Publications

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equal-revenue-earning teams. These changes allowed the NFL to become a profitable enterprise by promoting competition among the teams for players and among the networks and merchandisers for broadcasting and advertising rights,... View Details

Keywords: Entertainment & Broadcast Media

Owsley Brown II

Taking the helm of the family company from his brother in 1993, Brown dramatically expanded Brown-Forman’s international presence and invested heavily in sales and marketing. Brown orchestrated a total marketing “makeover” for the company – shunning over 35 years of... View Details

Keywords: Food & Tobacco

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

January 1989 (Revised December 1991)
Case

British Airways: ""Go for It, America!"" Promotion (A)

By: Stephen A. Greyser

Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details

Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States

of the black community of the need for such a publication, Grave eventually garnered the support of over 100,000 leaders and organizations. By 1992, the magazine had national recognition–including advertising support from many Fortune 500... View Details

Keywords: Publishing & Print Media

23 Nov 2010
First Look

First Look: November 23

psychology and ethical decision making. Read the paper: http://www.francescagino.com/uploads/4/7/4/7/4747506/caruso_gino_cognition_2011.pdf The Design of Online Advertising Markets Author: Benjamin G. Edelman Publication: In The Handbook... View Details

Keywords: Sean Silverthorne

12 PM – 1 PM EDT, 25 Apr 2017
Webinars: Trending@HBS

A Recipe for Digital Disruption

In recent years, a new wave of digital disruption has been taking over the Internet. In this talk, Associate Professor Teixeira will show how a variety of firms, both incumbents and startups, are using digital technologies to break the bonds between activities that... View Details

Eva Muraya

Keywords: Advertising and Marketing

14 Sep 2007
Research & Ideas

How to Profit from Scarcity

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Marketers are trained to match supply to demand. Everything that consumers need should be... View Details

Keywords: by John Quelch; Advertising; Advertising

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

Johnson became a leader in the phonograph industry by introducing a number of technical innovations. He established a strong reputation for quality music and implemented an extremely effective advertising program, which ensured his... View Details

Keywords: Fabricated Goods

01 Mar 2010
News

Milestone for HBS Alumna

member of the HAA board since 1995. Alvarez-Bjelland emigrated with her family from Cuba to Miami in 1962 and has lived for the past 25 years in Norway, home to her husband, Christian Bjelland (MBA ’78). She has worked in marketing and View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

03 Nov 2003
Research & Ideas

Making Money Making Movies

the lion's share of admissions. In that respect, audience tastes in U.S. and international markets are actually fairly similar. Q: What opportunities do you see for entertainment marketers who want to ensure a film's success overseas? How important is View Details

Keywords: by Manda Salls; Entertainment & Recreation; Motion Pictures & Video

September 1991 (Revised December 1991)
Case

G. Heileman Brewing Co. (A): Power Failure At PowerMaster

By: Stephen A. Greyser

In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol... View Details

Keywords: Advertising Campaigns; Ethics; Lawfulness; Brands and Branding; Product Positioning; Demand and Consumers; Market Entry and Exit; Food and Beverage Industry