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- Faculty Publications (166)
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- June 2022
- Case
Zalando: Becoming the Starting Point for Fashion
By: Antonio Moreno, Leela Nageswaran, Emilie Billaud and Federica Gabrieli
Born in 2008 as a small startup selling flip flops, by mid-2021 Zalando had turned into an online fashion company with an assortment of more than 4,500 international brands, 45 million active customers, and a presence in 23 European markets. An essential component in...
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Keywords:
Transition;
Customer Value and Value Chain;
Digital Platforms;
Distribution;
Order Taking and Fulfillment;
Infrastructure;
Logistics;
Service Operations;
Strategy;
Business Strategy;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Europe
Moreno, Antonio, Leela Nageswaran, Emilie Billaud, and Federica Gabrieli. "Zalando: Becoming the Starting Point for Fashion." Harvard Business School Case 622-070, June 2022.
- 10 Jan 2005
- Research & Ideas
Motivation and the Cross-Sector Alliance
government blames the industrial sector, thus holding manufacturers responsible. The upcoming period of legislative meetings will tackle the new law on containers and packages. There are several proposals, and the last version I have...
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- Research Summary
Overview
Professor Jones researches the history and impact of global firms. In recent years he has prublished extensively on the ecological and social responsibility of business leaders. He has a strong interest in the business history of emerging markets. He founded and...
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Keywords:
Entrepreneurship;
Ethics;
Globalization;
Government and Politics;
History;
Beauty and Cosmetics Industry;
Beauty and Cosmetics Industry;
Beauty and Cosmetics Industry;
Beauty and Cosmetics Industry;
Beauty and Cosmetics Industry;
Africa;
Asia;
Europe;
Latin America;
Middle East;
North and Central America;
Oceania
- 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;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...
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Keywords:
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Influencer Marketing;
Consumer;
Organic Growth;
Video Advertising;
Promotion;
Celebrities;
Online Advertising;
Online Channel;
Online Communities;
Online Community;
Go To Market Strategy;
Platform;
Media;
Media Content;
Digital;
Digital Culture;
Digital Influencers;
Direct To Consumer Marketing;
Direct-to-consumer;
Innovation & Entrepreneurship;
Innovation;
Sales;
Digital Platforms;
Digital Marketing;
Digital Strategy;
Consumer Behavior;
Internet and the Web;
Advertising;
Business Model;
Growth Management;
Marketing;
Marketing Strategy;
Marketing Channels;
Marketing Communications;
Communication Strategy;
Innovation Strategy;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
United States;
North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in...
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Keywords:
Marketing;
Brand Building;
Brand Management;
Brand Positioning;
Competitive Positioning;
Brands and Branding;
Economics;
Marketing Communications;
Marketing Strategy;
Advertising Campaigns;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- 12 Apr 2010
- Research & Ideas
One Report: Better Strategy through Integrated Reporting
electronics company Philips; the Danish pharmaceutical company Novo Nordisk; the Brazilian cosmetics company Natura; and the U.S.-based technology and aerospace company United Technologies all come to mind. All have done a very good job...
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Keywords:
by Martha Lagace
- 2013
- Working Paper
Debating the Responsibility of Capitalism in Historical and Global Perspective
By: Geoffrey Jones
This working paper examines the evolution of concepts of the responsibility of business in a historical and global perspective. It shows that from the nineteenth century American, European, Japanese, Indian and other business leaders discussed the responsibilities of...
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Keywords:
Rachel Carson;
Sustainability;
Local Food;
Operations Management;
Supply Chain;
Business And Society;
Business Ethics;
Business History;
Corporate Philanthropy;
Corporate Social Responsibility;
Corporate Social Responsibility And Impact;
Environmentalism;
Environmental Entrepreneurship;
Environmental And Social Sustainability;
Ethics;
Globalization;
History;
Religion;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Asia;
Europe;
Latin America;
Middle East;
North and Central America;
Africa
Jones, Geoffrey. "Debating the Responsibility of Capitalism in Historical and Global Perspective." Harvard Business School Working Paper, No. 14-004, July 2013.
- Teaching Interest
Overview
I currently teach the history of global entrepreneurship over the last 200 years. The 28-session course called Entrepreneurship and Global Capitalism has become one of the most popular second year electives in the MBA program at the Harvard Business School. The cases,...
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Keywords:
Business History;
Government And Business;
International Business;
Globalization;
History;
Government and Politics;
Entrepreneurship;
Ethics;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Agriculture and Agribusiness Industry;
Africa;
Asia;
Europe;
Latin America;
Middle East;
North and Central America;
Oceania
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