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  • Web

Marketing - Doctoral

problems. The program requires a minimum of 13 semester-long doctoral courses. Students in the Marketing program are required to complete a year-long discipline sequence typically in microeconomics or psychology. They also complete... View Details
  • 14 Aug 2007
  • First Look

First Look: August 14, 2007

http://www.hbs.edu/research/pdf/08-005.pdf Can Higher Prices Stimulate Product Use? Evidence from a Field Experiment in Zambia Authors:Nava Ashraf, James Berry, and Jesse M. Shapiro Abstract The controversy over whether and how much to... View Details
Keywords: Martha Lagace
  • Web

Marketing - Faculty & Research

experiment. Featured Case Hometown Foods: Changing Price Amid Inflation Case By: Julian De Freitas, Jeremy Yang, and Das Narayandas During the early part of the 2021 Covid-19 pandemic, Hometown Foods, a large seller of flour-based... View Details
  • 07 Jun 2023
  • HBS Case

3 Ways to Gain a Competitive Advantage Now: Lessons from Amazon, Chipotle, and Facebook

competitive advantage and capture more value in two main ways—by increasing the customer’s willingness to pay or decreasing the minimum compensation paid to employees and suppliers. “If you can keep that gap wide enough, then you are... View Details
Keywords: by Michael Blanding
  • May 2020 (Revised July 2022)
  • Case

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music.... View Details
Keywords: Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; Detroit; United States; North America
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  • 07 Oct 2008
  • First Look

First Look: October 7, 2008

answered the right question poorly (Study 2). Download the paper: http://www.hbs.edu/research/pdf/09-048.pdf Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality Authors:Alvin J. Silk and Charles... View Details
Keywords: Martha Lagace
  • 19 Feb 2013
  • First Look

First Look: Feb. 19

receiving JCP Cash coupons and circulars advertising the week's specials, were slow to embrace the new pricing format and began leaving the retailer in droves. Under enormous pressure to turn things around... View Details
Keywords: Sean Silverthorne
  • 13 Jan 2003
  • Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

customers themselves are not aware? Zaltman: There are several helpful approaches. One is to double check stated beliefs with actual behavior. For example, many consumers report handling competing brands and comparing prices at the point... View Details
Keywords: by Manda Mahoney
  • March 2016 (Revised May 2018)
  • Case

ASOS PLC

By: John R. Wells and Gabriel Ellsworth
Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details
Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London
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  • 28 Apr 2009
  • First Look

First Look: April 28, 2009

Chile's largest wine producer faces a price versus value positioning problem. Its highest quality wines are not priced competitively at retail because "Made in Chile" connotes great value and low... View Details
Keywords: Martha Lagace
  • Web

Great American Business Leaders of the 20th Century - Leadership

Limited, 1914–1922 Robert T. Powers Nalco Chemical Company, 1971–1979 Edmund T. Pratt, Jr. Pfizer, 1972–1992 Andrew W. Preston United Fruit Company, 1882–1924 James E. Preston Avon Products, 1988–1998 Robert E. Price View Details
  • May 2009 (Revised December 2009)
  • Case

Reliance Baking Soda: Optimizing Promotional Spending

By: John A. Quelch and Heather Beckham
Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details
Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry
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  • 17 Aug 2009
  • Research & Ideas

Quantifying the Economic Impact of the Internet

Older Internet users may remember the battles over the commercialization of the Web in the early 1990s, when the first Mosaic browser was introduced. Back then, pioneering adopters passionately condemned the first Web advertisers and... View Details
Keywords: by John Quelch; Advertising; Advertising

    Michael I. Norton

    Michael I. Norton is the Harold M. Brierley Professor of Business Administration at the Harvard Business School. He holds a B.A. in Psychology and English from Williams College and a Ph.D. in Psychology from Princeton University. Prior to joining HBS, Professor... View Details

    Keywords: advertising; advertising; advertising; advertising; advertising
    • 20 May 2014
    • First Look

    First Look: May 20

    channels. But it still struggled when it came to capturing advertising dollars to its online video platform. The social video website wants to be a "brand-safe" platform that major marketers use to View Details
    Keywords: Sean Silverthorne
    • 25 Apr 2023
    • Op-Ed

    How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

    digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps. Additionally, it has used email marketing, influencer marketing, and... View Details
    Keywords: by John Deighton; Fashion; Retail; Consumer Products
    • 18 Nov 2014
    • First Look

    First Look: November 18

      Publications November 2014 Wiley Encyclopedia of Management Management as a Profession By: Khurana, Rakesh, and Eric Baldwin Abstract—No abstract available. Publisher's link: http://www.wiley.com/WileyCDA/WileyTitle/productCd-1119972515.html November 2014 Marketing... View Details
    Keywords: Sean Silverthorne
    • 16 Nov 2016
    • Research & Ideas

    Turning One Thousand Customers into One Million

    to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads, and YouTube video ads offer many... View Details
    Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations
    • Web

    Standards of Conduct - Recruiting

    Deviations from these standards may be noted on 12twenty to keep students informed. For the Class of 2026 Second-Year Students Organizations are asked to keep job offers open for a minimum of two weeks from the date the student receives... View Details
    • 09 Dec 2002
    • Research & Ideas

    Unilever—A Case Study

    animal feeds. In Europe, its food business spanned all stages of the industry, from fishing fleets to retail shops. Among its range of ancillary services were shipping, paper, packaging, plastics, and advertising and market research.... View Details
    Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail