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- All HBS Web (186)
- Faculty Publications (32)
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- November 2018
- Case
Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)
By: John A. Quelch and Katherine B. Hartman
Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by...
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Keywords:
Growth and Development Strategy;
Marketing Strategy;
Marketing Communications;
Product Positioning
Quelch, John A., and Katherine B. Hartman. "Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)." Harvard Business School Brief Case 919-513, November 2018.
- March 2022 (Revised July 2022)
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Social Media;
Applications and Software;
Digital Platforms;
Advertising Industry;
United States
- Article
Products to Platforms: Making the Leap
By: Feng Zhu and Nathan Furr
Following the path of companies such as Apple and Amazon, more and more firms are trying to become not just product purveyors but also platform providers, facilitating direct connections between customers and other groups. Although launching a platform can generate new...
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Zhu, Feng, and Nathan Furr. "Products to Platforms: Making the Leap." Harvard Business Review 94, no. 4 (April 2016): 72–78.
- 24 Jul 2000
- Research & Ideas
Linking the Globe: The Role of Media and Communications
and 1920. First came the telegraph, which led to the development of the modern newspaper industry, and then radio and motion pictures, which together created the first real mass entertainment market. There followed a period of evolution,...
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- March 2016 (Revised August 2016)
- Case
CreditEase: Taking Inclusive Finance Online
By: Michael Chu, John S. Ji and Nancy Hua Dai
The world’s largest peer-to-peer (P2P) lender annually disbursing over a million loans totaling $10 billion, China’s CreditEase, must decide whether to IPO in the NYSE its online lending platform, Yirendai, before the year-end window closes in 2015. Yirendai sought to...
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Keywords:
Business or Company Management;
Internet and the Web;
Financing and Loans;
Credit;
Growth and Development Strategy;
Financial Services Industry;
China
Chu, Michael, John S. Ji, and Nancy Hua Dai. "CreditEase: Taking Inclusive Finance Online." Harvard Business School Case 316-151, March 2016. (Revised August 2016.)
- January 2018 (Revised May 2018)
- Case
AT&T Managing Technological Change and the Future of Telephone Operators in the 20th Century
By: Daniel P. Gross and William R. Kerr
By the 1930s, AT&T dominated the American phone industry, serving 10 million telephones and employing over 100,000 switchboard operators. But beginning in the mid-1910s, the company began changing from manually operated switchboards to mechanical switching systems that...
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Keywords:
AT&T;
Bell Telephone;
Phone Lines;
Phone Operators;
Mechanical Switching;
Layoffs;
Technological Change;
Transition;
History;
Innovation and Invention;
Technological Innovation;
Information Technology;
Disruption;
Change Management;
Communications Industry;
Telecommunications Industry;
United States
Gross, Daniel P., and William R. Kerr. "AT&T: Managing Technological Change and the Future of Telephone Operators in the 20th Century." Harvard Business School Case 718-486, January 2018. (Revised May 2018.)
- January 2015 (Revised July 2019)
- Case
Rebranding Godiva: The Yıldız Strategy
By: Rohit Deshpande and Esel Çekin
This case concerns Yıldız Holding’s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its salient strategy in preserving Godiva’s “made in Belgian” brand position. Provenance Paradox, a problem faced by companies in emerging countries trying...
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Keywords:
Branding;
Internationalization;
Provenance Paradox;
Acquisitions;
Positioning;
Innovation;
Customer-centricity;
Brands and Branding;
Marketing Strategy;
Emerging Markets;
Product Positioning;
Change Management;
Innovation and Management;
Customer Focus and Relationships;
Food and Beverage Industry;
North America;
Turkey;
Japan
Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case 515-059, January 2015. (Revised July 2019.)
- 07 Mar 2007
- Research & Ideas
How Do You Value a “Free” Customer?
the same over time? Does it increase or decrease? A: Customer value changes over time, and in our data we find that the value is increasing over time. In general, we expect customer value to initially...
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- 09 Jul 2008
- Research & Ideas
Starbucks’ Lessons for Premium Brands
coffee, revitalizing the quality of its standard beverages. But none of these moves addressed the fundamental problem: Starbucks is a mass brand attempting to command a premium price for an experience that is no longer special. Either you...
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- Article
Network Effects Aren't Enough
By: Andrei Hagiu and Simon Rothman
In many ways, online marketplaces are the perfect business model. Since they facilitate transactions between independent suppliers and customers rather than take possession of and responsibility for the products or services in question, they have inherently low cost...
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Keywords:
Digital Platforms;
Competition;
Internet and the Web;
Network Effects;
Market Participation
Hagiu, Andrei, and Simon Rothman. "Network Effects Aren't Enough." Harvard Business Review 94, no. 4 (April 2016): 65–71.
- Research Summary
Managing Marketspace Service Interfaces
Jeffrey F. Rayport is focusing on the strategic challenges that face businesses selling information-intensive products and services. A key strategic issue in such businesses is the dematerialization of information-intensive products and services as a consequence of... View Details
- 29 Oct 2000
- Research & Ideas
Building a Powerful Prestige Brand
drew large crowds of shoppers who came to see the entrepreneur, have a makeover, and sample her products. She had learned early on that touching her customers was a very effective way of establishing a connection with them. Photograph...
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- 29 Oct 2008
- Research & Ideas
The Next Marketing Challenge: Selling to ’Simplifiers’
sales depend on two things: the launch of new, higher-priced, higher-featured, often customized products that persuade consumers to trade in their existing appliances before they break down (think cellphones), as well as household...
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- February 2021
- Case
Apple: Privacy vs. Safety (A)
By: Henry McGee, Nien-hê Hsieh, Sarah McAra and Christian Godwin
In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance...
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Keywords:
Iphone;
Encryption;
Data Privacy;
Customers;
Customer Focus and Relationships;
Decision Making;
Ethics;
Values and Beliefs;
Globalized Firms and Management;
Government and Politics;
National Security;
Law;
Law Enforcement;
Leadership;
Markets;
Safety;
Social Issues;
Corporate Social Responsibility and Impact;
Civil Society or Community;
Mobile and Wireless Technology;
Technology Industry;
Consumer Products Industry;
Telecommunications Industry;
Electronics Industry;
United States;
China;
Hong Kong
McGee, Henry, Nien-hê Hsieh, Sarah McAra, and Christian Godwin. "Apple: Privacy vs. Safety (A)." Harvard Business School Case 321-004, February 2021.
- 11 Aug 2010
- Working Paper Summaries
The Influence of Prior Industry Affiliation on Framing in Nascent Industries: The Evolution of Digital Cameras
- 18 Apr 2005
- Research & Ideas
Tips to Reinvent the Department Store
"I think we are at a crossroads in terms of what exactly we do want to represent to our consumers," she said. The very variety that department stores offer, and the fact that they carry multiple brands that sometimes overlap across chains, has made some View Details
- 10 Oct 2011
- Research & Ideas
Retailing Revolution: Category Killers on the Brink
categories) becomes unproductive due to customers migrating to e-tailers. As entire sections of these stores die from online competition, category killers are being pressed to come up with solutions to keep their overall model afloat. The...
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- February 2001 (Revised October 2002)
- Background Note
Entrepreneurial History: A Conceptual Overview
By: Nancy F. Koehn
Analyzes HBS cases on five entrepreneurs and the companies they built: Josiah Wedgwood, Henry Heinz, Marshall Field, Howard Schultz of Starbucks, and Michael Dell. These five cases and their accompanying teaching notes comprise a course module on entrepreneurial...
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Keywords:
Transition;
Demand and Consumers;
Competition;
Business History;
Entrepreneurship;
Customer Focus and Relationships;
Business Strategy;
Society
Koehn, Nancy F. "Entrepreneurial History: A Conceptual Overview." Harvard Business School Background Note 801-368, February 2001. (Revised October 2002.)
- 18 Apr 2022
- HBS Case
Dick’s Sporting Goods Followed Its Conscience on Guns—and It Paid Off
Days after the mass school shooting in Parkland, Florida, in 2018, a shaken Ed Stack, then the CEO and largest shareholder of Dick’s Sporting Goods, decided it was time for his 850-store chain to pull certain guns off its store shelves....
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Keywords:
by Jay Fitzgerald
- 25 Apr 2023
- Op-Ed
How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model
information technology to directly match consumer demand to dispersed production by a collection of factories in China. This method of reaching customers should inspire any business that provides products or services that come from many...
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