Publications

26 Mar 2013
First Look

First Look: March 26

Publications International Marketing Review Achievement Motivation, Strategic Orientations and Business Performance in Entrepreneurial Firms: How Different Are Japanese and American Founders? By: Deshpandé, Rohit, Amir Grinstein, Elie... View Details

Keywords: Sean Silverthorne

2013
Article

Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?

By: Thales S. Teixeira and Horst Stipp

Humor and other entertaining content, as opposed to demonstrations of product features and "selling," are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore how marketers can... View Details

Keywords: Advertising Content; Entertainment; Face Perception; Advertising; Digital Marketing; Television Entertainment; Food and Beverage Industry; Food and Beverage Industry

Find at Harvard

01 Dec 2023
News

Wide Horizon

There were three critical events that led John Rodakis (MBA 1997) to form the nonprofit N of One in 2014 and ultimately dedicate his life to surfacing breakthrough autism research. The first occurred on Thanksgiving of 2012. He had driven about four hours with his wife... View Details

Keywords: Dan Morrell; Photos by Sarah Wilson

16 Jul 2007
Research & Ideas

Understanding the ‘Want’ vs. ’Should’ Decision

desires (e.g., spending instead of saving money, eating junk food instead of health food). The should-self, on the other hand, prefers to behave in a way that will maximize long-run benefits. If left to its own devices, the should-self... View Details

Keywords: by Sarah Jane Gilbert; Retail; Entertainment & Recreation

Web

Human Behavior & Decision-Making - Faculty & Research

Decisions ; Food ; Product Marketing ; Product Positioning ; Product Launch ; Problems and Challenges ; Behavior ; Competitive Advantage ; Customization and Personalization ; Segmentation ; Internet and the... View Details

Web

Topics - HBS Working Knowledge

Financial Markets (22) Financial Reporting (7) Financial Statements (1) Financial Strategy (11) Financing and Loans (22) Food (12) For-Profit Firms (1) Forecasting and Prediction (26) Foreign Direct... View Details

Web

Finance - Faculty & Research

Article Expectations of Returns and Expected Returns By: Robin Greenwood and Andrei Shleifer We analyze time-series of investor expectations of future stock market returns from six data sources between 1963 and 2011. The six measures of... View Details

19 Dec 2023
Research & Ideas

15 Podcast Episodes That Grabbed Listeners in 2023

Global Sustainability Personal at Bühler The global food supply chain is a significant source of greenhouse gas emissions and other environmental challenges. Many companies avoid these issues or make token efforts to reduce their impact... View Details

Keywords: by Danielle Kost

November 1972 (Revised July 2023)
Case

Benihana of Tokyo

By: W. Earl Sasser

Discusses the development of a chain of "theme" restaurants. The student is asked to evaluate the current operating strategy and suggest a long-term expansion strategy. View Details

Keywords: Expansion; Business Strategy; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry

01 Mar 2024
News

Case Study: Testing the Waters

Illustration by Christina Spano Endurance training was nothing new to Lauren Picasso (MBA 2014), who’d raced through her younger years as a cross-country runner and swimmer. In 2017, when she was director of marketing at Jet.com and... View Details

Keywords: Jen McFarland Flint; Food and Beverage Stores; Food and Beverage Stores

September 2011 (Revised August 2013)
Case

The Pepsi Refresh Project: A Thirst for Change

By: Michael I. Norton and Jill Avery

In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details

Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry

25 Aug 2015
First Look

First Look Tuesday

monetary effect of athletic success to many academic institutions in the United States. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=49494 Forthcoming IMF Economic Review An Evaluation of Money Market Fund Reform... View Details

21 Feb 2018
Research & Ideas

When a Competitor Abandons the Market, Should You Advance or Retreat?

test results, changing market conditions, deteriorating financials of the host company, or escalating project costs. Krieger chose to focus on drug development, in part, because in the United States companies follow a well-defined,... View Details

Keywords: by Rachel Layne; Pharmaceutical; Health

14 Jan 2019
Op-Ed

These 4 CEOs Created a New Standard of Leadership

how food and beverages were impacting consumer health. In early 2007, she launched PepsiCo’s new mission, “Performance with Purpose.” She committed to reduce the sugar and sodium in PepsiCo’s core snacks and sodas, which generated most of... View Details

Keywords: by Bill George; Food & Beverage; Food & Beverage; Food & Beverage; Food & Beverage

February 2018
Case

Wiikano Orchards

By: Benson P. Shapiro and Katherine B. Hartman

Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to... View Details

Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry