Publications

05 May 2003
What Do You Think?

Is This a Golden Era for Marketing Productivity?

we should be experiencing a resurgence of productivity in marketing, measured in terms of less waste in advertising, more clearly focused sales effort, and fewer product, service, and brand failures. However, it also raises interesting... View Details

Keywords: by James Heskett

12 Jun 2019
Research & Ideas

Investors Have More Than Money to Offer Entrepreneurs

Beyond offering advice on digital marketing and leveraging social media, your investors may also be helpful with brand awareness and offer PR opportunities. Perhaps they are sponsoring an event where you or a key member of your team can... View Details

Keywords: by Julia Austin

24 Apr 2006
Research & Ideas

Managing Alignment as a Process

men's outdoor shoes and clothing had become saturated. A comprehensive strategy review revealed that the Sport-Man brand could be extended to other apparel lines. Furthermore, its retail footprint in major... View Details

Keywords: by Robert S. Kaplan & David P. Norton; Apparel & Accessories; Fashion; Consumer Products; Retail

26 May 2009
Research & Ideas

Improving Market Research in a Recession

recession, it's essential to get a clear read on existing core customers, including those who are most loyal to the brand and those who are most profitable, rather than fritter away research resources on potential or peripheral consumers.... View Details

Keywords: by John Quelch

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

purchasing life. The CLV formula incorporates metrics that capture the outputs of three key customer strategies that firms employ: asset acquisition (attracting new customers to the firm); asset maximization (maximizing the value the firm... View Details

Keywords: by Sarah Jane Gilbert

January 2008
Article

The Value of a Broader Product Portfolio

By: Bharat Anand

The mantra "Every product must stand on its own bottom line" may no longer be the one to chant. Nowadays, broadening your portfolio can increase both your chances of a big win and the benefit your other products can get from a hit's popularity. View Details

Keywords: Brands and Branding; Product Development; Expansion; Value Creation

Find at Harvard

18 Dec 2012
First Look

First Look: December 18

capture strategies for modular systems. Download the paper: http://ssrn.com/abstract=2121600 Agglomerative Forces and Cluster Shapes Authors:Kerr, William R., and Scott Duke Kominers Abstract We model spatial clusters of similar firms.... View Details

Keywords: Carmen Nobel

February 2022
Case

Launching the Social

By: Tom Eisenmann, Lindsay N. Hyde and Tom Quinn

This case features the same protagonists as Ample Hills Creamery (HBS No. 822-073), and can be used as a continuation of that story.
Ample Hills Creamery started in 2010 as a temporary ice cream pushcart in Brooklyn, New York City. On the strength of inventive... View Details

Keywords: Entrepreneurship; Small Business; Brands and Branding; Partners and Partnerships; Expansion

May 1995
Background Note

Note on Product Liability

By: Willis M. Emmons III, Monica Brand and Greg Keller

This note provides an overview to the evolution and current state of product liability law in the United States. View Details

Keywords: Goods and Commodities; Legal Liability; Safety; Product Marketing; Business Strategy; Policy; Government and Politics; United States

Find at Harvard

March 2010 (Revised February 2013)
Case

NFL UK

By: Elie Ofek, David B. Godes and Peter Wickersham

The NFL faces a decision on how to continue efforts to grow its fanbase in the U.K. The decision needs to take into account lessons learned from previous NFL activities in Europe, market research on the U.K. sports fan, and the implications of any move on the U.S. fan.... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Innovation and Invention; Brands and Branding; Marketing Strategy; Sports; Expansion; Sports Industry; Europe; United Kingdom; United States

02 Mar 2015
Research & Ideas

‘Retail Revolution’ Excerpt: The Scale of the Ecommerce Threat

book excerpt The Scale Of The Threat From Retail Revolution: Will Your Brick-and-Mortar Store Survive? By Rajiv Lal, José B. Alvarez and Dan Greenberg After years against the ropes, many retailers are fighting out of the corner: revisiting store layouts and shifting... View Details

Keywords: Re: Rajiv Lal; Retail

29 Apr 2013
Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

Boston College's greatest marketing campaign lasted about six seconds. It's called the "Flutie Effect." In a 1984 game against the University of Miami, BC quarterback Doug Flutie threw a last-second "Hail Mary" pass 48 yards that was miraculously... View Details

Keywords: by Sean Silverthorne; Education; Advertising; Sports

09 Oct 2018
First Look

New Research and Ideas, October 9, 2018

Harvard Business School 519-017 Tailor Brands: Artificial Intelligence-Driven Branding Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize View Details

Keywords: Dina Gerdeman

15 May 2013
Research & Ideas

From McRibs to Maseratis: The Power of Scarcity Marketing

about "making moments that are so good." But by removing the Double Down from the menu, KFC made the moment when it came back in 2011 not just "so good," but even better. Nor is KFC alone in adopting this approach. McDonald's has pursued a similar... View Details

Keywords: Re: Michael I. Norton

November 2003
Supplement

P&G Japan: The SK-II Globalization Project

By: Christopher A. Bartlett

Paolo de Cesare and A.G. Lafley review the strategic and organizational challenges they face in deciding whether to make the prestigious Japanese beauty product, SK-II, a global brand. In a three-part videotaped interview, they discuss the challenges, reveal the... View Details

Keywords: Globalization; Brands and Branding; Organizational Structure; Strategy; Decision Choices and Conditions; Beauty and Cosmetics Industry; Consumer Products Industry; Japan

September 1981 (Revised September 1986)
Case

Steinway & Sons

By: David A. Garvin

Considers whether Steinway should reintroduce a long-discontinued product line to meet competition from the Japanese. Raises the issue of just how quality is defined in this market. Looks closely at a production process relying on craft skills. Students have the... View Details

Keywords: Experience and Expertise; Brands and Branding; Production; Quality; Competition

March 1995
Supplement

The Black & Decker Corporation (D): DeWalt Opportunities in Europe and Japan

By: Robert J. Dolan

Describes Black & Decker's challenges in international markets, particularly in Europe and Japan. View Details

Keywords: Brands and Branding; Product Positioning; Competition; Globalization; Problems and Challenges; Construction Industry; Consumer Products Industry; Japan; Europe

05 Jan 2009
Research & Ideas

Most Popular Articles and Working Papers 2008

oriented, distributors are concerned about cash, and employees worry about their jobs. But a downturn is no time to stop spending on marketing. The key, says professor John Quelch, is to understand how the needs of your customers and partners change, and adapt your... View Details

Keywords: by Staff

July 2008 (Revised February 2009)
Supplement

(PRODUCT) RED (B)

By: Youngme E. Moon, Michael I. Norton and David Chen

Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives. View Details

Keywords: Communication; Brands and Branding; Marketing Strategy; Social Marketing; Partners and Partnerships; Social Enterprise; Africa