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    • All HBS Web  (1,045)
      • Faculty Publications  (23)

      Corporate Image Remove Corporate Image →

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      Shaping the Corporate Image | Baker Library | Bloomberg Center | Harvard Business School
      Skip to Main Content Search Exhibition Homepage Exhibition Introduction The Founding of U.S. Steel and the Power of Public Opinion The Intersection...
      Chevron Corp.: Corporate Image Advertising
      → Search All HBS Web
      • September 2020
      • Case

      Algramo

      By: Michael Chu, Monica Silva and Mariana Cal
      Founded in 2013 by José Manuel Moller in Chile, Algramo first became known for addressing the “poverty tax” (the surcharge paid by lower income families for staples sold in smaller sizes) through specially-designed dispensers in low-income neighborhood grocery stores...  View Details
      Keywords: Packaging-as-a-wallet; Plastic Waste; Business At The Base Of The Pyramid; Reusable Packaging; Alliances With Fmcgs To Meet Esg Goals; Social Entrepreneurship; Environmental Sustainability; Strategy; Value Creation; Goals And Objectives; Business Model; Consumer Products Industry; Latin America; South America; Chile
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      Chu, Michael, Monica Silva, and Mariana Cal. "Algramo." Harvard Business School Case 321-079, September 2020.
      • September 2020
      • Case

      Uber at a Crossroads (2017)

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case describes the history of Uber, its business model—including the ways it differed from that of the traditional taxi industry—and its competition with Lyft. The case is set in 2017, a year in which Uber was plagued by even more scandals than usual, though its...  View Details
      Keywords: Business Startups; Business Model; Customer Satisfaction; Fairness; Values And Beliefs; Price; Profit; Revenue; Investment; Government Legislation; Business History; Compensation And Benefits; Resignation And Termination; Employment; Wages; Lawfulness; Leadership Style; Leading Change; Management Style; Market Entry And Exit; Two-sided Platforms; Product Design; Organizational Culture; Problems And Challenges; Attitudes; Strategy; Competitive Strategy; Expansion; Transportation Networks; Mobile Technology; Technology Platform; Valuation; Transportation Industry; Technology Industry; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Uber at a Crossroads (2017)." Harvard Business School Case 721-376, September 2020.
      • January–February 2019
      • Article

      What Does Your Corporate Brand Stand For?

      By: Stephen A. Greyser and Mats Urde
      While 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...  View Details
      Keywords: Organizations; Identity; Brands And Branding; Reputation; Management Analysis, Tools, And Techniques; corporate Strategy
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      Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.
      • August 2018 (Revised July 2020)
      • Case

      The Fuji-Xerox Merger

      By: Guhan Subramanian and Annie Zhao
      In January 2018, Xerox, a well-known American digital document firm, convened its board of directors to decide whether to approve a merger with Japanese imaging company Fujifilm. Activist Xerox shareholders were suing to halt the transaction, and documents unearthed...  View Details
      Keywords: Mergers And Acquisitions; Negotiation Deal; Negotiation Process; corporate Governance; Law
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      Subramanian, Guhan, and Annie Zhao. "The Fuji-Xerox Merger." Harvard Business School Case 919-002, August 2018. (Revised July 2020.)
      • 2018
      • Chapter

      The Trust Imperative

      By: Richard Edelman, Stephen A. Greyser, E. Bruce Harrison and Tom Martin
      CHAPTER SUMMARY: Successful relationships depend on trust—trust between spouses, trust between parent and child, trust between enterprises and their stakeholders. This chapter focuses on the factors that build trust in organizations, as well as the forces that can...  View Details
      Keywords: Trust; Business And Stakeholder Relations; Communication
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      Edelman, Richard, Stephen A. Greyser, E. Bruce Harrison, and Tom Martin. "The Trust Imperative." Chap. 3 in The New Era of the CCO: The Essential Role of Communication in a Volatile World, edited by Roger Bolton, Don W. Stacks, and Eliot Mizrachi. New York: Business Expert Press, 2018.
      • February 2014
      • Teaching Note

      Olympus (A)

      By: Jay W. Lorsch and Suraj Srinivasan
      As 2012 approached the woes of the financial crisis seemed to be fading, companies were resuming business as usual and some of the scrutiny on corporate governance practices began to recede as well. That is until another major financial scandal emerged in Japan in the...  View Details
      Keywords: Accounting; corporate Governance; corporate Accountability; Electronics Industry; Japan
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      Lorsch, Jay W., and Suraj Srinivasan. "Olympus (A)." Harvard Business School Teaching Note 114-072, February 2014.
      • October 2012 (Revised July 2013)
      • Case

      Olympus (A)

      By: Jay W. Lorsch, Suraj Srinivasan and Kathleen Durante
      As 2012 approached, the woes of the financial crisis seemed to be fading, companies were resuming business as usual, and some of the scrutiny on corporate governance practices began to recede as well. That is until another major financial scandal emerged in Japan in...  View Details
      Keywords: Accounting; Corporate Governance; Accounting; corporate Governance; Electronics Industry; Health Industry; Japan
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      Lorsch, Jay W., Suraj Srinivasan, and Kathleen Durante. "Olympus (A) ." Harvard Business School Case 413-040, October 2012. (Revised July 2013.)
      • May 2011 (Revised January 2013)
      • Case

      Nike Football: World Cup 2010 South Africa

      By: Elie Ofek and Ryan Johnson
      Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1...  View Details
      Keywords: Online Advertising; Business Divisions; Communication; Brands And Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Launch; Planning; Competition; Apparel And Accessories Industry; South Africa
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      Ofek, Elie, and Ryan Johnson. "Nike Football: World Cup 2010 South Africa." Harvard Business School Case 511-060, May 2011. (Revised January 2013.)
      • May 2011 (Revised March 2012)
      • Case

      InterfaceRAISE: Sustainability Consulting

      By: Michael W. Toffel, Robert G. Eccles and Casey Taylor
      InterfaceRAISE is a sustainability management consulting firm created to leverage the capabilities of its parent company Interface Inc., a carpet manufacturer recognized as a global leader in corporate environmental sustainability. This case illustrates the challenges...  View Details
      Keywords: Problems And Challenges; Integrated corporate Reporting; corporate Social Responsibility And Impact; Entrepreneurship; Performance; Environmental Accounting; Profit; Marketing Strategy; Human Resources; Business Model; Leveraged Buyouts; Salesforce Management; Consulting Industry; Manufacturing Industry
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      Toffel, Michael W., Robert G. Eccles, and Casey Taylor. "InterfaceRAISE: Sustainability Consulting." Harvard Business School Case 611-069, May 2011. (Revised March 2012.)
      • September 2009
      • Case

      Intel NBI: Image Components Organization

      By: Willy C. Shih and Thomas Thurston
      The Image Components Organization (ICO) was an internal venture that was part of Intel's New Business Initiatives. It sought to initially develop and sell a high performance integrated CMOS image sensor module for cellular phones. ICO's opening assumptions were that it...  View Details
      Keywords: Business Startups; corporate Entrepreneurship; Product Development; Production; Failure; Diversification; Semiconductor Industry
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      Shih, Willy C., and Thomas Thurston. "Intel NBI: Image Components Organization." Harvard Business School Case 610-028, September 2009.
      • May 2008 (Revised August 2009)
      • Case

      Intel NBI: MXP Digital Media Processor

      By: Willy C. Shih and Thomas Thurston
      "Gila" was a high-performance image processor project housed in Intel's New Business Initiatives (NBI) group. NBI was an incubator for corporate entrepreneurs, and it had an established methodology for ensuring a degree of autonomy while these ventures got started. But...  View Details
      Keywords: Business Divisions; Business Growth And Maturation; Business Startups; Change Management; corporate Entrepreneurship; Organizational Change And Adaptation; Integration; Semiconductor Industry; United States
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      Shih, Willy C., and Thomas Thurston. "Intel NBI: MXP Digital Media Processor." Harvard Business School Case 608-100, May 2008. (Revised August 2009.)
      • December 2005 (Revised January 2007)
      • Case

      Ben & Jerry's: Preserving Mission & Brand within Unilever

      By: James E. Austin and James Quinn
      In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer...  View Details
      Keywords: Brands And Branding; Problems And Challenges; Mergers And Acquisitions; Mission And Purpose; Social Enterprise; Management Teams; Governing And Advisory Boards; Value Creation; corporate Governance; Employee Relationship Management; Food And Beverage Industry; Agriculture And Agribusiness Industry; Retail Industry; United States
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      Austin, James E., and James Quinn. "Ben & Jerry's: Preserving Mission & Brand within Unilever." Harvard Business School Case 306-037, December 2005. (Revised January 2007.)
      • December 2002
      • Other Article

      The Competitive Advantage of Corporate Philanthropy

      By: Michael E. Porter and Mark R. Kramer
      When it comes to philanthropy, executives increasingly see themselves as caught between critics demanding ever higher levels of "corporate social responsibility" and investors applying pressure to maximize short-term profits. Increasingly, philanthropy is used as a...  View Details
      Keywords: Strategy
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      Porter, Michael E., and Mark R. Kramer. "The Competitive Advantage of Corporate Philanthropy." Harvard Business Review 80, no. 12 (December 2002): 56–69.
      • June 1994 (Revised August 1994)
      • Case

      Cunard Line Ltd.: Managing Integrated Marketing Communications

      By: Stephen A. Greyser
      Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional...  View Details
      Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance And Stability; Shipping Industry
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      Greyser, Stephen A. "Cunard Line Ltd.: Managing Integrated Marketing Communications." Harvard Business School Case 594-046, June 1994. (Revised August 1994.)
      • December 1992
      • Case

      Du Pont: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the...  View Details
      Keywords: Advertising Campaigns; Brands And Branding; Marketing Communications; Marketing Strategy; corporate Strategy; Chemical Industry
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      Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
      • March 1991 (Revised June 1993)
      • Case

      Chevron Corp.: Corporate Image Advertising

      By: John A. Quelch
      Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford...  View Details
      Keywords: Surveys; Multinational Firms And Management; Research; Advertising; Brands And Branding; Energy Industry; United States
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      Quelch, John A. "Chevron Corp.: Corporate Image Advertising." Harvard Business School Case 591-005, March 1991. (Revised June 1993.)
      • February 1991 (Revised July 1993)
      • Case

      Cultural Change at Nissan Motors

      By: John P. Kotter
      Depicts the reformation of Nissan Motor Co.'s corporate culture and the company's subsequent turnaround in market share and profits. In 1985, Yutaka Kume became president of Nissan and thereafter, he continually emphasized the need for internal change throughout the...  View Details
      Keywords: Organizational Change And Adaptation; Organizational Culture; Leadership; Behavior; Governing Rules, Regulations, And Reforms; Change Management; Management; Auto Industry; Manufacturing Industry
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      Kotter, John P. "Cultural Change at Nissan Motors." Harvard Business School Case 491-079, February 1991. (Revised July 1993.)
      • April 1990
      • Case

      Philip Morris Companies' ""Bill of Rights"" Sponsorship Program

      By: Stephen A. Greyser and Norman Klein
      Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used...  View Details
      Keywords: Policy; Brands And Branding; Decisions; Advertising; Marketing Strategy; Risk And Uncertainty; Financing And Loans; Reputation; Nonprofit Organizations
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      Greyser, Stephen A., and Norman Klein. Philip Morris Companies' ""Bill of Rights"" Sponsorship Program. Harvard Business School Case 590-108, April 1990.
      • 1989
      • Book

      Keeping the Corporate Image: Public Relations and Business, 1900-1950

      By: R. S. Tedlow
      Keywords: Business History; Public Relations Industry
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      Tedlow, R. S. Keeping the Corporate Image: Public Relations and Business, 1900-1950. Japan: Yushodo Press, 1989, Japanese ed. (Translated into Japanese.)
      • April 1989 (Revised October 2005)
      • Case

      James Burke: A Career in American Business (A)

      By: Richard S. Tedlow and Wendy Smith
      Presents an historical overview of the professional career of James E. Burke, chairman and CEO of Johnson & Johnson. Examines the corporation's handling of three major occurrences--the Tylenol poisonings in 1982 and 1986 and the acquisition and subsequent sale of...  View Details
      Keywords: Business History; Marketing Strategy; Ethics; Personal Development And Career; Crisis Management; Consumer Products Industry; Health Industry; United States
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      Tedlow, Richard S., and Wendy Smith. "James Burke: A Career in American Business (A)." Harvard Business School Case 389-177, April 1989. (Revised October 2005.)
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      Are you looking for?

      Shaping the Corporate Image | Baker Library | Bloomberg Center | Harvard Business School
      Skip to Main Content Search Exhibition Homepage Exhibition Introduction The Founding of U.S. Steel and the Power of Public Opinion The Intersection...
      Chevron Corp.: Corporate Image Advertising
      → Search All HBS Web
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