Marketing: Articles, Research, & Case Studies on Marketing – HBS Working Knowledge

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23 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part Two

by Martha Lagace

How do you make the jump from leading a small team in the proverbial garage to heading a multibillion-dollar business? HBS professor Nancy F. Koehn has answers. Second of two parts. Closed for comment; 0 Comment(s) posted.

16 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part One

by Martha Lagace

What can we learn from the lives of six masterful entrepreneurs from 1759 through the present day? Lots, according to HBS professor Nancy F. Koehn, as she explains in a conversation about her latest book. Closed for comment; 0 Comment(s) posted.

09 Apr 2001
Research & Ideas

Marketing a Country: Promotion as a Tool for Attracting Foreign Investment.

by Louis T. Wells & Alvin G. Wint

Using marketing tools and techniques to attract foreign investors is a common practice for many countries. But finding the right mix of techniques and organizations to do the promotion is key to successful marketing programs. Closed for comment; 0 Comment(s) posted.

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

by Nancy F. Koehn

Leveraging ambition, customer input, intuition, and a keen commercial imagination, a daughter of immigrant shopkeepers created a leader in the global prestige cosmetics market. HBS professor Nancy Koehn examines the genius of Estée Lauder. Closed for comment; 0 Comment(s) posted.

24 Jul 2000
Research & Ideas

Global Brands: Connecting With Consumers Across Boundaries

by James E. Aisner

Closed for comment; 0 Comment(s) posted.

07 Dec 1999
Research & Ideas

Henry Heinz and Brand Creation in the Late Nineteenth Century

by Nancy F. Koehn

H.J. Heinz founder Henry Heinz developed sophisticated brand-building strategies without the advantages of modern economic analytic technique, data and theory. HBS Professor Nancy F. Koehn shows how in this excerpt from her Business History Review article "Henry Heinz and Brand Creation in the Late Nineteenth Century." Closed for comment; 0 Comment(s) posted.

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