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- Faculty Publications (145)
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All HBS Web
(523)
- Faculty Publications (145)
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Positioning;
Competitive Positioning;
Competition;
Brands and Branding;
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- 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;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- June 2009
- Case
Manchester Products: A Brand Transition Challenge
By: John A. Quelch and Heather Beckham
In January of 2005, Manchester Products Inc., a longtime leader in office furniture that only recently entered into the home furniture market, acquired Paul Logan's Furniture Division (PLFD). The acquisition of PLFD made Manchester an instant market leader in household...
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Keywords:
Acquisitions;
Consumer Marketing;
Brand Equity;
Branding;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Mergers and Acquisitions;
Retail Industry;
Retail Industry;
United States
Quelch, John A., and Heather Beckham. "Manchester Products: A Brand Transition Challenge." Harvard Business School Brief Case 094-043, June 2009.
- June 2009 (Revised April 2017)
- Case
Christian Dior: A New Look for Haute Couture
By: Geoffrey Jones and Veronique Pouillard
The case describes the foundation of Christian Dior, the leading Parisian fashion house, in 1946 and its subsequent globalization strategy. After explaining the historical origins of France's preeminence in upscale fashion, the case explores the challenges to this...
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Keywords:
Global Strategy;
Globalized Firms and Management;
Globalized Markets and Industries;
Business History;
Innovation Strategy;
Luxury;
Fashion Industry;
France;
New York (city, NY)
Jones, Geoffrey, and Veronique Pouillard. "Christian Dior: A New Look for Haute Couture." Harvard Business School Case 809-159, June 2009. (Revised April 2017.)
- October 2008
- Course Overview Note
The Devil Wears Prada (General Version) (TN)
By: Howard H. Stevenson and Shirley Spence
Keywords:
Fashion Industry
- October 2008 (Revised January 2015)
- Teaching Note
Polanco: A Fashionable Opportunity
By: Arthur I Segel and Ben Creo
Teaching Note for [209012].
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- August 2008 (Revised January 2014)
- Case
Polanco: A Fashionable Opportunity
By: Arthur I Segel and Ben Creo
Roberto Charvel is a young MBA graduate making his first personal real estate investment in his native Mexico City. Charvel is planning to purchase and renovate a nine-unit apartment building. Is the market good? Should he sell or lease the units? How should he handle...
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Segel, Arthur I., and Ben Creo. "Polanco: A Fashionable Opportunity." Harvard Business School Case 209-012, August 2008. (Revised January 2014.)
- June 2008
- Case
Threadless: The Business of Community
By: Karim R. Lakhani and Zahra Kanji
Threadless.com, the online, Chicago-based t-shirt company, was not your typical fashion apparel company. The company, run by Jake Nickell, Jacob DeHart, and Jeffrey Kalmikoff, turned the fashion business on its head by enabling anyone to submit designs for t-shirts and...
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Keywords:
Business Model;
Business Startups;
Innovation and Invention;
Product Design;
Partners and Partnerships;
Social and Collaborative Networks;
Apparel and Accessories Industry
Lakhani, Karim R., and Zahra Kanji. "Threadless: The Business of Community." Harvard Business School Multimedia/Video Case 608-707, June 2008.
- June 2008 (Revised April 2013)
- Case
Bernd Beetz: Creating the New Coty
By: Geoffrey Jones and David Kiron
Considers the creation of the world's largest fragrance company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty...
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Keywords:
Mergers and Acquisitions;
Entrepreneurship;
Globalized Firms and Management;
Growth and Development Strategy;
Corporate Strategy;
Beauty and Cosmetics Industry;
Germany;
United States
Jones, Geoffrey, and David Kiron. "Bernd Beetz: Creating the New Coty." Harvard Business School Case 808-133, June 2008. (Revised April 2013.)
- February 2008 (Revised June 2008)
- Case
Shoppers' Stop Group (SSG)
By: Rajiv Lal and Virginia Fuller
As B.S. Nagesh thumbed through the 2006-2007 Annual Report for Shoppers' Stop Group (SSG), action shots of healthy-looking people dressed in the latest fashions amid the words "Redefining Retail" brought a smile to his face. As managing director of SSG-a Rs 8.9 billion...
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Keywords:
Developing Countries and Economies;
Initial Public Offering;
Growth and Development Strategy;
Marketing Strategy;
Emerging Markets;
Retail Industry;
India
Lal, Rajiv, and Virginia Fuller. "Shoppers' Stop Group (SSG)." Harvard Business School Case 508-017, February 2008. (Revised June 2008.)
- November 2006 (Revised March 2007)
- Case
Liz Claiborne and the New Working Woman
By: Anthony Mayo and Mark Benson
At age 47, with two decades of experience as a lead designer for a Fortune 500 fashion company, Liz Claiborne put her life savings on the line to form Liz Claiborne, Inc., a partnership that included her husband. A decade later, in 1986, Claiborne was CEO of her own...
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- May 2006 (Revised June 2006)
- Case
Icebreaker: The China Entry Decision
By: Joseph B. Lassiter III and Dan Heath
Jeremy Moon, CEO of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding U.S. and European markets vs. broadening his attack to include China. If he enters China, should he continue his...
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Keywords:
Brands and Branding;
Product Positioning;
Global Strategy;
Expansion;
Decision Choices and Conditions;
Market Entry and Exit;
Marketing Strategy;
Apparel and Accessories Industry;
China;
United States;
Europe
Lassiter, Joseph B., III, and Dan Heath. "Icebreaker: The China Entry Decision." Harvard Business School Case 806-195, May 2006. (Revised June 2006.)
- March 2006
- Teaching Note
Alessi: Evolution of an Italian Design Factory (A)-(D) (TN)
By: Youngme E. Moon
- March 2006 (Revised November 2006)
- Case
The Market and the Mountain Kingdom: Change in Lesotho's Textile Industry
By: Rawi E. Abdelal, Regina M. Abrami, Noel Maurer and Aldo Musacchio
In Maseru, the capital of the Kingdom of Lesotho, the stirrings of industrialization and modernization were promising, and more than 50,000 workers, mostly women, were employed in the textile sector; the figure reflected more than a threefold increase in just a few...
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Keywords:
History;
Labor Unions;
Trade;
Business and Stakeholder Relations;
Financial Crisis;
Globalized Markets and Industries;
Business and Government Relations;
Decision Choices and Conditions;
Foreign Direct Investment;
Developing Countries and Economies;
Fashion Industry;
Fashion Industry;
Lesotho
Abdelal, Rawi E., Regina M. Abrami, Noel Maurer, and Aldo Musacchio. "The Market and the Mountain Kingdom: Change in Lesotho's Textile Industry." Harvard Business School Case 706-043, March 2006. (Revised November 2006.)
- February 2006
- Case
Bumble and bumble: Building a Successful Business in Beauty and Fashion
By: Nancy F. Koehn and Erica Helms
Explores the creation and subsequent rise of Bumble and bumble, a trend-setting hair-care company. Analyzes the vision and achievements of the founding entrepreneur, Michael Gordon, and charts the evolution of the company within the $230 billion global beauty industry....
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Keywords:
Corporate Entrepreneurship;
Brands and Branding;
Mergers and Acquisitions;
Business Strategy;
Financial Condition;
Business Growth and Maturation;
Success;
Distribution;
Beauty and Cosmetics Industry;
Beauty and Cosmetics Industry
Koehn, Nancy F., and Erica Helms. "Bumble and bumble: Building a Successful Business in Beauty and Fashion." Harvard Business School Case 806-084, February 2006.
- November 2005 (Revised September 2007)
- Case
Beijing Hualian
By: David E. Bell and Mary L. Shelman
China's fifth largest domestic retailer faced intensifying competition from Wal-Mart and Carrefour with the opening of China's fast-growing retail market in January 2005. In response, Beijing Hualian developed a new "Family Store" format targeted at the nation's...
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Keywords:
Marketing Strategy;
Product Positioning;
Consumer Behavior;
Competition;
Corporate Strategy;
Retail Industry;
China
Bell, David E., and Mary L. Shelman. "Beijing Hualian." Harvard Business School Case 906-403, November 2005. (Revised September 2007.)
- November 2005 (Revised February 2006)
- Module Note
Rethinking Branding
By: Youngme E. Moon
The classical branding paradigm assumes that brands should be built to last and that the role of the brand manager is to protect the long-term sustainability of the brand. Outlines the structure and content of an eight-session module that offers a more expansive...
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Keywords:
Brands and Branding
Moon, Youngme E. "Rethinking Branding." Harvard Business School Module Note 506-039, November 2005. (Revised February 2006.)
- July 2005 (Revised July 2006)
- Case
Icebreaker: The US Entry Decision
By: Joseph B. Lassiter III and Dan Heath
Jeremy Moon, CEO of Icebreaker, merino wool, outdoor apparel manufacturer, believed the company could be a big hit in the United States, despite the presence of entrenched rivals. But Icebreaker clearly needed a new distribution approach. One option was to position...
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Keywords:
Market Entry and Exit;
Distribution Channels;
Product Launch;
Product Development;
Brands and Branding;
Manufacturing Industry;
Manufacturing Industry;
Manufacturing Industry;
New Zealand;
United States
Lassiter, Joseph B., III, and Dan Heath. "Icebreaker: The US Entry Decision." Harvard Business School Case 806-006, July 2005. (Revised July 2006.)
- June 2005
- Background Note
Overview of the Japanese Apparel Market
By: Rajiv Lal and Arar Han
Provides an overview of the Japanese apparel market, which was a 13.1 trillion yen industry in 2003, reflecting 5.5% year-over-year shrinkage since 1997, when retailers logged 17.5 trillion yen in sales. Compared to their global counterparts, Japanese apparel shoppers...
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Keywords:
Trends;
Financial Crisis;
Trade;
Emerging Markets;
Sales;
Luxury;
Competition;
Segmentation;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Asia;
China;
Japan;
Korean Peninsula
Lal, Rajiv, and Arar Han. "Overview of the Japanese Apparel Market." Harvard Business School Background Note 505-068, June 2005.
- July 2004 (Revised March 2006)
- Teaching Note
The Birth of the Swatch (TN)
By: Youngme E. Moon
Teaching Note to (2-504-096).
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