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- Faculty Publications (132)
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- All HBS Web (330)
- Faculty Publications (132)
- 07 Feb 2017
- First Look
First Look at New Research: February 7
brands and manufacturing network, he intends to reposition the company as a branded retailer of furniture and home fashions. Just as management is poised to implement a new strategy that involves a heavy...
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Sean Silverthorne
- 16 Mar 2010
- First Look
First Look: March 16
Managing such a firm in the era of globalization posed enormous challenges. The book covers the company's strategies and provides compelling evidence of its decision making, marketing, brand management, innovation, View Details
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Martha Lagace
- 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,...
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Sean Silverthorne
- 30 Jan 2020
- Research & Ideas
The Upside of Highlighting a Product's Downsides
Administration. “Those who choose the offering will engage with it more.” Equally important, the researchers found that in this context, identifying negatives prominently had an “insignificant effect” on customer acquisition rates....
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by Danielle Kost
- 02 Jun 2014
- Research & Ideas
Excerpt: ‘A Social Strategy’
application the right to collect the recipient's Facebook "likes," which are then used to recommend a gift. Thus, if the intended recipient has indicated on Facebook that he likes the Beatles or Apple, Group Gifts then recommends Apple View Details
- 02 Jan 2018
- First Look
First Look at New Research and Ideas, January 3, 2018
218-001 Bega Cheese: Bidding to Bring Vegemite Back Home In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelez International’s Australia and New Zealand (ANZ) grocery business, which included several leading...
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Sean Silverthorne
- 10 Nov 2015
- First Look
November 10, 2015
acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to overspend on some actions and thus waste money and/or...
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Sean Silverthorne
- 09 Aug 2013
- Research & Ideas
Read All About It: Digital CEO Buys Traditional Media!
David Collis Thomas Henry Carroll Ford Foundation Adjunct Professor of Business Administration The joke used to be that you could only make a million dollars in the airline industry if you started with a hundred million dollars. With the View Details
- 17 Aug 2010
- First Look
First Look: August 17
display promotions away from smaller revenue brands toward larger ones following periods of poor financial performance. This indicates the behavior is determined by parties above brand managers in the firm....
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Martha Lagace
- 01 Mar 2006
- News
The Little Ice-Cream Company That Could
snacks are the company’s most recent innovations.) By mid-1994, Dreyer’s fulfilled its dream of becoming the leading premium ice-cream brand in the United States — a mixed blessing. “As we approached a billion dollars in sales, it was...
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- 26 Mar 2013
- First Look
First Look: March 26
Street (OWS), a prominent short selling research firm. Diamond Foods, a high flying growth company in 2011, grew from a walnut farmers' cooperative in 2005 into a branded snack foods manufacturer on the strength of a series of...
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Sean Silverthorne
- 01 Apr 2000
- News
A Place in the Sun
things and try to nurture and protect them," says Evanson, who doesn't feel the need to take a vacation from his work. "I'm pretty much in my own little world here," he laughs. Club Med: A Brand Restored On this planet of six billion...
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Julia Hanna and Garry Emmons
- 26 Feb 2013
- First Look
First Look: Feb. 26
acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to overspend on some actions and thus waste money, and/or...
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Sean Silverthorne
- 18 Dec 2012
- First Look
First Look: December 18
Cialis's hard-won brand equity with physicians and patients? With the final stages of clinical trials for the new indication, benign prostatic hyperplasia (BPH), soon to be carried out, the team had to make a decision soon. On its face,...
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Carmen Nobel
- 01 Jun 2015
- News
Screen Grab
engagement, then you have something that brings the consumer back on a weekly or even daily basis,” says Delph, citing Red Bull and GoPro as two examples of brands that have created direct relationships with consumers. Red Bull, for...
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Julia Hanna;
HBO;
Netflix;
Hulu;
Vimeo;
YouTube;
Telecommunications;
Information;
Arts, Entertainment
- 09 Feb 2016
- First Look
February 9, 2016
could a small brand compete against a company that had captured the hearts and minds of consumers? Which brand-positioning concept should Paez choose to best capture consumers' attention and interest and compete against TOMS? How would...
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Sean Silverthorne
- 23 Oct 2018
- First Look
New Research and Ideas, October 23, 2018
labor between innovative new entrants and industry incumbents, endowed with complementary assets, is common in many industries. Such settings are distinct because new entrants have the additional option to sell their innovation in a “market for technology” and may,...
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Dina Gerdeman
- 01 Sep 2017
- News
The Biggest Industry You’ve Never Heard Of
around the country to vie for the title of Space Invaders national champion. Thousands had played the video game, released that year in the United States by Warner brand Atari, in regional tournaments in the months leading up to the...
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- 22 May 2007
- First Look
First Look: May 22, 2007
channels, with products and brand elements that are less quirky, more commercial than they used to be. Indeed, CEO John Replogle believes that by focusing on efficacious, natural, and unique ingredients, and also by promoting...
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Martha Lagace
- 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
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Sean Silverthorne