Publications

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15 Nov 2012
News

Vanguard Takes Aim at U.K. as Fees Replace Commissions

March 2024 (Revised April 2024)
Case

Angel City Football Club: Scoring a New Model

By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller

In January 2024, Kara Nortman, Julie Uhrman, and Natalie Portman, the founders of Angel City Football Club (ACFC) were developing the club’s first three-year strategic plan. Founded in 2020, ACFC had a star-studded investor group, including Portman and celebrities such... View Details

Keywords: Sports; Entertainment; Entrepreneurship; Brands and Branding; Venture Capital; Business Model; Corporate Strategy; Digital Marketing; Sports Industry; Entertainment and Recreation Industry; United States; California; Los Angeles

May 2018
Case

Environmental Platform LEEDership at USGBC

By: Michael W. Toffel, Timothy S. Simcoe and Aldo Sesia

By 2018, it was clear that U.S. Green Building Council (USGBC) had significantly contributed to the growth of green building and over its 25-year history had become a powerful brand in the construction sector with its Leadership in Energy and Environmental Design... View Details

Keywords: Environmental Sustainability; Standards; Business Model; Leadership; Problems and Challenges; Construction Industry; Green Technology Industry

28 Oct 2015
News

A Dedication to Creation: India's Ad Man Ranjan Kapur

March 1998 (Revised November 1999)
Case

USA TODAY Online

By: John A. Deighton and Anthony St. George

How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the... View Details

Keywords: Digital Marketing; Design; Profit; Revenue; Brands and Branding; Marketing Strategy; Internet and the Web; Information Industry

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08 Oct 2015
Blog Post

Why We Recruit: DaVita Healthcare Partners, Inc.

engaging with students and/or alumni at HBS?Over the years we have found that one-to-one outreach is our most successful recruiting tactic. The personal connection between our teammates and the students has really helped us not only build... View Details

Keywords: Health Care

17 Jun 2015
News

How Maria Sharapova Became the World’s Wealthiest Female Athlete

May 2005 (Revised September 2005)
Case

Gallardo's Goes to Mexico

By: Clayton M. Christensen

The theories of market segmentation and brand building in Chapter 3, What Products Will Customers Want to Buy? in The Innovator's Solution by Clayton Christensen and Michael Raynor suggest that when companies segment markets and build brands in ways that match how the... View Details

Keywords: Innovation Strategy; Marketing Strategy; Global Strategy; Brands and Branding; Segmentation; Food and Beverage Industry; United States; Mexico

28 Mar 2018
Blog Post

Event Planning for Recruiting Success - Part 1

Hosting a company recruiting event is a great way to build brand awareness and engage with HBS students. At the same time, we know that event planning requires a commitment from your team in preparing... View Details

Keywords: All Industries

Research Summary

Consumer-Brand Relationships

Susan M. Fournier is conducting extensive research into the relationships consumers form with brands. Her work builds on the premise that, although marketers espouse the notion of relationships in current thought and practice, none have theoretically maximized the... View Details

25 Jul 2011
News

Under Armour's rookie strategy for endorsement deals

2002
Case

Wal-Mart Stores, Inc.

By: Vijay Govindarajan and Julie Lang

Sam Walton, founder of Wal-Mart in 1962, had the vision for his store to sell low cost, branded products. By setting up its own distribution system and truck fleet, and evaluating retail stores as separate investment centers, Wal-Mart's control systems helped to build... View Details

Keywords: Competitive Advantage; Retail Industry; United States

November 1994 (Revised September 1996)
Case

RiceSelect

By: Alvin J. Silk and Mary Shelman

In August 1994, Robin Andrews, President of RiceTec, Inc., faces a critical decision that will affect his firm's future: what policy should RiceTec follow for supplying grocery retailers with private label merchandise? RiceTec, a small privately owned firm engaged in... View Details

Keywords: Cash Flow; Leadership; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Private Ownership; Research and Development; Conflict Management; Agriculture and Agribusiness Industry; Retail Industry

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February 2005 (Revised April 2011)
Case

Haier's U.S. Refrigerator Strategy

By: Pankaj Ghemawat, Thomas M. Hout and Jordan I. Siegel

Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a U.S. factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian... View Details

Keywords: Factories, Labs, and Plants; Global Strategy; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Competitive Strategy; Consumer Products Industry; China; United States

24 Jul 2014
Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

program and are building out a social media presence to support your branding efforts. But what strategy has been put in place to leverage that social media presence to attract the right talent? Creating a... View Details

February 2001 (Revised December 2002)
Case

Marshall Field and the Rise of the Department Store

By: Nancy F. Koehn

Analyzes Marshall Field's efforts to develop a market for mass retailing in late 19th-century Chicago. Examines Chicago's expansion in the 1860s and, within this context, how Field struck out on his own to, build a wholesale and retail business. Concentrates on the... View Details

Keywords: Fluctuation; Industry Growth; Corporate Strategy; Entrepreneurship; Brands and Branding; Society; Distribution Industry; Retail Industry; Chicago

January 2024 (Revised May 2024)
Case

Uncle Nearest: Creating a Legacy

By: Hise Gibson, Archie L. Jones, Nicole Gilmore and Ai-Ling Jamila Malone

Fawn Weaver, as a Black woman and industry outsider in a capital-intensive, highly regulated, competitive and male-dominated spirits industry, successfully overcame numerous obstacles to launch a premium American whiskey brand, Uncle Nearest in 2017, which became the... View Details

June 2008
Case

Starbucks Coffee Company in the 21st Century

By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller

The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details

Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition