Marketing Communication - Publications - Faculty & Research

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Online Finance & Accounting Courses | HBS Online

Professor Mihir Desai Build an intuitive understanding of financial principles to better communicate with key stakeholders, drive business performance, and grow your career. 6 weeks, 6–7 hrs/week Pay by August 14 $1,850 Certificate New... View Details

13 Mar 2023
Research & Ideas

What Would It Take to Unlock Microfinance's Full Potential?

microentrepreneurs. We found that the return on investment to a random entrepreneur in the community is about 8 percent per month, which is a big effect in terms of livelihood generation. But the people who were nominated by their View Details

Keywords: by Jen McFarland Flint; Financial Services

13 Jun 2011
HBS Case

Mobile Banking for the Unbanked

to dig in and figure out what their real needs are and their pain points." The Problem With Wizzit WIZZIT entered the mobile banking market in 2004 because the mobile phone penetration rate in South Africa was almost 100 percent,... View Details

Keywords: by Carmen Nobel; Communications; Communications; Communications

September 2021
Case

Worldreader: Helping Readers Build a Better World

By: Marco Bertini, Elie Ofek and Julia Kelley

Founded in 2010, Worldreader was an international nonprofit organization that promoted reading to children around the world. For many years, Worldreader distributed e-readers to under-resourced communities and funded its operations primarily through philanthropic... View Details

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21 Dec 2010
First Look

First Look: December 21

the period from 1996 to 2005 to test the hypothesized relationships. How Managers Use Multiple Media: Discrepant Events, Power and Timing in Redundant Communication Authors:P.M. Leonardi, T.B. Neeley, and E.M. Gerber... View Details

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

(Editor's note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business. It is reprinted on HBS Working Knowledge.) Recent news... View Details

Keywords: by John Quelch; Banking; Financial Services

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Winners & Runners-Up | New Venture Competition

Enterprise Track, 2024 New Venture Competition video Play Video duration: 1:32 2024 New Venture Competition Runner-Up, Social Enterprise Track: Trans Health HQ Trans Health HQ is a tool built by the trans community that addresses... View Details

16 Jul 2012
Research & Ideas

Are You a Strategist?

From its early days, the book explains, IKEA set out to create "a better everyday life for the many." The retailer did this by addressing an unmet market need, offering customers an extensive range of practical, well-designed furnishings... View Details

Keywords: by Carmen Nobel

12 Feb 2013
First Look

First Look: Feb. 12

Preannouncements under Market Uncertainty Authors:Ofek, Elie, and Ozge Turut Publication:Marketing Science Abstract A firm may want to preannounce its plans to develop a new product in order to stimulate future demand. But given that such... View Details

Keywords: Sean Silverthorne

January 2008 (Revised January 2010)
Case

iBasis, Inc.

By: Andrew Wasynczuk, Katherine Dowd and Nicole Kravec

iBasis examines the development of a long-term relationship between equipment manufacturer Cisco and start-up iBasis, a voice-over-internet wholesaler. Questions arise for iBasis founders as to how best to build a beneficial relationship with the much larger partner.... View Details

Keywords: Information Technology; Intellectual Property; Value Creation; Equality and Inequality; Partners and Partnerships; Business Growth and Maturation; Price Bubble; Trust; Business Startups; Communications Industry; Communications Industry; Communications Industry

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Online Business Strategy Courses | HBS Online

course has completely changed me today. I feel like a new person, with a new thought process, driven by purpose, committed to doing the right thing. Mayank Dubey Manager, Marketing Communications Sustainable... View Details

27 Jul 2010
First Look

First Look: July 27

likely to perceive CSR strategies favorably. Our results show how CSR strategies can affect value creation in public equity markets through analyst recommendations. Institutional Stock Trading on Loan Market... View Details

Keywords: Martha Lagace

May 1994 (Revised July 1995)
Case

Taco Bell--1994

By: Leonard A. Schlesinger

Taco Bell CEO, John Martin, boldly proclaims a growth goal of 200,000 points of access by the year 2000 (the company had approximately 3,600 in 1991). To realize such growth, Martin embraces a philosophy of continual change. The implications for Taco Bell are dramatic... View Details

Keywords: Information Technology; Food; Organizational Structure; Organizational Culture; Human Resources; Brands and Branding; Organizational Change and Adaptation; Goals and Objectives; Change Management; Expansion; Business Growth and Maturation; Communication; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States

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June 2020
Teaching Note

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael Beverland

Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is... View Details

Keywords: Brand Storytelling; Brand Management; Brand Management Of Places; Luxury Brand; Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Marketing Strategy; Consumer Products Industry; United States

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January 2016
Case

Haiti Hope: Innovating the Mango Value Chain

By: Amy C. Edmondson and Jean-François Harvey

This case study examines a market-based approach to economic development through the eyes of NGO TechnoServe's project manager, implementing a US$9.5 million five-year public-private partnership between Coca-Cola, IDB, and USAID. The case ends at the beginning of the... View Details

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Earl Sasser is a Baker Foundation Professor at Harvard Business School and has been a member of the faculty there since 1969. He received a B.A. in Mathematics from Duke University in 1965, an MBA from the University of North Carolina in 1967, and a Ph.D. in... View Details

Teaching Interest

Overview

By: Jeffrey J. Bussgang

Launching Technology Ventures
Launching Technology Ventures (LTV) is designed for students who are actively working on their own startups or who will work at early-stage startups. The course material is, in particular, focused on new businesses in the... View Details

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By: Jill J. Avery

Creating Brand Value (MBA elective course)

Overview:

In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details

2020
Chapter

Business, Ethics and Institutions. The Evolution of Turkish Capitalism in a Comparative Perspective

By: Asli M. Colpan and Geoffrey Jones

This chapter offers a survey of the evolution of Turkish capitalism from the 19th century Ottoman Empire until the present day. It shows that Turkish business over the last century and a half was shaped in an institutional context similar to those in many developing... View Details

Keywords: Business Groups; Capitalism; Entrepreneurship; Ethics; Government and Politics; History; Religion; Business History; Turkey; Central Asia; Middle East

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September 2015
Article

Speaking of the Short-Term: Disclosure Horizon and Managerial Myopia

By: Francois Brochet, Maria Loumioti and George Serafeim

We study conference calls as a voluntary disclosure channel and create a proxy for the time horizon that senior executives emphasize in their communications. We find that our measure of disclosure time horizon is associated with capital market pressures and executives'... View Details

Keywords: Short-termism; Management Styles; Disclosure; Conference Calls; Investing; Earnings Management; Motivation and Incentives; Management Style; Forms of Communication

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