Marketing
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- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
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 Comment(s) posted.
- 06 May 2002
- What Do You Think?
- 04 Feb 2002
- Research & Ideas
How a Juicy Brand Came Back to Life
"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 Comment(s) posted.
- 07 Jan 2002
- Research & Ideas
How Marketing Can Reduce Worldwide Poverty
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 Comment(s) posted.
- 30 Apr 2001
- Research & Ideas
Big Companies, Big Opportunities—Big Questions
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 Comment(s) posted.
- 23 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part Two
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
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.
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
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
- 07 Dec 1999
- Research & Ideas
Henry Heinz and Brand Creation in the Late Nineteenth Century
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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Is Performance-Based Pricing the Right Price for You?
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 Comment(s) posted.