Brand Building - Publications - Faculty & Research

30 Apr 2018
Blog Post

Reflecting on AASU50: Advancing African American Business Leadership

M. Fudge, Former Chairman and CEO of Young & Rubicam Brands; Bozoma Saint John, Chief Brand Officer of Uber; and Richelieu Dennis, Founder CEO, and Executive Chairman of Sundial Brands and Founder and... View Details

01 Feb 1999
News

Entrepreneurs Speak at HBS

all. But Branson, whose career began in the late 1960s when he launched a student magazine and then a record company, told the audience that his enterprises all fit the company's brand. He defined the Virgin brand as representing service... View Details

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

23 Feb 2010
First Look

First Look: Feb. 23

Authors:Kathleen L. McGinn and Katherine L Milkman Abstract We develop an integrated theory of the social identity mechanisms linking workgroup sex and race composition across levels with individual turnover. Building on social identity... View Details

Keywords: Martha Lagace

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

Profile

Alika Phipps

eye toward returning to her family’s businesses, Alika was attracted to HBS’ emphasis on general management. “The program gives you a broad overview of many different skills,” she says. “Daily case study actively builds leadership... View Details

28 Feb 2017
First Look

First Look at New Research, February 28

for success, such as the role of the senior team, and that also have distinct disciplines. Incubation is a frequent point of breakdown for firms that seek to build new businesses inside existing corporations; promising ideas often simply... View Details

Keywords: Sean Silverthorne

04 Mar 2013
Lessons from the Classroom

Lessons from Running GM’s OnStar

Among the most popular elective courses at Harvard Business School is Building and Sustaining a Successful Enterprise (BSSE). Developed by Professor Clayton M. Christensen, the course teaches future leaders how to use well-researched... View Details

Keywords: by Carmen Nobel; Auto

24 Apr 2006
Research & Ideas

Managing Alignment as a Process

product category to attract the customer into the store (measured by the category market share); (2) sharing real estate in malls by building clusters of SMI stores and brands (measured by sales per square... View Details

Keywords: by Robert S. Kaplan & David P. Norton; Apparel & Accessories; Fashion; Consumer Products; Retail

01 Dec 2020
News

Take Time to Transition (If it’s Time)

bank account, and family support system.” Up the structure. Build your own board of directors. “You need a group of people who will offer outside support and call you to account,” Burton advises. Evaluate your approach on a monthly basis.... View Details

01 Nov 2013
News

Selling Crafts with a Story

many key themes running throughout the online marketplace these days: the maker movement, which highlights handcrafted creativity; sustainable commerce (buying local and getting to know the person behind the piece); online branding ; and... View Details

Keywords: Maureen Harmon; crafts; hobbies; ecommerce; Miscellaneous Store Retailers; Retail Trade; Arts, Entertainment

19 Nov 2014
HBS Case

Marketing Marijuana

medium-sized marijuana producers are already trying to build brand loyalty by marketing strains such as Grape Stomper, which boasts a high THC content; sweet-tasting Golden Goat; and low-THC Critical Mass,... View Details

Keywords: by Michael Blanding; Food & Beverage

16 May 2016
HBS Case

Food Safety Economics: The Cost of a Sick Customer

a long time to build up a culture of integrity for any inspection service,” Quelch says. Plus in China, some suspect that foreign brands are at times unfairly targeted, accused of food safety violations that... View Details

Keywords: by Dina Gerdeman; Food & Beverage

21 May 2008
Research & Ideas

Going Negative in Political Advertising

McCain used high profile surrogates such as Governor Charlie Crist to reinforce concerns about his opponent. Why Don't Companies Go Negative? Unlike politicians, companies hardly ever run negative ads. Pepsi ads don't tear down Coke; they View Details

Keywords: by John Quelch

01 Jun 2017
News

Case Study: Something New

and build the capacity to create a second brand that focuses on off-the-rack dress. Many examples are available in fashion and the hospitality industry, such as Banana Republic and Old Navy or Andaz and... View Details

Keywords: April White

Profile

Jeremy King

"On graduation, I found a role in consulting to investment banks, exchanges, hedge funds, and private equity. This role was perfect for me to learn more about the industry and build skills outside science." Through this... View Details

Web

Finalists | New Venture Competition

Hamish Gunasekara Catalog is a new-age commerce platform that helps fashion brands optimize their storefronts for AI shopping agents. Importrix Jamie Linsdell (MS/MBA 2026) Vineet Jammalamadaka (MS/MBA 2026) Kevin Mathew (MS/MBA 2026)... View Details

01 Jun 2012
News

Bringing ‘Global’ Back Home

Ford’s Premier group (including brands such as Volvo, Jaguar, Aston Martin, and Land Rover). With this wealth of international experience, when asked to identify essential “global management” qualities and skills, Fields replies, “Strong... View Details

Keywords: Garry Emmons; Transportation Equipment Manufacturing; Manufacturing

01 Jun 2018
News

Ink: Alumni Books and Recommendations

introduction in the early ’90s of low-fat cookies and other healthier snack foods under the SnackWell’s brand for Nabisco. In the first year, SnackWell’s grew to a $400 million business. Store managers had such a difficult time keeping... View Details

01 Dec 2009
News

Alumni Books

Like Shampoo for Job Seekers: The Proven Personal Branding System to Help You Succeed in any Interview and Secure the Job of Your Dreams by Brenda Bence (MBA ’91) (Global Insight Communications) Strategic Customer Service: Managing the... View Details

Publications