Publications

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October 2015 (Revised October 2016)
Case

Paez

By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's... View Details

Keywords: Brands; Brand Management; Brand Positioning; Entrepreneurship In Emerging Markets; Retailing; Fashion; Competitive Strategy; Marketing; Advertising; Brands and Branding; Marketing Strategy; Entrepreneurship; Competition; Fashion Industry; Retail Industry; Argentina; Spain

15 Aug 2021
News

You’ve Never Heard of the Biggest Digital Media Company in America

The New York Times recently profiled Red Ventures, led by CEO and cofounder Ric Elias (MBA 1994), calling the company “perhaps the biggest digital publisher in America, a 4,500-employee juggernaut that says it has roughly $2 billion in annual revenues, a conservative... View Details

August 1990
Case

General Foods Corp.: Adapting to the New Electronic Media

By: Stephen A. Greyser

Keywords: Advertising; Media; Strategy; Food and Beverage Industry

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Career Coach

Ellen Harris

that may not be readily obvious. Her background in advertising and marketing, and subsequently Organizational Behavior and Development/Facilitation/Consulting, shaped her belief that students and alumni generally have a good idea of their... View Details

Keywords: Consulting; Consumer Products; Education; Hospitality; Manufacturing; Retail; Social Enterprise

01 Sep 2017
News

Read All About It: Journalism Can Be Profitable

substantial advertising revenue. But local newspapers provide important accountability, and the question is, how do you create a local newspaper that focuses on doing that? Local newspapers need truly differentiated content that their... View Details

Keywords: April White; New York Times; newspapers; Google; Wirecutter; social media; Facebook; News, Library, Internet, and Other Services; Information

01 Jun 2002
News

News in the News Biz

of wealthy individuals, then the newspaper business has to generate profit. Since 75 percent of newspaper revenue comes from advertising, and staff — at 16 percent of total cost — is the most important cost after newsprint, it is not surprising that publishers resort... View Details

02 Apr 2018
Blog Post

Event Planning for Recruiting Success – Part 2

Companies manage all advertising for targeted events so using the resume book and/or student clubs to attract students is critical to success. Tailor your messaging to individual students whenever possible to create the connection before... View Details

Keywords: All Industries

18 May 2015
News

The First Five Years: Anjali Vaidya (MBA 2010)

Where did you go after you graduated from HBS? “I spent three and a half years working at Google on mobile advertising and have been at Yahoo, also working on mobile monetization, since October 2013.” What are the most important things... View Details

Keywords: Google; Yahoo; News, Library, Internet, and Other Services; Information

April 2015 (Revised December 2015)
Case

Resuscitating Monitter

By: Benjamin Edelman and Wei Sun

After a Twitter API change and policy change block his fledgling startup, solo entrepreneur Alex Holt evaluates his options. Should he double-down with a major investment in new servers, rewriting his app from scratch, and charging users for a service that he had... View Details

Keywords: Platform Strategy; Envelopment; Dependence; Social Media; Business Strategy; Vertical Integration; Information Technology; Digital Platforms; Advertising Industry; Advertising Industry; Australia

01 Jan 2003
News

James E. Burke, MBA 1949

killed. Industry analysts and advertising experts told us that Tylenol was finished." As several HBS case studies point out, Tylenol was the country's best-selling over-the-counter pain reliever at the time of the poisonings, with 35... View Details

February 2020
Supplement

Theranos: Who Has Blood on Their Hands? (B)

By: Nien-he Hsieh, Christina R. Wing and John Masko

This supplemental case tracks the results of the Colman and Taubman-Dye class action suit against Theranos as well as Theranos’ other legal challenges and chronicles the final demise of the company in 2019. View Details

Keywords: Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Entrepreneurship; Lawsuits and Litigation; Business Exit or Shutdown; Medical Devices and Supplies Industry; California; United States

November 2021 (Revised December 2021)
Supplement

PittaRosso (B): Human and Machine Learning

By: Ayelet Israeli

This case supplements the "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion" case, and provides major highlights on what happened at the company since the first case. View Details

22 Sep 2015
News

Getting New Ideas off the Ground

of the things that we learned was that you could target advertising in a very different way if you were to think about the cable infrastructure differently. So we built another company in the advertising... View Details

01 Jun 2001
News

Point, Click, Give: Internet Fuels Philanthropic Fundraising Revolution

shopping mall GreaterGood.com, for example, uses traditional advertising to draw visitors to its site. Charity mall iGive.com, in contrast, relies on its nonprofits to publicize its fundraising opportunities. Most WEBSEs use some... View Details

Keywords: Anne Kavanagh; News, Library, Internet, and Other Services; Information

December 2004 (Revised December 2005)
Case

Nectar: Making Loyalty Pay

By: John A. Deighton

Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details

Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain

March 1998 (Revised August 1998)
Case

Pepsi Blue

By: John A. Quelch

Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image and "ownership" of the color blue against Coca-Cola's "ownership" of the color red. View Details

Keywords: Competition; Advertising; Brands and Branding; Food and Beverage Industry; United States

01 Jun 2007
News

Uncorked

After graduating from HBS, Sue McClelland (HRPBA ’60) faced an unappealing job market. Back then, women were only truly welcomed as teachers, nurses, or secretaries, and “I didn’t want to do any of those,” McClelland told the Modesto Bee (January 14, 2007). So she... View Details

Keywords: sanitary napkins; Advertising, Public Relations, and Related Services; Professional Services

August 2008
Supplement

Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch

By: John A. Quelch

Professor John Quelch interviewed Lenovo CMO, Deepak Advani, regarding Lenovo's buy-out of IBM's personal computer business, and Lenovo's marketing strategy leading up to the 2008 Summer Olympics in Beijing, China. View Details

Keywords: Advertising; Leveraged Buyouts; Brands and Branding; Marketing Strategy; Hardware; Computer Industry; China