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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
And Now, a Word from Our Sponsor (Commentary for HBR Case Study)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
The Saatchi Ouster Shows Leaders Need to Be Gender Smart, Not Gender Blind
Global Business Digital ArticleKevin Roberts just lost his job over opinions many managers share. -
Case Study: One Employee Went Freelance. Now Everyone Wants the Same Deal
Human resource management Magazine ArticleAn advertising firm considers how to stem the tide of departures. -
The Social Cost of Bad Online Marketing
Sales & Marketing Digital ArticleStop feeding the bears. -
How Prices, Ad Expenditures, and Profits Are Linked
Sales & Marketing Magazine ArticleCoordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship.... -
Creating the Most Frightening Company on Earth: An Interview with Andy Law of St. Luke's
Innovation & Entrepreneurship Magazine ArticleThough only five years old, employee-owned St. Luke's Communications has become one of the most talked about advertising agencies in the United Kingdom,... -
Just My Type
Sales & Marketing Magazine ArticleYour choice of typeface tells customers whether your brand is attractive, innovative, dishonest, or unpleasant. -
New Laws of the Jingle
Sales & Marketing Magazine ArticleDoes the ad jingle have a future? HBR senior editor Leigh Buchanan points out the appeal of simplicity in a complicated age. -
Don't Count on Free Trials to Win You Customers
Sales & Marketing Digital ArticleResearch reveals the limitations of a "freemium" approach. -
Comparing the ROI of Content Marketing and Native Advertising
Sales & Marketing Digital ArticleWhich one should you invest in? -
Us vs. Them: The Minefield of Comparative Ads
Sales & Marketing Magazine ArticleA new trademark law took effect January 1, 1989, that clarifies the basis for taking competitors to federal court for making reckless claims in comparative... -
The Future of Marketing, as Seen at Cannes Lions
Sales & Marketing Digital ArticleMomentum is with brands, not agencies. -
When People Pay Attention to Video Ads and Why
Sales & Marketing Digital ArticleContext is key. -
Stick to the Core--Or Go for More? (Commentary for HBR Case Study)
Strategy & Execution Magazine ArticleGeorge Caldwell, cofounder of Advaark, a cutting-edge ad agency, was listening hard to his biggest client, John McWilliams, CEO of GlobalBev. McWilliams... -
How GDPR Will Transform Digital Marketing
Sales & Marketing Digital ArticleExpect increased contextual advertising. -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Assessing the Long-Term Value of Advertising
Sales & Marketing Magazine ArticleAdvertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the... -
Advertising: "The Poetry of Becoming"
Sales & Marketing Magazine ArticlePeople don't take vacations to "get away from it all," states marketing guru Ted Levitt, but to escape from modern commercialism. And the chief culprit...
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V-Cola: Confidential Instructions for Mark Ketting Chief Marketing Officer, Trek Beverages
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Amanda and Kristen: Mented Cosmetics
Innovation & Entrepreneurship Case Study8.95View Details The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial... -
Food for thought: The "Junk Food" Act in Peru, Spanish Version
Global Business Case Study8.95View Details On Friday, May 24, 2013, Peru's President, Ollanta Humala Tasso, had one week left to decide whether he would finally sign into law a bill that had fueled... -
Publicis Groupe 2021: Changing Nearly Everything
Leadership & Managing People Case Study8.95View Details After succeeding long-time CEO Maurice Levy as top leader of the world's third largest advertising, marketing, and communications company, headquartered... -
V-Cola: Confidential Instructions for C.F. Oh Chief Financial Officer, Trek Beverages
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Transportation Displays, Inc. (A)
Finance & Accounting Case Study8.95View Details William Apfelbaum, president and CEO of Transportation Displays, Inc., must restructure both the company's method of doing business and its liabilities... -
Rossin Greenberg Seronick & Hill, Inc. (C)
Sales & Marketing Case Study5.00View Details Teaching objectives: 1) to consider legal and other obligations advertising agencies owe to their clients, 2) to show how aggressive marketing can lead... -
MedNet.com Confronts 'Click-Through' Competition
Strategy & Execution Case Study8.95View Details In January 2007, "MedNet.com" is a leading website that provides science-based health information free of charge to online visitors. MedNet communicates... -
Howard Koh and Public Health Campaigns for Tobacco Control and Organ Donation
Innovation & Entrepreneurship Case Study8.95View Details Years before Harvard University Professor Howard Koh was appointed by President Barack Obama as the 14th U.S. Assistant Secretary for Health (2009-2014)... -
Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)
Management Case Study5.00View Details In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The... -
Gupta Media: Performance Marketing in the Digital Age
Sales & Marketing Case Study8.95View Details Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social... -
Gillette Co.: Dry Idea Advertising (A), Video Introduction
Sales & Marketing Case Study5.00View Details Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and... -
Retail Media Networks
Sales & Marketing Case Study8.95View Details In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets... -
Dumb Ways To Die: Advertising Train Safety (C)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Daktronics (D): Keen on Lean Manufacturing at Daktronics, Inc.
Leadership & Managing People Case Study5.00View Details For over forty years, Daktronics, Inc. had been one of the world's leading suppliers of electronic scoreboards, large electronic display systems, digital... -
Siemens Corp. (B): Corporate Advertising for 1996
Sales & Marketing Case Study5.00View Details Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results... -
Saatchi & Saatchi Co. PLC: Corporate Strategy
Strategy & Execution Case Study8.95View Details Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas... -
Hewlett-Packard (A)
Sales & Marketing Case Study8.95View Details Since its controversial merger with Compaq, Hewlett-Packard had been under pressure by analysts and some stockholders to divest itself of its low-margin... -
G. Heileman Brewing Co. (B): The "Nightline" Decision
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Boston Fights Drugs (A): Designing Communications Research
Sales & Marketing Case Study8.95View Details Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using...
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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
And Now, a Word from Our Sponsor (Commentary for HBR Case Study)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
V-Cola: Confidential Instructions for Mark Ketting Chief Marketing Officer, Trek Beverages
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Amanda and Kristen: Mented Cosmetics
Innovation & Entrepreneurship Case Study8.95View Details The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial... -
If You Love Something, Let It Go Mobile: Mobile Marketing And Mobile Social Media 4x4
Technology & Operations Digital ArticleSocial media applications-including collaborative projects, micro-blogs/blogs, content communities, social networking sites, and virtual worlds-have become... -
The Saatchi Ouster Shows Leaders Need to Be Gender Smart, Not Gender Blind
Global Business Digital ArticleKevin Roberts just lost his job over opinions many managers share. -
Case Study: One Employee Went Freelance. Now Everyone Wants the Same Deal
Human resource management Magazine ArticleAn advertising firm considers how to stem the tide of departures. -
Food for thought: The "Junk Food" Act in Peru, Spanish Version
Global Business Case Study8.95View Details On Friday, May 24, 2013, Peru's President, Ollanta Humala Tasso, had one week left to decide whether he would finally sign into law a bill that had fueled... -
Publicis Groupe 2021: Changing Nearly Everything
Leadership & Managing People Case Study8.95View Details After succeeding long-time CEO Maurice Levy as top leader of the world's third largest advertising, marketing, and communications company, headquartered...