Filter Results
:
(1,838)
Show Results For
-
All HBS Web
(1,838)
- News (326)
- Research (1,251)
- Events (9)
- Multimedia (25)
- Faculty Publications (834)
Show Results For
-
All HBS Web
(1,838)
- News (326)
- Research (1,251)
- Events (9)
- Multimedia (25)
- Faculty Publications (834)
- 01 Sep 2018
- News
The True Value of a Tweet
challenge for all advertising is to connect the dots all the way to sales. Sales are a function of advertising but also price and the quality of a product, so you can’t blame or credit View Details
Keywords:
Jen McFarland Flint
- 01 Jun 2001
- News
"Unheard Voices" Brings to Light Three Centuries of American Women at Work
Trade card from 1833 advertising "Lydia E. Pinkham's Vegetable Compound." (Baker Library Historical Collections) From the time of her marriage in 1743 until her death in 1765, Sarah Chamberlain, wife of Nathaniel Chamberlain, a blacksmith...
View Details
Millard S. Drexler
Drexler helped to transform The Gap from a “me-too” retailer of Levi’s and private label jeans into a fashion icon. He simplified the brand’s product line and invested heavily in provocative advertising which made The Gap a recognizable...
View Details
Keywords:
Fabric & Apparel
Joseph F. Cullman III
Cullman increased Philip Morris sales from $440 million to $2.6 billion in 1973. Cullman’s crowning achievement was capturing the male demographic for Marlboro cigarettes. He did this by developing a new Marlboro package, and establishing the “Marlboro Man” View Details
Keywords:
Food & Tobacco
Cyrus H. K. Curtis
Curtis pioneered many tactics that are hallmarks of modern magazine publishing including securing large-scale advertising revenue by building mass circulation through low subscription prices, introducing market research for target...
View Details
Keywords:
Publishing & Print Media
- 01 Dec 2010
- News
New Orleans Resonance
annual improvements of between 11 and 39 percent, earning the school widespread acclaim. London’s Sunday Telegraph (September 12, 2010) declared NOCP “part of the boldest experiment in education reform seen in the United States, and one with obvious resonance in...
View Details
Keywords:
charter schools
- November 2022 (Revised March 2023)
- Supplement
JUUL and the Vaping Revolution: A 2022 Update
By: Michael W. Toffel and Sarah Mehta
This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette.
View Details
Keywords:
Electronic Cigarettes;
E-Cigarettes;
Vaping;
Nicotine Replacement;
JUUL;
Juuling;
Government Regulation;
Advertising;
Advertising Campaigns;
Digital Marketing;
Customers;
Innovation and Invention;
Innovation Strategy;
Marketing;
Ethics;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Corporate Social Responsibility and Impact;
Social Issues;
Technology Industry;
California
- November 2022 (Revised March 2023)
- Supplement
JUUL and the Vaping Revolution: A 2022 Update
By: Michael W. Toffel and Sarah Mehta
This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette.
View Details
Keywords:
Electronic Cigarettes;
E-Cigarettes;
Vaping;
Nicotine Replacement;
JUUL;
Juuling;
Government Regulation;
Advertising;
Advertising Campaigns;
Digital Marketing;
Customers;
Innovation and Invention;
Innovation Strategy;
Marketing;
Ethics;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Corporate Social Responsibility and Impact;
Social Issues;
Technology Industry;
California
Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School Supplement 623-011, November 2022. (Revised March 2023.)
Herbert F. Johnson
Johnson built his company through extensive advertising (it was the first to establish company sponsorship of a radio show), and in many ways, changed the way Americans lived. He introduced such diverse household products as: “Raid”- the...
View Details
Keywords:
Personal Care & Home Products
Charles H. Steinway
Following behind his Uncle William, Charles Steinway focused on the business side of his family’s growing piano empire. Charles introduced the company’s first modern advertising campaign and personally took control of the European...
View Details
Keywords:
Fabricated Goods
William M. Rosson
Shunning critics, Rosson introduced two new smokeless tobacco products in the early eighties – Hawken moist snuff and Levi Garrett shredded tobacco. Through targeted advertising and promotions, these products went on to capture 25% of the...
View Details
Keywords:
Food & Tobacco
- September 1992 (Revised October 1995)
- Case
Exxon: Communications After Valdez
By: Stephen A. Greyser and Nancy Langford
Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of...
View Details
Greyser, Stephen A., and Nancy Langford. "Exxon: Communications After Valdez." Harvard Business School Case 593-014, September 1992. (Revised October 1995.)
Abe Plough
Coppertone suntan lotion, St. Joseph Aspirin and Maybelline cosmetics. While spending up to 25% of revenues on advertising to create household brand names, Plough generated top-level financial returns for several years.
View Details
Keywords:
Healthcare
- August 2020 (Revised January 2021)
- Supplement
Facelift at Olay (B)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales.
View Details
Keywords:
Advertising;
Advertising Campaigns;
Demographics;
Age;
Brands and Branding;
Marketing Channels;
Competitive Strategy;
Competitive Advantage;
Digital Marketing;
Transformation;
Marketing Strategy;
Social Marketing;
Beauty and Cosmetics Industry;
United States;
Ohio
Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (B)." Harvard Business School Supplement 521-002, August 2020. (Revised January 2021.)
- 11 Oct 2016
- First Look
October 11, 2016
https://pubwww.hbs.edu/faculty/Pages/item.aspx?num=45842 Effectiveness of Paid Search Advertising: Experimental Evidence By: Dai, Weijia (Daisy), and Michael Luca Abstract—Paid search has become an increasingly common form of advertising, comprising about half of all...
View Details
Keywords:
Sean Silverthorne
- 28 Jan 2002
- Research & Ideas
Read All About It! Newspapers Lose Web War
facing the Internet. Note that in the newspaper industry, digital content initially started with different advertising customers, a different business model, and a whole set of performance characteristics that made it appear unattractive...
View Details
Philip K. Wrigley
halted production, he continued his father’s trend of quirky advertising schemes, allowing the gum to rise to extreme levels of popularity in the post-war years.
View Details
Keywords:
Food & Tobacco
Adolphus W. Green
Green was instrumental in organizing over 40 Midwestern bakeries to form the National Biscuit Company in 1898, which became the basis for the present day Nabisco. When Green organized the firm, its only product was a cracker, the Uneeda biscuit. Green introduced new...
View Details
Keywords:
Food & Tobacco
- October 1992 (Revised July 2001)
- Case
Gap, Inc., The: Building a Brand
By: Walter J. Salmon and David Wylie
Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising.
View Details
Salmon, Walter J., and David Wylie. "Gap, Inc., The: Building a Brand." Harvard Business School Case 593-043, October 1992. (Revised July 2001.)
Robert E. (Ted) Turner
Taking over his father’s outdoor advertising company in 1963, he immediately began expanding it beyond its core billboard business, acquiring Atlanta television’s Channel 17. Securing programming from national networks, showing “light...
View Details
Keywords:
Entertainment & Broadcast Media