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Sports Sponsorship to Rally the Home Team
Farrelly, Francis J.; Greyser, Stephen A.Article HBS-F0709E-EMarketingCompanies are beginning to use their brand-enhancing sponsorship of teams and events internally, to motivate employees or facilitate major structural change. Sports-related communications and incentives can create cohesion and foster pride in the company.Starting at €8.20
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What Does Your Corporate Brand Stand For
Greyser, Stephen A.; Urde, MatsArticle HBS-R1901E-EMarketingWhile most firms are adept at defining product brands, they're less sure-footed with their corporate brands. What exactly does a parent company's name represent, and how is it perceived in the marketplace? A strong corporate identity provides direction and purpose, boosts the standing of products, aids in recruiting, and shores up a firm's reputation. To help organizations define theirs, the authors have devised a tool called the "corporate brand...Starting at €8.20
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When an Executive Defects (HBR Case and Commentary)
Sharma, Anurag; Kesner, Idalene F.; Coleman, Kenneth L.; Greyser, Stephen A.; Burlingame, Hal; Galford, Robert; Rubin, Gregory S.Article HBS-97111-ELeadership and People ManagementThe news that one of the company's senior managers is leaving comes as a complete surprise to Paul Simmonds, CEO of Kinsington Textiles, Inc. (KTI). Ned Carpenter, KTI's vice president of operations for three years, writes in his resignation letter that he is leaving for a better opportunity. Simmonds soon learns that Carpenter's new job is at Daltex, one of KTI's main rivals in the intensely competitive carpet industry. In this fictitious case s...Starting at €8.20