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All HBS Web
(339)
- News (47)
- Research (265)
- Multimedia (1)
- Faculty Publications (170)
- November 1991 (Revised October 1993)
- Supplement
British Airways: ""Go for It, America!"" Promotion (B)
Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share.
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Keywords:
Advertising Campaigns;
Cost Management;
Information Publishing;
Marketing Strategy;
Market Participation;
Aerospace Industry
Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
- September 1988 (Revised October 1992)
- Case
Suzuki Samurai
By: John A. Quelch
Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction.
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Keywords:
Product Positioning;
Marketing Strategy;
Market Entry and Exit;
Advertising Campaigns;
Advertising Industry;
Advertising Industry;
Japan;
United States
Quelch, John A. "Suzuki Samurai." Harvard Business School Case 589-028, September 1988. (Revised October 1992.)
- August 2008
- Supplement
Becky Saeger, CMO, Charles Schwab & Co., Inc., Interviewed by Professor John Quelch
By: John A. Quelch
Professor John Quelch interviewed Becky Saeger, Chief Marketing Officer of Charles Schwab and Co., Inc., with regard to the background and success of the "Talk to Chuck" advertising campaign.
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Quelch, John A. "Becky Saeger, CMO, Charles Schwab & Co., Inc., Interviewed by Professor John Quelch." Harvard Business School Video Supplement 509-703, August 2008.
- March 2024
- Case
Amperity: First-Party Data at a Crossroads
By: Elie Ofek, Hema Yoganarasimhan and Alexis Lefort
In the summer of 2023, Amperity management was facing a critical decision on its future direction. Given the dramatic changes occurring within the digital advertising ecosystem, as concerns over consumer privacy placed limits on the ability to engage in third-party...
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- Article
Vungle Inc. Improves Monetization Using Big-Data Analytics
By: Bert De Reyck, Ioannis Fragkos, Yael Grushka-Cockayne, Casey Lichtendahl, Hammond Guerin and Andrew Kritzer
The advent of big data has created opportunities for firms to customize their products and services to unprecedented levels of granularity. Using big data to personalize an offering in real time, however, remains a major challenge. In the mobile advertising industry,...
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Keywords:
Big Data;
Monetization;
Data and Data Sets;
Advertising;
Mobile Technology;
Customization and Personalization;
Performance Improvement
De Reyck, Bert, Ioannis Fragkos, Yael Grushka-Cockayne, Casey Lichtendahl, Hammond Guerin, and Andrew Kritzer. "Vungle Inc. Improves Monetization Using Big-Data Analytics." Interfaces 47, no. 5 (September–October 2017): 454–466.
- February 2023
- Case
Roblox: Virtual Commerce in the Metaverse
By: Ayelet Israeli and Nicole Tempest Keller
In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,...
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Keywords:
Entertainment;
Games, Gaming, and Gambling;
Market Design;
Marketing;
Brands and Branding;
Marketing Channels;
Marketing Strategy;
Business Strategy;
Economics;
Economy;
Economic Systems;
Advertising;
Advertising Campaigns;
Digital Platforms;
Markets;
Price;
Innovation and Management;
Entertainment and Recreation Industry;
Video Game Industry;
Technology Industry;
United States;
California;
North America;
South America;
Asia;
Europe
Israeli, Ayelet, and Nicole Tempest Keller. "Roblox: Virtual Commerce in the Metaverse." Harvard Business School Case 523-028, February 2023.
- March 1996 (Revised November 1997)
- Case
Dewar's (A): Brand Repositioning in the 1990's
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and...
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Keywords:
Advertising;
Customers;
Brands and Branding;
Marketing Strategy;
Market Participation;
Strategic Planning;
Opportunities;
Consumer Products Industry;
Food and Beverage Industry;
United Kingdom;
United States
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (A): Brand Repositioning in the 1990's." Harvard Business School Case 596-076, March 1996. (Revised November 1997.)
- Research Summary
Compensatory Transfers in Collective Decision Making
By: Jerry R. Green
Jerry R. Green is studying mechanisms that can be employed to promote efficient collective decisions while providing justifiable compensation to participants who favor different, less efficient alternatives. This type of decision problem is pervasive in business,...
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Marketing Metaphoria
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book...
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- May 2004 (Revised April 2005)
- Case
United States Army
By: Rajiv Lal and Laura Coleman
After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase...
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Keywords:
Advertising Campaigns;
Decisions;
Globalization;
Recruitment;
Management Teams;
Marketing Strategy;
United States
Lal, Rajiv, and Laura Coleman. "United States Army." Harvard Business School Case 504-038, May 2004. (Revised April 2005.)
- January 2003
- Case
Mountain Dew: Selecting New Creative
The key role of selecting creative in brand communications, the problems with building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the senior management skills needed to interpret ads are highlighted.
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Holt, Douglas B. "Mountain Dew: Selecting New Creative." Harvard Business School Multimedia/Video Case 503-038, January 2003.
- May 2016 (Revised June 2017)
- Case
India's Amul: Keeping Up with the Times
By: Rohit Deshpandé, Tarun Khanna, Namrata Arora and Tanya Bijlani
Amul is an Indian dairy cooperative founded in 1947—eight months before India's independence from British rule—and owned by over three million farmers in the state of Gujarat. It is India's largest food product marketing organization, selling 46 products, including...
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Keywords:
Globalization;
Expansion;
Dairy;
India;
Cooperatives;
Milk;
Leadership;
Agriculture;
Agribusiness;
Competition;
Marketing;
Organizational Change and Adaptation;
Agriculture and Agribusiness Industry;
India
Deshpandé, Rohit, Tarun Khanna, Namrata Arora, and Tanya Bijlani. "India's Amul: Keeping Up with the Times." Harvard Business School Case 516-116, May 2016. (Revised June 2017.)
- 27 Jul 2009
- Research & Ideas
Social Network Marketing: What Works?
camera. Sony can either advertise on Facebook and accept a very low click-through rate, or give away free cameras to several Facebook members (potentially at a lower cost than advertising) and generate a viral campaign. Our research shows...
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- December 2022 (Revised January 2023)
- Case
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six...
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Keywords:
Stigma;
Product Innovation;
Product Introduction;
Product Differentiation;
New Products;
New Product Marketing;
New Product Management;
Brand Management;
Branding;
Packaging;
Positioning;
Growth Strategy And Execution;
Growth;
Cannabis Industry;
Purpose;
Purpose Brands;
LGBTQ;
Direct-to-consumer;
DTC;
Regulations;
Channels Of Distribution;
Product Development;
Product Marketing;
Product Positioning;
Product;
Innovation and Invention;
Brands and Branding;
Marketing;
Marketing Communications;
Marketing Channels;
Advertising;
Advertising Campaigns;
Digital Marketing;
Market Entry and Exit;
Governing Rules, Regulations, and Reforms;
Consumer Products Industry;
Food and Beverage Industry;
United States;
Canada;
North America
Israeli, Ayelet, and Anne V. Wilson. "Cann: High Hopes for Cannabis Infused Beverages." Harvard Business School Case 523-074, December 2022. (Revised January 2023.)
- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which...
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Keywords:
Risk Management;
Marketing Strategy;
Customer Focus and Relationships;
Advertising Campaigns;
Investment Return;
Brands and Branding;
Marketing Communications;
Social Marketing;
Cost vs Benefits;
Food and Beverage Industry
Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
- March 2022 (Revised July 2022)
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Social Media;
Applications and Software;
Digital Platforms;
Advertising Industry;
United States
- February 2011 (Revised February 2012)
- Case
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each...
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Keywords:
Advertising Campaigns;
Digital Marketing;
Resource Allocation;
Marketing Strategy;
Performance Evaluation;
Internet and the Web;
Retail Industry
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
Anita Elberse
Anita Elberse is the Lincoln Filene Professor of Business Administration at Harvard Business School.
Professor Elberse develops and teaches an MBA course covering the "Businesses of Entertainment, Media, and Sports," which ranks among the most sought-after... View Details
- October 2015
- Case
BandPage (A)
By: Karim R. Lakhani, Colin Maclay and Greta Friar
BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began...
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Keywords:
Digital Innovation;
Digital Music;
Digital Marketing;
Mobile Marketing;
Technological Innovation;
Marketing Communications;
Music Entertainment;
Mobile Technology;
Music Industry
Lakhani, Karim R., Colin Maclay, and Greta Friar. "BandPage (A)." Harvard Business School Case 616-015, October 2015.
- 18 Nov 2014
- First Look
First Look: November 18
Publications November 2014 Wiley Encyclopedia of Management Management as a Profession By: Khurana, Rakesh, and Eric Baldwin Abstract—No abstract available. Publisher's link: http://www.wiley.com/WileyCDA/WileyTitle/productCd-1119972515.html November 2014 Marketing...
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Keywords:
Sean Silverthorne