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  • 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
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  • 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
  • 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
  • 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
  • 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
  • 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
  • February 2023
  • Case

Roblox: Virtual Commerce in the Metaverse

By: Ayelet Israeli and Nicole Tempest Keller
In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,... View Details
Keywords: Entertainment; Games, Gaming, and Gambling; Market Design; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Business Strategy; Economics; Economy; Economic Systems; Advertising; Advertising Campaigns; Digital Platforms; Markets; Price; Innovation and Management; Entertainment and Recreation Industry; Video Game Industry; Technology Industry; United States; California; North America; South America; Asia; Europe
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  • 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
  • Research Summary

Unintended Consequences of Fundraising Tactics

Charity fundraisers use a variety of methods to increase donations, with three of the most common being matching funds, seed money, and thank you gifts. Field experiments have shown that matching funds (Eckel and Grossman, 2008) and seed money (List and Lucking-Reiley,... View Details
  • March 2019
  • Case

HOPI: Turkey's Shopping Companion

By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details
Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Retail Industry; Turkey
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  • 08 Mar 2019
  • Research & Ideas

Seven Negotiation Lessons from Amazon's HQ Disaster in Queens

Amazon has not commented nor is it clear that this effort will succeed, but such an after-the-fact campaign to build support and deal with opponents surely would have been more effective before the stunning pullout.] Remember that... View Details
Keywords: by James K. Sebenius; Real Estate; Construction
  • 11 Mar 2019
  • Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

efforts in two recent cases, “The Brand Management of Places” and “Israel at 70: Is it Possible to (re)Brand a Country?” Success without a roadmap Government and business leaders hoping to shift the conversation about their regions might look to another city’s... View Details
Keywords: by Danielle Kost; Tourism
  • 10 Feb 2023
  • Research & Ideas

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

data scientist at Amazon; and Nils Wernerfelt, an economist at Meta, Facebook’s parent company. In one of the largest studies of its kind, Luca and his coauthors analyzed more than 800 public health advertising campaigns that reached 2.1... View Details
Keywords: by Scott Van Voorhis; Health; Technology
  • Web

Lehman Brothers Family Partners | Baker Library | Bloomberg Center | Harvard Business School

Center, Cornell University. Franklin D. Roosevelt, Governor Herbert Lehman, and Mayor Fiorello LaGuardia on an election campaign tour, 1940. International Garment Workers' Union Photographs, Kheel Center, Cornell University. Robert Lehman... View Details
  • 03 Jun 2013
  • Research & Ideas

The Power of Rituals in Life, Death, and Business

food rituals with its 1990s ad campaign for Reese's Peanut Butter Cups: "There's no wrong way to eat a Reese's." Nabisco has used similar tactics in advertising Oreo cookies. Click to watch. To see whether they could achieve the... View Details
Keywords: by Carmen Nobel
  • 17 Oct 2019
  • Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

specifically because of their shared gender, many female voters balked. Testing for gender backlash To probe when and why identity labels backfire, the research team visited a college campus four months before the 2016 US presidential election and asked voters to... View Details
Keywords: by Dina Gerdeman; Consumer Products
  • 19 Mar 2014
  • Research & Ideas

A Brand Manager’s Guide to Losing Control

practice." The hypocrisy issue is especially challenging for parent companies of multiple brands. Fournier and Avery cite the Dove Campaign for Real Beauty, Unilever's marketing effort focused on encouraging women to embrace their... View Details
Keywords: by Carmen Nobel; Advertising
  • 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
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  • Web

Global Opportunity Fellowship GO: AFRICA - Alumni

positions are ineligible for GO Fellowship awards: Part-time, term, temporary, contract or volunteer roles. A position with job responsibilities that are determined to be sectarian by the Review Committee. Political campaign work. Given... View Details
  • Web

Winners & Runners-Up | New Venture Competition

Care) Sidhant Jena, HBS Anshuman Sharma Ikaro Silva Social Enterprise Track Winner Provide remote cardiac diagnostic services in the emerging markets, which account for 80% of global cardiovascular disease burden. The Watt Campaign Luke... View Details