Publications

Find at Harvard

10 Mar 2009
News

Why CMOs Are Gaining Ground in the Recession

30 Sep 2022
Blog Post

Latina Women in Leadership: Jacqueline Burgos (MBA 2014)

works at Google in their Go-to-Market organization supporting the largest media advertising agencies in the world. Tell us about your life before HBS. Before HBS, I worked at HBO as a New Media Analyst in their Financial Planning and... View Details

March 2016 (Revised May 2016)
Case

UFO Moviez—Gentle Disruption

By: Hong Luo, Felix Oberholzer-Gee and Saloni Chaturvedi

UFO Moviez is an Indian technology services provider that enables low-cost, digital delivery of films to cinemas. UFO’s satellite-based technology enables a significantly wider release of films compared to traditional analog prints and standard, higher-resolution... View Details

Keywords: Film Entertainment; Information Technology; Distribution; Disruption; Growth and Development Strategy; Technology Industry; Motion Pictures and Video Industry; India

14 May 2013
Blog Post

Exploring new opportunities at HBS

On our first official day here at HBS, I looked around at my classmates, all dressed in our finest business formal, and all I could think was, “Toto, we definitely aren’t at a tech startup anymore.” Before coming to HBS, I had spent the last 2.5 years as an analyst at... View Details

Keywords: Technology

2008
Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details

Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions

Find at Harvard

News

Big Sponsors May Find It Hard To Break Up With The NFL

19 Sep 2013
News

Q & A with Professor John Deighton

18 Jun 2013
News

Megahit Marketing

January 2008 (Revised March 2009)
Case

Framedia (A) Abridged

By: Li Jin, Carliss Y. Baldwin, Li Liao, Huabing Li and Jielun Zhu

Examines an acquisition in the highly competitive outdoor media advertising industry in China in late 2005. The transaction leads to eventual consolidation of the whole industry and positive stock reactions. Discusses equity consideration in the context of an M&A... View Details

Keywords: Mergers and Acquisitions; Venture Capital; Equity; Private Equity; Corporate Governance; Emerging Markets; Organizations; Consolidation; Valuation; Advertising Industry; China

November 1997 (Revised December 1999)
Case

Cinemex

By: James L. Heskett

The founders of Cinemex, the largest capitalized venture start-up in Mexican history, are debating several issues concerning the operations of their new chain of motion picture theatres in Mexico City. The first concerns whether some seats should be left unsold to... View Details

Keywords: Business Startups; Service Operations; Debates; Venture Capital; Customer Satisfaction; Advertising; Investment; Theater Entertainment; Entertainment and Recreation Industry; Mexico City

fall 2008
Article

Typosquatting: Unintended Adventures in Browsing

By: Benjamin Edelman

"Typosquatting" is the practice of registering domain names, identical to or confusingly similar to trademarks and famous names, in hopes that users will accidentally request these sites—whereupon they will receive, typically, advertisements. This piece presents the... View Details

Keywords: Web; Advertising; Business Model; Lawsuits and Litigation; Profit; Practice

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

continue to assess accurately the risk profile of each local customer seeking a loan. As advertising for PNC Bank states: "Now more than ever responsible lending is everything." When consumers are uncertain, they need to have... View Details

Keywords: by John Quelch; Banking; Financial Services

December 2009 (Revised October 2015)
Case

Diamond Foods

By: David E. Bell and Mary Louise Shelman

CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built... View Details

Keywords: Agribusiness; Business Model; Customer Focus and Relationships; Leadership; Marketing Strategy; Consumer Behavior; Organizational Change and Adaptation; Cooperative Ownership; Agriculture and Agribusiness Industry; Retail Industry; United States

October 1989
Case

Federal Express: The Money Back Guarantee (A)

Discusses a large overnight express company, which guarantees its service, and which has created a major headache for one of its customers. The problem exposes deficiencies in its service and in the guarantee it has advertised heavily. A formal complaint is made to the... View Details

Keywords: Service Delivery; Crisis Management; Service Industry; Shipping Industry

June 2011 (Revised May 2012)
Case

Procter & Gamble: Marketing Capabilities

By: Rebecca M. Henderson and Ryan Johnson

P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details

Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry

September 1998 (Revised May 1999)
Case

Arnold Communications

By: Teresa M. Amabile and Jeremiah Weinstock

The new owner and CEO of Arnold Advertising, a relatively small regional agency, aims to build it into Arnold Communications--a much larger, stronger firm competing successfully for national accounts. As part of this growth strategy, the agency develops a process for... View Details

Keywords: Management Practices and Processes; Creativity; Entrepreneurship; Advertising; Business Processes; Brands and Branding; Growth and Development Strategy; Advertising Industry

November 2017 (Revised December 2019)
Case

Redfin: Redefine Real Estate

By: Hong Luo and Huafeng Yu

Founded in 2004, Redfin envisioned a light-touch model in which clients self-served using the digital platform in exchange for a significantly lower fee than traditional agents. Realizing the narrow appeal of its initial model, Redfin had made significant changes to... View Details

Keywords: Adaptation; Growth and Development Strategy; Decision Choices and Conditions; Real Estate Industry; North America

April 1990 (Revised May 1997)
Case

Lowe's

By: Walter J. Salmon

Lowe's chain of 306 stores was anticipating fierce competition from their major market rival, Home Depot. As they reformulated the size of their new prototype stores and the mix of their merchandise, what would be the ultimate format? What impact would it have on their... View Details

Keywords: Advertising; Buildings and Facilities; Markets; Service Delivery; Competition

May 1996
Case

China Internet Corporation: http://www.China.Com

Tells the story of the China Internet Corp. (CIC), which was founded to serve both businesses wishing to conduct electronic commerce within China and those intending to trade with companies within China. The company provides access and advertising to companies; it does... View Details

Keywords: Internet; Growth and Development Strategy; Web Services Industry; China