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Show Results For
-
All HBS Web
(1,789)
- People (7)
- News (368)
- Research (1,205)
- Events (3)
- Multimedia (6)
- Faculty Publications (683)
- April 2019
- Teaching Note
The a2 Milk Company
By: Benjamin C. Esty and Daniel Fisher
The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and...
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Keywords:
Judo Economics;
Market Entry;
Innovation;
Barriers To Response;
Industry Attractiveness;
Advantage Horizon;
Sustainability;
First-mover Advantage;
Scope;
Strategy Execution;
Strategic Evolution;
Biochemistry;
Genetics;
Branding;
Commodity;
Milk;
Dairy;
Infant Formula;
Farming;
Porter's Five Forces;
Market Entry and Exit;
Disruption;
Innovation and Invention;
Competitive Advantage;
Corporate Strategy;
Value Creation;
Competition;
Brands and Branding;
Five Forces Framework;
Consumer Products Industry;
New Zealand;
Australia;
China
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
recently, it has allowed companies to reap creative ideas on product improvements directly from their customers (Lay's flavored potato chips). And it has also managed to get brands into trouble (United...
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- September 1995 (Revised August 1996)
- Case
Land Rover North America, Inc.
Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's...
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Keywords:
Product Positioning;
Consumer Behavior;
Brands and Branding;
Auto Industry;
Retail Industry;
North and Central America;
United Kingdom
Fournier, Susan M. "Land Rover North America, Inc." Harvard Business School Case 596-036, September 1995. (Revised August 1996.)
- May 2012 (Revised September 2012)
- Case
HTC Corp. in 2012
By: David B. Yoffie, Juan Alcacer and Renee Kim
After 15 years of remarkable achievements, Taiwan-based HTC Corp. faced difficult times by 2012. CEO Peter Chou, who drove HTC's transformation from an unknown manufacturer of PDAs for other companies to a well-known global player in smartphones, faced an uncertain and...
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Keywords:
Corporate Social Responsibility;
Telecommunications;
Brand Management;
Economies Of Scale And Scope;
Market Positioning;
Intellectual Property Management;
Technological Innovation;
Information Infrastructure;
Competitive Strategy;
Innovation and Invention;
Patents;
Product Positioning;
Telecommunications Industry;
Taiwan
Yoffie, David B., Juan Alcacer, and Renee Kim. "HTC Corp. in 2012." Harvard Business School Case 712-423, May 2012. (Revised September 2012.)
- 26 Apr 2010
- Research & Ideas
When Other Companies Compete Like Crazy, Dare to Be Different
them to resist the urge to follow suit. Competitive pressure, I argue, breeds conformity. Q: You discuss consumer devotion to a product or service in your chapter on "category blur." What do you see happening to View Details
Keywords:
by Sarah Jane Gilbert
- Video
Vimal Shah
Vimal Shah, Co-Founder and Chairman of Bidco Africa, discusses the group’s strategic approach to marketing soap products in Kenya, targeting the bottom of the pyramid market with multiple brands at different price points to compete with large multinationals such as...
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- Article
The Counterfeit Self: The Deceptive Costs of Faking It
By: Francesca Gino, Michael I. Norton and Dan Ariely
Although people buy counterfeit products to signal positive traits, we show that wearing counterfeit products makes individuals feel less authentic and increases their likelihood of both behaving dishonestly and judging others as unethical. In four experiments,...
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Gino, Francesca, Michael I. Norton, and Dan Ariely. "The Counterfeit Self: The Deceptive Costs of Faking It." Psychological Science 21, no. 5 (May 2010): 712–720.
- May–June 2024
- Article
What Makes a Successful Celebrity Brand?
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work.
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Keywords:
Celebrities;
Celebrity Endorsement;
Celebrity Management;
Celebrity;
Direct To Consumer Marketing;
DTC;
Influencer Marketing;
Influencers;
Influencer Advertising;
Influencer;
Brands and Branding;
Product Marketing;
Power and Influence;
Advertising;
Social Media;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, Leonard A. Schlesinger, and Matt Higgins. "What Makes a Successful Celebrity Brand?" Harvard Business Review 102, no. 3 (May–June 2024): 50–55.
- June 2014
- Case
Going Social: Durex in China
By: Mikolaj Jan Piskorski and Aaron Smith
When Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese...
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Keywords:
Distribution;
Multinational Firms and Management;
Internet and the Web;
Marketing Communications;
Brands and Branding;
Consumer Products Industry;
China
Piskorski, Mikolaj Jan, and Aaron Smith. "Going Social: Durex in China." Harvard Business School Case 714-430, June 2014.
- July 2020
- Teaching Note
Shindigz
By: Frank Cespedes
Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded...
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- July 2022 (Revised February 2024)
- Teaching Note
The DivaCup: Navigating Distribution and Growth
By: Ayelet Israeli
Teaching Note for HBS Case No. 519-055. When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique...
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Keywords:
Female;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Health & Wellness;
Healthcare;
Price Policies;
Minimum Advertised Price;
Differentiation;
Positioning;
Growth;
Health;
Health Care and Treatment;
Price;
Disruption;
Distribution;
Distribution Channels;
Competitive Strategy;
Competition;
Growth Management;
Mission and Purpose;
Product Development;
Product Marketing;
Product Launch;
Product Positioning;
Advertising;
Business Startups;
Internet and the Web;
Entrepreneurship;
Social Entrepreneurship;
Social Issues;
Social Enterprise;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Canada;
United States;
United Kingdom
- March 2019 (Revised April 2021)
- Case
The DivaCup: Navigating Distribution and Growth
By: Ayelet Israeli
When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the...
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Keywords:
Female;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Health & Wellness;
Healthcare;
Price Policies;
Minimum Advertised Price;
Differentiation;
Positioning;
Growth;
Health;
Health Care and Treatment;
Price;
Disruption;
Distribution;
Distribution Channels;
Competitive Strategy;
Competition;
Growth Management;
Mission and Purpose;
Product Development;
Product Marketing;
Product Launch;
Product Positioning;
Advertising;
Business Startups;
Internet and the Web;
Entrepreneurship;
Social Entrepreneurship;
Social Issues;
Social Enterprise;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Canada;
United States;
United Kingdom
Israeli, Ayelet. "The DivaCup: Navigating Distribution and Growth." Harvard Business School Case 519-055, March 2019. (Revised April 2021.)
- December 2010 (Revised January 2012)
- Case
Zespri
By: Jose B. Alvarez and Mary Louise Shelman
Grower-owned Zespri is the sole exporter of New Zealand-grown kiwifruit outside of Australia and New Zealand. Facing growing international competition, Zespri invested in consumer branding and innovation, which has led to new types of kiwifruit that taste better and...
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- August 2023 (Revised September 2023)
- Case
Zegna
By: Rohit Deshpandé, Dante Roscini and Elena Corsi
In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of...
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- December 2023 (Revised February 2024)
- Case
21Seeds: Taking Shots at Breakout Growth
21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a...
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Keywords:
Mergers and Acquisitions;
Business Startups;
Growth and Development Strategy;
Brands and Branding;
Product Positioning;
Distribution Channels;
Sales;
Food and Beverage Industry
Ofek, Elie, Julian De Freitas, Michael Moynihan, and Nicole Tempest Keller. "21Seeds: Taking Shots at Breakout Growth." Harvard Business School Case 524-008, December 2023. (Revised February 2024.)
- 14 Feb 2011
- Research & Ideas
Clay Christensen’s Milkshake Marketing
an entire brand around a particular job-to-be-done. Quite simply, purpose branding involves naming the product after the purpose it serves. Kodak, for example, has seen great...
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- July 2008 (Revised February 2009)
- Case
(PRODUCT) RED (A)
By: Youngme E. Moon, Michael I. Norton and David Chen
Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap,...
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Keywords:
Investment Funds;
Philanthropy and Charitable Giving;
Brands and Branding;
Marketing Strategy;
Social Marketing;
Social Enterprise;
Africa
Moon, Youngme E., Michael I. Norton, and David Chen. "(PRODUCT) RED (A)." Harvard Business School Case 509-013, July 2008. (Revised February 2009.)
- August 2016
- Case
S'well: The Mass Market Decision
By: Youngme Moon
This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market.
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Keywords:
Brands and Branding;
Marketing;
Business Startups;
Entrepreneurship;
Distribution;
Strategy;
United States
Moon, Youngme. "S'well: The Mass Market Decision." Harvard Business School Case 317-019, August 2016.
- February 2005 (Revised April 2011)
- Case
Haier's U.S. Refrigerator Strategy
By: Pankaj Ghemawat, Thomas M. Hout and Jordan I. Siegel
Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a U.S. factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian...
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Keywords:
Factories, Labs, and Plants;
Global Strategy;
Growth and Development Strategy;
Brands and Branding;
Market Entry and Exit;
Competitive Strategy;
Consumer Products Industry;
China;
United States
Ghemawat, Pankaj, Thomas M. Hout, and Jordan I. Siegel. "Haier's U.S. Refrigerator Strategy." Harvard Business School Case 705-475, February 2005. (Revised April 2011.)