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The New Science of Viral Ads
Sales & Marketing Magazine ArticleAs commercials migrate from television to the Internet, marketers need to use different techniques to keep viewers watching--and to encourage them to... -
Welcome to the Future of Advertising Insight Center
Sales & Marketing Digital ArticleAfter decades of stasis, all hell is breaking loose in the ad business. -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
The Best Advertising is Sincere
Brand management Digital ArticleThis old-fashioned virtue drives the most successful marketing. -
8 Best Practices for Creating a Compelling Customer Experience
Strategy & Execution Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index. -
Advertising Makes Us Unhappy
Sales & Marketing Magazine ArticleAds tell us about attractive new offerings we might want to try. But it could be they also make us feel discontent with what we currently have--and diminish... -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
Blogger in Their Midst (HBR Case Study and Commentary)
Sales & Marketing Magazine ArticleIt was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the... -
Why Nauseating Diamond Ads Are Here to Stay
Sales & Marketing Digital ArticleShe receives something shiny. She gasps! -
Is Programmatic Advertising the Future of Marketing?
Sales & Marketing Digital ArticleMachines are taking over much of what marketers do today. -
How Retailers Became Ad Platforms
Sales & Marketing Digital ArticleIt's a major growth opportunity - if companies can navigate the strategic challenges. -
Getting Beyond the Narcissism/Advertising Complex
Innovation & Leadership Digital ArticleThe world is full of real problems that need solving. -
Why Marketers Are Returning to Traditional Advertising
Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
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... -
Will Wall Street Be Able to Earn the Trust of Younger Investors?
Innovation & Leadership Digital ArticleFinance is facing the same challenges that have upended industries like television. -
Yelp's IPO Will Test the Flaws in Its Business Model
Communication 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... -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH (HBR OnPoint Enhanced Edition)
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,... -
Marketing Malpractice: The Cause and the Cure
Sales & Marketing Magazine ArticleTed Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill--they want a quarter-inch hole." But 35 years later,... -
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... -
Four Lean Advertising Campaigns That Went Viral
Advertising Digital ArticleInexpensive videos can sell products, but you’ve got to know what works (and what doesn’t).
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Managing Online Reviews on TripAdvisor
Sales & Marketing Case Study11.95View Details In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services,... -
Chevron Corp.: Corporate Image Advertising
Sales & Marketing Case Study11.95View Details Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches... -
Nestle Italy
Sales & Marketing Case Study11.95View Details Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being... -
The Pokemon Company: Evolving into an Everlasting Brand
Management Case Study11.95View Details Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands... -
Volkswagen in India
Sales & Marketing Case Study11.95View Details The case traces the entry of Volkswagen (VW) in India at a time when India will play a key role in fulfilling VW's global ambitions. The case describes... -
Innocents Abroad: Currencies and International Stock Returns
Finance & Accounting Case Study11.95View Details What do international stocks contribute to the portfolio of a U.S. investor? How do currencies interact with stock price movements in determining the... -
The Passion of the Christ (A)
Sales & Marketing Case Study11.95View 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... -
Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch
Sales & Marketing Case Study11.95View Details Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags,... -
On Two Wheels in Paris: The Velib' Bicycle-Sharing Program
Strategy & Execution Case Study11.95View Details French advertising company JCDecaux and the city of Paris jointly developed Vélib', a wildly popular bicycle sharing system. Despite Vélib's public appeal,... -
Bee-ing Better at Bombas
Sales & Marketing Case Study11.95View Details David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the "best socks in the history of feet," and to donate socks (the... -
Digital Marketing at HBS Online
Sales & Marketing Case Study11.95View Details In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021... -
Cancer Treatment Centers of America: Scaling the Mother Standard of Care
Leadership & Managing People Case Study11.95View Details The CEO of a private and growing national network of specialty care hospitals focusing on advanced-stage and complex cancer treatments reflects on the... -
Wheaties: Reinvigorating an Iconic Brand (A)
Sales & Marketing Case Study11.95View Details In the spring of 2008, the marketing manager of Wheaties was getting ready for a meeting to discuss ideas about how to reinvigorate one of the most iconic... -
Accretive Health
Innovation & Entrepreneurship Case Study11.95View Details Mary Tolan, CEO Accretive Health, examines whether to expand the company's operations in hospital revenue cycle management into the field of Total Cost... -
U.S. Army
Sales & Marketing Case Study11.95View Details After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to... -
Market Design in Online Businesses (Abridged), Module Note
Strategy & Execution Case Study8.95View Details The purpose of this note is to characterize the challenges entrepreneurs may face in creating a well-functioning ecosystem of users, and to equip entrepreneurs... -
Kraft Heinz: The $8 Billion Brand Write-Down
Sales & Marketing Case Study11.95View Details On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company's stock price fell 27%, wiping out $16... -
Promontory, Inc.
Innovation & Entrepreneurship Case Study8.95View Details Promontory, Inc. is a small, privately-owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago... -
Brighter Smiles for the Masses--Colgate vs. P&G
Strategy & Execution Case Study11.95View Details In 2000, Procter & Gamble Co. introduced Crest Whitestrips, a new, revolutionary product that allowed consumers to whiten their teeth at home. With Whitestrips,... -
GroupM India: The Human Dimension of Digital Transformation (B)
Organizational Development Case Study5.00View Details Case B describes the digital transformation process GroupM India undertook from 2013 to 2016. To respond to the challenges highlighted in Case A - product,...
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The New Science of Viral Ads
Sales & Marketing Magazine ArticleAs commercials migrate from television to the Internet, marketers need to use different techniques to keep viewers watching--and to encourage them to... -
Managing Online Reviews on TripAdvisor
Sales & Marketing Case Study11.95View Details In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services,... -
Chevron Corp.: Corporate Image Advertising
Sales & Marketing Case Study11.95View Details Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches... -
Welcome to the Future of Advertising Insight Center
Sales & Marketing Digital ArticleAfter decades of stasis, all hell is breaking loose in the ad business. -
Nestle Italy
Sales & Marketing Case Study11.95View Details Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being... -
The Pokemon Company: Evolving into an Everlasting Brand
Management Case Study11.95View Details Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands... -
Volkswagen in India
Sales & Marketing Case Study11.95View Details The case traces the entry of Volkswagen (VW) in India at a time when India will play a key role in fulfilling VW's global ambitions. The case describes... -
Innocents Abroad: Currencies and International Stock Returns
Finance & Accounting Case Study11.95View Details What do international stocks contribute to the portfolio of a U.S. investor? How do currencies interact with stock price movements in determining the... -
The Passion of the Christ (A)
Sales & Marketing Case Study11.95View 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... -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in?