communication strategy - Publications - Faculty & Research

March 2020 (Revised June 2023)
Case

Scaling Nextdoor

By: Jeffrey F. Rayport, Thomas O. Jones and Jeff Huizinga

Nextdoor, striving to solidify its position as the leading global social media platform for neighborhoods, works to scale audience, geography, and revenue. View Details

Keywords: Platforms; Information Technology; Entrepreneurship; Growth and Development Strategy; Social Media; Digital Platforms

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26 May 2003
Research & Ideas

What Your Competition is Telling You

writes Yoffie, "you move to weaken your opponent's position by using his momentum to your advantage." Wal-Mart successfully used this strategy against the then- much larger Kmart in the 1980s, Yoffie writes. "They posted... View Details

Keywords: by David Stauffer

01 Jun 2014
News

Clubs Hopping

Amelia Angella (MBA 2001) (Photo courtesy of Amelia Angella) EMPOWERING NONPROFITS While the HBS Association of Boston's Community Action Partners (CAP) program actually began in 1993, they're marking its 20th anniversary this year. "We... View Details

07 Jun 2004
What Do You Think?

How Important are Big Ideas?

exercise unless management approaches them with military discipline." Mike Kirkeberg goes even further in saying, "All new management philosophies and strategies work ... until they don’t. ... It seems very simple: Make a good... View Details

Keywords: by James Heskett

01 May 2017
Blog Post

Getting Out of Your Comfort Zone at HBS

years, I wanted to learn more about how top corporate executives developed turnaround strategies for their companies and managed diverse teams. I also wanted to bring back those same strategies and... View Details

Web

Creating Brand Value - Course Catalog

long-term? What are the opportunities and challenges associated with geographic, target market, product line, and brand extensions? How can brand portfolio strategy and brand architecture increase the value of a firm’s brands? What's the... View Details

01 Sep 2003
News

The Levitt Brand

A consultant and professor with a Ph.D. in economics from Ohio State University, Ted Levitt had already published two articles in the Harvard Business Review when he joined the HBS faculty in 1959. One year later, observed HBS marketing professor emeritus Stephen A.... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

04 Jul 2005
Research & Ideas

Should You Outsource Your Marketing?

more common, because companies can no longer rely on mass marketing to reach prospective customers. Communication tasks have become much more complicated, and therefore more dependent on computer-aided analysis. Q: What marketing... View Details

Keywords: by Poping Lin

01 Dec 2005
News

Buy the Book

television, and sports.” Deighton examines three classic ages of marketing by contrasting the strategies of the publishing industry, James Patterson, and book clubs. In 19th-century agricultural marketing, farmers transported their crops... View Details

Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services; Market Research, Photo, Translation, Veterinary and Other Services; Professional Services

22 Jul 2015
News

Supporting a Return to Work for Women Execs

them really became a full-time career.” This was in the 1990s, when Gould had a management position in marketing and strategy at Reuters and before family-friendly HR policies, such as job-sharing, had caught on with many companies. She... View Details

Keywords: Constantine von Hoffman; Goldman Sachs; Reuters; Management, Scientific, and Technical Consulting Services; Professional Services

May 20, 2016
Comment

World Health Organization Lacks Leadership to Combat Pandemics

By: John A. Quelch

When it comes to emergency preparedness for pandemics, the World Health Organization is falling short. It has not provided prompt and clear leadership to the world in combating either the Ebola or Zika viruses. Its leadership has been low energy, its representatives... View Details

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June 2016
Teaching Note

$19B 4 txt app WhatsApp...omg!

By: David J. Collis

Teaching note for HBS No. 715-441 on Facebook's $22 billion acquisition of WhatsApp. View Details

Keywords: Entrepreneurship; Finance; Management; Strategy; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry

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01 Jun 2016
News

Prima Datarina

and more experimental pieces, Boston Ballet has to sell tickets, which is easier to do for a Saturday showing of Cinderella, for example, than a Wednesday evening performance of contemporary works. To address that challenge—and engage a broader audience—Hodges turned... View Details

Keywords: Julia Hanna

May 2022
Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

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Article

Contagion of Cooperation in Static and Fluid Social Networks

By: Jillian J. Jordan, David G. Rand, Samuel Arbesman, James H. Fowler and Nicholas A. Christakis

Cooperation is essential for successful human societies. Thus, understanding how cooperative and selfish behaviors spread from person to person is a topic of theoretical and practical importance. Previous laboratory experiments provide clear evidence of social... View Details

Keywords: Social Contagion; Social Networks; Cooperation; Behavior; Social Media

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01 Aug 2014
News

A closer look at the industry of beauty

The global beauty business is a $450 billion industry, yet it received little serious scholarly attention until Geoffrey G. Jones, the Isidor Straus Professor of Business History at HBS, published Beauty Imagined: A History of the Global Beauty Industry in 2010. Jones'... View Details

April 2010 (Revised November 2011)
Teaching Note

Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Teaching Note for 4190 View Details

Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Marketing Strategy; Price; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy

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03 Nov 2020
News

One Paramount Priority

In the four years since the last US presidential election, Diane Hessan (MBA 1977) has been interviewing more than 500 voters, talking about everything from gun control to COVID-19. This years-long project has made clear to Hessan that many Americans share common... View Details

Keywords: Government

01 Jun 2011
News

Building a Social Network

regarding how to improve ratings for the other half. The organization’s strategy to date has focused on a “broad” approach where member interest drives group formation; to generate the revenues needed to provide online and administrative... View Details

Keywords: Julia Hanna

December 1992
Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details

Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany

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