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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Creativity in Advertising: When It Works and When It Doesn’t
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
A New Gold Standard for Digital Ad Measurement?, Chinese Version
Technology & Operations Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
How to Combat Online Ad Fraud
Technology & Operations Magazine ArticleOnline advertisers frequently fall victim to dishonest, tech-savvy publishers. Here's a sampling of common scams with some advice on how to outwit their... -
Advertising Analytics 2.0
Sales & Marketing Magazine ArticleMost marketers think they know how their advertising affects consumer behavior and drives revenue. They correlate sales data with a few dozen discrete... -
What Digital Advertising Gets Wrong
Sales & Marketing Digital ArticleToo often, ads end up targeting people who would buy the product anyway. -
Ads That Don't Overstep
Sales & Marketing Magazine ArticleData gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies... -
Marketing Malpractice: The Cause and the Cure
Sales & Marketing Magazine ArticleTed Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill--they want a quarter-inch hole." But 35 years later,... -
The Best Advertising is Sincere
Sales & Marketing Digital ArticleThis old-fashioned virtue drives the most successful marketing. -
What Makes People Upgrade Products? Thinking About Self-Improvement
Sales & Marketing Digital ArticlePeople splurge when they think they've grown. -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales and marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
Stick to the Core--Or Go for More? (HBR Case Study)
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... -
How to Profit from "Lean Advertising"
Sales & Marketing Magazine ArticleCompanies are increasingly turning to online video advertising, which costs a small fraction of what traditional ads and paid media typically cost and... -
What the Marketing Agency of the Future Will Do Differently
Sales & Marketing Digital ArticleFive key attributes marketing firms will need to survive. -
Why Companies Are Advertising Their Master Brand
Brand management Digital ArticleInstead of individual products. -
The Danger of Touting a Product as "the Best"
Sales & Marketing Magazine ArticleNew research shows that comparative ads and "Ours is the best!" product positioning can backfire, because they activate something known as the maximizing... -
Why Marketers Are Returning to Traditional Advertising
Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Advertising's Big Data Dilemma
Sales & Marketing Digital ArticleAn algorithm can never truly master the art of persuasion. -
Advertising Makes Us Unhappy
Business and society Magazine ArticleThe more a country spends on ads, the less satisfied its citizens are.
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Apple Watch (B): Would You Bet On It?
Sales & Marketing Case Study5.00View Details Apple Watch (B) is a companion case to Apple Watch (A). The (B) case describes events that took place immediately after the Apple Watch launch in April... -
Procter & Gamble: Marketing Capabilities
Sales & Marketing Case Study8.95View Details P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the... -
Schneider Electric: Becoming the Global Specialist in Energy Management
Finance & Accounting Case Study8.95View Details Global electrical products company assesses growth and market demands in India. Company must decide between a products acquisition or developing a service... -
Old Spice: Repeating Success in the Face of Competitive Threat
Sales & Marketing Case Study8.95View Details In 2009-2010 Procter & Gamble's Old Spice brand had to respond to two important challenges. First, after a successful rebranding of the Glacial Falls... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study15.05View Details In the fall of 2019, Sprint's Chief Digital Officer Rob Roy reflected on the telecom's efforts to improve the effectiveness of its digital marketing campaigns.... -
Amelia Rogers at Tassani Communications (A), Spanish Version
Leadership & Managing People Case Study8.95View Details Describes a conflict that has arisen between an account manager and a creative director at Tassani Communications, a Chicago-based advertising agency... -
Marico Bangladesh: Meeting the Value-Added Hair Oil (VAHO) Challenge
Sales & Marketing Case Study8.95View Details Even as Parachute oil is the clear brand leader in the branded regular coconut oil market, having rapidly taken away share from the loose oil market,... -
R&R, Spanish Version
Innovation & Entrepreneurship Case Study8.95View Details Outlines alternative mechanisms for getting into business. Shows the means by which an experienced entrepreneur can gain control over the necessary resources... -
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... -
Growing Integrated Services at Jones Lang LaSalle (2008) (C)
Strategy & Execution Case Study5.00View Details This case describes the strategic and organizational challenges that Jones Lang LaSalle (JLL) faced between 2005 and 2008. Having dismantled its long-standing... -
BuzzFeed - What Future for Native Advertising and Branded Content?
Sales & Marketing Case Study8.95View Details Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook's announcement that it would prioritize posts from... -
Colgate-Palmolive: Cleopatra
Sales & Marketing Case Study8.95View Details Demonstrates the dangers in assuming that a product successful in one market will do well in another, poor global marketing implementation, poor marketing... -
Phillips Foods, Inc. - Introducing King Crab to the Trade
Sales & Marketing Case Study8.95View Details By 2006, Phillips Food Inc. had grown into one of the largest seafood businesses in the United States and was the number one U.S. brand for crab meat.... -
Market Design in Online Businesses (Abridged), Module Note
Strategy & Execution Case Study8.95View Details The purpose of this note is to characterize the challenges entrepreneurs may face in creating a well-functioning ecosystem of users, and to equip entrepreneurs... -
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. -
Strategic Inflection: TiVo in 2005
Strategy & Execution Case Study6.95View Details In the late 1990s, TiVo pioneered the digital video recorder (DVR), a new consumer electronics category. By 2005, the company was the clear leader in... -
A Startup on a Mission to Expand K-Pop Artists' Freedom
Innovation & Entrepreneurship Case Study8.95View Details K-pop is thriving for industry veterans and entrepreneurs alike, but is a complex industry. This case is about launching a disruptive media brand that... -
Jones Lang LaSalle (2012): Integrated Services and the Architecture of Complexity (D)
Strategy & Execution Case Study5.00View Details This case describes the strategic and organizational challenges that Jones Lang LaSalle (JLL) faced between 2008 and 2012. In 2008, in order to strengthen... -
Theranos: The Unicorn that Wasn't
Organizational Development Case Study8.95View Details In 2003, 19-year-old Elizabeth Holmes founded a startup dedicated to making blood testing easier and more affordable. By 2015, her company, Theranos,... -
Data Science at the Warriors
Technology & Operations Case Study8.95View Details An introductory case for a data science course, which provides an overview of the data science pipeline.
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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Creativity in Advertising: When It Works and When It Doesn’t
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
A New Gold Standard for Digital Ad Measurement?, Chinese Version
Technology & Operations Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
Apple Watch (B): Would You Bet On It?
Sales & Marketing Case Study5.00View Details Apple Watch (B) is a companion case to Apple Watch (A). The (B) case describes events that took place immediately after the Apple Watch launch in April... -
How to Combat Online Ad Fraud
Technology & Operations Magazine ArticleOnline advertisers frequently fall victim to dishonest, tech-savvy publishers. Here's a sampling of common scams with some advice on how to outwit their... -
Procter & Gamble: Marketing Capabilities
Sales & Marketing Case Study8.95View Details P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the... -
Apple Watch (B): Would You Bet On It?, Teaching Note
Sales & Marketing Digital ArticleTeaching note for case BAB362. -
Schneider Electric: Becoming the Global Specialist in Energy Management
Finance & Accounting Case Study8.95View Details Global electrical products company assesses growth and market demands in India. Company must decide between a products acquisition or developing a service... -
Old Spice: Repeating Success in the Face of Competitive Threat
Sales & Marketing Case Study8.95View Details In 2009-2010 Procter & Gamble's Old Spice brand had to respond to two important challenges. First, after a successful rebranding of the Glacial Falls...