Publications

13 Mar 2019
Blog Post

There's No Quick Shortcut to Success: Zorpads Takes Off

member – don’t worry, they won’t reveal who – took off her shoes, they knew they had found their problem to solve. "She knew [the smell] was bad, but then she started listing out all the reasons current products on the View Details

Keywords: Consumer Products / Retail; Consumer Products / Retail

15 Feb 2022
Blog Post

Health is Wealth | The Path to Creating a Venture

her sleep patterns – to try to improve her performance. It was during this time that she connected with Wallerstofer, who had a PhD in biotechnology and had spent the previous decade building View Details

2013
Article

Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?

By: Thales S. Teixeira and Horst Stipp

Humor and other entertaining content, as opposed to demonstrations of product features and "selling," are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore how marketers can... View Details

Keywords: Advertising Content; Entertainment; Face Perception; Advertising; Digital Marketing; Television Entertainment; Consumer Products Industry; Consumer Products Industry

Find at Harvard

December 2017 (Revised March 2018)
Case

Kellogg Company/eighteen94 capital

By: David Bell, Damien McLoughlin and Natalie Kindred

With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and... View Details

01 Dec 2011
News

Ticktock

planned to publicize Clocky beyond some photos on the course website, but a few gadget aficionado blogs linked to the images, and the buzz went viral. Around the same time, HBS professor Elie Ofek was... View Details

Keywords: Carmen Nobel; viral marketing; Computer and Electronic Product Manufacturing; Manufacturing

07 Dec 2016
HBS Case

Why Millennials Flock to Fintech for Personal Investing

Millennials are disruptive bunch. The first generation to grow up with the internet, consumers born after 1980 are used to relying on technology and engineering View Details

Keywords: by Michael Blanding; Financial Services

Julian De Freitas

Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

November 2016 (Revised November 2016)
Case

Mark43

By: Thomas Eisenmann, Mitch Weiss and Halah AlQahtani

The founders of Mark43, an early-stage startup that provides software for law enforcement agencies, must decide whether to bid on a request for proposals (RFP) from the Los Angeles Police Department (LAPD). On the one hand, LAPD would be a second large and influential... View Details

Keywords: Start-up; Software Applications; Government Markets; Rapid Growth Stage; Public Entrepreneurship; Entrepreneurship; Public Sector; Business Startups; Applications and Software; Growth and Development Strategy; United States; New York (city, NY)

January 2025
Case

Apax Partners: Deciding Whether to Bid for Trader Corp.

By: Benjamin C. Esty and Edward A. Meyer

Apax Partners’ investment committee was schedule to meet on March 21, 2011, to decide whether to invest in Trader Corporation, a Canadian classified advertising business for used automobiles with both print (magazines) and digital (website) distribution. What made this... View Details

17 Sep 2024
HBS Case

The Climate Targets Leaders Need to Know as Regulations Loom

concerned investors, activists, and customers. The European Union’s Corporate Sustainability Reporting Directive (CSRD) requires large publicly-listed companies in Europe to annually disclose their... View Details

Keywords: by Rachel Layne

July 2010
Case

Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

By: John A. Quelch and Heather Beckham

Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details

Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States