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- Faculty Publications (88)
Show Results For
-
All HBS Web
(255)
- People (4)
- News (64)
- Research (155)
- Multimedia (4)
- Faculty Publications (88)
- January 2018
- Teaching Note
C.W. Dixey & Son
By: Anat Keinan and Michael B. Beverland
Teaching Note for HBS No. 517-019.
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- 29 Oct 2000
- Research & Ideas
Building a Powerful Prestige Brand
started their business, their product line enjoyed little consumer awareness outside New York City. But the couple was determined to build a large market for premium cosmetics. One of the earliest and most important decisions that the Lauders made about the View Details
- Research Summary
Rethinking Brand Contamination: How Consumers Maintain Distinction When Symbolic Boundaries Are Breached"
If consumers view their brands as extensions of themselves, what happens when undesirable consumers adopt these same brands? I address this question by examining an issue that is of great concern to managers of high-status brands: the rampant spread...
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- 20 Sep 2004
- Research & Ideas
How Consumers Value Global Brands
that people associate with global brands. Then we surveyed 1,800 people in twelve nations to measure the relative importance of those dimensions when consumers buy products. A detailed analysis revealed that consumers all over the world associate global View Details
- 14 Mar 2014
- Blog Post
Looking to the Next Decade of Change: A Recap of the 10th Annual Retail & Luxury Goods Conference
On the evening of Saturday, February 22, 2014 and all day Sunday, February 23, 2014, the Retail & Luxury Goods Club hosted a record number of nearly 400 students and professionals from Harvard and the surrounding community for its...
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Keywords:
Consumer Products / Retail
- January 2015
- Case
Monte-Carlo Weddings
By: Anat Keinan and Sandrine Crener
Monte-Carlo Weddings, established by Frank Damgaard in 2005, is the most respectable and exclusive wedding planning business in the South of France. Frank has organized the largest, most expensive and luxurious weddings in Europe, serving celebrities, CEOs, and other...
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Keywords:
Luxury Brand;
Luxury Service;
Luxury Consumers;
Exceeding Consumer Expectations;
Wedding Planner;
Destination Wedding;
Event Planner;
Event Management;
Entrepreneurship;
Growth Strategy;
Monaco;
Monte-Carlo;
Brand Building;
Reputation Management;
Word Of Mouth;
Customer Satisfaction;
Client Acquisition;
Diversification;
Wealth;
Marketing Strategy;
Business Growth and Maturation;
Service Delivery;
Luxury;
Brands and Branding;
Growth and Development Strategy;
Service Industry;
France
Keinan, Anat, and Sandrine Crener. "Monte-Carlo Weddings." Harvard Business School Case 515-071, January 2015.
- December 2021 (Revised May 2022)
- Case
Troverie (A)
By: Thomas R. Eisenmann, Lindsay N. Hyde and Olivia Graham
Six months after the August 2018 launch of Troverie, a U.S.-based online retailer of luxury watches, the average cost of acquiring a customer is much higher than originally projected, and the startup is incurring a substantial loss on each sales transaction. Could...
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Keywords:
Startup;
Luxury Goods;
Customer Acquisition;
Entrepreneurship;
Business Startups;
Luxury;
Failure;
Internet and the Web;
Revenue;
Fashion Industry;
United States
Eisenmann, Thomas R., Lindsay N. Hyde, and Olivia Graham. "Troverie (A)." Harvard Business School Case 822-068, December 2021. (Revised May 2022.)
- January 2015
- Case
The Blonde Salad
By: Anat Keinan, Kristina Maslauskaite, Sandrine Crener and Vincent Dessain
In 2014, Chiara Ferragni, a globe-trotting founder of the world's most popular fashion blog The Blonde Salad, and Riccardo Pozzoli, her co-founder and business partner, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni...
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Keywords:
Social Media;
Digital Influencers;
Fashion Blogger;
Brand Authenticity;
Digital Marketing;
Brands;
Start-up;
Fashion;
Shoe;
Chiara Ferragni;
Celebrity Endorsement;
Celebrity Management;
Lifestyle Brand;
Digital Brand;
New Brand Development;
Branding;
Instagram;
Online Followers;
Fashion Blog;
Marketing Partnerships;
Brand Portfolio;
Luxury Brand;
Louis Vuitton;
Dior;
Designer Brands;
Authenticity;
Luxury;
Blogs;
Product Positioning;
Commercialization;
Consolidation;
Brands and Branding;
Entrepreneurship;
Business Model;
Fashion Industry;
Apparel and Accessories Industry;
Publishing Industry
Keinan, Anat, Kristina Maslauskaite, Sandrine Crener, and Vincent Dessain. "The Blonde Salad." Harvard Business School Case 515-074, January 2015.
- 2015
- Book
Strong Brands, Strong Relationships
By: Susan Fournier, Michael Breazeale and Jill Avery
From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of...
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Keywords:
Brand Building;
Brand Management;
CRM;
Marketing;
Brands and Branding;
Marketing Communications;
Advertising;
Customer Relationship Management;
Customer Focus and Relationships;
Advertising Industry;
Apparel and Accessories Industry;
Consumer Products Industry
Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
brand needs to stake out a position that allows it to stand out relative to other regions. A Caribbean nation might need to highlight its luxury amenities or access to water sports to stand out among its...
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- 01 Jun 2004
- News
Luxe Redux
Cashing in on the $60 billion global luxury goods market has never been tougher — or more rewarding. Competition is keen. And consumer preferences are constantly shifting, causing the concept of luxury...
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- March 2022
- Teaching Note
Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery and Sandrine Crener
Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth...
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- Teaching Interest
Overview
The Business of Aesthetics is a new course for second-year students who are considering careers in sectors and companies whose long-term financial value is built on their ability to deliver aesthetic value. Such companies are rewarded not only for eliciting a high...
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- January 2016
- Case
Sentient Jet: The Uber of Private Jets
By: Anat Keinan and Sandrine Crener
Founded in 1999 in the Boston area, Sentient Jet had become a leading private aviation company in the United States. Its success was built on the introduction of a groundbreaking membership program that offered business travelers the flexibility and convenience of...
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Keywords:
Private Jets;
Private Aviation;
Luxury;
Luxury Service;
Uber;
Branding;
Growth Strategy;
Client Acquisition;
Innovative Business Model;
Disruptive Innovation;
Collaborative Consumption;
Disruption;
Disruptive Business Model;
Travel;
Reputation Management;
Sharing Economy;
Word Of Mouth;
Customer Engagement;
Aircraft;
Membership Programs;
Loyalty Program;
Brand Positioning;
Brand Building;
Brand Differentiation;
Customer Service;
Exceeding Consumer Expectations;
2-way Business Model;
Marketing Partnerships;
Netjet;
Air Transportation;
Entrepreneurship;
Growth and Development Strategy;
Air Transportation Industry
Keinan, Anat, and Sandrine Crener. "Sentient Jet: The Uber of Private Jets." Harvard Business School Case 516-066, January 2016.
- April 2011 (Revised January 2015)
- Case
The Eleganzia Group
By: Elie Ofek, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez and Francesco Tronci
Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General Manager Giannuzzi must decide how to set prices at the Forte Village Resort, the Group's most well-known...
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Keywords:
Pricing;
Pricing Strategy;
Customer Management;
Branding;
Customer Relationship Management;
Price;
Luxury;
Business Strategy;
Brands and Branding;
Accommodations Industry;
Travel Industry;
Italy
Ofek, Elie, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez, and Francesco Tronci. "The Eleganzia Group." Harvard Business School Case 511-115, April 2011. (Revised January 2015.)
- August 2023 (Revised September 2023)
- Case
Zegna
By: Rohit Deshpandé, Dante Roscini and Elena Corsi
In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of...
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- January 2017 (Revised February 2018)
- Case
Godiva Japan: Think Local, Scale Global
By: Rohit Deshpandé, Esel Cekin and Akiko Kanno
This case tracks Jerome Chouchan’s strategies and execution for a successful turnaround of Godiva Japan’s operations, which were experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations,...
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Keywords:
Branding;
Internationalization;
Innovation;
Positioning;
Customer Segmentation;
Occasion-based Segmentation;
Execution;
Talent;
Customer-focused Strategies;
Product Positioning;
Globalized Firms and Management;
Change Management;
Talent and Talent Management;
Customer Focus and Relationships;
Product;
Segmentation;
Innovation and Invention;
Brands and Branding;
Retail Industry;
Food and Beverage Industry;
Japan
Deshpandé, Rohit, Esel Cekin, and Akiko Kanno. "Godiva Japan: Think Local, Scale Global." Harvard Business School Case 517-056, January 2017. (Revised February 2018.)
- Video
Patrick Chalhoub
Patrick Chalhoub, CEO of Dubai-based luxury retailer Chalhoub, discusses how his business in the 1980s identified the luxury brands it sold in the region, and how the family developed the first Concept...
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- October 2015 (Revised September 2016)
- Case
Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company
By: Benjamin C. Esty and Nancy Hua Dai
Ian Lee, Whirlpool's VP for North Asia, had been negotiating a possible acquisition with Jackie Jin, the chairman of a leading Chinese appliance manufacturer named Hefei Rongshida Sanyo Electric Company (Hefei Sanyo), for almost six months when suddenly Hefei Sanyo's...
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Keywords:
Mergers & Acquisitions;
Regulation;
Cross-border Investment;
Brand Names;
State-owned Enterprise (SOE);
Appliances;
White Goods;
Consumer Durables;
Negotiation;
Valuation;
Mergers and Acquisitions;
State Ownership;
Foreign Direct Investment;
Brands and Branding;
Consumer Products Industry;
China
Esty, Benjamin C., and Nancy Hua Dai. "Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company." Harvard Business School Case 216-019, October 2015. (Revised September 2016.)
- March 2004 (Revised March 2005)
- Case
Oscar de la Renta
By: Bharat N. Anand, Elizabeth Lea Carpenter and Samhita Patwardhan Jayanti
Over three decades, Oscar de la Renta (ODLR) had established itself as one of the premier luxury brands in America. Its mainstay business had always been producing and marketing high-priced, couture/ready-to-wear luxury goods. Now, in September 2003, it faced a series...
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Keywords:
Business Conglomerates;
Borrowing and Debt;
Growth and Development Strategy;
Brands and Branding;
Production;
Family Ownership;
Luxury;
Competition;
Diversification;
Expansion;
United States
Anand, Bharat N., Elizabeth Lea Carpenter, and Samhita Patwardhan Jayanti. "Oscar de la Renta." Harvard Business School Case 704-490, March 2004. (Revised March 2005.)