Marketing Communication - Publications - Faculty & Research

11 Sep 2018
News

Bringing Government Up to Code

the foundations of our social safety net—making it easier, for example, for people to apply for food assistance or for probation officers to communicate with their parolees. On today's episode of Skydeck, Ingersoll talks with contributor... View Details

Profile

Jillian Dorans

I will be joining my mentor at Starwood Hotels in Marketing this summer. Additionally, to bring it full-circle, I will be doing my part to continue the expansion of HBS's presence in the industry by serving as one of next year's... View Details

Keywords: Services; Consulting

October 1982
Supplement

Southwest Airlines: Interview with Lamar Muse, January 1978, Video

Presents an interview, made shortly before Mr. Muse left the airline, concerning how he responded to the Braniff fare cut during the great Texas Air War in spring 1973. His pithy and direct comments are invariably very well received by class participants. Instructors... View Details

Keywords: Air Transportation; Marketing Communications; Crisis Management; Air Transportation Industry

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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

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07 Mar 2019
Working Paper Summaries

Calculators for Women: When Identity Appeals Provoke Backlash

Keywords: by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

01 Jun 2016
News

Alumni and Faculty Books for June 2016

drug trade in North America for a new TV documentary series. Local Color by Gwen Keane (PMD 50) (High Tide Publications) Based on her experiences growing up in a farm community in the 1950s, Keane describes an undeveloped area where... View Details

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

Keywords: by Jen Deaderick; Media & Broadcasting

2001
Other Unpublished Work

Clusters of Innovation Initiative: San Diego

By: Michael E. Porter

The study contains a conceptual framework for assessing the competitiveness of regional economies, an analysis of the San Diego region overall, as well as detailed assessments of two representative clusters—biotechnology/pharmaceuticals and communications. The report... View Details

Keywords: Clusters; Economics; Industry Clusters; Economy; Growth and Development; Communications Industry; Communications Industry; Communications Industry; San Diego

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Student-Faculty-Profile

Grant Donnelly & Michael Norton

when Grant chose to pursue his graduate studies in the Marketing program here. HBS is a place tailor-made for students who are driven to do research that has impact. Grant came with experience running both organizations and field... View Details

25 Apr 2016
News

Trail Blazer

finds such gratification in the 47-mile bike and pedestrian route soon to connect the six-city region. It will be a legacy enjoyed by generations. “It’s very psychically rewarding,” he says. “It’s so much fun to be involved in something the entire View Details

Keywords: Jill Radsken; Food and Beverage Stores; Retail Trade; Scenic and Sightseeing Transportation; Transportation

01 Jun 2004
News

Merck’s Gilmartin on Vaccines, Global Health

still die as a result of poverty, poor distribution systems, and lack of trained personnel. The business community and policymakers must work together to improve access to existing vaccines, Gilmartin declared. In addition, they need to... View Details

Keywords: Merck; public health; global public health; vaccines; Health, Social Assistance; Scientific Research and Development Services

18 Apr 2022
News

Book Smart

comprehension skills. The data the organization collects—e.g., what’s interesting to young readers and how they access such books—is then shared with its partner organizations and publishers, to tap into and strengthen new global markets... View Details

December 2018 (Revised August 2019)
Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details

Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America

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Student-Profile

Byungyeon Kim

explains. Interested in the ways that value is created through delivering enhanced communications and user experience, Byungyeon researched master’s programs in marketing, ultimately enrolling at Korea University Business School. During... View Details

08 Jul 2014
News

Arunma Oteh: Making A Difference

15 Jun 2021
News

HBS Addresses Racial Equity

its campus, the School acted quickly to address another critical challenge, one underscored by the murder of George Floyd and other highly publicized incidents of racial injustice in the United States: How does HBS create a culture and an environment where all members... View Details

Keywords: Jennifer Gillespie

01 Dec 2003
News

HIV/AIDS and Business

employees, you risk more than workers dying,” agrees Ballou-Aares. “You risk losing your customers, your markets — the complete disintegration of communities where you operate.” Experts concur that China is... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Health, Social Assistance

Profile

Darrin Rahn

in the Chicago market focused on buying high-quality feed. The word spread, and we were selling top-grade hay across the US by the semi load." Darrin continued to work the business through high school and college. At Iowa State, he... View Details

Keywords: CPG

2012
Chapter

Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM

By: Jill Avery and Susan Fournier

With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's... View Details

Keywords: Brands; Brand Management; CRM; Customer Relationship Management; Customer Focus and Relationships; Customers; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry

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July 2003
Case

CARE USA

By: John A. Quelch

CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Includes color exhibits. View Details

Keywords: Nonprofit Organizations; Marketing Communications; Brands and Branding; United States

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