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  • 23 Sep 2013
  • Research & Ideas

Status: When and Why It Matters

evidence that buyers are willing to place a premium on status, holding constant quality and the reputation for quality." What sounds easy in theory may be difficult in practice, however: "Look around and you may be hard-pressed... View Details
Keywords: by Dina Gerdeman
  • 18 Oct 2016
  • First Look

October 18, 2016

basketball career? Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/517035-PDF-ENG Harvard Business School Case 317-019 S'well: The Mass Market Decision This case tells the story of how Sarah Kauss, a young female entrepreneur, built a View Details
Keywords: Sean Silverthorne
  • 03 Mar 2014
  • HBS Case

Decommoditizing the Canned Tomato

of the Case Research and Writing Group. “No one believed that you could create a brand in tomatoes—a commodity!” The case details how, during an economic downturn, a small business in its fourth generation of family ownership became one... View Details
Keywords: by Maggie Starvish; Agriculture & Agribusiness; Food & Beverage; Retail
  • 13 Apr 2015
  • Research & Ideas

3 Ways Firms Can Profit From Environmental Investments

regulatory requirements—thus preserving the legal right to keep operating the company. It also can mean preventing damage to the brand. Corporate investment in environmental sustainability can help the brand as well as the bottom line.... View Details
Keywords: by Carmen Nobel; Energy; Utilities
  • 01 Nov 2016
  • First Look

First Look - November 1, 2016

Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions Luxury Branding Research: New Perspectives and Future Priorities By: Keinan, Anat, Sandrine Crener-Ricard, and Silvia Bellezza Abstract—Several major trends... View Details
Keywords: Sean Silverthorne
  • 20 Sep 2016
  • First Look

September 20, 2016

growth of Southeast Asian low-cost carriers on the one hand, to the expansion of premium Gulf carriers on the other. The company, therefore, decided to launch a low-cost airline of its own called Scoot, the fourth View Details
Keywords: Sean Silverthorne
  • 02 Apr 2008
  • Research & Ideas

Four Companies that Conquered America

demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the U.S., or at least with U.S. companies in their home markets. By doing so, they learn much about... View Details
Keywords: by John Quelch
  • 05 Jan 2009
  • Research & Ideas

Most Popular Articles and Working Papers 2008

Marketing Metaphoria. Q&A and book excerpt. 14. Starbucks' Lessons for Premium Brands After building a great franchise offering a unique customer experience, Starbucks diluted its View Details
Keywords: by Staff
  • 23 Jul 2012
  • Research & Ideas

Book Excerpt: ‘Talk, Inc.’

or as trained brand ambassadors. By empowering employees to communicate in that way, leaders relinquish much of the control that they formerly exerted over organizational messaging. But they gain a great deal in return. Through... View Details
Keywords: Re: Boris Groysberg
  • 14 Nov 2007
  • First Look

First Look: November 14, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=808040 Dove: Evolution of a Brand Harvard Business School Case 508-047 Examines the evolution of Dove from functional brand to a View Details
Keywords: Martha Lagace
  • 29 Sep 2015
  • First Look

September 29, 2015

as early as possible during EHR optimization. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=49754 2015 Journal of Product & Brand Management The Nobel Prize: The Identity of a Corporate Heritage View Details
Keywords: Sean Silverthorne
  • 30 Sep 2002
  • Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

big bucks in the minds of most consumers. We see similar efforts by magazines that advertise their low per-issue prices or insurance companies that break the cost of their premiums down to a low, per-day cost. All these efforts are... View Details
Keywords: by Manda Mahoney
  • 22 May 2012
  • First Look

First Look: May 22

compete on the basis of brands and reputation, and in sectors where companies' products significantly depend upon extracting large amounts of natural resources. Download the paper: http://www.hbs.edu/research/pdf/12-035.pdf The... View Details
Keywords: Sean Silverthorne
  • 19 Dec 2017
  • First Look

New Research and Ideas, December 19, 2017

wines. Making matters more difficult, organic winemaking required a sophisticated understanding of complex environmental and chemical processes in the vineyard and winery, and organic wines typically did not command a premium in the... View Details
Keywords: Carmen Nobel
  • 09 Jun 2015
  • First Look

First Look: June 9, 2015

interpersonal disclosure of intimate information increases attraction, cost transparency by a firm increases brand attraction, in turn boosting consumer purchase interest. This relationship persists even after controlling for perceptions... View Details
Keywords: Sean Silverthorne
  • 02 Apr 2013
  • First Look

First Look: April 2

ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The success of advertising based on this character garnered the Colombian coffee industry price View Details
Keywords: Sean Silverthorne
  • 19 Jul 2016
  • First Look

July 19, 2016

Climate had to convince farmers to subscribe to and pay for premium offerings. The case describes Climate's technology approach, product offerings, marketing plans, and the competitive environment for "digital agriculture." Purchase this... View Details
Keywords: Sean Silverthorne
  • 23 Oct 2018
  • First Look

New Research and Ideas, October 23, 2018

Serafeim, George Abstract—Combining corporate sustainability performance scores based on environmental, social, and governance (ESG) data with big data measuring public sentiment about a company’s sustainability performance, I find that the valuation View Details
Keywords: Dina Gerdeman
  • 26 Nov 2013
  • First Look

First Look: November 26

find that GPs are associated with higher expected acquisition premiums and that this association is at least partly due to the effect of GPs on executive incentives. However, we also find that firms that adopt GPs experience negative... View Details
Keywords: Sean Silverthorne
  • 12 Jan 2010
  • First Look

First Look: Jan. 12

their portfolio of brands. Results show firms shifting display promotions away from smaller revenue brands toward larger ones following periods of poor financial performance. This indicates the behavior is determined by parties above... View Details
Keywords: Martha Lagace

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