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- News (63)
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- Faculty Publications (27)
Show Results For
-
All HBS Web
(163)
- News (63)
- Research (41)
- Events (1)
- Multimedia (1)
- Faculty Publications (27)
- June 2014
- Article
Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims
By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory....
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Keywords:
Marketing Communication;
Brand Building;
Brand Management;
Brands;
Advertising;
Consumer Psychology;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Consumer Behavior;
Marketing Strategy;
Advertising Industry;
Consumer Products Industry
Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
- 01 Jun 2005
- News
Full Circle
pre-vet course of study at Texas A&M but was lured to the booming oil and gas industry after graduation. He applied to HBS a few years later and went to Wall Street after leaving Soldiers Field. Anderson worked for Donaldson, Lufkin & Jenrette and Goldman Sachs before...
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- 14 May 2020
- Blog Post
A PRIDE Farewell
LGBTQ+ prospective students which yielded a registration-to-attendance conversion rate 2x that of comparable programs. Hosted the first oversubscribed LGBTQ+ Student Visit Day. Hosted exclusive LGBTQ+ leader fireside chats with Barry’s CEO Joey Gonzalez and former...
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- 01 Jun 2004
- News
Alumni Clubs Click with New Web Services
says. The Houston club has also seen an increase in turnout at events because it’s now much easier for alumni to go online and check the events calendar — a feature available to every Harris Web site. In fact, alumni can check the events...
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- 14 Jan 2022
- Blog Post
Embracing Activism for Social Change
they happen. “Our model was a program we researched in Houston that’s working well,” Mendu says. “I was able to lead the training session for the Detroit effort, which was an honor for me.” Enabling Career Exploration Each year, the HBS...
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- 05 Aug 2014
- First Look
First Look: August 5
available. Purchase this case: http://hbr.org/product/Oceanbulk-Maritime-S-A---/an/914416-PDF-ENG Harvard Business School Case 414-044 Houston We Have A Problem: NASA and Open Innovation (A) Jeff Davis, director of Space Life Sciences...
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Keywords:
Sean Silverthorne
- August 2021
- Teaching Note
IBM Watson at MD Anderson Cancer Center
By: Shane Greenstein and Mel Martin
Teaching Note for HBS Case No. 621-022.
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Keywords:
Decision Making;
Technological Innovation;
Innovation Strategy;
Knowledge Management;
Knowledge Use and Leverage;
Operations;
Failure;
Information Technology;
Applications and Software;
Health Care and Treatment;
Product Development;
Health Industry;
Information Technology Industry;
Technology Industry;
United States;
Houston;
Texas
- 21 Jul 2006
- Op-Ed
Enron Jury Sent the Right Message
that shadowy area between the clear light of right-doing and the clear light of wrong-doing. What the jurors in Houston in effect told us is to forget about pushing the limits of legal compliance. They told us that what we need is a more...
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Keywords:
by Malcolm S. Salter
- 01 Mar 2003
- News
All in a Day's Work
‘desk’ part of this position would suit me,” says Oakes, an Austin, Texas, native who worked for the Fifth Ward Community Redevelopment Corporation in Houston before enrolling at HBS. “In my last job, I was always out in the field, on...
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- 01 Dec 2002
- News
The Campaign for Harvard Business School
event will include a presentation by an HBS faculty member. Watch for details. Atlanta* November 10, 2004 New York* November 30, 2004 Houston January (tbd), 2005 San Francisco* February 1, 2005 Los Angeles February 2, 2005 Chicago* March...
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- 26 Jul 2018
- News
Running the Numbers
leading by example, a conviction evident in her involvement in an annual gathering that brings together students and professionals who share her keen interest in understanding and expanding the role of analytics in sports businesses. Launched by Gelman in 2006 with...
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Keywords:
Deborah Blagg
- 10 Jan 2020
- Blog Post
PRIDE in the HBS Community
Cod. HBS is about educating leaders that make a difference in the world, so PRIDE frequently engages with queer leaders and asks them to speak to club members. Two that came to campus this semester were Joey Gonzalez, CEO of Barry’s Bootcamp, and Annise Parker, former...
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- 28 Mar 2019
- News
California Alumni Explore Role of Capitalism in Addressing Climate Change
the urgency.” Webster said the BEI’s Climate Change series for alumni launched with a roundtable discussion in San Francisco last year, followed by events in Miami, Washington DC, New York, and Boston. Future events are planned for Chicago in May and for View Details
Keywords:
Margie Kelley
- Profile
Sheila Lirio Marcelo
But she would not have it any other way. Born to entrepreneurial parents who ran a variety of businesses, the precocious Marcelo was curious at an early age about business processes and asked endless questions about the work environment. When the family moved to View Details
- Profile
Prita Kumar
wellness growing up,” she said, referring to Booya Fitness, her nascent startup venture. From the age of 12, when the scorching Houston summers kept her indoors, Kumar started working out to fitness DVDs such as Billy Blanks Tae Bo...
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- 18 Oct 2021
- Blog Post
Embracing Activism for Social Change
assess situations and connect at-risk individuals with support services as needed,” Mendu says. A third component of the initiative pairs mental health clinicians with outreach workers for the homeless to head off potential crises before they happen. “Our model was a...
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- April 2011 (Revised April 2011)
- Supplement
Fleet Oil Company: An Exercise
The exercise, which adapts a famous experiment by experimental psychologist Thomas Gilovich, is designed to show both the ubiquity of analogy or associative thinking more generally and its potential perils. Students are presented with a scenario in which an oil company...
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Keywords:
Business Headquarters;
Crime and Corruption;
Decisions;
Non-Renewable Energy;
Cost;
Production;
Performance Productivity;
Research and Development;
Energy Industry;
Atlanta;
Houston
Gavetti, Giovanni. "Fleet Oil Company: An Exercise." Harvard Business School Supplement 711-512, April 2011. (Revised April 2011.)
- 07 Sep 2021
- News
Embracing Activism for Social Change
needed,” Mendu says. A third component of the initiative pairs mental health clinicians with outreach workers for the homeless to head off potential crises before they happen. “Our model was a program we researched in Houston that’s...
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Keywords:
Deborah Blagg
- 13 Jul 2016
- News
From Money to Ministry
accessible to them.” For all he was learning in his fast-paced career, Quainton was increasingly active in his church, where he volunteered to run a Bible study for the many men who were losing their jobs when the Houston economy tanked...
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Keywords:
Margie Kelley