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  • November 2008 (Revised August 2011)
  • Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
Related
  • 2010
  • Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry
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  • February 2007
  • Case

IBM Culture in Its Architecture

By: A. Eugene Kohn and Kerry Herman
In 1992, Lou Gerstner was the CEO of IBM during a period where the firm was losing money and a turnaround was desperately needed. In a bold decision, Gerstner chose to build a new headquarters in Armonk, NY that had strict limits on expandability. His idea was to use... View Details
Keywords: Design; Leadership; Job Design and Levels; Organizational Structure; Buildings and Facilities; Business Headquarters; Decisions; Organizational Culture; Corporate Strategy; Expansion; Information Technology Industry; New York (state, US)
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    William A. Sahlman

    William Sahlman is a Baker Foundation Professor of Business Administration at Harvard Business School.

    Mr. Sahlman received an A.B. degree in Economics from Princeton University (1972), an M.B.A. from Harvard University (1975), and a Ph.D. in Business... View Details

    Keywords: communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications
    • Web

    About - Race, Gender & Equity

    About The Race, Gender & Equity Initiative brings together a global, multidisciplinary community of Harvard Business School faculty, alumni, and students to champion projects and programs that advance understanding, generate tools and... View Details
    • Person Page

    Positions

    dollarDEX (1998-2007)

    Retired chief executive, non-executive chairman

    One of world's top 30 in online finance (Institutional Investor, March 2003). Wealth management firm in Asia, and has... View Details

    • 24 Oct 2018
    • Sharpening Your Skills

    Startup or Established Company? Which Is Best for You?

    Here’s my perspective on the tradeoffs. Putting aside for a moment industry preferences and how you feel about the products the company is building (both of which are very important!), most of the differences between a startup and mature... View Details
    Keywords: by Julia B. Austin
    • 2011
    • Other Unpublished Work

    Aligning Collective Production with Demand: Evidence from Wikipedia

    Economic markets align supply and demand through prices. However, many social phenomena lack pricing to inform producers about consumer demand. This can lead to the over- or under-production of certain goods and services. In this paper, I propose a social mechanism... View Details
    Keywords: Demand and Consumers; Supply and Industry
    Related
    • 16 Feb 2024
    • Research & Ideas

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

    Artificial intelligence is changing the nature of work on a scale some predict will be as transformative as the Industrial Revolution. It’s also exposing the yawning gaps in a fractured US employment system that many companies and workers... View Details
    Keywords: by Rachel Layne; Information Technology; Technology
    • Profile

    Yaoxin Ding

    manager for a self-driving car Fiat was developing in collaboration with Waymo, Alphabet’s auto subsidiary. “But I felt that as the industry matures,” Yaoxin says, “the next steps involve bigger business challenges: building public... View Details
    • 01 Mar 2019
    • News

    The Burden Legacy

    William A.M. Burden Sr. graduated from Harvard College in 1900. (Harvard University Archives) William A.M. Burden Sr. graduated from Harvard College in 1900. (Harvard University Archives) For nearly half a century, Burden Hall served as a magnet that drew the HBS View Details
    Keywords: Linda Kush
    • 24 Nov 2008
    • Research & Ideas

    Harvard Business School Discusses Future of the MBA

    Light continues, are found in the changing nature of business itself. It's more global, more technology dependent, and less hierarchical. Knowledge-based industries are overtaking older, more basic industries. And the pace of change is... View Details
    Keywords: by Roger Thompson & HBS Bulletin; Education
    • Web

    HBS - The year in Review

    work closely with leading biotech industry and biomedical authorities, receive programmatic guidance and mentorship, and join a community of entrepreneurs shaping the future of science. To date, the... View Details
    • 11 Apr 2023
    • Research & Ideas

    Is Amazon a Retailer, a Tech Firm, or a Media Company? How AI Can Help Investors Decide

    industry lines as companies increasingly bring seemingly unrelated business lines together in unconventional ways. New research by Awada, Harvard Business School Professor Suraj Srinivasan, and doctoral student Paul J. Hamilton harnesses... View Details
    Keywords: by Danielle Kost; Consumer Products; Real Estate; Financial Services; Retail
    • September 2023 (Revised August 2024)
    • Teaching Note

    On

    By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman
    Teaching Note for "On," HBS Case No. 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the Speedboard, and... View Details
    Keywords: Brands and Branding; Business Growth and Maturation; Business Model; Business Startups; Business Strategy; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customer Focus and Relationships; Customer Satisfaction; Digital Marketing; Disruptive Innovation; Distribution Channels; Entrepreneurship; Environmental Sustainability; Global Strategy; Initial Public Offering; Innovation and Invention; Innovation Strategy; Market Entry and Exit; Marketing Strategy; Product Design; Product Development; Product Marketing; Social Media; Strategy; Supply Chain Management; Technological Innovation; Apparel and Accessories Industry; Consumer Products Industry; Manufacturing Industry; Retail Industry; Sports Industry; Europe; Germany; Switzerland; United States
    Related
    • September 2023 (Revised September 2023)
    • Supplement

    On

    By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman
    Slides to support the teaching of the On case, 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the... View Details
    Keywords: Brands and Branding; Business Growth and Maturation; Business Model; Business Startups; Business Strategy; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customer Focus and Relationships; Customer Satisfaction; Digital Marketing; Disruptive Innovation; Distribution Channels; Entrepreneurship; Environmental Sustainability; Global Strategy; Initial Public Offering; Innovation and Invention; Innovation Strategy; Market Entry and Exit; Marketing Strategy; Product Design; Product Development; Product Marketing; Social Media; Strategy; Supply Chain Management; Technological Innovation; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Europe; Germany; Switzerland; United States
    Related
    • June 2010
    • Article

    Leadership Competencies for Implementing Planned Organizational Change

    By: Julie Battilana, Mattia Gilmartin, Anne-Claire Pache, Metin Sengul and Jeffrey A. Alexander
    This paper bridges the leadership and organizational change literatures by exploring the relationship between managers' leadership competencies (namely, their effectiveness at person-oriented and task-oriented behaviors) and the likelihood that they will emphasize the... View Details
    Keywords: Leadership; Competency and Skills; Organizational Change and Adaptation; Planning; Relationships; Business Processes; Projects; Theory; Change; Behavior; Health Industry; United Kingdom
    Related
    • 26 Aug 2019
    • Research & Ideas

    Lipstick Tips: How Influencers Are Making Over Beauty Marketing

    so there’s this easy communication back and forth.” Many consumers also said they turn to YouTube for longer how-to videos, where they can watch influencers apply products and find inspiration. “YouTube tutorials will forever be my beauty... View Details
    Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics
    • 2024
    • Working Paper

    Priors, Experiments, Learning and Persuasion in (Bayesian) Entrepreneurial Finance

    By: Ramana Nanda
    At the heart of entrepreneurial finance lies a persuasion challenge: regardless of the strength of an entrepreneur’s belief in the potential of their idea, they typically need to convince investors to provide the financial capital required for its... View Details
    Keywords: Entrepreneurial Finance; Business Startups; Communication Intention and Meaning; Prejudice and Bias
    Related
    • Web

    Research Services - Faculty & Research

    industry and with expert reference support. Dissemination of research As an institution committed to impacting practice, HBS helps its faculty members disseminate their research via its impressive network of alumni, collaborators, and... View Details