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  • All HBS Web  (1,931)
    • News  (346)
    • Research  (1,274)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (853)
← Page 53 of 1,931 Results →
  • May 2022
  • Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
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
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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
Keywords: Advertising; Computer Industry
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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

By: Stephen A. Greyser
Keywords: Advertising; Beauty and Cosmetics Industry
Citation
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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
Keywords: Advertising Campaigns; Air Transportation Industry
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Greyser, Stephen A., and Norman Klein. Eastern Airlines: The ""Fight Back"" Campaign. Harvard Business School Case 591-044, November 1990.
  • February 1974
  • Case

Listerine Lozenges

By: Stephen A. Greyser
Keywords: Advertising Campaigns; Pharmaceutical Industry
Citation
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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
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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
Keywords: by Sean Silverthorne; Advertising; Advertising
  • 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
Keywords: Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising
  • 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
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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
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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
Keywords: Advertising Campaigns; Apparel and Accessories Industry
Citation
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Heskett, James L., Stephen A. Greyser, and Norman Klein. Benetton: The "United Colors" Communications Campaigns. Harvard Business School Case 595-032, September 1994.
  • 08 Dec 2016
  • Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail
  • 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

Keywords: by Benjamin Edelman, Sonia Jaffe & Scott Duke Kominers; Retail; Technology
  • 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

By: Michael E. Porter
Keywords: Advertising; Business Ventures
Citation
Related
Porter, Michael E. "Optimal Advertising: An Intra-Industry Approach." Issues in Advertising: The Economics of Persuasion (1978).
  • 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
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