Publications

February 2011 (Revised December 2012)
Case

The Ford Fiesta

By: John Deighton and Leora Kornfeld

Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details

Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry

September 2010 (Revised February 2011)
Case

Red Lobster

By: David E. Bell and Jason Riis

Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details

Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry

September 1991 (Revised December 1991)
Case

G. Heileman Brewing Co. (A): Power Failure At PowerMaster

By: Stephen A. Greyser

In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol... View Details

Keywords: Advertising Campaigns; Ethics; Lawfulness; Brands and Branding; Product Positioning; Demand and Consumers; Market Entry and Exit; Food and Beverage Industry

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

30 Aug 2011
First Look

First Look: August 30

PublicationsEmotion-induced Engagement in Internet Video Ads Authors:Thales S. Teixeira, Michel Wedel, and Rik Pieters Publication:Journal of Marketing Research (forthcoming) Abstract This study shows how advertisers can leverage... View Details

Keywords: Sean Silverthorne

August 2017 (Revised July 2019)
Case

GROW: Using Artificial Intelligence to Screen Human Intelligence

By: Ethan Bernstein, Paul McKinnon and Paul Yarabe

Over 10% of all 2017 university graduates in Japan used GROW, an artificial intelligence platform and mobile app developed by Tokyo-based people analytics startup IGS, to recruit for a job. This case puts participants in the shoes of IGS founder and CEO Masahiro... View Details

Keywords: Big Data; Artificial Intelligence; Talent and Talent Management; Recruitment; Selection and Staffing; Human Resources; Information Technology; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Japan

25 Nov 2008
First Look

First Look: November 25, 2008

will affect his continuing collaboration with Jobs. Purchase this case: http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=809063 Butler, Shine, Stern & Partners Harvard Business School Case 508-043 Selling an intangible like View Details

Keywords: Martha Lagace

18 Mar 2008
First Look

First Look: March 18, 2008

professional relationships may "bridge" the asymmetric information. This bridge may be particularly strong if both firms were financed by the same venture capital firm. Third, geographic proximity may also reduce the asymmetric information between a View Details

Keywords: Martha Lagace

March 1996 (Revised November 1997)
Case

Dewar's (C): Exploring New Media Opportunities

By: Alvin J. Silk and Lisa Klein Pearo

Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details

Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy

05 Aug 2008
First Look

First Look: August 5, 2008

and the reorganization promoted more efficient matching, chiefly due to the increased ability of later matching to produce "championship" games. Download the paper: http://www.hbs.edu/research/pdf/09-010.pdf The Internalization of View Details

Keywords: Martha Lagace

12 Jun 2018
First Look

New Research and Ideas, June 12, 2018

document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location—precisely following initiation of the suit. In... View Details

Keywords: Dina Gerdeman

14 Aug 2007
First Look

First Look: August 14, 2007

activism are high for the subset of targets that are acquired ex-post, but not detectably different from zero for targets that remain independent a year after the initial activist request. Announcement... View Details

Keywords: Martha Lagace

07 Oct 2008
First Look

First Look: October 7, 2008

answered the right question poorly (Study 2). Download the paper: http://www.hbs.edu/research/pdf/09-048.pdf Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality Authors:Alvin J. Silk and Charles... View Details

Keywords: Martha Lagace

28 Apr 2009
First Look

First Look: April 28, 2009

http://hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=809062 JWT China: Advertising for the New Chinese Consumer Harvard Business School Case 809-079 This case analyzes the business strategy and expansion of JWT China from the late... View Details

Keywords: Martha Lagace

18 Nov 2014
First Look

First Look: November 18

http://www.hbs.edu/faculty/Publication%20Files/Teixeira%20et%20al%20(2014)%20Television%20Advertising%20and%20Online%20Shopping_7d5c54e1-fd1b-4dcc-bd41-06e2978d4f23.pdf Working Papers The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in U.S.... View Details

Keywords: Sean Silverthorne

25 Apr 2023
Op-Ed

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps. Additionally, it has used email... View Details

Keywords: by John Deighton; Fashion; Retail; Consumer Products

December 2009 (Revised September 2024)
Case

Phreesia: The Patient Intake Company

By: Regina E. Herzlinger, Sunaina Yarlagadda and Brian L. Walker

How should the co-founders of an organization that provides patient sign-in and billing services scale their company after five years of successfully targeting small private physician practices? Phreesia had deployed a direct mail and sales force strategy that resulted... View Details

Keywords: Advertising; Social Entrepreneurship; Revenue; Health Care and Treatment; Health Industry