Publications

October 1993 (Revised November 1994)
Case

Becton Dickinson & Co.: Multidivisional Marketing Programs

By: Frank V. Cespedes

In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort. View Details

Keywords: Marketing Communications; Accounting Audits; Management; Supply Chain Management; Organizations; Sales; Change Management; Health Industry

Web

Marketing - HBS Online

months, 5-6 hrs/week Apply by November 3 $6,500 Credential Certificate Courses (3) Digital Marketing Strategy Professor Sunil Gupta Craft data-driven digital marketing strategies that effectively reach,... View Details

18 Apr 2024
Blog Post

African American Student Union Spotlight on Emerging Markets

The HBS African American Student Union (AASU) aims to create a close-knit community for its members from the time they choose to join HBS, through their transition to the second year, and beyond graduation. In this feature, we highlight... View Details

Article

The Translucent Hand of Managed Ecosystems: Engaging Communities for Value Creation and Capture

By: Elizabeth J. Altman, Frank Nagle and Michael Tushman

Management research has increasingly explored the domains of ecosystems, platforms, and open/user/distributed innovation—governance structures focused on engaging with external communities. While these research areas include substantial empirical and theoretical work... View Details

Keywords: Ecosystems; Platforms; Open And User Innovation Strategy; Capabilities; Governance; Innovation Strategy; Organizational Change and Adaptation; Value Creation

Find at Harvard

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24 May 2011
News

Marketing the Public Library

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

June 2015 (Revised January 2017)
Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor

Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details

Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France

22 Oct 2018
Blog Post

HBS Marketing Club Presents: The Brand Summit

As marketers, we believe it is our job to create value, communicate that value to our customers, and capture a portion of that value for our firms. A great way to do this is to build strong brands, allowing us to reap the benefits of... View Details

Keywords: All Industries

01 Sep 2008
News

Kenny Appointed Chief Marketing Officer

Brian Kenny, who has nearly twenty years of experience in marketing and communications at universities and firms such as Monitor, Genuity, and Arthur D. Little, has been named chief View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Advertising, Public Relations, and Related Services; Professional Services

21 Dec 2022
News

HBS Community Comes Together in Wake of Ukraine Invasion

iStock MESSAGE FROM DEAN SRIKANT DATAR On February 27, Dean Srikant Datar sent a message to the HBS community regarding the invasion of Ukraine, noting the resources available to those looking to offer support and highlighting learning... View Details

November 2019 (Revised April 2020)
Case

Purple Innovation, Inc.: The Online to Offline Marketing Challenge

By: Elie Ofek and Nakisha Williams

This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details

Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Retail Industry

April 19, 2018
Article

4 Ways to Improve Your Content Marketing

By: Frank V. Cespedes and Russ Heddleston

In the past decade, content marketing has become a widely established practice. Companies have hired writers and chief content officers to run departments as well as create blogs and other materials—in the process, some have assured sales people that content marketing... View Details

Keywords: Marketing; Marketing Communications; Sales; Performance Improvement

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14 Jan 2015
Research & Ideas

Thriving in the Turbulence of Emerging Markets

The growth and competiveness of emerging markets is a fundamental reality in global business today. Yet it is often forgotten just how much these countries have changed in a short period of time, how challenging their business... View Details

Keywords: by Geoffrey Jones; Manufacturing; Auto

Article

Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes

By: Leslie K. John, Oliver Emrich, Sunil Gupta and Michael I. Norton

Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details

Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media