Publications
Publications
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(2,669)
- Faculty Publications (952)
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
- January 2011
- Supplement
BBC America Showreel, Fall 2007
By: John A. Quelch
HD-TV ad clips of Fall 2007 television show line up from BBC America. View Details
- January 2011
- Supplement
Interview with John Smith, CEO, BBC Worldwide
By: John A. Quelch
In an interview conducted by Professor John Quelch, Harvard Business School, October, 2007, BBC Worldwide CEO, John Smith, discusses formation of BBC Worldwide's Global Strategy Plans. View Details
- January 2011
- Supplement
John Smith, CEO BBC Worldwide, Remarks to AMP, October 2007
By: John A. Quelch
BBC Worldwide CEO, John Smith addresses AMP participants in October 2007. View Details
- January 2011 (Revised January 2015)
- Case
Matrix Capital Management (A)
By: Malcolm P. Baker and David Lane
Ben Balbale, a partner at hedge fund Matrix Capital, must decide whether to exit their investment in Rovi Corporation, a company with a diverse portfolio of patents used primarily for digital interactive guides. Rovi's shares are up over 50% from the time Balbale... View Details
- January 2011
- Supplement
Matrix Capital Management (B)
By: Malcolm P. Baker and David Lane
Ben Balbale, a partner at hedge fund Matrix Capital, must decide whether to exit their investment in Rovi Corporation, a company with a diverse portfolio of patents used primarily for digital interactive guides. Rovi's shares are up over 50% from the time Balbale... View Details
- January 2011
- Supplement
Matrix Capital Management (C)
By: Malcolm P. Baker and David Lane
Ben Balbale, a partner at hedge fund Matrix Capital, must decide whether to exit their investment in Rovi Corporation, a company with a diverse portfolio of patents used primarily for digital interactive guides. Rovi's shares are up over 50% from the time Balbale... View Details
- January 2011 (Revised January 2014)
- Case
Rebranding Gallagher
By: Rohit Deshpande and Keith Chi-ho Wong
Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand... View Details
- January 2011 (Revised January 2011)
- Case
Marvel Enterprises, Inc. (Abridged)
By: Anita Elberse
The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details
- January 2011
- Case
AIC Netbooks: Optimizing Product Assembly
By: Steven C. Wheelwright and Sunru Yong
AIC Systems, located in Taichung, Taiwan, is a manufacturer of printed circuit boards, primarily for motherboards and video cards for personal computers. The firm is considered an original design manufacturer (ODM) and takes an active role in innovating and designing... View Details
- 2011
- White Paper
Brands Are People Too! Harnessing the Power of Brand Warmth and Competence
By: Chris Malone, Jill Avery and S. T. Fiske
Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in... View Details
- 2011
- Chapter
Consumers' Relationships with Brands
By: Susan Fournier and Jill Avery
This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's... View Details
- December 2010
- Compilation
VCPE Strategy Vignettes I
By: Josh Lerner, G. Felda Hardymon, Matthew Rhodes-Kropf, Ann Leamon and Lisa Strope
These three vignettes present various issues around the strategy and management of venture capital and private equity firms. In one, the general partners must decide whether to invest in an intriguing opportunity that lies outside the firm's carefully developed... View Details
- December 2010
- Compilation
VCPE Strategy Vignettes II
By: Josh Lerner, G. Felda Hardymon, Matthew Rhodes-Kropf, Ann Leamon and Lisa Strope
These three vignettes present various issues around the strategy and management of venture capital and private equity firms. In one, a senior partner must decide how to manage an over-extended colleague and how to reduce the risk of the firm's portfolio; the second... View Details
- December 2010
- Case
Digital Divide
By: Sunil Gupta
In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
- December 2010 (Revised November 2014)
- Case
Steven Carpenter at Cake Financial
By: Thomas R. Eisenmann and Alison Berkley Wagonfeld
After investing $9 million of venture capital, Cake Financial had failed to reach critical mass. In early 2010 Cake's assets were sold and the company was dissolved. Founded in 2006, the San Francisco-based Internet company allowed users to monitor their investments... View Details
- December 2010
- Article
Why You Aren't Buying Venezuelan Chocolate
By: Rohit Deshpandé
The article discusses the "provenance paradox," wherein consumers are unwilling to buy high-quality products from regions not commonly associated with excellence in certain product categories. Venezuelan chocolate maker Chocolates El Rey does little international... View Details
- November 2010
- Case
Morgan Asset Management
By: Boris Groysberg, Paul M. Healy and Sarah Abbott
It is 2010 and Guillermo Araoz, the equity research director at Morgan Asset Management (MAM), is considering his research budget for the year. Due to recent declines in the equity markets and MAM's sale of its mutual funds business, MAM has seen a decline in its... View Details
- November 2010 (Revised February 2013)
- Case
Cresud S.A., Farmer or Real Estate Developer?
By: Ray Goldberg, Arthur I Segel, Gustavo Herrero and Andrew Terris
Alejandro Elsztain, CEO of Cresud S.A., is faced with the difficult choice of whether to sell, develop, or continue to hold the 151,000 hectares of remaining undeveloped farmland at the company's Los Pozos farm in Argentina. Developing the land will further expose... View Details
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry