Underdog Brand Building - Publications - Faculty & Research

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

his while not feeling impoverished or threatened when someone is calling the same product hers." Global Brands Managing the Brand-Product Continuum in Global Markets Dr. Hans-Willi Schroiff and David Arnold argue that global View Details

Keywords: by Working Knowledge editors

15 Dec 2024
News

Editor's Letter

Illustration by Antonio Giovanni Pinna Illustration by Antonio Giovanni Pinna Change is hard. I am reminded of this every time I get a new laptop and there are new, generational expectations that require me to hunt down videos of overly caffeinated youths walking me... View Details

18 Mar 2009
Research & Ideas

Marketing After the Recession

to plan ahead: Focus on high-potential customers. Make sure you focus on building relationships with ambitious customers in growth industries where pent-up demand is going to be unleashed once the economy turns the corner. If you're... View Details

Keywords: by John Quelch; Retail

06 Jul 2015
News

Lights! Camera... Market!

an increased awareness of and preference for the brand immediately following the release and premiere of the film at both the 2013 Toronto International Film Festival and 2014 Tribeca Film Festival. “We believe this was the first time a... View Details

Keywords: Margie Kelley; Food Manufacturing; Manufacturing; Motion Picture and Sound Recording Industries; Information

01 Dec 2013
News

Len Schlesinger Returns

Limited Brands, I had to transition from a knockoff design and speed-sourcing model to building brands and coming to grips with what that meant to our portfolio of businesses. There is nothing more dramatic... View Details

Keywords: Clothing and Clothing Accessories Stores; Retail Trade

01 Mar 2004
News

Toy Story

in their own right — but also a substantial investment in marketing to build brand awareness,” says Abercrombie. Neurosmith competes in a category in which LeapFrog spends over $50 million a year on... View Details

Keywords: Susan Young; toys; Amusement, Gambling, and Recreation Industries; Arts, Entertainment

01 Mar 2005
News

Lighting It Up

used to be a one-season event,” Wilkins noted. “Now most customers want to leave lighting up year-round because it signifies a special event.” Wilkins is excited by the prospect that more American cities may come to look like Hong Kong and thrilled to be involved in... View Details

Keywords: lighting; Electric Power Generation, Transmission, Distribution; Utilities

Web

Field Course: Life Sciences Venture Creation - Course Catalog

innovate in the industry Navigating careers within the life sciences Building a brand and community within the industry to leverage for help Building budgets;... View Details

Sanford I. Weill

on strong execution and delivery of services, stock-based incentive compensation plans, and skillful blending of complimentary strengths and weaknesses, has helped to achieve his mission of building a brand... View Details

Keywords: Finance

27 May 2008
Sharpening Your Skills

Sharpening Your Skills: Thinking About Global

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions To Be Answered Are global brands effective? How should I think about strategy in a flat... View Details

11 Jun 2001
Research & Ideas

E-Commerce Unplugged

revenues over a five-year period. Building m-commerce applications will present huge challenges. Instead of improving a product or refining a distribution channel, companies will need to leverage superior consumer insights to develop... View Details

Keywords: by Nitin Nohria & Marty Leestma

06 Dec 2021
News

Monaco's Digital Transformation

well the challenges that lay ahead. DIGITAL LEADERSHIP: Read how the president and CEO of Trusted Media Brands is spearheading digital innovation at her company in the 3-Minute Briefing: Bonnie Kintzer (MBA 1987). DIGITAL LEADERSHIP: Read... View Details

Keywords: Jennifer Gillespie

01 Dec 2002
News

Alumni Bookshelf

did not give rise to a “new economy,” and offers advice on how to restore American economic growth. The Brand Management Checklist by Alan Bradley (“Brad”) VanAuken (MBA '84) (Kogan Page) A comprehensive resource on View Details

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

television brings people together and lets advertisers build giant brands and promote broad cultural trends, the Web segments the audience into small pockets of interest. Mass marketers have a whole new game... View Details

Keywords: by Peter K. Jacobs

13 Apr 2015
Research & Ideas

3 Ways Firms Can Profit From Environmental Investments

In the course of her work, Rebecca Henderson meets business executives who don't address the threat of climate change because they don't believe that it exists. Her recommendation: They should consider investments in environmental sustainability anyway, assuming that... View Details

Keywords: by Carmen Nobel; Energy; Utilities

Web

How Student-Proposed Internships Can Create Value - Recruiting

partnership. Read on for one student’s experience designing her own summer role with fashion brand Anine Bing—and how her proactive outreach turned into a strategic internship opportunity. Not every summer internship starts with a job... View Details

05 May 2011
News

Blazing a Trail for Glenn Beck

to be a successful media executive and leader in the digital media space, and her unique perspective and experiences will be valuable in building The Blaze as a vibrant, impactful community,” Beck said in a news release. Morgan served as... View Details

Keywords: News, Library, Internet, and Other Services; Information

John M. Hiebert

In his years of leadership at Sterling, Hiebert consolidated the brand names of Bayer, Centaur-Caldwell and Chas into a single division that became increasingly profitable and also launched the environmentally conscious Zimmerman process,... View Details

Keywords: Healthcare

01 Feb 1999
News

New Releases

longtime collaborators not only update their findings but also translate their earlier strategies into action to compose a complete picture of the issues, problems, and opportunities encountered in implementing a transnational strategy. Bartlett and Ghoshal View Details

Keywords: Nancy O. Perry

05 May 2003
What Do You Think?

Is This a Golden Era for Marketing Productivity?

the probability of success in building brands and positioning products and services. The process is effective in terms of both results and costs. All of this suggests that what we experience as consumers may... View Details

Keywords: by James Heskett

Publications