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Publications

Filter Results: (636) Arrow Down
Filter Results: (636) Arrow Down Arrow Up

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  • All HBS Web  (636)
    • News  (213)
    • Research  (372)
    • Multimedia  (2)
  • Faculty Publications  (169)

Show Results For

  • All HBS Web  (636)
    • News  (213)
    • Research  (372)
    • Multimedia  (2)
  • Faculty Publications  (169)
← Page 5 of 636 Results →
  • October 2005 (Revised September 2006)
  • Case

Museum of Fine Arts Boston

By: V. Kasturi Rangan and Marie Bell
One of Boston's main cultural attractions, the Museum of Fine Arts (MFA), has experienced a steady decline of its core audience over the last decade. The museum's executive director attempted to bridge the shortfall by staging new, innovative, special exhibitions,... View Details
Keywords: Product Marketing; Growth Management; Innovation Leadership; Capital; Financing and Loans; Service Operations; Consumer Behavior
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Rangan, V. Kasturi, and Marie Bell. "Museum of Fine Arts Boston." Harvard Business School Case 506-027, October 2005. (Revised September 2006.)
  • March 2016 (Revised March 2022)
  • Teaching Note

Evive Health and Workplace Influenza Vaccinations

By: John Beshears
Evive Health is a company that manages communication campaigns on behalf of health insurance plans and large employers. Using big data techniques and insights from behavioral economics, Evive deploys targeted and effective messages that improve individuals' health... View Details
Keywords: Vaccination; Influenza; Flu Shot; Preventive Care; Health Care; Behavioral Economics; Choice Architecture; Nudge; Experimental Design; Randomized Controlled Trial; RCT; Causal Inference; Health Care and Treatment; Insurance; Health; Consumer Behavior; Health Testing and Trials; Communication Strategy; Insurance Industry; Health Industry
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Beshears, John. "Evive Health and Workplace Influenza Vaccinations." Harvard Business School Teaching Note 916-049, March 2016. (Revised March 2022.)
  • February 2011 (Revised February 2012)
  • Case

Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
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Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
  • 2013
  • Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details
Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry
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Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
  • 09 May 2008
  • News

New Book Looks at Deep Metaphors and the Minds of Consumers

  • 12 Jan 2015
  • Research & Ideas

Regulators Ease Up on Companies Generating Political Benefits

because of what they did, but because of what they are? That's the question that intrigued Jonas Heese, who recently joined Harvard Business School as an assistant professor in the Accounting and Management unit. While earning his PhD in... View Details
Keywords: by Michael Blanding
  • December 2018 (Revised September 2019)
  • Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels
Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details
Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America
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Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
  • October 2016 (Revised April 2018)
  • Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; "Marketing Analytics"; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
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Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
  • December 2022 (Revised January 2023)
  • Case

Cann: High Hopes for Cannabis Infused Beverages

By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details
Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
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Israeli, Ayelet, and Anne V. Wilson. "Cann: High Hopes for Cannabis Infused Beverages." Harvard Business School Case 523-074, December 2022. (Revised January 2023.)
  • May 2004 (Revised April 2005)
  • Case

United States Army

By: Rajiv Lal and Laura Coleman
After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase... View Details
Keywords: Advertising Campaigns; Decisions; Globalization; Recruitment; Management Teams; Marketing Strategy; United States
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Lal, Rajiv, and Laura Coleman. "United States Army." Harvard Business School Case 504-038, May 2004. (Revised April 2005.)
  • February 2011 (Revised December 2012)
  • Case

The Ford Fiesta

By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details
Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry
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Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
  • March 2018
  • Case

GoFundMe: The Giving Layer of the Internet

By: Scott Duke Kominers and Allison M. Ciechanover
By 2017, GoFundMe is the world’s largest social fundraising platform. Gross donation volume is growing rapidly, yet the number of monthly campaign starts is relatively flat. The CEO contemplates a variety of growth initiatives. View Details
Keywords: Growth and Development Strategy; Expansion; Philanthropy and Charitable Giving; Technology Industry
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Kominers, Scott Duke, and Allison M. Ciechanover. "GoFundMe: The Giving Layer of the Internet." Harvard Business School Case 818-108, March 2018.
  • June 2013 (Revised January 2024)
  • Case

Governance and Sustainability at Nike (A)

By: Lynn S. Paine, Nien-hê Hsieh and Lara Adamsons
Two members of Nike's executive team must decide what sustainability targets to propose to Nike's CEO and to the corporate responsibility committee of Nike's board of directors. Set in 2012, the case traces the evolution of Nike's approach to environmental and social... View Details
Keywords: Nike; Hannah Jones; Mark Parker; Phil Knight; Philip Knight; Eric Sprunk; Jill Ker Conway; Phyllis Wise; Don Blair; Sustainable Business And Innovation; SB&I; Flyknit; DyeCoo; Footwear; Athletic Footwear; Apparel; Athletic Apparel; Sustainability; Greenpeace; Detox Campaign; Dirty Laundry; Water; Water Use; Water Pollution; Water Resources; Corporate Responsibility Committee; Judgment; Board Of Directors; Board Committees; Environmental And Social Sustainability; Footwear Industry; Decision Choices and Conditions; Decisions; Ethics; Fairness; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Governance; Corporate Accountability; Corporate Governance; Innovation and Invention; Innovation and Management; Innovation Leadership; Innovation Strategy; Goals and Objectives; Management Practices and Processes; Corporate Social Responsibility and Impact; Performance; Alignment; Supply Chain; Organizational Change and Adaptation; Judgments; Apparel and Accessories Industry; Asia; China; United States; Oregon; Portland
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Paine, Lynn S., Nien-hê Hsieh, and Lara Adamsons. "Governance and Sustainability at Nike (A)." Harvard Business School Case 313-146, June 2013. (Revised January 2024.)
  • Research Summary

Overview

By: Eva Ascarza
Professor Ascarza’s research primarily focuses on providing researchers and marketers a better understanding of how to manage customer retention so as to reduce churn and increase firm’s profitability. She addresses these issues by building empirical models of customer... View Details
  • May 1986 (Revised February 1989)
  • Case

Gillette Co.: Dry Idea Advertising (B), The Bake-Off

Presents the second of two cases describing the struggle to find "the right advertising" for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's... View Details
Keywords: Advertising; Product Marketing; Consumer Products Industry; United States
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Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), The Bake-Off." Harvard Business School Case 586-043, May 1986. (Revised February 1989.)
  • June 2023
  • Simulation

Artea Dashboard and Targeting Policy Evaluation

By: Ayelet Israeli and Eva Ascarza
Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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Israeli, Ayelet, and Eva Ascarza. "Artea Dashboard and Targeting Policy Evaluation." Harvard Business School Simulation 523-707, June 2023.
  • September 2016 (Revised December 2018)
  • Case

Joan Bavaria and Multi-Dimensional Capitalism

By: Geoffrey Jones and Seema Amble
The case examines the career of Joan Bavaria, a pioneer of socially responsible investing and founder of Trillium Asset Management and Ceres, the nonprofit organization advocating for sustainability leadership. It describes her personal journey from art student and... View Details
Keywords: Integrated Corporate Reporting; Corporate Social Responsibility and Impact; Personal Development and Career
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Jones, Geoffrey, and Seema Amble. "Joan Bavaria and Multi-Dimensional Capitalism." Harvard Business School Case 317-028, September 2016. (Revised December 2018.)
  • 19 Dec 2016
  • Research & Ideas

The 10 Most Popular Stories of 2016

entrepreneurs. Resolve Your Toughest Work Problems With 5 Questions In his book Managing in the Gray, Joseph Badaracco offers managers a five-question framework for facing murky situations and solving tough... View Details
Keywords: by Carmen Nobel
  • 01 Sep 2020
  • News

Action Plan: Finding Fluency

trying to be disciplined about a marketing calendar with 16-week lead times,” Dunaway recalls. Plans for April Fool’s Day and Olympics-related campaigns went out the window. “We had to ask: What are the needs that consumers have right now... View Details
Keywords: April White; foreign language; education and technology; digital marketing; change management; COVID-19; Educational Services
  • March 2009 (Revised June 2010)
  • Case

Neck & Neck: Leveraging the Club Neck Information

Commercial Director Prado wonders how to leverage the loyalty card information to prepare the fall 2008 budget. The case discusses the value of subjective and objective information for profit-planning purposes. Spanish children's apparel retailer Neck & Neck uses... View Details
Keywords: Customer Relationship Management; Profit; Knowledge Use and Leverage; Marketing; Consumer Behavior; Retail Industry
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Martinez-Jerez, Francisco de Asis, Jasmijn Bol, Christopher Ittner, and Katherine Miller. "Neck & Neck: Leveraging the Club Neck Information." Harvard Business School Case 109-070, March 2009. (Revised June 2010.)
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