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All HBS Web
(1,228)
- People (6)
- News (227)
- Research (839)
- Events (1)
- Multimedia (2)
- Faculty Publications (417)
- February 2018
- Case
Montes Calcados: A Step Ahead
By: James L. Heskett and James T. Kindley
Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at...
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Keywords:
Brands and Branding;
Distribution Channels;
Growth and Development Strategy;
Marketing Strategy;
Global Range;
Apparel and Accessories Industry;
Retail Industry
Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018.
- 01 Jun 2023
- News
In Full Flower
“Flowers are a very emotive product category, but it didn’t seem that anyone had built a brand that people loved and trusted,” Gelbard recalls. “So often we just turned to a Google search. And the technology...
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- March 2007 (Revised March 2007)
- Case
Burt's Bees: Leaving the Hive
Rapid growth is pushing Burt's Bees' natural personal care products into mass distribution channels, with products and brand elements that are less quirky, more commercial than they used to be. Indeed, CEO John Replogle believes that by focusing on efficacious,...
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Keywords:
Growth Management;
Consumer Behavior;
Asset Pricing;
Entrepreneurship;
Distribution Channels;
Product Development;
Brands and Branding;
Beauty and Cosmetics Industry;
United States
Wathieu, Luc R., and Laura Winig. "Burt's Bees: Leaving the Hive." Harvard Business School Case 507-017, March 2007. (Revised March 2007.)
- November 1983 (Revised May 1990)
- Case
Procter & Gamble Co. (A)
By: John A. Quelch
An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial...
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Keywords:
Product Positioning;
Advertising;
Product Launch;
Brands and Branding;
Consumer Products Industry;
United States
Quelch, John A. "Procter & Gamble Co. (A)." Harvard Business School Case 584-047, November 1983. (Revised May 1990.)
- Research Summary
Utilizing Display, Feature and Price Promotions: Getting the Biggest Bang for the Buck
Firms are continuously looking for more efficient ways to influence consumers to purchase their brand. Professor Lemon is conducting research to understand what motivates consumers' purchases of products and services. Her research suggests new strategies for category...
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- 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.
- February 2019 (Revised September 2021)
- Case
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;
Competitive Advantage;
Corporate Strategy;
Value Creation;
Competition;
Disruption;
Innovation and Invention;
Five Forces Framework;
Market Entry and Exit
Esty, Benjamin C., and Daniel Fisher. "The a2 Milk Company." Harvard Business School Case 719-424, February 2019. (Revised September 2021.)
- July 2022
- Teaching Note
Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli, Fares Khrais and Menna Hassan
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...
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Keywords:
Digital Marketing;
Bricks And Mortar;
Franchise Management;
Franchising;
Dealer Network;
Dealers;
B2B;
B2B2C;
Tradition;
Culture Change;
Cultural Adaptation;
Omnichannel;
Omnichannel Retail;
Omni-channel;
Omnichannel Retailing;
Sales Channels;
Sales Channel Development;
Channel Management;
Channels Of Distribution;
Marketplace;
Platforms;
Collaboration;
Online Channel;
Online Data;
Online Sales;
Online Shopping;
Online;
Retail;
Retailing;
Disruption;
Transformation;
Franchise Ownership;
Change Management;
Partners and Partnerships;
Consumer Behavior;
Sales;
Internet and the Web;
Marketing Strategy;
Conflict and Resolution;
Conflict Management;
Organizational Culture;
Distribution Channels;
Digital Transformation;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Turkey
- November 2009 (Revised January 2010)
- Case
Communispace
By: Anat Keinan
Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing...
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Keywords:
Customer Focus and Relationships;
Brands and Branding;
Product Launch;
Network Effects;
Social and Collaborative Networks;
Online Technology;
Communications Industry;
Media and Broadcasting Industry
Keinan, Anat. "Communispace." Harvard Business School Case 510-018, November 2009. (Revised January 2010.)
Jill J. Avery
Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details
- 01 Jun 2023
- News
Buy Big, Sell Small
bus to restock. Their orders are relatively small, so they can’t negotiate on prices or credit terms,” adds Shruti, who watched her uncle’s kirana go out of business years ago due to issues with pricing and product selection. ApnaKlub...
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- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating...
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Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Social Media;
E-commerce;
Analytics and Data Science;
Consumer Products Industry;
Consumer Products Industry;
United States;
North America;
Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- 01 Jun 2023
- News
Action Plan: Net Proceeds
“I’m a root-cause kind of guy,” says Robert Goodwin (GMP 3, 2007), reflecting on a military, government, and civilian career that has taken him from counterdrug operations in Colombia to assisting with the peace process in Sudan to rebuilding the health care system in...
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- October 2006 (Revised May 2007)
- Case
Academia Barilla
By: David E. Bell and Mary L. Shelman
Barilla, the world's largest pasta company, has introduced a new high-quality, high-priced product line that features a range of authentic Italian food products sourced from artisan producers. Management believes the line will appeal to consumers seeking healthier...
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Keywords:
Supply Chain;
Plant-Based Agribusiness;
Brands and Branding;
Decision Choices and Conditions;
Family Ownership;
Nutrition;
Product Development;
Investment;
Food and Beverage Industry;
Italy
Bell, David E., and Mary L. Shelman. "Academia Barilla." Harvard Business School Case 507-001, October 2006. (Revised May 2007.)
- November 2004
- Case
Innocent Drinks
By: William A. Sahlman and Dan Heath
The three founders of a London-based, start-up smoothie company must decide between three growth options: expansion of the existing product line into Europe, extension of the brand into other product categories, or continued organic growth within the United Kingdom.
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Keywords:
Growth Management;
Expansion;
Business Growth and Maturation;
Industry Growth;
Corporate Entrepreneurship;
Corporate Finance;
Brands and Branding;
Food and Beverage Industry;
United Kingdom;
Europe
Sahlman, William A., and Dan Heath. "Innocent Drinks." Harvard Business School Case 805-031, November 2004.
- Research Summary
The Ownership of Deep Metaphors
By: Gerald Zaltman
Deep metaphors are basic orienting structures of human thought. They guide in subtle and overt ways how customers and managers process information about any product, service, or activity and event. It is essential for a firm to understand deep metaphors as they are...
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- June 2004 (Revised November 2004)
- Case
Birth of the Swatch, The
By: Youngme E. Moon
In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also...
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Keywords:
History;
Management;
Product Positioning;
Marketing Strategy;
Business Startups;
Brands and Branding;
Manufacturing Industry
Moon, Youngme E. "Birth of the Swatch, The." Harvard Business School Case 504-096, June 2004. (Revised November 2004.)
- September 1991 (Revised August 1996)
- Case
Procter & Gamble Co., The: Lenor Refill Package
By: John A. Quelch
The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package.
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Keywords:
Multinational Firms and Management;
Environmental Sustainability;
Product Launch;
Brands and Branding;
Consumer Products Industry;
Germany;
United States
Quelch, John A., Minette E. Drumwright, and Julie Yao. "Procter & Gamble Co., The: Lenor Refill Package." Harvard Business School Case 592-016, September 1991. (Revised August 1996.)
- August 2015 (Revised March 2017)
- Supplement
Planters Nuts (B): The Power of the Peanut
By: Robert J. Dolan and Donald K. Ngwe
This case picks up from the events in Planters Nuts and describes how the new management team for Planters turned the brand around in 2013 by implementing a new brand positioning accompanied by a multimillion dollar marketing campaign.
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Dolan, Robert J., and Donald K. Ngwe. "Planters Nuts (B): The Power of the Peanut." Harvard Business School Supplement 516-012, August 2015. (Revised March 2017.)
- November 2015 (Revised November 2016)
- Case
Huaxia: Building a U.S.-Style Dairy in China
By: Tarun Khanna, Nancy Hua Dai and Juan Ma
In 2015, Charles Shao, chairman of Huaxia, considered the alternatives to ensure sustainable growth of Huaxia and rebuild the overall health of China's dairy industry. He came to China in 2004 and set up Huaxia dairy farm with the goal to build a world-class dairy farm...
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Keywords:
Entrepreneurship;
Strategy;
Corporate Social Responsibility and Impact;
Emerging Markets;
Agribusiness;
Agriculture and Agribusiness Industry;
China
Khanna, Tarun, Nancy Hua Dai, and Juan Ma. "Huaxia: Building a U.S.-Style Dairy in China." Harvard Business School Case 716-414, November 2015. (Revised November 2016.)