Campaigns - Publications - Faculty & Research

2013
Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details

Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry

Citation

Purchase

Portrait Project

Elsa Sze

campaign flyers we've been handing out. "I'm sure you'll be President one day! I'll vote for you, Antonio!" I've lied. I know the stats. A boy from this place is half as likely to finish school and twice as likely to be jobless,... View Details

Web

Introduction

Programs Alumni Faculty & Research Baker Library Campaign Harvard Business Review Initiatives News Recruit Map / Directions Search Search Search Uh oh! We weren't able to find the page. Here are some suggestions to help you locate the... View Details

01 Jun 2012
News

The American Dream

LAWSON: Campaigning for Congress, a probusiness entrepreneur who advocates for the middle class. An IBM engineer, Stacey Lawson (MBA 1996) noticed that a number of her colleagues, though surrounded by technology, still used pencil and... View Details

Keywords: Executive, Legislative, and Other General Government Support; Government; Computer Systems Design and Related Services; Professional Services

02 May 2016
News

Building Startup Skills for Business and Life

students. Daugherty cochaired the fundraising campaign and serves as the center’s executive chair. “The thrill, for me,” he says, “is getting students excited about the future and moving on to higher education.” (Published May 2016) View Details

15 Nov 2016
News

Transferring Skills From The Military to the Private Sector

Rebecca Greenbaum (photo by Ann Hermes) Rebecca Greenbaum (photo by Ann Hermes) It was the “opportunity to be part of something bigger than myself” that drew Rebecca Greenbaum (MBA 2017) to the US Naval Academy. After graduating and earning a master’s degree, her early... View Details

01 Sep 2017
News

Futures Made Bright Through Opportunity

Helping African Businesses Compete on the Global Stage Sheila Kyarisiima’s (MBA/MPA 2017) curiosity about building things, especially infrastructure, prompted the Kampala, Uganda, native to come to the United States in 2007 to study engineering. Now, a decade later,... View Details

Keywords: Management of Companies and Enterprises; Management

01 Dec 2013
News

Joining Together for HBS

Judy (MBA 1983) and Steve (MBA 1982) Pagliuca Harvard Business School has an extraordinary legacy of educating and empowering leaders who make a positive impact on business practices and societal problems. This legacy exists today because of past alumni support for... View Details

Keywords: alumni giving; innovation; business education

11 Nov 2013
Research & Ideas

A Smarter Way to Reduce Customer Defections

estimated likelihood that they will flee and then offering incentives to a core group of customers at the top of the churn ranking. Gupta says these traditional methods are flawed. The two steps are not set up to maximize bottom-line profit of the retention View Details

Keywords: by Dina Gerdeman; Retail; Service

01 Dec 2006
News

One-on-One with Jeff Hicks

of 1998 we won the “Truth” anti-tobacco account in the state of Florida. That put us on the radar. It also just happened to be targeted at kids between the ages of 10 and 14, which really anchored this agency in youth marketing. Eventually, the View Details

Keywords: Julia Hanna; Advertising, Public Relations, and Related Services; Professional Services

01 Oct 2002
News

Thinking Outside the Centerfold

“Truth” campaign, which began in Florida in 1997, played to teenagers' natural rebelliousness and got them to thinking about how tobacco companies exploit them. Experts consider the “Truth” campaign to be one of the most successful social... View Details

01 Dec 2002
News

HBS Alumni Association Board of Directors: President's Report

It's been a busy autumn at HBS. In September, the School successfully launched its first-ever capital campaign (see coverage). A few weeks later, the fall reunions were very well attended. The Alumni Board then held a productive meeting... View Details

01 Feb 2000
News

Q & A: Laura Liswood and the Council of Women World Leaders

a variety of perspectives, including ascendancy to power, access to campaign financing, the balance of work and family, differences in style between male and female leaders, and whether leaders are "born" or "made." We had a wonderful... View Details

Keywords: Nancy O. Perry

Web

Research Links - A Concrete Symbol: The Building of Harvard Business School 1908-1927 – Baker Library | Bloomberg Center, Historical Collections

Architects . New York: Harper and Row, 1983. Woodbridge, George. Harvard University, Early History of the Business School, History of the National Campaign . Cambridge: Harvard University, 1924, vol. 1. Young, Owen D. “Dedication... View Details

01 Sep 2007
News

A Man of Influence

encompass political consulting. After doing some work for LBJ, the vice president asked Valenti to run President Kennedy’s reelection campaign fundraiser in Houston — hardly friendly territory for an Irish-Catholic Yankee. Pleased with... View Details

18 Apr 2017
News

Harvard Business School Holds Topping Off Ceremony for Klarman Hall

Keywords: Educational Support Services; Educational Services

10 Mar 2011
News

Philanthropy’s Dilemma

An estimated ten times more money will pour into philanthropy during the first half of this century than during the entire century before. A high-profile case in point is the Giving Pledge, a campaign headed by Bill Gates and Warren... View Details

Keywords: Roger Thompson; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services

October 2016 (Revised April 2018)
Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details

Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts