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- All HBS Web
(1,902)
- People (3)
- News (284)
- Research (1,356)
- Multimedia (8)
- Faculty Publications (909)
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- Article
A Brand's Eye View of Response Segmentation in Consumer Choice Behavior
By: Randolph E. Bucklin, Sunil Gupta and Sangman Han
Bucklin, Randolph E., Sunil Gupta, and Sangman Han. "A Brand's Eye View of Response Segmentation in Consumer Choice Behavior." Journal of Marketing Research (JMR) 32, no. 1 (February 1995): 66–74.
- 13 Sep 2011
- First Look
First Look: September 13
brands, Brita, Burt's Bees, and Green Works. These brands had fared differently over the past three years, and each presents multiple courses of action heading into 2011. Management also needs to assess the role the sustainable View Details
Keywords: Sean Silverthorne
- 07 Oct 2008
- First Look
First Look: October 7, 2008
overstretch ARK's organizational capacity and risk failing to maintain the highest quality of delivery? Purchase this case: http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=309036 Allston: Brand vs.... View Details
Keywords: Martha Lagace
- November 2008
- Teaching Note
Crossing Borders: MTC's Journey through Africa (TN)
By: Tarun Khanna
Teaching Note for [708477]. View Details
- December 1992
- Case
BASF: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
- 23 Apr 2014
- HBS Case
Are Electronic Cigarettes a Public Good or Health Hazard?
technologies, electronic cigarettes were developed by small entrepreneurs with brand names like Logic eCig (founded 2010), Blu (2009), and NJOY (2006). By 2013, according to the case study, the e-cigarette category featured more than 200... View Details
- 17 Mar 2015
- Research & Ideas
Where Did My Shopping Mall Go?
You want people to touch your product and actually get the brand experience. You could get to a point where stores like Best Buy become just showrooms and fulfillment is done by Amazon because they are much more efficient at it. I could... View Details
- 02 Feb 2010
- First Look
First Look: Feb. 2
manage an online community for the sole purpose of fostering word-of-mouth for a new brand it was launching. Should Communispace take on this assignment? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/510018-PDF-ENG Hulu: An... View Details
Keywords: Martha Lagace
- 17 Oct 2006
- First Look
First Look: October 17, 2006
20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to extend its global reach. This meant determining what Lenovo stood for and designing products that... View Details
Keywords: Sean Silverthorne
- 13 May 2014
- First Look
First Look: May 13
eligible for a discount on the purchase price conditional on their achieving the sales targets set by the franchisor. We show that car dealers (franchisees) who exclusively deal in cars of the brand offered by the franchisor receive... View Details
Keywords: Sean Silverthorne
- 23 May 2017
- First Look
First Look at New Ideas and Research: May 23, 2017
https://www.hbs.edu/faculty/Pages/item.aspx?num=52650 Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture By: Hisano, Ai Abstract—This working paper examines the remarkable growth of wine... View Details
Keywords: Carmen Nobel
- November 2008 (Revised February 2010)
- Case
Rebranding at Oliver Wyman Group
By: Robert G. Eccles and Kaitlyn Simpson
Keywords: History; Integration; Organizational Change and Adaptation; Marketing Strategy; Service Operations; Organizational Structure; Organizational Culture; Brands and Branding; Consulting Industry
Eccles, Robert G., and Kaitlyn Simpson. "Rebranding at Oliver Wyman Group." Harvard Business School Case 409-055, November 2008. (Revised February 2010.)
- 22 Sep 2003
- Research & Ideas
When Protestors Knock at Your Door
attack is about, and what business the firm is engaged in. We discuss these different strategies in the article. In general, though, it's risky for the firm to ignore the activists' protests entirely. At a minimum, they need to understand... View Details
Keywords: by Cynthia Churchwell
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
to create a framework to help managers think about their allocation challenges. The result was published in a recent paper, "Allocating Marketing Resources". Brand managers can be confronted with a complex, daunting task, the authors... View Details
Keywords: by Sean Silverthorne
- 13 Oct 2015
- Research & Ideas
Does Business Get Done the Same Way in Emerging and Developed Countries?
Administration in the Strategy unit at Harvard Business School. “No one had relationships with the parliamentarians—he built his business in part around this opportunity.” “No one had relationships with the parliamentarians—he built his... View Details
Keywords: by Sean Silverthorne
- 07 Apr 2009
- First Look
First Look: April 7, 2009
This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands. Purchase this note:... View Details
Keywords: Martha Lagace
- 01 Oct 2008
- Research & Ideas
How Much Time Should CEOs Devote to Customers?
business and the company's strategy. In a service business like Tesco's, the health of the brand depends heavily on the quality of the millions of daily transactions between shoppers and staff. Motivating the front-line personnel is... View Details
Keywords: by John Quelch
- May 2000
- Supplement
Launching the BMW Z3 Roadster
By: Robert J. Dolan and Susan M. Fournier
Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details
Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry
Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
- 15 May 2018
- First Look
New Research and Ideas, May 15, 2018
They often functioned, as a result, as part of the problem, rather than part of the solution. In the more recent globalization era, the strategies of Western corporations have moved beyond the practices of the colonial past, but linkages... View Details
Keywords: Dina Gerdeman
- 13 Apr 2010
- First Look
First Look: April 13
trade reasonably close to their intrinsic value. In place of earnings forecasts, management should provide information about the company's strategic goals and main value drivers. They should also discuss the risks associated with the View Details
Keywords: Martha Lagace