Harvard Business School Working Knowledge

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

Mon, 03/11/2019 - 00:00
Countries such as Israel now realize they need to engage in public diplomacy as well as foreign diplomacy, and in place branding, not just political advocacy, says Elie Ofek.by Danielle Kost9155Elie Ofek13407Research & Ideas

Seven Negotiation Lessons from Amazon's HQ Disaster in Queens

Fri, 03/08/2019 - 00:00
After a lengthy courting process, Amazon thought its plans for a New York HQ campus was in the bag. But the company failed a primary goal of negotiations, says James Sebenius.by James K. Sebenius9164James K. Sebenius6550Research & Ideas

Calculators for Women: When Identity Appeals Provoke Backlash

Thu, 03/07/2019 - 00:00
With calculators targeted to women and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why such identity appeals backfire. Identity appeals may fail equally whether they evoke negative or just milder stereotypes.by Tami Kim, Kate Barasz, Leslie John, and Michael Norton9163Kate Barasz566390Leslie K. John589473Michael I. Norton326229Working Paper Summaries