Publications
Publications
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- All HBS Web
(569)
- Faculty Publications (156)
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
- April 2011
- Teaching Note
Leasing Decision at Magnet Beauty Products, Inc. (TN)
By: Krishna G. Palepu and George Serafeim
Teaching Note for 111039. View Details
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
- January 2011
- Case
Clean Edge Razor: Splitting Hairs in Product Positioning
By: John A. Quelch and Heather Beckham
After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
- September 2010 (Revised September 2011)
- Case
Leasing Decision at Magnet Beauty Products, Inc.
By: Krishna G. Palepu and George Serafeim
A fast-growing retailer is facing two different leasing options for its stores. In choosing between the two options, management is considering the potential impact of the two options on the company's financial statements, in light of the proposed new accounting... View Details
- August 2010 (Revised October 2014)
- Case
Herborist
By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment... View Details
- 2010
- Book
Beauty Imagined: A History of the Global Beauty Industry
By: Geoffrey Jones
The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and firms that have shaped this industry, such as Avon, Coty, Estée Lauder, L'Oréal, and Shiseido, have imagined beauty for us. This book... View Details
- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
- July 2009
- Teaching Note
Bernd Beetz: Creating the New Coty (TN)
Teaching Note for [808133]. View Details
- June 2009
- Supplement
Mary Kay Inc.: Asian Market Entry (B)
By: John A. Quelch
By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at... View Details
- May 2009
- Case
Who is the Fairest of Them All? Choosing a Leader at Deronde International
By: Nitin Nohria and Martha Spaulding
Alain Deronde, the CEO of a French personal care company, has to choose a successor to head global product development from a diverse set of candidates with different backgrounds, strengths, and weaknesses. The candidates include Elise Bernier, Vice President of... View Details
- January 2009
- Article
From Regional Star to Global Leader
By: Nitin Nohria
Yang Jianguo was recently promoted from country manager for China to global head of product development at a staid French perfume maker. He was chosen for his technical smarts and his knowledge of emerging markets—a critical avenue for growth, given that sales in the... View Details
- June 2008 (Revised April 2013)
- Case
Bernd Beetz: Creating the New Coty
By: Geoffrey Jones and David Kiron
Considers the creation of the world's largest fragrance company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty... View Details
- June 2008
- Supplement
Walt Disney Company's Sleeping Beauty Bonds - Duration Analysis - courseware
- April 2008
- Teaching Note
Dove: Evolution of a Brand (TN)
By: John A. Deighton
Teaching Note for [508-047]. View Details
- February 2008
- Article
Blonde and Blue-eyed?: Globalizing Beauty, c.1945–c.1980
By: Geoffrey Jones
This article examines the globalization of the beauty industry between 1945 and 1980. The industry grew quickly. Firms employed marketing and marketing strategies to diffuse products and brands internationally, despite business, economic, and cultural obstacles to... View Details
- October 2007 (Revised March 2008)
- Case
Dove: Evolution of a Brand
By: John A. Deighton
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details