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Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
When It Comes to Influencers, Smaller Can Be Better
Sales & Marketing Magazine ArticleThough celebrity influencers get lots of attention, they often don't produce sales. When Bocconi University's Maximilian Beichert and colleagues looked... -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Is Your Marketing Organization Ready for What’s Next?
Marketing Magazine ArticleA framework for aligning growth strategies and capabilities -
E-Commerce Platforms Must Prioritize the Consumer-Influencer Relationship
Social media Digital ArticleTurn the emotional relationships your company has with its followers into revenue. -
How the Pandemic Changed Marketing Channels
Sales & Marketing Digital ArticleA new survey of more than 300 marketing leaders identified five key trends. -
Research: The Pros and Cons of Soliciting Customer Reviews
Sales and marketing Digital ArticleWhen it’s worth it — and when it can backfire. -
The Power of Small, Flexible Teams
Ed Gilligan, president of American Express Company, describes how a small, cross-functional team launched Small Business Saturday in three weeks. -
Make Your Marketing a Force for Good
Sales & Marketing Digital ArticleA four-part framework for campaigns that improve the world - and win over customers in the process. -
In Marketing, People Are Not Numbers
Sales & Marketing Digital ArticleCompanies can't approach the social era using broadcast media models. -
Why Marketers Are Spending Less on Social Media
Marketing Social Digital ArticleA survey of nearly 300 marketing executives found social media investments at a seven-year low. -
There Really Is a “Sales Gene”
Sales and marketing Magazine ArticleOf the employees we studied, those with superior sales performance were genetically different from the rest of the group. -
Does Influencer Marketing Really Pay Off?
Sales & Marketing Digital ArticleResearch finds seven variables that impact a campaign's effectiveness. -
Do Your Marketing Metrics Show You the Full Picture?
Marketing Digital ArticleHow to create a road map to ensure you’re measuring what matters. -
Lessons from the Bud Light Boycott, One Year Later
Brand management Digital ArticleSix factors that make a brand more susceptible to consumer backlash. -
How Marketers Choose College Athlete Influencers
Marketing SpotlightHere are the characteristics that matter most. -
Research: For Influencers, Showing Your Inner Circle Can Boost Engagement
Sales & Marketing Digital ArticleObservations from three experiments and a review of more than 55,000 Instagram posts. -
10 Ways to Boost Customer Satisfaction
Customer experience Digital ArticleTakeaways from an analysis of millions of consumer data points. -
When CEOs Engage Directly with Customers
Customer experience Digital ArticleA look at the pros and cons.
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Dumb Ways To Die: Advertising Train Safety (A)
Sales & Marketing Case Study11.95View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Marketing Reading: Consumer Behavior and the Buying Process
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Meteor Solutions: Measuring the Value of Social Media Marketing
Sales & Marketing Case Study11.95View Details In March 2009, Steve Fowler, vice president of strategy and client service at full-service advertising agency Ayzenberg, had just completed what he considered... -
Facelift at Olay (A)
Sales & Marketing Case Study11.95View Details By October 2017, Procter & Gamble's skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies,... -
Dumb Ways To Die: Advertising Train Safety (C)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Prayas by Sanofi-Aventis in India: Making Healthcare Accessible to the Bottom of the Pyramid
Strategy & Execution Case Study11.95View Details Prayas is a unique healthcare initiative, launched in India by Sanofi-Aventis, a French multinational pharmaceutical company, with the objectives of updating... -
Green Gold -an Innovative Sustainable Mining Scheme
Strategy & Execution Case Study11.95View Details AMICHOCÓ Foundation was a private non-profit organization operating since 1996 in the Colombian department of Chocó, one of the poorest in the country... -
Aravind Eye Hospital, Madurai, India: In Service for Sight
Sales & Marketing Case Study11.95View Details Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed... -
Facelift at Olay (B)
Sales & Marketing Case Study5.00View Details ... -
What's in a name? That we call fair by any other name will it sell as well?
Management Case Study11.95View Details Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial... -
Sociable Labs A
Sales & Marketing Case Study11.95View Details Sociable Labs was conceived as a start-up business attempting to use friend recommendations to curate and recommend purchase opportunities on the internet.... -
Mary Kay Inc.: Enriching Women's Lives while Embracing Change
Sales & Marketing Case Study11.95View Details In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary... -
Business Model Analysis for Entrepreneurs
Innovation & Entrepreneurship Case Study8.95View Details This note defines a business model and its major elements: a customer value proposition, a technology and operations management plan, a go-to-market plan,... -
Viral Nation: The COVID-19 Pandemic and the Entrepreneurial Venture Sale Decision
Sales & Marketing Case Study11.95View Details Viral Nation, a six-year-old company based in Ontario, was North America's leading influencer marketing company. In March 2020, as the global COVID-19... -
Amanda and Kristen: Mented Cosmetics
Innovation & Entrepreneurship Case Study11.95View Details The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study11.95View 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.... -
Tommy Hilfiger Adaptive: Fashion for All
Sales & Marketing Case Study11.95View Details In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now,... -
The PCRA: Social Marketing Campaign for Petroleum Conservation
Global Business Case Study11.95View Details In 2014, the executive director (ED) of India's Petroleum Conservation Research Association needed to prepare the next phase of the association's marketing...
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Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
When It Comes to Influencers, Smaller Can Be Better
Sales & Marketing Magazine ArticleThough celebrity influencers get lots of attention, they often don't produce sales. When Bocconi University's Maximilian Beichert and colleagues looked... -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Is Your Marketing Organization Ready for What’s Next?
Marketing Magazine ArticleA framework for aligning growth strategies and capabilities -
Dumb Ways To Die: Advertising Train Safety (A)
Sales & Marketing Case Study11.95View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
The Transformational Power of Recommendation
Technology & Operations Digital ArticleAs the technologies behind recommendation engines become more powerful, the advice and choices they produce could transform the customer and employee... -
The Ins and Outs of the Influencer Industry
Social media AudioA conversation with the University of Pennsylvania’s Emily Hund on an increasingly important part of the online economy. -
Marketing Reading: Consumer Behavior and the Buying Process
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading...
