Publications

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

How Student-Proposed Internships Can Create Value - Recruiting

partnership. Read on for one student’s experience designing her own summer role with fashion brand Anine Bing—and how her proactive outreach turned into a strategic internship opportunity. Not every summer internship starts with a job... View Details

Web

Podcast - HBS Online

venture capital successfully. Jill Avery on Building a Winning Brand Portfolio 13 NOV 2023 | The Parlor Room What can you learn about brand portfolio strategy from Marriott's... View Details

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

Career Coach

Michelle Antonio

Wharton School, both as Director of MBA Career Management and the industry advisor covering the Consulting and Public Interest sectors, 4 years as an MBA Recruiting Director at Deloitte Consulting, and time as a strategy consultant at... View Details

Keywords: Consulting; Consumer Products; Education; Government

16 Mar 2022
Blog Post

Taking Your Shot in the Sports Industry with Adam Laitsas (MBA 2016), SVP, Head of Marketing for Madison Square Garden Sports

sports industry, a Corporate Strategy internship at Nike. “I was excited about Corporate Strategy because it was a role that would allow me to come into an organization and see the most across various... View Details

July 2004 (Revised March 2007)
Case

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details

Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Product Development; Performance Improvement; Software; Entertainment and Recreation Industry; Europe

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

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 Mar 2015
News

Cracking Conferences

New York’s World Business Forum? Margaret Molloy (MBA 2000), frequent conference-goer and global chief marketing officer and head of business development at Siegel+Gale, a global strategic branding firm, has developed a few go-to View Details

Keywords: Julia Hanna; Advertising, Public Relations, and Related Services; Professional Services

23 Oct 2019
News

Understanding Business Firsthand in South Korea

MBA students interview consumers in Seoul, Korea, to help inform the marketing strategies they developed for Orion Snack International. The project was the culmination of a required first-year course designed to develop students’ global... View Details

Keywords: Global Understanding; Internationalization; Educational Innovation

01 Mar 2005
News

In the Blood

company to Cargill, and I moved to the farm full time.” Today Three Chimneys employs 140 and encompasses 1,800 acres spread over six parcels of land: four are dedicated to mares and foals, one to yearlings, and the last to the farm’s stallion business. The View Details

Keywords: Hanna, Julia; horse racing; Animal Production and Aquaculture; Agriculture; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

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

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

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