- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
Countries such as Israel now realize they need to engage in public diplomacy as well as foreign diplomacy, and in place branding, not just political advocacy, says Elie Ofek. Open for comment; Comment(s) posted.
- 30 May 2018
- Research & Ideas
Should Retailers Match Their Own Prices Online and in Stores?
For multichannel retailers, pricing strategy can be difficult to execute and confusing to shoppers. Research by Elie Ofek and colleagues offers alternative approaches to getting the price right. Open for comment; Comment(s) posted.
- 22 Nov 2016
- First Look
November 22, 2016
Résumé whitening ... Breakfast at the Paramount ... AnswerDash looks for answers.
- 25 Oct 2016
- First Look
October 25, 2016
The challenge of explaining pivots to investors ... What's an innovation worth? ... How a manager's ethnic culture affects their communications with investors.
- 04 Mar 2014
- Sharpening Your Skills
Sharpening Your Skills: Managing Innovation
Sharpening Your Skills curates a wide range of Harvard Business School's research and ideas around vital topics in business management. Closed for comment; 0 Comment(s) posted.
- 23 Apr 2012
- Research & Ideas
How to Brand a Next-Generation Product
Upgrades to existing product lines make up a huge part of corporate research and development activity, and with every upgrade comes the decision of how to brand it. Harvard Business School marketing professors John T. Gourville and Elie Ofek teamed up with London Business School's Marco Bertini to suss out the best practices for naming next-generation products. Key concepts include: Companies often take one of two tacks in naming a next-generation product—the sequential naming approach or the complete name change approach. Experimental research showed that each naming approach affects customer expectations. With a name change, research participants expected features that were distinctly different or new. With a name continuation, they just expected improved performance on existing features. Companies must assess risk versus reward when branding a product upgrade, weighing the excitement generated by a new name against the danger of scaring away customers who worry that new features pose the threat of new glitches and a steep learning curve. Closed for comment; 19 Comment(s) posted.
- 12 Dec 2011
- HBS Case
HBS Cases: Clocky, the Runaway Alarm Clock
There had not been an innovative breakthrough in alarm clock design since the snooze button until entrepreneur Gauri Nanda created Clocky. Her runaway hit has been the inspiration for several cases written by Professor Elie Ofek. Closed for comment; 8 Comment(s) posted.
Israel Turns 70: Does it Need a Rebrand?
When market research revealed that many people associated Israel with military and political conflict, the country knew a rebrand was in order. In this podcast, Elie Ofek discusses the campaign's results. Open for comment; Comment(s) posted.