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Show Results For
- All HBS Web
(1,459)
- People (3)
- News (235)
- Research (1,019)
- Events (9)
- Multimedia (4)
- Faculty Publications (463)
- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
Customers value some of the most powerful brands in the world primarily for their "cultural value": They provide imaginative resources that people use to build their identities. These are what Harvard Business School professor Douglas Holt terms identity... View Details
Keywords: by Martha Lagace
Thomas J. Burrell
Burrell created his agency to capitalize on the untapped potential of the black market in America, and in the process, he became a pioneer of target marketing and built the... View Details
Keywords: Services
- 15 Nov 2010
- Lessons from the Classroom
Connecting Goals and Go-To-Market Initiatives
valuations and growth options. A key to meeting growth potential is eliminating the gulf between big-picture strategy and day-to-day field execution. It's often the most difficult part of implementation because you're dealing with a combination of core factors in... View Details
- 05 Sep 2017
- First Look
First Look at New Research and Ideas, September 5, 2017
Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/416026-PDF-ENG Harvard Business School Case 517-040 Marketing Transformation at Mastercard Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm’s View Details
Keywords: Sean Silverthorne
- Profile
Juan Camargo
When the 2014 Cadillac ELR—the carmaker's new electric luxury vehicle—rolled onstage at the Detroit auto show earlier this year, Juan Camargo (MBA 2012) sat in the fourth row, beaming. And it wasn't just because, as assistant marketing... View Details
Cyrus H. K. Curtis
Curtis pioneered many tactics that are hallmarks of modern magazine publishing including securing large-scale advertising revenue by building mass circulation through low subscription prices, introducing market research for View Details
Keywords: Publishing & Print Media
Ernest Gallo
A marketing genius, Gallo targeted the “low end” of the wine market when he introduced Thunderbird in the 1950s. The marketing strategy was a... View Details
Keywords: Food & Tobacco
Walter A. Haas, Jr.
Walter A. Haas Jr. was responsible for Levi’s concentration on blue jeans production. He targeted the marketing strategy to teenagers and as blue jeans became the symbol of nonconformity, Levi’s rapidly... View Details
Keywords: Fabric & Apparel
- 29 May 2013
- Blog Post
It’s going to be a beautiful summer…
to the technology side of things. Specifically, I am interning in the Direct (dot com) Marketing group and working on developing an A/B testing and targeting strategy for the company. In simple terms, A/B... View Details
Keywords: Consumer Products / Retail
- 25 Jun 2018
- Blog Post
The Internship Search: “Is this just a personal interest, or is there a real professional opportunity here?”
talking to friends, family, and HBS colleagues to expand his web of relationships within his target market. “I was really just getting a sense of the landscape,” he says. “Most of these companies are small; I didn’t expect them to hire... View Details
Keywords: Consumer Products / Retail
- 28 Apr 2021
- Blog Post
Alumni Spotlight: Cissy Chen (MBA 2019)
values taught in this class within the firm. In these HBS courses and in the work you have pursued, you have gained perspective on ESG frameworks and their application to the markets in Asia. Can you provide an example of how you’ve... View Details
- 17 Mar 2015
- Research & Ideas
Where Did My Shopping Mall Go?
other place where you are seeing malls thrive is at the high end. The luxury malls, what the industry calls A-class malls, are doing very, very well. It's the B- and C-class malls that are in trouble. These malls are targeting the... View Details
- 21 Feb 2017
- First Look
First Look at New Research: February 21
across medicine. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=52286 forthcoming Strategic Management Journal Overcoming Institutional Voids: A Reputation-Based View of Long-Run Survival By: Gao, Cheng, Tiona Zuzul, Geoffrey Jones, and Tarun Khanna... View Details
Keywords: Carmen Nobel
- 02 May 2023
- Blog Post
Sustainability Career Advice from the Career & Professional Development Office
what you were doing before joining HBS and what inspired you to join the Career & Professional Development (CPD) team. Before coming to HBS, I lived in New York City where I worked in integrated marketing for VH1. During my time at... View Details
- 01 Apr 2000
- News
Getting the Message
the goals of marketers and its employment of technology to facilitate using the Web as an advertising vehicle. In addition to acting as a sales representative for select Web site publishers and advertisers, the company licenses the View Details
Keywords: Susan Young
- 07 Aug 2000
- Research & Ideas
Rocket Science Retailing
that have not been shipped. This process of reading and reacting to market signals has improved CompUSA's ability to match supply with demand. Finally, book and music retailer Borders Group uses historical sales data to customize the... View Details
- 20 Aug 2012
- Research & Ideas
The Acquirers
companies would bid more for an acquisition target than would undervalued acquirers—and that overvalued targets would be more willing to accept takeover offers, leading to waves of M&A activity during a... View Details
- 18 Jun 2001
- Research & Ideas
Tech Investment the Wise Way
market focus is needed to begin the process in order to know what technological attributes to target in the development, and how to resolve the many trade-offs that arise in the course of development, e.g.... View Details
- 15 Nov 2020
- News
Podcasts Engage New Audiences with HBS
criticism of its early social media marketing campaign targeting teens. Then Toffel, who is the Senator John Heinz Professor of Environmental Management, poses a tough question: “What should JUUL do now,... View Details
- 04 May 2023
- Blog Post
Sustainability: Career Advice from HBS Career Coach Hillary Mann
about what you were doing before joining HBS and what inspired you to join the Career & Professional Development (CPD) team. Before coming to HBS, I lived in New York City where I worked in integrated marketing for VH1. During my time... View Details