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Show Results For
- All HBS Web
(1,346)
- People (4)
- News (280)
- Research (848)
- Events (4)
- Multimedia (3)
- Faculty Publications (517)
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- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- 01 May 2018
- First Look
First Look at New Research and Ideas, May 1, 2018
find turnover increases for the most productive workers. We detect limited effort responses and find no evidence of different effects based on workers’ expectations of fairness or future promotion. The findings suggest that adjustment... View Details
Keywords: Sean Silverthorne
- 25 Aug 2015
- First Look
First Look Tuesday
to examine the phenomena in the context of health. In particular, we examine how an individual's prior experiences and the experiences of those around them alter the operational decisions that the individual makes. We draw on an exogenous announcement of negative news... View Details
- 26 Sep 2013
- Research & Ideas
Behind India’s Economic and Political Woes
case in China, adequate investment had been put into roads, bridges, and power plants, I suspect that a much larger fraction of the money coming into India would have been productively deployed into longer-term fixed assets, securing it... View Details
Keywords: by Zeenat Potia
- 07 Sep 2020
- Research & Ideas
How to Help Small Businesses Survive COVID's Next Phase
online. An Alignable survey found that 25 percent of respondents were turning to social media to reach customers while 18 percent were engaging them through email. [div class=infogram-embed data-id=_/jF8KxCrlVaEnmbl0ELf4][/div] The key is to harness the most effective... View Details
- August 2021
- Supplement
Danone S.A.: Becoming a Mission-Driven Company (C)
By: Benjamin C. Esty and Emilie Billaud
Describes the events that took place in the first year after Danone became France’s first “entreprise à mission” (mission-driven company). View Details
Keywords: Business and Stakeholder Relations; Corporate Governance; Leadership; Corporate Social Responsibility and Impact; Mission and Purpose; Environmental Sustainability; Goals and Objectives; Consumer Products Industry; Food and Beverage Industry; France; Europe
Esty, Benjamin C., and Emilie Billaud. "Danone S.A.: Becoming a Mission-Driven Company (C)." Harvard Business School Supplement 722-356, August 2021.
- August 2021
- Supplement
Danone S.A.: Becoming a Mission-Driven Company (B)
By: Benjamin C. Esty and Emilie Billaud
Describes the events that took place in the first six months after Danone became France’s first “entreprise à mission” (mission-driven company). View Details
Keywords: Business and Stakeholder Relations; Corporate Governance; Leadership; Corporate Social Responsibility and Impact; Mission and Purpose; Environmental Sustainability; Goals and Objectives; Consumer Products Industry; Food and Beverage Industry; France; Europe
Esty, Benjamin C., and Emilie Billaud. "Danone S.A.: Becoming a Mission-Driven Company (B)." Harvard Business School Supplement 722-355, August 2021.
- June 2021
- Teaching Note
Wolfgang Puck: Setting the Table for the Future
By: Boris Groysberg and Robin Abrahams
Teaching Note for HBS Case No. 419-001. View Details
- June 2020
- Teaching Note
Global Brand Management of Anheuser Busch InBev's Budweiser
By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
- November 2008
- Teaching Note
Royal DSM N.V.: Information Technology Enabling Business Transformation (TN)
By: Lynda M. Applegate and Deborah Soule
Teaching Note for [807167]. View Details
- February 2004 (Revised April 2004)
- Case
Great Atlantic & Pacific Tea Company, Inc., The
By: David F. Hawkins and Jacob Cohen
Analysts believe bankruptcy is a distinct possibility for A&P in the future. The company believes otherwise. View Details
Keywords: Forecasting and Prediction; Insolvency and Bankruptcy; Consumer Products Industry; Consumer Products Industry
Hawkins, David F., and Jacob Cohen. "Great Atlantic & Pacific Tea Company, Inc., The." Harvard Business School Case 104-070, February 2004. (Revised April 2004.)
- March 1996 (Revised November 1997)
- Case
Dewar's (A): Brand Repositioning in the 1990's
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and... View Details
Keywords: Advertising; Customers; Brands and Branding; Marketing Strategy; Market Participation; Strategic Planning; Opportunities; Consumer Products Industry; Consumer Products Industry; United Kingdom; United States
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (A): Brand Repositioning in the 1990's." Harvard Business School Case 596-076, March 1996. (Revised November 1997.)
- January 1987 (Revised March 1989)
- Background Note
Note on the U.S. Soft Drink Industry in 1986
Demonstrates how knowing the "money mechanics" of the business is essential in developing a successful strategy among industry participants. Deals with the structural attractiveness of the industry from the concentrate producer and bottler perspectives and examines the... View Details
Keywords: Competitive Strategy; Consumer Products Industry; Consumer Products Industry; United States
Pearson, Andrall E. "Note on the U.S. Soft Drink Industry in 1986." Harvard Business School Background Note 387-107, January 1987. (Revised March 1989.)
- 20 Dec 2018
- Research & Ideas
Most Popular Stories and Research Papers of 2018
moms are high achievers at work. Now it turns out they are happy, too. Amazon vs. Whole Foods: When Cultures Collide Amazon's acquisition of Whole Foods seemed a Wall Street dream come true. But then Amazon's data-driven efficiency met... View Details
Keywords: by Sean Silverthorne
- 12 Feb 2008
- First Look
First Look: February 12, 2007
pricing power from the manufacturer to the retailer, (2) the infiltration of more private-label products into the market, and (3) the rise in commodity costs as a result of inflation (for example, the Producer Price Index (PPI) which... View Details
Keywords: Martha Lagace
- 09 Apr 2019
- First Look
New Research and Ideas, April 9, 2019
earlier, Freed-Finnegan and Wall had founded Index after observing the technological advantages that Amazon and other online retailers had over brick-and-mortar retailers. Index’s first product was a customer database tool that allowed... View Details
Keywords: Dina Gerdeman
- 24 Feb 2014
- Research & Ideas
Busting Six Myths About Customer Loyalty Programs
offered in the lounges—showers, spa, Internet connection, appetizing free food and drinks, along with the opportunity to rest during a layover—is exceptional value to members. There is even a higher class of lounge facilities for an even... View Details
- 19 Apr 2016
- First Look
April 19, 2016
middle class—outweigh the challenges of operating there. And indeed, as embodied by Nigeria's status as a net food importer despite having 80 million hectares of potential agricultural land, the challenges are considerable. Animal feed is... View Details
Keywords: Sean Silverthorne
- September 2023 (Revised January 2024)
- Case
AB InBev: Brewing Up Forecasts during COVID-19
By: Mark Egan, C. Fritz Foley, Esel Cekin and Emilie Billaud
In July 2021, the CEO of AB InBev's European operations and his team strategized to position the company for success post-pandemic. As the world's largest beer company, boasting over 500 brands, revenue of $46 billion, and a workforce of 160,000 in 2020, AB InBev... View Details
Keywords: Beer; Forecasting; COVID-19; Decision; Forecasting and Prediction; Analytics and Data Science; Crisis Management; Decisions; Financing and Loans; Investment Return; Resource Allocation; Distribution; Production; Business Processes; Strategic Planning; Health Pandemics; Digital Transformation; Markets; Food and Beverage Industry; Belgium; Europe; Latin America; North and Central America
Egan, Mark, C. Fritz Foley, Esel Cekin, and Emilie Billaud. "AB InBev: Brewing Up Forecasts during COVID-19." Harvard Business School Case 224-020, September 2023. (Revised January 2024.)
- 18 Dec 2007
- First Look
First Look: December 18, 2007
software product over its entire lifetime, comprising six major "releases." In particular, we develop measures of modularity at the component level, and use these to predict patterns of evolution between successive versions of... View Details
Keywords: Martha Lagace