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  • All HBS Web  (460)
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  • 03 Mar 2015
  • First Look

First Look: March 3

we call entrepreneurial beacons. We argue that the actions or outcomes of salient organizations attract and motivate entrepreneurs, thus increasing the rate of foundings. To test this logic, we examine the impact of the Yale University... View Details
Keywords: Sean Silverthorne
  • 11 Jun 2001
  • Research & Ideas

E-Commerce Unplugged

knowledge of consumer behavior to create killer applications in the m-commerce arena. Imagine a brand well positioned to satisfy the life intentions of the youth market: Let's call it "Soda X." What if Soda X built a... View Details
Keywords: by Nitin Nohria & Marty Leestma
  • 17 Jun 2013
  • Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

brands in the advertisements they watch," says Teixeira, an assistant professor at Harvard Business School who has spent the last four years figuring out the factors that make or break online ads. "In the past, when a company launched a... View Details
Keywords: by Carmen Nobel; Advertising
  • 13 Feb 2017
  • Research & Ideas

Paid Search Ads Pay Off for Lesser-Known Restaurants

spending in the United States in 2015, up from $26 billion in 2010. Advertisers are steering the biggest share of their digital ad dollars—about half of all online ad expenditures—toward paid search. "Smaller businesses have less of an established View Details
Keywords: by Dina Gerdeman; Food & Beverage
  • 19 Nov 2014
  • HBS Case

Marketing Marijuana

medium-sized marijuana producers are already trying to build brand loyalty by marketing strains such as Grape Stomper, which boasts a high THC content; sweet-tasting Golden Goat; and low-THC Critical Mass, which markets itself as a more... View Details
Keywords: by Michael Blanding; Food & Beverage
  • 05 Jun 2019
  • Research & Ideas

If Your Customers Don't Care What You Charge, What Should You Charge?

An estimated 60 percent of retail gasoline customers return to the same gas station to refuel, without comparison shopping, according to a recent study. Driven by factors such as habit, brand loyalty, switching costs, and search (which... View Details
Keywords: by Kristen Senz; Energy
  • 17 Jun 2016
  • Op-Ed

Companies Need to Start Marketing Security to Customers

the reputation of one of the greatest global brands is sullied by a tragic alligator attack on a small child. The marketer has no greater responsibility than to ensure the safety of the consumer. So why do we not hear more about safety?... View Details
Keywords: by John A. Quelch; Entertainment & Recreation
  • 19 Apr 2004
  • Research & Ideas

Ground-Floor Opportunities for Retail in India

to the monsoon season that makes shopping indoors an attractive prospect. There's also an entertainment factor, he added—more and more Indians are beginning to see shopping as an enjoyable pastime. Ground Level Opportunity The forecast... View Details
Keywords: by Julia Hanna; Consumer Products; Retail
  • 13 Jul 2010
  • First Look

First Look: July 13

matching candidates are attractive by reducing the competition among agents on the same side of the market. An agent who sees fewer candidates knows that these candidates also see fewer potential matches, and so are more likely to accept... View Details
Keywords: Martha Lagace
  • 29 Jan 2014
  • Research & Ideas

Super Bowl Ads for Multitaskers

a particular task-for example, announcing a semiannual sale starting the following day. The other two types of ads focus on image, building up the perception of the brand rather than exhorting a consumer to purchase. Imagery-focused ads... View Details
Keywords: by Michael Blanding; Advertising; Sports
  • 13 Oct 2015
  • Research & Ideas

Does Business Get Done the Same Way in Emerging and Developed Countries?

point when he explains how hard it is to break into mature markets, particularly if you don’t have a well-known brand or reputation. Some Turkish companies bought old brands to overcome this barrier. For... View Details
Keywords: by Sean Silverthorne
  • 21 Jan 2009
  • First Look

First Look: January 21, 2009

Case 709-017 Despite a tradition of high household savings, Japan has supported a dynamic and technically sophisticated consumer-lending sector. The high profitability of the sector has periodically attracted interest from domestic banks... View Details
Keywords: Martha Lagace
  • 16 Dec 2013
  • HBS Case

D’O: Making a Michelin-Starred Restaurant Affordable

is bilingual, acted as interpreter.) Staffing For Peak Occupancy For many restaurants, some nights of the week attract more customers than others. A bistro packed with customers on the weekend might be half empty on a Tuesday. For... View Details
Keywords: by Carmen Nobel & Joanie Tobin; Food & Beverage
  • 24 Aug 2009
  • Research & Ideas

SuperCorp: Values as Guidance System

greater contact across the value chain and especially with end users builds the company brand and triggers opportunities for innovation. Rationale for thinking long-term. Sustainability is more than a buzzword for vanguard companies, and... View Details
Keywords: by Rosabeth Moss Kanter
  • 01 Mar 2004
  • What Do You Think?

Are Customer Loyalty Initiatives Worth the Investment?

customer loyalty management initiatives? What directions should customer loyalty management take in the future? Is it really worth the money invested in it? What do you think? Original Article How many times have you heard that it costs several times more to View Details
Keywords: by James Heskett
  • 24 Jan 2017
  • First Look

First Look at New Research: January 24, 2017

continuing challenges it faces because of reputational issues and government supervision. A decision by the Foundation to endow $100 million to provide financial aid for Chinese students studying overseas, which included large gifts to Harvard and Yale, View Details
Keywords: Sean Silverthorne
  • 24 Mar 2015
  • First Look

First Look: March 24

  Publications March 2015 Partners or Creditors? Attracting Foreign Investment and Productive Development to Central America and Dominican Republic Foreign Direct Investment: Effects, Complementarities, and Promotion By: Alfaro, Laura... View Details
Keywords: Sean Silverthorne
  • 23 Sep 2013
  • Research & Ideas

Status: When and Why It Matters

competitors. "Being distinctive from the high-status firms in an industry should be particularly crucial, as high-status firms attract a disproportional share of attention and resources from their audiences," Malter... View Details
Keywords: by Dina Gerdeman
  • 28 Jul 2015
  • First Look

First Look: July 28, 2015

biopharmaceutical firms, to evaluate the attractiveness of the merger, and to select a funding option. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/215079-PDF-ENG Harvard Business School Case 515-073 Jimmy Choo Jimmy Choo... View Details
Keywords: Carmen Nobel
  • 23 Apr 2014
  • HBS Case

Are Electronic Cigarettes a Public Good or Health Hazard?

technologies, electronic cigarettes were developed by small entrepreneurs with brand names like Logic eCig (founded 2010), Blu (2009), and NJOY (2006). By 2013, according to the case study, the e-cigarette category featured more than 200... View Details
Keywords: by Michael Blanding; Food & Beverage; Advertising
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