Harvard Business Review

OCTOBER 26, 2017

A job opening catches your attention but the required experience is only eight years — and you’ve been in the industry for 15. You may be switching industries , or trying to get into a particular company. . ” When Lauren went in for the interview, the hiring manager was blunt. Should you still apply?

How To 13

How To Long-term Marketing Case Study 13

Harvard Business Review

NOVEMBER 25, 2013

The company quickly adjusted its operational definition of “loyalty” to explicitly embrace and reward its “digital evangelicals” — customers who had enough of a virtual presence to be influencers. For example, brand managers and advertising agencies alike increasingly make sentiment analysis part of how they assess public perceptions.

Due Diligence 11

Due Diligence KPI Loyalty Information Technology 11

Harvard Business Review

MARCH 29, 2012

billion , entrepreneurial companies with technology at their core have disrupted entire industries and threatened or eliminated incumbents. Engineer or not, the managers and employees who understand new consumer technologies and can create value by deploying software as a solution will be those most valued by organizations young and old.

Technology 14

Technology Venture Capitalist CIO ROI 14

Harvard Business Review

DECEMBER 11, 2012

And, in what must be bitter irony for the brand's managers, it just so happens to be the title of the ill-conceived ad itself. So yes, a new normal does demand new standards and advertisers must be deeply aware of the radical era of transparency within which they now operate. It's a solid piece of advice.

Advertising 16

Advertising Banking Audience Media 16

Harvard Business Review

OCTOBER 28, 2015

At a medical device company, a brand manager was examining a chart of daily traffic to his website. For someone responsible for a website’s traffic, the scale and swiftness of the drop should have made him gasp, but the manager nodded knowingly. Their honey pot is the $50-billion-a-year market for digital advertising.

CPM 8

CPM Advertising Marketing Supply Chain 8

Harvard Business Review

JANUARY 26, 2012

Meet people who once worked there, as well as suppliers, customers, or others in the industry. Among the most impressive lines of questioning are those that address how the organization operates. If you're interviewing at a company known for consumer marketing, for example, don't ask, "Do you do much market research?"

Learning-by-Doing 14

Learning-by-Doing Marketing Brand Management Open-book 14

Harvard Business Review

AUGUST 23, 2018

Optimizers make up the core of most established businesses — they’re skilled at enhancing and perfecting the existing business to drive growth or improve operations. Scalers iteratively experiment and tweak new ideas until they find product-market fit using methods like agile or lean.

Project 8

Project Innovation Team Stage-Gate 8

Harvard Business Review

MARCH 10, 2011

More natural, richer forms of communication will demand more of what the smarter brand managers are already doing: letting go. A very few can ruin it for the many unless all operate within certain minimum civil bounds. The ideas of self-organization and emergence are the oxygen of the social technology industry.

Brand 14

Brand Video Technology Tools 14

Harvard Business Review

FEBRUARY 16, 2011

And there were turnaround stars like Ford's Alan Mulally and industry superstars such as Amazon.com's Jeff Bezos. Our bet is based on the fact that many companies in many industries are facing pivotal moments that absolutely demand a 2-in-1 mindset. What's the market for them?" Are our new ideas big enough? Valuable enough?"

Parcell 11

Parcell CEO Airlines Trends 11

Harvard Business Review

JULY 9, 2013

A few years ago, Timberlake joined forces with a couple of advertising executives to purchase the site, and he has been an integral part of the company''s transformation into a service that helps artists manage their brands and connect with fans. Advertising Marketing' No longer are either simply promoting an image.

Creativity 8

Creativity Brand Advertising Video 8

In the CEO Afterlife

APRIL 10, 2011

Sixty-five innovative operations - four in the state of California alone. So why don’t they reduce the number of operations? Pick an industry on a growth curve. The leaders of these companies aren’t ‘managing the store’; they’re building new stores. Check their market cap and reputation for innovation.

CEO 170

CEO Advice Company Competitive Advantage 170

In the CEO Afterlife

JUNE 8, 2016

Years later, it took on bigger players by introducing new innovative packaging to the market, and subsequently carving out a double-digit share when few thought it could be done. Today, Nabob faces yet another challenge: finding its place in the quickly dilating coffee industry. competitors are entering the market.

Brand 100

Brand Brand Management Advertising Management 100

Harvard Business Review

MARCH 14, 2014

If you’ve been in a grocery store lately, you probably know the rest — the brand caught on quickly. But for years, as Chobani gobbled up market share, the major food companies stuck to their regular lines of yogurt. He wanted to use it to produce a line of strained, or “Greek,” yogurt called Chobani.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8