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Show Results For
-
All HBS Web
(927)
- People (2)
- News (279)
- Research (481)
- Multimedia (1)
- Faculty Publications (211)
- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who...
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Keywords:
Brand;
Branding;
Direct-to-consumer;
DTC;
Influencers;
Influencer Marketing;
Fashion;
Growth;
Direct Marketing;
Influence;
Reputation;
Social Inference;
Consumer Goods;
Consumer Products;
Female Entrepreneur;
Female Protagonist;
Entrepreneurship And Strategy;
Brand & Product Management;
Competitive Advantage;
Online Followers;
Retail;
Retail Formats;
Retailing;
Online Retail;
Celebrities;
Celebrity;
Celebrity Endorsement;
Go To Market Strategy;
Apparel;
Startup Marketing;
Startups;
Social Influencers;
Brands and Branding;
Growth and Development Strategy;
Growth Management;
Distribution Channels;
Digital Marketing;
Advertising;
Power and Influence;
Social Media;
Fashion Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
- 01 Sep 2023
- News
Action Plan: In Context
launch a direct-to-consumer women’s wellness brand that incorporates traditional Chinese medicine. The world needs etiquette more than ever today, Ho says. “Every time I open a newspaper there’s a fresh story of epic rudeness, whether...
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- 12 Feb 2021
- News
How Dunkin’ Donuts Took Over the World
Subscribe on iTunes Subscribe on Spotify More Skydeck episodes Courtesy Bob Rosenberg Courtesy Bob Rosenberg Dan Morrell: In 1963, Bob Rosenberg’s (MBA 1963) father asked him to become CEO of Universal Food Systems—which included a regional View Details
Keywords:
brands;
leadership;
management;
strategy;
operations;
career;
Food and Beverage Stores;
Retail Trade
- January 2015 (Revised October 2018)
- Case
Nasty Gals Do It Better
By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman
In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old....
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Keywords:
Business Growth;
Brand Management;
Online Retail;
Clothing;
Apparel;
Expansion;
Growth and Development Strategy;
Brands and Branding;
Management;
Marketing Strategy;
Strategic Planning;
Social Media;
E-commerce;
Digital Marketing;
Retail Industry;
Apparel and Accessories Industry;
United States
Collis, David, Diane Chang, Matthew Shaffer, and Ashley Hartman. "Nasty Gals Do It Better." Harvard Business School Case 715-412, January 2015. (Revised October 2018.)
- April 2010 (Revised November 2011)
- Case
Soren Chemical: Why Is the New Swimming Pool Product Sinking?
By: V. Kasturi Rangan and Sunru Yong
Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling...
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Keywords:
Marketing Mix;
New Product Marketing;
Pricing;
Branding;
Price;
Marketing Strategy;
Marketing Channels;
Product Launch;
Brands and Branding;
Communication Strategy;
Chemical Industry
Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why Is the New Swimming Pool Product Sinking?" Harvard Business School Brief Case 104-188, April 2010. (Revised November 2011.)
- Article
Why, When, and How Much to Entertain Consumers in Advertisements?: A Web-based Facial Tracking Field Study
By: Thales Teixeira, Rosalind Picard and Rana el Kaliouby
The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and...
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Keywords:
Face-tracking;
Entertainment;
Television;
Purchase Intent;
Commercials;
Facial Expressions;
Marketing Communication;
Advertising;
Television Entertainment;
Marketing;
Advertising Industry
Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-based Facial Tracking Field Study." Marketing Science 33, no. 6 (November–December 2014): 809–827.
- April 2010 (Revised November 2011)
- Teaching Note
Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)
By: V. Kasturi Rangan and Sunru Yong
Teaching Note for 4190
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- April 2010 (Revised November 2011)
- Supplement
Soren Chemical: Why is the New Swimming Pool Product Sinking? Spreadsheet Supplement (Brief Case)
By: V. Kasturi Rangan and Sunru Yong
- February 2018 (Revised January 2020)
- Case
SoulCycle: The Road Ahead
By: Ashish Nanda, Eric Van den Steen and Jeffrey Boyar
Julie Rice and Elizabeth Cutler founded SoulCycle, an indoor cycling studio chain, in 2006 as more than a health club; they wanted it to become a lifestyle brand that would “empower riders in an immersive fitness experience.” By early 2015, SoulCycle had grown to 38...
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Keywords:
Fitness;
Fitness Industry;
Exercise;
Cycling;
Boutique Fitness;
Exit Strategy;
Growth;
Bicycles;
Retail;
Pricing;
Community;
SoulCycle;
Vision;
Health;
Leadership;
Strategy;
Marketing;
Decision Making;
Health Industry;
United States
Nanda, Ashish, Eric Van den Steen, and Jeffrey Boyar. "SoulCycle: The Road Ahead." Harvard Business School Case 718-499, February 2018. (Revised January 2020.)
- December 2022 (Revised January 2023)
- Case
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six...
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Keywords:
Stigma;
Product Innovation;
Product Introduction;
Product Differentiation;
New Products;
New Product Marketing;
New Product Management;
Brand Management;
Branding;
Packaging;
Positioning;
Growth Strategy And Execution;
Growth;
Cannabis Industry;
Purpose;
Purpose Brands;
LGBTQ;
Direct-to-consumer;
DTC;
Regulations;
Channels Of Distribution;
Product Development;
Product Marketing;
Product Positioning;
Product;
Innovation and Invention;
Brands and Branding;
Marketing;
Marketing Communications;
Marketing Channels;
Advertising;
Advertising Campaigns;
Digital Marketing;
Market Entry and Exit;
Governing Rules, Regulations, and Reforms;
Consumer Products Industry;
Food and Beverage Industry;
United States;
Canada;
North America
Israeli, Ayelet, and Anne V. Wilson. "Cann: High Hopes for Cannabis Infused Beverages." Harvard Business School Case 523-074, December 2022. (Revised January 2023.)
- May 2009 (Revised December 2009)
- Case
Reliance Baking Soda: Optimizing Promotional Spending
By: John A. Quelch and Heather Beckham
Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past...
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Keywords:
Communication Strategy;
Quantitative Analysis;
Consumer Marketing;
Marketing Planning;
Product Management;
Sales Promotions;
Program Budgeting;
Marketing Strategy;
Advertising;
Product Marketing;
Budgets and Budgeting;
Sales;
Consumer Products Industry
Quelch, John A., and Heather Beckham. "Reliance Baking Soda: Optimizing Promotional Spending." Harvard Business School Brief Case 094-127, May 2009. (Revised December 2009.)
- November 2022
- Background Note
The Future of E-Commerce: Lessons from the Livestream Wars in China
By: Ayelet Israeli, Jeremy Yang and Billy Chan
This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of...
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Keywords:
Retail;
Retailing;
E-commerce;
E-Commerce Strategy;
Ecommerce;
Channels Of Distribution;
Marketing Communication;
Livestream Commerce;
Marketing;
Marketing Channels;
Marketing Strategy;
Advertising;
Brands and Branding;
Media;
Consumer Behavior;
Social Media;
Retail Industry;
Consumer Products Industry;
Advertising Industry;
China;
United States;
United Kingdom
Israeli, Ayelet, Jeremy Yang, and Billy Chan. "The Future of E-Commerce: Lessons from the Livestream Wars in China." Harvard Business School Background Note 523-055, November 2022.
- 25 Aug 2022
- News
Action Plan: Fired Up
“We’re not a brand; we’re a community,” says Traeger Grills President and CEO Jeremy Andrus (MBA 2002). At his Salt Lake City–based barbecue equipment company, and throughout his career, Andrus has made developing company culture an entrepreneurial priority....
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- June 2015
- Case
The Coca-Cola Company's Case for Creative Transformation
By: Thales S. Teixeira and Elizabeth Anne Watkins
In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan...
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Keywords:
Attention Economics;
Creating Connections;
Digital Marketing;
Marketing Innovations;
Social Networks;
Advertising Content;
Networked Brand;
Beverage Industry;
Coca-Cola;
Digital Innovation;
Digital Transition;
Marketing;
Marketing Communications;
Innovation Strategy;
Social and Collaborative Networks;
Advertising;
Creativity;
Consumer Products Industry
Teixeira, Thales S., and Elizabeth Anne Watkins. "The Coca-Cola Company's Case for Creative Transformation." Harvard Business School Multimedia/Video Case 815-714, June 2015.
- November 2021
- Case
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making...
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Keywords:
Marketing And Society;
Brands;
Fashion;
Inclusion;
Consumer;
Corporate Social Responsibility;
Retail;
Apparel;
Disability;
Accessibility;
Marketing;
Brands and Branding;
Marketing Communications;
Product Marketing;
Social Marketing;
Product Launch;
Product Positioning;
Marketing Strategy;
Social Enterprise;
Society;
Corporate Social Responsibility and Impact;
Social Issues;
Consumer Behavior;
Fashion Industry;
Consumer Products Industry;
Apparel and Accessories Industry;
Retail Industry;
United States;
North America
Keenan, Elizabeth A., Sandra J. Sucher, and Shalene Gupta. "Tommy Hilfiger Adaptive: Fashion for All." Harvard Business School Case 522-053, November 2021.
- June 2017
- Case
Harmonie Water: Refreshing the World Naturally
By: John A. Quelch and John L. Teopaco
The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product...
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Keywords:
Brands and Branding;
Advertising;
Marketing Communications;
Global Strategy;
Food and Beverage Industry
Quelch, John A., and John L. Teopaco. "Harmonie Water: Refreshing the World Naturally." Harvard Business School Brief Case 917-527, June 2017.
- September 2000
- Case
Renaming Computer Power Group
Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for their ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus...
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Fournier, Susan M., and Andrea Carol Wojnicki. "Renaming Computer Power Group." Harvard Business School Case 501-007, September 2000.
- November 2004 (Revised April 2009)
- Case
Launching the New MINI
By: Douglas B. Holt and John A. Quelch
Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin...
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Keywords:
Advertising;
Brands and Branding;
Marketing Strategy;
Product Launch;
Creativity;
Auto Industry;
United States
Holt, Douglas B., and John A. Quelch. "Launching the New MINI." Harvard Business School Multimedia/Video Case 505-020, November 2004. (Revised April 2009.)
- September 1997
- Case
Bayer AG (B)
By: John A. Quelch
Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I.
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Keywords:
Globalized Firms and Management;
War;
Acquisition;
Trademarks;
Brands and Branding;
Communication Strategy;
Biotechnology Industry;
Pharmaceutical Industry;
Germany
Quelch, John A., and Robin Root. "Bayer AG (B)." Harvard Business School Case 598-032, September 1997.
- September 1997 (Revised October 1997)
- Case
Bayer AG (A)
By: John A. Quelch
Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both of which were confiscated by the U.S. government after World War I. The group also sets out to assess...
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Keywords:
Management Teams;
Brands and Branding;
War;
Communication;
Trademarks;
Acquisition;
Government and Politics;
Biotechnology Industry;
Pharmaceutical Industry;
Germany;
North America;
United States
Quelch, John A., and Robin Root. "Bayer AG (A)." Harvard Business School Case 598-031, September 1997. (Revised October 1997.)