Publications

October 1987 (Revised November 1994)
Case

Boston Fights Drugs (A): Designing Communications Research

By: V. Kasturi Rangan

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details

Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston

01 Dec 2013
News

Len Schlesinger Returns

Limited Brands, I had to transition from a knockoff design and speed-sourcing model to building brands and coming to grips with what that meant to our portfolio of businesses. There is nothing more dramatic in a company called Limited... View Details

Keywords: Clothing and Clothing Accessories Stores; Retail Trade

01 Jun 2014
News

A Look at Olook

André Beisert's olook targets a very particular part of Brazil's new consumer market. "Our brand has a persona," Beisert (MBA 2009) says in his white brick office, which sits atop a small warehouse in the Vila Nova Conceição neighborhood... View Details

Keywords: Dan Morrell; fashion; Clothing and Clothing Accessories Stores; Retail Trade

William H. Danforth

In 1894, Danforth opened a feed business in St. Louis. Over the next several years, Danforth’s Ralston Purina Company established mills in St. Louis and 32 other cities in the U.S. and Canada. Danforth created the famous Chow brand name,... View Details

Keywords: Food & Tobacco

09 Oct 2001
Research & Ideas

Five Questions for Paul Lawrence and Nitin Nohria

seemed obvious. Q: Customers are ruled by these four drives, just like everyone else. So what product, or product strategy, is needed to attract the four-drive customer? A: Those who study brands have found that great View Details

Keywords: by Sean Silverthorne

January 2010
Teaching Note

Transforming ASUSTeK: Breaking from the Past (TN)

By: Willy C. Shih

Teaching Note for [610041]. View Details

Keywords: Information Infrastructure; Transformation; Contracts; Production; Product Design; Customers; Competition; Management Practices and Processes; Value; Performance Effectiveness; Brands and Branding; Disruptive Innovation; Computer Industry; Electronics Industry

December 2003 (Revised April 2004)
Case

Dragon's Teeth Vineyards

By: Alan D. MacCormack, Marius Leibold, Sven Voelpel and Kerry Herman

Dragon's Teeth Vineyards (DTV) is a South African wine producer that is considering whether to use genetically modified organisms (GMOs) in its wine-making process. GMOs promise to lower the costs of wine production significantly through increased yields and reduced... View Details

Keywords: Technological Innovation; Growth and Development Strategy; Genetics; Transition; Brands and Branding; Product Development; Product Design; Organizational Change and Adaptation; Technology Adoption; Food and Beverage Industry; Biotechnology Industry; South Africa

March 1996 (Revised November 1997)
Case

Dewar's (C): Exploring New Media Opportunities

By: Alvin J. Silk and Lisa Klein Pearo

Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details

Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy

01 Sep 2020
News

Action Plan: Finding Fluency

Dunaway, the pandemic meant rethinking all of the company’s marketing plans. A veteran of established brands such as Frito-Lay, Yahoo, and Nintendo, Dunaway joined Duolingo in 2018 to build a marketing department from scratch with a focus... View Details

Keywords: April White; foreign language; education and technology; digital marketing; change management; COVID-19; Educational Services

01 Dec 2014
News

3-Minute Briefing: Nagisa Manabe (MBA 1991)

search, digital, print, radio, and television that I would have used for Guinness or Captain Morgan when I was at Diageo. The only real difference between the Postal Service and any of the other brands I’ve worked on is that we are... View Details

Keywords: Julia Hanna

Earl D. Babst

When Babst took over the helm of American Sugar Refining, he embarked on a major investment in equipment and initiated the construction of a modern refinery in Baltimore, Maryland. During his tenure, Babst also built and purchased mills in Cuba. Babst developed the... View Details

Keywords: Food & Tobacco

04 Mar 2008
News

HBS Blogs

Fitness, Baby Boomers, Business, and Living”; archived since July 2006) MBA 1980I Jim McGee, McGee’s Musings, http://www.mcgeesmusings.net/ (book reviews and comments on design, technology, learning, organization, resources, and more; archived since Jan. 2003) MBA... View Details

Keywords: Keith Larson; Information; News, Library, Internet, and Other Services; Information

01 Sep 2014
News

Case Study: Declawing the Competition

cofounder and president, Deena Malkina (MBA 2008), offered this case study query to alumni: “KitNipBox is laser-focused on differentiating its brand by sourcing the most unique, high-quality products on the market, committing to healthy... View Details

2021
Report

The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

By: John A. Deighton and Leora Kornfeld

This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details

Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding