Brand Positioning - Publications - Faculty & Research

15 Oct 2015
Blog Post

Why We Recruit: Medallia

Organization:Ursela Knezevic, University Programs, MBA Talent Outreach, Medallia Describe your organization in three to five sentences. Medallia is the fastest growing Customer Experience Management Company in the world. We give leading View Details

Keywords: Technology

Profile

Jenny Tison

right away. I persevered, believing I would ultimately succeed – I learned the power of positive expectations.” When Jenny returned home to Virginia, that power rose again when she tackled a sport not often associated with the South: ice... View Details

January 2009 (Revised June 2010)
Case

Cisco Systems (2001): Building and Sustaining a Customer-Centric Culture

By: Ranjay Gulati

Customer centricity has been an important part of the culture at Cisco Systems since its inception. While part of this is attributable to values put in place by the founders and retained by subsequent management, it is also closely interwoven with its organizational... View Details

Keywords: Customer Satisfaction; Organizational Design; Organizational Structure; Organizational Change and Adaptation; Change Management; Organizational Culture; Research and Development; Job Cuts and Outsourcing; Employees; Brands and Branding; Customer Relationship Management; Business Units

Citation

Educators

Purchase

31 Oct 2004
Research & Ideas

Bypass Marketing: Are Docs Influenced?

brand over another based on their patients' requests? A recent study, Physicians Report on Patient Encounters Involving Direct to Consumer Advertising, focused on one aspect of pharma DCTA: What do physicians think about all of this? What... View Details

Keywords: by Manda Salls

18 Apr 2017
Blog Post

Why We Recruit: CRC Companies LLC

for the long-term. Our people see purpose beyond the built environment, creating value—and improving lives—through superior execution, innovative operations, and a passion for creating positive change in communities. Together, our teams... View Details

Keywords: Real Estate

01 Jan 2003
News

James E. Burke, MBA 1949

as it overcame the Tylenol tragedy to take its place as the country's dominant brand in health-care products. "A company credo that put customers first and shareholders last ultimately benefited both groups," he says. Jim Burke was among... View Details

25 Jan 2011
First Look

First Look: Jan. 25

PublicationsThe Strategic Use of Brand Biographies Authors:Jill Avery, Neeru Paharia, Anat Keinan, and Juliet Schor Publication:Research in Consumer Behavior (forthcoming) Abstract We introduce the concept of a View Details

Keywords: Sean Silverthorne

10 May 2016
First Look

May 10, 2016

Management By: Rigby, Darrell K., Jeff Sutherland, and Hirotaka Takeuchi Abstract—No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=51051 January 2016 Journal of Brand Management The Corporate View Details

Keywords: Carmen Nobel

19 Jan 2017
News

Finding Purpose in Profit

accepted a position as a financial analyst at Goldman Sachs. It was at Goldman that her interests began to coalesce. “I finally realized the power of business to change the world,” says Coupounas. “Goldman Sachs, as a partnership at the... View Details

Keywords: Robert S. Benchley; B corporations

01 Mar 2007
News

Daniel Vasella

in Cambridge, Massachusetts. We moved our research headquarters there from Basel and developed a new, integrated approach to genomics, biology, and chemistry. Novartis is the only drug company with leadership positions in both patented... View Details

Keywords: Roger Thompson; multinational pharmaceutical company; prescription drugs; vaccines; Medicare; generics business; Health, Social Assistance

01 Mar 2015
News

Cracking Conferences

you don’t have a local family.” That need to connect served Molloy well as she established herself in New York and moved on to positions at Siebel Systems, Gerson Lehrman Group, and Velocidi before landing at Siegel+Gale. Being Irish... View Details

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

03 May 2021
What Do You Think?

Where Does CEO Activism Go From Here?

to that of the Harvard Business School. Take away the titles and their corporate affiliation and most CEOs would go unrecognized. Their persuasive clout would disappear. Are CEOs representing employees? How about those who don’t support the stance on a particular... View Details

Keywords: by James Heskett

13 Sep 2011
First Look

First Look: September 13

I. Norton Publication:Management Science (forthcoming) Abstract Building on previous research in economics and psychology, we propose that the costliness of initial prosocial behavior positively influences whether that behavior leads to... View Details

Keywords: Sean Silverthorne

04 May 2023
Blog Post

Sustainability: Career Advice from HBS Career Coach Hillary Mann

and marketing to them. I had the opportunity to work with brands on exclusive show sponsorships, large tentpole events and the VH1 Save the Music Foundation to restore public school music programs. When my husband and I moved to Boston, I... View Details

Profile

John Smith-Ricco

experience got me thinking about the role of industrialization in economic development. The viability of South Africa depends on that development and the equitable distribution of resources." Eager to learn "how capital is created," John accepted a View Details

28 Aug 2017
Research & Ideas

Should Industry Competitors Cooperate More to Solve World Problems?

performance on business-relevant ESG issues based on a firm’s industry membership has a positive association with future financial performance. A company’s efforts to improve its social impact could result in cost savings, increased View Details

Keywords: by Sean Silverthorne; Financial Services; Manufacturing; Agriculture & Agribusiness; Mining

14 Feb 2023
Blog Post

Recruiting During Uncertainty: How to Meet Students Where They Are

scaling back or pausing hiring for an indefinite amount of time. In this time of uncertainty, what can recruiting partners do to effectively attract and hire talent while also building a strong and lasting brand on campus? Our team in... View Details

Keywords: All Industries

25 Feb 2020
News

In My Humble Opinion: Mr. Coffee

2018, Keller left his position as global president of the Wm. Wrigley Jr. Company to become CEO of Peet’s Coffee; in January, he was named CEO of JDE Peet’s, a merger that added a portfolio of coffee and tea View Details

Keywords: Julia Hanna

05 Jan 2009
Research & Ideas

Most Popular Articles and Working Papers 2008

Here are the 20 most popular stories published by HBS Working Knowledge in 2008, and the five most-read working papers authored by HBS faculty. Most Popular Articles 1. Creating a Positive Professional Image (2005) In today's diverse... View Details

Keywords: by Staff

Portrait Project

Jessica Gelman

company or professional sports league, write a book, publish my poetry, positively impact and give back to society by mentoring younger people and improving the educational system, sit on four company boards, allow myself to fall in love,... View Details

Publications