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20 Jul 2022
News

Wired to be Inspired

in? What's our long term vision for why we are here? Just like ancient mariners used compasses to kind of direct themselves, purpose was an orienting scheme. The second was: Purpose became like an operating... View Details

Keywords: Management of Companies and Enterprises; Management

November 2022
Teaching Note

Proximie: Using XR Technology to Create Borderless Operating Rooms

By: Ariel D. Stern, Alpana Thapar and Menna Hassan

Founded by Nadine Hachach-Haram in 2016, Proximie was a digital medicine platform that used mixed reality and a host of digital audio and visual tools to enable clinicians, proctors, and medical device company personnel to be virtually present in operating rooms (ORs),... View Details

Keywords: Technological Innovation; Business Growth and Maturation; Growth and Development Strategy; Corporate Social Responsibility and Impact; Decision Making; Health Industry; Medical Devices and Supplies Industry

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July 20, 2016
Article

To Increase Sales, Get Customers to Commit a Little at a Time

By: Frank V. Cespedes and David Hoffeld

This article discusses what behavioral research does and does not tell us about factors that aid the "closing" of a sales call. View Details

Keywords: Research; Consumer Behavior; Sales

Citation

June 2020
Teaching Note

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery and David Fubini

Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Consumer Products Industry; Consumer Products Industry; United States; North America

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Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira

Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details

Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry

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16 May 2005
Research & Ideas

Nonprofit Networking: The New Way to Grow

in affiliates and associates that were started locally and were independent organizations. She wanted to build a culture around quality and accountability, and get more services out to the population that... View Details

Keywords: by Martha Lagace

From C-Suite to CEO - Alumni

business. To do that outside of your current role you can: Make a lateral move to a smaller company where you have more opportunity for cross-functional leadership. Taking a lower-level position View Details

The New Rules for Bringing Innovations to Market, Harvard Business Review, March 2004

It's tough to get consumers to adopt innovations--and it's getting tougher all the time. That's because more and more markets are taking on the characteristics of networks. The interconnections among today's companies are so plentiful that often a... View Details

04 Feb 2002
Research & Ideas

How a Juicy Brand Came Back to Life

the Triarc team used. In most corporations, brand marketing sounds like a form of warfare. Consumers are targeted, campaigns are planned, products are positioned and launched, waves of advertising are... View Details

Keywords: by John Deighton; Food & Beverage

01 Jun 2009
News

Too Big To Fail

Capitol Hill. The Case for More Regulation Looking at the historical record, Moss makes a strong case that targeted government regulation of financial markets has worked in the past to lower risk and instill... View Details

Keywords: Roger Thompson; federal bailouts; Credit Intermediation and Related Activities; Finance

March 2011 (Revised February 2014)
Case

Cree, Inc.: Which Bright Future?

By: David J. Collis, Mary Furey and Matthew Shaffer

After its founding in the late 1980s, Cree Inc. quickly grew into a major player in the emerging LED market. By 2007, technological improvements in LEDs had made them suitable for TV, computer, and mobile "backlighting"; and concerns over global warning led to calls to... View Details

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29 Aug 2018
Blog Post

From the Classroom to the Workplace: How I Applied Learnings to my Internship

course, it is possible to apply subjects like strategy or marketing to any company that you work for, especially if you are working in the strategy department. However, here... View Details

Keywords: Consumer Products / Retail

2018
Working Paper

Hot or Not? What Makes Product Categories Attractive to Fair Trade and Eco-labeling Organizations

By: Kristin Sippl

This paper probes extant theory on product diversification in the empirical realm of fair trade and eco-labeling organizations (i.e., certification organizations). While much is known about diversification in for-profit firms, less is known about the more complex... View Details

Keywords: Hybrid Organizations; Fair Trade; Eco-labeling; Goods and Commodities; Diversification; Strategy

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16 Aug 2004
Research & Ideas

Luxury Isn’t What It Used to Be

Cashing in on the $60 billion global luxury goods market has never been tougher—or more rewarding. Competition is keen. And consumer preferences are constantly shifting, causing the concept of luxury itself... View Details

Keywords: by Julia Hanna; Consumer Products

Forthcoming
Article

An AI Method to Score Celebrity Visual Potential from Human Faces

By: Flora Feng, Shunyuan Zhang, Xiao Liu, Kannan Srinivasan and Cait Lamberton

It has long been a mantra of marketing practice that, particularly in low-involvement situations, spokespeople should be physically attractive. This paper suggests there is a higher probability of gaining fame and influence (i.e., celebrity potential) than is captured... View Details

Keywords: Personal Characteristics; AI and Machine Learning; Forecasting and Prediction; Marketing

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26 Apr 2024
HBS Case

Deion Sanders' Prime Lessons for Leading a Team to Victory

caught the eye of major brands and led to marketing contracts. Ultimately, Sanders would go on to become one of the only athletes in the world to... View Details

Keywords: by Avery Forman; Sports

05 May 2010
What Do You Think?

Is Denial Endemic to Management?

"denial is avoidable and leads to failure," such as Henry Ford's presumption that consumers would continue to want black autos in the face of evidence that they were... View Details

Keywords: by Jim Heskett

2010
Article

The Strategic Use of Brand Biographies

By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor

We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details

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03 Jun 2010
Working Paper Summaries

Platforms and Limits to Network Effects

Keywords: by Hanna Halaburda & Mikolaj Jan Piskorski

16 Jun 2020
Research & Ideas

Your Customers Have Changed. Here's How to Engage Them Again.

customers to come to them, they need to go to their customers. Past research demonstrates that firms who maintain or accelerate customer-centric... View Details

Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service