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Show Results For
-
All HBS Web
(3,521)
- People (15)
- News (909)
- Research (2,033)
- Events (7)
- Multimedia (58)
- Faculty Publications (1,437)
- 03 Mar 2003
- Research & Ideas
The Basics of Consumer Marketing in Asia
consumerswould buy anything on the Internet.— Hiroshi Mikitani of Rakuten Brands also tend to be highly localized. "You may find one brand very popular in Beijing and not...
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by Julie Jette
- April 2017
- Supplement
Imprimis (D)
By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
This case is a supplement to Imprimis (A, B, & C). It describes Imprimis’s 2015 decision to develop a $1 per pill compounded alternative to Daraprim, the branded drug that had recently undergone an extreme price hike, raising its price to $750 per pill. Imprimis also...
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Keywords:
Decision Choices and Conditions;
Growth and Development Strategy;
Pharmaceutical Industry;
United States
Casadesus-Masanell, Ramon, Karen Elterman, and Marc Appel. "Imprimis (D)." Harvard Business School Supplement 717-498, April 2017.
- 05 May 2008
- Research & Ideas
Connecting with Consumers Using Deep Metaphors
Think of famous brands you know: Hallmark cards and Coca-Cola soft drinks, for example. What do these products have in common for consumers? An emotional meaning that taps into thoughts View Details
- 01 Jun 2018
- News
Ink: Alumni Books and Recommendations
introduction in the early ’90s of low-fat cookies and other healthier snack foods under the SnackWell’s brand for Nabisco. In the first year, SnackWell’s grew to a $400 million business. Store managers had...
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- Fast Answer
Sustainability in CPG and Retail
Snapshot for various product groups. Consumer Brands Association (CBA) - Sustainability Learn about CBA efforts to drive policy...
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- August 2019 (Revised March 2022)
- Case
Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart
By: Elie Ofek and Danielle Golan
Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted...
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Keywords:
AI;
Business Startups;
Insurance;
Technological Innovation;
Business Model;
Disruption;
Brands and Branding;
Growth and Development Strategy;
Global Strategy;
Decision Making;
Insurance Industry;
Technology Industry
Ofek, Elie, and Danielle Golan. "Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart." Harvard Business School Case 520-020, August 2019. (Revised March 2022.)
- November 2019
- Case
Chief: Role for Lindsay Kaplan
In 2018, Lindsay Kaplan is preparing to meet with Carolyn Childers about the possibility of co-founding Chief, a New York-based peer network for women executives. Kaplan is currently the vice president of communications and brand engagement at a successful mattress...
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Keywords:
Negotiation;
Entrepreneurship;
Leadership;
North and Central America;
United States;
New York (state, US);
New York (city, NY)
Coffman, Katherine B., Jeffrey J. Bussgang, Kathleen L. McGinn, Julia Kelley, and Katherine Chen. "Chief: Role for Lindsay Kaplan." Harvard Business School Case 920-020, November 2019.
- August 2020 (Revised January 2021)
- Case
Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to...
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Keywords:
Marketing Strategy;
Advertising;
Digital Marketing;
Marketing Channels;
Brands and Branding;
Business Education;
Education Industry;
United States;
Boston
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised January 2021.)
- June 2013 (Revised November 2013)
- Case
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter...
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Keywords:
Measurement and Metrics;
Data and Data Sets;
Internet;
Software;
Communication Technology;
Advertising;
Social and Collaborative Networks;
Acquisition;
Television Entertainment;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
United States
Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
- 10 Feb 2015
- First Look
First Look: February 10
entry) as a means of reconciling non-monotonic incentive responses to competition, effectively manipulating the number and skills distribution of contestants facing one another. February 2015 GfK Marketing Intelligence Review Beyond...
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Sean Silverthorne
- October 2004
- Case
World Wide Licenses Ltd.: From Disney to Polaroid
World Wide Licenses (WWL) was a low-technology firm that licensed famous brands, which it then applied to timepieces, stationery, and back-to-school products. It transformed into a digital imaging company and landed worldwide rights to the Polaroid brand name. Explores...
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Keywords:
Organizational Change and Adaptation;
Leadership Development;
Brands and Branding;
Technology Adoption;
Technological Innovation;
Transformation
Tripsas, Mary. "World Wide Licenses Ltd.: From Disney to Polaroid." Harvard Business School Case 805-060, October 2004.
- 21 Jun 2010
- Research & Ideas
Strategy and Execution for Emerging Markets
company created within the last five years that produces the number one flat-panel TV brand in the U.S., beating Sony, Samsung, and Panasonic. It created a brand View Details
Keywords:
by Martha Lagace
- 30 May 2016
- News
Hillary Clinton’s campaign message keeps evolving
- 01 May 2008
- Research & Ideas
The Marketing Challenges of the China Olympics
as official sponsors and unofficial free-riders attach themselves to the Olympic logo, to particular sports, national teams, or individual athletes. Global brands, in particular, see the Olympics and World...
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- October 2016 (Revised April 2018)
- Case
DataXu: Selling Ad Tech
By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a...
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Keywords:
Sales Management;
Pricing;
Programmatic Ad Buying;
"Marketing Analytics";
Advertising Technology;
Sales;
Digital Marketing;
Marketing Strategy;
Advertising Campaigns;
Product Launch;
Product Positioning;
Media;
Technology Industry;
Advertising Industry;
Boston;
Massachusetts
Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
- 17 Jun 2017
- Research & Ideas
Amazon, Whole Foods Deal a Big Win for Consumers
Source: 400tmax Editor's Note. Online retailing behemoth Amazon announced June 16 that it would acquire upscale grocery chain Whole Foods Market in a deal valued at more than $13 billion. Though the company has dabbled with the idea of a brick-and-mortar footprint in...
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- September–October 2022
- Article
Should Your Company Sell on Amazon?: Reach Comes at a Price
By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers.
In this article, the authors present a scorecard to...
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Keywords:
Retail;
Retailing;
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Amazon;
Amazon.com;
Sales;
Digital Marketing;
Internet and the Web;
Business Model;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
United States
Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.