Publications

January 2015 (Revised October 2018)
Case

Nasty Gals Do It Better

By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman

In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old.... View Details

Keywords: Business Growth; Brand Management; Online Retail; Clothing; Apparel; Expansion; Growth and Development Strategy; Brands and Branding; Management; Marketing Strategy; Strategic Planning; Social Media; E-commerce; Digital Marketing; Retail Industry; Apparel and Accessories Industry; United States

20 Feb 2014
News

Managing the World’s Trouble Spots

their health and education programs. Goodwin’s days as a global citizen began in the air force. In his early years as a second lieutenant, during the mid-1990s, he worked in foreign military sales in Saudi Arabia, then in Colombia setting up radar and View Details

Keywords: Jill Radsken

10 Aug 2015
News

A Talent Pipeline for Society’s Challenges

Morales, who now serves as marketing and communications manager at Year Up in the Bay Area, and Michelle Smith-Howard, who worked as director of early learning at DC Promise Neighborhood Initiative and is... View Details

Keywords: Jill Radsken

March 1990 (Revised March 1992)
Case

New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign

By: V. Kasturi Rangan and Sohel Karim

Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details

Keywords: Advertising Campaigns; Growth and Development; Health Care and Treatment; Marketing Communications; Failure; Advertising Industry; New York (city, NY)

01 Mar 2012
News

How to Close the Health Gap

hepatitis B from $20 to $1. “Close to consumers, they understand the local market and health-delivery infrastructure,” write Daar and Singer. “They have the potential to invent and develop drugs at far lower cost than northern biotechs... View Details

Keywords: Sean Silverthorne; Ambulatory Health Care Services; Health, Social Assistance; Publishing Industries (except Internet); Information

Profile

Daniel Schachne

the business education. Majoring in Sports Management set me up exactly as I hoped it would and helped me find a full-time role in the industry. But I wanted—and think I needed—something more to achieve my long-term goals. While I had a specific sales and View Details

Keywords: Entertainment/Media

August 2009
Article

Mental Accounting and Small Windfalls: Evidence from an Online Grocer

By: John Beshears and Katherine L. Milkman

We study the effect of small windfalls on consumer spending decisions by comparing the purchases online grocery customers make when redeeming $10-off coupons with the purchases they make without coupons. Controlling for customer fixed effects and other variables, we... View Details

Keywords: Mental Accounting; Windfalls; Marginal Propensity To Consume; Coupons; Marketing Communications; Consumer Behavior; Accounting; Cognition and Thinking; Retail Industry

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26 Aug 2016
News

Improving Wellness Through Better Nutrition

With a background in consumer health care at Johnson & Johnson, when Beth Burrough (MBA 1991) joined Mom’s Meals Nourishcare as a partner and chief marketing officer in 2006, she already understood the company’s potential to improve the... View Details

24 Sep 2013
News

Should Company CEOs and Presidents Be Active on Social Media?

Keywords: Management of Companies and Enterprises; Management

01 Mar 2008
News

India is more Transparent

China, can I believe the financial information in a company’s annual report? “Not really, I say. The annual report does not serve the purpose it does in market economies, that is, to communicate reliable... View Details

Keywords: Publishing Industries (except Internet); Information

December 1992
Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry

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Article

Inviting Consumers to Downsize Fast-Food Portions Significantly Reduces Calorie Consumption

By: Janet Schwartz, Jason Riis, Brian Elbel and Dan Ariely

Policies that mandate calorie labeling in fast-food and chain restaurants have had little or no observable impact on calorie consumption to date. In three field experiments, we tested an alternative approach: activating consumers' self-control by having servers ask... View Details

Keywords: Food; Labels; Consumer Behavior; Interpersonal Communication; Motivation and Incentives; Health Industry; Food and Beverage Industry

19 Jun 2013
News

Your Guide to Social Enterprise

poverty, inequality, access, and opportunity are deeply economic and political, and often persist even when the right laws are in place because of market or government failure." The chance to study with Rosabeth Moss Kanter, Jim Austin,... View Details

Keywords: Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services; Management, Scientific, and Technical Consulting Services; Professional Services

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

May 2000
Supplement

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier

Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details

Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry