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Show Results For
- All HBS Web
(3,225)
- People (7)
- News (903)
- Research (1,658)
- Events (10)
- Multimedia (16)
- Faculty Publications (844)
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- April 2014 (Revised July 2017)
- Case
The Tate's Digital Transformation
By: Jill Avery
John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's... View Details
Keywords: Digital; Marketing Communication; Non-profit Management; Marketing; Marketing Strategy; Nonprofit Organizations; Social Media; Entertainment and Recreation Industry; Tourism Industry; United Kingdom
Avery, Jill. "The Tate's Digital Transformation." Harvard Business School Case 314-122, April 2014. (Revised July 2017.)
- 1992
- Book
Cases in Advertising and Communications Management
By: S. A. Greyser
Greyser, S. A. Cases in Advertising and Communications Management. 3rd ed. Englewood Cliffs, NJ: Prentice Hall, 1992.
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
marketers to offer consumers much more choice including the ability to tailor solutions to individual needs at only slightly greater cost. American Express and Harrah's Entertainment, both heavy investors in IT, now tailor their View Details
- May 2012
- Case
Evergreen Natural Markets 2012
By: Rosabeth M. Kanter and Paul S. Myers
Evergreen Natural Markets is a successful food retailer located in the Rocky Mountain region of the U.S. Having grown through acquisition, it has a reputation for improving the companies it purchases while retaining previous management. This strategy has succeeded due... View Details
Keywords: United States; Operating Systems; Acquisitions; Strategy; Human Resource Management; Consolidations; Retail Trade; Food; Growth Management; Organizational Culture; Consolidation; Acquisition; Business Processes; Retail Industry; Food and Beverage Industry; Las Vegas; Western United States
Kanter, Rosabeth M., and Paul S. Myers. "Evergreen Natural Markets 2012." Harvard Business School Brief Case 124-450, May 2012.
- September 1994
- Case
Benetton: The "United Colors" Communications Campaigns
By: James L. Heskett, Stephen A. Greyser and Norman Klein
Heskett, James L., Stephen A. Greyser, and Norman Klein. Benetton: The "United Colors" Communications Campaigns. Harvard Business School Case 595-032, September 1994.
- February 2007 (Revised March 2007)
- Case
Navigating Turbulent Waters: Glitnir Bank's Communication Challenge during a Macroeconomic Crisis
By: Michael D. Kimbrough, Gregory S. Miller, Vincent Marie Dessain and Ane Damgaard Jensen
Glitnir Bank is an Icelandic company following an aggressive growth strategy that relies heavily on foreign debt. Access to such debt is suddenly curtailed when there is a downturn in market sentiment regarding the Icelandic economy as a whole. Students will reflect on... View Details
Keywords: International Finance; Banks and Banking; Macroeconomics; Communication Strategy; Banking Industry; Iceland
Kimbrough, Michael D., Gregory S. Miller, Vincent Marie Dessain, and Ane Damgaard Jensen. "Navigating Turbulent Waters: Glitnir Bank's Communication Challenge during a Macroeconomic Crisis." Harvard Business School Case 107-050, February 2007. (Revised March 2007.)
- 2024
- Working Paper
Operational Impact of Communication Channels: Evidence from Last-Mile Delivery Services
By: Natalie Epstein, Santiago Gallino and Antonio Moreno
Communication channels are often used to improve customer satisfaction and behavior. This paper studies
how they can be used to enhance operational performance.
We partner with a last-mile delivery company and, through natural and field experiments, explore... View Details
We partner with a last-mile delivery company and, through natural and field experiments, explore... View Details
Epstein, Natalie, Santiago Gallino, and Antonio Moreno. "Operational Impact of Communication Channels: Evidence from Last-Mile Delivery Services." Working Paper, August 2024.
- August 2004 (Revised February 2006)
- Case
Marketing James Patterson
By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
- June 17, 2016
- Comment
Companies Need to Start Marketing Security to Customers
By: John A. Quelch
Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details
Keywords: Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)
- 2018
- Dictionary Entry
Communicating about Climate Change with Corporate Leaders and Stakeholders
By: Andrew J. Hoffman
Within the corporate sector, climate change represents an unfolding market shift, one that is driven by policy but also by pressures from a variety of market constituents such as consumers, suppliers, buyers, insurance companies, banks, and others. The shift takes... View Details
Hoffman, Andrew J. "Communicating about Climate Change with Corporate Leaders and Stakeholders." In The Oxford Encyclopedia of Climate Change Communication. 3 vols. Edited by Matthew Nisbet, Shirley Ho, Ezra Markowitz, Saffron O’Neill, Mike Schäfer, and Jagadish Thaker. Oxford University Press, 2018.
- October 2007
- Article
The Art of Designing Markets
By: Alvin E. Roth
Traditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by... View Details
Keywords: Market Design; Market Participation; Market Transactions; Information Technology; Internet and the Web
Roth, Alvin E. "The Art of Designing Markets." Harvard Business Review 85, no. 10 (October 2007): 118–126.
- November 2000
- Case
Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)
Concerns the second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian border that is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally... View Details
Fournier, Susan M., James McAlexander, John Schouten, and Sylvia Sensiper. "Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)." Harvard Business School Multimedia/Video Case 501-009, November 2000.
- 02 May 2005
- What Do You Think?
Where is Consumer Generated Marketing Taking Us?
Summing Up Consumer generated marketing is a fact of life to which all of us will have to adapt. Adaptation means learning how to use CGM to provide one form of input in fashioning product and marketing... View Details
Keywords: by James Heskett
- 17 Feb 2003
- Research & Ideas
Building Communities as Well as Companies
Despite the uncertain climate for start-ups, launching a business continues to hold irresistible appeal for aspiring entrepreneurs. For many African-Americans, entrepreneurship is seen as a means of building community as well as personal... View Details
Keywords: by Julia Hanna
- January 2014 (Revised June 2014)
- Supplement
Dumb Ways To Die: Advertising Train Safety (B)
By: John Quelch
The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details
Keywords: Marketing Channels; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Public Sector; Marketing Communications; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Media and Broadcasting Industry; Oceania; Europe
Quelch, John. "Dumb Ways To Die: Advertising Train Safety (B)." Harvard Business School Supplement 514-080, January 2014. (Revised June 2014.)
- 07 Jan 2002
- Research & Ideas
How Marketing Can Reduce Worldwide Poverty
top down." But really, marketing is the wrong word for this. We're not marketing anything to the poor. We're not convincing them that they should move away from this place so we can build a dam. It's... View Details
Keywords: by Martha Lagace
- June 1998 (Revised December 2006)
- Case
Clear Communications Ltd. vs. Telecom Corporation of New Zealand Ltd. (A)
By: Willis M. Emmons III and Martin Calles
Features the challenges facing an entrant in the New Zealand telecommunications market during the period 1989-1994. Clear Communications Ltd. (CCL), a joint venture owned by Bell Canada, MCI, New Zealand Television Corp., and Todd Companies, begins offering long... View Details
Keywords: Market Entry and Exit; Competition; Emerging Markets; Privatization; Monopoly; Mobile and Wireless Technology; Corporate Strategy; Business or Company Management; Expansion; Law; Telecommunications Industry; New Zealand
Emmons, Willis M., III, and Martin Calles. "Clear Communications Ltd. vs. Telecom Corporation of New Zealand Ltd. (A)." Harvard Business School Case 798-085, June 1998. (Revised December 2006.)
- Research Summary
Informing Brand Marketing Practice
Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details
- May 2009 (Revised January 2011)
- Case
HubSpot: Inbound Marketing and Web 2.0
By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details
Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web
Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)