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(1,919)
- News (343)
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Show Results For
- All HBS Web
(1,919)
- News (343)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
- 2008
- Working Paper
An Investigation of Earnings Management through Marketing Actions
By: Craig James Chapman and Thomas J. Steenburgh
Prior research hypothesizes managers use "real actions," including the reduction of discretionary expenditures, to manage earnings to meet or beat key benchmarks. This paper examines this hypothesis by testing how different types of marketing expenditures are used... View Details
Keywords: Performance Expectations; Earnings Management; Marketing Strategy; Financial Reporting; Brands and Branding; Food and Beverage Industry
Chapman, Craig James, and Thomas J. Steenburgh. "An Investigation of Earnings Management through Marketing Actions." Harvard Business School Working Paper, No. 08-073, February 2008. (Revised February 2009, December 2009, June 2010, July 2010.)
- December 2018 (Revised September 2019)
- Case
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details
Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America
Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
- 19 Apr 2010
- Research & Ideas
The History of Beauty
advertising budgets sharply upwards. Charles Revson was a master of using the new medium to grow brands. Revlon's fortunes were made through its sponsorship of The $64,000 Question game show that began broadcasting on CBS in 1955. Later... View Details
- Web
About the Center - Christensen Center for Teaching & Learning
and external clients. Clare joined the Center in 2005 as Coordinator and has also worked as a Faculty Assistant here at the Business School. Before HBS, Clare was an Advertising Associate Producer, producing television and radio... View Details
- 16 Feb 2012
- Working Paper Summaries
Platform Competition Under Partial Belief Advantage
- 03 Oct 2005
- Research & Ideas
The Box Office Power of Stars
film, such as whether to open a movie in a large number of theaters, whether to use television advertising to promote the film, and whether to avoid a competitive, high-season opening weekend may impact its market success as well.... View Details
- 22 Apr 2019
- Research & Ideas
Why Salespeople Struggle at Leading
says, noting that according to US Bureau of Labor Statistics, 12 percent of the workforce is listed as salespeople, a figure that has grown in the 21st century. Plus, the $900 billion that is spent on sales forces by US companies is three times what firms spend on all... View Details
Keywords: by Dina Gerdeman
- Web
Networking Events - Recruiting
resume books and student clubs to find interested students. Email club leaders to market events via newsletters or group chats. Some clubs may require yearly sponsorship to host events, participate in conferences, and advertise job... View Details
Walter A. Friedman
Walter A. Friedman is Director of the Business History Initiative and Lecturer. He edits Business History Review with Geoff Jones. He specializes in business, labor, and economic history. He is author of Fortune Tellers: The Story of America's First... View Details
Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
John A. Deighton
John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details
- Web
Health Care - Faculty & Research
Regulation ; Profit ; Trade ; Digital Strategy ; Innovation Strategy ; Crisis Management ; Growth and Development Strategy ; Resource Allocation ; Advertising ; Brands and Branding ; E-commerce ; Business and Community Relations ;... View Details
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- 17 Dec 2014
- Research & Ideas
How Our Brain Determines if the Product is Worth the Price
decision. Participants were significantly more likely to purchase a product if they saw the price first than if they saw the product first. For retailers this indicates that it makes sense to lead with the price, at least when advertising... View Details
- September 2010 (Revised February 2011)
- Case
Red Lobster
By: David E. Bell and Jason Riis
Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details
Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry
Bell, David E., and Jason Riis. "Red Lobster." Harvard Business School Case 511-052, September 2010. (Revised February 2011.)
- 12 Mar 2006
- Research & Ideas
New Research Explores Multi-Sided Markets
its cans, and Sony for its electronic devices. These suppliers are then responsible for supplying, displaying, pricing, and advertising their merchandise within the space allocated by Wal-Mart, and they receive the revenue from sales to... View Details
- 13 Nov 2013
- Research & Ideas
Should Men’s Products Fear a Woman’s Touch?
Most eight-year-olds are familiar with cooties: an imaginary infectious disease spread through proximity to children of the opposite sex. We eventually outgrow the silly idea. But when it comes to the world of consumer products, fear of associating with the opposite... View Details
- 12 Dec 2005
- Research & Ideas
Using the Law to Strategic Advantage
created by employees. The risk of product liability may make it unwise to pursue certain marketing strategies, such as widespread direct-to-consumer advertising of a drug with known risk factors that must be balanced against the potential... View Details
- 19 Apr 2004
- Research & Ideas
Birth of the American Salesman
twentieth century, Americans read how-to-sell books and turned Bruce Barton's The Man Nobody Knows (1925), which portrayed Jesus Christ as a successful sales and advertising executive, into a bestseller. Books on salesmanship skills still... View Details
Keywords: by Laura Linard
- 08 Jul 2019
- Research & Ideas
Are Paywalls Saving Newspapers?
paywall sales strategy, you have to make sure you have the reputation and the uniqueness of content to do it ” “We look at the whole picture—both the digital and print channels, and the two revenue sources of the firms, advertising and... View Details
- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
built from the ground up and rebuilt again when the competitive landscape shifts. A Good Place to Start Super Bowl Ads Sell Products, but Do They Sell Brands?Super Bowl advertising is increasingly about using storytelling to sell... View Details