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Show Results For
- All HBS Web
(951)
- People (2)
- News (373)
- Research (348)
- Multimedia (14)
- Faculty Publications (222)
- 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.)
- 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.
- 01 Jun 2004
- News
Luxe Redux
memory are necessary, but not sufficient, he says. Ultimately, quality and beauty are paramount. “Nuances in fashion and design are always in flux, so you need to listen to the market carefully. To the extent that I can be open and listen... View Details
- 05 May 2022
- News
Lesson Plans
growth mindset, they’re building their grit, their perseverance, they’re taking agency over their learning. And all sorts of beautiful things can start to happen in the actual classroom. Instead of it being focused on the lecture,... View Details
- 01 Dec 2018
- News
Alumni and Faculty Books for December 2018
they work to peel away a portion of the consumer decision-making process, the way Birchbox offered women a new way to sample new beauty products from a variety of cosmetics and fragrance companies, without having to go to the Revlon or... View Details
- 01 Mar 2025
- News
Alumni and Faculty Books
Portraits of Ukraine is enhanced by hundreds of beautiful and evocative images. The authors present a complex, riveting history that has made Ukraine what it is today: an independent, democratic European nation of 40 million people who... View Details
- 01 Sep 2011
- News
The Spangler Effect
to meet Mr. Spangler, and we thanked him for the amazing building. What was really neat about the whole morning was he was so interested in hearing about what we were studying, and what cases we were doing. You could really feel how much this building meant to him — it... View Details
- 15 Jun 2021
- News
Alumni Achievement Awards 2021
Making A Beautiful Planet was the most important thing I did as an astronaut, because so many people have seen it as an IMAX movie and will see it in the future. I came away from that experience thinking, you know, all is not lost. Earth... View Details
- 30 Jun 2015
- First Look
First Look: June 30, 2015
case: https://cb.hbsp.harvard.edu/cbmp/product/515095-PDF-ENG Harvard Business School Case 515-097 Philips Healthcare Latin America On a beautiful sunny afternoon in October 2013, Daniel Mazon (GMP 15), decided to take some time out of... View Details
Keywords: Carmen Nobel
- 01 Jun 2011
- News
The House that Howard Built
the 1950s in then rural Holladay, Utah. With a brother six years older and a sister six years his junior, young Howard often had to amuse himself. Holladay was a great place for a boy to go hunting jackrabbits and ramble through the starkly View Details
- 15 Oct 2020
- Blog Post
Celebrating Latinx Heritage Month at HBS
to realize that most people feel like outsiders - feel like they are different. It's a beautiful thing and worth celebrating. During LHM, we are reminded that the Latinx experience is incredibly diverse. We have different mother tongues.... View Details
- 01 Sep 2024
- News
Back to School
There are some things you just can’t learn in an HBS classroom—what it takes to jump out of an airplane, for instance, or the experience of playing at the World Series of Poker. Yet those kinds of out-of-office pursuits are important, says HBS assistant professor Jon... View Details
- 06 Jan 2017
- News
Mental Illness and the Workplace
illness in the workplace? Switz: The beauty of The Stability Network is we have many, many voices and experiences speaking out, but if I just were to highlight a couple-- Elyn Saks is a professor at USC and has been very outspoken about... View Details
- 01 Dec 2004
- News
Retirement's Changing Face
my boat, and I am going to go down and give it a big kiss,’ ” he says, adding, “It’s beautiful down there. You’re weightless, like the astronauts, so you move around in an environment that’s very mystical and spooky. The only noise is the... View Details
Keywords: Personal Services
- 01 Dec 2010
- News
This Is What I Do
luxury cruise ship designed especially for the South Pacific. Bailey, whose wife, Mireille, is Polynesian, has lived in Tahiti since 1985. “The breathtaking natural beauty of these islands and the astonishing authenticity of the local... View Details
- 2013
- Working Paper
Debating the Responsibility of Capitalism in Historical and Global Perspective
By: Geoffrey Jones
This working paper examines the evolution of concepts of the responsibility of business in a historical and global perspective. It shows that from the nineteenth century American, European, Japanese, Indian and other business leaders discussed the responsibilities of... View Details
Keywords: Rachel Carson; Sustainability; Local Food; Operations Management; Supply Chain; Business And Society; Business Ethics; Business History; Corporate Philanthropy; Corporate Social Responsibility; Corporate Social Responsibility And Impact; Environmentalism; Environmental Entrepreneurship; Environmental And Social Sustainability; Ethics; Globalization; History; Religion; 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; Asia; Europe; Latin America; Middle East; North and Central America; Africa
Jones, Geoffrey. "Debating the Responsibility of Capitalism in Historical and Global Perspective." Harvard Business School Working Paper, No. 14-004, July 2013.
- 05 May 2023
- News
Fail Better
Subscribe on iTunes Subscribe on Spotify More Skydeck episodes Dan Morrell: Every year, HBS selects a small handful of outstanding alums to receive its most important honor, the Alumni Achievement Award. This year's recipients work in finance, politics, biopharma, and... View Details
- 01 Dec 2000
- News
Opening Doors: Inside the World of Museum Management
United States around 1900, and the initial "wow" factor that visitors experience when entering these buildings is often a partial reaction to the scope and beauty of their architecture. There is nothing like walking into the Field Museum... View Details
- 23 Sep 2008
- First Look
First Look: September 23, 2008
past five years, I have uncovered hundreds of online advertising scams defrauding thousands of users—not to mention all the web's top merchants. This chapter summarizes some of what I've found—and what users and advertisers can do to protect themselves. (Forthcoming in... View Details
Keywords: Martha Lagace