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  • July 1977 (Revised February 1978)
  • Case

Rose Milk

By: Stephen A. Greyser
Keywords: Advertising; Beauty and Cosmetics Industry
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Greyser, Stephen A. "Rose Milk." Harvard Business School Case 578-024, July 1977. (Revised February 1978.)
  • June 2010
  • Teaching Note

Diamond Foods (TN)

By: David E. Bell, Natalie Kindred and Mary Louise Shelman
Teaching Note for 510013.. View Details
Keywords: Cooperative Ownership; Transformation; Advertising Campaigns; Corporate Strategy; Product; Organizational Culture; Food and Beverage Industry
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Bell, David E., Natalie Kindred, and Mary Louise Shelman. "Diamond Foods (TN)." Harvard Business School Teaching Note 510-067, June 2010.
  • August 2008
  • Teaching Note

Go Red for Women: Raising Heart Health Awareness (TN)

By: V. Kasturi Rangan and Marie Madelene Bell
Teaching Note for [507026]. View Details
Keywords: Corporate Strategy; Financing and Loans; Risk and Uncertainty; Advertising Campaigns; Health Care and Treatment; Health Industry
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Rangan, V. Kasturi, and Marie Madelene Bell. "Go Red for Women: Raising Heart Health Awareness (TN)." Harvard Business School Teaching Note 509-017, August 2008.
  • 24 Feb 2014
  • Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in... View Details
Keywords: by Carmen Nobel; Advertising; Advertising; Advertising
  • 10 Jan 2011
  • Research & Ideas

Is Groupon Good for Retailers?

Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details
Keywords: by Carmen Nobel; Advertising; Advertising
  • April 1994
  • Supplement

Planet Reebok (B)

By: John A. Quelch
Supplements Planet Reebok (A). 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 (B)." Harvard Business School Supplement 594-095, April 1994.
  • 02 Mar 2020
  • What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

mentioning both positives and negatives of the card. The latter attracted not only customers who were more loyal and spent more money with the card, they were less likely to make late payments. In this case candor paid off, contrary to conventional thinking among some... View Details
Keywords: by James Heskett
  • November 1990
  • Case

Eastern Airlines: The ""Fight Back"" Campaign

By: Stephen A. Greyser and Norman Klein
Keywords: Advertising Campaigns; Air Transportation Industry
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Greyser, Stephen A., and Norman Klein. Eastern Airlines: The ""Fight Back"" Campaign. Harvard Business School Case 591-044, November 1990.
  • February 1974
  • Case

Listerine Lozenges

By: Stephen A. Greyser
Keywords: Advertising Campaigns; Pharmaceutical Industry
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Greyser, Stephen A. "Listerine Lozenges." Harvard Business School Case 574-062, February 1974.
  • 06 Mar 2007
  • First Look

First Look: March 6, 2007

distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing home page, and with new offerings for advertisers and affiliates as well as video... View Details
Keywords: Martha Lagace
  • April 2015
  • Case

Who Owns the Whale? (Abridged)

By: Thales S. Teixeira and David E. Bell
Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details
Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; United States; United Kingdom
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Teixeira, Thales S., and David E. Bell. "Who Owns the Whale? (Abridged)." Harvard Business School Case 515-108, April 2015.
  • May 1982 (Revised April 1984)
  • Case

Consolidated Foods Corp. (A)

Top management at Consolidated Foods was concerned about consumer complaints and threatened boycotts, some relating to television and print ad content and others relating to sponsorship of television programs thought to portray excessive sex or violence. Describes the... View Details
Keywords: Customers; Marketing Communications; Crisis Management; Advertising
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Goodpaster, Kenneth E. "Consolidated Foods Corp. (A)." Harvard Business School Case 382-158, May 1982. (Revised April 1984.)
  • February 1995 (Revised November 1996)
  • Case

MasterCard and World Championship Soccer

By: John A. Quelch and Carin-Isabel Knoop
The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details
Keywords: Credit Cards; Marketing Strategy; Multinational Firms and Management; Advertising Campaigns; Globalization; Sports; Financial Services Industry; Sports Industry; France; United States
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Quelch, John A., and Carin-Isabel Knoop. "MasterCard and World Championship Soccer." Harvard Business School Case 595-040, February 1995. (Revised November 1996.)
  • 20 Nov 2012
  • First Look

First Look: November 20

  PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a... View Details
Keywords: Sean Silverthorne
  • 20 Aug 2018
  • Research & Ideas

Bargain Hunters Beware: A Store's 'Original Price' Might Not Be After All

PeopleImages Sale! Even the word is enough to send a flutter through the hearts of certain shoppers, who salivate in anticipation of scoring a discount off a product’s original price. Few consumers stop to think, however, that the only way they know they are getting a... View Details
Keywords: by Michael Blanding; Advertising; Advertising
  • September 1994
  • Case

Benetton: The "United Colors" Communications Campaigns

By: James L. Heskett, Stephen A. Greyser and Norman Klein
Keywords: Advertising Campaigns; Apparel and Accessories Industry
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Heskett, James L., Stephen A. Greyser, and Norman Klein. Benetton: The "United Colors" Communications Campaigns. Harvard Business School Case 595-032, September 1994.
  • 14 Feb 2005
  • Research & Ideas

Desktop Search and Revenue Streams

kinds of systems we see as being very effective, in that they're not intrusive…and the value you get back far outweighs the expense of clicks," he said. Eisenmann also asked participants if the advertising revenue model will... View Details
Keywords: by Julie Jette
  • 14 Sep 2009
  • Research & Ideas

Understanding Users of Social Networks

findings show that people don't click through on advertising on social networks. "A good analogy is to imagine sitting at a table with friends when a stranger pulls up a chair, sits down, and tries to sell you something while you are... View Details
Keywords: by Sean Silverthorne; Advertising; Advertising
  • January 1989 (Revised December 1991)
  • Case

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

By: Stephen A. Greyser
Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details
Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States
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Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (A). Harvard Business School Case 589-089, January 1989. (Revised December 1991.)
  • 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; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
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Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
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