brand management - Publications - Faculty & Research

01 Sep 2017
News

Read All About It: Journalism Can Be Profitable

US elections. David Perpich (MBA 2007) oversaw the development of that groundbreaking paywall and has led the company in the development of successful new digital products such as NYT Cooking. Now we ask Perpich—named president and general View Details

Keywords: April White; New York Times; newspapers; Google; Wirecutter; social media; Facebook; News, Library, Internet, and Other Services; Information

October 2016
Case

Yili Group: Building a Global Dairy Company

By: William C. Kirby and Nancy Hua Dai

From its humble beginnings as a local Chinese dairy company, the Inner Mongolia Yili Group has become one of the largest dairy companies in the world. To achieve this, Yili has aggressively expanded its footprint overseas including building the world’s largest... View Details

Citation

Educators

Purchase

25 Aug 2022
Research & Ideas

It’s All in a Name: Reputable Investors Help Startups Shine

company off the ground,” says Bernstein, the Marvin Bower Associate Professor in the Entrepreneurial Management Unit at HBS. “At the earliest stages, you have no reputation, no brand name, and you're facing... View Details

Keywords: by Rachel Layne

03 Dec 2007
Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

girls reveal insecurities about their looks, showing the harm done by unrealistic standards set by the industry. (Dove is also the subject of a new case by Deighton.) “Authenticity becomes a much more desirable property than exaggeration.” "The story of Dove is one of... View Details

Keywords: by Julia Hanna; Publishing; Advertising

01 Sep 2014
News

All For One

The first thing Linda Hill noticed when she walked into Pixar Animation Studios was the energy. Pixar’s cavernous office in Emeryville, California, is totally open and organized around a huge central atrium, allowing a diverse group of artists, animators, computer... View Details

Keywords: Michael Blanding; faculty; research; Market Research, Photo, Translation, Veterinary and Other Services; Professional Services

04 Feb 2022
Blog Post

Energy and Cleantech: Career Advice from the Career & Professional Development Office

(HBS 2003), Managing Director of Career & Professional Development (“CPD”). At the time, Kristen was expanding CPD’s employer relations and career coaching teams in an effort to grow the School’s international network and strengthen... View Details

Profile

Gary Shi

brands in the world, Proctor & Gamble and PepsiCo, assuming an escalating series of responsibilities. “The biggest thing I learned,” says Gary, “is never say no to yourself. There’s always need for a challenge.” Changing ideas of... View Details

01 Dec 2003
News

Nonprofits: Choosing a Path for Growth

remarks follow. While our survey did not explore the reasons for choosing branching over affiliation, some nonprofits may prefer branching because it allows the nonprofit leader to exert the most control since the new organizational units are established and View Details

10 Apr 2006
Research & Ideas

Lessons from the Browser Wars

the brand choice made by users, "distribution played a larger role than did technical progress in determining the market outcomes," the scholars conclude in the paper "Economic and Technical Drivers of Technology Choice:... View Details

Keywords: by Sara Grant; Computer; Consumer Products; Technology

01 Jun 2024
News

Case Study: Ready for an Upgrade

Illustration by Alvaro Dominguez The Los Angeles–based startup Stell was borne of a pain point almost as old as recorded history itself: paperwork. One of Stell’s cofounders, Malory McLemore (MBA 2022), had landed a job as an engineer at Airbus after earning a... View Details

Keywords: Jen McFarland Flint; Computer Systems Design and Related Services; Professional Services

Web

Trade Catalogs - The Art of American Advertising

of “Posting” Brand Name Management A Marketing Revolution “The contents of a catalogue . . . must tell their story in about the same way as the well-posted salesman would orally present the advantages of the... View Details

Web

Trade Cards - The Art of American Advertising

“Posting” Brand Name Management A Marketing Revolution “Millions upon millions . . . of the most varied designs were thrown on the market. . . . Hardly a business man in the country has not at one time or... View Details

25 Jun 2019
Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

the most successful. Kost: Companies are used to controlling their brands and operations. But with user communities, companies need to strike a balance between influencing the group and stifling it. How do the best companies get it right?... View Details

Keywords: by Danielle Kost

18 Jul 2024
Research & Ideas

New Hires Lose Psychological Safety After Year One. How to Fix It.

leaders should understand that an employee’s input can sometimes make the difference between failure and success in a task or project — and managers can and should encourage employees to candidly voice their opinions to bolster both the... View Details

Keywords: by Michael Blanding; Health

20 Sep 2016
First Look

September 20, 2016

organizational studies, on the one hand, and Jewish studies, on the other. One addresses leadership but not the religious soul. The other speaks from its Jewish soul but is only secondarily engaged in the study of leadership. More Than View Details

Keywords: Sean Silverthorne

18 Nov 2014
First Look

First Look: November 18

Publications November 2014 Wiley Encyclopedia of Management Management as a Profession By: Khurana, Rakesh, and Eric Baldwin Abstract—No abstract available. Publisher's link:... View Details

Keywords: Sean Silverthorne

Career Coach

Doug Lester

Doug’s approach to career and executive coaching is informed by over ten years in marketing, digital, and general management roles at Johnson & Johnson and other Fortune 500 companies. He offers perspective as a former executive recruiter... View Details

Keywords: Auto/Transportation/Logistics; Consumer Products; Education; Emerging Markets; Entertainment / Media; Entrepreneurship; Government; Health Care; Hospitality; Insurance; Publishing / Communications / Advertising; Real Estate; Retail; Social Enterprise; Technology

Web

Courses by Title - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 06 Aug 2025 By Course Title View by Unit | View by Course Title | View by Faculty | Print View # A B C D E F G I L M N O P R S T U V W # Area Faculty Name Term Quarter Credits 3 Technologies that Will Change the... View Details

12 Jul 2011
News

Phone Fun

culture’s changing tastes, Braterman’s management style favors minimizing red tape and encouraging agile responses to the latest marketplace trends. “We can turn on a dime,” he said in the article. Braterman, who attended HBS as a... View Details

Keywords: Telecommunications; Information; Advertising, Public Relations, and Related Services; Professional Services

20 May 2020
Blog Post

Jeff Surette and Mike Peters: A Winning Team at TB12

the company started in management consulting. After graduating from Harvard College in 2005, Surette joined Parthenon for three years before matriculating at HBS in the fall of 2008. Amid a global recession, his business school experience... View Details

Publications