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      • June 1994 (Revised August 1994)
      • Case

      Cunard Line Ltd.: Managing Integrated Marketing Communications

      By: Stephen A. Greyser
      Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
      Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry
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      Greyser, Stephen A. "Cunard Line Ltd.: Managing Integrated Marketing Communications." Harvard Business School Case 594-046, June 1994. (Revised August 1994.)
      • April 1994 (Revised March 1997)
      • Case

      Planet Reebok (A)

      By: John A. Quelch
      Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The... View Details
      Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom
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      Quelch, John A. "Planet Reebok (A)." Harvard Business School Case 594-074, April 1994. (Revised March 1997.)
      • March 1994 (Revised May 1994)
      • Case

      Lisa Benton (A)

      By: Linda A. Hill
      Lisa Benton is in her fourth month as an assistant product manager at Houseworld, a leading consumer products company. She has been on the job since graduating from the Harvard Business School, and she has been frustrated from the start by a lack of responsibility, by... View Details
      Keywords: Problems and Challenges; Jobs and Positions; Power and Influence; Relationships; Consumer Products Industry
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      Hill, Linda A. "Lisa Benton (A)." Harvard Business School Case 494-114, March 1994. (Revised May 1994.)
      • December 1993 (Revised March 1997)
      • Case

      Recruiting at Bowles Hollowell Conner & Co.

      By: John J. Gabarro, Herminia M. Ibarra, John P. Kotter and Andrew P. Burtis
      Examines the recruiting process of Bowles Hollowell Conner & Co. (BHC), an investment banking firm known for its work with middle market companies. Specifically, presents a profile of the firm and its recruiting process and then examines that process through the firm's... View Details
      Keywords: Investment Banking; Recruitment; Selection and Staffing; Job Interviews; Banking Industry
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      Gabarro, John J., Herminia M. Ibarra, John P. Kotter, and Andrew P. Burtis. "Recruiting at Bowles Hollowell Conner & Co." Harvard Business School Case 494-071, December 1993. (Revised March 1997.)
      • October 1993 (Revised April 1994)
      • Case

      Jack Welch: General Electric's Revolutionary

      By: Joseph L. Bower and Jay Dial
      Describes the work of Jack Welch as CEO of General Electric from 1981 to 1992, focusing particularly on his transformation of the company's portfolio through extensive dispositions and acquisitions and the company's culture through a mandated process called "work out."... View Details
      Keywords: Acquisition; Transformation; Investment Portfolio; Leadership Style; Management; Organizational Culture; Personal Development and Career
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      Bower, Joseph L., and Jay Dial. "Jack Welch: General Electric's Revolutionary." Harvard Business School Case 394-065, October 1993. (Revised April 1994.)
      • September 1993 (Revised July 1995)
      • Background Note

      Public Policy and the Manager: Conceptual Framework

      By: Willis M. Emmons III
      Government intervention in markets may have significant effects--both positive and negative--on a firm's strategic options and its performance outcomes. Thus the ability to analyze the origins, implications, and dynamics of public policy is a critical managerial skill... View Details
      Keywords: Policy; Management Skills; Government and Politics; Adoption; Business Strategy; Performance Evaluation; Economic Systems
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      Emmons, Willis M., III. "Public Policy and the Manager: Conceptual Framework." Harvard Business School Background Note 794-028, September 1993. (Revised July 1995.)
      • June 1993 (Revised July 1999)
      • Supplement

      The Advertising Council: Earth Share Campaign

      By: V. Kasturi Rangan
      Keywords: Advertising Campaigns
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      Rangan, V. Kasturi. "The Advertising Council: Earth Share Campaign." Harvard Business School Video Supplement 593-516, June 1993. (Revised July 1999.)
      • February 1993
      • Background Note

      Teaching Notes: Communicating the Teacher's Wisdom

      By: James E. Austin
      Provides guidance for the preparation of teaching notes. Sets forth the rationale for teaching notes, what they should contain and why, and how they can be prepared. Based on the experiences of Harvard Business School faculty. View Details
      Keywords: Business Education; Teaching
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      Austin, James E. "Teaching Notes: Communicating the Teacher's Wisdom." Harvard Business School Background Note 793-105, February 1993.
      • January 1993 (Revised August 2003)
      • Case

      Sally Jameson: Valuing Stock Options in a Compensation Package

      By: Peter Tufano
      Details a thinly disguised situation faced by a recent Harvard MBA graduate who was forced by a prospective employer to place a dollar value on a grant of stock options. There are two objectives: 1) Serves as an introduction to option valuation, in which students have... View Details
      Keywords: Valuation; Stock Options; Compensation and Benefits
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      Tufano, Peter, and Michael Lewittes. "Sally Jameson: Valuing Stock Options in a Compensation Package." Harvard Business School Case 293-053, January 1993. (Revised August 2003.)
      • December 1992
      • Case

      BASF: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
      Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
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      Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
      • December 1992
      • Case

      Du Pont: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
      Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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      Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
      • December 1992 (Revised June 1996)
      • Case

      Siemens Corporation (A): Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
      Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States
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      Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
      • December 1992
      • Case

      Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion

      By: Ray A. Goldberg
      Keywords: Restructuring; Advertising Campaigns; Food and Beverage Industry; Europe
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      Goldberg, Ray A. "Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion." Harvard Business School Case 593-067, December 1992.
      • November 1992 (Revised April 1995)
      • Case

      Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign

      By: V. Kasturi Rangan and Jayne D. Kramer
      In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis.... View Details
      Keywords: Advertising Campaigns; Social Marketing; Corporate Social Responsibility and Impact; Research; Environmental Sustainability; Welfare
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      Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign." Harvard Business School Case 593-062, November 1992. (Revised April 1995.)
      • November 1992 (Revised June 1993)
      • Case

      The Advertising Council Teen Alcoholism Campaign: Research and Strategy

      By: V. Kasturi Rangan and Jayne D. Kramer
      Keywords: Advertising Campaigns; Strategy; Health Disorders; Social Issues
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      Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council Teen Alcoholism Campaign: Research and Strategy." Harvard Business School Case 593-060, November 1992. (Revised June 1993.)
      • November 1992 (Revised June 1994)
      • Case

      Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution

      By: V. Kasturi Rangan and Jayne D. Kramer
      Keywords: Advertising Campaigns; Advertising; Strategy
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      Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution." Harvard Business School Case 593-061, November 1992. (Revised June 1994.)
      • March 1992 (Revised March 1995)
      • Case

      Kevin Simpson

      By: Linda A. Hill
      Follows Kevin Simpson, a second-year Harvard Business School 1990 student, through his job search to his final decision between two very attractive but different job offers: a job as an international marketing manager at Eli Lilly and Co., a leading multinational... View Details
      Keywords: Job Offer; Race; Job Search; Decision Choices and Conditions; Decision Making
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      Hill, Linda A. "Kevin Simpson." Harvard Business School Case 492-041, March 1992. (Revised March 1995.)
      • 1992
      • Article

      Making Choices: Aspects of the History of the Harvard Business School MBA Program

      By: Nancy F. Koehn, Thomas R. Piper, V. Kasturi Rangan and Richard S. Tedlow
      Keywords: Higher Education; History; Decision Choices and Conditions; Boston
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      Koehn, Nancy F., Thomas R. Piper, V. Kasturi Rangan, and Richard S. Tedlow. "Making Choices: Aspects of the History of the Harvard Business School MBA Program." MBA Leadership and Learning (1992).
      • November 1991 (Revised October 1993)
      • Supplement

      British Airways: ""Go for It, America!"" Promotion (B)

      By: Stephen A. Greyser
      Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details
      Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
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      Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
      • 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
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      Greyser, Stephen A. "G. Heileman Brewing Co. (A): Power Failure At PowerMaster." Harvard Business School Case 592-017, September 1991. (Revised December 1991.)
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