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  • 17 Oct 2019
  • Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

Chick Beer tried to entice weight-conscious women with the brew’s 97 calories and 3.5 carbs per bottle, “about the same as half of a carrot.” And Clutch, a brand of dryer sheets, encourages men to “grab your manliness,” promising that... View Details
Keywords: by Dina Gerdeman; Consumer Products
  • Web

Advisory Board - Entrepreneurship

company Excara and switched to selling enterprise software for managing product content. In 2002, he started two nonprofits in response to the sexual abuse crisis in the Catholic Church. He is currently acting VP of Product Strategy for... View Details
  • Web

Career Networking - Alumni

virtual reality. Learn more Leveraging Your Networks Put Your Networks to Use. Leverage your networks to achieve personal, team, and organizational goals. Put Your Networks to Use. Leverage your networks to achieve personal, team, and organizational goals. Learn more... View Details
  • 06 Dec 2011
  • First Look

First Look: Dec. 6

review the research on when people expect too little or too much self-interest in the intentions of others, as contrasted with rational behavior. We also discuss the antecedents and consequences of these naive and cynical errors, as well as some potential View Details
Keywords: Sean Silverthorne
  • 09 Nov 2016
  • Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best marketing campaigns always call on consumers to do something. For... View Details
Keywords: by John A. Quelch
  • 28 Nov 2018
  • HBS Case

On Target: Rethinking the Retail Website

and continue to build on your learning.” Just as important, the response had to be relevant to that customer. If a consumer searched for “sneakers,” the site should not only provide a list of sneaker-like shoes, but at the top of the list should be the particular View Details
Keywords: by Dina Gerdeman; Retail
  • February 2022 (Revised July 2022)
  • Supplement

InstaDeep: AI Innovation Born in Africa (B)

By: Shikhar Ghosh and Esel Çekin
Karim Beguir and Zohra Slim were the co-founders of InstaDeep, a deep tech startup focusing on artificial intelligence (AI) solutions. Instadeep was one of the few companies globally that were partnering with DeepMind, an AI subsidiary of Google [Alphabet Inc.].... View Details
Keywords: AI; Artificial Intelligence; Entrepreneurship; Operations; Business Subsidiaries; Brands and Branding; Innovation and Invention; Growth and Development Strategy; AI and Machine Learning; Technology Industry; Africa
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  • 01 Mar 2024
  • News

Counter Intelligence

healthy slant to it. And we sit here today with a brand that is primed to become a true global player. I think it’s now on us to double down. I have aspirations of Pret being the next Starbucks—or McDonald’s.” View Details
Keywords: Amy Crawford
  • April 2010
  • Case

Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug

By: John A. Quelch and Heather Beckham
Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several... View Details
Keywords: Return On Investment; Forecasting; Pricing Policies; Demand Planning; Marketing Strategy; Price; Consumer Behavior; Investment Return; Forecasting and Prediction; Product Launch; Planning; Brands and Branding; Pharmaceutical Industry
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  • 06 Oct 2020
  • Sharpening Your Skills

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

business administration. STRATEGY Tip: Confront unknown unknowns in your strategic planning The term VUCA originated in the US War College to describe situations that are volatile, uncertain, complex, and ambiguous. In this world,... View Details
Keywords: by Sean Silverthorne
  • 12 Nov 2013
  • First Look

First Look: November 12

for Ford to maintain its first-mover advantage. Purchase this case: http://hbr.org/search/614010-PDF-ENG Harvard Business School Case 713-514 Jazzed Up: A Global Strategy Manga (Graphic Novel) No abstract available. Purchase this case:... View Details
Keywords: Sean Silverthorne
  • November 2012
  • Case

New Balance Athletic Shoe, Inc. (Abridged)

By: H. Kent Bowen, Robert S. Huckman, Carin-Isabel Knoop and Matthew Preble
Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok—a transaction that would join the second- and third-largest companies in the industry. Highlights the unique... View Details
Keywords: Production; Competitive Strategy; Supply Chain; Brands and Branding; Apparel and Accessories Industry; Sports Industry; Retail Industry; Asia; United States
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  • 25 Nov 2008
  • First Look

First Look: November 25, 2008

asked to consider whether entry into web services by Amazon, which had established its brand in retail, represented a prudent move by the company. The case provides an opportunity to highlight the benefits of AWS's variable pricing for... View Details
Keywords: Martha Lagace
  • June 2018 (Revised January 2019)
  • Case

Membership Rewards® from American Express

By: Shelle Santana, Frances X. Frei and Lauren G. Pickle
Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem “points” based on... View Details
Keywords: Financial Services; Customer Loyalty; Credit Cards; Marketing Strategy; Product Marketing; Brands and Branding; Customer Value and Value Chain; Value Creation; Financial Services Industry; Banking Industry; North America; United States
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  • 16 Jul 2020
  • Research & Ideas

Restaurant Revolution: How the Industry Is Fighting to Stay Alive

association as well as the food and beverage brands that supply them. We’ve invested in the industry and served as corporate board members and leaders of industry coalitions, and we now, as educators, prepare future founders and leaders... View Details
Keywords: by Michael S. Kaufman, Lena G. Goldberg, and Jill Avery; Food & Beverage
  • 19 Jan 2023
  • Research & Ideas

What Makes Employees Trust (vs. Second-Guess) AI?

react to AI systems, the researchers worked last year with the luxury fashion retailer Tapestry Inc., whose accessory and lifestyle brands include Coach, Kate Spade, and Stuart Weitzman. The firm employs 18,000 people worldwide and has... View Details
Keywords: by Rachel Layne
  • 24 Apr 2023
  • HBS Case

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

use bespoke strategies to navigate the splintered regulations. Are there ripe customer segments waiting to be tapped? Cann has prioritized larger marketing campaigns with the goal of raising overall awareness, but with mixed results.... View Details
Keywords: by Jay Fitzgerald; Consumer Products; Food & Beverage
  • 14 Aug 2018
  • First Look

First Look at New Research and Ideas, August 14, 2018

insight into how firms can realize the benefits of empowerment strategies while mitigating their risks. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54820 forthcoming Journal of Experimental Psychology: General... View Details
Keywords: by Sean Silverthorne
  • 01 Mar 2024
  • News

Unlocking the Power of Community

When Tara Fung (MBA 2016) explains Co:Create, the company she cofounded in 2022 and now leads as CEO, she doesn’t mention Web3 first. “We help innovative brands and creators unlock the power of community,” she explains. Co:Create does this with a new, gamified approach... View Details
Keywords: April White
  • 08 Jul 2008
  • First Look

First Look: July 8, 2008

and practice are discussed. Download the revised paper: http://www.hbs.edu/research/pdf/08-080.pdf   PublicationsShould You Invest in the Long Tail? Author:Anita Elberse Periodical:HBS Centennial Issue. Harvard Business Review 86, nos. 7/8 (July-August 2008): 88-96... View Details
Keywords: Martha Lagace