Marketing Communication - Publications - Faculty & Research

12 Oct 1999
Research & Ideas

It Came in the First Ships: Capitalism in America

long-term business histories of all other large countries, has been one of intense and incessant competition. Americans have persistently shown themselves willing to follow market forces with relatively little hesitation. In the early... View Details

Keywords: by Thomas K. McCraw

May 2022
Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States

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24 Oct 2023
Research & Ideas

When Tech Platforms Identify Black-Owned Businesses, White Customers Buy

businesses,” the study says. White people are supporting Black businesses To determine the source of the demand for Black-owned restaurants on Yelp, the team studied data from sources including: The US Census Bureau’s American Community... View Details

Keywords: by Jay Fitzgerald; Food & Beverage

Web

HBS - The year in Review

Marketing Faculty Promotions Two faculty members were promoted. Full Professor Full Professor Scott Duke Kominers Entrepreneurial Management Associate Professor Associate Professor Mark L. Egan Finance Faculty & Staff Demographics HBS has... View Details

October 1991 (Revised June 1996)
Case

Lotus MarketPlace: Households

By: Lynn S. Paine

Managers at Lotus and Equifax must decide what to do about their new jointly developed database and software product Lotus MarketPlace which has been criticized as a threat to individual privacy. The Product, which would allow small businesses to buy targeting mail... View Details

Keywords: Information; Business or Company Management; Rights; Ethics; Marketing Communications; Applications and Software; Product Marketing; Information Technology Industry

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24 Oct 2018
Sharpening Your Skills

Startup or Established Company? Which Is Best for You?

wanted to build the team. So, on day one I hired a head of recruiting to get things off to a strong start. I also knew market adoption would be critical to fundraising so (we) focused on growth very early on—before we even had a product!”... View Details

Keywords: by Julia B. Austin

16 Feb 2024
Research & Ideas

As AI Upends Recruiting, Job Seekers Need a Waze App for Careers

create programs where you're working with younger people in a work-based learning setting,” Fuller says. Those can include apprenticeships, paid internships, co-op programs with community colleges, and other avenues to tap people that... View Details

Keywords: by Rachel Layne; Information Technology; Technology

Research Summary

Moving Beyond Direct-to-Consumer

By: Leonard A. Schlesinger

Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

The... View Details

15 Jun 2010
First Look

First Look: June 15

to $426 billion, accounting for nearly 70% of the jump in total syndicated loan issuance over the same period. Did the inflow of institutional funding in the syndicated loan market lead to mispricing of credit? To understand this... View Details

Keywords: Martha Lagace

07 Aug 2018
First Look

New Research and Ideas, August 8, 2018

agents for social change in the emerging markets grappling with institutional voids. How should they work with the government in this endeavor? How do they ensure an alignment of these efforts to the group and foundation's long-term focus... View Details

Keywords: by Sean Silverthorne

May 2022
Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

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27 Jun 2005
Research & Ideas

Asian and American Leadership Styles: How Are They Unique?

and doing so efficiently so that a financial profit or surplus is created. Administration is about rules and procedures and whether or not they are being followed. These distinctions are very important to clear communications among us... View Details

Keywords: by D. Quinn Mills

08 Sep 2022
Book

Gen Xers and Millennials, It’s Time To Lead. Are You Ready?

from decades of teaching students from the Gen X, Millennial, and Gen Z eras. George and coauthor Zach Clayton, CEO of the digital marketing firm Three Ships, urge young leaders to usher in a new way of doing business—one based on... View Details

Keywords: by Lane Lambert

Web

FAQs - Doctoral

Program for Research in Markets & Organizations FAQs 1ms What does PRIMO stand for? PRIMO stands for the Program for Research in Markets and Organizations. Why is the Program being offered? PRIMO has been... View Details

05 Dec 2023
Cold Call Podcast

Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive

Keywords: Fashion; Consumer Products; Apparel & Accessories; Retail

January 2023
Case

Proday: Calling the Right Play

By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn

Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that... View Details

Keywords: Social Media; Entrepreneurship; Advertising; Digital Marketing; Product Launch; Social Marketing; Failure; Sports; Applications and Software; Business Startups; Technology Industry; United States

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11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

overcome decades of TV footage of soldiers and tanks that linger in the mind. To Harvard Business School marketing professor Elie Ofek, it’s more proof that influencing long-held perceptions about a region requires more strategic... View Details

Keywords: by Danielle Kost; Tourism

18 Jul 2023
News

The First Five Years: Brooke Biederman (MBA 2019)

people’s time, but I do believe the human spirit loves two things: entertainment and communal experiences. I love that the word “entertainment” comes from an Old French verb, entretenir, meaning “to hold together.” What’s been the most... View Details

Keywords: Robert Bochnak

Web

Business & Environment - Faculty & Research

Hydro-Quebec’s legacy of low-cost, renewable hydroelectric power, vertically integrated structure, and close ties with government and Indigenous communities positioned it uniquely, but also left little room for error. With aging... View Details

February 2017 (Revised September 2017)
Case

Bringing Digital to Wimbledon

By: John T. Gourville and David Arnold

It was mid-December 2016 as Alexandra (Alex) Willis read with satisfaction that The All England Lawn Tennis & Croquet Club (AELTC) had won yet another award for its use of social media to reach its fan base. As the organizer and host of “The Championships, Wimbledon,”... View Details

Keywords: Wimbledon; London; Digital; Marketing; Marketing Communications; Online Technology

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