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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 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.

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 Comments.

Innovating in the Feminine Care Market

Re: Rembrand M. Koning

Founded in 2014, Thinx, Inc. makes absorbent underwear that can be worn during menstruation. But the feminine care market had seen virtually no innovation in half a century because of the taboo against discussing the topic of menstruation. As a result, the startup was competing against large incumbents like Procter & Gamble and Johnson & Johnson. Can CEO Maria Molland (MBA 2002) lead a marketing strategy that confronts those taboos in order to bring innovation to the feminine care market? Assistant Professor Rembrand Koning examines these strategic marketing challenges and discusses the importance of removing taboos and biases in order to bring innovation to the feminine care market in his case, “Thinx, Inc.—Breaking Barriers in Feminine Care.” Open for comment; 0 Comments.