-
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... -
Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Creativity in Advertising: When It Works and When It Doesn’t
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
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,... -
The Best Way to Name a New Product
Sales & Marketing Magazine ArticleWhen an established consumer-packaged-goods (CPG) company introduces a new product, it faces a potentially make-or-break decision: how to brand it. Tying... -
Why We Buy Products Connected to Place, People, and Past
Marketing Digital ArticleResearch on why people are drawn to goods that feel artisanal and handmade. -
Study: Green Advertising Helped BP Recover from the Deepwater Horizon Spill
Sales & Marketing Digital ArticleAreas with more ad spending were less likely to punish BP at the pump. -
How to Profit from “Lean Advertising”
Advertising Magazine ArticleOnline video offers a way to achieve higher engagement with consumers for far less money. -
Brands Are Behaving Like Organized Religions
Sales & Marketing Digital ArticleBut should they? -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
Leaders: Stop Confusing Correlation with Causation
Organizational decision making Digital ArticleIt’s a common mistake — and as companies rely more on data, it’s an increasingly costly one. -
8 Best Practices for Creating a Compelling Customer Experience
Customer strategy Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index. -
A New Gold Standard for Digital Ad Measurement?
Technology and analytics Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
Marico's Chairman on Innovating Across Every Part of the Business
Innovation & Leadership Magazine ArticleWhen the author launched what would become Marico as a division within his family's business, Bombay Oil, it was with product innovation: Instead of selling... -
Yelp's IPO Will Test the Flaws in Its Business Model
Sales & Marketing Digital ArticleYelp's IPO filing comes hot on the heels of successful IPOs and high valuations for Angie's List and Groupon. Yelp's timing reflects both a tech-friendly... -
Can Biometrics Predict a Viral Marketing Campaign?
Sales & Marketing Digital ArticleOur bodies may sense what kind of content people will share. -
4 Elements of a Successful Brand Refresh
Organizational transformation Digital ArticleFocus on products, narrative, pop culture, and customer needs. -
Ads That Don't Overstep
Sales & Marketing Magazine ArticleData gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies... -
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....
-
Procter & Gamble Co. (B)
Sales & Marketing Case Study5.00View Details The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one... -
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... -
Google Inc.: Launching Gmail
Technology & Operations Case Study8.95View Details Google, a very popular Internet search engine firm, has just announced the launch of Gmail, a free, Web-based e-mail service that allows users up to one... -
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... -
A123 Systems: Power. Safety. Life.
Strategy & Execution Case Study8.95View Details A123 Systems, the largest manufacturer of lithium ion batteries in North America, is producing and selling batteries for electric vehicles in China and... -
Minnetonka Corp.: From Softsoap to Eternity
Strategy & Execution Case Study8.95View Details Minnetonka Corp. which was founded in 1964, began as a niche player in the gift soap and novelty toiletries markets. In 1980, it entered--and managed... -
Brand Activism: Nike and Colin Kaepernick
Sales & Marketing Case Study8.95View Details Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted... -
Canyon-Agassi Investing in Charter Schools
Finance & Accounting Case Study8.95View Details After an unusual round of doubles in May 2011, real estate investor Bobby Turner, Managing Partner, Canyon-Agassi Charter School Facilities Fund (CACSFF)... -
Big Boom Beverages: Fight or Flight?
Innovation & Entrepreneurship Case Study8.95View Details Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy... -
The Passion of the Christ (A)
Sales & Marketing Case Study8.95View Details Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of... -
Brighter Smiles for the Masses--Colgate vs. P&G, Japanese Version
Strategy & Execution Case Study8.95View Details In 2000, Procter & Gamble Co. introduced Crest Whitestrips, a new, revolutionary product that allowed consumers to whiten their teeth at home. With Whitestrips,... -
YouTube: Time to Charge Users?
Sales & Marketing Case Study8.95View Details In January 2010, YouTube, the world's largest online video aggregator, was still seeking to become profitable. Was the time right for Google, YouTube's... -
Marketing the National Hockey League
Sales & Marketing Case Study8.95View Details One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market... -
What's the Deal with LivingSocial?, Spanish Version
Sales & Marketing Case Study8.95View Details Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"-in which retailers offer a heavily-discounted... -
Time Life, Inc. (A)
Strategy & Execution Case Study8.95View Details Time Life has historically been a continuity book publisher, selling 20-volume book series via direct mail. Now, however, music and video/TV divisions... -
Marquee: Reinventing the Business of Nightlife
Sales & Marketing Case Study8.95View Details In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City-based nightclub Marquee.... -
Aliada: An Online Platform Matching Maids with Customers in Mexico
Sales & Marketing Case Study8.95View Details This case puts students in the shoes of Mexican entrepreneur Rodolfo Corcuera of the tech startup Aliada, an online platform that matches maids with customers... -
Qatar: Energy for Development
Strategy & Execution Case Study8.95View Details Despite being the richest country in the world on a per capita basis, for analysts Qatar belongs in the group of emerging markets considered "frontier... -
Entrepreneurship in Healthcare IT Services (EHITS) Fall Term 2013: Course Outline and Syllabus, Course Overview Note
Innovation & Entrepreneurship Case Study8.95View Details This is the syllabus and course outline for "Entrepreneurship in Healthcare IT and Services (EHITS), taught by Prof. Bob Higgins in the fall of 2013....
-
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... -
Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Creativity in Advertising: When It Works and When It Doesn’t
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
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,... -
Procter & Gamble Co. (B)
Sales & Marketing Case Study5.00View Details The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one... -
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... -
Google Inc.: Launching Gmail
Technology & Operations Case Study8.95View Details Google, a very popular Internet search engine firm, has just announced the launch of Gmail, a free, Web-based e-mail service that allows users up to one... -
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... -
A123 Systems: Power. Safety. Life.
Strategy & Execution Case Study8.95View Details A123 Systems, the largest manufacturer of lithium ion batteries in North America, is producing and selling batteries for electric vehicles in China and...