Faculty News | Harvard Business Review | 10
Capitalizing on the Underdog Effect
by Anat Keinan
Everyone loves a scrappy underdog. J.K. Rowling created an appealing underdog character in Harry Potter. In the 2010 World Cup, teams such as New Zealand and Uruguay, and the two finalists—Spain and Netherlands—who had never won before, inspired fans around the world. And both Barack Obama and John McCain positioned themselves as underdogs in the 2008 U.S. presidential election.