Publications

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

13 Nov 2013
Research & Ideas

Should Men’s Products Fear a Woman’s Touch?

cigarettes. “Even though there was a functional need for men to drink lower-calorie soda, men couldn't bridge the gender gap image-wise without a new brand and product just for them” Research shows that loyal customers often get upset... View Details

Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto

March 2019
Case

HOPI: Turkey's Shopping Companion

By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu

The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details

Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Retail Industry; Turkey

March 2021
Supplement

Artea (A), (B), (C), and (D): Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli

Power Point Supplement to Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on... View Details

Keywords: Targeted Advertising; Targeting; Algorithmic Data; Bias; A/B Testing; Experiment; Advertising; Gender; Race; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States

Sandra Sucher, professor of management practice at Harvard Business School, is an internationally recognized trust researcher. The Power of Trust, her third book, is based on two decades of global research on how companies build stakeholder trust and how,... View Details

Keywords: apparel; banking; brokerage; clothing; fashion; financial services; furniture; hotels ＆ motels; retail financial services; retailing; service industry

11 Oct 2021
News

The Science of Building Trust with Clients for Consultants

22 Dec 2008
Research & Ideas

10 Reasons to Design a Better Corporate Culture

Why is it that many of the same companies appear repeatedly on lists of the best places to work, the best providers of customer service, and the most profitable in their industries? In their new book, The Ownership Quotient, HBS... View Details

Keywords: by James L. Heskett, W. Earl Sasser & Joe Wheeler

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

help corporations build relationships between their brands and their customers in the online marketspace. The Price Of Privacy The power of these new technologies and their ability to shadow an individual's... View Details

Keywords: by Susan Young

11 Dec 2023
Blog Post

Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy

Kyle Leahy (MBA 2011) stepped into the CEO role of Glossier in May 2022 ready to take the brand to new heights. Since its founding in 2014, Glossier had disrupted the beauty industry, created a powerful community-driven brand, and was... View Details

July 2003 (Revised April 2005)
Case

Branding Citigroup's Consumer Business

By: Rohit Deshpande and Carin-Isabel Knoop

In Spring 1998, Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to combine... View Details

Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Relationship Management; Decisions; Asset Management; Investment Banking; Management Teams; Brands and Branding; Relationships; Business and Shareholder Relations; Banking Industry; United States

23 Apr 2012
Research & Ideas

How to Brand a Next-Generation Product

excitement among prospective consumers who value new bells and whistles over small improvements. On the other hand, customers may worry that new features pose the risk of new glitches and a steep learning curve. It's important for a firm... View Details

Keywords: by Carmen Nobel

September 2016 (Revised September 2016)
Case

Spectio: A Digital Lighting Company

By: Rajiv Lal and Sarah McAra

Spectio Tech, founded in 2005, developed and implemented intelligent LED lighting solutions for the industrial market. Sensors and wireless connectivity embedded in its LED fixtures not only significantly reduced lighting-related energy use—by up to 90% in some... View Details

Keywords: Internet Of Things; IoT; LED Lighting; Start-up; Energy Efficiency; Information Technology; Technology Adoption; Technological Innovation; Business Startups; Internet and the Web

August 2017 (Revised November 2017)
Case

Accounting for Political Risk at AES

By: Gerardo Pérez Cavazos and Suraj Srinivasan

As a global energy generating company, AES frequently faces challenges from political changes and instability. This is exacerbated by the fact that in many instances AES' primary customer is the government, which is also in charge of law-making. For example, AES'... View Details

Keywords: Political Risk; Asset Impairment; Risk Factors; Fair Value; Fair Value Accounting; Financial Reporting; Financial Statements; Energy Industry; Bulgaria; Dominican Republic; United States; Venezuela

July 2003 (Revised August 2003)
Case

Meloche Monnex

Meloche Monnex is outperforming industry growth and profitability, thanks to its focus on affinity groups (mostly university alumni) and innovative telemarketing techniques. Should e-mail marketing play a greater role in the customer acquisition process, as suggested... View Details

Keywords: Marketing Strategy; Marketing Communications; Marketing Channels

Find at Harvard

13 Sep 2010
Research & Ideas

The Consumer Appeal of Underdog Branding

attractive. Why? The reason might be an increasing willingness on the part of consumers to identify with the underdog. In today's economically difficult times, it appears, underdog brands are gaining psychological, and real, power in the... View Details

Keywords: by Martha Lagace

May 2012 (Revised July 2012)
Case

Credit Unions: The Future of the Cooperative Financial Institution

By: Robert C. Pozen and Grace Hou

Credit unions are a specialized type of depository institution with a cooperative, non-profit structure and a federal tax exemption. They originated as small, cooperative institutions with an emphasis on uncollateralized consumer lending to the unbanked... View Details

Keywords: Banking; Credit Unions; Banks and Banking