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.
"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.
Published in 2005
The Truck Driver Who Reinvented Shipping
| Published: | October 3, 2005 |
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| Feature: | Research & Ideas |
Malcolm P. McLean (1914-2001) hit on an idea to dramatically reduce labor and dock servicing time. An excerpt from In Their Time: The Greatest Business Leaders of the Twentieth Century by Harvard Business School's Anthony J. Mayo and Nitin Nohria.
