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Show Results For
- All HBS Web
(1,931)
- News (346)
- Research (1,275)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
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
- 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
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
- September 2015 (Revised February 2020)
- Case
Managing Consumer Touchpoints at Nissan Japan
By: Thales Teixeira, Nobuo Sato and Akiko Kanno
In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details
Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan
Teixeira, Thales, Nobuo Sato, and Akiko Kanno. "Managing Consumer Touchpoints at Nissan Japan." Harvard Business School Case 516-035, September 2015. (Revised February 2020.)
- February 2012 (Revised August 2013)
- Case
What's the Deal with LivingSocial?
By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini
Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details
Keywords: Marketing; Innovation and Invention; Advertising; Brands and Branding; Management; Web Services Industry
Norton, Michael I., Luc Wathieu, Betsy Page Sigman, and Marco Bertini. "What's the Deal with LivingSocial?" Harvard Business School Case 512-065, February 2012. (Revised August 2013.)
- October 1982 (Revised August 1999)
- Case
Johnson Wax: Enhance (A)
Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and... View Details
Keywords: Product Positioning; Analysis; Marketing Communications; Advertising; Beauty and Cosmetics Industry
Clarke, Darral G. "Johnson Wax: Enhance (A)." Harvard Business School Case 583-046, October 1982. (Revised August 1999.)
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising... View Details
Keywords: by Sean Silverthorne
R. David Thomas
A high school dropout, Thomas began his career running four Kentucky Fried Chicken restaurants. In 1969, he opened his first Wendy's Restaurant in Columbus, Ohio. Thomas focused Wendy's successful marketing and advertising on simple, good... View Details
Keywords: Restaurants & Lodging
- 01 Oct 1998
- News
Playing to Win
No less intense was the off-field rivalry between the world's leading athletic equipment companies. With their dueling events, giveaways, and advertising - and through the on-field heroics of the teams and stars they equip - the... View Details
Keywords: Garry Emmons
- 01 Dec 2017
- News
2017 in Media: Courting the Cord-Cutters
networks and radio stations. Linear programming won’t disappear—people will always want to watch sports content, for instance, in real time—but as most other content moves to an on-demand model, it will be difficult for advertisers to... View Details
Howard L. Clark
advertising campaign “Do you know me?” and later, “Don’t leave home without it.” By the time Clark retired in 1977, the company had grown to include over 650 offices in more than 100 countries, with over 8 million cardholders. View Details
Keywords: Finance
- 15 Mar 2021
- Office Hours
Readers Ask: What's the Next 'Big Thing' in Finance?
strongly lean toward those. Question: How important is advertising for big companies? Cohen: Advertising is a lifeblood for corporations, even though how they’re doing it changes over time. They used to use... View Details
- 20 Oct 2014
- Research & Ideas
Users Love Ello, But What’s the Business Model?
Edward W. Carter Professor of Business Administration, provide insights into the next generation of social networks, and what kind of network they'd build with unlimited funding. Q: How native is advertising to the social media space? Is... View Details
Michel C. Bergerac
Bergerac devoted his energies to increasing the distribution of the company’s core cosmetics lines, which were suffering at the hands of fierce competition. Marketing and advertising schemes became more elaborate but paid off for Revlon,... View Details
Keywords: Personal Care & Home Products
Richard R. Deupree
In 1930, Deupree was the first individual not of the Procter or Gamble names to head the company. Under Deupree’s leadership, the company became the country’s leading seller of consumer products. Deupree also put Procter & Gamble on the path toward becoming the... View Details
Keywords: Personal Care & Home Products
- 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
Louis F. Bantle
During his tenure as CEO, Bantle generated a 10-fold increase in revenues (from $100 million to $1 billion) for United States Tobacco. He divested of non-core operating units and launched a major advertising initiative which enabled UST... View Details
Keywords: Food & Tobacco