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November 1982 (Revised June 1983)
Case

Casual Male: Off-Price Men's Apparel Retailing

By: Richard S. Tedlow

Keywords: Marketing Strategy; Advertising; Apparel and Accessories Industry

Citation

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15 Jan 2020
Video

Cem Boyner

Cem Boyner, Chair of Boyner Holdings, one of the largest retail groups in Turkey, describes how salespeople in his stores are instilled with a sense of how to serve customers in order to retain customer... View Details

29 Oct 2018
Research & Ideas

Hunting for a Hot Job in High Tech? Try 'Digitization Economist'

problems like advertising auctions and market design. The accelerating phenomenon has given rise to a new field within economics called the economics of digitization. Research from the field is quickly finding its way into practice,... View Details

Keywords: by Roberta Holland; Technology; Education

June 2014
Article

Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak

By: Benjamin Edelman

Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details

Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry

Citation

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Will K. Kellogg

Kellogg invented corn flakes and created a breakfast cereal empire. Practicing pioneering advertising techniques, he managed to change the American breakfast style. Today, the Kellogg Company carries on the tradition of innovative View Details

Keywords: Food & Tobacco

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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David M. Ogilvy

Though he founded the advertising giant that is best known for its hard-sell approach, Ogilvy himself is known for his creativity and for championing the softer side of advertising. Despite the minimal profits earned by such an approach,... View Details

Keywords: Services

The High Art of Photographic Advertising: The 1934 National Alliance of Art and Industry Exhibition

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions The High Art of Photographic Advertising Introduction Photographic Exhibit Research Links... View Details

September 1988
Supplement

Reebok Commercials--1988, Video

By: John A. Quelch

Set of seven commercials to accompany Reebok International Ltd. View Details

Keywords: Marketing; Advertising; Apparel and Accessories Industry

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08 Dec 2016
Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail

01 Apr 2000
News

Getting the Message

billboard-shaped notices -- about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun. Today, View Details

Keywords: Susan Young

winter 2001
Article

Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter

Keywords: Customers; Perception; Advertising

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Video

Dr. Laura Catena

Dr. Laura Catena, Managing Director of Bodega Catena Zapata, explains the importance of reputation in the wine industry and outlines marketing strategies that have helped her winery surpass the competition. View Details

Jane Trahey

Trahey was one of the first women to own and manage a major advertising agency in the United States. A prolific copywriter and author, Trahey is credited with the inspiration for the long-running “What becomes a legend most?” campaign for... View Details

Keywords: Services

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

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

13 May 2022
News

When Keyword Poaching Pays Off

29 May 2007
First Look

First Look: May 29, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=507077 PublicationsThe Impact of Direct-to-Consumer Advertising in Orthopaedics Authors:Kevin J. Bozic, Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville,... View Details

Keywords: Martha Lagace