Brand Positioning - Publications - Faculty & Research

17 Mar 2015
First Look

First Look: March 17

dealer of loose gemstones in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates, and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a top global jewelry... View Details

Keywords: Sean Silverthorne

26 Nov 2019
News

Fintech, Small Business & the American Dream

Mills asked, “How do we keep this piece of the economy vibrant?” As Mills’s research demonstrates, small business lending hadn’t changed in 50 to 100 years. Traditional banks failed to deliver a positive customer experience and struggled... View Details

Keywords: fintech; Artificial intelligence; Small business

Career Coach

Philippe Taieb

positions for The Nature Conservancy, the world's largest environmental nonprofit, and was also the Director of International Operations at City Year, a youth service organization. Outside HBS, Philippe is a consultant and a coach. He... View Details

Keywords: Consulting; Consumer Products; Education; Emerging Markets; Entrepreneurship; Government; Health Care; Manufacturing; Social Enterprise; Sports; Clean Technology; Energy

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

01 Sep 2024
News

Reduce, Reuse, Recycle

shared experiences as we once did, brand loyalty remains strong. The third is having an efficient system to collect the used products, which works for Apple because they have their own stores and partners like AT&T and Verizon. While the... View Details

Keywords: Jennifer Meyers

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

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

16 Sep 2008
First Look

First Look: September 16, 2008

Case 509-005 CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the... View Details

18 Mar 2009
Research & Ideas

Marketing After the Recession

closely to your customers and revise your market segmentation assumptions. Assess your target customers' trust in your brand. Clearly, trust in financial services brands has taken a beating. Many well-known View Details

Keywords: by John Quelch; Retail

13 Dec 2018
Blog Post

"I Wanted to Move from Analyzing Results to Creating Them": Cynthia Samanian, MBA 2012

content. The plan was to grow an audience of sufficient size to attract advertisers but, she says in retrospect, "It wasn't the right business model for me." Cynthia knew she wanted a positive cash flow business that could... View Details

01 Oct 2008
Research & Ideas

How Much Time Should CEOs Devote to Customers?

And future growth prospects are baked into stock market valuations of companies. Yet an increasingly high percentage of Fortune 500 CEOs have not come up the ranks through marketing or sales. At the same time, in many companies, the chief marketing officer View Details

Keywords: by John Quelch

01 Jun 2014
News

Case Study: A Souped-Up Strategy

model is more local than expected and that it's working in small and medium markets. Getting to a strong brand awareness and consideration level will be cheaper and easier in these markets, which will be critical for local business. Since... View Details

28 Feb 2017
First Look

First Look at New Research, February 28

company, DO & CO, growing geographically with its existing businesses while also adding new brands to its portfolio. The company had $1 billion in revenues in 2015 from its three divisions: airline catering; international event... View Details

Keywords: Sean Silverthorne

22 May 2007
First Look

First Look: May 22, 2007

Working PapersGlobal Currency Hedging Authors:John Y. Campbell, Karine Serfaty-de Medeiros, and Luis M. Viceira Abstract This paper considers the risk management problem of an investor who holds a diversified portfolio of global equities or bonds and chooses long or... View Details

Keywords: Martha Lagace

Profile

Sebastien D'Incau

a responsibility to make a positive difference in the world. Not necessarily a big difference leading a large company, but maybe a little difference helping in your community." From China to Toronto With its "Consuming... View Details

01 Jun 2009
News

The New “In” Crowd

School named a new group of Leadership Fellows, graduating MBAs taking yearlong key positions with nonprofit and public-sector organizations at salaries partially subsidized by HBS. The School also announced the recipient of the inaugural... View Details

Keywords: Roger Thompson; Colleges, Universities, and Professional Schools; Educational Services; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services; Management, Scientific, and Technical Consulting Services; Professional Services

27 Nov 2012
News

The Beauty of the Network

not be in the position of launching Restorsea if I hadn’t gone to HBS.” On October 15, Restorsea launched at Bergdorf Goodman department stores, with the goal, Pao says, of moving from the “lab,” where the store’s newest View Details

Keywords: cosmetics; salmon; Securities, Commodities, and Other Financial Investments; Finance; Miscellaneous Manufacturing; Manufacturing; Health and Personal Care Stores; Retail Trade

09 Feb 2010
First Look

First Look: Feb. 9

of real-world systems. Download the paper: http://www.hbs.edu/research/pdf/10-059.pdf Quality Provision, Expected Firm Altruism and Brand Extensions Author:Julio J. Rotemberg Abstract This paper studies quality choice in a model where... View Details