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All HBS Web
(2,138)
- Faculty Publications (591)
- September 2018 (Revised March 2019)
- Case
Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning
By: Stephen A. Greyser and Michael Mondello
Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment. Strategic philanthropy is unusual in sport. Tampa Bay is historically a non-traditional...
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Keywords:
Brands and Branding;
Philanthropy and Charitable Giving;
Business and Community Relations;
Sports Industry;
Tampa
Greyser, Stephen A., and Michael Mondello. "Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning." Harvard Business School Case 919-403, September 2018. (Revised March 2019.)
- September 2018
- Case
Hunley, Inc.: Casting for Growth
By: John A. Quelch and James T. Kindley
Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's...
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Keywords:
Growth and Development Strategy;
Marketing Strategy;
Decision Choices and Conditions;
Sports;
Marketing Channels;
Distribution Channels
Quelch, John A., and James T. Kindley. "Hunley, Inc.: Casting for Growth." Harvard Business School Brief Case 919-501, September 2018.
- September 2018
- Case
The Reputation of the 'World's Most Prestigious Award': The Nobel Prize
By: Stephen A. Greyser and Mats Urde
Nobel Foundation leadership is addressing a range of issues related to its key role to safeguard the reputation of the Nobel Prizes. Included are outreach to global audiences, the variety of sources of communications about the Prizes, the advent of new high-value...
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Greyser, Stephen A., and Mats Urde. "The Reputation of the 'World's Most Prestigious Award': The Nobel Prize." Harvard Business School Case 919-401, September 2018.
- August 2018
- Case
Tapping Growth at Lord Hobo Brewing Company
By: Ethan Rouen and Susanna Gallani
Lord Hobo Brewing Company accounts for its inventory process as it prepares to create its first set of professional financial statements for investors.
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Keywords:
Inventory;
Start-ups;
Craft Brewing;
Investing;
GAAP;
Brand Management;
Accounting;
Working Capital;
Entrepreneurship;
Private Equity;
Business Startups;
Business and Shareholder Relations;
Food and Beverage Industry;
Boston;
New England;
United States
Rouen, Ethan, and Susanna Gallani. "Tapping Growth at Lord Hobo Brewing Company." Harvard Business School Case 119-028, August 2018.
- August 2018 (Revised October 2020)
- Case
Tailor Brands: Artificial Intelligence-Driven Branding
By: Jill Avery
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills...
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Keywords:
Startup;
Services;
Artificial Intelligence;
Machine Learning;
Digital Marketing;
Brand Management;
Big Data;
Internet Marketing;
Analytics;
Marketing;
Marketing Strategy;
Brands and Branding;
Information Technology;
Entrepreneurship;
Venture Capital;
Business Model;
Consumer Behavior;
AI and Machine Learning;
Analytics and Data Science;
Advertising Industry;
Service Industry;
Technology Industry;
United States;
North America;
Israel
Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Case 519-017, August 2018. (Revised October 2020.)
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating...
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Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Social Media;
E-commerce;
Analytics and Data Science;
Health Industry;
Consumer Products Industry;
United States;
North America;
Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- July 2018
- Case
LIXIL Group Corporation: Building a New Company in an Old Industry
By: Boris Groysberg and Akiko Kanno
In the spring of 2018, Kinya Seto, president and CEO of LIXIL Group Corporation, a major housing and building products and services company, called a meeting at the company’s head office in central Tokyo to discuss how to implement the new three-year strategic plan....
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Keywords:
Turnaround;
Leadership And Change Management;
Consolidation;
Change Management;
Leadership;
Global Strategy;
Business Model;
Consumer Products Industry;
Manufacturing Industry;
Japan
Groysberg, Boris, and Akiko Kanno. "LIXIL Group Corporation: Building a New Company in an Old Industry." Harvard Business School Case 419-009, July 2018.
- July 2018
- Case
Hironobu Tsujiguchi and His Sweet Revolution
By: Boris Groysberg and Naoko Jinjo
Hironobu Tsujiguchi, a Japanese chocolatier, had chosen an unusual path to success as a pastry chef. Instead of spending most of his time in his kitchen and focusing on one or two confectionery categories like most pastry chefs, he chose to work on diverse projects and...
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Keywords:
Relevance;
Entrepreneurship;
Diversification;
Personal Development and Career;
Decision Making;
Food and Beverage Industry;
Japan
Groysberg, Boris, and Naoko Jinjo. "Hironobu Tsujiguchi and His Sweet Revolution." Harvard Business School Case 419-011, July 2018.
- July 2018
- Teaching Note
Ron Johnson: A Career in Retail
By: Ryan Raffaelli
In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his innovation and success in shaping the retail image at Target and Apple, introduced dramatic departures...
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- June 2018
- Case
Forta Furniture: International Expansion
By: John A. Quelch and Karthik Easwar
The Forta Furniture case highlights the need to consider new market expansion to grow a firm. It demonstrates that simply doing what has always been done is not sustainable when other competitors enter the market with differentiated or potentially superior offerings....
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Keywords:
Market Entry and Exit;
Global Range;
Decision Making;
Analysis;
Cross-Cultural and Cross-Border Issues;
Growth and Development Strategy;
Brands and Branding;
Expansion
Quelch, John A., and Karthik Easwar. "Forta Furniture: International Expansion." Harvard Business School Brief Case 918-547, June 2018.
- June 2018 (Revised October 2020)
- Case
Global Brand Management of Anheuser Busch InBev's Budweiser
By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define...
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Keywords:
Brand Management;
Global Brands;
Brand Positioning;
Brand Extension;
Brand Storytelling;
Brand Equity;
Marketing;
Marketing Strategy;
Brands and Branding;
Advertising;
Global Strategy;
Cross-Cultural and Cross-Border Issues;
Consumer Behavior;
Marketing Communications;
Consumer Products Industry;
Food and Beverage Industry;
Advertising Industry;
Africa;
China;
United States;
North America;
South Africa;
Nigeria;
Kenya;
Cameroon;
Canada
Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Case 518-105, June 2018. (Revised October 2020.)
- June 2018
- Case
Relax (Boston): Innovating and Growing an Entrepreneurial Business
By: Paul Marshall and Carole Carlson
The Relax case traces the history of a massage services company from its founding in 2007 to mid-2017, when it is considering the best strategy for growth and an acquisition. The company's owner and top managers wonder how the firm should reorganize to cope with the...
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Keywords:
Growth and Development Strategy;
Growth Management;
Acquisition;
Brands and Branding;
Entrepreneurship;
Organizational Design
Marshall, Paul, and Carole Carlson. "Relax (Boston): Innovating and Growing an Entrepreneurial Business." Harvard Business School Brief Case 918-523, June 2018.
- 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...
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Keywords:
Environmental Sustainability;
Standards;
Business Model;
Leadership;
Problems and Challenges;
Construction Industry;
Green Technology Industry
Toffel, Michael W., Timothy S. Simcoe, and Aldo Sesia. "Environmental Platform LEEDership at USGBC." Harvard Business School Case 618-027, May 2018.
- March 2018
- Teaching Note
Mavi: Fashioning a Path to Brand Growth
By: Jill Avery and Gamze Yucaoglu
Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options...
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- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are...
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Keywords:
Brand Valuation;
Brand Value;
Brand;
Brand Management;
Marketing ROI;
Brand Equity;
Analytics;
Return On Investment;
Brands and Branding;
Valuation;
Marketing;
Marketing Strategy;
Investment Return;
Consumer Behavior;
Advertising Industry;
Consumer Products Industry;
Apparel and Accessories Industry;
Auto Industry;
Beauty and Cosmetics Industry;
Electronics Industry;
Fashion Industry;
Food and Beverage Industry
Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)
- February 2018 (Revised October 2019)
- Case
HubSpot and Motion AI: Chatbot-Enabled CRM
By: Jill Avery and Thomas Steenburgh
HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact...
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Keywords:
CRM;
Sales Management;
Customer Service;
Artificial Intelligence;
B2B Vs. B2C;
Business Marketing;
SaaS;
Marketing;
Marketing Strategy;
Brands and Branding;
Customer Focus and Relationships;
Sales;
Salesforce Management;
Technological Innovation;
Applications and Software;
Customer Relationship Management;
AI and Machine Learning;
Technology Industry;
Service Industry;
United States;
North America
Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.)
- February 2018
- Case
Montes Calcados: A Step Ahead
By: James L. Heskett and James T. Kindley
Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at...
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Keywords:
Brands and Branding;
Distribution Channels;
Growth and Development Strategy;
Marketing Strategy;
Global Range;
Apparel and Accessories Industry;
Retail Industry
Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018.
- February 2018 (Revised October 2020)
- Case
The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock
In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio...
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Keywords:
Brand Management;
Brand Architecture;
Brand Portfolio;
Merger;
Hospitality Industry;
Services Marketing;
Branded House;
House Of Brands;
Sub-branding;
Marketing;
Marketing Strategy;
Brands and Branding;
Mergers and Acquisitions;
Consumer Behavior;
Advertising;
Travel Industry;
Accommodations Industry;
Tourism Industry;
United States;
North America;
Europe;
Asia
Avery, Jill, Chekitan S. Dev, and Laure Mougeot Stroock. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Case 518-081, February 2018. (Revised October 2020.)
- January 2018
- Case
Scaling Swagbucks (A)
By: Jeffrey F. Rayport and Matthew G. Preble
In early 2014, Chuck Davis (HBS '86) has joined Swagbucks as its first professional CEO to scale a successful and profitable brand promotion and consumer research business. Davis came into the job while serving as a venture partner at TCV, a growth stage VC firm,...
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Keywords:
Loyalty Management;
Scaling;
Scale;
Entrepreneurship;
Human Resources;
Employees;
Employee Relationship Management;
Organizational Change and Adaptation;
Organizational Culture;
Organizational Design;
Leading Change;
Growth Management;
Religion;
Information Technology;
Internet and the Web;
Transition;
Leadership;
Web Services Industry;
Technology Industry
Rayport, Jeffrey F., and Matthew G. Preble. "Scaling Swagbucks (A)." Harvard Business School Case 818-070, January 2018.
- January 2018 (Revised March 2020)
- Case
SAP: Branding in the Digital Age
By: Das Narayandas and Amram Migdal
By 2017, digital, social, and mobile technologies were rapidly changing the way many of SAP’s traditional customers did business over the last decade. In response to this trend, SAP had acquired companies with capabilities in e-commerce, human capital, workforce...
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Narayandas, Das, and Amram Migdal. "SAP: Branding in the Digital Age." Harvard Business School Case 518-058, January 2018. (Revised March 2020.)