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  • 06 Jul 2015
  • News

Lights! Camera... Market!

Elberse’s Strategic Marketing in Creative Industries class. Having worked with the class to market a previous film, Gaudet and Pullapilly approached Elberse again in 2012 to advise them on how to find a marketing and distribution partner... View Details
Keywords: Margie Kelley; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries
  • 02 Apr 2013
  • First Look

First Look: April 2

ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The success of advertising based on this character garnered the Colombian coffee View Details
Keywords: Sean Silverthorne
  • August 2004 (Revised July 2006)
  • Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon
In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details
Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry
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  • February 2009 (Revised March 2009)
  • Case

Publicis Groupe 2009: Toward a Digital Transformation

By: Rosabeth M. Kanter and Matthew Bird
After a series of acquisitions, Maurice Levy, the Chairman and CEO of Publicis Groupe, had created the fourth largest marketing and communications company in the world. His next major challenge was managing the firm's digital transformation. In December 2006, the... View Details
Keywords: Mergers and Acquisitions; Transformation; Financial Crisis; Globalized Firms and Management; Leading Change; Organizational Change and Adaptation; Expansion; Information Technology; Advertising Industry; Advertising Industry
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  • 25 Apr 2012
  • What Do You Think?

How Will the “Age of Big Data” Affect Management?

organized. Other facts are generated by so-called digital sensors operating worldwide in industrial equipment, autos, and the like. By linking the sensors, an "industrial Internet" can be created. These trends appear to have "opportunity"... View Details
Keywords: Re: James L. Heskett
  • 02 Feb 2015
  • Research & Ideas

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

Over the past two decades, entire industries have been disrupted by Internet competitors who "unbundled" their content and delivered it to consumers in new ways. Newspapers lost out to Google and Craigslist, record companies to iTunes and... View Details
Keywords: by Michael Blanding
  • 11 Dec 2012
  • First Look

First Look: Dec. 11

Johannesburg Stock Exchange. Purchase this case:http://hbr.org/search/413038-PDF-ENG Droga5: Launching Jay-Z's Decoded Elberse, Anita, and Kwame Owusu-KesseHarvard Business School Case 513-032 In 2010, David Droga and Andrew Essex, co-founders of View Details
Keywords: Sean Silverthorne
  • January 2019
  • Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America; Italy
Related
  • 03 Mar 2009
  • First Look

First Look: March 3, 2009

advertising revenue from travel suppliers and intermediaries. The online travel industry was a hyperactive industry, and while TripIt was breaking new ground, the threat of competitors was very real.... View Details
Keywords: Martha Lagace
  • 01 Jan 2011
  • News

Peter Harf, MBA 1974

Launches DKMS, the cure blood cancer bank 1993 Becomes CEO, Coty Inc. 2001 Appointed Chairman, Coty Inc. 2006 Appointed Chairman, Anheuser-Busch InBev With entrepreneurial energy, Peter Harf has left a mark on consumer goods industries... View Details
  • 24 Aug 2016
  • Research & Ideas

Can Obamacare Be Saved?

stability for insurers? Consolidation in the health insurance industry is not the answer. While Aetna’s bargaining power with ever-more consolidated provider organizations would have improved if it were allowed to join forces with Humana,... View Details
Keywords: by John A. Quelch and Emily Boudreau; Insurance; Health
  • 05 Aug 2010
  • What Do You Think?

What Is Customer Opinion Good For?

mine]. Our research found that customers can scarcely imagine how to create uncontested market space. Their insight also tends toward the familiar 'offer me more for less.' And what customers typically want 'more' of are those product and service features that the... View Details
Keywords: by Jim Heskett; Technology
  • Web

Black History Month | Baker Library

2024 Data Drop: 5 Charts on Black Consumers’ Attitudes Toward Advertising Use Crunchbase's (in-library only) "Diversity Spotlight" feature, where you can filter for U.S. start-ups founded & led by Black individuals Contemporary... View Details
  • 01 Jan 2006
  • News

Ann S. Moore, MBA 1978

Illustrated to break even. The leading magazine publisher in the world, Time Inc. accounts for nearly a quarter of the total advertising revenues of U.S. consumer magazines. Two out of three adults in this country read one of its... View Details
  • 24 Mar 2015
  • First Look

First Look: March 24

investigating the workings of both the sell and buy sides of financial analysis, tackles how the U.S. securities industry research adds value in financial markets, and evaluates the business model problems that the View Details
Keywords: Sean Silverthorne
  • 26 Jun 2000
  • Research & Ideas

What’s an Internet Business Model? Ask a Health Care Professional

will be done," Applegate said. "That ability to play above and below the line is fundamental to success because it provides revenue streams. There is nothing stickier than getting everyone in your industry to do business on your... View Details
Keywords: by Martha Lagace; Health
  • 06 Feb 2018
  • First Look

First Look at New Research and Ideas: February 6, 2018

2018 Columbia Studies in the History of U.S. Capitalism American Capitalism: New Histories By: Beckert, Sven, and Christine Desan, eds. Abstract—The United States has long epitomized capitalism. From its enterprising shopkeepers, wildcat banks, violent slave... View Details
  • 01 Mar 2006
  • News

The Producers

United States’ most visible, influential export. But given its uncertainties, what would drive HBS alumni to enter an industry characterized in the best of times as “the business of rejection”? * * * * * In Hollywood, the spotlight... View Details
Keywords: Julia Hanna; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries
  • 07 Sep 2011
  • First Look

First Look: Sept. 7

New Face of Chinese Industrial Policy: Making Sense of Anti-Dumping Cases in the Petrochemical and Steel Industries Author:Regina M. Abrami Publication:Journal of East Asian Studies (forthcoming) Abstract... View Details
Keywords: Sean Silverthorne
  • 01 Jun 2007
  • News

Alumni Books

pioneering inventions — from the first mass-produced economy car to the push-button radio — and breakthroughs in broadcasting and advertising made them wealthy and famous, as did their ownership of the Cincinnati Reds. View Details
Keywords: Publishing Industries (except Internet); Publishing Industries (except Internet)