-
The Best Way to Name a New Product
Sales & Marketing Magazine ArticleWhen an established consumer-packaged-goods (CPG) company introduces a new product, it faces a potentially make-or-break decision: how to brand it. Tying... -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Marico's Chairman on Innovating Across Every Part of the Business
Innovation & Leadership Magazine ArticleWhen the author launched what would become Marico as a division within his family's business, Bombay Oil, it was with product innovation: Instead of selling... -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
The Off-Line Impact of Online Ads
Sales & Marketing Magazine ArticleAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the... -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Executives Need to Invest in Understanding the Customer Experience
Customer experience Digital ArticleOnly half of chief executives are confident they are able to provide high-quality digital experiences to customers, according to a new survey. -
Content Marketers Need to Act Like Publishers
Sales & Marketing Digital ArticleNot just think like them. -
R&D Spending Has Dramatically Surpassed Advertising Spending
Finance & Accounting Digital ArticleEspecially at smaller companies. -
Four Lean Advertising Campaigns That Went Viral
Advertising Digital ArticleInexpensive videos can sell products, but you’ve got to know what works (and what doesn’t). -
The Persuasive Power of Opportunity Costs
Sales & Marketing Magazine ArticleThough all decisions involve opportunity costs, most companies don't factor them into their marketing messages. A few firms, however, have found that... -
Scary Health Warnings Can Boost Sales
Sales & Marketing Magazine ArticleA series of studies reveals that the warning labels added to risky products can make those products more appealing to consumers. The mere inclusion of... -
What the Marketing Agency of the Future Will Do Differently
Sales & Marketing Digital ArticleFive key attributes marketing firms will need to survive. -
Brands Shouldn't Believe Everything They Read About Themselves Online
Sales & Marketing ResearchSocial sentiment analysis has its limits. -
How to Profit from “Lean Advertising”
Advertising Magazine ArticleOnline video offers a way to achieve higher engagement with consumers for far less money. -
Blogger in Their Midst (HBR Case Study)
Sales & Marketing Magazine ArticleIt was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the... -
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... -
Blogger in Their Midst (HBR Case Study and Commentary)
Sales & Marketing Magazine ArticleIt was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the... -
Why We Buy Products Connected to Place, People, and Past
Sales & Marketing Digital ArticleResearch on why people are drawn to goods that feel artisanal and handmade.
-
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... -
Managing Online Reviews on TripAdvisor
Sales & Marketing Case Study9.95View Details In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services,... -
Burberry
Sales & Marketing Case Study15.05View Details In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering... -
The Paris Opera Hotel
Innovation & Entrepreneurship Case Study12.00View Details Real estate investor Javier Faus invests in a luxury hotel development in central Paris, and must select a management company. -
Google Inc. in 2014 (Abridged)
Strategy & Execution Case Study8.95View Details Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic... -
Minneapolis Star Tribune
Leadership & Managing People Case Study8.95View Details In the summer of 2019, Mike Klingensmith, CEO of the Minneapolis Star Tribune, the Twin Cities metro region's largest newspaper, reviewed subscription... -
Boots: Hair-Care Sales Promotion
Sales & Marketing Case Study8.95View Details Boots Group PLC, one of the best known and respected retail names in the United Kingdom, provided health and beauty products and advice that enhanced... -
Idea Village (C)
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
The Philadelphia Eagles: Stoking National Football League Fandom in Africa
Management Case Study8.95View Details In 2022, the National Football League (NFL) created the International Home Marketing Areas program with the goal of stimulating global fandom for American... -
Cancer Treatment Centers of America (B)
Leadership & Managing People Case Study5.00View Details This case, a follow-up to Cancer Treatment Centers of America (A), HBS No. 313-012, begins with the debate over New Hampshire's certificate-of-need (CON)... -
Suave
Sales & Marketing Case Study6.95View Details Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of... -
Pepsi Blue
Sales & Marketing Case Study8.95View Details Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image... -
UnDosTres
Management Case Study8.95View Details Arpit Gupta, Naveen Sharma, and Vikram Deswal co-founded the mobile payment app UnDosTres in Mexico City in 2015. In the past, Gupta had worked at Paytm,... -
Comcast Corp.
Sales & Marketing Case Study8.95View Details In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via... -
Johnson Wax: Enhance (A)
Sales & Marketing Case Study6.95View Details Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field... -
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... -
Zydus Wellness: Nutralite's Marketing Twist
Sales & Marketing Case Study8.95View Details Zydus Wellness Ltd. (Zydus), based in Ahmedabad, India, operated in the consumer goods sector, offering health and hygiene products and brands such as... -
Marquee: Reinventing the Business of Nightlife
Sales & Marketing Case Study8.95View Details In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City-based nightclub Marquee.... -
Sustainability at Siemens
Sales & Marketing Case Study8.95View Details Describes sustainability efforts at Siemens since arrival of Chief Sustainability Officer, Barbara Kux, in 2008. Asks students to evaluate success of... -
USAA in the Digital World
Sales & Marketing Case Study8.95View Details
-
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... -
The Best Way to Name a New Product
Sales & Marketing Magazine ArticleWhen an established consumer-packaged-goods (CPG) company introduces a new product, it faces a potentially make-or-break decision: how to brand it. Tying... -
Managing Online Reviews on TripAdvisor
Sales & Marketing Case Study9.95View Details In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services,... -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Burberry
Sales & Marketing Case Study15.05View Details In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering... -
The Paris Opera Hotel
Innovation & Entrepreneurship Case Study12.00View Details Real estate investor Javier Faus invests in a luxury hotel development in central Paris, and must select a management company. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Ariel's #ShareTheLoad: Integrated Marketing Communication Campaign, Teaching Note
Sales & Marketing Digital ArticleTeaching Note for Case TB0638 -
Google Inc. in 2014 (Abridged)
Strategy & Execution Case Study8.95View Details Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic... -
Marico's Chairman on Innovating Across Every Part of the Business
Innovation & Leadership Magazine ArticleWhen the author launched what would become Marico as a division within his family's business, Bombay Oil, it was with product innovation: Instead of selling...
