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    Allston: Brand vs. Architecture

    Segel, Arthur I ; Perold, Andre F. ; Gordon, Christopher

    • Reference: HBS-208079-E

    • Year: 2005

    • Number of pages: 11

    • Geographic Setting: Massachusetts

    • Publication Date: Nov 8, 2007

    • Fecha de edición: Mar 10, 2009

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Architectural services;Construction

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    Description

    To maximize their effectiveness, color cases should be printed in color. Harvard President Lawrence Summers had presided over the final interviews of world renowned architects being considered for the science complex planned for Harvard's expanded campus in Allston. The selection process had absorbed nine months in 2005 and amplified the long standing debate about Harvard architecture. How will the proposed new complex be received be faculty, students, alumni, neighbors, and the public?

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    Keywords

    Branding Decision making Design Urban development