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Show Results For
- All HBS Web
(958)
- People (2)
- News (381)
- Research (351)
- Multimedia (14)
- Faculty Publications (225)
- 12 Jul 2011
- First Look
First Look: July 12
conservation was morally wrong. Warren needed to convince both individual and institutional investors that his vision would succeed in both generating returns and preserving the natural beauty of Patagonia. Purchase this... View Details
Keywords: Carmen Nobel
- 01 Apr 2002
- News
Back in Business
day, Lhota thought, as beautiful as any the city ever sees. After seven years in the Giuliani administration, including service as the city's budget director, Lhota, the deputy mayor for operations, was becoming more conscious of each... View Details
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- 22 Feb 2016
- Research & Ideas
The ‘Mother of Fair Trade’ was an Unabashed Price Protectionist
important roles in the passage of child labor laws, union labor campaigns, and City Beautiful movements, for example. But Sawyer notes that Gleason is exceptional in that she didn’t participate in issues considered maternal or those... View Details
- Web
Contemporary Black Artists at Harvard Business School | Baker Library | Bloomberg Center | Harvard Business School
their own, everything that is prestigious and beautiful. I cannot but repeat that beauty is our business.” In this photograph, a boy named Francis pretends to lean against a painted image of a wooden entertainment center filled with... View Details
- 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
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- 26 Jul 2006
- Research & Ideas
The Strategic Way to Go to Market
partners who add value, or who could add value, consistent with customer needs; and this means working out a compensation package that is in tune with their effort and performance. The beauty of the channel stewardship discipline is that... View Details
Keywords: by Sean Silverthorne
- June 2022
- Case
Zalando: Becoming the Starting Point for Fashion
By: Antonio Moreno, Leela Nageswaran, Emilie Billaud and Federica Gabrieli
Born in 2008 as a small startup selling flip flops, by mid-2021 Zalando had turned into an online fashion company with an assortment of more than 4,500 international brands, 45 million active customers, and a presence in 23 European markets. An essential component in... View Details
Keywords: Transition; Customer Value and Value Chain; Digital Platforms; Distribution; Order Taking and Fulfillment; Infrastructure; Logistics; Service Operations; Strategy; Business Strategy; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Europe
Moreno, Antonio, Leela Nageswaran, Emilie Billaud, and Federica Gabrieli. "Zalando: Becoming the Starting Point for Fashion." Harvard Business School Case 622-070, June 2022.
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- 15 Aug 2017
- First Look
First Look at New Research and Ideas, August 15, 2017
liberating for women, but some of her strategies, such as wearing white coats in many advertisements designed to signal that she was scientifically qualified, can be used to support a more critical view of the beauty industry. Purchase... View Details
Keywords: Sean Silverthorne
- 01 Dec 2010
- News
How to Survive Past Start-up
redoubled his professional reading. Beck learned to trust her instincts, even when they flew in the face of convention. Rather than follow industry practice and hire part-time employees, she insisted on full-time workers who were serious about building a career in the... View Details
- 25 Jun 2014
- Lessons from the Classroom
FIELD Trip: Conquering the Gap Between Knowing and Doing
supposed to go to Qingdao, China, to help with a chain of beauty salons. Conversations were difficult given language barriers, leading to difficulties understanding the scope of the business until students were just about to leave.... View Details
- Web
Online Digital Marketing Strategy Course | HBS Online
Highlights Ekta Chopra, e.l.f. Beauty CDO Lou Panaccione, OOFOS CEO and Co-Founder OOFOS Recovery Footwear Show Hide Details Concepts Setting Objectives Defining Target Audience Determining Value Proposition Identifying Metrics Featured... View Details
- 01 Jun 2017
- News
Six Receive 2017 HBS Alumni Achievement Award
justice, who signed yours?’ That put everything in the right perspective.” Banking vs. law: “The beauty of investment banking is you can get tremendous amounts of responsibility early in your career. That very much appealed to me. Whereas... View Details
- 01 Apr 2000
- News
A Place in the Sun
a variety of environmental initiatives that he has undertaken over the years. His devotion to preserving the island's natural beauty as well as the Fijian culture has earned Turtle Island accolades that include the 1999 Green Hotelier... View Details
Keywords: Julia Hanna and Garry Emmons
- 01 Mar 2005
- News
In the Blood
back centuries,” says Clay. “There’s a beauty in watching a foal being born and growing up to race and become a champion. It gets in your blood quickly.” When Clay attended the Owner/President Management Program (OPM) in the late 1970s,... View Details
- 17 Jul 2012
- First Look
First Look: July 17
largest Brazilian beauty company and one of the world's top twenty beauty companies, to explore how the logic of globalization is changing for corporations from emerging countries as growth opportunities in... View Details
Keywords: Sean Silverthorne
- 10 Mar 2009
- First Look
First Look: March 10, 2009
16-21 Abstract The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove... View Details
Keywords: Martha Lagace
- 12 Sep 2017
- First Look
First Look at New Research and Ideas, September 12, 2017
classes, beauty products, and eSports offerings. Chairman Lee and VC Lee believe that KCON is a good vehicle for accelerating the Hallyu wave of Korean culture that was still sweeping the globe and riding this wave in promoting CJ Group... View Details
Keywords: Carmen Nobel