Brand Communication - Publications - Faculty & Research

14 Feb 2017
First Look

First Look at New Research: February 14

areas, whereas midscale stores enter less populated, lower-income areas. We find positive causal brand effects for specific upscale and midscale stores, above and beyond market effects, but find negative causal View Details

Keywords: Sean Silverthorne

12 Nov 2008
Research & Ideas

The Marketing of a President

fundraising prowess was aided by his appreciation and use of all communications media, notably the Internet, to engage voters. Obama picked up where Howard Dean left off. He leveraged his website, the blogosphere, and even user-generated... View Details

Keywords: by John Quelch

10 Mar 2021
News

Action Plan: Brewing Awareness

“If you go into a community where people have never had spicy food before, you don’t hand them a really hot habanero pepper. That’s too overwhelming to be the gateway spice. The same thing applies to beer.” White Owl offers an Irish red... View Details

Keywords: Julia Hanna; beer; India; leadership; COVID-19; manufacturing; marketing; Beverage and Tobacco Product Manufacturing; Manufacturing

01 Jun 2013
News

Brick by Brick

he returned. The group focused on growth. LEGO building sets became increasingly complex. A line of LEGO-branded children's clothing debuted, and a division of the company pitched book, movie, and TV ideas. While the number of branded... View Details

Keywords: toys; Miscellaneous Store Retailers; Retail Trade

04 Sep 2019
News

Alumni and Faculty Books for September 2019

science’s greatest race amidst the chaos of World War I, and a love story as epic as the railways crossing Russia. Kellogg on Branding in a Hyper-Connected World edited by Alice Tybout and Tim Calkins (MBA 1991) Wiley Kellogg on View Details

May 1994 (Revised July 1995)
Case

Taco Bell--1994

By: Leonard A. Schlesinger

Taco Bell CEO, John Martin, boldly proclaims a growth goal of 200,000 points of access by the year 2000 (the company had approximately 3,600 in 1991). To realize such growth, Martin embraces a philosophy of continual change. The implications for Taco Bell are dramatic... View Details

Keywords: Information Technology; Food; Organizational Structure; Organizational Culture; Human Resources; Brands and Branding; Organizational Change and Adaptation; Goals and Objectives; Change Management; Expansion; Business Growth and Maturation; Communication; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States

Citation

Find at Harvard

01 Jun 2018
News

Ink: Alumni Books and Recommendations

introduction in the early ’90s of low-fat cookies and other healthier snack foods under the SnackWell’s brand for Nabisco. In the first year, SnackWell’s grew to a $400 million business. Store managers had such a difficult time keeping... View Details

01 Jun 2009
News

Entrepreneur’s Rwandan Start-Up Gets HBS Support

charity, to improving the well-being of communities in the developing world. SHE’s first spin-off venture addresses the widespread phenomenon of girls and women missing school or work when they are menstruating because they lack access to... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Social Assistance; Health, Social Assistance

06 Dec 2021
News

Monaco's Digital Transformation

Frédéric Genta, Minister for Digital Transformation for the principality of Monaco. Photo Courtesy Direction De La Communication When Frédéric Genta (MBA 2011) was appointed by HSH Prince Albert II of Monaco to serve as minister for... View Details

Keywords: Jennifer Gillespie

01 Mar 2015
News

Cracking Conferences

New York’s World Business Forum? Margaret Molloy (MBA 2000), frequent conference-goer and global chief marketing officer and head of business development at Siegel+Gale, a global strategic branding firm, has developed a few go-to... View Details

Keywords: Julia Hanna; Advertising, Public Relations, and Related Services; Professional Services

24 Sep 2020
Blog Post

Introducing the HBS Heartland Club

A first-generation college student, she attended Vanderbilt University where she majored in English Literature before heading down to Miami to work in Global Operations for Restaurant Brands International on the Burger King brand. Before... View Details

Profile

Justine Lelchuk

Philippines. There, she worked with the International Institute for Rural Reconstruction, counseling women in the fine points of business: "business plans, financial statements, how to work with local governments, plus rudimentary business and View Details

Web

Finalists | New Venture Competition

Hamish Gunasekara Catalog is a new-age commerce platform that helps fashion brands optimize their storefronts for AI shopping agents. Importrix Jamie Linsdell (MS/MBA 2026) Vineet Jammalamadaka (MS/MBA 2026) Kevin Mathew (MS/MBA 2026)... View Details

01 Oct 2000
News

Mario A. Corti: Global Reconnaissance

focuses on six worldwide corporate brands, including Nestlé, Nescafé, Nestea, Buitoni, Maggi, and Friskies, which are complemented by regional brands such as Stouffer's and Crosse & Blackwell. After graduating from HBS, Corti took a job... View Details

Keywords: Garry Emmons

03 Aug 2010
First Look

First Look: August 3

Determination Through Brand Biography Authors:Neeru Paharia, Anat Keinan, Jill Avery, and Juliet Schor Publication:Journal of Consumer Research (forthcoming) Abstract We introduce the concept of an underdog View Details

Keywords: Martha Lagace

Web

Social Media Guidelines for Faculty and Staff | About

account, we urge you to consult the University’s “ Communications guidelines and best practices ” resource, which provides further information and guidance on brand identity requirements, digital... View Details

21 Jan 2009
First Look

First Look: January 21, 2009

risks they present for brands. The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of View Details

Keywords: Martha Lagace

14 Feb 2017
Blog Post

Why I Love My Job: Leticia Tavares On Marriott's Management Acceleration Program

Annual Atlanta Community Food Bank Big Dish, as a restaurant manager, as a housekeeper, as a server, and have spent time learning Marriott’s sales processes in our Southeast sales office. My next role will be in Human Resources at the... View Details

01 Mar 2023
News

March 2023 Alumni and Faculty Books

aggressively for the Navy and Marine Corps’ future—a future he believed would be defined by uncertainty and unpredictability. Every Friday, he wrote a personal message to the entire department, regardless of rank, called SECNAV Vectors. Each Vector was intended to... View Details

Keywords: Publishing Industries (except Internet); Information

01 Apr 1999
News

Short Takes

a pioneer - in the process of capturing customer information, mining that information for value, and converting the information into shareable knowledge, which is then communicated among workers through robust electronic networks. For... View Details

Keywords: Eileen K. McCluskey

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