Faculty Research Online
HBS Working Knowledge is an online forum for innovation in business practice, offering a first look at new thinking from HBS faculty. Read the complete articles summarized below by visiting their Web links.
Broadband: Remaking the Advertising Industry
From the Marlboro Man in the 1960s to the Subservient Chicken in a recent Web campaign, advertising is undergoing a radical transformation. Professor Stephen Bradley, who is cowriting a book on how broadband technologies are remaking many industries, discusses how advertising is responding to the challenges. Visit http://hbswk.hbs.edu/item/5652.html.
How Brand China Can Succeed
A series of recent setbacks, including the Mattel toy recalls, threatens China’s new and improving image, says Professor John Quelch. There is just not enough preexisting brand equity among the world’s consumers to inoculate Brand China against the current tide of negative publicity. What should the country do to polish its image? Visit http://hbswk.hbs.edu/item/5777.html.
Building Sandcastles: The Subprime Adventure
The early days of the subprime industry seemed to fulfill a market need, and millions of renters became homeowners as a result. But rapidly escalating home prices masked cracks in the subprime foundation. HBS lecturer Nicolas Retsinas lays out what went wrong and why. Visit http://hbswk.hbs.edu/item/5771.html.
