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  • February 2011
  • Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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  • 08 Jun 2021
  • Research & Ideas

Tell Me What to Do: When Bad News Is a Big Relief

what is the right choice is so difficult. "Access to seemingly endless information online means you can find information to support the feasibility of any possible option. This may actually make decisions harder, not easier,” Hagerty... View Details
Keywords: by Michael Blanding
  • 23 Mar 2016
  • Research & Ideas

Researchers Prove C-Suite Gender Gap—but Can’t Explain It

she takes off to raise children, or the quality of her network connections. Career paths are different for men and women in Sweden and elsewhere. ©iStockPhoto/Delpixart “Our results point towards the possibility that male and female... View Details
Keywords: by Carmen Nobel
  • 23 May 2017
  • First Look

First Look at New Ideas and Research: May 23, 2017

substantial variation exists across organizations with regard to management, suggesting frictions in the broader diffusion of management knowledge. We argue that peer networks may allow for the diffusion of productive management across... View Details
Keywords: Carmen Nobel
  • 14 Apr 2009
  • First Look

First Look: April 14, 2009

manage a vast external network of client employees and an equally vast internal network of the firm's employees. The GEP needs to have a deep understanding of the client and its industry in order to identify... View Details
Keywords: Martha Lagace
  • 12 Oct 1999
  • Research & Ideas

Porter’s Perspective: Competing in the Global Economy

fragmented network of units that are hard to integrate. Q:You mentioned earlier the application of your ideas to social problems. How has your understanding of domestic and international competition given... View Details
Keywords: Re: Michael E. Porter
  • 02 Oct 2007
  • First Look

First Look: October 2, 2007

media of collaboration range from consumer review sites like Epinions and Trip Advisor, to collaborative networking sites like Bebo, Facebook, Orkut and Meetup, to trading sites like Craigslist and eBay, and user-generated content sites... View Details
Keywords: Martha Lagace
  • 10 Jun 2014
  • First Look

First Look: June 10

build an informal network of relationships with executives and business managers, which allowed them to resist being stereotyped as either compliance champions or business partners. Instead they created and shaped the perception of their... View Details
Keywords: Sean Silverthorne
  • 23 Feb 2010
  • First Look

First Look: Feb. 23

Authors:Kathleen L. McGinn and Katherine L Milkman Abstract We develop an integrated theory of the social identity mechanisms linking workgroup sex and race composition across levels with individual turnover. Building on View Details
Keywords: Martha Lagace
  • 17 Sep 2001
  • Research & Ideas

Let Customers Call the Shots

programs, your satisfaction with existing networks is not so low that you are crying for a revolution. The same is true of advertising: of course, we would prefer not to be bombarded by irrelevant messages, but on the other hand we have... View Details
Keywords: by Martha Lagace
  • 17 Nov 2015
  • First Look

November 17, 2015

evolving structure of corporate debt markets—and given rise to new questions about the private and social costs and benefits of leverage and, in particular, the role of leverage in affecting the likelihood and extent of systemic financial... View Details
Keywords: Sean Silverthorne
  • 03 Aug 2010
  • First Look

First Look: August 3

social cues from reputation stakeholders and from prominent third-party bureaucratic actors can serve as symbolic signals that can affect the decision making of regulatory agencies. Our findings suggest that while View Details
Keywords: Martha Lagace
  • 06 Mar 2018
  • First Look

First Look at Research and Ideas, March 6, 2018

versus Posted Prices in Online Markets By: Einav, Liran, Chiara Farronato, Jonathan Levin, and Neel Sundaresan Abstract—Auctions were very popular in the early days of internet commerce, but today online... View Details
Keywords: Sean Silverthorne
  • 09 Feb 2010
  • First Look

First Look: Feb. 9

reflect the predominant opportunities pursued by social entrepreneurs focused on public education in the United States over the last decade. The book offers an overarching framework for creating and evaluating View Details
Keywords: Martha Lagace
  • 18 Sep 2018
  • First Look

New Research and Ideas, September 18, 2018

in designing and assessing policy. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=54968 Large-Scale Demand Estimation with Search Data By: Amano, Tomomichi, Andrew Rhodes, and Stephan Seiler Abstract—Many online... View Details
Keywords: Dina Gerdeman
  • 19 Dec 2017
  • First Look

New Research and Ideas, December 19, 2017

populations, one expects such attitudes to be sacrosanct and nearly inalterable, perhaps for generations to come. On the other hand, even these attitudes may be informed by social cues that interpret violence in different ways and that... View Details
Keywords: Carmen Nobel
  • 16 Jul 2024
  • Op-Ed

Corporate Boards Are Failing in Their No. 1 Duty

in multiple innovations, including smartphones, search, online purchasing, and social media. Lead director John Thompson led the board committee that chose insider Satya Nadella as its next CEO. Nadella... View Details
Keywords: by Bill George
  • 20 Mar 2012
  • First Look

First Look: March 20

personal and professional network across three continents. The case considers the steps he has taken to build and cultivate a network that creates value for himself and others. Purchase this... View Details
Keywords: Sean Silverthorne
  • 05 Jul 2017
  • What Do You Think?

Can Innovation Save Us From Ourselves?

Summing Up Do We Need to Give More Attention to the Dark Side of Innovation? Innovation may be able to help us deal with problems such as famine, pollution, and even global warming. But unless it can prove to be just as effective in combating destructive human traits... View Details
Keywords: by James Heskett; Technology
  • 08 Apr 2013
  • Research & Ideas

Women’s Summit Celebrates ‘Sisterhood of the Traveling Pantsuit’

your smartphone to how to earn a seat on a corporate board and make socially responsible investments. They gathered Thursday evening to watch a screening of a new documentary on the history of women at HBS, "A Woman's Place."... View Details
Keywords: by Katie Koch & Harvard Gazette

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