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Keywords: Entertainment / Media / Sports; Entertainment / Media / Sports; Entertainment / Media / Sports

June 2015
Case

The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira and Elizabeth Anne Watkins

In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details

Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry

December 1996 (Revised January 1997)
Case

Brent Spar Incident, The: "A Shell of a Mess"

By: Stephen A. Greyser and Norman Klein

Seeking to dispose of an outmoded oil drilling platform in the North Sea, Shell finds itself confronted by Greenpeace and other environmentalists. The protesters land 12 people onto the rig and initiate media coverage of their "occupation." The case follows the events... View Details

Keywords: Communication; Media; Social Issues; Mining Industry; United Kingdom

March 1999 (Revised October 2002)
Case

Xerox: Book-In-Time

By: V. Kasturi Rangan

Book-In-Time, developed at Xerox, can dramatically reduce the cost of printing "one" book. Combined with the possibilities of digital content storage and transmittal, the new technology has vast opportunities. Xerox needs a commercial plan. The case describes the state... View Details

Keywords: Cost Management; Distribution; Planning; Opportunities; Commercialization; Technology Adoption; Publishing Industry

Richard S. Tedlow is the Class of 1949 Professor of Business Administration at the Harvard Business School, where he is a specialist in the history of business.

Professor Tedlow received his B.A. from Yale in 1969 and his M.A. and Ph.D. in history from... View Details

Keywords: advertising; computer; marketing industry; retailing; semiconductor; tire

13 Dec 2004
Research & Ideas

How Leaders Create Winning Streaks

is editor-at-large for the Harvard Business School Publishing Company. Previously, he was the company's editorial director and the senior vice president in charge of its View Details

Keywords: by Rosabeth Moss Kanter & Walter Kiechel

29 Dec 2019
Research & Ideas

Read Our Most Popular Research Stories of 2019

publishes summaries of working papers written by Harvard Business School faculty—along with links to the full text of those papers. Here are the five most downloaded working papers of 2019: Corporate Sustainability: A Strategy? This study... View Details

Keywords: by Sean Silverthorne

January 2019 (Revised October 2020)
Technical Note

Brand Storytelling

By: Jill Avery

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details

Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry