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(10,203)
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- Faculty Publications (3,527)
Show Results For
- All HBS Web
(10,203)
- People (56)
- News (2,642)
- Research (5,664)
- Events (34)
- Multimedia (73)
- Faculty Publications (3,527)
- May 2004
- Article
Brands as Beacons: A New Source of Loyalty to Multiproduct Firms
By: Bharat Anand and Ron Shachar
Anand, Bharat, and Ron Shachar. "Brands as Beacons: A New Source of Loyalty to Multiproduct Firms." Journal of Marketing Research (JMR) 41, no. 2 (May 2004): 135–150. (Lead Article) and (Formerly titled: "Multiproduct Firms, Information, and Loyalty.")
- September/December 1994
- Article
Management Accounting (1984-1994): Development of New Practice and Theory
By: Robert S. Kaplan
Kaplan, Robert S. "Management Accounting (1984-1994): Development of New Practice and Theory." Management Accounting Research 5, nos. 3-4 (September/December 1994): 247–260.
- 07 Jun 2010
- Research & Ideas
Improving Brand Recognition in TV Ads
Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research by HBS professor Thales S. Teixeira offers... View Details
- 23 Apr 2012
- News
How to Brand a Next-Generation Product
- 09 Jul 2018
- Research & Ideas
Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)
“Nothing sells itself,” says Frank Cespedes, senior lecturer in the Entrepreneurial Management Unit at Harvard Business School. “When companies introduce new products, they are offering something that by definition is going to replace... View Details
- 2007
- Chapter
Your Expertise: Creating and Developing Successful New Legal Practices
By: H. K. Gardner, T. Morris and N. Anand
Gardner, H. K., T. Morris, and N. Anand. "Your Expertise: Creating and Developing Successful New Legal Practices." In Managing the Modern Law Firm, edited by Laura Empson. Oxford University Press, 2007.
- 2013
- Chapter
FollowMe.IntDev.Com: International Development in the Blogosphere
By: Ryann Manning
This chapter explores online blogs as a new forum for discussing ideas and practices in international development. Based on a qualitative study of conversations that take place across multiple blogs, I conclude that the blogosphere combines features of a public sphere,... View Details
Keywords: International Development; Blogging; Social Media; Public Sphere; Blogs; Equality and Inequality; Globalization; Social and Collaborative Networks; Developing Countries and Economies
Manning, Ryann. "FollowMe.IntDev.Com: International Development in the Blogosphere." Chap. 12 in Popular Representations of Development: Insights from Novels, Films, Television and Social Media, edited by David Lewis, Dennis Rodgers, and Michael Woolcock. New York: Routledge, 2013.
- December 2009
- Case
TruEarth Healthy Foods: Market Research for a New Product Introduction
By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details
Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry
Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
A well articulated and adored brand is more valuable to a business than any single product. But they are also vulnerable—a crippled brand, like a a piece of fine crystal with an alarming crack, is one jostle away from breaking apart.... View Details
- Research Summary
Leadership Development
Professor George has completed his research study on leadership development, based on in-person, in-depth interviews with 125 business and non-profit leaders, over half of whom are chief executive officers. They range in age from 23 to 93, with thirty per cent... View Details
- 13 Sep 2010
- Research & Ideas
The Consumer Appeal of Underdog Branding
Picture the Jamaican bobsled team going for the gold at the Winter Olympics. Or competitors in what seem fundamentally unbalanced battles: the Chicago Cubs versus the New York Yankees, Apple versus Microsoft, and Southwest Airlines versus... View Details
Keywords: by Martha Lagace
- 01 Apr 1999
- News
A Vibrant Brand
surrounded by Vibe posters - in the Manhattan office where he oversees the Vibe brand, is clear: he owes a tremendous amount to others. Insightful and likable, Clinkscales would be equally at ease in a trendy New York dance club or in the... View Details
Keywords: Susan Young
- 07 Mar 2024
- News
Exclusive: Feds to Offer New Support to Open-Source Developer
- 01 Sep 2008
- News
The Levitt Brand
woman. With this new information, Brandt’s sectionmates immediately changed their original analysis, based on gender assumptions. “Levitt’s summation was, ‘Boys, you’d better wake up now, because there are going to be more and more women... View Details
- November 2008 (Revised August 2011)
- Case
UnME Jeans: Branding in Web 2.0
By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
enthusiasm of Trump's core supporters. The other path is to keep on doing what's worked so far: an appealing slogan, outrageous comments that eat up the oxygen in the daily news cycle, an emphasis on a few core issues. The marketing... View Details
- 26 Jun 2012
- HBS Conference