Harvard Business Review

AUGUST 12, 2016

One temptation for underdogs is to imitate the market leader; another is to avoid mentioning them altogether. But marketing research suggests that openly acknowledging the top dog’s competitive threat can build brand support for the underdog — enhancing word of mouth and increasing sales while reducing support for the top dog.

Brand 8

Brand Merchandising Price Media 8

Harvard Business Review

SEPTEMBER 4, 2015

We’ve found that CEOs of big pharmaceutical companies, for example, are more likely to have a background as company lawyers, salespeople, or finance managers, than one in medicine or pharmaceutical R&D. Most of our top tech CEOs created value by rolling out earlier breakthrough innovations in a newly high-growth market.

CEO 8

CEO Innovation Pharmaceuticals Merchandising 8

Harvard Business Review

MARCH 29, 2018

Once the full experiment was launched in November 2015, 28 stores in the San Francisco Bay Area and Chicago were randomly assigned to control and intervention groups. Managers could also use the app to post additional shifts. Requiring employee schedules to be posted two weeks in advance.

Retail 8

Retail Productivity Products Cost 8

Harvard Business Review

DECEMBER 18, 2017

In the age before the digital revolution, marketers used to tell customers about a product and then work through a traditional step-by-step purchase funnel. In 2015, Real Madrid had a lofty goal in mind: to thrill its supporters by allowing them to participate in unbelievable experiences. In sports, every second matters.

Sports 8

Sports Brand Content Industry 8