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  • 03 Dec 2007
  • Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

girls reveal insecurities about their looks, showing the harm done by unrealistic standards set by the industry. (Dove is also the subject of a new case by Deighton.) “Authenticity becomes a much more desirable property than exaggeration.” "The story of Dove is one of... View Details
Keywords: by Julia Hanna; Publishing; Advertising
  • Web

Scrapbooks & Collectibles- The Art of American Advertising

Clubs Faculty & Research Business & Environment Business History Christensen Center for Teaching & Learning Entrepreneurship Faculty & Research Global Healthcare HBS Working Knowledge Institute for Strategy & Competitiveness Leadership... View Details
  • July 2011
  • Teaching Note

Shanghai Diligence Law Firm (TN)

By: Robert G. Eccles and Penelope Rossano
Teaching Note for 409065. View Details
Keywords: Problems and Challenges; Opportunities; Brands and Branding; Competitive Strategy; Innovation and Invention; Compensation and Benefits; System; Talent and Talent Management; Legal Services Industry; Shanghai
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  • 20 Aug 2014
  • News

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

  • Profile

Tessa Vacher-Desvernais

strategy simulations. The variety helps the learning stick with you and creates a lifelike sensation of being in the protagonist’s shoes.” In the short run, Tessa wants to apply the pragmatic approaches she learns to “build beautiful... View Details
Keywords: Retail/Hospitality; Financial Services
  • February 2022 (Revised February 2023)
  • Case

TikTok in 2020: Super App or Supernova? (Abridged)

By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea—helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors... View Details
Keywords: Digital Platform; Artificial Intelligence; AI; Mobile App; Mobile App Industry; Mobile and Wireless Technology; Market Entry and Exit; Brands and Branding; Growth and Development Strategy; China
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  • March 1998 (Revised April 1998)
  • Case

Egon Zehnder International: Implementing Practice Groups

By: Michael Y. Yoshino, Carin-Isabel Knoop and Cate Reavis
Since its creation in 1964, executive search firm Egon Zehnder International (EZI) marketed its consultants as "generalists." As searches became more global and industry-specific in the 1990s, CEO Daniel Meiland decided the firm needed to offer specialized services. By... View Details
Keywords: Business Units; Global Strategy; Leadership; Brands and Branding; Service Operations; Organizational Structure; Consulting Industry; Service Industry
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  • 24 Oct 2013
  • News

Searching for a Better Society

invoicing and similar functions," he recalls. "I wanted to connect with the US, and I thought getting an MBA there would be a good entry point. I was accepted by all of the schools I applied to, and Columbia offered full tuition, but HBS had the best View Details
Keywords: Robert S. Benchley; Management, Scientific, and Technical Consulting Services; Professional Services
  • 01 Dec 2006
  • News

One-on-One with Jeff Hicks

554, with billings for 2006 estimated at $1 billion. The agency’s client list now includes brands such as Volkswagen, Burger King, and Virgin Atlantic, among others. “The business I loved is the business we’re in now — being completely... View Details
Keywords: Julia Hanna; Advertising, Public Relations, and Related Services; Professional Services
  • 21 Aug 2018
  • First Look

New Research and Ideas, August 21, 2018

growing share of the U.S. drug market. Traditional “small molecule” generics quickly erode the price and share of the branded product upon entry; however, only a few biosimilars have been approved in the U.S. since 2015, thereby largely... View Details
Keywords: Dina Gerdeman
  • 19 Nov 2014
  • HBS Case

Marketing Marijuana

medium-sized marijuana producers are already trying to build brand loyalty by marketing strains such as Grape Stomper, which boasts a high THC content; sweet-tasting Golden Goat; and low-THC Critical Mass, which markets itself as a more... View Details
Keywords: by Michael Blanding; Food & Beverage
  • 04 Sep 2019
  • News

Alumni and Faculty Books for September 2019

science’s greatest race amidst the chaos of World War I, and a love story as epic as the railways crossing Russia. Kellogg on Branding in a Hyper-Connected World edited by Alice Tybout and Tim Calkins (MBA 1991) Wiley Kellogg on View Details
  • March 2008 (Revised June 2008)
  • Case

Sirtris Pharmaceuticals: Living Healthier, Longer

Describes a set of key strategic decisions facing the scientific founder and CEO of a promising, early stage bio-pharmaceuticals company. Should the company establish a proposed alliance with a pharmaceutical firm? Should it create a nutraceuticals business in parallel... View Details
Keywords: Business Startups; Decision Choices and Conditions; Entrepreneurship; Growth and Development Strategy; Risk Management; Brands and Branding; Pharmaceutical Industry
Related
  • 31 Dec 2012
  • Research & Ideas

Most Popular Stories of 2012

Published: March 5, 2012 The stuffy department store chain has become emboldened under new CEO Ron Johnson, with plans for an innovative store upgrade, simplified prices, and a brand polish. Professor Rajiv Lal discusses whether Johnson... View Details
Keywords: by Staff
  • 19 Dec 2006
  • First Look

First Look: December 19, 2006

arise when cross-price elasticities are estimated for a set of brands expected to be substitutes. These anomalies are the occurrence of: (a) negatively signed cross-elasticities; and (b) sign asymmetries in pairs of cross price... View Details
Keywords: Sean Silverthorne
  • 28 May 2019
  • News

Case Study: Building the Base

misjudged the results of the presidential election. A media junkie as far back as his middle school years and more recently at Nickelodeon’s strategy department, Patel realized he (like many others) had been consuming media that only... View Details
Keywords: Jen McFarland Flint; News, Library, Internet, and Other Services; Information
  • 13 Jan 2014
  • News

Harvard Meets Ballet

Keywords: ballet; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment
  • 01 Sep 2010
  • News

Reinventing the Annual Report

recognizing this, BMW Group several years ago began issuing a Sustainable Value Report detailing the energy and water consumed, waste removed, and volatile organic compounds per vehicle produced. BMW believes that its reputation as the world’s “greenest” car company... View Details
Keywords: Robert G. Eccles
  • 01 Sep 2009
  • News

Make the Most of HBS Alumni Resources

’95), board committees focused on four areas of interest to both alumni and the School: Brand Perception — offered the alumni perspective on the branding strategy being... View Details
Keywords: Educational Support Services; Educational Services
  • 01 Feb 2008
  • What Do You Think?

How Sustainable Is Sustainability in a For-Profit Organization?

of any organization." Carol Holding associated brand value with sustainability: "As brand value will soon be included in a company's valuation ... we can more than ever monetize sustainable... View Details
Keywords: by Jim Heskett