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Show Results For
-
All HBS Web
(3,521)
- People (15)
- News (909)
- Research (2,033)
- Events (7)
- Multimedia (58)
- Faculty Publications (1,437)
- 08 Aug 2019
- News
The story of how you came to buy that car
- 17 Oct 2019
- Research & Ideas
‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells
Chick Beer tried to entice weight-conscious women with the brew’s 97 calories and 3.5 carbs per bottle, “about the same as half of a carrot.” And Clutch, a brand of dryer sheets, encourages men to “grab your manliness,” promising that “girls will like the way your...
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- 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.
- January 2022
- Case
FIFA and The World Cup: The Future of Football
By: Anita Elberse, Oliver Band and Howard Johnson
Should FIFA host its biggest event—the FIFA World Cup—every two years instead of every four, as it has been doing since the event’s inception in the 1930s? In September 2021, Gianni Infantino, the president of the International Federation of Association Football...
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Keywords:
Sports;
Soccer;
Football;
Entertainment;
Media;
Talent Development;
Globalization;
Marketing;
Strategy;
General Management;
Governance;
Decision Making;
Governing and Advisory Boards;
Problems and Challenges;
Brands and Branding;
Entertainment and Recreation Industry;
Entertainment and Recreation Industry
Elberse, Anita, Oliver Band, and Howard Johnson. "FIFA and The World Cup: The Future of Football." Harvard Business School Case 522-076, January 2022.
- 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;
Apparel and Accessories Industry
Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018.
- May 2012
- Case
Quietly Brilliant: Transformational Change at HTC
By: Michael L. Tushman and Kerry Herman
The case examines smartphone maker HTC's 2006 decision to become a branded company. The case focuses on the cultural and organizational shifts HTC underwent to successfully make the transition from an ODM, founded in 1997, to a leading branded manufacturer (7% market...
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Keywords:
Globalized Firms and Management;
Organizational Structure;
Cross-Cultural and Cross-Border Issues;
Telecommunications Industry;
Taiwan
Tushman, Michael L., and Kerry Herman. "Quietly Brilliant: Transformational Change at HTC." Harvard Business School Case 412-070, May 2012.
- May 2000
- Case
To Trim or Not to Trim: That Is the Question
By: Srikant M. Datar
Should Novartis drop 20% of its global pharmaceutical product brands that account for only 3% of its pharmaceutical revenues?
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Keywords:
Business Earnings;
Cost vs Benefits;
Business Strategy;
Investment Return;
Problems and Challenges;
Pharmaceutical Industry
Datar, Srikant M. "To Trim or Not to Trim: That Is the Question." Harvard Business School Case 100-105, May 2000.
- May 2002 (Revised May 2003)
- Case
Sa Sa Cosmetics
By: David E. Bell and Iris T. Li
Sa Sa Cosmetics has had spectacular success as a low-price retailer of branded cosmetics. But recently, growth has slackened. What are the causes? This case describes recent strategic initiatives and provides market research data to aid the students in diagnosis.
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Keywords:
Crisis Management;
Management Analysis, Tools, and Techniques;
Brands and Branding;
Marketing Strategy;
Distribution;
Beauty and Cosmetics Industry;
Beauty and Cosmetics Industry
Bell, David E., and Iris T. Li. "Sa Sa Cosmetics." Harvard Business School Case 502-085, May 2002. (Revised May 2003.)
- August 2008 (Revised July 2009)
- Case
Repositioning CARE USA
By: V. Kasturi Rangan and Katharine Lee
CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the...
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Keywords:
Change Management;
Management;
Brands and Branding;
Marketing Strategy;
Product Positioning;
Organizational Change and Adaptation;
Non-Governmental Organizations;
Adaptation;
United States
Rangan, V. Kasturi, and Katharine Lee. "Repositioning CARE USA." Harvard Business School Case 509-005, August 2008. (Revised July 2009.)
- May 2019
- Teaching Note
JUUL and the Vaping Revolution
By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta
Teaching Note for HBS No. 619-006.
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Keywords:
Electronic Cigarettes;
E-Cigarettes;
Vaping;
Nicotine Replacement;
JUUL;
Juuling;
Advertising;
Advertising Campaigns;
Digital Marketing;
Customers;
Innovation and Invention;
Innovation Strategy;
Marketing;
Ethics;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Corporate Social Responsibility and Impact;
Social Issues;
Information Technology;
Technology Industry;
San Francisco
- June 2011 (Revised May 2012)
- Case
Reckitt Benckiser: Fast and Focused Innovation
By: Rebecca M. Henderson and Ryan Johnson
Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth...
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Keywords:
Mergers and Acquisitions;
Global Strategy;
Innovation Leadership;
Leadership Style;
Growth and Development Strategy;
Brands and Branding;
Product Development;
Performance Improvement;
Commercialization;
Consumer Products Industry
Henderson, Rebecca M., and Ryan Johnson. "Reckitt Benckiser: Fast and Focused Innovation." Harvard Business School Case 311-116, June 2011. (Revised May 2012.)
- October 2005 (Revised June 2006)
- Case
The Turnaround of Chris-Craft
By: William A. Sahlman, Geremy Connor, Brian Doherty, Andrew Murphy and Taylor Smith
Describes a set of issues confronting the owners of Chris-Craft, a manufacturer of high-end boats. The company can invest in new monobrand stores, new boat designs, and brand extensions (e.g., apparel). The owners have also recently purchased Indian Head Motorcycle out...
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Keywords:
Entrepreneurship;
Luxury;
Brands and Branding;
Entertainment and Recreation Industry;
Entertainment and Recreation Industry;
Entertainment and Recreation Industry;
United States
Sahlman, William A., Geremy Connor, Brian Doherty, Andrew Murphy, and Taylor Smith. "The Turnaround of Chris-Craft." Harvard Business School Case 806-071, October 2005. (Revised June 2006.)
- October 1995
- Case
Robert Mondavi Corporation
By: Ray A. Goldberg and Thomas N. Urban Jr
As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important?
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Keywords:
Globalized Markets and Industries;
Brands and Branding;
Distribution;
Product Positioning;
Going Public;
Expansion;
Change;
Food and Beverage Industry
Goldberg, Ray A., and Thomas N. Urban Jr. "Robert Mondavi Corporation." Harvard Business School Case 596-031, October 1995.
- Video
Vimal Shah
Vimal Shah, Co-Founder and Chairman of Bidco Africa, discusses the group’s strategic approach to marketing soap products in Kenya, targeting the bottom of the pyramid market with multiple brands at different price points to compete with large multinationals such as...
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- August 2019 (Revised January 2020)
- Case
Essential Explorations at MUJI
By: Tomomichi Amano, Das Narayandas, Naoko Jinjo and Akiko Kanno
Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more...
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Keywords:
Product Portfolio Management;
Brands and Branding;
Product;
Management;
Change Management;
Mission and Purpose;
Retail Industry;
Japan
Amano, Tomomichi, Das Narayandas, Naoko Jinjo, and Akiko Kanno. "Essential Explorations at MUJI." Harvard Business School Case 520-024, August 2019. (Revised January 2020.)
- July 2000 (Revised October 2000)
- Case
Petstore.com
Petstore.com is one of four contenders for leadership in the highly competitive online pet supply business. Petstore.com faces decisions regarding potential merger partners and how to brand its service within the website managed by its ultimate merger partner,...
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Keywords:
Competition;
Internet and the Web;
Mergers and Acquisitions;
Partners and Partnerships;
Internet and the Web;
Brands and Branding;
Marketing Strategy;
Retail Industry
Eisenmann, Thomas R. "Petstore.com." Harvard Business School Case 801-044, July 2000. (Revised October 2000.)
- Web
Systems Integration - Institute For Strategy And Competitiveness
some degree of autonomy yet gain the power of affiliation with a major high volume provider bringing expertise and brand recognition. The key in this type of affiliation is outcome measurement across the...
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- April 2009 (Revised May 2010)
- Case
Urbi and the City Licensee Managers
By: John D. Macomber and Regina Garcia-Cuellar
A leading low income housing builder in Mexico decides which prospective new local partner best extends its advantages in managing twin production lines of homes and clients. URBI has built substantial competitive advantage in the technology and culture that matches...
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Keywords:
Mortgages;
Government and Politics;
Housing;
Growth and Development Strategy;
Brands and Branding;
Market Entry and Exit;
Production;
Supply Chain;
Organizational Culture;
Franchise Ownership;
Partners and Partnerships;
Competitive Advantage;
Real Estate Industry;
China;
India;
Mexico;
United States
Macomber, John D., and Regina Garcia-Cuellar. "Urbi and the City Licensee Managers." Harvard Business School Case 209-144, April 2009. (Revised May 2010.)
Beauty Imagined: A History of the Global Beauty Industry
The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and firms which have shaped this industry, such as Estée Lauder, Chanel, L'Oréal, and Shiseido, have imagined beauty for us.... View Details
- April 1998
- Case
E! Online (A): www.eonline.com
E! Online is the on-line brand extension of the cable-TV channel dedicated to entertainment news. E! Online must compete with other entertainment sites on the web, as well as create synergy between E! Online and E! Entertainment Television in order to build a...
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Keywords:
Competition;
Internet and the Web;
Service Operations;
Television Entertainment;
Brands and Branding;
Entertainment and Recreation Industry
Rayport, Jeffrey F., Carrie Ardito, and Dickson Louie. "E! Online (A): www.eonline.com." Harvard Business School Case 898-010, April 1998.