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- Faculty Publications (6)
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- October 2018 (Revised July 2019)
- Technical Note
The Brand Management of Places
By: E. Ofek and Nathaniel Schwalb
The brand management of places, such as countries, cities and regions, has received increasing attention in recent years. The associations, impressions and reputations that people have of a certain place can have a big impact in a number of areas – from tourism, to...
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Keywords:
Place Brand;
Destination Brand;
Nation Brand;
Public Diplomacy;
Brands and Branding;
Management;
Perception;
Public Opinion
Ofek, E., and Nathaniel Schwalb. "The Brand Management of Places." Harvard Business School Technical Note 519-007, October 2018. (Revised July 2019.)
- 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
- January 2013 (Revised March 2013)
- Case
Creating a Luxury Experience at Value Retail
By: Jose B. Alvarez and Matthew Preble
Value Retail PLC owned and managed a number of premium shopping destinations (Villages) across Europe. Soon the company would be moving into an entirely new market: China. The company's Villages had proven popular with both shoppers (many of whom were international...
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Keywords:
Retailing;
Tourism;
Luxury;
Brand Building;
Brand Positioning;
Real Estate;
Brands and Branding;
Human Resources;
Retail Industry;
Tourism Industry;
Real Estate Industry;
Europe;
China
Alvarez, Jose B., and Matthew Preble. "Creating a Luxury Experience at Value Retail." Harvard Business School Case 513-009, January 2013. (Revised March 2013.)
- 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.
- July 2023
- Case
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
By: Ayelet Israeli and Anne V. Wilson
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs...
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Keywords:
Brands and Branding;
Product Development;
Growth and Development;
Customer Value and Value Chain;
Digital Marketing;
Digital Strategy;
Segmentation;
Advertising;
Consumer Products Industry;
Apparel and Accessories Industry;
United States
Israeli, Ayelet, and Anne V. Wilson. "Crocs: Using Community-Centric Marketing to Make Ugly Iconic." Harvard Business School Case 524-006, July 2023.
- January 2007 (Revised October 2011)
- Case
Roppongi Hills: City Within a City
By: Anita Elberse, Andrei Hagiu and Masako Egawa
Minoru Mori is the CEO of Mori Building, which has built Roppongi Hills, an ambitious large-scale, mixed-use development in Tokyo, Japan that includes high-end retail, restaurants, hotel, office, library, and art museum. A destination site for tourists and local...
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Keywords:
Buildings and Facilities;
Development Economics;
Brands and Branding;
Urban Development;
Competition;
Real Estate Industry;
Tokyo
Elberse, Anita, Andrei Hagiu, and Masako Egawa. "Roppongi Hills: City Within a City." Harvard Business School Case 707-431, January 2007. (Revised October 2011.)
- Forthcoming
- Article
Canary Categories
By: Eric Anderson, Chaoqun Chen, Ayelet Israeli and Duncan Simester
Past customer spending in a category is generally a positive signal of future customer spending. We show that there exist “canary categories” for which the reverse is true. Purchases in these categories are a signal that customers are less likely to return to that...
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Keywords:
Churn;
Churn Management;
Churn/retention;
Assortment Planning;
Retail;
Retailing;
Retailing Industry;
Preference Heterogeneity;
Assortment Optimization;
Customers;
Retention;
Consumer Behavior;
Forecasting and Prediction;
Retail Industry
Anderson, Eric, Chaoqun Chen, Ayelet Israeli, and Duncan Simester. "Canary Categories." Journal of Marketing Research (JMR) (forthcoming). (Pre-published online November 29, 2023.)
- 05 Jun 2007
- First Look
First Look: June 5, 2007
brand mix that would be carried. Results from the pilot store (a remodeled hypermarket in Beijing) were encouraging, with revenues and profits up and customers spending more on each visit. The company must decide how quickly to roll out...
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Keywords:
Martha Lagace
- 21 Mar 2019
- HBS Case
The Ferrari Way
Ferrari N.V. is one of the rare brands that unequivocally achieves it—making its iconic horse logo synonymous with luxury and excitement. Thomke, the William Barclay Harding Professor of Business Administration, thinks of a student he...
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- 27 Nov 2023
- Research & Ideas
Voting Democrat or Republican? The Critical Childhood Influence That's Tough to Shake
people they grow up around,” the study states. The depth of the data gave researchers a unique opportunity to compare political outcomes between siblings from the same family—specifically, when one sibling spends more time than another in the View Details
Keywords:
by Ben Rand
- 30 Jan 2020
- Research & Ideas
The Upside of Highlighting a Product's Downsides
When booking an international flight, the choice often comes down to “expensive but direct” or “cheap with connections.” But what if an airline warned customers that the direct flight was frequently delayed? Would customers appreciate knowing that they might spend more...
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Keywords:
by Danielle Kost
- 06 Oct 2020
- Sharpening Your Skills
18 Tips Managers Can Use to Lead Through COVID's Rising Waters
Protect and Pivot Boris Groysberg, Richard P. Chapman Professor of Business Administration. MARKETING Tip: Tailor your brand stories to the new reality. Which types of brand stories should companies tell?...
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Keywords:
by Sean Silverthorne
- 28 Mar 2017
- First Look
First Look at New Research, March 28
one of the world's largest airlines, United had a very large fleet and hub-and-spoke network that provided passengers with a wide range of destination choices, but as with any complex system unless everything ran perfectly all the time,...
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Keywords:
Sean Silverthorne
- 01 May 2018
- First Look
First Look at New Research and Ideas, May 1, 2018
The bedrock of this system is the "patent," a legal document that allows its holder exclusive commercialization rights of a part of the "idea space" granted through the patent. Strong legal protection of IP has made the U.S. a View Details
Keywords:
Sean Silverthorne
- 12 Jul 2016
- First Look
July 12, 2016
lecture courses as MOOCs. While the future role of MOOCs in higher education remained a topic of public debate, edX needed to answer concrete managerial and strategic questions. For example, what should edX's scope be? Should edX try to develop a consumer View Details
Keywords:
Sean Silverthorne
- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
a way that isn’t inauthentic. Can you describe that? A: Sure. It is natural to imagine that once any consumer touchpoint starts having an impact on people’s decisions, companies want to have an impact on that touchpoint. So with TripAdvisor it became the go-to View Details
- 12 Sep 2006
- First Look
First Look: September 12, 2006
brand strategies. They looked to emerging international markets to fuel growth and broaden their portfolios of alternate beverages like tea, juice, sports drinks, energy drinks, and bottled water. Coca-Cola and Pepsi-Cola had vied for the...
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Keywords:
Sean Silverthorne
- 13 Feb 2017
- Research & Ideas
Paid Search Ads Pay Off for Lesser-Known Restaurants
spending in the United States in 2015, up from $26 billion in 2010. Advertisers are steering the biggest share of their digital ad dollars—about half of all online ad expenditures—toward paid search. "Smaller businesses have less of an established View Details
- 28 Jul 2015
- First Look
First Look: July 28, 2015
"roadmap" as part of the firm's strategic transformation. The roadmap showed both a destination (a target EPS number) and a detailed path to that destination in terms of revenue growth, margin...
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Keywords:
Carmen Nobel
- 22 Feb 2000
- Research & Ideas
The Mind of the Market: Extending the Frontiers of Marketing Thought
"What is the nature of loyalty?" HBS Professor Gerald Zaltman asks. But it's not brand loyalty he's concerned with: rather, it's loyalty in its most fundamental sense. "What is the anatomy of loyalty?" he continues. "What is the meaning...
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Keywords:
by Martha Lagace