Campaigns - Publications - Faculty & Research

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

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

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

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

Web

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

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

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

01 Jul 2013
News

Family of the Late Boston Businessman William F. Connell Donates $10 Million to Harvard Business School

Keywords: William F. Connell (MBA 1963); Manufacturing

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

Web

FAQ - Alumni

payments as they are received. 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

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

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

24 Apr 2023
HBS Case

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

use bespoke strategies to navigate the splintered regulations. Are there ripe customer segments waiting to be tapped? Cann has prioritized larger marketing campaigns with the goal of raising overall awareness, but with mixed results.... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Food & Beverage

04 Aug 2010
News

A Lonely Crusader

and distort” campaign allegedly motivated by his quest for a big profit if the company faltered. At the firm’s urging, New York attorney general Eliot Spitzer launched an investigation, and the Securities and Exchange Commission followed... View Details

Keywords: Roger Thompson; subprime mortgages; Finance; Real Estate

21 Apr 2015
First Look

First Look: April 21

Campaign and the Upside of CEO Activism By: Chatterji, Aaron, and Michael Toffel Abstract—When Starbucks CEO Howard Schultz asked his baristas to engage customers in a discussion about race in America, it was a clear case of the growing... View Details

Keywords: Carmen Nobel & 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

30 Nov 2015
Research & Ideas

Donors Are Turned Off by Overhead Costs. Here’s What Charities Can Do

her research partners are investigating alternative ways to mitigate overhead aversion, partially through education campaigns such as Pallotta’s. “We’re trying to figure out if there are ways to make people feel OK about the idea that... View Details

Keywords: by Carmen Nobel

2024
Working Paper

The Fading Light of Democratic Capitalism: How Pervasive Cronyism and Restricted Suffrage Are Destroying Democratic Capitalism as a National Ideal…and What to Do about It

By: Malcolm S. Salter

What are we to do about declining public trust and confidence in democratic capitalism, which many citizens consider a cornerstone of our national ideology and identity? While the answer is not entirely clear, I argue in this essay that any effort aimed at restoring... View Details

Keywords: Government Administration; Economic Systems; Trust; United States