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  • All HBS Web  (1,931)
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  • 2013
  • Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details
Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry
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Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
  • September 2006 (Revised July 2012)
  • Case

PSI India—Will Balbir Pasha Help Fight AIDS? (A)

By: Elie Ofek and Peter Wickersham
In 2002, Population Services International (PSI) was committed to curbing the growing HIV/AIDS epidemic in India. Sanjay Chaganti, program director of HIV/AIDS at PSI India, has to decide on the best communication strategy to achieve this goal. Up to this date most... View Details
Keywords: Advertising Campaigns; Communication Strategy; Health Disorders; Marketing Communications; Social Marketing; Social Enterprise; India
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Ofek, Elie, and Peter Wickersham. "PSI India—Will Balbir Pasha Help Fight AIDS? (A)." Harvard Business School Case 507-032, September 2006. (Revised July 2012.)
  • 03 Mar 2008
  • Research & Ideas

Marketing Your Way Through a Recession

times loom, we tend to retreat to our village. Look for cozy hearth-and-home family scenes in advertising to replace images of extreme sports, adventure, and rugged individualism. Zany humor and appeals on the basis of fear are out.... View Details
Keywords: by John Quelch
  • 26 Nov 2018
  • HBS Seminar

Emily Truelove, MIT Sloan School of Management

  • 27 May 2021
  • News

Facebook sponsored research paper lambasts Apple's iOS 14.5 privacy

  • Article

All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity

By: Natalia Garbiras-Díaz and Mateo Montenegro
Can information and communication technologies help citizens monitor their elections? We analyze a large-scale field experiment designed to answer this question in Colombia. We leveraged Facebook advertisements sent to over 4 million potential voters to encourage... View Details
Keywords: Social Influence; Electoral Behavior; Election Outcomes; Economics; Economy; Governance; Government and Politics; Social Media; Social Marketing; Society; Political Elections; Advertising
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Garbiras-Díaz, Natalia, and Mateo Montenegro. "All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity." American Economic Review 112, no. 8 (August 2022): 2631–2668.
  • October 2021
  • Case

Sparking Growth at Consumer Reports

By: Christina Wallace
Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify its audience and revenue streams CR partnered with market research firm Spark No. 9 to identify potential... View Details
Keywords: Nonprofit Management; Innovation; Entrepreneurship; Marketing; Social Media; Innovation and Management; Nonprofit Organizations
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Wallace, Christina. "Sparking Growth at Consumer Reports." Harvard Business School Case 822-035, October 2021.
  • 11 Jun 2013
  • First Look

First Look: June 11

non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which companies can... View Details
Keywords: Carmen Nobel
  • 30 Nov 2010
  • Working Paper Summaries

Sponsored Links’ or ’Advertisements’?: Measuring Labeling Alternatives in Internet Search Engines

Keywords: by Benjamin Edelman & Duncan S. Gilchrist; Advertising; Advertising

    Anita Elberse

    Anita Elberse is the Lincoln Filene Professor of Business Administration at Harvard Business School.

    Professor Elberse develops and teaches an MBA course covering the "Businesses of Entertainment, Media, and Sports," which ranks among the most sought-after... View Details

    Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
    • November 2012 (Revised September 2013)
    • Case

    The JOBS Act of 2012

    By: Lena G. Goldberg
    This Note summarizes the potential of the Jobs Act of 2012 to change the way in which emerging growth companies, or EMGs, access capital markets. Described as among the most significant change to US securities laws in over 20 years, the Jobs Act may reduce the burdens... View Details
    Keywords: Laws And Regulation; Crowdfunding; IPO; Quiet Period; Business Ventures; Entrepreneurship; Law; North and Central America
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    Goldberg, Lena G. "The JOBS Act of 2012." Harvard Business School Case 313-091, November 2012. (Revised September 2013.)
    • March 2001 (Revised February 2009)
    • Case

    HDFC (A)

    By: Lynn S. Paine, Carin-Isabel Knoop and Suma Raju
    The top management team at India's leading home finance company must decide how to deal with the emergence of intense competition at the end of the 1990s. Having founded the industry and dominated it for nearly 20 years, the well-respected company faces a bevy of new... View Details
    Keywords: Values and Beliefs; Management Style; Management Teams; Competition; Financial Services Industry; India
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    Paine, Lynn S., Carin-Isabel Knoop, and Suma Raju. "HDFC (A)." Harvard Business School Case 301-093, March 2001. (Revised February 2009.)
    • 08 Sep 2016
    • News

    The Age of the Wordless Logo

    • Article

    Why, When, and How Much to Entertain Consumers in Advertisements?: A Web-based Facial Tracking Field Study

    By: Thales Teixeira, Rosalind Picard and Rana el Kaliouby
    The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and... View Details
    Keywords: Face-tracking; Entertainment; Television; Purchase Intent; Commercials; Facial Expressions; Marketing Communication; Advertising; Television Entertainment; Marketing; Advertising Industry
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    Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-based Facial Tracking Field Study." Marketing Science 33, no. 6 (November–December 2014): 809–827.
    • February 2022 (Revised October 2022)
    • Case

    P.T. Barnum: Changing the World

    By: Robert Simons and Shirley Sun
    This case describes the life of P.T. Barnum, widely considered to the be the father of modern advertising and marketing. Barnum showed his genius for business early, selling lottery tickets and confections from his father’s store. He went on to found a famous museum of... View Details
    Keywords: Entertainment; Entrepreneurship; Personal Characteristics; Marketing; Success; Values and Beliefs; Mission and Purpose; Entertainment and Recreation Industry; United States; Europe
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    Simons, Robert, and Shirley Sun. "P.T. Barnum: Changing the World." Harvard Business School Case 122-076, February 2022. (Revised October 2022.)
    • 21 Jun 2016
    • News

    MAP Policy Enforcement in an Omnichannel World

    • 25 Oct 2020
    • News

    How Consumers Really Use Online Reviews

    • March 1998 (Revised November 1999)
    • Case

    USA TODAY Online

    By: John A. Deighton and Anthony St. George
    How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the... View Details
    Keywords: Digital Marketing; Design; Profit; Revenue; Brands and Branding; Marketing Strategy; Internet and the Web; Information Industry
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    Deighton, John A., and Anthony St. George. "USA TODAY Online." Harvard Business School Case 598-133, March 1998. (Revised November 1999.) (request a courtesy copy.)
    • May 2022
    • Case

    Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

    By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
    This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details
    Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising Industry; Advertising Industry; United States
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    Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
    • August 2021 (Revised March 2022)
    • Case

    Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

    By: Jill Avery and Rayan Nahas
    Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
    Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
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    Avery, Jill, and Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Case 522-002, August 2021. (Revised March 2022.)
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