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All HBS Web
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- Faculty Publications (185)
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides...
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Keywords:
Brand Positioning;
Branding;
Consumer Research;
Defensive Strategies;
Market Positioning;
Marketing;
Product Differentiation;
Product Positioning;
Strategic Positioning;
Value Proposition;
Customer Relationship Management;
Organizational Structure;
Customer Satisfaction;
Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- August 2013 (Revised November 2013)
- Case
Gordon Brothers: Collateralizing Corporate Loans by Brands
By: Paul Healy and Maria Loumioti
The case explores the collateralization of intellectual property in a loan agreement between a highly leveraged apparel company and a large US bank. Leveraging intangibles in the credit market is a new practice that has significantly grown over the past few years....
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Healy, Paul, and Maria Loumioti. "Gordon Brothers: Collateralizing Corporate Loans by Brands." Harvard Business School Case 114-016, August 2013. (Revised November 2013.)
- June 2013 (Revised November 2013)
- Case
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter...
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Keywords:
Measurement and Metrics;
Data and Data Sets;
Internet;
Software;
Communication Technology;
Advertising;
Social and Collaborative Networks;
Acquisition;
Television Entertainment;
Advertising Industry;
Media and Broadcasting Industry;
United States
Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
- April 2013
- Teaching Note
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and...
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- April 2013
- Case
Sterling Household Products Company
By: William E. Fruhan and Craig Stephenson
Sterling Household Products manufactures and markets a broad line of consumer goods from laundry soap and cosmetics to cleaning, disinfecting, and sanitizing products. The company has many highly regarded brand names and consistently reports impressive sales and...
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Fruhan, William E., and Craig Stephenson. "Sterling Household Products Company." Harvard Business School Brief Case 913-556, April 2013.
- 2012
- Chapter
Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM
By: Jill Avery and Susan Fournier
With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's...
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Keywords:
Brands;
Brand Management;
CRM;
Customer Relationship Management;
Customer Focus and Relationships;
Customers;
Marketing;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Consumer Products Industry
Avery, Jill, and Susan Fournier. "Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM." In Consumer-Brand Relationships: Theory and Practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, 301–316. Routledge, 2012. (Paperback edition published in 2013.)
- February 2013 (Revised May 2013)
- Case
Juan Valdez: Innovation in Caffeination
By: Michael I. Norton and Jeremy Dann
Corporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with café chain and packaged coffee ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The...
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Keywords:
Innovation;
Branding;
Global Business;
Sales;
Marketing;
Retailing;
Corporate Strategy;
Organizational Change;
Corporate Entrepreneurship;
Brands and Branding;
Innovation and Invention
Norton, Michael I., and Jeremy Dann. "Juan Valdez: Innovation in Caffeination." Harvard Business School Case 513-090, February 2013. (Revised May 2013.)
- February 2013
- Case
Diamond Foods, Inc.
By: Suraj Srinivasan and Tim Gray
The Diamonds Foods, Inc. case describes the major accounting blow up at the company in late 2011 that was triggered by a report by Off Wall Street, a prominent short selling research firm. Diamond Foods, a high flying growth company in 2011, grew from a walnut farmers'...
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Keywords:
Accounting Restatements;
Accounting Scandal;
Accounting;
Financial Analysis;
Financial Statement Analysis;
Short Selling;
Revenue Recognition;
Board Of Directors;
Audit Committees;
Auditing;
Financial Reporting;
Financial Statements;
Agribusiness;
Accrual Accounting;
Earnings Management;
Corporate Accountability;
Corporate Disclosure;
Corporate Governance;
Valuation;
Revenue;
Agriculture and Agribusiness Industry;
California;
Cambridge
Srinivasan, Suraj, and Tim Gray. "Diamond Foods, Inc." Harvard Business School Case 113-055, February 2013.
- 2013
- Chapter
Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story
By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers....
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Keywords:
Consumer Behavior;
Brands;
Brand Positioning;
Brand Equity;
Brand Management;
Advertising Campaigns;
Customer Focus and Relationships;
Marketing;
Brands and Branding;
Marketing Strategy;
Auto Industry;
Consumer Products Industry
Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
- 2013
- Case
Innovation and Development of China Machine Press in the New Century
By: F. Warren McFarlan, Ning Jia and Guo Jia
China Machine Press (CMP), founded in 1952, is a leading multi-field, multi-discipline and multimedia publishing group in China with large scale, comprehensive and specialized business that integrates paper media, audiovisual media and online media, and combines...
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McFarlan, F. Warren, Ning Jia, and Guo Jia. "Innovation and Development of China Machine Press in the New Century." Tsinghua University Case, 2013.
- 2013
- Teaching Note
Innovation and Development of China Machine Press in the New Century (TN)
By: F. Warren McFarlan, Ning Jia and Guo Jia
China Machine Press (CMP), founded in 1952, is a leading multi-field, multi-discipline and multimedia publishing group in China with large scale, comprehensive and specialized business that integrates paper media, audiovisual media and online media, and combines...
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McFarlan, F. Warren, Ning Jia, and Guo Jia. "Innovation and Development of China Machine Press in the New Century (TN)." Tsinghua University Teaching Note, 2013.
- June 2012
- Article
The Economic Value of Celebrity Endorsements
By: Anita Elberse and Jeroen Verleun
What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete...
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Keywords:
Stocks;
Value;
Advertising;
Sales;
Brands and Branding;
Decisions;
Economics;
Marketing Strategy;
Investment Return
Elberse, Anita, and Jeroen Verleun. "The Economic Value of Celebrity Endorsements." Journal of Advertising Research 52, no. 2 (June 2012): 149–165.
- October 2012 (Revised January 2014)
- Case
Building Brand Infosys
By: Rohit Deshpandé and Vidhya Muthuram
Infosys Limited was India's second largest exporter of IT services with annual revenues of $7 billion and a market capitalization of nearly $26 billion in 2012. The company, headquartered in Bangalore, India, had built its reputation as the Indian IT bellwether whose...
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Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.)
- December 2011
- Article
Globalization and Beauty: A Historical and Firm Perspective
By: G. Jones
This paper uses the beauty industry to explore the impact of globalization over the very long run. As the first wave of modern globalization started in the nineteenth century, there began a massive homogenization of beauty ideals around the world that has, to some...
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Keywords:
Globalization;
Business Ventures;
Trends;
Societal Protocols;
Value;
Brands and Branding;
Perception;
Entrepreneurship;
Beauty and Cosmetics Industry
Jones, G. "Globalization and Beauty: A Historical and Firm Perspective." Ou Mei yan jiu [EurAmerica] 41, no. 4 (December 2011): 885–916.
- June 2011 (Revised July 2012)
- Case
Reversing the AMD Fusion Launch
By: Elie Ofek and Ryan Johnson
AMD management needs to make a critical decision on the launch sequence of its next-generation technology called Fusion. The Fusion processor concept merges the central and graphics processing units (CPU and GPU) onto one chip-- yielding advantages in performance...
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Keywords:
Brands and Branding;
Marketing Strategy;
Product Launch;
Performance Effectiveness;
Strategic Planning;
Competition;
Value Creation;
Computer Industry;
Technology Industry
Ofek, Elie, and Ryan Johnson. "Reversing the AMD Fusion Launch." Harvard Business School Case 511-036, June 2011. (Revised July 2012.)
- May 2011 (Revised January 2013)
- Case
Nike Football: World Cup 2010 South Africa
By: Elie Ofek and Ryan Johnson
Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1...
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Keywords:
Digital Marketing;
Business Divisions;
Communication;
Brands and Branding;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Product Launch;
Planning;
Competition;
Apparel and Accessories Industry;
South Africa
Ofek, Elie, and Ryan Johnson. "Nike Football: World Cup 2010 South Africa." Harvard Business School Case 511-060, May 2011. (Revised January 2013.)
- May 2011 (Revised March 2012)
- Case
Nanda Home: Preparing for Life after Clocky
By: Elie Ofek and Jill Avery
Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding the future of her nascent company. As sales of Clocky show signs of declining, she must decide whether to...
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Ofek, Elie, and Jill Avery. "Nanda Home: Preparing for Life after Clocky." Harvard Business School Case 511-134, May 2011. (Revised March 2012.)
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted...
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Keywords:
Marketing;
Brands;
Brand Building;
Brand Management;
Digital Marketing;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Internet and the Web;
Social Media;
Advertising Industry;
Consumer Products Industry
Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
- Article
Putting the 'Relationship' Back into CRM
By: Susan Fournier and Jill Avery
Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and...
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Keywords:
Marketing;
CRM;
Customer Relationship Management;
Brand Building;
Brand Management;
Customer Lifetime Value;
Customer Focus and Relationships;
Customer Satisfaction;
Marketing Strategy;
Brands and Branding;
Consumer Products Industry
Fournier, Susan, and Jill Avery. "Putting the 'Relationship' Back into CRM." MIT Sloan Management Review 52, no. 3 (Spring 2011): 63–72.
- February 2011 (Revised December 2012)
- Case
Porsche: The Cayenne Launch
By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV...
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Keywords:
Knowledge Sharing;
Knowledge Use and Leverage;
Risk Management;
Brands and Branding;
Product Launch;
Product Positioning;
Social and Collaborative Networks;
Auto Industry
Deighton, John, Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068, February 2011. (Revised December 2012.) (request a courtesy copy.)