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  • All HBS Web  (458)
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    • Research  (276)
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  • 08 Aug 2022
  • HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details
Keywords: by Shalene Gupta; Media & Broadcasting; Music
  • 10 Nov 2015
  • First Look

November 10, 2015

Strengthening the Brand with Digital Marketing Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on... View Details
Keywords: Sean Silverthorne
  • 25 Oct 2022
  • Research & Ideas

Is Baseball Ready to Compete for the Next Generation of Fans?

first time. "I'm saying the pace is not going to attract a more action-oriented, younger demographic." Park attendance, however, continues its nine-year decline, and MLB trails the NFL, NBA, and English Premier League in annual... View Details
Keywords: by Christina Pazzanese, Harvard Gazette; Media & Broadcasting; Sports
  • 15 Nov 2022
  • Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

TikTok posts attract millions of views, most do not. In the case of the “Victoria’s Secret” song, tens of thousands of people riffed off the post with their own video, and few were seen by more than a handful of people. So why do they... View Details
Keywords: by John Deighton and Leora Kornfeld
  • 11 Dec 2018
  • First Look

New Research and Ideas, December 11, 2018

Betfair was an underfunded second mover in the betting exchange space, it was able to attract punters at a much faster rate than the better-funded first mover, Flutter. Moreover, while Betfair and traditional bookmakers competed... View Details
Keywords: Dina Gerdeman
  • 17 Jun 2017
  • Research & Ideas

Amazon, Whole Foods Deal a Big Win for Consumers

Source: 400tmax Editor's Note. Online retailing behemoth Amazon announced June 16 that it would acquire upscale grocery chain Whole Foods Market in a deal valued at more than $13 billion. Though the company has dabbled with the idea of a brick-and-mortar footprint in... View Details
Keywords: by Jose Alvarez and Len Schlesinger; Retail
  • 16 Feb 2023
  • HBS Case

ESG Activists Met the Moment at ExxonMobil, But Did They Succeed?

The impact-investment hedge fund Engine No. 1 made a big splash in May 2021 when it managed to get three nominees elected to the ExxonMobil board of directors. It was an open effort to prod the oil giant toward renewable energy and test whether activist investing could... View Details
Keywords: by Lane Lambert; Financial Services
  • 22 Aug 2022
  • Research & Ideas

Can Amazon Remake Health Care?

lessons from outside health care don’t always apply to health care. Gazette: What does Amazon’s entry into primary care mean potentially for consumer access to health care? Amazon is a trusted, well-known brand so the company could easily... View Details
Keywords: by Christina Pazzanese, Harvard Gazette; Health
  • 26 Feb 2008
  • First Look

First Look: February 26, 2008

display promotions away from smaller revenue brands and toward larger ones following periods of poor financial performance, indicating the behavior is being driven by parties higher in the firm than the View Details
Keywords: Martha Lagace
  • 08 Jan 2019
  • First Look

New Research and Ideas, January 8, 2019

generating a brand book for Israel that suggested a guiding brand position of “creative energy”; inviting social media influencers to partake in trips focused on lifestyle interests; generating appealing,... View Details
Keywords: Dina Gerdeman
  • 25 Mar 2015
  • HBS Case

Tate’s Digital Makeover Transforms the Traditional Museum

and attracting entirely new ones. Rethinking A Trip To The Museum A museum trip has traditionally been an intensely physical experience: walking gallery floors, hearing footsteps echo off spacious halls, and seeing up-close the brush... View Details
Keywords: by Michael Blanding; Education
  • 10 Jan 2012
  • First Look

First Look: January 10

S. Grossman, and Ryan JohnsonHarvard Business School Case 512-026 When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed... View Details
Keywords: Sean Silverthorne
  • 01 Oct 2001
  • Research & Ideas

How To Make Restructuring Work for Your Company

attracting new business from corporate and retail customers. The merger was therefore also viewed as a vehicle for increasing top-line revenue growth. Internal cost cutting alone would not have enabled either bank to achieve this second... View Details
Keywords: by Stuart C. Gilson
  • 23 Jan 2013
  • Research & Ideas

Three-Dimensional Strategy: Winning the Multisided Platform

third party. By contrast, a grocery store also creates a space for consumers and multiple brands to meet—but the store controls the transaction, serving as a reseller. Done right, the MSP model has proven extremely lucrative, throwing off... View Details
Keywords: by Julia Hanna
  • 16 May 2000
  • Research & Ideas

Getting the Message: How the Internet is Changing Advertising

graphics, to target the right audience, and to measure responses instantly. But many experts contend that Internet advertising is still in its infancy. There is a widely held belief that in the future we will compare today's Web ads with the first television ads—where... View Details
Keywords: by Susan Young
  • 19 Apr 2004
  • Research & Ideas

Birth of the American Salesman

industries that traditionally invested heavily in salesmen—insurance, automobiles, office machines, branded foods, and pharmaceuticals—did so because they believed salesmen were effective and persuasive in creating demand. American... View Details
Keywords: by Laura Linard
  • 30 Jan 2020
  • Research & Ideas

The Upside of Highlighting a Product's Downsides

their products and downplay risks, fearing that any negative sentiment might hurt demand. But research led by Ryan W. Buell, a professor in the HBS Technology and Operations Management Unit, and doctoral student MoonSoo Choi found that warts-and-all transparency helps... View Details
Keywords: by Danielle Kost
  • 30 Aug 2011
  • First Look

First Look: August 30

competition with perennial rival P&G increasing its focus on the oral care and emerging markets where Colgate had traditionally been untouchable. To defend its lead Colgate attempted to cover all fronts, leveraging brand equity,... View Details
Keywords: Sean Silverthorne
  • 21 Apr 2015
  • First Look

First Look: April 21

relationships with their competitors affect consumers' preferences. Through a series of experiments, we show that the competitive context in which a brand operates can affect consumers' purchase interest and purchase frequency. We show... View Details
Keywords: Carmen Nobel & Sean Silverthorne
  • 13 Jun 2017
  • First Look

First Look at New Research and Ideas, June 13

third candidate qualifies only when selected by more than 12.5% of registered citizens. Using a fuzzy RDD around this threshold, we find that the third candidate attracts both “switchers,” who would have voted for one of the top two... View Details
Keywords: Sean Silverthorne
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