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- All HBS Web
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- Research (6)
- Faculty Publications (3)
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- December 2016
- Article
Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum
By: Ragnar Lund and Stephen A. Greyser
This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details
Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts
Lund, Ragnar, and Stephen A. Greyser. "Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum." Journal of Business and Policy Research 11, no. 2 (December 2016): 156–177.
- September 2017
- Case
Dr. William Carson— Intrapreneurial Innovation in the Pharmaceutical Industry
By: Steven Rogers and Alyssa Haywoode
Dr. William Carson, an African-American alum of Harvard University became the President and CEO of a multi billion dollar division of Otsuka, a Japan based pharmaceutical company. His ascension to this leadership position followed a thriving career in academic medicine... View Details
Keywords: Dr. Williams Carson; Otsuka America Pharmaceutical; Harvard; Abilify; Aripiprazole; Health Testing and Trials; Globalized Firms and Management; Globalized Markets and Industries; Cross-Cultural and Cross-Border Issues; Decision Choices and Conditions; Pharmaceutical Industry; Japan
Rogers, Steven, and Alyssa Haywoode. "Dr. William Carson— Intrapreneurial Innovation in the Pharmaceutical Industry." Harvard Business School Case 318-005, September 2017.
- 2015
- Working Paper
Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum
By: Ragnar Lund and Stephen A. Greyser
Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with... View Details
Lund, Ragnar, and Stephen A. Greyser. "Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum." Harvard Business School Working Paper, No. 16-041, October 2015.
- 20 Oct 2015
- First Look
October 20, 2015
international institutions, a bank and a museum, adds value to both in terms of interaction with customers and breadth of audiences. The paper further points to key aspects of resource integration in a co-marketing partnership. Design /... View Details
Keywords: Sean Silverthorne
- 21 Feb 2017
- First Look
First Look at New Research: February 21
in its collection. The partnership also helps to expand the network of museum partners and potential donors. The study contributes to the understanding of co-marketing partnerships between commercial actors and arts organizations and... View Details
Keywords: Carmen Nobel
- 12 Feb 2019
- First Look
New Research and Ideas, February 12, 2019
trials. As the Group Director of Bristol-Myers Squibb, Carson worked on the drug Aripiprazole, an antipsychotic drug that is more famously known as Abilify, which had been developed by Otsuka. Abilify was being co-marketed in the United... View Details
Keywords: Dina Gerdeman