Campaigns - Publications - Faculty & Research

01 Sep 2017
News

History’s Lessons

to complete the manuscript of Silent Spring, which documents the effects of pesticides such as DDT on the environment and the campaign of misinformation surrounding their use. “Leaders are obligated...to translate information into... View Details

Keywords: Abraham Lincoln; Ernest Shackelford; Rachel Carson

February 2011
Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor

We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

Citation

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09 Jun 2014
Research & Ideas

The Manager in Red Sneakers

in packs of three with the tagline "nothing matches, but anything goes." Deciding to be different can win points in other corporate ways, too. "Just like people signal status by not conforming, brands can also signal status with a nonconforming advertising View Details

Keywords: by Dina Gerdeman; Consumer Products; Apparel & Accessories; Fashion

24 Apr 2018
First Look

First Look at New Research and Ideas, April 24, 2018

Next Campaign Describes how a former public official became an advocate who started a nonprofit organization after losing her campaign for governor. Purchase this case:... View Details

Keywords: Sean Silverthorne

01 Jun 2016
News

How Do We Win the Cyberwar?

has used industry-specific versions of these systems—focused on everything from financial services to real estate—to share threat data for a few years now, spreading information about new phishing campaigns or ongoing wire transfer fraud... View Details

Keywords: Dan Morrell; illustrations by Victo Ngai

23 Oct 2018
First Look

New Research and Ideas, October 23, 2018

media to engage others and build campaigns for change in the company. This case follows her career at the company and describes the challenges she faced as a change agent, working to promote gender equality within the company and a new... View Details

Keywords: Dina Gerdeman

13 Dec 2017
News

Skydeck Live: What Really Motivates American Voters?

Subscribe on iTunes Subscribe on SoundCloud More Skydeck episodes Dan Morrell: Late last summer Diane Hessan (MBA 1977) got a call from the Hillary Clinton campaign. Hessan's an entrepreneur and executive. And she previously founded the market research firm C Space.... View Details

02 Oct 2018
First Look

New Research and Ideas, October 2, 2018

empirically explore these issues for China, where a quarter of firms’ R&D expenditures come from government subsidies. Using a difference-in-differences approach, we find that the anti-corruption campaign that began in 2012 and the... View Details

Keywords: Dina Gerdeman

01 Dec 2018
News

Alumni and Faculty Books for December 2018

campaign strategies, and ground-level tactics employed in a range of modern social change campaigns: tobacco control, gun rights expansion, LGBT marriage equality, and acid rain elimination. He also examines recent View Details

May 2019
Teaching Note

JUUL and the Vaping Revolution

By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta

Teaching Note for HBS No. 619-006. View Details

Citation

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09 Jun 2023
Blog Post

Learning Curve

lasting institution. Melcher returned to private equity, cofounding EIV Capital in 2009, and today Katie is thriving in a semi-independent community for adults with intellectual disabilities. As she prepared to attend the launch of the Joy School’s new capital View Details

09 Apr 2008
Research & Ideas

The Matchmaker of the Modern Economy

regulations. Dean Donald K. David of Harvard Business School; Merrill Griswold, the President of Massachusetts Investors Trust; and several other prominent industrialists and lawyers mounted a successful campaign to relax the laws of... View Details

Keywords: by Spencer E. Ante

01 Oct 2002
News

The Class of 1977

surprise “Keep America Rolling” zero-percent financing campaign on GM vehicles to keep GM's, and its suppliers', production lines rolling in the face of an unprecedented national crisis. Rick's quick and decisive action against... View Details

Keywords: Desmond Wong

07 Nov 2017
First Look

New Research and Ideas: November 7, 2017

when treating the opponent’s campaign plan as given. Our formulation accounts for both the time cost of traveling between districts and the time expended while campaigning within districts. We describe a... View Details

Keywords: Carmen Nobel

25 Oct 2011
Research & Ideas

Chasing Stars: Why the Mighty Red Sox Struck Out

sports, a two-year campaign to acquire star performers with extraordinary multimillion-dollar, multiyear contracts. “It seems like more and more in our economy, we believe if you were a star somewhere else, we can bring you over and right... View Details

Keywords: by Carmen Nobel; Sports; Banking

12 Dec 2006
First Look

First Look: December 12, 2006

context in which they operate; to determine which CSR initiatives they should address; and to find the most effective ways of doing so. Perceiving social responsibility as an opportunity rather than as damage control or a PR campaign... View Details

Keywords: Martha Lagace

26 Feb 2018
Research & Ideas

The Airbnb Effect: Cheaper Rooms for Travelers, Less Revenue for Hotels

Times. The AHLA also launched a campaign to portray Airbnb hosts as being, in reality, commercial operators looking to compete illegally with hotels. As margin pressure increases from Airbnb properties over time, hotels will be forced to... View Details

Keywords: by Dina Gerdeman; Travel

05 Feb 2014
Research & Ideas

Can Putin Score Olympic Gold?

million every four years just for the privilege of using The Rings in their advertising—with hundreds of millions more spent on the advertising campaigns themselves. They aren't the only ones banking on Olympic success. NBC, which paid... View Details

Keywords: by Michael Blanding; Sports; Advertising

29 Jun 2010
First Look

First Look: June 29

anti-malaria campaign which has become a model in sub-Saharan Africa. This paper aims at quantifying the individual and macro level benefits of this campaign, which involved mass distribution of insecticide treated mosquito nets,... View Details