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All HBS Web
(3,366)
- People (9)
- News (586)
- Research (2,295)
- Events (7)
- Multimedia (7)
- Faculty Publications (1,240)
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- August 1990
- Case
Giovanni Buton: International Marketing Strategy
Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such...
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Keywords:
Marketing Strategy;
Globalized Markets and Industries;
Manufacturing Industry;
Food and Beverage Industry;
Italy;
European Union
Buzzell, Robert D. "Giovanni Buton: International Marketing Strategy." Harvard Business School Case 591-023, August 1990.
- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically...
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Keywords:
Marketing;
Brands;
Brand Management;
Brand Building;
Brand Positioning;
Competitive Positioning;
Marketing Strategy;
Brands and Branding;
Managerial Roles;
Strategy;
Product Positioning;
Consumer Behavior;
Biography;
Success;
Perception;
Markets;
Power and Influence;
Consumer Products Industry;
Beauty and Cosmetics Industry;
Apparel and Accessories Industry;
Auto Industry;
Fashion Industry;
Food and Beverage Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- 18 Nov 2003
- Other Presentation
The U.S. Homebuilding Industry and The Competitive Position of Large Builders
Strategy presentation at the Centex Investor Conference, New York. Topics include: The structure of the homebuilding industry, the competitive advantages of large homebuilders, market assessment of homebuilding versus other industries and the role of investors in...
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Porter, Michael E. "The U.S. Homebuilding Industry and The Competitive Position of Large Builders." Centex Investor Conference, New York, NY, November 18, 2003.
- 18 Mar 2009
- Research & Ideas
Marketing After the Recession
recession has not been kind to marketers. In many multinationals, the positive financial impacts of recession-busting marketing plans have been obliterated by commodity price volatility and...
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- August 1984
- Case
Competitive Positioning in the Dishwasher Industry (D): General Electric (GE)
By: Joseph L. Bower
Bower, Joseph L. "Competitive Positioning in the Dishwasher Industry (D): General Electric (GE)." Harvard Business School Case 385-048, August 1984.
- Article
Brand Values and Capital Market Valuation
By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik
Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant...
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Barth, Mary, Michael B. Clement, George Foster, and Ron Kasznik. "Brand Values and Capital Market Valuation." Review of Accounting Studies 3, nos. 1-2 (1998): 41–68.
- August 1984
- Case
Competitive Positioning in the Dishwasher Industry (E): Sears' Dishwasher Dilemma
By: Joseph L. Bower
Bower, Joseph L. "Competitive Positioning in the Dishwasher Industry (E): Sears' Dishwasher Dilemma." Harvard Business School Case 385-049, August 1984.
- Article
Priced and Unpriced Online Markets
By: Benjamin Edelman
With forces both supporting and opposing zero prices, typical Internet-related activities—like surfing the web, web searches, and e-mail, along with behind-the-scenes practices like domain names and the allocation of IP (Internet Protocol) addresses—present a natural...
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Edelman, Benjamin. "Priced and Unpriced Online Markets." Journal of Economic Perspectives 23, no. 3 (Summer 2009): 21–36.
- October 2019 (Revised December 2019)
- Case
La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand
By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej
As 2018 neared its end, Laetitia Toupet, international general manager of L’Oréal’s La Roche-Posay brand reflected on the brand’s achievements over the past year. At €1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the...
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Keywords:
Branding;
Brand Management;
Consumer Products;
Brand Positioning;
Target Market;
Global Brands;
Global Marketing;
Marketing;
Marketing Strategy;
Brands and Branding;
Globalized Firms and Management;
Consumer Products Industry;
Beauty and Cosmetics Industry;
Health Industry;
France;
Europe;
Brazil;
China;
Asia;
South America;
United States;
North America
Avery, Jill, Vincent Dessain, and Mette Fuglsang Hjortshoej. "La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand." Harvard Business School Case 520-035, October 2019. (Revised December 2019.)
- May 2010
- Article
Aggregate Market Reaction to Earnings Announcements
By: William Cready and Umit G Gurun
This analysis identifies a distinct immediate announcement period negative relation between earnings announcement surprises and aggregate market returns. Such a relation implies that market participants use earnings information in forming expectations about expected...
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Cready, William, and Umit G Gurun. "Aggregate Market Reaction to Earnings Announcements." Journal of Accounting Research 48, no. 2 (May 2010): 289–334.
- Article
Competing with a Goliath
By: Jill Avery
A Peruvian apparel company struggles to position itself against a global brand.
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Keywords:
Brand Management;
Brand Positioning;
Competitive Positioning;
Marketing;
Brands and Branding;
Marketing Strategy;
Apparel and Accessories Industry;
Peru;
Latin America;
South America
Avery, Jill. "Competing with a Goliath." Harvard Business Review 94, no. 10 (October 2016): 117–121.
- September 2001
- Article
The Emerging Position of the Internet as an Advertising Medium
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "The Emerging Position of the Internet as an Advertising Medium." Netnomics 3, no. 2 (September 2001): 129–148.
- June 1994
- Case
Green Marketing at Rank Xerox
Xerox Corp. is on the verge of launching a new line of photocopiers made largely from refurbished or recycled parts. In spite of this reclaimed content, the company intends to position the machines as "new." The move is a response to growing environmental pressures in...
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Keywords:
Product Positioning;
Machinery and Machining;
Environmental Sustainability;
Manufacturing Industry;
Consumer Products Industry;
Europe
Rayport, Jeffrey F. "Green Marketing at Rank Xerox." Harvard Business School Case 594-047, June 1994.
- March 2009 (Revised October 2009)
- Case
CalPERS' Emerging Equity Markets Principles
By: Robert G. Eccles and Aldo Sesia
The California Public Employees' Retirement System (CaIPERS)—the largest public pension fund in the U.S.—had adopted a new principles-based approach to investing in emerging market equities in November 2007. Previously, CalPERS internal and external money managers were...
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Keywords:
Values and Beliefs;
Investment Return;
Investment Funds;
Investment Portfolio;
Emerging Markets;
Corporate Social Responsibility and Impact;
Value;
Financial Services Industry;
Public Administration Industry;
China;
California
Eccles, Robert G., and Aldo Sesia. "CalPERS' Emerging Equity Markets Principles." Harvard Business School Case 409-054, March 2009. (Revised October 2009.)
- Article
Good Markets (Really Do) Make Good Neighbors
This article gives a (very) brief exposition of what market design is, along with four examples of market design in action. Loosely themed after Robert Frost’s poem “Mending Wall,” the examples demonstrate ways in which market design can break barriers—physical,...
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Kominers, Scott Duke. "Good Markets (Really Do) Make Good Neighbors." ACM SIGecom Exchanges 16, no. 2 (June 2018).
- October 2008
- Class Lecture
Marketing as Competitive Advantage: Fundamentals
By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska
Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,...
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- August 1984
- Case
Competitive Positioning in the Dishwasher Industry (C): Sears, Roebuck and Co.
By: Joseph L. Bower
Bower, Joseph L. "Competitive Positioning in the Dishwasher Industry (C): Sears, Roebuck and Co." Harvard Business School Case 385-047, August 1984.
- September 2004 (Revised March 2007)
- Case
G.I. JOE: Marketing an Icon
In the winter of 2003, Billy Lagor, the Hasbro toy company's brand manager for G.I. JOE, faced a set of decisions that would ultimately determine the 2004 marketing plan for the G.I. JOE brand. Under consideration were three different ways to market the military action...
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Keywords:
Product Positioning;
Marketing Strategy;
Brands and Branding;
Consumer Products Industry;
United States
McGovern, Gail J. "G.I. JOE: Marketing an Icon." Harvard Business School Case 505-030, September 2004. (Revised March 2007.)
- Teaching Interest
Overview
By: Robert J. Dolan
Professor Dolan's main teaching interest is marketing management. Recent materials developed include notes on marketing research, product policy, and marketing strategy and cases on leading companies such as Catalina Marketing, Kiehl's, Planters Nut and Cox Media's...
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- January 2019 (Revised November 2019)
- Case
Ajeej Capital: Investing in Emerging Markets
By: Luis M. Viceira and Eren Kuzucu
In October 2007, Tarek Sakka and Fouad Dajani launched Ajeej Capital, the first independent investment advisory in the MENA region. Fittingly named ajeej, an Arabic word that translates to “growth and propagation in a chaotic setting,” the firm’s AUM grew from $20...
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Keywords:
Security Selection;
Investments;
Growth;
Culture;
UAE;
Finance;
Asset Management;
Emerging Markets;
Capital Markets;
Investment;
Growth Management;
Risk Management;
Middle East;
Saudi Arabia;
Dubai;
United Arab Emirates;
Egypt;
North Africa
Viceira, Luis M., and Eren Kuzucu. "Ajeej Capital: Investing in Emerging Markets." Harvard Business School Case 219-029, January 2019. (Revised November 2019.)