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Show Results For
- All HBS Web
(375)
- News (126)
- Research (229)
- Events (1)
- Multimedia (2)
- Faculty Publications (19)
- 10 Nov 2008
- Research Event
Social Media Leads the Future of Technology
effective in the sense that advertisers can reach great scale and do precision targeting. The challenge is to discern consumers' intent. "Search is unbelievably efficient because you look at a little query box. You can tell exactly what people care about, and you... View Details
Keywords: by Martha Lagace
- 10 Oct 2007
- Research & Ideas
“Blank” Inside: Branding Ingredients
ingredient is central to the functional performance of the final product. Think Shimano gear systems on performance bicycles or Monsanto's Nutrasweet, added to Equal sweetener. 3. The final products are not well-branded themselves, either... View Details
- 01 Apr 2000
- News
Getting the Message
In 1994, the World Wide Web was not yet a household name. A new company called Yahoo! had just developed a way to look for sites on the Internet -- the search engine. HotWired debuted as the first online magazine to carry advertisements. When the site published the... View Details
Keywords: Susan Young
- 18 Jul 2018
- Blog Post
Amira Rashad: An Ambidextrous Mind Meets Consumer Needs in the Middle East
their brands in Middle Eastern markets. There, she arrived at a crucial insight: "CPG brands were spending big on equity advertising, but they could not directly link sales and ad buys to show ROI. I... View Details
- 01 Jan 2011
- News
Robert Kraft, MBA 1965
Founder, Chairman and CEO, The Kraft Group Download Kraft profile (pdf) Return to Alumni Achievement Awards main page TIMELINE 1941 Born, Brookline, Massachusetts 1965 Joins Rand-Whitney 1972 Founds International Forest Products 1994 Buys... View Details
- 17 Dec 2001
- Research & Ideas
Becoming the Next Real Estate Mogul
saw—that's a ton of fun," he said. There was general agreement on this point, but land and buildings aren't always part of the equation when it comes to calculating the industry's appeal, added Vincent J. Constantini, founder and... View Details
- 01 Dec 2004
- News
Getting Personal
marketing themselves? Many mature service industries are in a service “arms race” in which they keep adding more and more services cumulatively over time. But consumers don’t always want “more and more” — what they’re looking for are... View Details
- 01 Mar 2019
- News
Case Study: Off to a Fine Art
request from a florist that finally clarified the concept: “Beautiful products,” the florist said, “but do you do bulk rentals?” “It suddenly made a lot of sense to me. People want access, not necessarily ownership, and nothing like that existed for crafts,”... View Details
Keywords: Jen McFarland Flint
- 01 Mar 2009
- News
Just Keep Our Money
experiment, the offer of bonds did not crowd out private-sector savings. Our success in offering bonds at tax time has led a coalition of grassroots organizations, companies, and policy analysts to urge the Treasury Depart-ment to make it easy for refund recipients to... View Details
- 31 Jan 2005
- Research & Ideas
Rethinking Marketing’s Conventional Wisdom
how they're marketing themselves? Youngme Moon: Many mature service industries are in a service "arms race" in which they keep adding more and more services cumulatively over time. But consumers don't always want "more and... View Details
- 01 Apr 1999
- News
A Random Sampling of HBS Graduates in the News
he told the Boston Business Journal (January 114, 1999). Added Krasnow, "The [medical] system today doesn't really provide the resources people need. Patients are discharged from hospitals very quickly." CardioResponse customers rent or... View Details
- 06 May 2002
- What Do You Think?
What’s Driving the “New Marketing?”
tangible features) of the product." He concurs with Balu Rajagopal who wrote, "The marketing 4 Ps are still a valid framework but the Internet has added a new dimension—interactivity. ... If there is a case to be made for a new... View Details
Keywords: by James Heskett
- 14 Feb 2005
- Research & Ideas
The World in Your Palm?
have added phones and other functions. But no cameras, Tyneski said. RIM's primarily business users can't take cameras into many business and government sites. The architecture of a device needs to represent the function, Tyneski... View Details
Keywords: by Sean Silverthorne
- 02 Feb 2015
- Research & Ideas
Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t
habits as well, such as a growing preference for sharing items rather than owning them, and encouraging "showrooming" where shoppers visit stores only to test products—then buy them more cheaply online. The user benefits from lower cost,... View Details
Keywords: by Michael Blanding
- 30 Jan 2006
- HBS Case
The Case of the Mystery Writer’s Brand
enjoy the same name recognition, Patterson regularly outsells other "brand-name authors" such as Stephen King and Tom Clancy by simply publishing more books, averaging three titles each year with the occasional assistance of a coauthor. Patterson brings an... View Details
- 10 Jan 2005
- Research & Ideas
Professors Introduce Valuation Software
understanding of how the market is judging their firm's stock. Typical decisions could include: (1) Should I buy or sell this stock? (2) As a private company, what would my stock be worth as a public company or if I had an IPO? (3) As a... View Details
Keywords: by Sean Silverthorne
- 25 Aug 2014
- News
Gerald Chertavian, MBA 1992
Founder and CEO, Year Up Download Gerald Chertavian profile Return to Alumni Achievement Awards main page TIMELINE 1965 Born, Lowell, Massachusetts 1987 Earns BA, Economics, Bowdoin College 1987 Joins Chemical Bank 1992 Earns MBA 1993 Cofounds Conduit Communications... View Details
Keywords: Susan Young
- Profile
James Reinhart
When he tried to figure out what to do with the clothes he no longer wanted, he had his “Aha” moment. thredUP, founded in 2009, was doing well with its original concept, swapping men’s and women’s clothes. The new venture was View Details
- 05 Dec 2007
- Sharpening Your Skills
Sharpening Your Skills: Managing Marketing
Networked Customers? How Do You Value a 'Free' Customer? Sometimes a valuable customer may be the person who never buys a thing. Professor Sunil Gupta discusses how to assess the profitability of a customer in a networked setting—a... View Details
- 22 Sep 2015
- News
Getting New Ideas off the Ground
only have inexpensive creative for television, but also that you could target those ads to just a five- or 10-mile radius around where your store was located rather than having to buy the entire greater Los... View Details