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Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Does Your Company Come Across as Too Male?
Global Business Digital ArticleLook at your ads to find out. -
Getting the Most Out of Advertising and Promotion
Sales & Marketing Magazine ArticleA new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate... -
And Now, a Word from Our Sponsor (HBR Case Study and Commentary)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
Bridging the Gap Between Marketing and IT
Sales & Marketing Digital ArticleThey need each other now more than ever. -
One Employee Went Freelance. Now Everyone Wants the Same Deal (HBR Case Study)
Leadership & Managing People Magazine ArticleBlackbird, a Delhi-based advertising agency, agreed to let a star designer leave to start his own firm and then became his first customer, enlisting his... -
Where Is Advertising Going? Into 'Stitials
Sales & Marketing Magazine ArticleIt's high time to shift our focus from the "avails" in media content to those in consumers' lives - that is, where, when, and how people might be receptive... -
Double Jeopardy of Sales Promotions
Sales & Marketing Magazine ArticleMany U.S. manufacturers, searching for growth in maturing consumer markets, have shifted their emphasis from advertising to sales promotions. But promotions... -
How Prices, Ad Expenditures, and Profits Are Linked
Sales & Marketing Magazine ArticleCoordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship.... -
WPP's CEO on Turning a Portfolio of Companies Into a Growth Machine
Leadership & Managing People Magazine ArticleIn 1985 WPP was a small, publicly traded company, worth about $1.3 million. It manufactured shopping carts and other wire and plastic products. Today... -
Just My Type
Sales & Marketing Magazine ArticleYour choice of typeface tells customers whether your brand is attractive, innovative, dishonest, or unpleasant. -
Get More from Your Event Spending
Sales & Marketing Digital ArticleThe technology and tools that will help. -
Ad Spending: Growing Market Share
Sales & Marketing Magazine ArticleDescribes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures... -
Costly Bargain of Trade Promotion
Sales & Marketing Magazine ArticleOver the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase... -
In Praise of Extreme Moderation
Leadership & Managing People Digital ArticleWhat if you didn't give 110%? -
Stick to the Core--Or Go for More? (HBR Case Study and Commentary)
Strategy & Execution Magazine ArticleGeorge Caldwell, cofounder of Advaark, a cutting-edge ad agency, was listening hard to his biggest client, John McWilliams, CEO of GlobalBev. McWilliams... -
What You Need to Know About California's New Data Privacy Law
Global Business Digital ArticleAny company with Californian customers will be affected. -
Profits for Nonprofits: Find a Corporate Partner
Sales & Marketing Magazine ArticleHere's a familiar story: A nonprofit organization joins forces with a corporation in a cause-related marketing campaign. It seems like a win-win deal,... -
How to Craft an Agile Marketing Campaign
Sales & Marketing Digital ArticleStart with an outline. -
Does Personalized Advertising Work as Well as Tech Companies Claim?
Advertising Digital ArticleIf you’re not careful, you’ll end up “acquiring” existing customers.
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V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Facebook: Fake News, Free Speech and an Internet Platform's Responsibility
Strategy & Execution Case Study8.95View Details This case describes the role of Facebook in society and its degree of responsibility to protect the privacy of user data and address the real-world impacts... -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study14.00View Details Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors... -
Jay Winsten and the Designated Driver Campaign
Innovation & Entrepreneurship Case Study8.95View Details Center for Health Communication at the Harvard T.H. Chan School of Public Health Director Jay Winsten spearheaded a national mass media campaign, the... -
Massive Inc. (A)
Innovation & Entrepreneurship Case Study11.95View Details How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success?... -
How to Better Value Branded Businesses
Sales & Marketing Case Study8.95View Details For investment bankers, consultants, and entrepreneurs, valuing branded businesses as accurately as possible is of critical importance. This case introduces... -
The Walt Disney Company
Management Case Study9.95View Details The protagonist of the case is Bob Iger, who has been appointed CEO of Disney for a second term. During Bob Chapek's brief tenure as CEO (2020-22), Disney's... -
JCDecaux, 2016: Global Leader ... Again
Strategy & Execution Case Study5.00View Details In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated... -
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Strategy & Execution Case Study8.95View Details The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's leading ad blocking browser extension... -
Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign
Sales & Marketing Case Study5.00View Details This case reveals the events that took place after the conclusion of the cases "Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign."... -
V-Cola: General Instructions
Communication Case Study8.95View Details V-Cola is a six-party exercise that simulates a negotiation between a boutique advertising agency and a beverage company that is launching a new product.... -
Howard Koh and Public Health Campaigns for Tobacco Control and Organ Donation
Innovation & Entrepreneurship Case Study8.95View Details Years before Harvard University Professor Howard Koh was appointed by President Barack Obama as the 14th U.S. Assistant Secretary for Health (2009-2014)... -
Quigley-Simpson & Heppelwhite: The Ad Agency Model in the Age of AI
Management Case Study8.95View Details In October 2022, Quigley-Simpson & Heppelwhite CEO Carl Fremont considers how the advertising agency will integrate artificial intelligence tools into... -
G. Heileman Brewing Co. (C): Public Controversy Over PowerMaster
Sales & Marketing Case Study5.00View Details Supplements the (A) case. Designed as an in-class handout. -
A Primer on Programmatic Advertising
Sales & Marketing Case Study8.95View Details By 2016 the explosion of digital advertising was a global phenomenon. And many industry observers believed that programmatic advertising, that is digital... -
Pepsi-Lipton Brisk
Sales & Marketing Case Study14.00View Details This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and... -
Centurion Media: Doing the Right Thing
Leadership & Managing People Case Study8.95View Details Richard Bennett was faced with a serious ethical dilemma that would impact his career, family, and co-workers. Bennett, a regional vice president in the... -
How Brands Become Icons: The Principles of Cultural Branding
Sales & Marketing Book38.00View Details Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than... -
Retail Media Networks
Sales & Marketing Case Study8.95View Details In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets... -
Note on Sensory Marketing: Shaping Consumer Perception and Behavior
Sales & Marketing Case Study8.95View Details How do our senses affect which products we like and don't like? How can products be made more sensorially engaging? What should managers consider when...
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V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Marketing Lessons for Companies Big and Small
Sales & Marketing Audio20.18View Details Denise Lee Yohn, author of "Extraordinary Experiences" and "What Great Brands Do," explains what we can learn from retail and restaurant brands -
Facebook: Fake News, Free Speech and an Internet Platform's Responsibility
Strategy & Execution Case Study8.95View Details This case describes the role of Facebook in society and its degree of responsibility to protect the privacy of user data and address the real-world impacts... -
Facebook: Fake News, Free Speech and an Internet Platform's Responsibility, Teaching Note
Strategy & Execution Digital ArticleTeaching note for case W00C47. -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study14.00View Details Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors... -
Jay Winsten and the Designated Driver Campaign
Innovation & Entrepreneurship Case Study8.95View Details Center for Health Communication at the Harvard T.H. Chan School of Public Health Director Jay Winsten spearheaded a national mass media campaign, the... -
GroupM India: The Human Dimension of Digital Transformation (A) and (B), Teaching Note
Organizational Development Digital ArticleTeaching note for cases IMD908 and IMD909. -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Massive Inc. (A)
Innovation & Entrepreneurship Case Study11.95View Details How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success?... -
How to Better Value Branded Businesses
Sales & Marketing Case Study8.95View Details For investment bankers, consultants, and entrepreneurs, valuing branded businesses as accurately as possible is of critical importance. This case introduces...
