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  • June 2002 (Revised October 2005)
  • Case

Inside Intel Inside

By: Youngme E. Moon and Christina L. Darwall
In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details
Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California
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  • August 2022 (Revised March 2023)
  • Case

Pricing at Netflix: The Sequel

By: Elie Ofek and Amy Klopfenstein
This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new, high-profile original content, added millions of subscribers, and introduced another price increase in January 2022.... View Details
Keywords: Marketing; Advertising; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Internet and the Web; Customers; Customer Satisfaction; Advertising Industry; Advertising Industry; North and Central America; United States
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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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    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
    • April 2019 (Revised October 2020)
    • Case

    Kraft Heinz: The $8 Billion Brand Write-Down

    By: Jill Avery
    On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,... View Details
    Keywords: Brand Management; Brand Value; Brand Equity; Marketing ROI; Brand Storytelling; Intangible Assets; Brand Valuation; Marketing; Marketing Strategy; Brands and Branding; Management; Corporate Strategy; Consumer Behavior; Food; Marketing Communications; Advertising; Private Equity; Consumer Products Industry; Food and Beverage Industry; United States; North America
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    • Web

    Buy Now, Pay Later: Cars on Time

    market share in the 1920s. Ford, who believed that buying cars on credit was morally reprehensible, responded to GMAC with a surge in advertising and an unpopular program that encouraged customers to use their local Ford dealer as a... View Details
    • Web

    Marketing Awards & Honors - Faculty & Research

    of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of Marketing Research , May 1997). Das Narayandas : Received the 2003 HBS Student Association Faculty Award for Outstanding Teaching.... View Details
    • 10 Feb 2023
    • Research & Ideas

    COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

    Prevention—spent hundreds of millions of dollars on online advertising campaigns, aiming to encourage people to get vaccinated and to comply with other public health guidance. But was the public listening? More important, were people... View Details
    Keywords: by Scott Van Voorhis; Health; Technology
    • 22 Nov 2004
    • Research & Ideas

    Side Effects: The Case of Propecia

    You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details
    Keywords: by Sean Silverthorne; Health; Pharmaceutical
    • 26 Oct 2022
    • Research & Ideas

    How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

    budget to influencer marketing. Overall, Zhang hopes the research will encourage marketers to “take a step back” when measuring success. They should look beyond easy clicks to consider influencer reputation as part of their advertising... View Details
    Keywords: by Kara Baskin; Technology; Media & Broadcasting
    • 2010
    • Chapter

    The Paranoid Style in the Study of American Politics

    By: David Moss and Mary Oey
    What drives policy making in a democracy? The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms... View Details
    Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States
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    • 2008
    • Other Unpublished Work

    The Paranoid Style in the Study of American Politics

    By: David Moss and Mary Oey

    The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms of political support. Indeed, many... View Details

    Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States
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    • Research Summary

    Why Do Consumers Contribute to Connected Goods? A Dynamic Game of Competition and Cooperation in Social Networks

    Social network platforms and media rely on the voluntary contributions of individual users to stay relevant. Consumers (users) contribute content such as photographs, videos, tweets etc.: these are available to any of their friends or peers, but not... View Details

    • July 2022 (Revised August 2022)
    • Case

    Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

    By: Ayelet Israeli and Anne V. Wilson
    Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic... View Details
    Keywords: Advertising; Brands and Branding; Product Development; Product Marketing; Product Positioning; Product Launch; Product Design; Product; Competition; Marketing; Entrepreneurship; Growth Management; Cultural Entrepreneurship; Culture; Food and Beverage Industry; United States
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    • 12 Mar 2021
    • News

    My Favorite Case

    lifelong lessons about personal priorities and career ambitions, humility, and confidence—and the incomparable kinship (and long memories) of sectionmates. “Suzuki Samurai” Suzuki and advertising agency executives are debating the product... View Details
    Keywords: Business Schools & Computer & Management Training; Educational Services
    • 04 Aug 2020
    • Cold Call Podcast

    Glossier Built a Cult-Brand and a Digital Community, but What’s Next?

    Keywords: Re: Jill J. Avery; Advertising
    • December 2005 (Revised February 2019)
    • Case

    Brighter Smiles for the Masses--Colgate vs. P&G

    By: Felix Oberholzer-Gee, Dennis Yao and Filipa Azevedo Jorge
    In 2000, Procter & Gamble Co. introduced Crest Whitestrips, a new, revolutionary product that allowed consumers to whiten their teeth at home. With Whitestrips, P&G created an entire new category in oral care, worth $460 million in 2002. Whitestrips sent P&G's main... View Details
    Keywords: Competitive Advantage; Competitive Strategy; Advertising; Product Launch; Patents; Price; Performance Effectiveness; Consumer Products Industry
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    • 06 Oct 2020
    • Sharpening Your Skills

    18 Tips Managers Can Use to Lead Through COVID's Rising Waters

    Protect and Pivot Boris Groysberg, Richard P. Chapman Professor of Business Administration. MARKETING Tip: Tailor your brand stories to the new reality. Which types of brand stories should companies tell? After KFC was chastised by the U.K. View Details
    Keywords: by Sean Silverthorne
    • 06 Nov 2008
    • Op-Ed

    Selling Out The American Dream

    for what they are, regardless of the fortuitous circumstances of birth or position." Marketers as well as politicians have doubtless helped to distort the meaning of the Dream. A barrage of commercial advertising encourages people to... View Details
    Keywords: by John Quelch
    • 31 Jan 2023
    • Research & Ideas

    It’s Not All About Pay: College Grads Want Jobs That ‘Change the World’

    potentially lowering wage inequality in the labor markets.” The findings come at a time that communities expect more from companies and HR departments wrestle with the vexing combination of economic concerns and labor shortages. While the authors don’t speculate on why... View Details
    Keywords: by Rachel Layne