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  • October 1987 (Revised November 1994)
  • Case

Boston Fights Drugs (A): Designing Communications Research

By: V. Kasturi Rangan
Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details
Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston
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  • Research Summary

Design Driven Innovation

By: Roberto Verganti

Firms, managers and scholars have often balanced between two approaches to innovation: user centered (where incremental innovation is pulled by the market) and technology push (where innovation comes from breakthrough development in technologies). However there is a... View Details

  • Research Summary

Energy, IT, real estate, and sustainability

By: Rebecca M. Henderson

Professor Henderson’s current research focuses on the energy, information technology, and real estate sectors and the challenges firms encounter as they attempt to act in more sustainable ways. This work is an outgrowth of her decade-long examination of the... View Details

  • Research Summary

Moving Beyond Direct-to-Consumer

By: Leonard A. Schlesinger

Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

The... View Details

  • Teaching Interest

Overview

By: Jill J. Avery
Creating Brand Value (MBA elective course)

Overview:

In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
  • Forthcoming
  • Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details
Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding
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  • 2010
  • Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry
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