creativity - Publications - Faculty & Research

September–October 2024
Article

How AI Can Power Brand Management

Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details

Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships

May 1986
Supplement

Gillette Co.: Dry Idea Advertising (C), Video

Designed for use in class as an epilogue to the story of the struggle to solve creative problems on Gillette's Dry Idea antiperspirant. The videotape announces the bake-off competition winner: BBDO. It also shows excerpts from interviews conducted a year and a half... View Details

Keywords: Advertising; Consumer Products Industry

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05 Feb 2014
News

Emotions as a negotiating tool

08 May 2008
News

Professor Thomas McCraw Wins the Hagley Prize in Business History

26 Nov 2008
News

Professor Thomas McCraw Honored by International Joseph A. Schumpeter Society

September 2023
Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details

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October 1997 (Revised July 1999)
Case

Best Buy

By: V. Kasturi Rangan and Balaji Chakravarthy

Documents the evolution of Best Buy, an electronics retailer, from its founding in 1966 to its very successful "Concept 2" strategy in 1996, boosting its sales ($7.2 billion) past industry #1 Circuit City. Its CEO Richard Schulze offers a new vision (Concept 3) to... View Details

Keywords: History; Business Model; Competitive Strategy; Adaptation; Customer Focus and Relationships; Customization and Personalization; Retail Industry

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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; arts; broadcasting; communications; consumer products; e-commerce industry; electronics; entertainment; fashion; home video games; information; marketing industry; motion pictures; music; publishing industry; sports; telecommunications; video games

10 Jul 2013
News

Jay-Z: Magna Carta Holy Grail

How Leaders Kill Meaning at Work

In this article, authors Teresa Amabile and Steven Kramer seek to help C-suite managers understand the traps that can impair the productivity of their workforce. By identifying the issues that regularly challenge the efficiency and creativity of employees, the... View Details

06 Oct 2016
Blog Post

An Interview with Corporate Relations Director, Cathy Hutchinson

Tell us about your background before coming to HBS. I’m a born and raised New Englander. I grew up in the suburbs of Boston and then headed to Yale for college. I continued west to Los Angeles, where I worked in the media industry for 6 years - for View Details

Keywords: Technology; Entertainment / Media / Sports

Research Summary

Teamwork and Innovative Behavior with Professor Jeff Polzer and Hila Lifshitz

In a field setting, we explore how teamwork could enhance team members' interpersonal relationships and work performance. We collect longitudinal survey data and measure creative performance of a US company's employees before, during, and after they... View Details

August 2013
Teaching Plan

Remicade-Simponi

By: Guhan Subramanian and Charlotte Krontiris

This exercise models a negotiation between two pharmaceutical companies—Johnson & Johnson and Merck—concerning the international distribution rights for Remicade, a blockbuster anti-arthritis drug. At odds over the original distribution contract, the two companies... View Details

Keywords: Johnson ＆ Johnson; Merck; Negotiation; Negotiation Participants; Negotiation Deal; Pharmaceutical Industry

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24 May 2021
News

This Fintech Startup Thinks It Can Help Companies Build Conscious Business Cultures

24 Aug 2016
News

Entrepreneurs versus regulators

23 Mar 2012
News

B-School Research Briefs

Research Summary

Overview

By: Goran Calic

What makes some organizations more innovative than others? Innovation follows from strategy and structure. A good strategy allows individuals to impose their own imagination towards organizational goals in a coordinated way. Good structure adds incentives that... View Details

2007
Report

Compounding Impact: Mission Investing by U.S. Foundations

By: Mark R. Kramer and Sarah E. Cooch

If foundations are to achieve their lofty ambitions for social impact, they must find creative ways to use every resource they possess. Enter mission investing (now more popularly called impact investing), a practice of using financial investments as tools to achieve a... View Details

Keywords: Foundations; Mission Investing; Impact Investing; Organizations; Mission and Purpose; Investment

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