Publications

Read Now

December 1978 (Revised December 1985)
Case

Clairol Skin Machine (C)

By: Walter J. Salmon and Steven R. Palesy

Keywords: Beauty and Cosmetics Industry

December 1993 (Revised June 1994)
Case

Gloria Hilliard Mayfield at Mary Kay Cosmetics, Inc.

By: John P. Kotter and Andrew P. Burtis

Keywords: Beauty and Cosmetics Industry

October 2011 (Revised November 2014)
Teaching Note

Cosmeticos de Espana, S.A. (A) (B) (C) (D) (E) (F)

By: David F. Hawkins

Keywords: Beauty and Cosmetics Industry; Spain

summer 2003
Article

The Drivers of Market Efficiency in Revlon Transactions

By: Guhan Subramanian

Keywords: Performance Efficiency; Business Ventures; Beauty and Cosmetics Industry

July 2007 (Revised January 2008)
Supplement

Andrea Jung: Empowering Avon Women (B)

By: William W. George

Keywords: Beauty and Cosmetics Industry

July 1977 (Revised February 1978)
Case

Rose Milk

By: Stephen A. Greyser

Keywords: Advertising; Beauty and Cosmetics Industry

September–October 2022
Article

Should Your Company Sell on Amazon?: Reach Comes at a Price

By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant

Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to... View Details

Register to Read

Through her salons and cosmetics line, Arden was a pioneer in the development of the personal care industry. By 1929, Arden owned 150 salons throughout the world, sold her 1,000 different products in 25... View Details

Keywords: Personal Care & Home Products

26 Jan 2004
Research & Ideas

What Developing-World Companies Teach Us About Innovation

When most people think of innovation, they envision developed-world companies such as the U.S.A.'s IBM, Japan's Sony, South Korea's Samsung, Finland's Nokia, or Switzerland's Novartis, technology leaders that have stayed at the cutting edge of dynamic View Details

Keywords: by Donald N. Sull, Alejandro Ruelas-Gossi & Martin Escobari

Profile

Ann Chao

different countries and industries to learn with and learn from. As a Social Studies/East Asian Studies concentrator with a strong interest in disability rights View Details

Keywords: Entertainment / Media

Teaching Interest

Overview

The Business of Aesthetics is a new course for second-year students who are considering careers in sectors and companies whose long-term financial value is built on their ability to deliver aesthetic value. Such companies are rewarded not only for eliciting a high... View Details

Keywords: Aesthetics; Luxury Goods; Retail; Consumer Goods; Design; Creativity; Consumer Behavior; Brand Building; Experience Goods; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry

June 2022
Case

Zalando: Becoming the Starting Point for Fashion

By: Antonio Moreno, Leela Nageswaran, Emilie Billaud and Federica Gabrieli

Born in 2008 as a small startup selling flip flops, by mid-2021 Zalando had turned into an online fashion company with an assortment of more than 4,500 international brands, 45 million active customers, and a presence in 23 European markets. An essential component in... View Details

Keywords: Transition; Customer Value and Value Chain; Digital Platforms; Distribution; Order Taking and Fulfillment; Infrastructure; Logistics; Service Operations; Strategy; Business Strategy; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Europe

Educators

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; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry

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