Marketing Communications - Publications - Faculty & Research

19 Jan 2016
News

Electric Avenues

remake their communities for the digital age. Below, a look at how HBS alumni are helping to rewire the way the world thinks about its cities. Town Halls for All Getting your voice heard by local government is unnecessarily difficult,... View Details

Keywords: Dan Morrell

18 Sep 2014
News

Room to grow: global expansion in the middle ground

consulting firm Shaldor, documents the specific strategies various companies pursued. As examples, by focusing on a neglected market segment, Netafim became the world leader in drip irrigation technology, while Teva Pharmaceutical created... View Details

Milton S. Hershey

Hershey founded the first mass market chocolate company in 1900. His chocolate bar was so popular that the company did not advertise it until 25 years after his death. The company’s sales grew rapidly from $622,000 in 1901 to $55 million... View Details

Keywords: Food & Tobacco

9 AM – 10 AM EDT, 19 Oct 2017
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Innovative Finance for the Common Good

Whether it's a vaccine or green bond, drought insurance, pay-as-you-go financing for solar electricity in Kenya, or discounted metro cards in New York, innovative finance is as much about incentives and sound decision making as it is about money; when it works,... View Details

01 Jun 2016
News

Up by the Roots

deciding to stay for good. Long-heralded for its therapeutic applications, the global market for the bitter root was on the rise, driven by the expansion of the Chinese middle class; today, genuine Wisconsin ginseng can fetch $200 a pound... View Details

Keywords: Francis Storrs

Web

Improving the Local & Regional Business Environment - Institute For Strategy And Competitiveness

Three Levels of CSV Reconceiving Products & Markets Redefining Productivity in the Value Chain Improving the Local & Regional Business Environment Improving the Local & Re... Improving the Local & Regional Business Environment Working... View Details

20 Aug 2024
Book

Why Competing With Tech Giants Requires Finding Your Own Edge

This was part of Nike’s strategy to blend digital technology with its physical products, fostering a fitness and wellness ecosystem. Nike soon realized, however, that its market position in the FuelBand was not defensible. The wearable... View Details

Keywords: by Feng Zhu; Technology; Information Technology

01 Jun 2009
News

Cynthia Carroll

Carroll Illustration by Dennis Balogh Founded as a gold mining company in 1917 in South Africa by Ernest Oppenheimer (with help from Herbert Hoover and J. P. Morgan), Anglo American plc is the world’s fourth-largest diversified mining company by View Details

Keywords: Garry Emmons; Management; Mining

01 Dec 2015
News

Giving Advice

yourself wanting to learn more and spend more time? At an early, highly personal phase like this, the best learning will be experimental, not analytical. For personal giving, do you favor a community foundation (advised giving fund) or... View Details

01 Mar 2011
News

The Rankings Game

weight is assigned to the various answers. “I think people would be surprised just how different the methodologies are,” says Brian Kenny, chief marketing and communications officer at HBS whose office... View Details

Keywords: Roger Thompson; rankings; Colleges, Universities, and Professional Schools; Educational Services

01 Sep 2017
News

3-Minute Briefing: Jeetendr Sehdev (MBA 2004)

selfies incredibly meaningful and empowering. We need that compassion and emotional understanding to create brands that connect. Brands today are looking to develop fanatics. Being careful or silent as a means of capturing the largest View Details

Keywords: Julia Hanna; News, Library, Internet, and Other Services; Information

01 Jun 2007
News

New Program for Science-Based Businesses

innovation with market opportunities, and how financial markets value scientific knowledge. Participants will also discuss issues associated with finding, retaining, and motivating scientific talent and... View Details

Keywords: Business Schools & Computer & Management Training; Educational Services

01 Jun 2010
News

MBAs on a Mission

herd of elephants in Ghana? Working for the World Wildlife Fund (WWF) might seem like a logical step, but Andrew Murphy (MBA ’07), director of strategy, research, and development at the WWF’s Markets Group, would disagree. He insists his... View Details

Keywords: Sarah Auerbach;Deborah Blagg;Julia Hanna; Corporate Services; Management; Management, Scientific, and Technical Consulting Services; Professional Services

February 2025
Article

Improving Customer Compatibility with Tradeoff Transparency

By: Ryan W. Buell and MoonSoo Choi

Through a large-scale field experiment with 393,036 customers considering opening a credit card account with a nationwide retail bank, we investigate how providing transparency into an offering’s tradeoffs affects subsequent rates of customer acquisition and long-run... View Details

Keywords: Transparency; Customer Selection; Customer Compatibility; Retention; Service Operations; Service Delivery; Marketing Strategy; Marketing Communications; Customer Focus and Relationships; Customer Satisfaction; Banking Industry; Australia

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Winners and Losers--Industry Structure in the Converging World of Telecommunications, Computing, and Entertainment

By: D. J. Collis, P. W. Bane and S. P. Bradley

Keywords: Supply and Industry; Communication; Information Technology; Entertainment; Competition; Conflict and Resolution; Telecommunications Industry; Information Technology Industry; Entertainment and Recreation Industry

Citation

25 Apr 2014
News

A model of service

says. "The soup kitchen is a business. I managed more than 50 people, oversaw all of our marketing efforts, and maintained relationships with grant-making organizations," says Garrett, who stepped down in 2013 from her role as director of... View Details

March 2006
Case

Cabo San Viejo: Rewarding Loyalty

By: Youngme E. Moon, Gail J. McGovern and Seth Schulman

In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a... View Details

Keywords: Debates; Customer Relationship Management; Marketing Strategy; Problems and Challenges; Adoption; Value Creation; Health Industry; California

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Research Summary

Overview

By: John A. Deighton

Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He... View Details

Keywords: Marketing; Media; Information Technology; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; North and Central America; Asia; Europe

Fast Answer

Black Business Leaders and Entrepreneurship

States Census Bureau - Demographic characteristics, total population, social, and economic census data useful for determining market size. View Details