Advertisers - Publications - Faculty & Research

August 2018 (Revised October 2020)
Case

Tailor Brands: Artificial Intelligence-Driven Branding

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

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October 2023 (Revised October 2024)
Case

UnDosTres: Building the Paytm of Mexico

By: Álvaro Rodríguez Arregui, Max Hancock and Amy Klopfenstein

Arpit Gupta, Naveen Sharma, and Vikram Deswal co-founded the mobile payment app UnDosTres in Mexico City in 2015. In the past, Gupta had worked at Paytm, an India-based payment app valued at over $1 billion. In Mexico, the co-founders hoped to recreate Paytm’s success.... View Details

Keywords: Technology Adoption; Advertising; Digital Platforms; Growth and Development Strategy; Adaptation; Technology Industry; Financial Services Industry; Mexico; India

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February 2020
Case

Leading Change in Talent at L'Oréal

By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney

Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful... View Details

Keywords: Advertising; Business Headquarters; Business Divisions; Business Organization; Change; Change Management; Transformation; Competency and Skills; Experience and Expertise; Talent and Talent Management; Demographics; Diversity; Gender; Nationality; Multinational Firms and Management; Human Resources; Employees; Recruitment; Retention; Selection and Staffing; Innovation and Management; Jobs and Positions; Employment; Human Capital; Leadership; Leadership Development; Leadership Style; Leading Change; Management Practices and Processes; Marketing; Brands and Branding; Product Marketing; Organizations; Organizational Change and Adaptation; Organizational Structure; Personal Development and Career; Planning; Strategic Planning; Problems and Challenges; Networks; Social Psychology; Attitudes; Power and Influence; Social and Collaborative Networks; Business Strategy; Advertising Industry; Advertising Industry; Advertising Industry; France; Paris

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Web

Invention of the Polarizer - Edwin H. Land & Polaroid | Harvard Business School

societies. 13. Victor K. McElheny, interview by Melissa Banta, August 8, 2016. 14. "What Polaroid Does . . . " Polaroid Advertising Literature, 6, Polaroid Corporation Administrative Records, Box I.47, Folder 1, Baker Library, Harvard... View Details

January 2019 (Revised October 2020)
Technical Note

Brand Storytelling

By: Jill Avery

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details

Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry

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March 2017 (Revised September 2017)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells and Carole A. Winkler

In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and many attributed Trump’s victory to... View Details

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04 Jun 2001
What Do You Think?

What’s the Future of the Subscription Model?

that the advertising model "went bust," one respondent concludes that the "'free' connotation to the Internet is eroding away slowly." Richard Feder maintains that the subscription model will gain momentum on the... View Details

Keywords: by James Heskett

Web

In the News - Creating Emerging Markets

opportunities of a developing market? Harvard Business School Professor Sunil Gupta shares lessons learned from Ranjan Kapur, an iconic figure in the Indian advertising industry. Working Knowledge Does Business Get Done the Same Way in... View Details

February 2018 (Revised October 2020)
Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details

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April 2019 (Revised October 2019)
Case

Sanjeev Kapoor: The Recipe for Success

By: Boris Groysberg and Mahima Rao-Kachroo

India's most recognized celebrity chef Sanjeev Kapoor has been an integral part of the country's food industry since 1993. As a celebrity chef, Kapoor enjoyed a 17-year run of his hit TV cooking show “Khana Khazana,” published more than 100 cookbook titles in multiple... View Details

Keywords: Advertising; Business Ventures; Change; Decision Making; Entrepreneurship; Food; Leadership; Management; Markets; Media; Organizations; Ownership; Problems and Challenges; Quality; Relationships; Technology; Food and Beverage Industry; India; South Asia

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01 Aug 1998
News

High Honors

an entrepreneur. With several other HBS graduates, he undertook a decidedly low-tech startup: plastic phone book covers to carry local advertisements in Massachusetts. The company, the National Merchandising Corporation, was such a... View Details

30 Mar 2018
What Do You Think?

What Should Mark Zuckerberg Do?

will be smart to unbundle the services and come out with a pricing table.” As Munyaradzi Mushato put it, “implement an authentic platform strategy where users pay, advertisers pay, and developers pay for the value they get.” Clearly,... View Details

Keywords: by James Heskett; Web Services; Information Technology

Web

US Business Immigration Overview - Alumni

requires that an employer place 2 Sunday print newspaper advertisements for the offered position and also document at least 3 of the following additional recruitment efforts:. Posting the position on the employer's web site Participation... View Details

06 Dec 2017
What Do You Think?

Is It Time To Break Up Amazon, Apple, Facebook, or Google?

ourselves not only to revenue-producing advertising but also a stream of advertising reminders based on information that follows us for a lifetime. Can you name Google’s closest competitor in search and... View Details

Keywords: by James Heskett; Technology; Web Services

Web

Documenting the Wartime Effort | Baker Library | Bloomberg Center | Harvard Business School

initiative to build a sizeable collection of images documenting the company and its subsidiaries around the country. Photographers included exceptional artists such as Russell Aikins, Robert Yarnall Richie, Fred Korth, and Fritz Henle. A freelance View Details

31 Jan 2007
HBS Case

When Good Teams Go Bad

What could better symbolize high-level business performance than an eight-oared crew team rowing in perfect unison, their boat powered by a selfless collaboration of strength, skill, and shared purpose? It's no wonder that advertisers... View Details

Keywords: by Garry Emmons

February 2018 (Revised October 2019)
Technical Note

The Art and Science of Brand Valuation

By: Jill Avery

Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details

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20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

category of products. Take for example the "Got Milk" advertising campaign, which is intended to increase demand for a category of products, milk. In contrast, an advertisement that points out how... View Details

Keywords: by Dina Gerdeman

21 Aug 2017
Lessons from the Classroom

Companies Love Big Data But Lack the Strategy To Use It Effectively

brands goes to digital media. What happens when products with sensors generate such volumes of customer experience data that advertising may be a less significant factor?” Jeff Polzer, of the Organizational Behavior faculty, introduced... View Details

Keywords: by Dina Gerdeman

October 2009 (Revised June 2010)
Case

Hulu: An Evil Plot to Destroy the World?

By: Anita Elberse and Sunil Gupta

In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test... View Details

Keywords: Advertising; Business Model; Television Entertainment; Distribution Channels; Service Operations; Internet and the Web; Media and Broadcasting Industry; Motion Pictures and Video Industry

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