Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results: (3,615) Arrow Down
Filter Results: (3,615) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (3,615)
    • People  (15)
    • News  (950)
    • Research  (2,115)
    • Events  (8)
    • Multimedia  (71)
  • Faculty Publications  (1,495)

Show Results For

  • All HBS Web  (3,615)
    • People  (15)
    • News  (950)
    • Research  (2,115)
    • Events  (8)
    • Multimedia  (71)
  • Faculty Publications  (1,495)
← Page 38 of 3,615 Results →
  • September 1991 (Revised March 2005)
  • Case

WPP Group and Its Acquisitions

By: William J. Bruns Jr.
WPP Group acquired J. Walter Thompson and Ogilvy & Mather, paying high premiums in relation to earnings. In each acquisition the goodwill acquired was immediately charged off against owners' equity. Then, WPP Group established a value for the brand names of the two... View Details
Keywords: Goodwill Accounting; Accounting; Brands and Branding; Product Positioning; Market Transactions; Equity; Private Equity; Relationships; Mergers and Acquisitions; Management Style; Consumer Products Industry; United States; United Kingdom
Citation
Educators
Purchase
Related
Bruns, William J., Jr. "WPP Group and Its Acquisitions." Harvard Business School Case 192-038, September 1991. (Revised March 2005.)
  • June 2014
  • Case

Going Social: Durex in China

By: Mikolaj Jan Piskorski and Aaron Smith
When Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese... View Details
Keywords: Distribution; Multinational Firms and Management; Internet and the Web; Marketing Communications; Brands and Branding; Consumer Products Industry; China
Citation
Educators
Purchase
Related
Piskorski, Mikolaj Jan, and Aaron Smith. "Going Social: Durex in China." Harvard Business School Case 714-430, June 2014.
  • 18 Apr 2005
  • Research & Ideas

Selling Luxury to Everyone

shifting," she said. Panelist Rory Tahari, creative director and brand designer for Elie Tahari, Ltd.—and wife of designer Elie Tahari—said she saw a clear trend toward higher expectations from consumers in the fashion industry.... View Details
Keywords: by Julie Jette; Consumer Products
  • 28 Nov 2007
  • Research & Ideas

B2B Branding: Does it Work?

Interbrand's 10 most valuable global brands, we find Microsoft, Intel, IBM, and GE. All generate far more B2B revenues than sales to end consumers. An HBS research team recently conducted a study of top B2B global brands. These brands... View Details
Keywords: by John Quelch; Consumer Products
  • 09 Oct 2017
  • News

How It Happened: A Moneyish guide to yoga and barre’s rise from niche workout to lifestyle phenomena

  • August 2018
  • Case

Garanti Payment Systems: Digital Transformation Strategy (A)

By: Shelle M. Santana and Esel Çekin
Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage the bank’s already... View Details
Keywords: Loyalty Program; Campaign Management; Campaign Enrollment; Branding; Customer Acquisition; Regulations; Regulatory Changes; Bank; Retail Banks; Banking; Credit Card; Payment Systems; Installment; Mobile App; Call Center; Data Analytics; Digital Technology; Banks and Banking; Business Subsidiaries; Mobile and Wireless Technology; Credit Cards; Brands and Branding; Governing Rules, Regulations, and Reforms; Decision Choices and Conditions; Digital Transformation; Financial Services Industry
Citation
Educators
Purchase
Related
Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (A)." Harvard Business School Case 519-014, August 2018.
  • January 2000
  • Case

Claiborne Asks Web Surfers to Name New Line

Presents results of an Internet-voting promotion used to guide selection of a brand name for a new clothing firm extension. View Details
Keywords: Internet and the Web; Brands and Branding; Apparel and Accessories Industry
Citation
Educators
Purchase
Related
Fournier, Susan M., and Andrea Carol Wojnicki. "Claiborne Asks Web Surfers to Name New Line." Harvard Business School Case 500-055, January 2000.
  • Apr 29 2016
  • Testimonial

Blazing Trails in the Digital World

    Strong Brands, Strong Relationships

    From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that... View Details

    • May 2005 (Revised September 2015)
    • Case

    Hans Wilsdorf and Rolex

    By: Geoffrey Jones and Alexander Atzberger
    Explores the creation of the Rolex watch by Hans Wilsdorf. Provides a case study of how one of the world's leading luxury brands was created and, more generally, provides a vehicle for exploring the competitive advantage of Switzerland in watchmaking (and other... View Details
    Keywords: Entrepreneurship; Geographic Location; Brands and Branding; Luxury; Competitive Advantage; Consumer Products Industry; Switzerland
    Citation
    Educators
    Purchase
    Related
    Jones, Geoffrey, and Alexander Atzberger. "Hans Wilsdorf and Rolex." Harvard Business School Case 805-138, May 2005. (Revised September 2015.)
    • 05 Mar 2019
    • HBS Seminar

    Nailya Ordabayeva, Boston College

    • June 2025
    • Exercise

    Full-Funnel Advertising on TikTok: An Experiment (Solution)

    By: Jeremy Yang and Ayelet Israeli
    TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
    Citation
    Related
    Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
    • June 2025
    • Supplement

    Full-Funnel Advertising on TikTok: An Experiment

    By: Jeremy Yang and Ayelet Israeli
    TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
    Citation
    Related
    Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Spreadsheet Supplement 525-721, June 2025.
    • 03 Mar 2017
    • News

    Do Search Ads Really Work?

      When Discounts Raise Costs: The Effect of Copay Coupons on Generic Utilization

      Branded pharmaceutical manufacturers frequently offer “copay coupons” that insulate consumers from cost-sharing, thereby undermining insurers’ ability to influence drug utilization. We study the impact of copay coupons on branded drugs first facing generic entry... View Details
      • 18 Apr 2005
      • Research & Ideas

      Prosper with Multi-Channel Retailing

      of store finance and operations for youth retailer Abercrombie & Fitch, Inc., said his company uses all its channels to magnify its brand message. "For us, it's all about building brands, and View Details
      Keywords: by Julie Jette; Consumer Products; Retail
      • 19 Jul 2017
      • News

      Is Gwyneth Paltrow’s pseudoscience winning?

      • February 2018
      • Case

      Montes Calcados: A Step Ahead

      By: James L. Heskett and James T. Kindley
      Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at... View Details
      Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Retail Industry
      Citation
      Educators
      Purchase
      Related
      Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018.
      • February 2003
      • Case

      UNICEF

      By: John A. Quelch
      In September 2002, Marjorie Newman-Williams, director of communication for UNICEF, is poised to present the results of a two-year rebranding process at the annual meeting of the national committee heads. This case describes the organization and highlights the... View Details
      Keywords: Strategy; Nonprofit Organizations; Brands and Branding
      Citation
      Educators
      Purchase
      Related
      Quelch, John A., and Nathalie Laidler. "UNICEF." Harvard Business School Case 503-032, February 2003.
      • April 2004 (Revised May 2017)
      • Case

      Real Madrid Club de Futbol

      By: John Quelch, Jose Luis Nueno and Carin-Isabel Knoop
      In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and expand the club's brand... View Details
      Keywords: Risk Management; Change Management; Expansion; Marketing Channels; Sports; Management Teams; Trends; Brands and Branding; Sports Industry; Spain
      Citation
      Educators
      Purchase
      Related
      Quelch, John, Jose Luis Nueno, and Carin-Isabel Knoop. "Real Madrid Club de Futbol." Harvard Business School Case 504-063, April 2004. (Revised May 2017.)
      • ←
      • 38
      • 39
      • …
      • 180
      • 181
      • →
      ǁ
      Campus Map
      Harvard Business School
      Soldiers Field
      Boston, MA 02163
      →Map & Directions
      →More Contact Information
      • Make a Gift
      • Site Map
      • Jobs
      • Harvard University
      • Trademarks
      • Policies
      • Accessibility
      • Digital Accessibility
      Copyright © President & Fellows of Harvard College.