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Show Results For
- All HBS Web
(3,067)
- People (7)
- News (905)
- Research (1,676)
- Events (10)
- Multimedia (16)
- Faculty Publications (852)
- 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
- 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
- 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
- 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.)
- 22 Jun 2023
- News
Book Smart
but also to develop reading, language, and comprehension skills. The data the organization collects—e.g., what’s interesting to young readers and how they access those books—is then shared with its partner organizations and publishers, to tap into and strengthen new... View Details
- 01 Jun 2005
- News
Ideas: Books
Non-Government Organizations in the 21st Century by John A. Quelch and Nathalie Laidler-Kylander (Thomson South-Western) Using twelve HBS cases, Professor Quelch and Laidler-Kylander (MBA ’92) examine how NGOs like Oxfam America, Doctors Without Borders, and Care USA... 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
- 19 Oct 2016
- Book
Three Critical Mistakes Digital Businesses Make With Content
- 14 Oct 2008
- Research & Ideas
Should You Bring Advertising Expertise In-House?
managers to give serious consideration to the internalization of at least some advertising and marketing services. Advertisers presently face the challenge of coordinating a vast array of independent View Details
- October 1989 (Revised October 1992)
- Case
Smoke Wars: The Case for and Against the Cigarette Industry
Describes the arguments for and against the tobacco industry. With the per capita demand for cigarettes steadily declining by 2% to 3% every year, the tobacco companies have been using various approaches to stem the tide. Many such moves, however, have come under... View Details
Keywords: Debates; Marketing Strategy; Demand and Consumers; Performance; Social Issues; Consumer Products Industry
Rangan, V. Kasturi. "Smoke Wars: The Case for and Against the Cigarette Industry." Harvard Business School Case 590-040, October 1989. (Revised October 1992.)
- 27 Jan 2023
- News
Turning Up the Volume
Goldman turned to Lex Suvanto (MBA 1999) for help. As CEO of a strategic communications unit within Edelman, the world’s largest public relations and marketing firm, Suvanto had teams and skills at hand that... View Details
Keywords: Maureen Harmon
- 16 Jan 2014
- News
Learning from Helping Others
things happen to people and they are forced to live off of food stamps or go to soup kitchens and food pantries to get their meals," she says. The New Jersey native recalled that her own earliest altruistic efforts—performing Gilbert and Sullivan musicals at nursing... View Details
- 13 Jun 2005
- Research & Ideas
Rescuing Products with Stealth Positioning
companies that use stealth positioning adopt a covert approach. They conceal the true nature of their products by affiliating them with a different category. This is a powerful strategy for marketers when a category is in some way... View Details
Keywords: by Youngme Moon
- 07 Mar 2019
- Working Paper Summaries
Calculators for Women: When Identity Appeals Provoke Backlash
- 2020
- Article
How Signal Intensity of Behavioral Orientations Affects Crowdfunding Performance: The Role of Entrepreneurial Orientation in Crowdfunding Business Ventures
By: Goran Calic and Anton Shevchenko
Backers assess a crowdfunding campaign description not merely for a project’s capacity to deliver a reward, but also for the manner in which that reward is delivered. Viewed through the lens of signalling theory, crowdfunding performance depends on the signals of... View Details
Keywords: Crowdfunding; Entrepreneurial Finance; Entrepreneurship; Consumer Behavior; Communication Strategy
Calic, Goran, and Anton Shevchenko. "How Signal Intensity of Behavioral Orientations Affects Crowdfunding Performance: The Role of Entrepreneurial Orientation in Crowdfunding Business Ventures." Journal of Business Research 115 (2020): 204–220.
- August 2010 (Revised July 2011)
- Supplement
Erik Peterson at Biometra (C)
By: John J. Gabarro, Thomas J. DeLong and Jevan Soo
Describes the outcome of Erik Peterson's meetings over the course of two days with a number of senior executives from the parent company. Students should have read the (A) and (B) cases. The (C) case may be assigned with the (D) case. A redisguised and updated version... View Details
Gabarro, John J., Thomas J. DeLong, and Jevan Soo. "Erik Peterson at Biometra (C)." Harvard Business School Supplement 411-033, August 2010. (Revised July 2011.)
- January 1995
- Teaching Note
Northern Telecom (A): Greenwich Investment Proposal (Condensed)and Northern Telecom (B): The Norstar Launch TN
Teaching Note for (9-594-051) and (9-593-104). View Details
- 01 Feb 2001
- News
A Bankable Trust
Carla Ann Harris (MBA 1987) is a managing director at Morgan Stanley Dean Witter, in charge of the marketing and execution of new-issue equity financing in the technology, media, telecommunications, transportation, industrial, and... View Details
Keywords: Arts, Entertainment
- 12 Mar 2012
- Research & Ideas
Crowded at the Top: The Rise of the Functional Manager
titles such as chief financial officer, chief marketing officer, chief technology officer, and chief human resources officer. “In companies that have more related businesses, it makes sense to have these positions toward the top with the... View Details
Keywords: by Carmen Nobel
- 09 Oct 2017
- Research & Ideas
Fearing Fox News, Democratic-leaning Companies Delayed Negative Announcements
Fox News has influenced how companies disclose financial news. Legal analyst Gregg Jarrett on the set in 2016. Source: Wikipedia Commons, CC 3.0) The United States presidential election of 2000 took place in a simpler time. The internet was not yet a major news source,... View Details