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All HBS Web
(980)
- News (204)
- Research (364)
- Multimedia (2)
- Faculty Publications (165)
- Web
Metadata Management | Baker Library | Bloomberg Center | Harvard Business School
Research & Data Services Curriculum See all... Service Audience Faculty Doctoral Students MBA Students Alumni Executive Education Staff Visiting Researchers Ask Us Ask a Question Fast Answers Policies Staff Directory How Do I... Request HBS Cases Plan A Visit View Details
- Web
Information Management | Baker Library | Bloomberg Center | Harvard Business School
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- June 7, 2016
- Comment
Can Brand Trump Win a Presidency?
By: John A. Quelch
In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and...
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Keywords:
Brand;
Umbrella Brands;
Political Brands;
Political Campaigns;
Successful Brands;
Personal Brand;
Demographics;
History;
Information;
Innovation and Invention;
Leadership;
Management;
Marketing;
Outcome or Result;
Problems and Challenges;
Strategy;
Value;
Public Administration Industry;
Public Relations Industry;
United States
Quelch, John A. "Can Brand Trump Win a Presidency?" Harvard Business School Working Knowledge (June 7, 2016). (Republished by Forbes.com on June 7, 2016.)
- Web
Owner/President Management (OPM) | Baker Library | Bloomberg Center | Harvard Business School
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- June 1994 (Revised August 1994)
- Case
Cunard Line Ltd.: Managing Integrated Marketing Communications
Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional...
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Keywords:
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Product Positioning;
Consumer Behavior;
Organizational Structure;
Identity;
Balance and Stability;
Shipping Industry
Greyser, Stephen A. "Cunard Line Ltd.: Managing Integrated Marketing Communications." Harvard Business School Case 594-046, June 1994. (Revised August 1994.)
- Web
Owner/President Management (OPM) eBaker | Baker Library | Bloomberg Center | Harvard Business School
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- Web
Advanced Management Program (AMP) | Baker Library | Bloomberg Center | Harvard Business School
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- Web
General Management Program (GMP) | Baker Library | Bloomberg Center | Harvard Business School
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- February 2011
- Case
Barceló Hotels and Resorts (A)
By: John T. Gourville and Marco Bertini
Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio...
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Keywords:
Brand Management;
Sales Promotions;
Brands and Branding;
Price;
Strategy;
Corporate Strategy;
Accommodations Industry
Gourville, John T., and Marco Bertini. "Barceló Hotels and Resorts (A)." Harvard Business School Case 511-108, February 2011.
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Archives & Records Management | Baker Library | Bloomberg Center | Harvard Business School
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- Web
Management Resources | Baker Library | Bloomberg Center | Harvard Business School
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- Web
PMR Journals (Portfolio Management Research) | Baker Library | Bloomberg Center | Harvard Business School
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Records Management Services | Baker Library | Bloomberg Center | Harvard Business School
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- Web
Semantic Search Management | Baker Library | Bloomberg Center | Harvard Business School
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- November 2018 (Revised April 2019)
- Case
Nike: Changing the Sneakers Game
By: Anita Elberse, Bryce Aiken and Howard Johnson
“Our goal is to be the kind of start-up that would terrify Nike—if Nike didn’t already own us.” Ron Faris, general manager of S23NYC, a Manhattan-based digital studio owned by sports apparel giant Nike, is on the phone with Adam Sussman, Nike’s chief digital officer....
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Keywords:
Digital Technology;
Apparel;
Fashion;
Superstar;
Innovation;
General Management;
Mobile and Wireless Technology;
Strategy;
Marketing Strategy;
Innovation and Invention;
Management;
Sports;
Entertainment;
Digital Strategy;
Apparel and Accessories Industry
Elberse, Anita, Bryce Aiken, and Howard Johnson. "Nike: Changing the Sneakers Game." Harvard Business School Case 519-039, November 2018. (Revised April 2019.)
- Web
Palgrave Encyclopedia of Strategic Management | Baker Library | Bloomberg Center | Harvard Business School
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- Web
Managing Health Care Delivery (MHCD) | Baker Library | Bloomberg Center | Harvard Business School
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- March 2018
- Supplement
Sandra Brown Goes Digital (C): Raising Quality in a Healthcare Company
By: Rosabeth Moss Kanter and Jonathan Cohen
Using digital and social media tools and lessons learned from prior change campaigns as a middle manager in a large biotech company, Sandra Brown continued in a new role in the quality division, engaging staff in a quality movement at the company. She had found a new...
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Keywords:
Digital;
Grassroots Movement;
Managing Change;
Career Path;
Stakeholder Engagement;
Engagement;
Health Care Industry;
Quality;
Leading Change;
Performance Improvement;
Personal Development and Career;
Social Media;
Health Industry
Kanter, Rosabeth Moss, and Jonathan Cohen. "Sandra Brown Goes Digital (C): Raising Quality in a Healthcare Company." Harvard Business School Supplement 318-084, March 2018.
- October 2012
- Article
Target the Right Market
By: Jill Avery and Thomas Steenburgh
SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its...
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Keywords:
Marketing;
Market Segmentation;
Customer Defection;
Customer Lifetime Value;
Customer Relationship Management;
CRM;
Market Segmentation And Target Market Selection;
Marketing Strategy;
Product Marketing;
Customer Focus and Relationships;
Customer Value and Value Chain;
Technology Industry;
United States
Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123.
- June 2018
- Teaching Note
Sandra Brown Goes Digital
By: Rosabeth Moss Kanter and Jonathan Cohen
As a middle manager at a biotechnology company, Sandra Brown harnessed digital tools and social media to engage others and build campaigns for change in the company. This Teaching Note presents strategies for teaching the Sandra Brown case series, which follows Brown's...
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