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Show Results For
- All HBS Web
(1,931)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- May 2022
- Supplement
Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Advertising Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-059, May 2022.
- January 2005
- Supplement
Intel Commercials
By: Youngme E. Moon and Christina L. Darwall
Presents 14 Intel television commercials. View Details
Moon, Youngme E., and Christina L. Darwall. "Intel Commercials." Harvard Business School Video Supplement 505-708, January 2005.
- July 1977 (Revised February 1978)
- Case
Rose Milk
Greyser, Stephen A. "Rose Milk." Harvard Business School Case 578-024, July 1977. (Revised February 1978.)
- 02 Mar 2020
- What Do You Think?
Are Candor, Humility, and Trust Making a Comeback?
mentioning both positives and negatives of the card. The latter attracted not only customers who were more loyal and spent more money with the card, they were less likely to make late payments. In this case candor paid off, contrary to conventional thinking among some... View Details
Keywords: by James Heskett
- November 1990
- Case
Eastern Airlines: The ""Fight Back"" Campaign
By: Stephen A. Greyser and Norman Klein
- February 1974
- Case
Listerine Lozenges
Greyser, Stephen A. "Listerine Lozenges." Harvard Business School Case 574-062, February 1974.
- April 1994
- Supplement
Planet Reebok (B)
By: John A. Quelch
Supplements Planet Reebok (A). View Details
Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom
Quelch, John A. "Planet Reebok (B)." Harvard Business School Supplement 594-095, April 1994.
- 14 Sep 2009
- Research & Ideas
Understanding Users of Social Networks
findings show that people don't click through on advertising on social networks. "A good analogy is to imagine sitting at a table with friends when a stranger pulls up a chair, sits down, and tries to sell you something while you are... View Details
- Career Coach
Jim Warner
digital strategy and marketing. Microsoft acquired the company in 2007. In 2009, Jim set up Third Floor Enterprises, an advisory and investment firm focused on advertising and marketing technology and services where he has served as a... View Details
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- April 2015
- Case
Who Owns the Whale? (Abridged)
By: Thales S. Teixeira and David E. Bell
Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details
Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; United States; United Kingdom
Teixeira, Thales S., and David E. Bell. "Who Owns the Whale? (Abridged)." Harvard Business School Case 515-108, April 2015.
- Video
Patrick Chalhoub
Patrick Chalhoub, CEO of Dubai-based luxury retailer Chalhoub, explains the national differences between markets for luxury products in the Gulf.
View Details- 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.
- Research Summary
Overview
Hisano’s research addresses the social and cultural implications of technological development and economic changes mainly in the twentieth-century United States. By analyzing the regulation, manipulation, and presentation of food color, her current book project links... View Details
Keywords: Business History; Consumer Behavior; Agribusiness; Food And Environment; Business Strategy; Commercialization; Business And Government; Advertising; Goods and Commodities; Food; History; Government and Politics; Marketing; Business and Government Relations; Advertising Industry; Advertising Industry; Advertising Industry; United States
- 28 Jul 2021
- Video
Aroon Purie
Aroon Purie, Chairman and Editor-in-Chief of India Today, discusses the importance of producing valuable content that people are willing to pay for when moving to digital magazines rather than print and the role that social media plays in advertising. View Details
- 02 Aug 2011
- Working Paper Summaries
To Groupon or Not to Groupon: The Profitability of Deep Discounts
- 05 May 2003
- What Do You Think?
Is This a Golden Era for Marketing Productivity?
Summing Up Questions raised in this month's column about the possibility of an era of marketing productivity based on innovative research techniques evoked a number of skeptical comments. However, in defense of such techniques, B. V. Krishnamurthy pointed out that... View Details
Keywords: by James Heskett
- 1978
- Article
Optimal Advertising: An Intra-Industry Approach
- Video
Dr. R.S. Sodhi
Dr. R.S. Sodhi, former Managing Director of GCMMF (Amul), relates the history of the Amul name and traces the origins of "Amul butter girl" - one of the world's longest running ad campaigns. View Details