Publications

Web

Automobile Industry - Photography Collections - Historical Collections

factory employees, industrial researchers, and designers. Publicity stunts and events featured include cross-country races, goodwill tours, and celebrity appearances. The holdings represent intriguing examples of advertising photography... View Details

01 Apr 2002
News

The Simplest Taste

parlaying that one emporium into an empire of stores nationwide. Neiman Marcus introduced a number of innovations such as weekly department store fashion shows, personalized gift wrapping, a national advertising campaign (unheard of for a... View Details

Keywords: Apparel Manufacturing; Manufacturing

Edward R. Stettinius

When Stettinius joined Diamond Match, it was the United States’ leading producer of matches, but it was a suffering entity. Within a few short years, however, Stettinius turned the company around and initiated an advertising campaign to... View Details

Keywords: Fabricated Goods

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

Richard W. Sears

embellish with advertisements in the infamous Sears, Roebuck catalogs, his company was a huge success, its sales growing from $300,000 in 1893 to over $10 million in 1900. View Details

Keywords: Retail

Nelson Doubleday

1947 as the largest publishing house in the nation with annual sales over $30 million. Doubleday was a keen manager who readily terminated unprofitable enterprises and embraced modern advertising techniques and market strategies. View Details

Keywords: Publishing & Print Media

September 2010
Article

Strategies to Fight Ad-sponsored Rivals

By: Ramon Casadesus-Masanell and Feng Zhu

We analyze the optimal strategy of a high-quality incumbent that faces a low-quality ad-sponsored competitor. In addition to competing through adjustments of tactical variables such as price or the number of ads a product carries, we allow the incumbent to consider... View Details

Keywords: Strategy; Business Models; Tactics; Pricing; Business Model; Advertising; Competition; Quality; Price; Product Marketing

Find at Harvard

Resisting the pressure of other board members to diversify Coca-Cola through acquisition, Woodruff was committed to promoting the company’s core mission. In keeping with this vision, Woodruff solicited the genius of advertising great... View Details

Keywords: Food & Tobacco

13 Nov 2012
First Look

First Look: November 13

http://hbr.org/product/what-makes-analysts-say-buy/an/F1211B-PDF-ENG The Internalization of Advertising Services: An Inter-Industry Analysis Authors:Sharon Horsky, Steven C. Michael, and Alvin J. Silk Publication:Review of Marketing... View Details

Keywords: Sean Silverthorne

June 2020
Teaching Note

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael Beverland

Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is... View Details

Keywords: Brand Storytelling; Brand Management; Brand Management Of Places; Luxury Brand; Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Marketing Strategy; Consumer Products Industry; United States

January 2019 (Revised March 2021)
Case

SoundCloud: Subscription Streaming?

By: Ashish Nanda, Eric Van den Steen, Andy Wu, Jeffrey Boyar and Bonnie Bennett Slater

Established in 2007, SoundCloud already boasted the second largest number of active music listeners among all streaming services and was recognized as the go-to platform for new artists by early 2014. Yet, its founders were questioning the robustness of the firm’s... View Details

October 2014
Article

Making Charity Pay

By: Michael I. Norton and Jill Avery

Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals, leading many companies to conclude,... View Details

Keywords: Philanthropy; Charitable Giving; Charity; Philanthropy and Charitable Giving; Advertising; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States

Read Now

November 2004 (Revised April 2009)
Case

Launching the New MINI

By: Douglas B. Holt and John A. Quelch

Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin... View Details

Keywords: Advertising; Brands and Branding; Marketing Strategy; Product Launch; Creativity; Auto Industry; United States

01 Jun 2002
News

Ads Improve Consumer Decisions

Advertising can be good for you! Sounds fishy to the average consumer, but it's implied by conclusions from research by HBS associate professor Bharat Anand and his colleague, Ron Shachar, of Tel Aviv University. The pair began by... View Details

Keywords: Laura Singleton (MBA 1988)

28 Oct 2014
First Look

First Look: October 28

shown to users who performed similar searches, they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search... View Details

Keywords: Carmen Nobel

Web

1934 Art and Industry Exhibition Photograph Collection | Baker Library

importance of design in commerce and industry, demonstrate that beauty and sales values were complimentary to civilization, and to emphasize a trend toward a national visual style. The photographs in the collection represent documentary photography, studio photography,... View Details

February 2009 (Revised March 2009)
Case

Publicis Groupe 2009: Toward a Digital Transformation

By: Rosabeth M. Kanter and Matthew Bird

After a series of acquisitions, Maurice Levy, the Chairman and CEO of Publicis Groupe, had created the fourth largest marketing and communications company in the world. His next major challenge was managing the firm's digital transformation. In December 2006, the... View Details

Keywords: Mergers and Acquisitions; Transformation; Financial Crisis; Globalized Firms and Management; Leading Change; Organizational Change and Adaptation; Expansion; Information Technology; Advertising Industry; Advertising Industry

29 Feb 2016
HBS Case

Bigbelly's Big Bet on the Digital Trash Can

Q: When is a trash can not a trash can? A: When it’s a Wi-Fi hotspot, air-purity monitor, and advertising billboard—all in one. Bigbelly solar-powered trash cans have been street corner fixtures in Philadelphia, Boston, New York, and... View Details

Keywords: by Michael Blanding; Energy

May 2019
Teaching Note

JUUL and the Vaping Revolution

By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta

Teaching Note for HBS No. 619-006. View Details