Publications

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13 Jan 2003
Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

proposition and becomes a more profound basis for developing marketing strategy than, say, technical superiority or long-lasting benefits. While the latter attributes are important, it is because they serve the deeper needs of connection... View Details

Keywords: by Manda Mahoney

22 Jan 2012
News

Cocoa Seen Getting Hot Again

John Beshears

John Beshears is the Albert J. Weatherhead Jr. Professor of Business Administration in the Negotiation, Organizations & Markets Unit, teaching the second-year MBA course "Negotiation." He is also a research associate at the National Bureau of Economic Research.... View Details

July 2020
Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills

The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details

September 2011
Module Note

Orientation to Leadership Intelligence Days, 2011

By: Joshua D. Margolis and Anthony J. Mayo

Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details

Keywords: Budgets and Budgeting; Borrowing and Debt; Investment Return; Resource Allocation; Marketing Communications; Marketing Strategy; Consumer Behavior; Online Technology; Beauty and Cosmetics Industry

22 Dec 2020
News

Dove: Maintaining a Brand with Purpose

14 Dec 2010
Working Paper Summaries

Regulating for Legitimacy: Consumer Credit Access in France and America

Keywords: by Gunnar Trumbull

July 2008 (Revised June 2011)
Case

mixi (A)

By: Mikolaj Jan Piskorski, Masaru Nomura and Kanako Miyoshi

Kasahara, the founder and CEO of mixi, the most successful Japanese on-line social network, is deciding between two strategic options: (i) B2C or (ii) C2C to leverage the power of the social network. In the B2C option, mixi would become a portal for on-line shopping... View Details

Keywords: Decision Choices and Conditions; Digital Platforms; Social and Collaborative Networks; Business Strategy; Mobile and Wireless Technology; Internet and the Web; Japan

November 2018 (Revised June 2019)
Case

Universal Basic Income, Job Guarantees, or None of the Above?

By: William R. Kerr, Reilly Kiernan and Jordan Bach-Lombardo

How can policymakers and business leaders address AI and automation's potential for widespread labor market displacement? This case examines potential policy responses, looking closely at the United States' existing social safety net and the impacts of implementing... View Details

Keywords: UBI; Job Guarantee; Managing The Future Of Work; EITC; Employment; Labor; Social Issues; Income; Government and Politics; Policy; Problems and Challenges

September 2011 (Revised August 2013)
Case

The Pepsi Refresh Project: A Thirst for Change

By: Michael I. Norton and Jill Avery

In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details

Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry

January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

10 Sep 2010
News

The Strengths and Many Weaknesses of State Capitalism

07 Mar 2013
HBS Seminar

Mike Toffel, Harvard Business School

October 2010 (Revised May 2011)
Case

Take-Two Interactive Software, Inc.

By: Sunil Gupta and Kerry Herman

In September 2010, faced with increasing threat from social game companies such as Zynga, Ben Feder, the CEO of Take-Two Interactive Software. Inc., had to decide the long-term strategy of his video-game company. As a publisher of traditional video games for Xbox 360,... View Details

Keywords: Mergers and Acquisitions; Business Model; Leadership Style; Marketing; Competitive Strategy; Entertainment and Recreation Industry

April–May 2017
Article

Career Concerns of Banking Analysts

By: Joanne Horton, George Serafeim and Shan Wu

We study how career concerns influence banking analysts' forecasts and how their forecasting behavior benefits both them and bank managers. We show that banking analysts issue early in the year relatively more optimistic and later in the year more pessimistic forecasts... View Details

Keywords: Sell-side Analysts; Analyst Forecasts; Analysts; Investment Recommendations; Career Advancement; Career Management; Labor Mobility; Labor Market; Prejudice and Bias; Personal Development and Career; Forecasting and Prediction; Investment Banking

SSRN

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22 Apr 2024
Research & Ideas

When Does Impact Investing Make the Biggest Impact?

The idea of supporting social change has propelled impact investing assets to more than $1 trillion. But what if those funds aren’t as impactful as investors expect? Recent Harvard Business School research indicates that while impact... View Details

Keywords: by Rachel Layne

Research Summary

Overview

Hisano’s research addresses the social and cultural implications of technological development and economic changes mainly in the twentieth-century United States. By analyzing the regulation, manipulation, and presentation of food color, her current book project links... View Details

Keywords: Business History; Consumer Behavior; Agribusiness; Food And Environment; Business Strategy; Commercialization; Business And Government; Advertising; Goods and Commodities; Food; History; Government and Politics; Marketing; Business and Government Relations; Advertising Industry; Food and Beverage Industry; Chemical Industry; United States

October 2021
Case

Sparking Growth at Consumer Reports

By: Christina Wallace

Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify its audience and revenue streams CR partnered with market research firm Spark No. 9 to identify potential... View Details

Keywords: Nonprofit Management; Innovation; Entrepreneurship; Marketing; Social Media; Innovation and Management; Nonprofit Organizations