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Show Results For
- All HBS Web
(1,933)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (855)
Joseph F. Cullman III
Cullman increased Philip Morris sales from $440 million to $2.6 billion in 1973. Cullman’s crowning achievement was capturing the male demographic for Marlboro cigarettes. He did this by developing a new Marlboro package, and establishing the “Marlboro Man” 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
Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (B)." Harvard Business School Supplement 521-002, August 2020. (Revised January 2021.)
- 01 Mar 2017
- News
Weaving Success in India
Photographs and advertisements from Nalli’s nearly nine decades in business. (Courtesy Lavanya Nalli) Photographs and advertisements from Nalli’s nearly nine decades in business. (Courtesy Lavanya Nalli)... View Details
Keywords: April White
Herbert F. Johnson
Johnson built his company through extensive advertising (it was the first to establish company sponsorship of a radio show), and in many ways, changed the way Americans lived. He introduced such diverse household products as: “Raid”- the... View Details
Keywords: Personal Care & Home Products
- January 1996 (Revised January 1996)
- Teaching Note
Colonial Broadcasting Co. TN
By: Arthur Schleifer Jr. and George Wu
Teaching Note for (9-894-011). View Details
- 31 Mar 2014
- News
Encouraging Niche Content in an Ad-Driven World
Abe Plough
Coppertone suntan lotion, St. Joseph Aspirin and Maybelline cosmetics. While spending up to 25% of revenues on advertising to create household brand names, Plough generated top-level financial returns for several years. View Details
Keywords: Healthcare
- March 2013
- Article
For Mobile Devices, Think Apps, Not Ads
By: Sunil Gupta
Many companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to... View Details
Keywords: Applications and Software; Advertising; Mobile and Wireless Technology; Innovation and Invention
Gupta, Sunil. "For Mobile Devices, Think Apps, Not Ads." Harvard Business Review 91, no. 3 (March 2013).
- July 2022
- Case
FIJI Water: Carbon Negative? (Abridged)
By: Michael W. Toffel, George Serafeim, Francesca Gino, Stephanie Van Sice and Tom Quinn
In the midst of increasing press scrutiny of the bottled water industry’s environmentally harmful practices, FIJI Water made a series of sustainability promises. The boldest of these was a pledge to go “carbon negative.” The company said that not only would they offset... View Details
Keywords: Carbon Footprint; Carbon Offsetting; Environmental Accounting; Climate Change; Environmental Sustainability; Pollution; Cross-Cultural and Cross-Border Issues; Misleading and Fraudulent Advertising; Non-Governmental Organizations; Brands and Branding; Food and Beverage Industry; Fiji; United States
Toffel, Michael W., George Serafeim, Francesca Gino, Stephanie Van Sice, and Tom Quinn. "FIJI Water: Carbon Negative? (Abridged)." Harvard Business School Case 623-004, July 2022.
- Web
Introduction - The Response - The Human Factor – Baker Library | Bloomberg Center, Historical Collections
The Message The Product The Production The Worker The Audience Bibliography The Response: The Public Relations File Thus it is a fact and no mere boast that Kraft advertisements proclaim in the statement: The world's finest cheeses are... View Details
Academic Excellence
manuscript of a book on the business history of Rolex, in which I explore the relationship between J. Walter Thompson's American advertising agents and Swiss engineers in the creation of a product that expresses social status. I then... View Details
- December 2004 (Revised October 2005)
- Case
Hasbro Games -- POX (A)
By: David B. Godes and Elie Ofek
Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
Godes, David B., and Elie Ofek. "Hasbro Games -- POX (A)." Harvard Business School Case 505-046, December 2004. (Revised October 2005.)
Robert E. (Ted) Turner
Taking over his father’s outdoor advertising company in 1963, he immediately began expanding it beyond its core billboard business, acquiring Atlanta television’s Channel 17. Securing programming from national networks, showing “light... View Details
Keywords: Entertainment & Broadcast Media
- Career Coach
Sarah Sikowitz
has 15+ years' experience in digital media, marketing and advertising, most recently as Principal Analyst for Forrester Research, covering marketing, advertising and innovation firms. Sarah enjoys partnering with students and alumni on... View Details
- 01 Apr 2000
- News
New Exhibit Highlights Turning Point for American Business
on display in Morgan Hall, titled "The Emergence of Modern American Business." The exhibit features large black-and-white photographs, colorful advertising cards, informative broadsides, and other memorabilia selected from the Baker... View Details
Keywords: Nancy O. Perry
- 21 Jul 2010
- News
Mad Men, the Early Era
Related research Dare to Be Different Should You Bring Advertising Expertise in House? Improving Brand Recognition in TV Ads Step into the lobby of the Baker Library | Bloomberg Center and you’ll find an exhibit that coordinates well with... View Details
- April 2009 (Revised April 2013)
- Case
Barack Obama: Organizing for America 2.0
By: Mikolaj Jan Piskorski, Laura Winig and Aaron Smith
Less than a week before Barack Obama was due to be sworn in as the 44th president of the United States, Obama for America (OFA), the president-elect's official campaign organization, announced the formation of a post-election organization, Organizing for America. The... View Details
Keywords: Advertising Campaigns; Political Elections; Marketing Communications; Power and Influence; Social and Collaborative Networks; Internet
Piskorski, Mikolaj Jan, Laura Winig, and Aaron Smith. "Barack Obama: Organizing for America 2.0." Harvard Business School Case 709-493, April 2009. (Revised April 2013.)
Harry Chandler
Times led all other American newspapers in advertising space and amount of classified ads. Under Chandler’s leadership, the Times was also the first newspaper in the country to establish a personnel department, and one of the first to... View Details
Keywords: Publishing & Print Media