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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... -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
The Mismanagement of Advertising
Marketing Magazine ArticleCompanies are spending more money than ever on advertising. So why are the results so disappointing? -
Are You Undervaluing Your Customers?
Customer experience SpotlightIt’s time to start measuring and managing their worth. -
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... -
The Social Cost of Bad Online Marketing
Marketing Digital ArticleStop feeding the bears. -
Is Insulting Your Rival's Supporters Ever a Good Idea?
Sales & Marketing Digital ArticleClinton's "basket of deplorables," meet Apple's "PC Guy." -
How to Value a Company by Analyzing Its Customers
Customer experience SpotlightA step-by-step guide to customer-based corporate valuation -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales and marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
The Best Data Storytellers Aren’t Always the Numbers People
Analytics and data science Digital ArticleKnowing your audience is the most important part. -
Does Facial Recognition Tech Enhance Security? (HBR Case Study and Commentary)
Technology & Operations Magazine ArticleThe new system in a day-care center is producing biased results--setting off an alarm when some dark-skinned parents enter the lobby. The director of... -
When Customers Will (Willingly) Pay More for Less
Sales & Marketing Digital ArticleYou can charge a premium for products without added features. -
Why Every Ad Today Feels Political (Even If It Isn't)
Sales & Marketing Digital ArticleYou can't please everyone. -
Us vs. Them: The Minefield of Comparative Ads
Sales & Marketing Magazine ArticleA new trademark law took effect January 1, 1989, that clarifies the basis for taking competitors to federal court for making reckless claims in comparative... -
6 Reasons Marketing Is Moving In-House
Sales & Marketing Digital ArticleTrends like Big Data are chipping away at agencies' appeal. -
How Prices, Ad Expenditures, and Profits Are Linked
Marketing Magazine ArticleWhat, if any, is the relationship among prices, advertising expenditures, and return on investment? Prior research has yielded inconclusive answers to this question, but in analyzing data from 227 consumer businesses, the authors have found a consistent pattern. Companies with relatively high prices and high advertising expenditures, for instance, had higher profits than companies with […] -
“Over Time, the Market Will Demand This Information”
Customer experience SpotlightA conversation with Vanguard chairman emeritus Jack Brennan -
Riding the Marketing Information Wave
Sales & Marketing Magazine ArticleFaced with the costs of building customer information systems, some managers question whether or not marketing technology can achieve competitive miracles.... -
Closing the Gap Between Digital Marketing Spending and Performance
Marketing Digital ArticleHow marketers can maximize returns. -
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...
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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... -
Confronting a Necessary Evil: The Firing of Alex Robins (B), Spanish Version
Organizational Development Case Study5.00View Details A manager recounts his experience firing the person he was asked to replace and reflects on the challenges of the experience. Teaching Purpose: To role-play... -
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... -
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... -
Gardenburger Advertising Strategy (B)
Sales & Marketing Case Study5.00View Details In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive... -
Adios Junk Mail
Sales & Marketing Case Study8.95View Details Executives at this Internet-based company evaluate the results of a pricing survey to decide what changes to make, if any, to the annual fee charged for... -
Introduction to Shelf Space Management
Management Case Study8.95View Details This technical note describes many of the issues, techniques and resources available in the field of shelf space management in the early 2000s. It assumes... -
Mohamed Salah
Management Case Study8.95View Details In June 2022, Mohamed Salah, one of the world's best soccer players, and his lawyer and advisor Ramy Abbas Issa were in ongoing discussions with top English... -
Differences at Work: Jenny (A), Japanese Version
Leadership & Managing People Case Study8.95View Details Differences at Work: Jenny (A) HBS Case No. 9-408-017 is set in Amsterdam. Accompanied by her boss, Jenny is pitching a marketing engagement, but the... -
Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX
Leadership & Managing People Case Study8.95View Details At 11:33am on May 24, 2022, an 18-year-old man from Uvalde, Texas walked into the Robb Elementary School carrying a semi-automatic "AR-15-style" rifle... -
Cheyef Halak: Driving Social Change in Lebanon
Sales & Marketing Case Study8.95View Details In 2011, Lebanese television station LBCI partnered with Impact BBDO to develop Cheyef Halak, a marketing and social media program that aimed to create... -
Generating Perceptual Maps from Social Media Data
Sales & Marketing Case Study8.95View Details Companies have long struggled to get a handle on how consumers feel about brands and products in real time. Perceptual maps are often use to help visualize... -
Planet Reebok (B), Spanish Version
Sales & Marketing Case Study5.00View Details Supplements Planet Reebok (A). -
Amelia Rogers at Tassani Communications (B), Spanish Version
Leadership & Managing People Case Study5.00View Details Supplements the (A) case. -
The Future of E-Commerce: Lessons from the Livestream Wars in China
Sales & Marketing Case Study8.95View Details This note explores the emerging multi-billion dollars commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly... -
Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire
Sales & Marketing Case Study8.95View Details This case provides a post-mortem of the advertising technology (adtech) company Sizmek. Sizmek grew via multiple acquisitions, with the vision of becoming... -
V-Cola: General Instructions, Japanese Version
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.... -
Buck & Pulleyn's Team Management
Leadership & Managing People Case Study8.95View Details In 1993, the firm began to move from a traditional hierarchical structure to client-focused teams. The case describes the process and some consequences... -
Cerenity Sanitizer: Marketing Research for New Product Launch (A)
Sales & Marketing Case Study8.95View Details The case deals with the application of marketing research for launching a new product in the market place. The company was planning to enter the Fast... -
Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)
Management Case Study5.00View Details In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The...
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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... -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
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... -
Global Brand Management of Anheuser Busch InBev's Budweiser, Teaching Note, Chinese Version
Sales & Marketing Digital ArticleTeaching note for Global Brand Management of Anheuser Busch InBev's Budweiser case 518105. -
Confronting a Necessary Evil: The Firing of Alex Robins (B), Spanish Version
Organizational Development Case Study5.00View Details A manager recounts his experience firing the person he was asked to replace and reflects on the challenges of the experience. Teaching Purpose: To role-play... -
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... -
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... -
Scripps Networks' Integration of Recipezaar, Teaching Note
Strategy & Execution Digital ArticleTeaching note for CU90. -
Gardenburger Advertising Strategy (B)
Sales & Marketing Case Study5.00View Details In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive... -
Marketplace Tutorial Bundle: Online Marketing, Teaching Note
Sales & Marketing Digital ArticleTeaching note for MP0045.