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Show Results For
- All HBS Web
(1,931)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- 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
- 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
- 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
- 16 Nov 2015
- Research & Ideas
Does Competition Make Us More Creative?
Competition can bring out the best in salespeople, athletes, and participants in hot dog eating contests—but can it make employees more creative? A recent working paper by Daniel P. Gross finds that competition can motivate creative types to produce radically novel,... 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
- 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
- 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.)
- Web
Advisory Board - Entrepreneurship
Advertising Bureau, where he continues to champion innovation in online advertising. Bonnie had guided the successful marriage of CNET Networks' authoritative, award-winning content with the power of technology, evolving the company's... View Details
- May 2022
- Case
Maestro Pizza: Coming in Hot!
By: Ramon Casadesus-Masanell and Fares Khrais
Maestro Pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of... View Details
Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Middle East; Saudi Arabia
Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza: Coming in Hot!" Harvard Business School Case 722-399, May 2022.
- 16 Jun 2020
- Research & Ideas
Your Customers Have Changed. Here's How to Engage Them Again.
current customers about products/services, digital and delivery options, health safeguards, and payment plans. 7-Eleven advertises on Spotify about its availability of daily staples, attracting a new segment of customers. Staples offers... View Details
- Web
Impact of the New Medium - Edwin H. Land & Polaroid | Harvard Business School
Casselman sagely noted, "This is the first camera in history that can be completely demonstrated—and history shows that it's the demonstration that clinches the sale— providing it's a good one!" 70 An early advertiser on television,... View Details
- 09 Jan 2020
- Book
Rethinking Business Strategy in the Age of AI
business and operating models had always been driven by data, networks, and software. After all, Google commercialized the world’s best search algorithm, developed leading advertising technology, and turned Android into the world’s most... View Details
Keywords: by Dina Gerdeman
- Research Summary
My research draws upon social and cultural theories to address three important topics in marketing: branding strategy, organizing to deliver creative content, and cultural consumer behavior:
1)Branding Strategy: How are iconic brands built?
I have... View Details
- November 2018 (Revised January 2022)
- Case
JUUL and the Vaping Revolution
By: Michael W. Toffel, John Masko and Sarah Mehta
In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Digital Marketing; Customers; Innovation and Invention; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco; California
Toffel, Michael W., John Masko, and Sarah Mehta. "JUUL and the Vaping Revolution." Harvard Business School Case 619-006, November 2018. (Revised January 2022.)
- 16 Apr 2001
- Research & Ideas
Strategy and the Internet
indiscriminately through discounting, giveaways, promotions, channel incentives, and heavy advertising. Rather than concentrate on delivering real value that earns an attractive price from customers, they have pursued indirect revenues from sources such as View Details
Keywords: by Michael E. Porter
- November 2022
- Background Note
The Future of E-Commerce: Lessons from the Livestream Wars in China
By: Ayelet Israeli, Jeremy Yang and Billy Chan
This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of... View Details
Keywords: Retail; Retailing; E-commerce; E-Commerce Strategy; Ecommerce; Channels Of Distribution; Marketing Communication; Livestream Commerce; Marketing; Marketing Channels; Marketing Strategy; Advertising; Brands and Branding; Media; Consumer Behavior; Social Media; Advertising Industry; Advertising Industry; Advertising Industry; China; United States; United Kingdom
Israeli, Ayelet, Jeremy Yang, and Billy Chan. "The Future of E-Commerce: Lessons from the Livestream Wars in China." Harvard Business School Background Note 523-055, November 2022.
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
create more opportunity for advertising, so TikTok is building out its ad sales force. More advertising means that it can offer creators the revenue opportunities long available on YouTube. TikTok recently announced an ad revenue share... View Details
Keywords: by John Deighton and Leora Kornfeld
- 08 Sep 2014
- Research & Ideas
The Strategic Way To Hire a Sales Team
Google and Groupon, for instance, a higher percentage of employees work in sales than engineering or data mining. And at Facebook the salesforce's ability to translate 'likes' into advertisers will make or break that company's valuation... View Details
Keywords: by Carmen Nobel
Richard S. Tedlow
Richard S. Tedlow is the Class of 1949 Professor of Business Administration at the Harvard Business School, where he is a specialist in the history of business.
Professor Tedlow received his B.A. from Yale in 1969 and his M.A. and Ph.D. in history from... View Details
- 03 Jun 2013
- Research & Ideas
The Power of Rituals in Life, Death, and Business
food rituals with its 1990s ad campaign for Reese's Peanut Butter Cups: "There's no wrong way to eat a Reese's." Nabisco has used similar tactics in advertising Oreo cookies. Click to watch. To see whether they could achieve the... View Details
Keywords: by Carmen Nobel