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Publications

Filter Results: (63) Arrow Down
Filter Results: (63) Arrow Down Arrow Up

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  • All HBS Web  (63)
    • News  (12)
    • Research  (49)
  • Faculty Publications  (26)

Show Results For

  • All HBS Web  (63)
    • News  (12)
    • Research  (49)
  • Faculty Publications  (26)
← Page 3 of 63 Results →
  • 10 May 2016
  • First Look

May 10, 2016

Urde, Mats, and Stephen A. Greyser Abstract—The purpose of this article is to explore corporate brand identity and... View Details
Keywords: Carmen Nobel
  • December 1992 (Revised October 1993)
  • Case

BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

By: Stephen A. Greyser and Wendy Smith Schille
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details
Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry
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Greyser, Stephen A., and Wendy Smith Schille. "BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself." Harvard Business School Case 593-046, December 1992. (Revised October 1993.)
  • June 1994 (Revised August 1994)
  • Case

Cunard Line Ltd.: Managing Integrated Marketing Communications

By: Stephen A. Greyser
Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry
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Greyser, Stephen A. "Cunard Line Ltd.: Managing Integrated Marketing Communications." Harvard Business School Case 594-046, June 1994. (Revised August 1994.)
  • August 1990
  • Case

NASA After Challenger: Restoring an Image

By: Stephen A. Greyser and Norman Klein
In the days following the loss of the space shuttle Challenger and its crew in January of 1986, NASA officials were unwilling to communicate with the media or the public. A siege mentality took hold, and the press and public responded with intense criticism and... View Details
Keywords: Communication Strategy; Policy; Business and Community Relations; Situation or Environment; Conflict Management
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Greyser, Stephen A., and Norman Klein. "NASA After Challenger: Restoring an Image." Harvard Business School Case 591-009, August 1990.
  • April 1990
  • Case

Perrier Recall: A Source of Trouble

By: Stephen A. Greyser and Norman Klein
When a laboratory discovered traces of the carcinogen benzene in bottles of Perrier, Group Perrier of America immediately announced a voluntary U.S. recall of all Perrier brand imported water. This case describes press coverage of the U.S. recall and the worldwide... View Details
Keywords: Crisis Management; Food and Beverage Industry
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Greyser, Stephen A., and Norman Klein. "Perrier Recall: A Source of Trouble." Harvard Business School Case 590-104, April 1990.
  • November 1991
  • Case

Magic Johnson: Endorsements ""After""...?

By: Stephen A. Greyser
On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details
Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Entertainment and Recreation Industry; Entertainment and Recreation Industry; Entertainment and Recreation Industry
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Greyser, Stephen A. Magic Johnson: Endorsements ""After""...? Harvard Business School Case 592-057, November 1991.
  • 04 Mar 2014
  • First Look

First Look: March 4

Vadim, and Stephen A. Greyser Abstract—Over the past two years, conference realignment has taken a front seat in the college sports landscape.... View Details
Keywords: Sean Silverthorne
  • July 2002
  • Case

Introducing ... The XFL!

By: Susan M. Fournier, Stephen A. Greyser and Seth Schulman
When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title... View Details
Keywords: Advertising; Forecasting and Prediction; Product Positioning; Consumer Behavior; Product Development; Culture; Commercialization
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Fournier, Susan M., Stephen A. Greyser, and Seth Schulman. "Introducing ... The XFL!" Harvard Business School Case 503-015, July 2002.
  • December 1998 (Revised August 2004)
  • Case

Major League Soccer--1996-1998: Now, Later...Never?

By: Stephen A. Greyser and Kirk A. Goldman
Major League Soccer (MLS) has entered the U.S. "big league" sports arena. This case reviews its first several years. Students must determine the basic business model of MLS in the context of changes in the fan acceptance of soccer in the United States. A comparison... View Details
Keywords: Business Model; Success; Performance Evaluation; Sports; Sports Industry; United States
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Greyser, Stephen A., and Kirk A. Goldman. "Major League Soccer--1996-1998: Now, Later...Never?" Harvard Business School Case 599-023, December 1998. (Revised August 2004.)
  • 01 Sep 2006
  • News

Marketing Giant Ted Levitt Remembered

it is a standard piece of the litany of management practice,” HBS professor emeritus Stephen A. Greyser told the Boston Globe. “He wanted to be lively, he wanted to be... View Details
Keywords: Business Schools & Computer & Management Training; Educational Services
  • 05 Jul 2016
  • First Look

July 5, 2016

More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors By: Lund, Ragnar, View Details
Keywords: Sean Silverthorne
  • 01 Feb 2002
  • News

The Harvard Clubs of Australia: Networking with a Cause

HBS professors emeriti Stephen A. Greyser and James L. Heskett, explores strategic concepts in areas such as mission, organizational structure... View Details
Keywords: Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools
  • 29 Sep 2015
  • First Look

September 29, 2015

as early as possible during EHR optimization. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=49754 2015 Journal of Product & Brand Management The Nobel Prize: The Identity of a Corporate Heritage Brand By: Urde, Mats, View Details
Keywords: Sean Silverthorne
  • 2014
  • Working Paper

The Nobel Prize: A 'Heritage-based' Brand-oriented Network

By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
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Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
  • 01 Sep 2003
  • News

The Levitt Brand

A consultant and professor with a Ph.D. in economics from Ohio State University, Ted Levitt had already published two articles in the Harvard Business Review when he joined the HBS faculty in 1959. One year later, observed HBS marketing... View Details
Keywords: Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools
  • 01 Jun 2006
  • News

Faculty Research Online

which athletes won and lost in Turin, but what about the companies and individuals looking for business gold? Professor Emeritus Stephen A. View Details
Keywords: Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools
  • 02 Sep 2014
  • First Look

First Look: September 2

with a discussion of practices that CSOs argue to accelerate the commitment of organizations to sustainability. Download working paper: https://www.hbs.edu/faculty/Pages/download.aspx?name=15-011.pdf The Nobel Prize: A 'Heritage-based' Brand-oriented Network By: Urde,... View Details
Keywords: Sean Silverthorne
  • 20 Oct 2015
  • First Look

October 20, 2015

Collaborative Marketing by a Global Financial Institution and a Major Art Museum By: Lund, Ragnar, and Stephen A.... View Details
Keywords: Sean Silverthorne
  • 01 Sep 2010
  • News

Head Games

legislation intended to protect the health of minors? The Bulletin first looked at the business of sports in 1998 with a cover story titled “Running Up the Score.” That article featured Stephen A. Greyser,... View Details
Keywords: Garry Emmons; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries
  • 21 Feb 2017
  • First Look

First Look at New Research: February 21

Art Museum By: Lund, Ragnar, and Stephen A. Greyser Abstract—This paper examines cultural sponsorship from a partnership perspective. It studies... View Details
Keywords: Carmen Nobel
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