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(1,919)
- News (343)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
Show Results For
- All HBS Web
(1,919)
- News (343)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
- December 1992
- Case
Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion
By: Ray A. Goldberg
Goldberg, Ray A. "Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion." Harvard Business School Case 593-067, December 1992.
- 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.)
- 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.
- February 1973 (Revised June 1973)
- Case
Listerine Antiseptic (A)
Greyser, Stephen A. "Listerine Antiseptic (A)." Harvard Business School Case 573-060, February 1973. (Revised June 1973.)
- 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 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.
- 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
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- 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
- 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- 27 Sep 2018
- Working Paper Summaries
Large-Scale Demand Estimation with Search Data
- Article
What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness
By: Mark Forehand and Rohit Deshpandé
Keywords: Advertising
Forehand, Mark, and Rohit Deshpandé. "What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness." Journal of Marketing Research (JMR) 38, no. 3 (August 2001).
- May 1987 (Revised May 1991)
- Case
Crafted with Pride in U.S.A. Council
Greyser, Stephen A. "Crafted with Pride in U.S.A. Council." Harvard Business School Case 587-110, May 1987. (Revised May 1991.)
- 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
- 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
- April 1989
- Case
New England Brown Egg Council Takes on Salmonella
By: Stephen A. Greyser and Norman Klein
Greyser, Stephen A., and Norman Klein. "New England Brown Egg Council Takes on Salmonella." Harvard Business School Case 589-114, April 1989.