Filter Results
:
(152)
Show Results For
-
All HBS Web
(607)
- Faculty Publications (152)
Show Results For
-
All HBS Web
(607)
- Faculty Publications (152)
- August 2020 (Revised January 2021)
- Supplement
Facelift at Olay (B)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales.
View Details
Keywords:
Advertising;
Advertising Campaigns;
Demographics;
Age;
Brands and Branding;
Marketing Channels;
Competitive Strategy;
Competitive Advantage;
Digital Marketing;
Transformation;
Marketing Strategy;
Social Marketing;
Beauty and Cosmetics Industry;
United States;
Ohio
Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (B)." Harvard Business School Supplement 521-002, August 2020. (Revised January 2021.)
- August 2020 (Revised January 2021)
- Case
Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to...
View Details
Keywords:
Marketing Strategy;
Advertising;
Digital Marketing;
Marketing Channels;
Brands and Branding;
Business Education;
Education Industry;
United States;
Boston
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised January 2021.)
- August 2020 (Revised September 2020)
- Case
Facelift at Olay (A)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new...
View Details
Keywords:
Advertising;
Advertising Campaigns;
Demographics;
Age;
Brands and Branding;
Marketing Channels;
Competitive Advantage;
Competitive Strategy;
Digital Marketing;
Transformation;
Marketing Strategy;
Social Marketing;
Beauty and Cosmetics Industry;
United States;
Ohio
Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (A)." Harvard Business School Case 521-011, August 2020. (Revised September 2020.)
- 2020
- Working Paper
How to Build Enduring Brands in the Digital Age
By: David J. Collis and William Collis
What makes a brand last? It’s a deceptively simple question, but its answer separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the more important question: how to...
View Details
Collis, David J., and William Collis. "How to Build Enduring Brands in the Digital Age." Harvard Business School Working Paper, No. 21-013, July 2020.
- June 2020 (Revised July 2023)
- Case
Time Out: The Evolution from Media to Markets
By: Kate Barasz and Eva Ascarza
In February 2020, Time Out’s chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out — the global media and entertainment brand — had gone from a self-published counterculture publication in...
View Details
Keywords:
Branding;
Media Businesses;
Hospitality;
Hospitality Industry;
Digital;
Brands and Branding;
Media;
Marketing;
Marketing Strategy;
Organizational Change and Adaptation;
Strategy;
Media and Broadcasting Industry;
Food and Beverage Industry;
United Kingdom;
United States
Barasz, Kate, and Eva Ascarza. "Time Out: The Evolution from Media to Markets." Harvard Business School Case 520-128, June 2020. (Revised July 2023.)
- June 2020
- Teaching Note
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery and David Fubini
Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:...
View Details
Keywords:
Luxury Brand;
Fashion;
Sharing Economy;
Two-sided Marketplace;
Target Market;
Customer Selection;
Marketing;
Brands and Branding;
Luxury;
Two-Sided Platforms;
Business Model;
Growth and Development Strategy;
Customer Value and Value Chain;
Fashion Industry;
Consumer Products Industry;
United States;
North America
- May 2020 (Revised August 2022)
- Teaching Note
Direct to Consumer Brands
By: Sunil Gupta
In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations...
View Details
- April 2020
- Teaching Note
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution...
View Details
Keywords:
Digital Marketing;
Crowdsourcing;
CRM;
Startup;
Direct-to-consumer;
DTC;
Marketing;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Customer Relationship Management;
Venture Capital;
Business Startups;
Entrepreneurship;
Social Media;
Beauty and Cosmetics Industry;
United States
- March 2020
- Case
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander...
View Details
Keywords:
Influencer Marketing;
Monetization;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Influencers;
Influencer;
Direct-to-consumer;
Marketing;
Brands and Branding;
Marketing Strategy;
Venture Capital;
Entrepreneurship;
Marketing Communications;
Consumer Products Industry;
Financial Services Industry;
Advertising Industry;
London;
United Kingdom;
United States;
Europe;
North America
Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
- March–April 2020
- Article
Pricing Policies that Protect your Brand
By: Ayelet Israeli and Eugene F. Zelek Jr.
When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What's not to like? Here's the problem: Lured by rock-bottom online prices, customers often end up dealing...
View Details
Israeli, Ayelet, and Eugene F. Zelek Jr. "Pricing Policies that Protect your Brand." Harvard Business Review 98, no. 2 (March–April 2020): 76–83.
- January 2020 (Revised May 2020)
- Case
Direct to Consumer Brands
By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to...
View Details
Keywords:
Direct-to-consumer;
Digital Marketing;
Industry Evolution;
Business Startups;
Internet and the Web;
Brands and Branding;
Marketing;
Change
Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.)
- December 2019
- Case
Walmart Ecommerce (B): Omnichannel Pursuits
By: Ramon Casadesus-Masanell and Karen Elterman
This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to...
View Details
Keywords:
Acquisition;
Strategy;
Internet and the Web;
Distribution;
Distribution Channels;
Competitive Strategy;
Retail Industry;
Bentonville;
Arkansas;
United States
Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (B): Omnichannel Pursuits." Harvard Business School Case 720-426, December 2019.
- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...
View Details
Keywords:
Offline Sales;
Marketing Strategy;
Digital Marketing;
Growth and Development Strategy;
Consumer Products Industry;
Retail Industry
Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
- November 2019 (Revised April 2020)
- Case
Away: Scaling a DTC Travel Brand
By: Jill Avery and Joseph B. Fuller
Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three...
View Details
Keywords:
Brand Management;
DTC;
Brand Extension;
Lifestyle Brand;
Customer Segmentation;
Retailing;
Scaling And Growth;
Startup;
Brands and Branding;
Marketing;
Marketing Strategy;
Marketing Channels;
Entrepreneurship;
Venture Capital;
Consumer Behavior;
Growth and Development Strategy;
Business Startups;
E-commerce;
Consumer Products Industry;
Travel Industry;
United States;
North America
Avery, Jill, and Joseph B. Fuller. "Away: Scaling a DTC Travel Brand." Harvard Business School Case 520-051, November 2019. (Revised April 2020.)
- August 2019
- Case
Walmart's Omnichannel Strategy: Revolution or Miscalculation?
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Walmart's omnichannel strategy in 2018 as it battled Amazon for online retail market share. The case discusses Walmart's early forays into online retail, as well as its 2018 strategy, which aimed to integrate Walmart's enormous brick and mortar...
View Details
Keywords:
Acquisition;
Strategy;
Internet and the Web;
Distribution;
Distribution Channels;
Competition;
Retail Industry;
Bentonville;
Arkansas;
New Jersey;
Seattle;
United States
Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" Harvard Business School Case 720-370, August 2019.
- August 2019
- Case
Legrand's Acquisition of Milestone
By: C. Fritz Foley and F. Katelynn Boland
In June 2017, Legrand, a global specialist in electrical and digital building infrastructure which was a serial acquirer, announced it had signed an agreement to buy Milestone AV Technologies, a leading designer and manufacturer of branded audio-video products. This...
View Details
Keywords:
Mergers & Acquisitions;
Acquisition Strategy;
Mergers and Acquisitions;
Management;
Strategy;
Corporate Finance;
Electronics Industry;
Europe;
United States
Foley, C. Fritz, and F. Katelynn Boland. "Legrand's Acquisition of Milestone." Harvard Business School Case 220-028, August 2019.
- August 2019 (Revised March 2022)
- Case
Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart
By: Elie Ofek and Danielle Golan
Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted...
View Details
Keywords:
AI;
Business Startups;
Insurance;
Technological Innovation;
Business Model;
Disruption;
Brands and Branding;
Growth and Development Strategy;
Global Strategy;
Decision Making;
Insurance Industry;
Technology Industry
Ofek, Elie, and Danielle Golan. "Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart." Harvard Business School Case 520-020, August 2019. (Revised March 2022.)
- 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.
View Details
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
- April 2019
- Case
Afterpay U.S.: The Omnichannel Dilemma
By: Antonio Moreno, Donald Ngwe and George Gonzalez
In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online purchases through four interest-free...
View Details
Keywords:
Omnichannel Retail;
Multi-sided Platforms;
Value Creation;
Business Model Innovation;
Fintech;
Digital Marketing;
Disruptive Innovation;
Business Startups;
Business Growth and Maturation;
Business Model;
Business Organization;
For-Profit Firms;
Change Management;
Customer Value and Value Chain;
Customer Relationship Management;
Customer Satisfaction;
Financing and Loans;
Microfinance;
Global Strategy;
Marketing Channels;
Brands and Branding;
Marketing Strategy;
Market Entry and Exit;
Digital Platforms;
Product Development;
Supply Chain Management;
Business and Stakeholder Relations;
Networks;
Network Effects;
Internet and the Web;
Financial Services Industry;
Retail Industry;
Technology Industry;
United States;
Australia
Moreno, Antonio, Donald Ngwe, and George Gonzalez. "Afterpay U.S.: The Omnichannel Dilemma." Harvard Business School Case 519-086, April 2019.
- March 2019
- Case
HOPI: Turkey's Shopping Companion
By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer...
View Details
Keywords:
Loyalty Programs;
Multi-vendor Platform;
Retail;
Big Data;
Customer Relationship Management;
Mobile and Wireless Technology;
Business Model;
Analytics and Data Science;
Competitive Strategy;
Decision Making;
Applications and Software;
Digital Platforms;
Technology Industry;
Retail Industry;
Turkey
Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019.