Filter Results
:
(334)
Show Results For
-
All HBS Web
(1,324)
- Faculty Publications (334)
Show Results For
-
All HBS Web
(1,324)
- Faculty Publications (334)
- February 2011 (Revised April 2012)
- Case
PepsiCo Peru Foods: More than Small Potatoes
The regional head of supply chain for PepsiCo South America Foods and his team had worked for 10 years to realize their dream of creating an agricultural research center in Peru that could provide more productive and healthier varieties of potatoes for the Frito-Lay...
View Details
Keywords:
Food;
Supply Chain;
Planning;
Growth and Development Strategy;
Leading Change;
Agriculture and Agribusiness Industry;
Peru
Kanter, Rosabeth M., Rakesh Khurana, Rajiv Lal, and Matthew Bird. "PepsiCo Peru Foods: More than Small Potatoes." Harvard Business School Case 311-083, February 2011. (Revised April 2012.)
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential...
View Details
Keywords:
Marketing;
Brand Management;
Brands;
Brand Building;
Brand Positioning;
Competitive Positioning;
Advertising;
Marketing Communication;
Biography;
Brands and Branding;
Product Marketing;
Emerging Markets;
Network Effects;
Demand and Consumers;
Marketing Communications;
Cost vs Benefits;
Perspective;
Advertising Campaigns;
Marketing Strategy;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- December 2010 (Revised March 2013)
- Case
Asian Agri and the Future of Palm Oil
By: David E. Bell and Natalie Kindred
For Asian Agri and other Indonesian palm oil producers, the future promised rising demand from fast-growing Asian populations, but also intensifying criticism from environmental groups. With the highest yield and lowest production cost of any edible oil, palm oil...
View Details
Keywords:
Plant-Based Agribusiness;
Social Marketing;
Corporate Social Responsibility and Impact;
Business Strategy;
Supply Chain Management;
Natural Environment;
Marketing Strategy;
Environmental Sustainability;
Agriculture and Agribusiness Industry;
Indonesia;
Malaysia
Bell, David E., and Natalie Kindred. "Asian Agri and the Future of Palm Oil." Harvard Business School Case 511-015, December 2010. (Revised March 2013.)
- December 2010
- Article
Why You Aren't Buying Venezuelan Chocolate
By: Rohit Deshpandé
The article discusses the "provenance paradox," wherein consumers are unwilling to buy high-quality products from regions not commonly associated with excellence in certain product categories. Venezuelan chocolate maker Chocolates El Rey does little international...
View Details
Keywords:
Geographic Location;
Global Strategy;
Globalized Markets and Industries;
Brands and Branding;
Marketing Strategy;
Product Marketing;
Emerging Markets;
Food and Beverage Industry;
Venezuela
Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12 (December 2010).
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over...
View Details
Keywords:
Marketing;
Brand Management;
Brands;
Brand Positioning;
Competitive Positioning;
Competition;
Brands and Branding;
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- October 2010
- Case
innocent
By: William A. Sahlman and Harry Wake
This case describes a set of issues confronting the founders of innocent, a 10-year old beverage company that dominated the UK smoothie market. The team must decide how to proceed with expansion of the product line and outside the UK and Ireland. They must also decide...
View Details
- June 2010
- Teaching Note
Diamond Foods (TN)
By: David E. Bell, Natalie Kindred and Mary Louise Shelman
Teaching Note for 510013..
View Details
- June 2010
- Teaching Note
Monsanto: Helping Farmers Feed the World (TN)
By: David E. Bell and Mary Louise Shelman
Teaching Note for [510025].
View Details
- March 2010
- Case
Target: Responding to the Recession
By: Ranjay Gulati, Rajiv Lal and Cathy Ross
Within 10 months of Gregg Steinhafel's taking over as CEO at Target, the U.S. was mired in the most significant economic downturn in 50 years. Top competitor Wal-Mart had positioned itself well for the crisis, while Target's same store sales began to slide. While...
View Details
Keywords:
Financial Crisis;
Strategy;
Operations;
Brands and Branding;
Product Launch;
Product Positioning;
Competition;
Retail Industry;
United States
Gulati, Ranjay, Rajiv Lal, and Cathy Ross. "Target: Responding to the Recession." Harvard Business School Case 510-016, March 2010.
- 2010
- Book
Unilever'i Yenilemek: Dönüşüm ve Gelenek [Renewing Unilever: Transformation and Tradition]
By: Geoffrey Jones
Unilever's brands can now be found in one out of every two households in the world. This arresting and impressive fact shows the scope and scale of this unique global corporation. Geoffrey Jones, a leading business historian from the Harvard Business School, takes us...
View Details
Keywords:
Business History;
Business Growth and Maturation;
Multinational Firms and Management;
Corporate Strategy;
Organizational Culture;
Globalization;
Brands and Branding;
Consumer Products Industry
Jones, Geoffrey. Unilever'i Yenilemek: Dönüşüm ve Gelenek [Renewing Unilever: Transformation and Tradition]. Istanbul: Türkiye İş Bankası Kültür Yayınları, 2010, Turkish ed.
- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically...
View Details
Keywords:
Marketing;
Brands;
Brand Management;
Brand Building;
Brand Positioning;
Competitive Positioning;
Marketing Strategy;
Brands and Branding;
Managerial Roles;
Strategy;
Product Positioning;
Consumer Behavior;
Biography;
Success;
Perception;
Markets;
Power and Influence;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- December 2009
- Case
TruEarth Healthy Foods: Market Research for a New Product Introduction
By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by...
View Details
Keywords:
Market Research;
Consumer Marketing;
Brands;
Food;
Marketing Strategy;
Consumer Behavior;
Forecasting and Prediction;
Product Launch;
Brands and Branding;
Food and Beverage Industry;
Food and Beverage Industry
Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
- December 2009 (Revised February 2012)
- Case
Monsanto: Helping Farmers Feed the World
By: David E. Bell, Carin-Isabel Knoop and Mary Shelman
Monsanto has led the effort to bring biotechnology to bear on food production. Through some management missteps and consumer resistance the company had difficulties in its early years. But since Hugh Grant became CEO the picture has brightened with widespread adoption...
View Details
Keywords:
Food;
Global Strategy;
Leadership;
Production;
Agriculture and Agribusiness Industry;
Biotechnology Industry;
United States
Bell, David E., Carin-Isabel Knoop, and Mary Shelman. "Monsanto: Helping Farmers Feed the World." Harvard Business School Case 510-025, December 2009. (Revised February 2012.)
- December 2009 (Revised October 2015)
- Case
Diamond Foods
By: David E. Bell and Mary Louise Shelman
CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built...
View Details
Keywords:
Agribusiness;
Business Model;
Customer Focus and Relationships;
Leadership;
Marketing Strategy;
Consumer Behavior;
Organizational Change and Adaptation;
Cooperative Ownership;
Agriculture and Agribusiness Industry;
Retail Industry;
United States
Bell, David E., and Mary Louise Shelman. "Diamond Foods." Harvard Business School Case 510-013, December 2009. (Revised October 2015.)
- November 2009 (Revised March 2013)
- Case
PureCircle
By: David E. Bell and Aldo Sesia
In December 2008, the U.S. Food and Drug Administration (FDA) determined that high-purity Rebaudioside A (Reb A), a natural and calorie-free product that a young company named PureCircle manufactured from the Stevia plant, could be used in beverages, foods, and as a...
View Details
Keywords:
Customer Relationship Management;
Investment;
Globalization;
Leadership;
Risk Management;
Product Launch;
Production;
Performance Productivity;
Business and Shareholder Relations;
Food and Beverage Industry;
United States
Bell, David E., and Aldo Sesia. "PureCircle." Harvard Business School Case 510-032, November 2009. (Revised March 2013.)
- November 2009 (Revised March 2010)
- Case
Managing Drugs on the Forefront of Personalized Medicine: The Erbitux and Vectibix Story
By: Richard G. Hamermesh, Raju Kucherlapati and Rachel Gordon
In May 2007, Amgen Inc. (Amgen) received disappointing news from the European Medicines Agency (EMEA) that its drug Vectibix, developed to fight metastatic colorectal cancer, had been rejected. This was especially surprising news given that a similar rival drug had...
View Details
Keywords:
Entrepreneurship;
Governing Rules, Regulations, and Reforms;
Health Testing and Trials;
Marketing Strategy;
Product Positioning;
Genetics;
Biotechnology Industry;
Europe;
United States
Hamermesh, Richard G., Raju Kucherlapati, and Rachel Gordon. "Managing Drugs on the Forefront of Personalized Medicine: The Erbitux and Vectibix Story." Harvard Business School Case 810-066, November 2009. (Revised March 2010.)
- July 2009 (Revised October 2011)
- Case
VeeV on the Rocks?
By: Joshua D. Margolis, Christopher Marquis and Laura Winig
Three pressing challenges (equity split, extent of commitment to social responsibility, and product discoloration) confront VeeV, the world's first alcoholic beverage infused with acai berries. Brothers Courtney and Carter Reum founded VeeV in 2007 and the firm has...
View Details
Keywords:
Quality;
Food;
Business Growth and Maturation;
Ethics;
Corporate Social Responsibility and Impact;
Entrepreneurship;
Business Startups;
Equity;
Food and Beverage Industry
Margolis, Joshua D., Christopher Marquis, and Laura Winig. "VeeV on the Rocks?" Harvard Business School Case 410-006, July 2009. (Revised October 2011.)
- 2009
- Article
Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric
By: Jolie M. Martin, John Beshears, Katherine L. Milkman, Max H. Bazerman and Lisa Sutherland
Research over the last several decades indicates the failure of existing nutritional labels to substantially improve the healthiness of consumers' food and beverage choices. The difficulty for policy-makers is to encapsulate a wide body of scientific knowledge in a... View Details
Keywords:
Judgments;
Food;
Nutrition;
Labels;
Knowledge Use and Leverage;
Demand and Consumers;
Measurement and Metrics;
Mathematical Methods
Martin, Jolie M., John Beshears, Katherine L. Milkman, Max H. Bazerman, and Lisa Sutherland. "Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric." Journal of the American Dietetic Association 109, no. 6 (June 2009): 1088–1091.
- January 2009
- Case
VOSS Artesian Water from Norway
By: Youngme E. Moon, Gail J. McGovern, Daniela Beyersdorfer and Vincent Marie Dessain
VOSS is a Norwegian bottled water company that produces one of the world's purest drinking waters, sold at an ultra-premium price in a sleek cylindrical glass bottle of minimalist design. In the U.S. (the company's primary market), VOSS's high-end brand presence is...
View Details
Keywords:
Brands and Branding;
Marketing Channels;
Marketing Strategy;
Product;
Luxury;
Food and Beverage Industry;
Norway;
United States
Moon, Youngme E., Gail J. McGovern, Daniela Beyersdorfer, and Vincent Marie Dessain. "VOSS Artesian Water from Norway." Harvard Business School Case 509-040, January 2009.
- January 2009 (Revised October 2009)
- Case
GLOBALGAP: Food Safety and Private Standards
By: David E. Bell and Mary Louise Shelman
In response to new laws governing liability and several food safety scares in the 1990s, European retailers drove the creation of a universal production standard based on Good Agricultural Practices (GAP) for fresh fruit and vegetables and a third-party certification...
View Details
Keywords:
Agribusiness;
Food;
Governance Compliance;
Governing Rules, Regulations, and Reforms;
Business and Government Relations;
Safety;
Agriculture and Agribusiness Industry;
Europe
Bell, David E., and Mary Louise Shelman. "GLOBALGAP: Food Safety and Private Standards." Harvard Business School Case 509-004, January 2009. (Revised October 2009.)