Publications

July 1977 (Revised February 1978)
Case

Rose Milk

By: Stephen A. Greyser

Keywords: Advertising; Beauty and Cosmetics Industry

27 Sep 2018
Working Paper Summaries

Large-Scale Demand Estimation with Search Data

Keywords: by Tomomichi Amano, Andrew Rhodes, and Stephan Seiler; Retail

23 Apr 2014
HBS Case

Are Electronic Cigarettes a Public Good or Health Hazard?

companies will manage the marketing of e-cigarette brands to maximize profitability for their shareholders” The growing sales of electronic cigarettes also caught the attention of regulators. The products had been completely unregulated—they could be View Details

Keywords: by Michael Blanding; Advertising; Advertising

April 1978
Case

FTC and Listerine Antiseptic

By: Stephen A. Greyser

Keywords: Business and Government Relations; Misleading and Fraudulent Advertising; Pharmaceutical Industry

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

2015
Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details

Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Advertising Industry; Advertising Industry

March 1996 (Revised October 1997)
Case

Dewar's (B): Preliminary Results of the Repositioning Campaign

By: Alvin J. Silk and Lisa Klein Pearo

Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. View Details

Keywords: Product Positioning; Marketing Strategy; Advertising Campaigns; Food and Beverage Industry

Educators

August 1990
Case

General Foods Corp.: Adapting to the New Electronic Media

By: Stephen A. Greyser

Keywords: Advertising; Media; Strategy; Food and Beverage Industry

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

Educators

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

May 2020 (Revised July 2020)
Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details

Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America

29 Oct 2018
Research & Ideas

Hunting for a Hot Job in High Tech? Try 'Digitization Economist'

problems like advertising auctions and market design. The accelerating phenomenon has given rise to a new field within economics called the economics of digitization. Research from the field is quickly finding its way into practice,... View Details

Keywords: by Roberta Holland; Technology; Education

02 May 2016
Research & Ideas

Why People Don’t Vote--and How a Good Ground Game Helps

Democracy has a dirty little secret. Despite the fever pitch over presidential primaries this year, the truth is there are few people actually voting. Before the most recent round of voting, only some 11 percent of eligible Democrats voted in the primaries, and the... View Details

Keywords: by Michael Blanding; Communications; Public Relations

November 1982 (Revised June 1983)
Case

Casual Male: Off-Price Men's Apparel Retailing

By: Richard S. Tedlow

Keywords: Marketing Strategy; Advertising; Apparel and Accessories Industry