Publications

30 May 2016
News

Hillary Clinton’s campaign message keeps evolving

10 Jan 2005
Research & Ideas

Motivation and the Cross-Sector Alliance

other partnerships in our sample, Tetra Pak strove to restrict exposure of its efforts and prevent a close association of its brand with the "Recyclable by Nature" (Reciclable por Naturaleza)... View Details

Keywords: by James Austin, Ezequiel Reficco & SEKN research team

August 2020 (Revised October 2024)
Case

Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal

In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details

Keywords: Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston

25 Jul 2023
Research & Ideas

Could a Business Model Help Big Pharma Save Lives and Profit?

there is not more equity?” Voluntary licensing unlocks overlooked, less-understood markets Gilead’s tiered model combined branded product sales at prices based on disease burden and per capita income of 140... View Details

Keywords: by Esther Schrader; Pharmaceutical; Health

01 Feb 2017
Blog Post

How to Partner With a Student Club: Join a Club Panel

Club panel events provide a myriad of benefits to employers coming to campus. Company representatives can build brand awareness and speak to their company and its mission in... View Details

Keywords: All Industries

September 1992 (Revised March 1993)
Case

Empresas ICA and the Mexican Road Privatization Program

By: Willis M. Emmons III and Monica Brand

Mexico's largest construction company, Empresas ICA, makes an initial public offering to international equity investors in April 1992 to help fund its participation in an ambitious new private-sector approach to highway development. Under the new program, launched by... View Details

Keywords: Construction; Transportation Networks; Infrastructure; Privatization; Private Equity; Investment; Initial Public Offering; Private Sector; Government and Politics; Policy; Construction Industry; Mexico

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08 Apr 2019
Sharpening Your Skills

The Life of Luxury and How to Sell It

Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand Using guile, brilliant branding, and more than a few falsehoods, Helena Rubinstein lifted cosmetics from an accessory item for... View Details

Keywords: by Sean Silverthorne; Auto; Retail; Fashion

30 May 2011
News

Focus Groups That Look Like Play Groups

23 Sep 2013
Research & Ideas

Status: When and Why It Matters

like to believe that people pay for status for purely symbolic reasons, but the empirical evidence for that has been weak at best," says Harvard Business School's Daniel Malter, an assistant professor in the Strategy unit who studies status View Details

Keywords: by Dina Gerdeman

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

September–October 2022
Article

Should Your Company Sell on Amazon?: Reach Comes at a Price

By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant

Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to... View Details

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August 2016
Case

S'well: The Mass Market Decision

By: Youngme Moon

This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market. View Details

Keywords: Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States