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  • April 2011
  • Teaching Note

Neck & Neck: Leveraging the Club Neck Information (TN)

Teaching Note for 111112. View Details
Keywords: Budgets and Budgeting; Knowledge Use and Leverage; Profit; Planning; Advertising Campaigns; Mathematical Methods; Apparel and Accessories Industry; Retail Industry
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  • 06 Apr 2009
  • Research & Ideas

Cheers to the American Consumer

needs, design new products to solve customer problems, and motivate purchase through attractive pricing and heavy advertising, with the occasional dose of built-in obsolescence. An example is Intel's remarkably effective pull advertising View Details
Keywords: by John Quelch
  • 03 May 2011
  • First Look

First Look: May 3

BertiniHarvard Business School Case 511-108 Barceló Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion.... View Details
Keywords: Sean Silverthorne
  • 07 Apr 2009
  • First Look

First Look: April 7, 2009

for tactical purposes, such as promotional campaigns. Its management team is thinking about how to incorporate that information to the budgeting (profit-planning) process. From an analytical standpoint the case looks at the surprising results of a mailing View Details
Keywords: Martha Lagace
  • 31 Mar 2009
  • First Look

First Look: March 31, 2009

and Sugata Roychowdhury Abstract We examine the accrual choices of outsourcing firms with links to U.S. congressional candidates during the 2004 elections, when corporate outsourcing was a major campaign issue. We find that politically... View Details
Keywords: Martha Lagace
  • 12 Apr 2010
  • Research & Ideas

One Report: Better Strategy through Integrated Reporting

integrated report for 2008. Of course, One Report is not a panacea or silver bullet solution to making sustainability more than a public relations campaign or resolving the complex issues regarding improving corporate disclosure for all... View Details
Keywords: by Martha Lagace
  • 11 Feb 2008
  • Research & Ideas

Does Democracy Need a Marketing Manager?

campaign tactics they drop out. There are structural reasons why we have arrived at this state of affairs, including "winner-takes-all" elections, a two-party system that offers limited choice, and the system of View Details
Keywords: by Sean Silverthorne
  • 19 Jan 2011
  • First Look

First Look: Jan. 18

was produced) into palm oil plantations. Critics had intensified their campaigns in recent years, urging—at times successfully—packaged food makers and investors to boycott palm oil suppliers accused of environmental mismanagement. While... View Details
Keywords: Sean Silverthorne
  • 11 Nov 2013
  • Research & Ideas

A Smarter Way to Reduce Customer Defections

estimated likelihood that they will flee and then offering incentives to a core group of customers at the top of the churn ranking. Gupta says these traditional methods are flawed. The two steps are not set up to maximize bottom-line profit of the retention View Details
Keywords: by Dina Gerdeman; Retail; Service
  • October 2016 (Revised April 2018)
  • Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
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  • 26 Jan 2016
  • First Look

January 26, 2016

control over canvassers' selection and behavior than is typical to most campaigns. This paper takes a different approach by assigning entire precincts to either a control group or a treatment group in a countrywide experiment during François Hollande's View Details
Keywords: Sean Silverthorne
  • September 1988 (Revised October 1992)
  • Case

Suzuki Samurai

By: John A. Quelch
Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details
Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Auto Industry; Japan; United States
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  • 24 Jul 2007
  • First Look

First Look: July 24, 2007

displace incumbents. Download the paper: http://www.hbs.edu/research/pdf/07-033.pdf Cases & Course Materials AFL-CIO: Office of Investment and Home Depot Harvard Business School Case 407-097 Describes the AFL-CIO: Office of Investments activities in their View Details
Keywords: Martha Lagace
  • 04 Jan 2012
  • First Look

First Look: January 4

maximize joint industry profits. Download the paper: http://www.hbs.edu/research/pdf/12-045.pdf From Single Deals to Negotiation Campaigns Authors:David A. Lax and James K. Sebenius Abstract Negotiation scholars typically take the... View Details
Keywords: Carmen Nobel
  • 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
  • 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
  • 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
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  • 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

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