John A. Quelch
There are 25 articles for this faculty member.
About Faculty in this Article:
John A. Quelch is the Lincoln Filene Professor of Business Administration at Harvard Business School.
The Marketing Challenges of the China Olympics
| Published: | May 1, 2008 |
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| Feature: | Research & Ideas |
The Olympic Games are normally a marketer's dream. Not so much this year, given widespread protests against the Chinese government. Professor John Quelch outlines the branding challenges posed by this year's Games in Beijing.
Four Companies that Conquered America
| Published: | April 2, 2008 |
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| Feature: | Research & Ideas |
Any self-respecting global company needs to compete in the United States, but many have floundered on its shores. Professor John Quelch spotlights the strategies of four that succeeded: Royal Bank of Scotland, IKEA, ING, and Dyson.
Finding Success in the Middle of the Market
| Published: | March 19, 2008 |
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| Feature: | Research & Ideas |
Let's face it—the middle market isn't sexy. Sears isn't Victoria's Secret. But it can be very profitable to know how to play "midfield" adroitly, says professor and soccer enthusiast John Quelch.
Marketing Your Way Through a Recession
| Published: | March 3, 2008 |
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| Feature: | Research & Ideas |
In a recession, consumers become value oriented, distributors are concerned about cash, and employees worry about their jobs. But a downturn is no time to stop spending on marketing. The key, says professor John Quelch, is to understand how the needs of your customers and partners change, and adapt your strategies to the new reality.
Does Democracy Need a Marketing Manager?
| Q&A with: | John A. Quelch and Katherine E. Jocz |
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| Published: | February 11, 2008 |
| Feature: | Research & Ideas |
It's more than coincidence that we feel more association with our favorite consumer brands than with our elected politicians or government institutions. Can the power of marketing be used to promote public participation in politics? Harvard Business School professor John A. Quelch and research associate Katherine E. Jocz discuss their new book, Greater Good: How Good Marketing Makes for Better Democracy. Plus: book excerpt.
If Marketing Experts Ran Elections
| Published: | January 17, 2008 |
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| Feature: | Research & Ideas |
Most Americans seem indifferent about the political process, judging by lackluster voter turnout historically, although the primaries so far seem to be bucking the trend. Professor John Quelch discusses what politicians can learn from consumer marketing.
Published in 2007
When Your Product Becomes a Commodity
| Published: | December 14, 2007 |
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| Feature: | Views on News |
Like death and taxes, commoditization of your products is a given. Marketing professor John Quelch offers tips for delaying the inevitable and dealing with it once it arrives.
HBS Cases: One Laptop per Child
| Q&A with: | John A. Quelch |
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| Published: | December 10, 2007 |
| Feature: | Lessons from the Classroom |
The One Laptop per Child initiative wants to develop and distribute $100 laptops to poor children around the world. Despite eager observers and exciting breakthroughs technologically, it has found the path to customers more rocky than anticipated. Marketing has some answers, as a new case study details. Q&A with HBS professor John Quelch.
B2B Branding: Does it Work?
| Published: | November 28, 2007 |
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| Feature: | Research & Ideas |
Does it make sense for B2B companies to take a cue from consumer companies and invest in brand awareness? Many B2B CEOs say no, but HBS marketing professor John Quelch disagrees in his latest blog entry.
How Marketing Hype Hurt Boeing and Apple
| Published: | November 7, 2007 |
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| Feature: | Views on News |
In his latest blog entry, professor John Quelch looks at the examples of Boeing and Apple to investigate why shareholders have little patience for companies that hype high but deliver low.
Why Global Brands Work
| Published: | October 17, 2007 |
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| Feature: | Research & Ideas |
Japanese automakers create single products and brands for worldwide consumption, while Ford customizes products for local markets. You know who won. Why do global brands work? What makes them work? Professor John Quelch provides some answers.
"Blank" Inside: Branding Ingredients
| Published: | October 10, 2007 |
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| Feature: | Research & Ideas |
When Intel launched the Intel Inside campaign in the 1990s, many marketers thought the chip giant was nuts. Who cared about the microprocessor inside their PC? Turns out Intel created a branding sensation and raised awareness of the importance of ingredient branding, says professor John Quelch. Today's best example: The Boeing Dreamliner.
How to be a Customer
| Published: | September 20, 2007 |
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| Feature: | Research & Ideas |
Sure, most marketing efforts aim to influence consumer behavior. But consumers can also market themselves to influence vendors, says Professor John Quelch. Want to get a little extra whipped cream from your neighborhood barista? Here are tips to become a valuable customer.
How Brand China Can Succeed
| Published: | September 18, 2007 |
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| Feature: | Research & Ideas |
A series of recent setbacks including the Mattel toy recalls threaten China's new and improving image, says Professor John Quelch. There is just not enough preexisting brand equity among the world's consumers to inoculate Brand China against the current tide of negative publicity. What should the country do to polish its image?
How to Profit from Scarcity
| Published: | September 14, 2007 |
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| Feature: | Research & Ideas |
This past summer's launches of the iPhone and final Harry Potter book were textbook examples of companies profiting in part by creating the illusion of scarcity. Professor John Quelch explains the advantages of this strategy when executed well, and tells how to recover from a real product shortage.
Mattel: Getting a Toy Recall Right
| Published: | August 27, 2007 |
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| Feature: | Views on News |
Mattel has been criticized heavily for having to recall not once but twice in as many weeks 20 million toys manufactured in China. But Mattel also deserves praise for stepping up to its responsibilities as the leading brand in the toy industry. Harvard Business School professor John Quelch examines what Mattel did right.
The Business of Global Poverty
| Published: | April 4, 2007 |
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| Feature: | Research & Ideas |
Nearly half of the planet's population subsists on $2 a day or less. What role should business play as the world confronts what may be the most explosive socioeconomic challenge of the new century?
Business and the Global Poor
| Published: | February 5, 2007 |
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| Feature: | Research & Ideas |
Companies have more or less ignored 80 percent of the world's population—the global poor. The new book Business Solutions for the Global Poor, created from research and a conference at Harvard Business School, shows how both business and societal interests can be served at the base of the economic pyramid. A Q&A with co-editor V. Kasturi Rangan.
Published in 2005
The New International Style of Management
| Published: | July 11, 2005 |
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| Feature: | Research & Ideas |
Today's transnational road warriors and the businesses they work for are forging an international style of business, say Harvard Business School faculty and alumni. Do you speak their language?
The Tricky Business of Nonprofit Brands
| Q&A with: | John A. Quelch |
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| Published: | March 14, 2005 |
| Feature: | Research & Ideas |
Coca-Cola, move over. Many of the world's best-known brands belong to nonprofits, but the brand management issues these organizations face can be quite different. A conversation with professor John A. Quelch and collaborator Nathalie Laidler-Kylander.
