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Show Results For
- All HBS Web
(10,216)
- People (56)
- News (2,642)
- Research (5,666)
- Events (34)
- Multimedia (73)
- Faculty Publications (3,529)
- Research Summary
Informing Brand Marketing Practice
Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details
- Program
Creating Brand Value
cultural and relationship prowess today's business-to-consumer (B2C) brand managers need. You will explore branding as a collective and collaborative meaning-making process among firms, consumers, and other... View Details
- 28 Mar 2016
- News
The Alum Building a Brand New City in Panama
experience—bought the base and began building a new city. “It was a white canvas to develop from the beginning,” Gilinski told Forbes. Today, nearly 1,000 buildings stand in Panama Pacifico—a property five... View Details
- March 1996 (Revised April 1996)
- Case
State Street Bank and Trust Company: New Product Development
By: Gary P. Pisano and Maryam Golnaraghi
Portrays the dilemma faced by Marsh Carter, CEO and chairman of the board of State Street Bank, in May 1995. For the past decade, the bank earned continually expanding earnings through its rapidly growing custody business. Now, as that business matures and custodial... View Details
Keywords: Product Development; Finance; Problems and Challenges; Management Teams; Organizational Change and Adaptation; Change Management; Strategy; Banking Industry
Pisano, Gary P., and Maryam Golnaraghi. "State Street Bank and Trust Company: New Product Development." Harvard Business School Case 696-087, March 1996. (Revised April 1996.)
- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; United States; North America; Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
- 17 Oct 2007
- Research & Ideas
Why Global Brands Work
strong worldwide. The chairman is committed to the environment. Many consumers are no longer considering Fords when buying their new cars, but they are predisposed to giving Ford another chance. Fords worldwide should henceforth have a... View Details
- 18 Sep 2007
- Research & Ideas
How Brand China Can Succeed
helped Spain present itself to the world as a modern, up-and-coming member of the European Union. However, a series of recent setbacks threaten China's new and improving image. As a result, China looks like a country that loves the... View Details
Keywords: by John Quelch
- 23 Apr 2012
- Research & Ideas
How to Brand a Next-Generation Product
notice a new name.” Like Apple, most consumer-centric companies deal with the dilemma of how to brand the next- generation of an existing product. Product upgrades make up the majority of corporate research... View Details
Keywords: by Carmen Nobel
- 2013
- Case
Innovation and Development of China Machine Press in the New Century
By: F. Warren McFarlan, Ning Jia and Guo Jia
China Machine Press (CMP), founded in 1952, is a leading multi-field, multi-discipline and multimedia publishing group in China with large scale, comprehensive and specialized business that integrates paper media, audiovisual media and online media, and combines... View Details
McFarlan, F. Warren, Ning Jia, and Guo Jia. "Innovation and Development of China Machine Press in the New Century." Tsinghua University Case, 2013.
- March 2022 (Revised July 2022)
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
- 10 Oct 2007
- Research & Ideas
“Blank” Inside: Branding Ingredients
that will make air travel more pleasurable. For the first time, Boeing has branded a new product, naming the 787 the Dreamliner. And All Nippon Airways, the archrival of Japan Airlines, which placed the... View Details
- May 2012 (Revised October 2012)
- Case
Yum! Brands
By: Jordan Siegel and Christopher Poliquin
Yum!, the owner of KFC, Pizza Hut, and Taco Bell, asks what might be the lessons from its success in China for currently contemplated expansion into India and Africa. Also, the company contemplates whether Taco Bell can succeed abroad as part of a new expansion push.... View Details
Keywords: International Business; International Marketing; Global Strategy; Competitive Strategy; Food and Beverage Industry; United States; Europe; Australia; Africa; Asia
Siegel, Jordan, and Christopher Poliquin. "Yum! Brands." Harvard Business School Case 712-422, May 2012. (Revised October 2012.)
- January 2018 (Revised May 2019)
- Case
Adeo Health Science: Turning a Product into a Brand
By: Elizabeth A. Keenan and Jill Avery
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details
Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America
Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.)
- Article
Learning-Before-Doing in the Development of New Process Technology
By: Gary P. Pisano
Pisano, Gary P. "Learning-Before-Doing in the Development of New Process Technology." Research Policy 25, no. 7 (October 1996): 1097–1119.
- 09 Jul 2008
- Research & Ideas
Starbucks’ Lessons for Premium Brands
experience to the American mass market. Wall Street bought into the vision of Starbucks as the "third place" after home and work. New store openings and new product launches fueled the stock price.... View Details
- 2016
- Book
Slavery's Capitalism: A New History of American Economic Development
By: Sven Beckert and Seth Rockman
During the nineteenth century, the United States entered the ranks of the world's most advanced and dynamic economies. At the same time, the nation sustained an expansive and brutal system of human bondage. This was no mere coincidence. Slavery's Capitalism... View Details
Beckert, Sven and Seth Rockman, eds. Slavery's Capitalism: A New History of American Economic Development. Philadelphia: University of Pennsylvania Press, 2016.
- April 1997
- Article
New Product Development Structures and Time to Market
By: S. Datar, C. Jordan, S. Kekre, S. Rajiv and K. Srinivasan
Keywords: Product Development
Datar, S., C. Jordan, S. Kekre, S. Rajiv, and K. Srinivasan. "New Product Development Structures and Time to Market." Management Science 43, no. 4 (April 1997): 452–464.
- October 2023
- Article
Finding New Business and Developing Relevant Sales Capabilities
By: Frank V. Cespedes
There are few alternatives to growth for most companies. It’s the rare firm whose goal involves getting smaller and, for employees, there is a strong correlation between their company’s growth rate, promotion opportunities, and job satisfaction. But a growth strategy... View Details
Cespedes, Frank V. "Finding New Business and Developing Relevant Sales Capabilities." Top Sales Magazine (October 2023), 24–25.
- 30 Apr 2008
- Sharpening Your Skills
Sharpening Your Skills: Brand Management
disagrees. Key concepts include: Most B2B marketers cannot economically address thousands of small businesses using the traditional direct sales force. If left unattended, individual managers will each do their own ad hoc marketing. B2B marketers are realizing that... View Details
- March 1996
- Case
New Product Development at Canon: The Contact Sensor Project
By: Joseph L. Bower and Michael Partington
Canon is one of the leading innovators in the world. This case describes the processes by which Canon manages the flow of ideas from basic science to new products, and how it harnesses product innovation to a strategy of diversification. View Details
Keywords: Innovation and Management; Strategic Planning; Innovation and Invention; Innovation Strategy; Management Practices and Processes; Diversification; Success; Consumer Products Industry
Bower, Joseph L., and Michael Partington. "New Product Development at Canon: The Contact Sensor Project." Harvard Business School Case 396-247, March 1996.