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  • November 1987 (Revised September 1994)
  • Case

Actmedia, Inc.

By: Frank V. Cespedes
Keywords: Marketing; Sales; Management; Advertising Industry
Related
  • April 1987 (Revised March 1989)
  • Case

Saatchi & Saatchi Co. PLC

By: David J. Collis
Keywords: Advertising Industry
Related
  • Profile

Rachel Honeth

television station in South Bend, Indiana. But while pursuing her undergraduate degree at Northwestern, she discovered that, "I was interested in the marketing and advertising aspect of sports rather than television." After... View Details

    Charles H. Steinway

    Following behind his Uncle William, Charles Steinway focused on the business side of his family’s growing piano empire. Charles introduced the company’s first modern advertising campaign and personally took control of the European... View Details
    Keywords: Fabricated Goods

      William M. Rosson

      Shunning critics, Rosson introduced two new smokeless tobacco products in the early eighties – Hawken moist snuff and Levi Garrett shredded tobacco. Through targeted advertising and promotions, these products went on to capture 25% of the... View Details
      Keywords: Food & Tobacco
      • 17 Feb 2010
      • First Look

      First Look: Feb. 17

        Working PapersThe Evolution of Science-Based Business: Innovating How We Innovate Author:Gary P. Pisano An abstract in unavailable at this time. Download the paper: http://www.hbs.edu/research/pdf/10-062.pdf   PublicationsTargeted View Details
      Keywords: Martha Lagace

        Catherine T. Clark

        Purchasing a wheat bread recipe from a local Wisconsin baker, Clark went on to build a very successful upscale bakery business. Through the formation of Brownberry Ovens, Clark developed a regional distribution network for her products. She expanded the business... View Details
        Keywords: Food & Tobacco
        • August 2020 (Revised January 2021)
        • Supplement

        Facelift at Olay (B)

        By: Sunil Gupta, Rajiv Lal and Olivia Hull
        This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales. View Details
        Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
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        • September 1992 (Revised October 1995)
        • Case

        Exxon: Communications After Valdez

        By: Stephen A. Greyser and Nancy Langford
        Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of... View Details
        Keywords: Advertising; Communication; Crisis Management; Marketing Communications
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        • 10 Nov 2008
        • Research Event

        Social Media Leads the Future of Technology

        Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in... View Details
        Keywords: by Martha Lagace

          Samuel C. Johnson II

          Taking the helm of the family business in 1966, Johnson began a diversification plan to lessen the company’s exposure to the introduction of “no-wax” floors. He aggressively moved the company into the personal care field and developed a new line of recreational... View Details
          Keywords: Personal Care & Home Products

            Philip K. Wrigley

            halted production, he continued his father’s trend of quirky advertising schemes, allowing the gum to rise to extreme levels of popularity in the post-war years. View Details
            Keywords: Food & Tobacco

              Adolphus W. Green

              Green was instrumental in organizing over 40 Midwestern bakeries to form the National Biscuit Company in 1898, which became the basis for the present day Nabisco. When Green organized the firm, its only product was a cracker, the Uneeda biscuit. Green introduced new... View Details
              Keywords: Food & Tobacco

                James A. Gray, Jr.

                Through his advertising efforts, Gray was able to return Camel to its position as the best selling cigarette brand. In 1939, Gray greatly improved R. J. Reynolds’ leaf operations by installing vacuum conditioners, which eliminated the use... View Details
                Keywords: Food & Tobacco

                  Henry J. Heinz

                  Heinz, who started peddling his homegrown produce when he was 8, entered the twentieth century as the nation’s largest producer of pickles, vinegar, ketchup and mustard. He was considered an advertising and merchandising genius and... View Details
                  Keywords: Food & Tobacco
                  • 17 Jan 2008
                  • Research & Ideas

                  If Marketing Experts Ran Elections

                  issues. In addition, the winner-takes-all system often leads candidates to desperate tactics such as negative advertising to tear down their opponents rather than promoting their own virtues. Citizens can be forgiven for being cynical. A... View Details
                  Keywords: by John A. Quelch
                  • 19 Sep 2016
                  • News

                  A Streamlined Time Inc.

                  only do we create this amazing, premium content, and we also produce at scale, but at the same time, we’re actually taking that content and layering on top of it technology and data insights and targeting opportunities that are creating a whole slew of new... View Details

                    Richard J. Reynolds

                    increased their popularity by giving them away to World War I soldiers, one of the many advertising schemes that grew Camel into one of the most popular cigarette brands. View Details
                    Keywords: Food & Tobacco

                      Helen R. Reid

                      Working at the newspaper since 1918, Reid was instrumental in expanding the Tribune’s advertising revenue, circulation, and editorial content. She played a major role in promoting women within the organization, and by the forties, the... View Details
                      Keywords: Publishing & Print Media
                      • Profile

                      Linda Leung

                      Physics Laboratories’ research into potential flights to Mars, reflect one of Linda’s lifelong ambitions: “To work on things no has worked on before.” From plasma physics to online advertising Although Linda retains a fascination with... View Details