Alcoholic Beverages - Publications - Faculty & Research

29 Jan 2013
Research & Ideas

Creating the Perfect Super Bowl Ad

unobtrusive and provide a more natural out-of-lab environment, Teixeira says. Also, participants were allowed to skip through commercials they didn't want to watch. They viewed ads in three product categories: confectionary (Skittles, Snickers, M&Ms, and others),... View Details

Keywords: by Kim Girard; Advertising; Media & Broadcasting

19 Nov 2014
HBS Case

Marketing Marijuana

brand of pot, that is probably a long way off. As long as marijuana sales remain illegal on a federal level and in all but a handful of states, large cigarette and alcohol companies will probably stay clear of the risk—at least until a... View Details

Keywords: by Michael Blanding; Food & Beverage

23 May 2017
First Look

First Look at New Ideas and Research: May 23, 2017

alcoholic beverage to a sophisticated natural product and fine accompaniment for gourmet food. By creating wine as a symbol of social status, the reimagined wine industry became a reinforcer of social and... View Details

Keywords: Carmen Nobel

18 Aug 2009
First Look

First Look: August 18

metrics. Purchase this case: http://cb.hbsp.harvard.edu/cb/product/610012-PDF-ENG VeeV on the Rocks? Harvard Business School Case 410-006 Three pressing challenges (equity split, extent of commitment to social responsibility, and product discoloration) confront VeeV,... View Details

Keywords: Martha Lagace

08 Nov 2016
First Look

November 8, 2016

prohibiting marketing and restricting the places and times at which alcoholic beverages could be sold. Diageo’s Mey Icki investment in 2011 was the company’s biggest acquisition in more than a decade. Having... View Details

Keywords: Sean Silverthorne

Publications