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- September 2019 (Revised June 2021)
- Case
Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls...
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Keywords:
Stereotype;
Body Image;
Female;
Self-Esteem;
Brands and Branding;
Mission and Purpose;
Advertising Campaigns;
Gender;
Resource Allocation
Kramer, Mark R., Myriam Sidibe, and Gunjan Veda. "Dove and Real Beauty: Building a Brand with Purpose." Harvard Business School Case 720-361, September 2019. (Revised June 2021.)
- 20 Jun 2005
- Research & Ideas
Creating a Positive Professional Image
she says. "It is only wise to add your voice in framing others' theories about who you are and what you can accomplish." There are plenty of books telling you how to "dress for success" and control your body language....
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by Mallory Stark
- 21 Nov 2023
- Op-Ed
The Beauty Industry: Products for a Healthy Glow or a Compact for Harm?
In my recently published book Deeply Responsible Business, I write about business leaders since the 19th century who have acted responsibly, often by putting the welfare of their communities above the idea of maximizing profits. I make a sharp distinction between...
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- 14 May 2020
- Research & Ideas
What Leaders Can Do to Fight the COVID Fog
what the human body needs physically and mentally to respond to these challenges. Think of these as your new toolkit for high performance in a business world turned upside down. Let’s start with some executives’ comments from the survey,...
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by Boris Groysberg and Robin Abrahams
- 28 Jul 2009
- First Look
First Look: July 28
fashion company competing in a variety of unconventional ways, many "experience economy" related. Moods fronts their brand with the "boy band" images of its three founders and designs eccentric features into their...
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Martha Lagace
- 16 Feb 2024
- Research & Ideas
Is Your Workplace Biased Against Introverts?
they show passion through higher quality of work and in conveying positive emotions, and less frequently through body language and voice, immersion, social interactions, and quantity of work. The results of the study indicate that...
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by Ben Rand
- 09 Feb 2024
- HBS Case
Slim Chance: Drugs Will Reshape the Weight Loss Industry, But Habit Change Might Be Elusive
you’re also losing muscle. You do not want to lose muscle. They’re not a cure. They work on the brain. They suppress the appetite. But 10 years later, what will happen to the brain and other body parts? They can’t predict that today....
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- 19 Apr 2010
- Research & Ideas
The History of Beauty
different beauty ideals. L'Oréal, for example, primarily sold French brands before the 1990s. During that decade it purchased American brands such as Maybelline, Redken, and Kiehl's and globalized them. And over the last decade it has acquired Shu Uemura in Japan,...
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- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
Gupta. Brands should instead look to create a conversation with a broader message that connects with consumers. For instance, Dove’s Real Beauty campaign wasn’t focused merely on the benefits of a bar of soap, but tapped into the deeper themes of View Details
- 06 Sep 2004
- Research & Ideas
The Innovator’s Battle Plan
seem to want. For example, Kodak first began to sense that digital imaging might pose a threat to its core business in the mid-1990s. It invested more than $2 billion in research and development. However, it framed the challenge as,...
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- 15 Apr 2002
- Research & Ideas
In the Virtual Dressing Room Returns Are A Real Problem
an apparel purchase. Apparel purchasing decisions are closely linked to individuals' feelings about themselves: their body image and the image they wish to project. Clothing is...
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- 30 Dec 2013
- Research & Ideas
Most Popular Articles of 2013
presentation or job interview? Holding one's body in "high-power" poses for short time periods can summon an extra surge of power and sense of well-being when it's needed, according to Amy J.C. Cuddy. Why Unqualified Candidates...
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by Staff
- 11 Feb 2013
- Research & Ideas
Neuroeconomics: Eyes, Brain, Business
the picture actually depicted human or non-human body parts. In short, noses and skin were not good indicators of life. Mouths scored slightly higher as the pictures grew progressively human. But in looking at View Details
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by Carmen Nobel
- 20 Oct 2009
- First Look
First Look: October 20
a diverse body of stakeholders and incorporate their interests and ideas. However, this also introduces many new challenges. The author identifies key properties that such networking mechanisms must satisfy if they are to succeed. He...
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Martha Lagace
- 20 Dec 2016
- Research & Ideas
The 10 Most Popular 'Cold Call' Podcasts
voters cold despite his eminent qualifications. With the help of KNP Communications, Silver is forced to watch himself at the podium and makes some profound discoveries. Professor Amy Cuddy delves into this fascinating case and the importance of View Details
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Re: Multiple Faculty
- 22 Feb 2011
- Research & Ideas
Most Popular Articles, Papers of the Decade
HBS Working Knowledge readers want it all, judging by our all-time most popular articles. Here you'll find stories on everything from maintaining a professional image to writing a business plan, from how to market on social media to why...
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by Sean Silverthorne
- 08 Oct 2007
- Research & Ideas
Management Education’s Unanswered Questions
a Corporate Savior: The Irrational Quest for Charismatic CEOs. I focused on understanding the processes by which CEOs were selected—in particular the phenomenon of outsider CEO succession. In the conclusion I wrote a bit about the role of business schools in...
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- 27 Oct 2014
- Research & Ideas
The Coffee Economy That Bloomed Out of Nowhere
she befriended the descendants of coffee entrepreneurs, interviewed local historians, and pored over old documents in the backrooms of rural municipal buildings. Click on image to view slideshowProduction Zones and Collection Points for...
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- 16 Sep 2002
- Research & Ideas
The Irrational Quest for Charismatic CEOs
guess one could have accused me of being opportunistic in writing this book, but the fact is the book was finished last year and is only now getting published. I actually wrote my dissertation in 1998 on this topic. The common thread that got me started on studying...
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by Martha Lagace
- 06 Aug 2014
- What Do You Think?
What Is Warren Bennis’s Legacy?
known for his work in the field of leadership, died last week. He left behind a large body of stimulating writing and practice in his chosen field. To me he was a restless person with a large sense of humor. Although I didn't know him...
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