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Show Results For
- All HBS Web
(1,932)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- 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.)
- Web
Sarah McConville | About
advertising sales. As Group Publisher, she established a subscriber-focused product and analytics strategy that has driven record subscription and circulation growth for HBR. Earlier in her career at Publishing, Sarah was Publisher of HBR... View Details
- September 1983 (Revised December 1985)
- Case
Dunkin' Donuts (C): Growth Strategy
By: Hirotaka Takeuchi
Dunkin' Donuts franchises and operates retail donut shops for take-home and in-shop consumption. Looks at three growth alternatives: 1) More shops (owned or franchised); 2) A broader product line; and 3) More advertising. Raises important issues related to franchise... View Details
Keywords: Advertising; Growth and Development Strategy; Growth Management; Brands and Branding; Logistics; Franchise Ownership; Relationships; Food and Beverage Industry; Retail Industry
Takeuchi, Hirotaka. "Dunkin' Donuts (C): Growth Strategy." Harvard Business School Case 584-041, September 1983. (Revised December 1985.)
- 16 Aug 2004
- Research & Ideas
Luxury Isn’t What It Used to Be
packaging, advertising campaign, Web site, and boutiques to create a more contemporary, relevant, and luxurious look to entice customers. In the same spirit, the "Godiva Passion Academy" presented a complimentary course at... View Details
- January 2024 (Revised May 2024)
- Case
Uncle Nearest: Creating a Legacy
By: Hise Gibson, Archie L. Jones, Nicole Gilmore and Ai-Ling Jamila Malone
Fawn Weaver, as a Black woman and industry outsider in a capital-intensive, highly regulated, competitive and male-dominated spirits industry, successfully overcame numerous obstacles to launch a premium American whiskey brand, Uncle Nearest in 2017, which became the... View Details
Keywords: Advertising; Business Startups; Customer Focus and Relationships; Decisions; Forecasting and Prediction; Age; Ethnicity; Gender; Entrepreneurship; Working Capital; Innovation Leadership; Innovation Strategy; Intellectual Property; Trademarks; Leadership Style; Growth and Development; Growth and Development Strategy; Product Marketing; Product Launch; Marketing Strategy; Mission and Purpose; Organizational Culture; Private Ownership; Performance Effectiveness; Strategic Planning; Problems and Challenges; Prejudice and Bias; Social Issues; Competition; Competitive Strategy; Expansion; Entrepreneurial Finance; Food and Beverage Industry; Tourism Industry; United States; Tennessee; France
Gibson, Hise, Archie L. Jones, Nicole Gilmore, and Ai-Ling Jamila Malone. "Uncle Nearest: Creating a Legacy." Harvard Business School Case 824-047, January 2024. (Revised May 2024.)
- 22 Feb 2022
- News
Breaking News
and declining print advertising revenue. That was the firm foundation upon which local newspapers were built, so that pressure on the traditional sources of revenue has obviously put pressure on the rest of the business—and particularly... View Details
- 22 Mar 2013
- Research & Ideas
Pulling Campbell’s Out of the Soup
company in January 2001. In the late 1990s, the company increased prices and lost many consumers to less expensive soup brands. Rather than bring prices back down, to maintain earnings Campbell cut costs by reducing advertising and laying... View Details
- 01 Mar 2004
- News
Derek Ferguson
Advertising (a firm that helps clients reach the $890 billion youth and hip-hop markets); Bad Boy Films; and Daddy’s House Social Programs, which provides tutoring for more than five hundred students in New York and New Jersey. (P.... 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
- July 2021 (Revised February 2022)
- Case
Mary Kay Inc.: Enriching Women's Lives while Embracing Change
By: Elie Ofek, K. Shelette Stewart and Julia Kelley
In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details
Keywords: Advertising Campaigns; Demographics; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Marketing; Product Positioning; Social Marketing; Salesforce Management; Organizations; Mission and Purpose; Organizational Change and Adaptation; Innovation and Invention; Innovation Strategy; Competition; Competitive Strategy; Competitive Advantage; Beauty and Cosmetics Industry; North and Central America; United States; Europe; Asia; Texas
Ofek, Elie, K. Shelette Stewart, and Julia Kelley. "Mary Kay Inc.: Enriching Women's Lives while Embracing Change." Harvard Business School Case 522-004, July 2021. (Revised February 2022.)
- Web
Privacy Policy & Legal Info | HBS Online
your progress and participation in a Service if your participation in the Service is sponsored by your employer, and if you have so consented or we are otherwise permitted to do so. To enable HBS Online, either directly or through third parties, to conduct marketing... View Details
- 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
- 02 May 2016
- Blog Post
5 Facts about Clubs at HBS
Fair early in the RC year, and clubs advertise themselves to recruit members. It may feel overwhelming at first to see so many clubs hawking for you to join. And many clubs charge membership dues (often one and two-year rates) in order to... View Details
- Web
Commercialization of the Polarizer - Edwin H. Land & Polaroid | Harvard Business School
charismatic style of presentation along with Polaroid's inviting advertising literature and product packaging bolstered sales. The company's colorful, easy-to-read promotional kits for its glare-free desk lamps, crafted by industrial... View Details
- 01 Jun 2024
- News
Alumni and Faculty Books
executive in the advertising business in New York City. A devoted wife and mom of three sons, she spent 25 years as a caregiver for her husband, who suffered two serious strokes, and remained fiercely committed to building strong family... View Details
- August 2018 (Revised October 2020)
- Case
Tailor Brands: Artificial Intelligence-Driven Branding
By: Jill Avery
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
Keywords: Startup; Services; Artificial Intelligence; Machine Learning; Digital Marketing; Brand Management; Big Data; Internet Marketing; Analytics; Marketing; Marketing Strategy; Brands and Branding; Information Technology; Entrepreneurship; Venture Capital; Business Model; Consumer Behavior; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Advertising Industry; Advertising Industry; United States; North America; Israel
Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Case 519-017, August 2018. (Revised October 2020.)
- 27 Nov 2000
- Research & Ideas
The Dynamics of Standing Still: Firestone Tire & Rubber and the Radial Revolution
"Radial Age" advertising campaign in 1968. 2 The August 1968 Consumer Reports awarded its top two spots to radials and documented the new technology's longer life, increased safety, handling and economy relative to even... View Details
- June 2016 (Revised March 2017)
- Technical Note
Disintermediation in Two-Sided Marketplaces
By: Benjamin Edelman and Philip Hu
Two-sided marketplaces often risk disintermediation: users may rely on the marketplace to find each other but then perform related future transactions—or even the current transaction—without the platform’s involvement and without paying any fees the platform may... View Details
Keywords: Disintermediation; Strategic Behavior; Circumvention; Undercutting; Uber; Airbnb; Handy; Upwork; Etsy; eBay; Monster.com; Google; Competitive Strategy; Multi-Sided Platforms; Marketplace Matching; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
Edelman, Benjamin, and Philip Hu. "Disintermediation in Two-Sided Marketplaces." Harvard Business School Technical Note 917-004, June 2016. (Revised March 2017.) (request a courtesy copy.)
- 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
- 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
Groysberg, Boris, and Mahima Rao-Kachroo. "Sanjeev Kapoor: The Recipe for Success." Harvard Business School Case 419-076, April 2019. (Revised October 2019.)