Publications

Find at Harvard

December 1992
Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details

Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany

June 2011
Teaching Note

Cola Wars Continue: Coke and Pepsi in 2010 (TN)

By: David B. Yoffie

Teaching Note for 711462. View Details

Keywords: Industry Structures; Competitive Strategy; Competition; Price; Brands and Branding; Food and Beverage Industry; United States

January 2005 (Revised August 2005)
Case

Apple Computer, 2005

By: David B. Yoffie and Barbara Mack

Apple has reaped the benefits of its innovative music player, the iPod. However, its PC and server business continue to hold small market share relative to the worldwide computer market over the past few years. Will the iPod lure new users to the Mac? Will Apple be... View Details

Keywords: Technological Innovation; Innovation Strategy; Information Infrastructure; Brands and Branding; Computer Industry; Entertainment and Recreation Industry

May 2002 (Revised October 2002)
Case

Dell--New Horizons

By: V. Kasturi Rangan and Marie Bell

Founded in 1984, Dell Corp. has achieved phenomenal growth, and by 2000 had topped $25 billion in sales and over $2 billion in net income. In the 4th quarter of 2000, however, the PC industry's average 30-year growth rate crashed to a negative 10%. Dell must make... View Details

Keywords: History; Decisions; Product Positioning; Marketing Strategy; Framework; Globalization; Brands and Branding; Computer Industry; Technology Industry; United States

March 1998 (Revised March 1999)
Case

NIKE, Inc. in the 1990s (C)

By: John A. Quelch

In 1998, Nike's earnings and sales growth slowed. Management faced new competition from Adidas. This case asks students to review the various strategies (including diversification into sports equipment) pursued by Nike to resuscitate corporate growth. View Details

Keywords: Diversification; Competition; Product Launch; Brands and Branding; Growth and Development Strategy; Apparel and Accessories Industry; Sports Industry

25 Jan 2011
First Look

First Look: Jan. 25

PublicationsThe Strategic Use of Brand Biographies Authors:Jill Avery, Neeru Paharia, Anat Keinan, and Juliet Schor Publication:Research in Consumer Behavior (forthcoming) Abstract We introduce the concept of a View Details

Keywords: Sean Silverthorne

01 Sep 2003
News

Alumni Bookshelf

leaders. Brand Aid by Brad VanAuken (MBA ’84) (American Management Association) This reference guide is aimed at solving tough branding problems and strengthening marketing position. VanAuken offers... View Details

Keywords: Publishing Industries (except Internet); Information

Sanford I. Weill

on strong execution and delivery of services, stock-based incentive compensation plans, and skillful blending of complimentary strengths and weaknesses, has helped to achieve his mission of building a brand name financial services... View Details

Keywords: Finance

Charles R. Walgreen III

Rico, owned nearly 300 restaurants, most of which were adjacent to the drugstores, and manufactured over 400 Walgreens branded products. Walgreen’s became the first drug-store chain to earn revenues of a billion dollars. View Details

Keywords: Retail

23 May 2017
First Look

First Look at New Ideas and Research: May 23, 2017

consumer distrust of domestic infant formula brands that still pervaded China in 2016. Foreign brands, priced at a substantial premium, were strongly preferred by consumers who could afford them. The field of domestic infant formula View Details

Keywords: Carmen Nobel

Carlos Wizard Martins

Keywords: Education

Jack Ewing

Keywords: Ecotourism

01 Nov 2013
News

T-Mobile's Wacky Plan to Trash the Wireless Business Model

Keywords: Telecommunications; Information

May 2013 (Revised April 2015)
Case

Ron Johnson: Retail at Target, Apple, and J.C. Penney

By: Das Narayandas, Kerry Herman and Lisa Mazzanti

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... View Details

Keywords: Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Retail Industry; United States

September 1994
Case

BayFunds

By: Alvin J. Silk, Lisa Klein Pearo and Jamie Harper

In June, 1994, the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds. Sixteen months earlier, BayBank, Massachusetts's leading retail bank, had entered the mutual fund business by... View Details

Keywords: Banks and Banking; Marketing Strategy; Brands and Branding; Investment Funds; Product Marketing; Integration; Financial Services Industry