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Show Results For
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All HBS Web
(816)
- People (4)
- News (206)
- Research (466)
- Multimedia (16)
- Faculty Publications (283)
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- 07 Jan 2013
- Lessons from the Classroom
Culture Changers: Managing High-Impact Entrepreneurs
managers can team with creative talent in six "culture industries": Fashion, publishing, art/architecture/design, film, music, and food. Her subjects include fashion pioneer Chanel, publishers Penguin and Atavist, film icons...
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- 02 Oct 2018
- First Look
New Research and Ideas, October 2, 2018
shopping environment. We build a demand model in which consumers choose how to allocate their spending over different product categories to maximize their direct utility under contingent free shipping. We estimate model parameters using transaction data from a pure...
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Dina Gerdeman
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Positioning;
Competitive Positioning;
Competition;
Brands and Branding;
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Building;
Brand Positioning;
Competitive Positioning;
Advertising;
Marketing Communication;
Biography;
Brands and Branding;
Product Marketing;
Emerging Markets;
Network Effects;
Demand and Consumers;
Marketing Communications;
Cost vs Benefits;
Perspective;
Advertising Campaigns;
Marketing Strategy;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- 16 Jul 2013
- First Look
First Look: July 16
have described as characteristic of the modern neo-liberal regime. 2013 pub Fashioning an Industry: Socio-cognitive Processes in the Construction of Worth of a New Industry By: Khaire, Mukti Abstract—This study of the high-end View Details
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Anna Secino
- 19 Nov 2007
- Lessons from the Classroom
Teaching The Moral Leader
25-year business career that included 10 years in fashion retailing; 12 years in mutual fund and brokerage financial services; serving as a director on nonprofit and corporate boards; and chairing the Better Business Bureau here in...
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- 07 Feb 2007
- Research & Ideas
Dividends from Schumpeter’s Noble Failure
(1942), one of the seminal nonfiction works of the twentieth century.5 The Main Goal Of The 1939 Book Schumpeter chose the title Business Cycles not only because the topic was then fashionable (it was the central economic puzzle of the...
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by Thomas K. McCraw
- 03 Nov 2009
- First Look
First Look: Nov. 3
economic downturn. The sharing of customer information across units and its use in the creative process are key initiatives analyzed in the case. CEO Robert Polet joined the high-end fashion Gucci Group in 2004, after 26 years at one of...
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Martha Lagace
- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically...
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Keywords:
Marketing;
Brands;
Brand Management;
Brand Building;
Brand Positioning;
Competitive Positioning;
Marketing Strategy;
Brands and Branding;
Managerial Roles;
Strategy;
Product Positioning;
Consumer Behavior;
Biography;
Success;
Perception;
Markets;
Power and Influence;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- 26 Sep 2017
- First Look
First Look at New Research and Ideas, September 26, 2017
through a new survey instrument that allows us to codify CEOs’ diaries in a detailed and comparable fashion and to build a bottom-up measure of CEO labor supply. The comparison of 1,114 family and professional CEOs reveals that family...
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Sean Silverthorne
- 27 Feb 2018
- First Look
First Look at New Research and Ideas, February 27, 2018
developments in the Bangladesh ready-made garment industry after the fire at Tazreen Fashions factory, including formation of the Bangladesh Fire and Building Safety Accord (“Accord”) and the Alliance for Bangladesh Worker Safety...
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Sean Silverthorne
- 08 Mar 2016
- First Look
March 8, 2016
approaches can be reconciled through the Lean Strategy process, which ensures that startups innovate in a disciplined fashion and make the most of their limited resources by knowing "what not to do." Deliberate strategy sets the...
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Sean Silverthorne
- 04 Nov 2008
- First Look
First Look: November 4, 2008
Fashionable Opportunity Harvard Business School Case 209-012 Roberto Charvel is a young MBA graduate making his first personal real estate investment in his native Mexico City. Charvel is planning to purchase and renovate a nine-unit...
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Martha Lagace
- 10 Jul 2018
- First Look
New Research and Ideas, July 10, 2018
higher-priced items first can simultaneously increase the average selling price and the overall purchase rate. We test these predictions in a series of field experiments conducted with an online fashion and apparel retailer. Using...
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Dina Gerdeman
- 08 Jul 2014
- First Look
First Look: July 8
moving "downmarket" without diminishing their prestige or alienating existing customers. The authors suggest various ways to cater to new, non-core customers in a way that differentiates the newcomers from a brand's core clientele. Examples are cited for...
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Carmen Nobel
- 24 Apr 2020
- Op-Ed
Lessons from the NFL: Virtual Hiring, Leadership, Building Teams and COVID-19
Despite all this, the online draft will certainly not be the same. Apart from the lost entertainment value—NFL draft fashion has become a much-watched spectacle in recent years—there are concerns about potential technical challenges. The...
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- 21 Jun 2010
- Research & Ideas
Strategy and Execution for Emerging Markets
relies on Costco as a distributional partner, which adds credibility as well as helps to the brand without overspending on advertising. A logistics system allows Vizio to import televisions from a manufacturer in China in just-in-time View Details
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by Martha Lagace
- 28 Jan 2014
- First Look
First Look: January 28
Harvard Business School Case 713-510 Benetton Group S.p.A., 2000 In 2000, Benetton was one of the leading mass fashion competitors in the world with approximately $1.9 billion in sales across 5,500 stores in 120 countries. But the...
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Sean Silverthorne
- 15 Sep 2011
- Research & Ideas
High Ambition Leadership
fashion and execute against a higher-ambition agenda. Q: Many companies in your book have a global reach. At the same time, however, they are often connected to a local identity or home base. How do higher-ambition leaders view culture?...
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by Martha Lagace
- 16 Nov 2009
- Research & Ideas
The Times Captures History of American Business
larger forces that, taken together, have helped fashion business and society today. Overarching themes of her book tackle the corporation writ large, the changing nature of work, and defining moments in technology. What can business...
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