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- All HBS Web
(333)
- News (44)
- Research (232)
- Multimedia (2)
- Faculty Publications (51)
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- 2015
- Article
The Nobel Prize: The Identity of a Corporate Heritage Brand
By: Mats Urde and Stephen A. Greyser
Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details
Keywords: Nobel Prize; Brand Stewardship; Corporate Brand Identity; Corporate Heritage Brand; Heritage Brand Identity Process; Networked Brand; Organizations; Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: The Identity of a Corporate Heritage Brand." Journal of Product & Brand Management 24, no. 4 (2015): 318–332.
- July 1997 (Revised January 1999)
- Case
PAOS: Metapreneurs in Corporate Identity
Kosnik, Thomas J. "PAOS: Metapreneurs in Corporate Identity." Harvard Business School Case 598-015, July 1997. (Revised January 1999.)
- Article
The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize
By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details
Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
- December 1997 (Revised May 1998)
- Case
CUC and HFS: Corporate Identity for a "Merger of Equals"
By: Stephen A. Greyser and Robert J. Crawford
In the wake of a major $20 billion market capitalization "merger of equals," two large consumer service firms must determine a new name for the new entity. Neither CUC nor HFS is well known among consumers. The CUC Services (e.g., shopping, travel, credit card... View Details
Keywords: Mergers and Acquisitions; Capital; Brands and Branding; Identity; Customization and Personalization; Value; Service Industry
Greyser, Stephen A., and Robert J. Crawford. CUC and HFS: Corporate Identity for a "Merger of Equals". Harvard Business School Case 598-028, December 1997. (Revised May 1998.)
- 13 Dec 2010
- Research & Ideas
Managing the Support Staff Identity Crisis
Last year, Harvard Business School professor Ranjay Gulati met with the marketing department of a large American corporation and posed a seemingly simple question: What do marketing people actually do? "I got this nervous... View Details
Keywords: by Carmen Nobel
- June 2023
- Article
Can Purpose Foster Stakeholder Trust in Corporations
By: Ranjay Gulati and Franz Wohlgezogen
As part of institutional changes toward more responsible capitalism, firms increasingly articulate a purpose beyond simply profit as a central tenet of their governance. Management scholarship has noted the potential advantages of such purpose-focus for stakeholder... View Details
Keywords: Stakeholder Management; Moral Identity; Mission and Purpose; Trust; Corporate Governance; Business and Stakeholder Relations
Gulati, Ranjay, and Franz Wohlgezogen. "Can Purpose Foster Stakeholder Trust in Corporations." Strategy Science 8, no. 2 (June 2023): 270–287.
- Article
Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century
By: John M.T. Balmer, Helen Stuart and Stephen A. Greyser
Balmer, John M.T., Helen Stuart, and Stephen A. Greyser. "Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century." California Management Review 51, no. 3 (Spring 2009): 6–23.
- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
- November 2016
- Case
Jollibee Foods Corporation
By: Boris Groysberg and Katherine Connolly
When Tony Tan Caktiong stepped down as president and CEO of Jollibee Foods Corporation (JFC) in mid-2014, Ernesto Tanmantiong, his younger brother, succeeded him. In 2016, the brothers were working together to realize the company’s vision of making JFC a truly... View Details
Keywords: Values; Vision; Fast Food; Values and Beliefs; Goals and Objectives; Expansion; Philippines
Groysberg, Boris, and Katherine Connolly. "Jollibee Foods Corporation." Harvard Business School Case 417-045, November 2016.
- September–October 2016
- Article
Growing New Corporate Businesses: From Initiation to Graduation
By: Sebastian Raisch and Michael Tushman
Large companies initiate many new businesses, but few of them reach scale. The ambidexterity literature describes how companies create exploratory businesses, but says little about how they subsequently scale these businesses. The strategy literature uses real option... View Details
Keywords: Ambidexterity; Comparative Case Study; Corporate Venturing; Exploration; Organization Design; Real Option Theory; Organizational Design; Corporate Strategy; Corporate Entrepreneurship
Raisch, Sebastian, and Michael Tushman. "Growing New Corporate Businesses: From Initiation to Graduation." Organization Science 27, no. 5 (September–October 2016).
- January–February 2019
- Article
What Does Your Corporate Brand Stand For?
By: Stephen A. Greyser and Mats Urde
While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
A strong corporate identity provides direction and... View Details
A strong corporate identity provides direction and... View Details
Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy
Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.
- December 1992
- Case
BASF: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
- December 1994 (Revised January 1995)
- Case
Zoll Medical Corporation (A)
When is a product ready for the market? In this case, engineers present a prototype medical device product to the CEO for approval. The product, developed under a tight deadline, is essentially identical to the main competitor's product, but that competitor is... View Details
Teisberg, Elizabeth O., and James Leonard. "Zoll Medical Corporation (A)." Harvard Business School Case 795-053, December 1994. (Revised January 1995.)
- 14 Feb 2023
- HBS Case
Is Sweden Still 'Sweden'? A Liberal Utopia Grapples with an Identity Crisis
policy: An active national government with a desire to achieve an equitable distribution of income and wealth; a generous social welfare system financed by taxes; and a shared structure of corporate control by business, labor, and the... View Details
Keywords: by Lane Lambert
- Article
Why Do Firms Have 'Purpose'? The Firm's Role as a Carrier of Identity and Reputation
By: Rebecca Henderson and Eric Van den Steen
Why do so many firms publicly espouse a "purpose" beyond simple profit maximization? And why do so many managers and employees appear to care deeply about this purpose and to believe that it is critically important? In this paper we argue that the conventional answers... View Details
Henderson, Rebecca, and Eric Van den Steen. "Why Do Firms Have 'Purpose'? The Firm's Role as a Carrier of Identity and Reputation." American Economic Review: Papers and Proceedings 105, no. 5 (May 2015): 326–330.
- 20 May 2015
- News
Should We Push For A Corporate Future Without HR?
- May 2024 (Revised September 2024)
- Case
Hakluyt: From Corporate Intelligence to Trusted Advisors
By: Joseph B. Fuller and Lena Duchene
Established in 1995 by a group of ex-British intelligence officers, Hakluyt & Company (Hakluyt) was a corporate advisory firm that generated insights by leveraging a unique blend of internal expertise and a global network of well-connected individuals. Since 2019, the... View Details
Keywords: Business Growth and Maturation; Business Model; Talent and Talent Management; Capital Structure; Cash Flow; Corporate Finance; Equity; Stock Shares; Corporate Governance; Business History; Compensation and Benefits; Recruitment; Leadership Style; Growth Management; Management Succession; Organizational Culture; Performance Evaluation; Networks; Partners and Partnerships; Business Strategy; Competitive Advantage; Transformation; Consulting Industry; Europe; United Kingdom; England; London
Fuller, Joseph B., and Lena Duchene. "Hakluyt: From Corporate Intelligence to Trusted Advisors." Harvard Business School Case 824-200, May 2024. (Revised September 2024.)
- Article
The Error at the Heart of Corporate Leadership
By: Joseph L. Bower and Lynn S. Paine
Agency theory, a new model of governance promulgated by academic economists in the 1970s, is behind the idea that corporate managers should make shareholder value their primary concern and that boards should ensure they do. The theory regards shareholders as owners of... View Details
Bower, Joseph L., and Lynn S. Paine. "The Error at the Heart of Corporate Leadership." Harvard Business Review 95, no. 3 (May–June 2017): 50–60. (Reprinted in HBR’s 10 Must Reads: The Definitive Management Ideas of the Year from Harvard Business Review 2019, Boston, Mass: Harvard Business Review Press, 2019, pp. 165-192.)
The Error at the Heart of Corporate Leadership
Agency theory, a new model of governance promulgated by academic economists in the 1970s, is behind the idea that corporate managers should make shareholder value their primary concern and that boards should ensure they do. The theory regards shareholders as... View Details
- 2014
- Working Paper
The Nobel Prize: A 'Heritage-based' Brand-oriented Network
By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.