Harvard Business School - HBS Working Knowledge |
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Business & Finance articles from the Harvard
Business School, HBS Working Knowledge.
[ All links lead to the HBS (Harvard Business
School) website ]
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| May
6 HBS Business Articles |
+Connecting
with Consumers Using Deep Metaphors
- Consumer needs and desires are not entirely
mysterious. In fact, marketers of successful
brands regularly draw on a rich assortment
of insights excavated from research into
basic frames or orientations we have toward
the world around us, according to HBS professor
emeritus Gerald Zaltman and Lindsay Zaltman,
authors of Marketing Metaphoria.
+Sharpening
Your Skills: Brand Management
- Should I trust my brand to a sports endorser?
Does B2B branding work? What does mystery
writer James Patterson know about branding
that I don't? Here are some recent HBS Working
Knowledge articles on issues that keep brand
managers up at night.
+The
Marketing Challenges of the China Olympics
- The Olympic Games are normally a marketer's
dream. Not so much this year, given widespread
protests against the Chinese government.
Professor John Quelch outlines the branding
challenges posed by this year's Games in
Beijing.
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| January
16 HBS Business Articles |
+Mapping
Polluters, Encouraging Protectors
- Where are the biggest polluters? And what
is your company doing to protect the environment?
A new Web site—both a public service
and a research tool—posts managers'
data in real time, allowing a balanced view
of industrial environmental performance.
HBS professor Michael W. Toffel and senior
research fellow Andrew A. King explain.
+Sharpening
Your Skills: Operations Management
- Can lean production methods be used in
service industries? How can operations be
used to competitive advantage? These are
several of the questions answered in this
month's Sharpening Your Skills articles
on the topic of operations management.
+A
Resource Belief-Curse: Oil and Individualism
- Antipathy toward markets has become particularly
acute in Latin America, write HBS professor
Rafael M. Di Tella and colleagues Juan Dubra
and Robert MacCulloch. A connection between
dependence on oil and receptivity to populist
rhetoric is both natural in economic models
and has some support in the data.
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| November
6 HBS Business Articles |
+The
Changing Face of American Innovation
- Chinese and Indian scientists and engineers
have made an unexpectedly large contribution
to U.S. technology formation over the last
30 years, according to new research by HBS
professor William R. Kerr. But that trend
may be ebbing, with potentially harmful
effects on future growth in American innovation.
+HBS
Cases: Climate Change Puts Heat on GMs
- Ready or not, companies are being swept
up in the increasing public debate over
global climate change. How should firms
respond? A case study exploring how financial
service giant UBS thinks through the issues
has students coming down on different sides.
+Why
Global Brands Work - Ford has
finally woken up to what Toyota knew a long
time ago: the power of a single global brand.
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