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Show Results For
- All HBS Web
(3,058)
- People (7)
- News (903)
- Research (1,668)
- Events (10)
- Multimedia (16)
- Faculty Publications (843)
- 24 Jul 2000
- Research & Ideas
Global Brands: Connecting With Consumers Across Boundaries
to do with those who are in charge of marketing communications. As a result, the various channels of communication are out of alignment, and the negative impact on a brand can be considerable. If a product... View Details
Keywords: by James E. Aisner
- 12 May 2003
- Research & Ideas
How Hot is the “Hot Spot” Business?
The same will follow for the next five years, only more so, with more people connected for communication and collaboration. No one had mentioned financial markets, observed Robert Glaser, founder and CEO of RealNetworks. His view of 2008... View Details
- Profile
Anna King
November and not know what I’m going to be doing next year, but in other ways, it's exciting. I feel confident that I can find something I'm passionate about because I have the Harvard community to help me. The reality is, we can lean on... View Details
- Student-Profile
Mengjie "Magie" Cheng
Magie also found faculty using these cutting-edge techniques in the marketing unit at HBS. Since arriving at HBS, Magie has been immersed in the intellectual community here. “I think it’s a very supportive... View Details
- June 2000 (Revised March 2002)
- Teaching Note
Iridium LLC TN
By: Benjamin C. Esty
Teaching Note for (9-200-039). View Details
- 16 Jul 2013
- News
Embracing Chaos
Ravi Venkatesan If anyone could write the recipe for business success in emerging markets, it would be Ravi Venkatesan (MBA 1992). After all, he's led not one, but two, major multinational companies—Cummins and Microsoft—in India and brought both to dominate their... View Details
- Profile
Willa Zhou
the first of her two pre-HBS years, Willa worked on The Movement, a free, outdoor-exercise and community health program in San Francisco, which was based on her undergraduate research on health and well-being. "I had interviewed over... View Details
- October 1976 (Revised June 1993)
- Case
Sunkist Growers, Inc.
By: Stephen A. Greyser and John A. Quelch
A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration. View Details
Greyser, Stephen A., and John A. Quelch. "Sunkist Growers, Inc." Harvard Business School Case 577-051, October 1976. (Revised June 1993.)
- 01 Dec 2017
- News
A Shared Vision for a Better World
because he was impressed by, among other things, the case method and by several alumni colleagues at Chemical Bank. “It was clear they had been superbly educated,” he says. Upon arriving on the HBS campus, he quickly found community and... View Details
- 22 Jul 2015
- Research & Ideas
Name Your Price. Really.
people into a more communal relationship, they have a higher willingness to pay” According to Shelle M. Santana, an assistant professor in the Marketing unit at Harvard Business School, I may have been... View Details
- 19 Oct 2017
- Research & Ideas
How Charitable Organizations Can Thwart Excuses for Not Giving
how much good the donation will achieve. “That gives you some moral wiggle room to pursue the more selfish action,” says Exley, an assistant professor in the Negotiation, Organizations & Markets Unit at HBS. Her research attempts to... View Details
Keywords: by Michael Blanding
- May 2023
- Case
Twitter Blues: Does Paid Verification Check Out?
By: Scott Duke Kominers, Das Narayandas and Kerry Herman
Elon Musk proposes to offer verification status on Twitter to paying subscribers. Chaos ensues. View Details
Kominers, Scott Duke, Das Narayandas, and Kerry Herman. "Twitter Blues: Does Paid Verification Check Out?" Harvard Business School Case 523-106, May 2023.
- 01 Jun 2019
- News
City on a Hill
On a chilly November afternoon in Harlan County, a struggling former mining hub on the edge of the Eastern Kentucky Coalfield, Geoff Marietta (MBA 2007) surveys the bustling village he has helped build. Marietta is executive director of the Pine Mountain Settlement... View Details
- 01 Mar 2012
- News
Putting Ghosts to Rest
the right inputs to grow more and access the right markets to sell more. Co-ops are one way to do this (form a group to access credit for inputs and sell products in bulk), but they are notoriously messy and hard to sustain. There are... View Details
- 29 Jan 2013
- Research & Ideas
Creating the Perfect Super Bowl Ad
question whether ads, including the over-the-top Super Bowl spots, have become too entertaining, says Thales S. Teixeira, an assistant professor in the Marketing unit at Harvard Business School. In upcoming research, Why, When and How... View Details
- 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.)
- 03 Aug 2016
- Research & Ideas
Ominous Background Music Is Bad for Sharks
sharks can affect efforts to save them. “Negative public opinion and fear of sharks continues to hinder conservation efforts,” says Elizabeth Keenan, an assistant professor in the Marketing unit of Harvard Business School, and a co-author... View Details
- 01 Sep 2014
- News
All For One
community culture that could produce an innovative, coherent brand image. One of the strongest ideas that emerged from the labs was a desire to focus VW’s existing sustainability initiatives into a marketing... View Details
- 14 Jul 2003
- Research & Ideas
Keeping Your Balance With Customers
measured the percentage of customers who were unprofitable. 2. Customer acquisition. Acquiring new customers is the most laborious and expensive part of CM. Once the market has been segmented, analyzed, and targeted, the company View Details
Keywords: by Robert S. Kaplan & David P. Norton
- 01 Sep 2003
- News
Richard Edelman
a member of the World Economic Forum and frequently shares his market research and branding expertise with this group. While Edelman does not wish to pressure his three daughters into joining the family business, his hopes for them are... View Details