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Show Results For
- All HBS Web
(1,217)
- People (7)
- News (349)
- Research (601)
- Events (1)
- Multimedia (12)
- Faculty Publications (237)
- 04 Sep 2019
- News
Clicks and Mortar
has to create a branded experience that goes beyond the purely transactional—one that aims to build a relationship with the customer and communicate the brand in an... View Details
- 01 Mar 2017
- News
Lego Stays on Script
those already exist. They need to have a building component and exist as a starting point for kids to create their own stories, not just play out what they see on television or in a movie.” In every case—including movies—“we have to make... View Details
Keywords: Julia Hanna
- 01 Jun 2003
- News
Alumni Bookshelf
overcapacity following the market peak in 2000. How to Become a Marketing Superstar by Jeffrey J. Fox (MBA '69) (Hyperion) In the same snappy, to–the–point style of his previous how–to books, Fox takes on the challenges of marketing through View Details
- 01 Sep 2020
- News
Giving Amazon the Boot
brand’s image on Amazon. “I was building buzz around my own brand, and Amazon was working against me in that sense,” she says. In August 2019, Ford stopped listing products on the site. After a difficult March and April this year when the... View Details
- 14 Oct 2013
- Research & Ideas
Blockbuster! Why Star Power Works
Q: Why is it so effective? A: A wide range of factors explains its success. For one, strong brands and high production values matter. Scale also brings marketing advantages: It is relatively cost-efficient to advertise those tent-pole... View Details
- 24 Feb 2014
- Research & Ideas
Busting Six Myths About Customer Loyalty Programs
shopper builds with the retailer's increasing understanding of the contents of the consumer's shopping basket, and relies heavily on the magnitude of dollars spent in the store. The actual value for the shopper of turbo-charged vouchers... View Details
- 29 Apr 2013
- Research & Ideas
Diagnosing the ‘Flutie Effect’ on College Marketing
a boost in applications is a good outcome, there are a variety of other reasons why schools invest in sports. A primary reason, says Chung, is to further the NCAA's commitment to diversity and morale. Schools also build sports programs... View Details
- Career Coach
Jessica Mbaeliachi
to the Board of Directors, and key Enterprise Level strategic initiatives. She previously served as the company’s Head of Strategy and Operations for Intercontinental Markets, driving commercial strategy, brand planning and business... View Details