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Show Results For
- All HBS Web
(3,825)
- People (15)
- News (949)
- Research (2,094)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,494)
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- 05 May 2003
- What Do You Think?
Is This a Golden Era for Marketing Productivity?
we should be experiencing a resurgence of productivity in marketing, measured in terms of less waste in advertising, more clearly focused sales effort, and fewer product, service, and brand failures. However, it also raises interesting... View Details
Keywords: by James Heskett
- 05 Aug 2002
- What Do You Think?
Is Platform Leadership Old Hat or the Wave of the Future?
In one recent case, Procter & Gamble purchased a company producing a low-cost, mass-produced disposable electric rotary toothbrush to be marketed under its famous Crest brand umbrella. As it turns out, its founders developed the... View Details
Keywords: by James Heskett
- 30 Aug 2011
- First Look
First Look: August 30
competition with perennial rival P&G increasing its focus on the oral care and emerging markets where Colgate had traditionally been untouchable. To defend its lead Colgate attempted to cover all fronts, leveraging brand equity,... View Details
Keywords: Sean Silverthorne
- 09 Feb 2010
- First Look
First Look: Feb. 9
of real-world systems. Download the paper: http://www.hbs.edu/research/pdf/10-059.pdf Quality Provision, Expected Firm Altruism and Brand Extensions Author:Julio J. Rotemberg Abstract This paper studies quality choice in a model where... View Details
Keywords: Martha Lagace
- 27 Mar 2007
- First Look
First Look: March 27, 2007
imminent new product and pricing plans, as well as its existing brand power, could greatly hamper AMD's growth and thwart its new initiatives—which included opening up its architecture for end users to customize and recast its View Details
Keywords: Martha Lagace
- 30 May 2000
- Research & Ideas
Market Makers Bid for Success
must pay the cost of the marketplace, not the sellers. Sahlman: Scott, can you give us the short version of your career? Randall: After working at Procter & Gamble in brand management and in consumer packaged goods, I got into... View Details
- 13 Oct 2015
- Research & Ideas
Does Business Get Done the Same Way in Emerging and Developed Countries?
point when he explains how hard it is to break into mature markets, particularly if you don’t have a well-known brand or reputation. Some Turkish companies bought old brands to overcome this barrier. For... View Details
Keywords: by Sean Silverthorne
- 21 Jan 2009
- First Look
First Look: January 21, 2009
http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=708051 UnME Jeans: Branding in Web 2.0 Harvard Business School Case 509-035 This case introduces emerging Web 2.0 social media in virtual worlds, social... View Details
Keywords: Martha Lagace
- 10 Dec 2013
- First Look
First Look: December 10
Brands The case explores the collateralization of intellectual property in a loan agreement between a highly leveraged apparel company and a large U.S. bank. Leveraging intangibles in the credit market is a new practice that has... View Details
Keywords: Sean Silverthorne
- 14 May 2012
- Research & Ideas
Breaking the Smartphone Addiction
expand. Already working long hours, most just accept these additional demands—whether they are urgent or not—and those who don't risk being branded as less committed to their work. And thus the cycle spins: teammates, superiors and... View Details
Keywords: by Leslie A. Perlow
- 27 Apr 2010
- First Look
First Look: April 27
firm performed extraordinarily well after a leveraged buyout in 2004 and recently executed a highly successful IPO. The company sources its goods primarily from Asia. It has strong brand recognition and competitive advantages in... View Details
Keywords: Martha Lagace
- August 2004 (Revised February 2006)
- Case
Marketing James Patterson
By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
- 01 Mar 2004
- What Do You Think?
Are Customer Loyalty Initiatives Worth the Investment?
this, we should make our services "sticky," tailor offerings to the needs of desired customers, detect and preempt customer defections through special deals, and "bond" with customers through an understanding of their needs for products, services,... View Details
Keywords: by James Heskett
- May 1994 (Revised July 1995)
- Case
Taco Bell--1994
Taco Bell CEO, John Martin, boldly proclaims a growth goal of 200,000 points of access by the year 2000 (the company had approximately 3,600 in 1991). To realize such growth, Martin embraces a philosophy of continual change. The implications for Taco Bell are dramatic... View Details
Keywords: Information Technology; Food; Organizational Structure; Organizational Culture; Human Resources; Brands and Branding; Organizational Change and Adaptation; Goals and Objectives; Change Management; Expansion; Business Growth and Maturation; Communication; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States
Schlesinger, Leonard A. "Taco Bell--1994." Harvard Business School Case 694-076, May 1994. (Revised July 1995.)
- 08 Nov 2016
- First Look
November 8, 2016
Abstract—This working paper examines the impact of two entrepreneurs who offered alternative paths to reach their shared goal of a more sustainable world. Yvon Chouinard and Doug Tompkins were respective founders of the prominent outdoor apparel View Details
Keywords: Sean Silverthorne
- 12 Sep 2006
- First Look
First Look: September 12, 2006
brand strategies. They looked to emerging international markets to fuel growth and broaden their portfolios of alternate beverages like tea, juice, sports drinks, energy drinks, and bottled water. Coca-Cola and Pepsi-Cola had vied for the... View Details
Keywords: Sean Silverthorne
- 12 Nov 2008
- Research & Ideas
The Marketing of a President
believe in." The emotional appeal was buttressed with solid and specific policy details. The ability to combine emotional with functional benefits and the discipline to be consistent in positioning and message delivery are core to all successful View Details
Keywords: by John Quelch
- 17 Feb 2003
- Research & Ideas
Building Communities as Well as Companies
research, figure out what's going to be hot, and be adaptable to the market. Brand yourself and create value by using whatever resources you have at hand." Groves outlined a few common characteristics of companies that have weathered... View Details
Keywords: by Julia Hanna
- 06 Dec 2021
- Research & Ideas
The Popular Stock Metric That Can Lead Investors Astray
property, brand recognition, or customer loyalty—have become increasingly important over the past 10 to 15 years, the researchers say. However, generally accepted accounting principles in the US treat such investments as expenses that are... View Details
Keywords: by Rachel Layne
- 15 Jan 2018
- Research & Ideas
A Better Business Model for Fighting Cancer
need for genetic testing. Business techniques employed include developing an emotive brand to draw people in; using more social media; employing jargon-free language; and “making everything simple and straightforward, from our... View Details