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  • 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
  • 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
Keywords: by Sarah Jane Gilbert; Entertainment & Recreation; Motion Pictures & Video
  • 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
  • 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

  • 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
Keywords: by Michael Blanding; Advertising
  • 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
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  • 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
  • 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
  • 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
Keywords: by Sean Silverthorne; Technology
  • 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
  • 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
  • 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
Keywords: by Sean Silverthorne; Legal Services
  • 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
  • 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
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  • 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
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  • 25 Jun 2020
  • Blog Post

Harvard Business School Class of 2021 Student Profiles

& Advertising Club Rob Self “I started my career in auto,” Rob says, “because it’s simultaneously something that impacts just about every person in the world while being a huge contributor to carbon emissions. I wanted to help people... 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
  • 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
Keywords: by Sean Silverthorne; Retail

    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

    Keywords: advertising; advertising; advertising; advertising; advertising; advertising
    • 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
    Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service