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Show Results For
- All HBS Web
(8,610)
- People (21)
- News (1,757)
- Research (5,671)
- Events (73)
- Multimedia (77)
- Faculty Publications (3,963)
- May–June 2024
- Article
What Makes a Successful Celebrity Brand?
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. View Details
Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer Advertising; Influencer; Brands and Branding; Product Marketing; Power and Influence; Advertising; Social Media; Consumer Products Industry; United States
Israeli, Ayelet, Jill Avery, Leonard A. Schlesinger, and Matt Higgins. "What Makes a Successful Celebrity Brand?" Harvard Business Review 102, no. 3 (May–June 2024): 50–55.
- August 2018
- Case
Four Products: Predicting Diffusion (2018)
By: John Gourville
One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details
Keywords: Diffusion Processes; Product Adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Adoption; Product Launch
Gourville, John. "Four Products: Predicting Diffusion (2018)." Harvard Business School Case 519-018, August 2018.
- 2018
- Working Paper
Hot or Not? What Makes Product Categories Attractive to Fair Trade and Eco-labeling Organizations
By: Kristin Sippl
This paper probes extant theory on product diversification in the empirical realm of fair trade and eco-labeling organizations (i.e., certification organizations). While much is known about diversification in for-profit firms, less is known about the more complex... View Details
Keywords: Hybrid Organizations; Fair Trade; Eco-labeling; Goods and Commodities; Diversification; Strategy
Sippl, Kristin. "Hot or Not? What Makes Product Categories Attractive to Fair Trade and Eco-labeling Organizations." Harvard Business School Working Paper, No. 19-023, September 2018. (Work in Progress.)
- Web
Buy Now, Pay Later: Credit and Information Technology
the Courts Credit and Information Technology Credit in a Consumer Society Research Links Credits “The ratings given by the large commercial ratings agencies are on the whole remarkably exact.” — Peter P.... View Details
- 01 Jun 2015
- News
Alumni and Faculty Books for June 2015
study of brand relationships outside of traditional areas by applying new theoretical frameworks and considering new contexts (online digital spaces, consumer collectives, global brands, luxury brands, View Details
- 07 Dec 1999
- Research & Ideas
Henry Heinz and Brand Creation in the Late Nineteenth Century
strategic rationale of branding and its importance to competing effectively on the demand side of the economy. In a young market, he realized, consumers had to be able to... View Details
Keywords: by Nancy F. Koehn
- October 2015 (Revised February 2020)
- Teaching Note
Trouble at Tessei
By: Ethan Bernstein and Ryan Buell
In 2005, Teruo Yabe is asked to revive Tessei, the 669-person JR-East subsidiary responsible for cleaning its Shinkansen ("bullet") trains. Operational mistakes, customer complaints, safety issues, and employee turnover are at or near all-time highs, even as the... View Details
Keywords: Service Management; Employee Engagement; Employee Motivation; Leadership And Managing People; Quality Improvement; Efficiency; Japan; Operational Transparency; Employee Coordination; Transparency; Leadership; Service Delivery; Service Operations; Employees; Quality; Transportation Industry; Japan
- June 2009
- Article
Highbrow Films Gather Dust: Time-inconsistent Preferences and Online DVD Rentals
By: Katherine L. Milkman, Todd Rogers and Max H. Bazerman
We report on a field study demonstrating systematic differences between the preferences people anticipate they will have over a series of options in the future and their subsequent revealed preferences over those options. Using a novel panel data set, we analyze the... View Details
Keywords: Decision Choices and Conditions; Forecasting and Prediction; Film Entertainment; Demand and Consumers; Renting or Rental; Power and Influence; Prejudice and Bias; Online Technology; Motion Pictures and Video Industry
Milkman, Katherine L., Todd Rogers, and Max H. Bazerman. "Highbrow Films Gather Dust: Time-inconsistent Preferences and Online DVD Rentals." Management Science 55, no. 6 (June 2009): 1047–1059.
- 29 Feb 2024
- Blog Post
IFC India: JSW Steel and Cement and the Quest to Capture Carbon in Hard to Abate Sectors
Utilization: there are two main challenges in how to utilize the captured carbon. The first is converting it into usable products at a competitive price. The second is finding a market to consume these products that are close enough to... View Details
- 01 Dec 2014
- News
Alumni and Faculty Books for December 2014
those business aspects where agility is most crucial—where the business environment is changing fast—and which elements have the greatest impact on customers’ decisions. She then shows how to master three aspects of agility: market agility (gaining ideas from the most... View Details
- 14 Oct 2021
- In Practice
Reunited and It Feels (Not) So Good: Tips for Managing a Rocky Return
disrupted days. In addition, they must protect employees who face greater disruptions on the home front from being penalized at work. Research shows that demands for work flexibility can be stigmatized and, while the pandemic showed us... View Details
Keywords: by Kristen Senz
- 2018
- Working Paper
Platform Competition: Betfair and the U.K. Market for Sports Betting
By: Ramon Casadesus-Masanell and Neil Campbell
We examine two episodes of strategic interaction in the U.K. betting industry: (i) Betfair (an entrant multi-sided platform or MSP) vs. Flutter (also an MSP), and (ii) Betfair vs. traditional bookmakers. We find that although Betfair was an underfunded second mover in... View Details
Keywords: Platform Design; Betting; Digital Platforms; Design; Network Effects; Business Model; Competition; Cooperation; Market Entry and Exit
Casadesus-Masanell, Ramon, and Neil Campbell. "Platform Competition: Betfair and the U.K. Market for Sports Betting." Harvard Business School Working Paper, No. 19-057, November 2018.
- 10 Jun 2022
- Blog Post
New Venture Competition 2022: Business and Environment Ventures
they sell, the more they are helping to keep our oceans free of plastics. Because companies find success using our certified material, it creates demand for more material —and that further incentives collection in at-risk communities,... View Details
- 04 Feb 2025
- HBS Seminar
Anocha Aribarg, University of Michigan
- July 2019
- Case
Four Products: Predicting Diffusion (2019)
By: John Gourville
One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details
Keywords: Diffusion Processes; Product Adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Product; Adoption; Product Launch
Gourville, John. "Four Products: Predicting Diffusion (2019)." Harvard Business School Case 520-012, July 2019.
- 19 Aug 2021
- Op-Ed
Don't Ignore Your Employees' Misery—TAKE Control
industries agile enough to meet their professional and personal needs. Employees also have greater agency to demand the working conditions they want. In the past, employers have had the upper hand during... View Details
Keywords: by Hise O. Gibson and MaShon Wilson
- Web
Black Business Leaders and Entrepreneurship | Baker Library
Help Center Black Business Leaders and Entrepreneurship How can I find underserved markets as a black entrepreneur? Use these resources to validate the need underlying your business idea. Please contact infoservices@hbs.edu to schedule a... View Details
- 17 Apr 2024
- Blog Post
New Venture Competition 2024: Business and Environment Ventures
efficiency on both sides and accelerating the energy transition. PARTICIPANTS - SOCIAL ENTERPRISE TRACK Lokale - Farand Anugerah (MBA 2025) - Address stunting, empower community with organic fruit farming, View Details
- 04 Oct 2024
- In Practice
Research-Based Advice for the Seasonally Overwhelmed and Schedule Challenged
aside time to focus that can help restore work-life balance. Joseph Fuller: Make time for ‘deep work’ at the office and home People have struggled to balance the demands of work View Details
Keywords: by Rachel Layne