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Show Results For
- All HBS Web
(1,933)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (855)
- 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
Keywords: Brand Management; Brand Architecture; Brand Portfolio; Merger; Hospitality Industry; Services Marketing; Branded House; House Of Brands; Sub-branding; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Consumer Behavior; Advertising; Travel Industry; Accommodations Industry; Tourism Industry; United States; North America; Europe; Asia
Avery, Jill, Chekitan S. Dev, and Laure Mougeot Stroock. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Case 518-081, February 2018. (Revised October 2020.)
- May 2007 (Revised March 2010)
- Case
Maria Sharapova: Marketing a Champion (A)
By: Anita Elberse and Margarita Golod
In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What... View Details
Elberse, Anita, and Margarita Golod. "Maria Sharapova: Marketing a Champion (A)." Harvard Business School Case 507-065, May 2007. (Revised March 2010.)
- 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
- 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
Avery, Jill. "Brand Storytelling." Harvard Business School Technical Note 519-049, January 2019. (Revised October 2020.)
- 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
- 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
- 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
- Web
The 20th Century Zeitgeist - Leadership
Reconstruction Finance Corp. created to combat bank and business failures Introduction of Federal Deposit Insurance SEC established Federal regulations prohibit false advertising Influence: Low 40 1940 s 19 Military spending explodes... View Details
- 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
- September 2011 (Revised December 2012)
- Case
Pepsi-Lipton Brisk
By: Thales S. Teixeira and Alison Caverly
This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads... View Details
Keywords: Marketing Channels; Marketing Communications; Advertising Campaigns; Decision Making; Media; Product Launch; Resource Allocation; Performance Effectiveness; Budgets and Budgeting; Food and Beverage Industry
Teixeira, Thales S., and Alison Caverly. "Pepsi-Lipton Brisk." Harvard Business School Case 512-011, September 2011. (Revised December 2012.)
- 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
- 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
- 03 May 2017
- HBS Seminar
Seth Stephens-Davidowitz, The New York Times and Wharton, University of Pennsylvania
- 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
Rodríguez Arregui, Álvaro, Max Hancock, and Amy Klopfenstein. "UnDosTres: Building the Paytm of Mexico." Harvard Business School Case 824-036, October 2023. (Revised October 2024.)
- 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
- 15 Jul 2019
- Book
Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence
it’s a forward-looking, subjective, creative exercise that requires a lot of imagination. Think about valuing Facebook today. It requires predicting the future of privacy policies around the world, the actions of Google and Amazon in the View Details
Keywords: by Dina Gerdeman
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Big Messages, Small Screens, Many Choices
traditional models of advertising, including video ads. Brown discussed his experience with Twitter Amplify, which lets broadcasters instantly replay video content on Twitter—sandwiched between brief clips from advertising sponsors. For... View Details
- 18 Dec 2017
- Op-Ed
Why Employers Must Stop Requiring College Degrees For Middle-Skill Jobs
Credit: Pixsooz American companies have a problem. Over the past decade, they have begun to demand a bachelor’s degree in hiring workers for jobs that traditionally haven’t required one. This uptick in credentialing, or “degree inflation,” rested on the belief that... View Details
Keywords: by Joseph Fuller
- 06 Jan 2014
- Research & Ideas
Technology Re-Emergence: Creating New Value for Old Innovations
cheap quartz watches, SMH and other Swiss watchmakers used the success as an opportunity to reintroduce mechanical watches to the market. This time they were advertised not simply as precision timepieces, but as carefully crafted luxury... View Details
- February 2011 (Revised February 2012)
- Case
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)