flying, high-tech giant learn about marketing from an industry that is about as nuts-and-bolts as you can get? Plenty, if... View Details
- 29 Jul 2013
- News
Opening New Markets for Black South African Winemakers
established Heritage Link Brands and, almost before they knew it, were in the wine-distribution business. "Founding the company wasn't about wine; it was about hoping that we could transform the way the world perceived Africa and the... View Details
- Profile
Darrin Rahn
and disruption," Darrin says. "We’re seeing food and beverage brands take a more local and mission-driven approach. My interest is in trying to create sustainable solutions within large food companies." Darrin is giving... View Details
Keywords: CPG
- 26 May 2009
- Research & Ideas
Improving Market Research in a Recession
the do-it-yourself approach rather than outsourcing to a market research firm is attractive in a cost-cutting era, but you risk getting no more than what you pay for. The opinions of convenience sample of an enthusiastic online brand... View Details
Keywords: by John Quelch
- Career Coach
David Woodman
David (HBS '92) uses his experience in starting and running media companies to assist students in matching their skills and interests with opportunities in the Media, Sports, and Entertainment sectors.Work Experience: General Manager of AT&T SportsNet Rocky... View Details
- 01 Sep 2010
- News
Dare to be Different
table having an interesting conversation with someone about the way the world works. There is a certain seamlessness between business and the everyday lives of ordinary people. I wanted to create that same kind of seamlessness in the book. You write that the kind of... View Details
- Web
Africa Business Club | MBA
ago, African students at HBS saw the need to create an organization to elevate the African brand and highlight what it means be African, do business in Africa, and push for Africa’s development and prosperity. This mission remains... View Details
- August 2004 (Revised February 2006)
- Case
Marketing James Patterson
By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
- 23 Feb 2021
- Research & Ideas
COVID-19 Shines New Light on Working Conditions in Supply Chains
question is: In the wreckage of a collapsed building, whose labels do you find? Often, the activist community will point their fingers at the brands for basically enabling those factories to exist and to... View Details
- 01 Jan 2008
- News
Meg Whitman, MBA 1979
firms that are American household names—Disney, Stride Rite, Procter & Gamble— and then applied her multifaceted talents to a fledgling start-up auction site. During her ten years at the helm, eBay grew from a small operation where collectors sold Beanie Babies to an... View Details
- Profile
Laura Sandoval
business administration seriously. “It was a practical path and one I could enjoy,” she says. “There’s a part of me that’s analytical, and an even bigger part that’s creative. Marketing appealed to both.” Moving to “completely new territory-- the Midwest,” Laura... View Details
- 01 Jun 2017
- Blog Post
How To Partner With a Club: Engage With Club Leaders
can tailor their communications with the club, based on what is important to their members; they can set up time to talk with them one-on-one during a coffee chat, send them specific job postings, share industry education, or partner with... View Details
- 20 Feb 2013
- News
Thanking Veterans Online
Veterans Affairs benefits, Hall and fellow Army Ranger Matthew Thompson (MBA 2010) sought to create a business that would help veterans receive the benefits they deserve. The result was TroopSwap, an online source for discounts and other goodies that companies extend... View Details
- 16 Jul 2013
- News
Embracing Chaos
where he lives with his wife. "We've created a platform so that if you want to make a difference, there's a place for you to come in, meet like-minded people, and have resources and a brand so you can go out and have an impact in the... View Details
Michael Kaplan
Fullbeauty brands by Goldman Sachs and Oaktree; negotiations for a potential debt refinancing by a major US department store; partnership with a leading private equity firm to purchase a national specialty retailer and brand; investment... View Details
- 21 May 2021
- News
See Us Unite for Change
Courtesy Sheila Lirio Marcelo In honor of Asian American and Pacific Islander (AAPI) month, MTV’s Entertainment brands are streaming a global television special, “See Us Unite for Change,” on May 21. Hosted by comedian Ken Jeong, the... View Details
- December 1992
- Case
BASF: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
- 01 Sep 2010
- News
Leslie Gold
weeknights on www.shovio.com, with podcasts at www.radiochick.com. Tell us about life before RadioChick. I grew up in Bridgeport, Connecticut, where my dad ran a construction-related business, which is probably how I got business in my blood. I went to Syracuse... View Details
- 01 Sep 2010
- News
Fair Trade
of the more expensive skin care brands. Moreover, although leading brands might be global, their appeal is not. In fragrances, every market’s list of its top 20 brands is unique. The top-selling fragrance in... View Details
- 01 Jun 2017
- News
Surveying Students’ Summer Plans
brands (like Tim Tams), so I was looking for an opportunity to work on strategic brand initiatives with a firm that has similarly beloved products. Also, my wife and I enjoy outdoor activities and have heard... View Details
Keywords: Julia Hanna