Underdog Brand Building - Publications - Faculty & Research

25 Feb 2020
News

Task Force

world following China’s path. “It was an incredibly powerful wave that I wanted to ride—to build a digital business that would help people in emerging markets use their smartphones to connect to markets and improve their quality of life,”... View Details

Keywords: Julia Hanna; gig economy; Retail Trade

05 Feb 2019
News

The First Five Years: Karan Shah (MBA 2016)

I cherish and enjoy! My job involves bringing in new customers, retaining and growing business with current customers, leading new projects, developing new products, spearheading new technology drives, meeting investors and stakeholders, View Details

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Faculty - Race, Gender & Equity

at Harvard Business School. She is a respected authority on branding and brand management, customer... Julie Battilana Joseph C. Wilson Professor of Business Administration Julie Battilana is the Joseph C.... View Details

06 Sep 2022
Blog Post

To Go-Go: A Foodtech Startup Serves Up Scale in Latin America

inherent to conventional restos by dealing strictly in virtual brands that rely on “ghost” or “cloud” kitchens, that is, standalone cooking facilities that lack physical dining spaces and serve customers exclusively through delivery apps.... View Details

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Frequently Asked Questions | HBS Online

competitive advantage, and learn how to build and manage their brand to stay ahead. Design Thinking and Innovation Could you tell me a little more about the AI Course Assistant chat bot? You can think of the... View Details

22 Jan 2016
Blog Post

Case Protagonists at HBS

to shareholders or build a business (or any other business-related situation). Those leaders are called case protagonists, and they could be CEOs, Presidents, board members, analysts, you name it. How often do case protagonists visit... View Details

25 Oct 2022
Research & Ideas

Is Baseball Ready to Compete for the Next Generation of Fans?

Richard P. Chapman Professor of Business Administration, Emeritus, at Harvard Business School, studies brand marketing and communications. Greyser pioneered the academic study of the business of sports, and helped develop the first sports... View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Media & Broadcasting; Sports

Web

In the News - Creating Emerging Markets

transcended the boundaries of her industry in terms of her social impact” by using – and in doing so risking – her status as an actress in order to fight for change. Working Knowledge A Dedication to Creation: India's Ad Man Ranjan Kapur How do you View Details

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Courses by Faculty Unit - Course Catalog

Spring 2026 Q3 1.5 Entrepreneurial Sales 101: Founder Selling Mark Roberge Lou Shipley Fall 2025 Q2 1.5 Mark Roberge Lou Shipley DJ DiDonna Spring 2026 Q3 1.5 Entrepreneurial Sales 102: Building the First Sales Team Lou Shipley Spring... View Details

22 Feb 2022
News

Breaking News

for—titles and papers, revenue mix, staff strength, audience strength, and brand strengths—to be able to identify promising opportunities. “And at the intersection between the two—impact and investment—our aspiration is to View Details

Keywords: Jen McFarland Flint; illustration by Dana Smith; News, Library, Internet, and Other Services; Information

04 Feb 2022
Blog Post

Learning from the Entrepreneurs-in-Residence as a Harvard MS/MBA Student

positioned to tackle the challenges that come with building a company. During my conversation with Stacey Boyd I learned about the importance of storytelling. Olivela is a luxury brand that embodies... View Details

01 Oct 1998
News

Dinh Thi Hoa: Up from the Ashes of War

her first year out of HBS working as the Oil of Olay brand manager for Procter & Gamble (P & G) in Bangkok, Hoa returned to Hanoi to found Galaxy. With clients such as P&G, Motorola, and Boeing, she has established a foothold in one of... View Details

Keywords: Dun Gifford, Jr. (MBA 1992)

06 Feb 2023
Blog Post

African American Student Union Spotlight on HBCUs

Before HBS, I worked in tech as a Product Marketing Manager on the YouTube Ads Marketing and Google for Startup teams. I also interned as a summer Investment Analyst at Obvious Ventures, an early-stage venture firm, where I focused on consumer View Details

11 Mar 2021
News

Leading with Heart

Subscribe on iTunes Subscribe on Spotify More Skydeck episodes Niren Chaudhary (AMP 191, 2016) has spent most of his career in restaurants, working in leadership positions at Yum! Brands and Krispy Kreme Doughnuts before becoming the CEO... View Details

February 2017
Supplement

JCDecaux, 2016: Global Leader ... Again

By: John R. Wells and Gabriel Ellsworth

In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated by Clear Channel from the number-one spot that it had held for decades, and it was fighting for second place... View Details

Keywords: JCDecaux; Clear Channel Outdoor; OUTFRONT Media; Lamar Advertising Company; Jean-François Decaux; Jean-Charles Decaux; Outdoor Advertising; Street Furniture; Airports; Billboards; Bicycles; Digital Devices; Digital Marketing; Bidding; Advertising; Advertising Campaigns; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Model; Business Organization; Family Business; For-Profit Firms; Joint Ventures; Design; Price; Profit; Revenue; Geographic Location; Geographic Scope; Global Range; Globalization; Global Strategy; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Government Legislation; Business History; Human Resources; Laws and Statutes; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Demand and Consumers; Supply and Industry; Operations; Distribution; Infrastructure; Logistics; Product; Product Design; Production; Organizational Structure; Property; Public Ownership; Renting or Rental; Problems and Challenges; Business and Community Relations; Business and Government Relations; Family and Family Relationships; Sales; Situation or Environment; Luxury; Strategy; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Consolidation; Corporate Strategy; Customization and Personalization; Expansion; Segmentation; Mobile Technology; Wireless Technology; Air Transportation; Bicycle Transportation; Rail Transportation; Transportation Networks; Advertising Industry; France; Paris

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11 Feb 2020
Sharpening Your Skills

10 Rules Entrepreneurs Need to Know Before Adopting AI

companies to build generic solutions for customers across industries. But for challengers, the more they can focus on solving core business problems, the more successful they will be. They can understand customer needs deeply and... View Details

Keywords: by Rocio Wu

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Rare Disease Day – Small Numbers, Big Challenges… and Big Opportunities - Blog: Health Supplement

evaluating and launching new solutions in Subscription SaaS, Marketplace and Consumer spaces. She has passion for building zero to one, having also incubated a couple companies over the years – a real estate tech company with NYC-based... View Details

21 Nov 2015
HBS Case

HBS Cases: Stella McCartney Combines High Fashion with Environmental Values

what is it? A: There are three main messages that I wanted to convey in the class. The first one was is that it is possible to be profitable, commercially successful, and build a prestigious and desirable View Details

Keywords: by Brian Kenny; Fashion

01 Aug 1998
News

High Honors

Associated Press, he spent 43 years building Norfolk, VirginiaÐbased Landmark Communications, Inc. (and its earlier incarnations), from an $8 million family business to a multimedia enterprise with close to five thousand employees.... View Details

01 Dec 2022
News

Full Court Press

private equity firm, offered both funding and expertise on scaling businesses in Africa. For NBA Africa, scaling requires building local, on-the-ground relationships, region by region. For NBA Africa, scaling requires View Details

Keywords: Dan Morrell

Publications