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  • 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
  • 26 May 2003
  • Research & Ideas

What Your Competition is Telling You

employees is "a competitive world, in which you come to work every day just a little bit scared." Making The Pie Bigger If you're an independent operator and an industry giant like Wal-Mart or Barnes & Noble enters your... View Details
Keywords: by David Stauffer
  • Career Coach

Vincent Dessain

of the Harvard Business School Europe Research Center based in Paris. Through his work, Vincent has built an extensive and deep network with the European corporate world in many industrial sectors. He is also in close contact with the... View Details
Keywords: Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising
  • 09 Mar 2020
  • Research & Ideas

Warring Algorithms Could Be Driving Up Consumer Prices

antitrust authorities, who fear they could ultimately harm consumers by raising prices above typical competitive levels. It doesn’t seem too long ago when a price change was a major strategic decision for companies, requiring extensive data analysis, management... View Details
Keywords: by Kristen Senz; Retail
  • 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
  • 25 Oct 2012
  • Research & Ideas

10 Reasons Customers Might Resist Windows 8

will compete against Apple iPad. And industry observers have noted similarities between Apple's tightly-controlled marketing tactics and Microsoft's marketing campaign for the upcoming OS—Microsoft is even using indie rock music in its... View Details
Keywords: by Carmen Nobel; Computer; Consumer Products
  • April 2021
  • Teaching Note

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details
Keywords: Influencer Marketing; Influencers; Influencer; Monetization; Monetization Strategy; Female; Female Entrepreneur; Female Protagonist; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; London; United Kingdom; Europe; North America
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  • 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
Related
  • June 2024 (Revised June 2025)
  • Case

Dylan Mulvaney and Bud Light

By: Jill Avery and Celine Chammas
On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a... View Details
Keywords: Brand Crises; Brand Management; Influencer Marketing; Boycott; Marketing Strategy; Marketing Communications; Brands and Branding; Consumer Behavior; Social Media; Advertising; Social Issues; Public Opinion; Consumer Products Industry; Consumer Products Industry; United States
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  • 07 Feb 2012
  • First Look

First Look: February 7

survey a sampling of the research questions these data help to answer. Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines Authors:Benjamin G. Edelman and Duncan S. Gilchrist Publication:Information... View Details
Keywords: Sean Silverthorne
  • 12 May 2009
  • First Look

First Look: May 12, 2009

illustrates how deep dives guide the formation of a set of new core activities in the variation-selection-retention process. No PDF is available at this time.   PublicationsWhat Causes Industry Agglomeration? Evidence from Coagglomeration... View Details
Keywords: Martha Lagace
  • 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
  • March 2009
  • Teaching Note

Sex, Drugs, and Rock 'n Roll: The MTV Approach to Tackling HIV/AIDS (TN)

By: Tarun Khanna, Sonali R. Bloom and David E. Bloom
Teaching Note for [709429]. View Details
Keywords: Advertising; Emerging Markets; Health Pandemics; Announcements; Social Issues; Customers; For-Profit Firms; Business Strategy; Infrastructure; Multinational Firms and Management; Music Industry; Music Industry; Africa
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  • 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)
  • 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
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  • 01 Jun 2006
  • News

The Baby Business

indeed created a market for babies. Parents can choose the traits they want, clinics advertise for customers, and specialized providers are getting rich — it’s a $3 billion business in the United States alone. And that figure doesn’t... View Details
Keywords: Garry Emmons; Government; Health, Social Assistance
  • 13 Feb 2020
  • Blog Post

Know Your Audience – Recruiting HBS Students for Manufacturing

highly diversified manufacturing, a tailored approach to recruiting also makes sense for aerospace and defense, airlines, and transportation. To connect with students who are deeply passionate about these manufacturing sectors, you can utilize View Details
Keywords: Manufacturing
  • 01 Dec 2012
  • News

The Billion-Dollar Question

to summer camp. My HBS classmate Jeff Hicks could have inched his way to a billion dollars by sticking with his hugely successful advertising firm. Instead, as other HBS alumni have done, he took his wife and three kids on a one-year,... View Details
Keywords: Advice; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries
  • 15 Apr 2014
  • First Look

First Look: April 15

weighing options for growth. CTCA was entirely cancer focused and specialized in treating patients with complex and advanced-stage cancers, who were reached through advertising its integrative, team-based approach to care. CEO Stephen... View Details
Keywords: Sean Silverthorne
  • 30 Apr 2001
  • Research & Ideas

New Paths to Success in Asia

selling advertising space on the back of the envelopes. It's one example of how Chinese companies are looking at their own environment and finding interesting opportunities that someone in the United States wouldn't even consider."... View Details
Keywords: by Alejandro Reyes & Deborah Blagg