Marketing Communication - Publications - Faculty & Research

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BiGS Fellows | Institute for Business in Global Society

facilitating or hindering the transition to net-zero emissions. He will explore how climate business alliances influence financial institutions’ sustainability initiatives and the implications for market competition. Jonas Meckling... View Details

17 Nov 2020
In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

communities in the United States and the world are experiencing very different realities as the year draws to a close. While you might have an idea you believe in, I would err on the side of humility and test if and where your ideas might... View Details

Keywords: by Danielle Kost; Retail

01 Sep 2007
News

Club Leaders Get a Boost from Campus Conference

great technology vehicle, but for me, as a marketing person, its number one benefit is its communication ability.” Summing up the conference, Cahill notes that it “generated a lot of momentum and energy in... View Details

Keywords: clubs; Centennial; outreach; Colleges, Universities, and Professional Schools; Educational Services

01 Oct 1999
News

New Chairman Updates Development in MBA Program

provide more efficient and customized services. What are some of the changes in the Admissions area? This year we are putting more resources into marketing - both to the world in general and, in particular, to underrepresented groups that... View Details

05 Jan 2009
Research & Ideas

Most Popular Articles and Working Papers 2008

professor Michael I. Norton and colleagues Elizabeth W. Dunn and Lara B. Aknin, described in the journal Science, looks into how and why spending money on others promotes happiness. Norton explains more in this Q&A. 7. Marketing Your... View Details

Keywords: by Staff

June 2018 (Revised October 2018)
Teaching Note

Valuing Snap After the IPO Quiet Period (A), (B), and (C)

By: Marco Di Maggio and Benjamin C. Esty

Teaching Note for HBS Nos. 218-095, 218-096, and 218-116. View Details

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03 Nov 2014
Research & Ideas

Brand Lessons From the Nobel Prize

It draws from previous work by Urde (an associate professor at the Lund University School of Economics and Management in Lund, Sweden), John Balmer (a marketing professor at Brunel University in London) and Greyser. In 2007, the three... View Details

Keywords: by Carmen Nobel

01 Mar 2017
News

In My Humble Opinion: Arunma Oteh (MBA 1990)

assets. “Our leadership understands that you can bring innovation from the private sector and capital markets to solve the world’s most difficult challenges,” says Oteh. She describes visiting World Bank projects in India that mitigate... View Details

Keywords: Julia Hanna

01 Mar 2013
News

Making Change

Mehra (MBA 2009) Darren Brehm (MBA 2007) Sidhant Jena (MBA 2011) Esther Hsu Wang (MBA 2009) Elizabeth Scharpf (MBA 2007) Brian Elliot (MBA 2008) Friendfactor — SEF 2010 honoree Friendfactor is a social-action nonprofit that aims to educate and engage the straight View Details

Keywords: Margie Kelley; housing; gay rights; diabesity; disability; Construction of Buildings; Construction; Educational Services; Social Assistance; Health, Social Assistance; News, Library, Internet, and Other Services; Information; Real Estate

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Native American Heritage Month | Baker Library

support the research and curriculum of the Harvard Business School today and into the future. Collection activities focus on the career and professional development needs of our MBA students and alumni, as well as on access to business content to the Harvard University... View Details

01 Sep 2015
News

State of the Unions

police violence, noting that the lack of economic opportunity has been “catastrophic” to inner cities that have seen massive disinvestment. “These things are related,” he says, in part because the economy hasn’t worked for the majority of Americans over the past... View Details

Keywords: Janelle Nanos; McDonald's; Walmart

20 Nov 2015
News

Room to Grow

and focus it up the supply chain and let the market forces determine which of the growers, processors, and distributors are going to succeed and be responsive to these market opportunities,” says Kendall.... View Details

Keywords: Margie Kelley

06 Jul 2015
News

Lights! Camera... Market!

“It was authentic, and highlighted some of the real social issues going on in rural communities across the US,” says Simon. “We weren’t going to shy away from that. We ended up building a marketing message... View Details

Keywords: Margie Kelley; Food Manufacturing; Manufacturing; Motion Picture and Sound Recording Industries; Information

Web

Online Creating Brand Value Course | HBS Online

advantage Craft a compelling positioning statement and resonant brand story Understand the roles brands play in consumers’ lives and the importance of building enduring brand communities Learn how to manage brands over time to maximize... View Details

20 Aug 2024
Book

Why Competing With Tech Giants Requires Finding Your Own Edge

This was part of Nike’s strategy to blend digital technology with its physical products, fostering a fitness and wellness ecosystem. Nike soon realized, however, that its market position in the FuelBand was not defensible. The wearable... View Details

Keywords: by Feng Zhu; Technology; Information Technology

01 Oct 1999
News

Q & A: Jeanne P. Jackson: A New Regime at Banana Republic

before I arrived. The Gap, Inc., our parent company, was struggling to find a niche for Banana Republic. They knew that the original safari theme was no longer working, and they were aware that they needed to make serious changes. When I got here we did some classical... View Details

June 1993 (Revised December 1995)
Case

Frito-Lay, Inc.: The Navigator Project (A)

By: Lynda M. Applegate, Richard O. Mason and Melinda Conrad

Provides an overview of the company's recent organizational changes followed by a discussion of the company's new sales promotion software, "Promotion Planner." The president of Frito-Lay's central division must decide how he should proceed with the rollout of this new... View Details

Keywords: Information Technology; Technology Adoption; Organizational Change and Adaptation; Trends; Innovation Strategy; Marketing Communications; Decision Choices and Conditions; Food and Beverage Industry; Manufacturing Industry

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January 2024
Case

ECOALF: Fashion for the Future

By: Elizabeth A. Keenan, Diego Aparicio, Carlota Moniz and María José Satrústegui

ECOALF, a Spanish fashion brand and sustainability pioneer, aimed to tackle the industry's challenges of excessive consumption and production. The brand's mission was to create timeless apparel exclusively from recycled and eco-responsible materials, matching the... View Details

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01 Jun 2011
News

Alumni Books

to revolutionize every part of every business. Guerrilla Marketing for a Bulletproof Career: How to Attract Ongoing Opportunities in Perpetually Gut-Wrenching Times, for Entrepreneurs, Employees, and Everyone in Between by Jay Conrad... View Details

Keywords: Finance; Monetary Authorities-Central Bank; Finance; National Security and International Affairs; Government

October 2023 (Revised March 2024)
Case

GameStop: Social Media Finds a Cheat Code (A)

By: Joseph Pacelli and Sarah Mehta

This case covers the events leading up to the 2021 GameStop short squeeze. Using GameStop as an illustrative example, the case explores the rise in retail trading, increased financial information sharing on social media, and the gamification of investing enabled by... View Details

Keywords: Value; Stocks; Financial Markets; Social Media; Investment; Applications and Software; Financial Services Industry; United States

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