Brand Building - Publications - Faculty & Research

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

11 Jun 2001
Research & Ideas

E-Commerce Unplugged

revenues over a five-year period. Building m-commerce applications will present huge challenges. Instead of improving a product or refining a distribution channel, companies will need to leverage superior consumer insights to develop... View Details

Keywords: by Nitin Nohria & Marty Leestma

06 Dec 2021
News

Monaco's Digital Transformation

well the challenges that lay ahead. DIGITAL LEADERSHIP: Read how the president and CEO of Trusted Media Brands is spearheading digital innovation at her company in the 3-Minute Briefing: Bonnie Kintzer (MBA 1987). DIGITAL LEADERSHIP: Read... View Details

Keywords: Jennifer Gillespie

Web

Field Course: Life Sciences Venture Creation - Course Catalog

careers within the life sciences Building a brand and community within the industry to leverage for help Building budgets; licensing/creating intellectual property; legal and... View Details

05 Apr 2011
First Look

First Look: April 5

Authors:Tiona Zuzul and Amy C. Edmondson Abstract Building on research in strategy formation and organizational innovation, this paper reports on a field study of a young company in the sustainable cities industry. We examine how company... View Details

Keywords: Sean Silverthorne

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

television brings people together and lets advertisers build giant brands and promote broad cultural trends, the Web segments the audience into small pockets of interest. Mass marketers have a whole new game... View Details

Keywords: by Peter K. Jacobs

28 Feb 2024
Blog Post

African American Student Union Spotlight on Entrepreneurship

Initially, I worked for three years at the Nike World Headquarters in Beaverton, Oregon, as a rotational operations analyst. Following this, I relocated to Los Angeles, California, to serve as a program manager. In this role, I helped 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

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

01 Jun 2010
News

Alumni Eager to Help Shape School’s Future

and in-depth interviews with a global cross-section of alumni and identified three primary areas of long-term interests: Alumni Engagement — How can alumni, in partnership with HBS, maintain and build strong connections with each other,... View Details

Keywords: Ann Kelly

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

15 Jan 2018
Research & Ideas

A Better Business Model for Fighting Cancer

need for genetic testing. Business techniques employed include developing an emotive brand to draw people in; using more social media; employing jargon-free language; and “making everything simple and straightforward, from our... View Details

Keywords: by Julia Hanna; Health; Pharmaceutical

06 Dec 2021
News

HBS Curricula Explore the Complexities of Innovation

commercialization paths. “One of the biggest takeaways was that these technologies require new types of business models and monetization schemes. We explored how you build a business around these innovations and what the competitive... View Details

Keywords: Jennifer Gillespie

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

10 Mar 2021
News

In My Humble Opinion: A Timely Tension

Thoren believes there doesn’t need to be a divide between for-profit and nonprofit missions. In December 2020, she joined outdoor-clothing brand Patagonia as director of Environmental Action and Initiatives, EMEA, a position that unites... View Details

Keywords: April White

01 Jun 2018
News

Floor It

so that we can help get clinical trials done and move the pace of discovery even quicker.” How do they expect to get there? Here, a look at the accelerator’s model, which comprises four work streams, each inspecting a different part of the pipeline. View Details

Keywords: Julia Hanna; illustration by Mengxin Li

20 Dec 2018
Blog Post

A Time For Opportunity In Food and Agriculture

fundamentals, and take advantage of all the school has to offer. Ledoux reflected that courses she took in negotiation and marketing have been crucial to her success in building her business. She frequently thinks back to cases that Prof.... View Details

20 May 2020
News

Keeping Families Connected

executive, Tuchman points out that traditional video-call technology wasn’t built for children. “Adults are fine spending hours on video-calls, talking and asking each other questions.” But kids have short attention spans and need to be active and engaged. “Children... View Details

05 May 2011
News

Blazing a Trail for Glenn Beck

to be a successful media executive and leader in the digital media space, and her unique perspective and experiences will be valuable in building The Blaze as a vibrant, impactful community,” Beck said in a news release. Morgan served as... View Details

Keywords: News, Library, Internet, and Other Services; Information

01 Jan 2008
News

Anand G. Mahindra, MBA 1981

Nature, Purpose, and Practice of the Movie Business, by David Mamet “My penchant is for building brands that find a place in the customer’s mind and for developing businesses that live or die by how well... View Details

Publications