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A Campus Built on Philanthropy | About

buildings scattered across the Harvard College campus. By the early 1920s, enrollment had grown to nearly 700, and Dean Wallace B. Donham launched a campaign to build a dedicated campus where business school faculty and students could... View Details

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MBA Class of 1959 Chapel | About

consumption. About the Name The Class of 1959 Chapel was a gift to the School from members of Dean John H. McArthur’s HBS graduating class. The Class of 1959 committed its 25th and 30th Reunion fund-raising campaigns to the chapel... View Details

27 Jan 2023
Op-Ed

Have We Lost Sight of Integrity?

Easterbrook, and Meta’s Mark Zuckerberg. Rife with bravado, New York Congressman Santos campaigned on being the “full embodiment of the American dream.” The only problem was that many of his personal claims—including tentpoles punctuating... View Details

Keywords: by Bill George

01 Mar 2024
News

In Harmony

Korea faced the humiliating prospect of seeing its credit rating drop to B2, below investment grade. In a stunning demonstration of national unity, a public gold-collecting campaign raised a little over $2 billion from Korean citizens to... View Details

Keywords: Julia Hanna; photographs by Jun Michael Park; private equity; fiction; financial crisis; leadership; Korea

16 Feb 2023
HBS Case

ESG Activists Met the Moment at ExxonMobil, But Did They Succeed?

The impact-investment hedge fund Engine No. 1 made a big splash in May 2021 when it managed to get three nominees elected to the ExxonMobil board of directors. It was an open effort to prod the oil giant toward renewable energy and test whether activist investing could... View Details

Keywords: by Lane Lambert; Financial Services

07 Mar 2023
Blog Post

Deconstructing LEGO’s Decarbonization

sustainability campaign Instead of a central sustainability team, LEGO Group’s emissions, water use, and landfill reduction strategies are woven into the organization’s operations, packaging, materials, and molding groups. On the... View Details

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Topics - HBS Working Knowledge

Browse All topics Accounting Audits (3) Accounting (119) Acquisition (20) Activity Based Costing and Management (2) Adaptation (7) Adoption (3) Advertising Campaigns (6) Advertising (77) Agency Theory (3) Age (3) Agreements and... View Details

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Gary Works Photograph Album | Baker Library | Bloomberg Center | Harvard Business School

Skip to Main Content Exhibition Homepage Exhibition Introduction The Founding of U.S. Steel and the Power of Public Opinion The Intersection of Public Relations and Photography Documenting the Wartime Effort Labor Practices Post-war PR View Details

02 Apr 2001
Research & Ideas

What Makes a Good Leader?

Gallipoli, which resulted in over 100,000 Allied casualties during World War I. "The campaign was a total fiasco for British military leadership," he notes. "When it was over, Churchill took complete responsibility. A... View Details

Keywords: by Deborah Blagg & Susan Young

March 2025
Case

Sarojini Naidu: Courage of the Nightingale

By: Ranjay Gulati, Malini Sen and Anjali Raina

Indian poet and freedom fighter and mother of four, Sarojini (Chattopadhyay) Naidu, could not hold back. As the protestors marched ahead without retaliating against the police’s blows, she stepped forward to join them. A British officer approached Naidu and touched her... View Details

Keywords: Gender; Leadership; Personal Development and Career; Motivation and Incentives; Power and Influence; Government and Politics; India; Asia

Citation

Educators

13 Nov 2013
Research & Ideas

Should Men’s Products Fear a Woman’s Touch?

change the identity meanings associated with their brands in general, especially for a brand that has a long history of narrative and storytelling and suddenly wants to shift that narrative in a way that may not be comfortable to current users." Porsche's Historic... View Details

Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto

04 Apr 2023
Book

Two Centuries of Business Leaders Who Took a Stand on Social Issues

While shareholders still reign supreme at many companies, a widespread shift toward more responsible business practices is driving more leaders to take a stand on social and environmental issues today, says Harvard Business School Professor Geoffrey Jones. Jones... View Details

Keywords: by Lane Lambert; Consumer Products; Fashion; Retail; Green Technology

September 2011 (Revised August 2013)
Case

The Pepsi Refresh Project: A Thirst for Change

By: Michael I. Norton and Jill Avery

In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details

Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry

Citation

Educators

Purchase

26 Jun 2020
Research & Ideas

Why Japanese Businesses Are So Good at Surviving Crises

program to give 10 yen from the proceeds of each parcel delivery to the disaster relief and recovery effort—and in June convinced shareholders to approve the plan. The yearlong campaign raised more than 14 billion yen, about 40 percent of... View Details

Keywords: by Dina Gerdeman

18 Apr 2023
Research & Ideas

What Happens When Banks Ditch Coal: The Impact Is 'More Than Anyone Thought'

Consumers who are eager to mitigate climate change can take many actions, such as reducing the number of airline flights they take or installing solar panels on their homes. But the planet is in a race against time, and individual action alone won’t help most countries... View Details

Keywords: by Barbara DeLollis; Financial Services; Mining

09 Nov 2016
Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best marketing campaigns always call on consumers to do something. For... View Details

Keywords: by John A. Quelch

21 Nov 2019
Research & Ideas

Do TV Debates Sway Voters?

87 percent, during the two months before an election, indicating that the information received in this period matters overall. Voters who switched candidates didn’t change their policy preferences. Voters’ policy views remained consistent, despite the onslaught of... View Details

Keywords: by Danielle Kost

28 Nov 2023
Book

Economic Growth Draws Companies to Asia. Can They Handle Its Authoritarian Regimes?

the Chinese Communist Party (CCP) declares transformational goals, such as “zero Covid,” “one child per family,” or even “made in China 2025.” Campaigns involve mobilization of resources and of the vast bureaucracy, but they are also... View Details

Keywords: by Sean Silverthorne

09 Jul 2020
Research & Ideas

It’s Time to Reset Decision-Making in Your Organization

write that during periods of intense activity, brief daily AAR meetings can help teams coordinate and improve the next day’s activities. AARs can be done on discrete projects like a pandemic-focused marketing campaign in order to improve... View Details

Keywords: by Boris Groysberg and Sarah Abbott

Web

Planned Giving - Alumni

donorestates@harvard.edu . When do I need to fulfill my pledge? Guidelines for payments differ for reunion and non-reunion (annual giving) pledges. Reunion Pledges: For the reunion campaigns concluding on December 31, 2024 (MBA 1998,... View Details

Publications