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    • All HBS Web  (3,063)
      • Faculty Publications  (772)

      Communication StrategyRemove Communication Strategy →

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      • July 2007 (Revised November 2009)
      • Case

      Greenpeace

      By: Ramon Casadesus-Masanell and Jordan Mitchell
      Nearly all environmental organizations have a similar aim: to stop the degradation of the natural environment. However, the strategies which environmental organizations choose to employ are sometimes starkly different. Compares the models of two dissimilar... View Details
      Keywords: Business Model; Business and Community Relations; Business and Government Relations; Environmental Sustainability; Non-Governmental Organizations; Business Strategy
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      Casadesus-Masanell, Ramon, and Jordan Mitchell. "Greenpeace." Harvard Business School Case 708-418, July 2007. (Revised November 2009.)
      • July 2007 (Revised November 2009)
      • Case

      World Wildlife Fund for Nature (WWF)

      By: Ramon Casadesus-Masanell and Jordan Mitchell
      Nearly all environmental organizations have a similar aim: to stop the degradation of the natural environment. However, the strategies which environmental organizations choose to employ are sometimes starkly different. Compares the models of two dissimilar... View Details
      Keywords: Business Model; Business and Community Relations; Business and Government Relations; Environmental Sustainability; Non-Governmental Organizations; Business Strategy
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      Casadesus-Masanell, Ramon, and Jordan Mitchell. "World Wildlife Fund for Nature (WWF)." Harvard Business School Case 708-417, July 2007. (Revised November 2009.)
      • June 2007 (Revised December 2008)
      • Case

      Marie Trellu-Kane at Unis-Cite

      By: Michel Anteby, Julie Battilana and Anne-Claire Pache
      Marie Trellu-Kane is trying to decide how Unis-Cite should respond to French President Jacques Chirac's announcement in 2005 of a new national voluntary civil service program. Since 1994, Trellu-Kane and her co-founders had been creating and overseeing a civil service... View Details
      Keywords: Growth and Development Strategy; Organizational Design; Business and Community Relations; Business and Government Relations; Social Enterprise; Paris
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      Anteby, Michel, Julie Battilana, and Anne-Claire Pache. "Marie Trellu-Kane at Unis-Cite." Harvard Business School Case 407-106, June 2007. (Revised December 2008.)
      • March 2007 (Revised March 2009)
      • Case

      Cherrypicks

      By: William R. Kerr
      Cherrypicks is a Hong Kong communications start-up approaching a large Korean mobile operator for a partnership to take the operator's products to markets outside of Korea. SK Telecom's (SKT) Ring Back Tones (RBT) product is a spectacular success in South Korea, but... View Details
      Keywords: Business Model; Business Startups; Communication Strategy; Entrepreneurship; Partners and Partnerships; Communications Industry; China; Hong Kong; South Korea
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      Kerr, William R. "Cherrypicks." Harvard Business School Case 807-106, March 2007. (Revised March 2009.)
      • January 2007 (Revised January 2008)
      • Case

      Amanco: Developing the Sustainability Scorecard

      By: Robert S. Kaplan and Ricardo Reisen de Pinho
      Describes the challenges of using the Balanced Scorecard to implement a triple-bottom-line strategy for delivering excellent economic, environmental, and social performance. The owners and senior executive team of Amanco, a producer of plastic pipe and complete water... View Details
      Keywords: Balanced Scorecard; Measurement and Metrics; Corporate Social Responsibility and Impact; Environmental Sustainability; Social Issues; Strategy; Construction Industry; Industrial Products Industry; Latin America; Brazil
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      Kaplan, Robert S., and Ricardo Reisen de Pinho. "Amanco: Developing the Sustainability Scorecard." Harvard Business School Case 107-038, January 2007. (Revised January 2008.)
      • January 2007 (Revised January 2008)
      • Case

      Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

      By: John A. Quelch
      Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details
      Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry
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      Quelch, John A., and Laura Winig. Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign. Harvard Business School Case 507-005, January 2007. (Revised January 2008.)
      • December 2006 (Revised January 2008)
      • Case

      ViaGen: Revolutionizing the Livestock Industry

      By: David E. Bell, Reed Martin and Mary L. Shelman
      ViaGen has invested heavily to develop cloning technology for the livestock industry. Cloning has the potential to significantly improve the genetics of livestock, leading to higher quality meat, healthier animals, and more efficient production. Since 2003, the firm... View Details
      Keywords: Animal-Based Agribusiness; Business Plan; Governing Rules, Regulations, and Reforms; Marketing Communications; Industry Structures; Business and Government Relations; Genetics; Commercialization; Agriculture and Agribusiness Industry; Biotechnology Industry
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      Bell, David E., Reed Martin, and Mary L. Shelman. "ViaGen: Revolutionizing the Livestock Industry." Harvard Business School Case 507-021, December 2006. (Revised January 2008.)
      • November 2006
      • Background Note

      Technical Game Theory Note #6: Multiple-Round Games and Reputations

      By: Dennis A. Yao
      Provides a game theory-based interpretation of reputations and reputation building. View Details
      Keywords: Game Theory; Mathematical Methods; Games, Gaming, and Gambling; Reputation; Debates; Strategy; Performance Consistency; Performance Improvement; Strategic Planning; Education Industry
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      Yao, Dennis A. "Technical Game Theory Note #6: Multiple-Round Games and Reputations." Harvard Business School Background Note 707-488, November 2006.
      • November 2006
      • Case

      Organics: Coming Center Stage?

      By: James E. Austin and Reed Martin
      The organics movement has certainly come a long way. From hippie farming communes and a scattering of natural food stores in the 1960s, organics outgrew its origins as a counterculture curiosity of the 1970s to become the fastest growing segment of the food industry in... View Details
      Keywords: Food; Supply and Industry; Consumer Behavior; Competitive Advantage; Competitive Strategy; Food and Beverage Industry; United States
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      Austin, James E., and Reed Martin. "Organics: Coming Center Stage?" Harvard Business School Case 907-405, November 2006.
      • October 2006 (Revised November 2006)
      • Case

      Integrated Packaging Corporation: Struggling to Do the Right Thing (A)

      By: Herman B. Leonard and Orson Watson
      As a child, Al Fuller had seen his working-class, African-American neighborhood disintegrate as factory jobs moved away. He resolved to help inner-city communities do better when he grew up. Some years later, as an accomplished university graduate with several years... View Details
      Keywords: Business and Community Relations; Corporate Entrepreneurship; Social Issues; Factories, Labs, and Plants; Strategy; Management Style; Pulp and Paper Industry; Manufacturing Industry
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      Leonard, Herman B., and Orson Watson. "Integrated Packaging Corporation: Struggling to Do the Right Thing (A)." Harvard Business School Case 307-064, October 2006. (Revised November 2006.)
      • September 2006 (Revised July 2009)
      • Case

      BzzAgent, Inc. - 2005

      By: William A. Sahlman and Caroline Perkins
      Describes a set of financing issues confronting a rapidly growing company that uses "Word-of-Mouth" marketing techniques in promoting research, new products, or services. The company proposes to set the terms for a new round of venture capital it needs and to have... View Details
      Keywords: Venture Capital; Investment; Marketing Communications; Marketing Strategy; Value
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      Sahlman, William A., and Caroline Perkins. "BzzAgent, Inc. - 2005." Harvard Business School Case 807-057, September 2006. (Revised July 2009.)
      • September 2006 (Revised July 2012)
      • Case

      PSI India—Will Balbir Pasha Help Fight AIDS? (A)

      By: Elie Ofek and Peter Wickersham
      In 2002, Population Services International (PSI) was committed to curbing the growing HIV/AIDS epidemic in India. Sanjay Chaganti, program director of HIV/AIDS at PSI India, has to decide on the best communication strategy to achieve this goal. Up to this date most... View Details
      Keywords: Advertising Campaigns; Communication Strategy; Health Disorders; Marketing Communications; Social Marketing; Social Enterprise; India
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      Ofek, Elie, and Peter Wickersham. "PSI India—Will Balbir Pasha Help Fight AIDS? (A)." Harvard Business School Case 507-032, September 2006. (Revised July 2012.)
      • September 2006 (Revised December 2007)
      • Case

      Go Red For Women: Raising Heart Health Awareness

      By: V. Kasturi Rangan and Marie Bell
      In 2003, the $654 million American Heart Association (AHA) approached Cone, Inc. (a brand and communications agency) to develop a corporate sponsorship strategy that would raise $75 million over three years. Within 12 months, the AHA launched the highly successful Go... View Details
      Keywords: Philanthropy and Charitable Giving; Marketing Communications; Social Marketing; Nonprofit Organizations; Social and Collaborative Networks
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      Rangan, V. Kasturi, and Marie Bell. "Go Red For Women: Raising Heart Health Awareness." Harvard Business School Case 507-026, September 2006. (Revised December 2007.)
      • September 2006 (Revised September 2007)
      • Case

      VMware, Inc. (A)

      By: David B. Yoffie, Ward Bullard, Nikhil Raj and Suja Vaidyanathan
      VMware, Inc., the first company to crack the software virtualization market, faces new challenges from competitors' plans to bundle free virtualization solutions in operating systems. VMware, acquired by data storage giant EMC Corp. in 2003, has delivered top-line... View Details
      Keywords: Technological Innovation; Growth and Development Strategy; Market Entry and Exit; Open Source Distribution; Competition
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      Yoffie, David B., Ward Bullard, Nikhil Raj, and Suja Vaidyanathan. "VMware, Inc. (A)." Harvard Business School Case 707-013, September 2006. (Revised September 2007.)
      • September 2006 (Revised May 2008)
      • Supplement

      Corporate Responsibility & Community Engagement at the Tintaya Copper Mine (B)

      By: V. Kasturi Rangan, Brooke Barton and Ezequiel Reficco
      Engaging local stakeholders and building strong relations has become a strategic imperative for multinational firms in the often politically charged mining, oil, and gas sectors. For BHP Billiton, the world's second largest mining company, its Tintaya copper mine in... View Details
      Keywords: Corporate Social Responsibility and Impact; Mining Industry
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      Rangan, V. Kasturi, Brooke Barton, and Ezequiel Reficco. "Corporate Responsibility & Community Engagement at the Tintaya Copper Mine (B)." Harvard Business School Supplement 507-030, September 2006. (Revised May 2008.)
      • September 2006
      • Supplement

      Brainard, Bennis & Farrell (B)

      By: Joseph L. Bower
      Brainard, Bennis and Farrel is a short case designed to explore the challenge of establishing appropriate compensation from a general management/CEO perspective. Brainard (B) is a one-page handout that is designed to show how an already difficult problem is made more... View Details
      Keywords: Interpersonal Communication; Compensation and Benefits; Executive Compensation; Relationships; Strategy
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      Bower, Joseph L. "Brainard, Bennis & Farrell (B)." Harvard Business School Supplement 307-053, September 2006.
      • July 2006 (Revised March 2008)
      • Case

      Changan Automobile Co., Ltd.

      By: Dennis Campbell and Donglin Xia
      Chairman Yin Jiaxu must communicate that the company's extraordinary reported performance in 2002 reflects Changan's unique strategy within the competitive dynamics of China's automobile industry. Changan's 2002 annual report demonstrated an extraordinary level of... View Details
      Keywords: Financial Reporting; Ethics; Corporate Disclosure; Media; Business and Shareholder Relations; Auto Industry; China
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      Campbell, Dennis, and Donglin Xia. "Changan Automobile Co., Ltd." Harvard Business School Case 107-006, July 2006. (Revised March 2008.)
      • May 2006 (Revised May 2009)
      • Case

      De Beers: Addressing the New Competitiveness Challenges

      By: Michael E. Porter, Sonia D. Marciano and Alyson Warhurst
      Traces the development of De Beers and the diamond industry from its inception in the mid-1800s to the year 2000. Discusses De Beer's history and strategy as the industry leader and its role in industry development. Enables deep examination of the interdependence of... View Details
      Keywords: History; Strategy; Geographic Location; Conflict Management; Corporate Social Responsibility and Impact; Business and Community Relations; Developing Countries and Economies; Mining Industry
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      Porter, Michael E., Sonia D. Marciano, and Alyson Warhurst. "De Beers: Addressing the New Competitiveness Challenges." Harvard Business School Case 706-501, May 2006. (Revised May 2009.)
      • May 2006 (Revised November 2006)
      • Case

      China: To Float or Not To Float? (F)- Alcatel and Strong Chinese Competition

      By: Laura Alfaro, Rafael M. Di Tella and Ingrid Vogel
      The Chinese operations of Alcatel, a global communications solution provider based in France, were faced with strong local competition and a difficult market. It remained unclear how Alcatel would be able to recover growth in the Chinese market. Initiatives were... View Details
      Keywords: Currency Exchange Rate; International Relations; Growth and Development Strategy; Research and Development; Competitive Strategy; Horizontal Integration; Communications Industry; China; France; United States
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      Alfaro, Laura, Rafael M. Di Tella, and Ingrid Vogel. "China: To Float or Not To Float? (F)- Alcatel and Strong Chinese Competition." Harvard Business School Case 706-036, May 2006. (Revised November 2006.)
      • April 2006 (Revised March 2007)
      • Case

      PayPal Merchant Services

      By: Thomas R. Eisenmann and Lauren Barley
      In early 2006, PayPal management is deciding how to respond to Google's entry into online payments. PayPal, owned by eBay, has targeted online merchants outside eBay's auction community for its next wave of expansion. Google represents a potential threat to PayPal's... View Details
      Keywords: Internet and the Web; Competition; Expansion; Service Operations; Auctions; Web Services Industry; Service Industry
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      Eisenmann, Thomas R., and Lauren Barley. "PayPal Merchant Services." Harvard Business School Case 806-188, April 2006. (Revised March 2007.)
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