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Show Results For
-
All HBS Web
(4,151)
- People (8)
- News (585)
- Research (3,037)
- Events (19)
- Multimedia (12)
- Faculty Publications (1,987)
- Teaching Interest
Overview
By: Jill J. Avery
Creating Brand Value (MBA elective course)
Overview:
In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
Overview:
In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
- June 2018 (Revised October 2020)
- Case
Global Brand Management of Anheuser Busch InBev's Budweiser
By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define...
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Keywords:
Brand Management;
Global Brands;
Brand Positioning;
Brand Extension;
Brand Storytelling;
Brand Equity;
Marketing;
Marketing Strategy;
Brands and Branding;
Advertising;
Global Strategy;
Cross-Cultural and Cross-Border Issues;
Consumer Behavior;
Marketing Communications;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Africa;
China;
United States;
North America;
South Africa;
Nigeria;
Kenya;
Cameroon;
Canada
Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Case 518-105, June 2018. (Revised October 2020.)
- 18 Jun 2019
- News
How to Scandal-Proof Your Company
- November 2005 (Revised August 2007)
- Case
ConAgra Foods: The Next Chapter
By: Ray A. Goldberg and Mary L. Shelman
In 2005, CEO Bruce Rohde has almost completed the integration of ConAgra Foods' collection of 90 independent operating companies into a focused, value-added firm and was beginning to think about his successor. ConAgra had become the second largest food company and No....
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Keywords:
Change Management;
Corporate Strategy;
Leading Change;
Management Succession;
Strategic Planning;
Brands and Branding;
Food;
Agribusiness;
Product Marketing;
Management Teams;
Transformation;
Customer Focus and Relationships;
Food and Beverage Industry;
Agriculture and Agribusiness Industry;
United States
Goldberg, Ray A., and Mary L. Shelman. "ConAgra Foods: The Next Chapter." Harvard Business School Case 906-409, November 2005. (Revised August 2007.)
- November 2000 (Revised October 2005)
- Case
TiVo
TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product...
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- 05 Oct 2015
- Working Paper Summaries
Online Network Revenue Management Using Thompson Sampling
- 19 Feb 2019
- Working Paper Summaries
Relative Performance Transparency: Effects on Sustainable Choices
- October 2017
- Article
'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions
By: Silvia Bellezza, Joshua M. Ackerman and Francesca Gino
Consumers are often faced with the opportunity to purchase a new, enhanced product, such as a new phone, even though the product they currently own is still fully functional. We propose that consumers act more recklessly with their current products when in the presence...
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Keywords:
Carelessness;
Product Upgrade;
Ownership;
Justification;
Consumer Behavior;
Attitudes;
Property
Bellezza, Silvia, Joshua M. Ackerman, and Francesca Gino. "'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions." Journal of Marketing Research (JMR) 54, no. 5 (October 2017): 768–784.
- October 2007
- Case
Colgate Max Fresh: Global Brand Roll-Out
By: John A. Quelch
In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to...
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Keywords:
Marketing Strategy;
Product Launch;
Global Strategy;
Brands and Branding;
Consumer Products Industry;
Consumer Products Industry;
China;
Mexico
Quelch, John A., and Jacquie Labatt-Randle. "Colgate Max Fresh: Global Brand Roll-Out." Harvard Business School Case 508-009, October 2007.
- September 2019 (Revised January 2021)
- Case
Vispera: Visual Intelligence for Retail
By: Yael Grushka-Cockayne and Gamze Yucaoglu
The case opens in 2019 as Aytul Ercil, co-founder and CEO of Vispera, computer vision technology provider for retail, is contemplating the company’s agenda trying to decide how to prioritize the impeding options. The case chronicles the founding of Vispera, the...
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Keywords:
Computer Vision Technology;
Visual Analysis;
Retail;
Information Technology;
Business Model;
Operations;
Performance Efficiency;
Competitive Strategy;
Decision Choices and Conditions;
Global Strategy;
Technology Industry;
Retail Industry;
Turkey
Grushka-Cockayne, Yael, and Gamze Yucaoglu. "Vispera: Visual Intelligence for Retail." Harvard Business School Case 620-022, September 2019. (Revised January 2021.)
- 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–August 2013
- Article
Complementary Goods: Creating, Capturing, and Competing for Value
By: Taylan Yalcin, Elie Ofek, Oded Koenigsberg and Eyal Biyalogorsky
This paper studies the strategic interaction between firms producing strictly complementary products. With strict complements, a consumer derives positive utility only when both products are used together. We show that value-capture and value-creation problems arise...
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Yalcin, Taylan, Elie Ofek, Oded Koenigsberg, and Eyal Biyalogorsky. "Complementary Goods: Creating, Capturing, and Competing for Value." Marketing Science 32, no. 4 (July–August 2013): 554–569.
- December 2022
- Case
Mission Produce in 2022
By: Forest Reinhardt, Jose B. Alvarez and Natalie Kindred
Founded by CEO Steve Barnard in 1983, California-based Mission Produce was a leading supplier of Hass avocados with a global sourcing, marketing, and distribution network and $892 million in 2021 sales. Barnard had been influential in the global avocado trade’s...
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Keywords:
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States;
California;
Peru;
Guatemala;
Colombia;
Mexico;
Chile
Reinhardt, Forest, Jose B. Alvarez, and Natalie Kindred. "Mission Produce in 2022." Harvard Business School Case 723-026, December 2022.
- August 2017 (Revised July 2018)
- Case
MannKind Corporation: Take a Deep Breath, This Time Afrezza Will Work
By: Elie Ofek and Amanda Dai
In June 2014, MannKind Corporation announced that after years of development and billions of dollars in expenses, the FDA had finally approved its drug, Afrezza. MannKind would thus be the only company with an inhalable insulin on the market. As an alternative to...
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Keywords:
Health Care and Treatment;
Product Launch;
Product Positioning;
Marketing Strategy;
Adoption;
Pharmaceutical Industry
Ofek, Elie, and Amanda Dai. "MannKind Corporation: Take a Deep Breath, This Time Afrezza Will Work." Harvard Business School Case 518-031, August 2017. (Revised July 2018.)
- August 2022
- Article
The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices
By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John
Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits...
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Keywords:
Choice;
Purchase Intent;
Privacy;
Privacy Notices;
Warnings;
Assurances;
Information Disclosure;
Trust;
Consumer Behavior;
Spending;
Decisions;
Information;
Communication
Brough, Aaron R., David A. Norton, Shannon L. Sciarappa, and Leslie K. John. "The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices." Journal of Marketing Research (JMR) 59, no. 4 (August 2022): 739–754.
- 09 Jun 2015
- First Look
First Look: June 9, 2015
School Case 515-052 Philips Healthcare: Marketing the HealthSuite Digital Platform In June 2014, leading healthcare and consumer technology company Royal Philips (Philips) announced its HealthSuite Digital...
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Keywords:
Sean Silverthorne
- August 2001 (Revised March 2008)
- Case
Helios Health (A)
By: Regina E. Herzlinger and Alfred Martin
Helios PC system provides personalized drug information to the patients in the doctor's waiting room. It has met with considerable consumer acceptance and a very high return for the drug companies that sponsor it. What price should it charge them for the service?
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Keywords:
Entrepreneurship;
Price;
Health Care and Treatment;
Information Publishing;
Innovation and Invention;
Product Marketing;
Demand and Consumers;
Health Industry;
Pharmaceutical Industry
Herzlinger, Regina E., and Alfred Martin. "Helios Health (A)." Harvard Business School Case 302-022, August 2001. (Revised March 2008.)
- December 2023 (Revised February 2024)
- Case
21Seeds: Taking Shots at Breakout Growth
21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a...
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Keywords:
Mergers and Acquisitions;
Business Startups;
Growth and Development Strategy;
Brands and Branding;
Product Positioning;
Distribution Channels;
Sales;
Food and Beverage Industry
Ofek, Elie, Julian De Freitas, Michael Moynihan, and Nicole Tempest Keller. "21Seeds: Taking Shots at Breakout Growth." Harvard Business School Case 524-008, December 2023. (Revised February 2024.)
- Forthcoming
- Article
From Bupkis to Sechel in Health Care
By: Regina E. Herzlinger and Richard Boxer
Fifty years ago, famed economist Milton Friedman declared that “The social responsibility of business is to increase its profits.” This free market manifesto was adopted by the healthcare industry as well. But transactional has evolved into transformational with the...
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Keywords:
Corporate Accountability;
Customer Focus and Relationships;
Corporate Social Responsibility and Impact;
Health Industry
Herzlinger, Regina E., and Richard Boxer. "From Bupkis to Sechel in Health Care." JAMA, the Journal of the American Medical Association (forthcoming).