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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,... -
When Upbeat Commercials Backfire
Marketing Digital ArticleMarketers, take note. -
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... -
Stick to the Core—or Go for More?
Strategic planning Magazine ArticleAdvaark achieved phenomenal success selling one service very well. But now customers are asking for more, creating a strategic dilemma that could tear the company apart. -
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. -
How Prices, Ad Expenditures, and Profits Are Linked
Marketing Magazine ArticleWhat, if any, is the relationship among prices, advertising expenditures, and return on investment? Prior research has yielded inconclusive answers to this question, but in analyzing data from 227 consumer businesses, the authors have found a consistent pattern. Companies with relatively high prices and high advertising expenditures, for instance, had higher profits than companies with […] -
WPP’s CEO on Turning a Portfolio of Companies Into a Growth Machine
Growth strategy Magazine ArticleFinding the synergies in a holding company -
Us vs. Them: The Minefield of Comparative Ads
Marketing Magazine ArticleTo introduce its more effective eye drops, Schering-Plough took aim at the market leader with this line in its magazine ads: “New OcuClear relieves three times longer than Visine.” To tout its exclusive manufacturing process that makes Folgers decaffeinated crystals produce darker coffee, Procter & Gamble ran print ads with Folgers and “the leading brand” […] -
Ad Spending: Growing Market Share
Marketing Magazine ArticleMost consumer goods markets are static, so to gain share you have to outspend the competition by a huge amount. -
Advertising: “The Poetry of Becoming”
Business ethics Magazine ArticleAdvertising! What’s a civilized person to make of it? Let’s face it, advertising gets on everybody’s nerves. It intrudes everywhere, invariably and by design. Its job is to get at you, whether you’re ready or not, in the mood or not, especially when you’re off guard and in places you least expect or want it. […] -
The Social Cost of Bad Online Marketing
Sales & Marketing Digital ArticleStop feeding the bears. -
Are You Undervaluing Your Customers?
Customer experience SpotlightIt’s time to start measuring and managing their worth. -
Riding the Marketing Information Wave
Market research Magazine ArticleToo many products. Too many ads. The daily torrent of data has made customer information systems more important than ever. -
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,... -
Former Skeptics Can Be Your Best Spokespeople
Marketing Digital ArticleA close look at ad campaigns from Hillary Clinton and Apple. -
What Psychological Targeting Can Do
Marketing Magazine ArticleAnd how to use it ethically -
New Laws of the Jingle
Marketing Magazine ArticleCultural critics mourn the passing of any art form—be it the silent movie, the pinup, or the penny dreadful. The most recent subject of eulogy is the jingle, pronounced dead by, among others, the Boston Globe and Steve Karmen, author of the new book Who Killed the Jingle? Guilty parties include the high cost of […] -
Just My Type
Sales & Marketing Magazine ArticleYour choice of typeface tells customers whether your brand is attractive, innovative, dishonest, or unpleasant.
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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... -
Headspace vs. Calm: A Mindful Competition
Sales & Marketing Case Study8.95View Details By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated... -
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... -
Word of Mouth Marketing: SheSpeaks
Sales & Marketing Case Study8.95View Details Aliza Freud partnered with Josh McKay (both CBS '01) to launch SheSpeaks, a word-of-mouth (WOM) marketing community, in 2007. What business model would... -
Amazon Shopper Panel: Paying Customers for Their Data
Sales & Marketing Case Study8.95View Details This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through... -
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...
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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,... -
When Upbeat Commercials Backfire
Marketing Digital ArticleMarketers, take note. -
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... -
Stick to the Core—or Go for More?
Strategic planning Magazine ArticleAdvaark achieved phenomenal success selling one service very well. But now customers are asking for more, creating a strategic dilemma that could tear the company apart. -
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.