Campaigns - Publications - Faculty & Research

16 Aug 2024
In Practice

Election 2024: What's at Stake for Business and the Workplace?

volunteer as poll workers. Facilitate political engagement. Look to online platforms that have simplified small contributions to political campaigns and increased the diversity of donors, as well as efforts to encourage employees and... View Details

Keywords: by Rachel Layne

14 Nov 2016
Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

be contempt for the whole category. Scorn the non-buyer. Trump alienated the marginal customer. He forgets that today’s brand rejecter may be tomorrow’s opportunity, but not if the marketing campaign has cruelly cut the market into... View Details

Keywords: by John A. Deighton

17 Jan 2008
Research & Ideas

If Marketing Experts Ran Elections

in November. While 20 percent of U.S. adults are political junkies, the rest can't spare the time, don't think their vote will matter, see no important differences among the candidates, or are turned off by the electoral process and candidates' View Details

Keywords: by John A. Quelch

25 Jul 2007
Lessons from the Classroom

The Evolution of Apple

he also moved quickly to make some changes, announcing that archrival Microsoft would be developing core products such as its Office software for the Mac. In 1998, Apple launched the iMac, a candy-colored computer that fit well with its ad View Details

Keywords: by Julia Hanna; Computer; Technology

September 1991 (Revised December 1991)
Case

G. Heileman Brewing Co. (A): Power Failure At PowerMaster

By: Stephen A. Greyser

In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol... View Details

Keywords: Advertising Campaigns; Ethics; Lawfulness; Brands and Branding; Product Positioning; Demand and Consumers; Market Entry and Exit; Food and Beverage Industry

Citation

Educators

Purchase

19 Feb 2019
First Look

New Research and Ideas, February 19, 2019

affiliation. These results hold through a large number of specifications and cannot be attributed to mobilization against the laws, measured by campaign contributions and self-reported political engagement. ID requirements have no effect... View Details

Keywords: Sean Silverthorne

11 Apr 2000
Research & Ideas

Financial Services 24/7

important issues to the fore. Wingspanbank is an Internet-only bank that markets itself with the claim, "If your bank could start over, this is what it would be." Created in a record four months and launched with a huge advertising View Details

Keywords: by Susan Young

29 Apr 2013
Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

Boston College's greatest marketing campaign lasted about six seconds. It's called the "Flutie Effect." In a 1984 game against the University of Miami, BC quarterback Doug Flutie threw a last-second "Hail Mary" pass 48... View Details

Keywords: by Sean Silverthorne; Education; Advertising; Sports

23 Jun 2016
Op-Ed

Brexit: Should Britain Stay or Go?

anticipated challenge in a forthcoming election by the United Kingdom independence Party, has had an even worse outcome. The campaign to Leave descended, as might have been predicted, primarily into a populist View Details

Keywords: by Geoffrey G. Jones & Dante Roscini

06 Mar 2006
Research & Ideas

Winners and Losers at the Olympics

There's much more at stake in the Olympics than medals. Giant corporations are eager to tie huge marketing and advertising campaigns to the Olympic rings and ideals. NBC spent more than $600 million to win the broadcast rights for the... View Details

Keywords: Re: Stephen A. Greyser; Consumer Products; Entertainment & Recreation; Sports

27 Jul 2019
Op-Ed

Does Facebook's Business Model Threaten Our Elections?

In the 2012 US presidential election, the Obama campaign deftly used a Facebook app to register voters and have friends message them to get out the vote. But it was 2016 presidential campaign that really... View Details

Keywords: by George Riedel

October 2021 (Revised March 2022)
Supplement

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli and Fabrizio Fantini

PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details

Citation

Purchase

15 Feb 2016
Research & Ideas

Want Your Employees to Plan Better for Retirement? Don't Do This

about their savings. ©iStock/GaryPhoto “We thought this idea might work really well in a retirement savings context,” Beshears explained. “Fidelity, for example, has a ‘People Like Me’ campaign that operates in this way. We were motivated... View Details

Keywords: Re: John Beshears; Financial Services

22 Aug 2012
Research & Ideas

Advertising: It’s Not ‘Mad Men’ Anymore

Fans of the television show Mad Men are well acquainted with the mystique of the advertising business, circa 1960s, where relationships were consummated over martinis and campaigns fashioned through the wizardry of creative director Don... View Details

Keywords: by Michael Blanding; Advertising

22 Feb 2011
Research & Ideas

Most Popular Articles, Papers of the Decade

processes? This question is particularly urgent in the U.S. health-care industry, where problems occur often and consequences range from minor inconveniences to serious patient harm. The authors examine the effectiveness of organizational information View Details

Keywords: by Sean Silverthorne

21 Apr 2003
Research & Ideas

Will American Brands Be a Casualty of War?

campaigns are successful, what would be the effect on the already struggling American economy? A: Never before have global concerns about American foreign policy so threatened to change consumer behavior. We are not speaking here of the... View Details

Keywords: by Sean Silverthorne

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

Old Spice's Twitter campaign. In 2010, Procter & Gamble launched a campaign where Facebook and Twitter users were encouraged to send messages to Isaiah Mustafa, the strapping spokesman for Old Spice who markets the idea that if men... View Details

Keywords: by Carmen Nobel; Advertising

03 Dec 2012
HBS Case

HBS Cases: Against the Grain

the website, spouses Ramesh and Swati Ramanathan, use another tactic: a poster campaign in which private citizens are encouraged to report whether a bribe was demanded by an official in cooperating governments, in some South India... View Details

Keywords: by Martha Lagace; Food & Beverage

17 Sep 2007
Research & Ideas

Broadband: Remaking the Advertising Industry

recently, advertisers have tapped into the popularity of social networking sites like MySpace and Second Life to create intriguing campaigns and an important presence. Q: Why is dissatisfaction increasing with traditional TV advertising?... View Details

Keywords: by Julia Hanna; Advertising; Media & Broadcasting; Publishing

05 May 2009
First Look

First Look: May 5, 2009

president of the United States, Obama for America (OFA), the president-elect's official campaign organization, announced the formation of a post-election organization, Organizing for America. The new organization would keep the View Details

Keywords: Martha Lagace

Publications