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Show Results For
- All HBS Web
(958)
- People (2)
- News (381)
- Research (349)
- Multimedia (14)
- Faculty Publications (223)
- 10 Mar 2021
- News
Next Normal
people in real life and laughing with them. The virtual world is here to stay, but nothing replaces the beauty of communal physical spaces.” —Aishetu Fatima Dozie (MBA 2002) “I’ve learned that it’s doable and productive but doesn’t feel... View Details
- 13 May 2014
- First Look
First Look: May 13
modernity in the 1920s and 1930s, Chanel's designs wrapped high and low cultural references into beautiful yet practical clothing and jewelry for women of Europe and the Americas. In their articulation of clean, classic lines, her designs... View Details
Keywords: Sean Silverthorne
- 22 Jan 2013
- First Look
First Look: Jan. 22
had developed a unique set of benefits and cultural amenities for its employees, including a beautiful residential campus, known as the Living Quarters (LQ), and an award winning international school from pre-kindergarten through twelfth... View Details
Keywords: Sean Silverthorne
- 01 Mar 2023
- News
March 2023 Alumni and Faculty Books
better prepared and more resilient for success in the face of life’s uncertainties. Many Colors Make a Rainbow: Diversity & Inclusion Make Us Better Together By Doctor Daffee a.k.a David Fisher (MBA 1980) Book Biz LLC In a beautiful... View Details
- 01 Mar 2012
- News
The Accidental Innovator
access to a truly first-rate education. That sounds a lot better than starting a business that educates some subset of the developed world and then eventually selling it off to somebody. I already have a beautiful wife, a hilarious son,... View Details
- 26 Jul 2006
- Research & Ideas
The Strategic Way to Go to Market
partners who add value, or who could add value, consistent with customer needs; and this means working out a compensation package that is in tune with their effort and performance. The beauty of the channel stewardship discipline is that... View Details
Keywords: by Sean Silverthorne
- 22 Feb 2016
- Research & Ideas
The ‘Mother of Fair Trade’ was an Unabashed Price Protectionist
important roles in the passage of child labor laws, union labor campaigns, and City Beautiful movements, for example. But Sawyer notes that Gleason is exceptional in that she didn’t participate in issues considered maternal or those... View Details
- 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.)
- 19 Aug 2024
- News
Quantum Leap
lack of certainty concerning qubits themselves. That’s because SEEQC’s control chips are inherently qubit-agnostic: While they currently support the company’s own superconducting qubits, they should work with all the other varieties of qubit under development. “That’s... View Details
- 01 Jun 2019
- News
City on a Hill
beauty of the campus and the traditional mountain culture that infuses the school’s offerings, from the workshops on beekeeping and pottery-making to the wood carvings and herbal products in the gift shop. “It’s the oil that makes the... 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
- 12 Sep 2017
- First Look
First Look at New Research and Ideas, September 12, 2017
classes, beauty products, and eSports offerings. Chairman Lee and VC Lee believe that KCON is a good vehicle for accelerating the Hallyu wave of Korean culture that was still sweeping the globe and riding this wave in promoting CJ Group... View Details
Keywords: Carmen Nobel
- 18 Apr 2022
- News
Home Grown
would then show me something around sports because I am a sports fanatic. I love a lot of the content coming from the creators. So I would see a lot of that. JH: Yeah. So I’m wondering how do you make money on something like that? Is it an ad model or how does that... View Details
- 15 Aug 2017
- First Look
First Look at New Research and Ideas, August 15, 2017
liberating for women, but some of her strategies, such as wearing white coats in many advertisements designed to signal that she was scientifically qualified, can be used to support a more critical view of the beauty industry. Purchase... View Details
Keywords: Sean Silverthorne
- 01 Dec 2010
- News
How to Survive Past Start-up
redoubled his professional reading. Beck learned to trust her instincts, even when they flew in the face of convention. Rather than follow industry practice and hire part-time employees, she insisted on full-time workers who were serious about building a career in the... View Details
- 17 Jan 2012
- First Look
First Look: January 17
Birchbox Defends Against Copycat Competitors Peter A. Coles and Benjamin EdelmanHarvard Business School Case 912-010 Birchbox offers trial-sized beauty products delivered monthly by mail-attracting rave reviews. Seeing the success of this... View Details
Keywords: Sean Silverthorne
- 01 Jun 2015
- News
Screen Grab
Vessel, a service that offers subscribers early access to new content from YouTube and more mainstream celebrities for a monthly fee of $2.99. (Subscribers can view online original content such as Alec Baldwin’s Love Ride or the latest videos from “next generation”... View Details
Keywords: Julia Hanna; HBO; Netflix; Hulu; Vimeo; YouTube; Telecommunications; Information; Arts, Entertainment
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation 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; United States; North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).