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- Faculty Publications (1)
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- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
hard selling—and a great way to do that is to spend a little brand equity on playfulness to spark conversations. The Rules Of Play Marketing—in the form of the mish-mosh of online posting, uploading, commenting, and sharing on YouTube,...
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- March 2017 (Revised December 2018)
- Case
Reawakening the Magic: Bob Iger and the Walt Disney Company
By: David Collis and Ashley Hartman
Mickey Mouse, Snow White, and Buzz Lightyear strolled down Main Street at the grand opening of Hong Kong Disney in the fall of 2005, pausing to snap selfies with enthusiastic children in Mickey Mouse ears. Bob Iger, newly appointed CEO of The Walt Disney Company,...
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Keywords:
Franchise Management;
Brand Management;
Culture Change;
Business Units;
Acquisition Strategy;
Technological Change;
Disney;
ESPN;
Cord-cutting;
Bob Iger;
Strategy;
Corporate Strategy;
Competitive Advantage;
Diversification;
Integration;
Media;
Media and Broadcasting Industry;
Entertainment and Recreation Industry;
Consumer Products Industry
Collis, David, and Ashley Hartman. "Reawakening the Magic: Bob Iger and the Walt Disney Company." Harvard Business School Case 717-483, March 2017. (Revised December 2018.)
- 17 Oct 2017
- First Look
First Look at New Research and Ideas, October 17, 2017
permanent sharing, temporary sharing affects both whether and what people reveal. Specifically, temporary sharing increases compliance with the request to take a selfie (study 1) and induces greater disclosure risks (i.e., people exhibit...
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Keywords:
Sean Silverthorne
- 20 Aug 2014
- Research & Ideas
Why the ALS Ice Bucket Challenge is a Social Media Blockbuster
than, press coverage. Selfies with Ford carried the incidental meaning that he was one of the people, a fun-loving regular guy. He began to make himself selfie-friendly. “The challenge that brands encounter...
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by John Deighton
- 22 May 2017
- Lessons from the Classroom
A Luxury Industry Veteran Teaches the Importance of Aesthetics to Budding Business Leaders
to the judges—five teams in each of the two class sessions that Brown taught this spring. Ideas included ways to revive existing luxury brands (marketing diamonds Shreve, Crump & Low to a younger audience, for example) as well as ways...
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- 25 Jun 2019
- Research & Ideas
The Powerful Strategic Tool Companies Should Not Try to Control
World Nutella Day, held on February 5, inspired more than 40,000 Instagram posts as fans of the chocolate-hazelnut spread shared recipe videos, memes, and selfies with jars. It was free marketing for Nutella maker Ferrero, which almost...
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Keywords:
by Danielle Kost