Brand Value - Publications - Faculty & Research

19 Feb 2008
Research & Ideas

Radical Design, Radical Results

vision," Verganti says. "Steve Jobs has said that the market doesn't always know what it wants. Companies that do radical innovation do not listen to users; they eventually value market feedback, but first they propose things to... View Details

Keywords: by Julia Hanna; Consumer Products

01 Jan 2006
News

Ann S. Moore, MBA 1978

what's important to you and what you stand for; values are critical to success and happiness. Get yourself a compass and forget the clock. It is far more important to know in what direction you are headed than how fast you are going."... View Details

14 Jun 2011
First Look

First Look: June 14

Abstract This paper provides a simple model of platforms with direct network effects, in which users value not just the quantity (i.e., number) of other users who join, but also their average quality in some dimension. A monopoly platform... View Details

Keywords: Sean Silverthorne

Web

Courses by Title - Course Catalog

Organizational Behavior Lynn Paine Spring 2026 Q3Q4 3.0 Crafting Your Life: The First 10 Years Post MBA Organizational Behavior Leslie Perlow Fall 2025 Q1Q2 3.0 Creating Brand Value Marketing Julian de... View Details

06 Dec 2021
News

HBS Curricula Explore the Complexities of Innovation

making. Competing in the Age of Digital Platforms helps participants understand how to create sustainable value whether competing as, with, or against digital platforms, while Competing in the Age of AI—Virtual looks at advancements in AI... View Details

Keywords: Jennifer Gillespie

15 Mar 2021
Blog Post

Be Unapologetically Yourself: Interview with Singer-Songwriter and Banking Strategist Andrea Mendoza

point for Mendoza and she began to build a personal brand around performing while at HBS. She noted “For the first time I thought ‘Maybe these two things can coexist. Maybe I don’t need to be just one thing.’” Bringing Authenticity to... View Details

20 May 2008
First Look

First Look: May 20, 2008

such as stable value funds, balanced funds, and life-cycle (or target date) funds. We find that life-cycle funds designed to match the risk tolerance and investment horizon of investors have small welfare costs. All other choices,... View Details

Keywords: Martha Lagace

14 May 2012
Research & Ideas

Breaking the Smartphone Addiction

at the firm for the long term (58 percent versus 40 percent) and were more likely to perceive that they were providing significant value to their clients (95 percent versus 84 percent). BCG clients reported a range of experiences with PTO... View Details

Keywords: by Leslie A. Perlow

February 2021 (Revised March 2022)
Case

TikTok in 2020: Super App or Supernova?

By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien

TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors... View Details

Citation

Educators

Purchase

21 Feb 2017
First Look

First Look at New Research: February 21

“linguistic expats” who live in their home country yet have to give up their native language in the workplace; “cultural expats” or native speakers of the lingua franca who struggle with organizational values that are more easily... View Details

Keywords: Carmen Nobel

12 Jan 2010
First Look

First Look: Jan. 12

Working PapersA Reference Point Theory of Mergers and Acquisitions Authors:Malcolm Baker, Xin Pan, and Jeffrey Wurgler Abstract The use of judgmental anchors or reference points in valuing corporations affects several basic aspects of... View Details

Keywords: Martha Lagace

26 Nov 2012
Research & Ideas

New Winners and Losers in the Internet Economy

Direct employment in the US Internet ecosystem has doubled in those four years, with 1 million new jobs added to the million that already existed in 2007, according to a recent study commissioned by the Interactive Advertising Bureau, Economic View Details

Keywords: by Dina Gerdeman; Publishing

01 Mar 2012
News

Alumni Book Briefs

discusses how the United States can reformulate some of these ideas from China to foster much-needed change at home. Understanding Michael Porter: The Essential Guide to Competition and Strategy by Joan Magretta (MBA 1983) (Harvard Business Review Press) Competitive... View Details

Keywords: Publishing Industries (except Internet); Information

26 Mar 2012
Research & Ideas

What Neuroscience Tells Us About Consumer Desire

or even how much they will pay for an item. But they aren't very good at accessing where that value comes from, or how and when it is influenced by factors like store displays or brands.” Most humans are a little more complicated than... View Details

Keywords: by Carmen Nobel; Consumer Products

23 Oct 2018
First Look

New Research and Ideas, October 23, 2018

Organizations: Chapter 7 The Value Structure of Technologies, Part 2: Technical and Strategic Bottlenecks as Guides for Action By: Baldwin, Carliss Y. Abstract—The purpose of this chapter is to present analytic tools based on functional... View Details

Keywords: Dina Gerdeman

30 Oct 2005
Research & Ideas

Tuning Jobs to Fit Your Company

Executives must adjust the span of control for each key position and unit on the basis of how the company delivers value to customers. Consider Wal-Mart, which has configured its entire organization to deliver low prices. Wal-Mart's... View Details

Keywords: by Robert Simons

01 Oct 1998
News

Andresen Becomes First European and First Exec. Ed. Graduate to Endow HBS Professorship

program at the Nestlé Group in Germany, where he showed a particular talent for marketing and product management. His skills attracted the attention of the management at Pfizer-Germany, who hired him in 1966 as senior brand manager. A... View Details

15 Feb 2022
Blog Post

Health is Wealth | The Path to Creating a Venture

levels. Collectively, Rachel and Wallerstofer saw an opportunity to build a precision nutrition brand that was more data driven, science backed, and truly personalized. “We came together on this mission to empower individuals to leverage... View Details

21 Jun 2010
Research & Ideas

Strategy and Execution for Emerging Markets

firms should create value wherever they are. But when we ask what kind of value and for whom, who are the relevant stakeholders, how is work actually going to be implemented on the ground, there are... View Details

Keywords: by Martha Lagace

23 Jul 2012
Research & Ideas

Book Excerpt: ‘Talk, Inc.’

or as trained brand ambassadors. By empowering employees to communicate in that way, leaders relinquish much of the control that they formerly exerted over organizational messaging. But they gain a great deal in return. Through... View Details

Keywords: Re: Boris Groysberg

Publications