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New research on marketing from Harvard Business School faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy.
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Marketing Wine to the World

by Manda Salls

From consolidation to the growing clout of mass retailers, structural changes have hit the wine industry. Professor Michael Roberto discusses the move from elitism to mainstream appeal. Closed for comment; 0 Comments.

Where Does Apple Go From Here?

by Sean Silverthorne

Macintosh market share continues to decline, but the iPod and iTunes are hit products. Where does Apple Computer’s future lie? An interview with HBS professor David Yoffie. Closed for comment; 0 Comments.

Why Europe Lags in Pharmaceuticals and Biotech

by Sean Silverthorne

Governmental, cultural and academic differences are hurting Europe’s chances of gaining on the U.S. Can anything be done? Closed for comment; 0 Comments.

Making Money Making Movies

by Manda Salls

HBS professor Anita Elberse talks about the state of the international motion picture industry, movie piracy, and how to capture screens in foreign markets. Closed for comment; 0 Comments.

Peeling Back the Global Brand

by Martha Lagace

The global brand is a hard nut to crack. In a session devoted to these seemingly all-powerful brands, professors and practitioners exposed the fault lines. Closed for comment; 0 Comments.

Why Have Marketers Ignored America’s Man-of-Action Hero?

by Manda Salls

The man-of-action hero has been the central myth in American culture for twenty years. So why have only Budweiser and Nike tapped into this story? Professor Douglas B. Holt explains. Closed for comment; 0 Comments.

Is This a Golden Era for Marketing Productivity?

by James Heskett

This should be a good time to be a marketer and a consumer as well, suggests Jim Heskett. More focused sales, less waste in advertising, an industry in tune with its best customers. Is this your experience? Do you think marketing has hit its stride? Can it? Closed for comment; 0 Comments.

Will American Brands Be a Casualty of War?

by Sean Silverthorne

Does your U.S. brand play well overseas? If so, heed the words of Harvard Business School professor John Quelch: A swelling anti-American tide could wash away the international popularity of U.S. brands. Closed for comment; 0 Comments.

Want a Happy Customer? Coordinate Sales and Marketing

by Benson Shapiro

In today's hyper-competitive world, your sales and marketing functions must yoke together at every level—from the core central concepts of the strategy to the minute details of execution. Harvard Business School professor Benson Shapiro on creating the customer-centric team. Closed for comment; 0 Comments.

Use the Psychology of Pricing To Keep Customers Returning

by Manda Mahoney

When to charge for a product or service can be more important than how much to charge, says Harvard Business School professor John Gourville. If you want to build long-term loyalty with customers, you better understand the difference. Closed for comment; 0 Comments.

Is Performance-Based Pricing the Right Price for You?

by Benson Shapiro

Not every industry or company can benefit from performance-based pricing. But where there is a fit, PBP can be a powerful tool that merges the interests of buyers and sellers, says Harvard Business School professor Benson Shapiro. Closed for comment; 0 Comments.

Building ’Brandtopias’—How Top Brands Tap into Society

by Martha Lagace

What are "identity brands" and why are they so powerful? HBS professor Douglas Holt explains how some top brands—including soft drink Mountain Dew—deliver imaginative stories that are perfectly attuned to society's deep desires. Closed for comment; 0 Comments.

How a Juicy Brand Came Back to Life

by John Deighton

"Some brands just want to have fun, and from birth Snapple was one of them," says HBS professor John Deighton. As he explains in this excerpt from Harvard Business Review, the odyssey of the fun-loving beverage contains smart lessons for managers on branding and company culture. Closed for comment; 0 Comments.

How Marketing Can Reduce Worldwide Poverty

by Martha Lagace

Marketing to the world's poorest customers? There's no contradiction, say HBS professor V. Kasturi "Kash" Rangan and research associate Arthur McCaffrey. In fact, the marketing profession can play a huge role in alleviating global poverty. Closed for comment; 0 Comments.

Big Companies, Big Opportunities—Big Questions

by Julie Jette

Markets that were once protected in Latin America are suddenly open to competition from all sides. For large companies, this new playing field presents wonderful opportunities—but great risks, too. Closed for comment; 0 Comments.

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 Comments.

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 Comments.

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 Comments.

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 Comments.