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All HBS Web
(2,138)
- Faculty Publications (591)
- May 2011 (Revised March 2012)
- Case
InterfaceRAISE: Sustainability Consulting
By: Michael W. Toffel, Robert G. Eccles and Casey Taylor
InterfaceRAISE is a sustainability management consulting firm created to leverage the capabilities of its parent company Interface Inc., a carpet manufacturer recognized as a global leader in corporate environmental sustainability. This case illustrates the challenges...
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Keywords:
Problems and Challenges;
Integrated Corporate Reporting;
Corporate Social Responsibility and Impact;
Entrepreneurship;
Performance;
Environmental Accounting;
Profit;
Marketing Strategy;
Human Resources;
Business Model;
Leveraged Buyouts;
Salesforce Management;
Consulting Industry;
Manufacturing Industry
Toffel, Michael W., Robert G. Eccles, and Casey Taylor. "InterfaceRAISE: Sustainability Consulting." Harvard Business School Case 611-069, May 2011. (Revised March 2012.)
- May 2011 (Revised July 2011)
- Case
Fiat-Chrysler Alliance: Launching the Cinquecento in North America
By: Gary P. Pisano, Phillip Andrews and Alessandro Di Fiore
Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)—a very small, iconic Italian car that had strong sales in Europe—was delivered on March 10, 2011. The Italian automaker re-entered the market through an alliance...
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Keywords:
Product Launch;
Product Positioning;
Mergers and Acquisitions;
Partners and Partnerships;
Globalization;
Operations;
Growth and Development Strategy;
Integration;
Auto Industry;
North America;
Europe
Pisano, Gary P., Phillip Andrews, and Alessandro Di Fiore. "Fiat-Chrysler Alliance: Launching the Cinquecento in North America." Harvard Business School Case 611-037, May 2011. (Revised July 2011.)
- May 2011
- Article
The Best Way to Name Your Product 2.0
By: Marco Bertini, John Gourville and Elie Ofek
Although there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a...
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Bertini, Marco, John Gourville, and Elie Ofek. "The Best Way to Name Your Product 2.0." Harvard Business Review 89, no. 5 (May 2011).
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted...
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Keywords:
Marketing;
Brands;
Brand Building;
Brand Management;
Digital Marketing;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Internet and the Web;
Social Media;
Advertising Industry;
Consumer Products Industry
Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in...
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Keywords:
Marketing;
Brand Building;
Brand Management;
Brand Positioning;
Competitive Positioning;
Brands and Branding;
Economics;
Marketing Communications;
Marketing Strategy;
Advertising Campaigns;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- April 2011 (Revised January 2015)
- Case
The Eleganzia Group
By: Elie Ofek, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez and Francesco Tronci
Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General Manager Giannuzzi must decide how to set prices at the Forte Village Resort, the Group's most well-known...
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Keywords:
Pricing;
Pricing Strategy;
Customer Management;
Branding;
Customer Relationship Management;
Price;
Luxury;
Business Strategy;
Brands and Branding;
Accommodations Industry;
Travel Industry;
Italy
Ofek, Elie, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez, and Francesco Tronci. "The Eleganzia Group." Harvard Business School Case 511-115, April 2011. (Revised January 2015.)
- Article
Putting the 'Relationship' Back into CRM
By: Susan Fournier and Jill Avery
Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and...
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Keywords:
Marketing;
CRM;
Customer Relationship Management;
Brand Building;
Brand Management;
Customer Lifetime Value;
Customer Focus and Relationships;
Customer Satisfaction;
Marketing Strategy;
Brands and Branding;
Consumer Products Industry
Fournier, Susan, and Jill Avery. "Putting the 'Relationship' Back into CRM." MIT Sloan Management Review 52, no. 3 (Spring 2011): 63–72.
- March 2011 (Revised March 2021)
- Teaching Note
Terror at the Taj Bombay: Customer-Centric Leadership
By: Rohit Deshpande
Teaching Note for 511703.
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- March 2011
- Case
Terror at the Taj Bombay: Customer-Centric Leadership
By: Rohit Deshpande
On November 26, 2008, heavily armed terrorists launched a series of attacks throughout the western-Indian city of Mumbai (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for over three days,...
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Keywords:
Safety;
Leadership;
National Security;
Service Delivery;
Organizational Culture;
Crisis Management;
Customer Focus and Relationships;
Brands and Branding;
Accommodations Industry;
Mumbai
Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Multimedia/Video Case 511-703, March 2011.
- February 2011
- Case
Barceló Hotels and Resorts (A)
By: John T. Gourville and Marco Bertini
Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio...
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Keywords:
Brand Management;
Sales Promotions;
Brands and Branding;
Price;
Strategy;
Corporate Strategy;
Accommodations Industry
Gourville, John T., and Marco Bertini. "Barceló Hotels and Resorts (A)." Harvard Business School Case 511-108, February 2011.
- February 2011 (Revised November 2013)
- Case
The Cheezburger Network
By: John Deighton and Leora Kornfeld
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the...
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Keywords:
Budgets and Budgeting;
Digital Marketing;
Customer Relationship Management;
Venture Capital;
Emerging Markets;
Strategic Planning;
Sales;
Internet and the Web;
Publishing Industry;
Web Services Industry
Deighton, John, and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091, February 2011. (Revised November 2013.) (request a courtesy copy.)
- February 2011 (Revised December 2012)
- Case
Coca-Cola on Facebook
By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a...
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Keywords:
Change Management;
Governance Controls;
Policy;
Brands and Branding;
Marketing Channels;
Social and Collaborative Networks;
Food and Beverage Industry
Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110, February 2011. (Revised December 2012.) (request a courtesy copy.)
- February 2011 (Revised December 2012)
- Case
Porsche: The Cayenne Launch
By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV...
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Keywords:
Knowledge Sharing;
Knowledge Use and Leverage;
Risk Management;
Brands and Branding;
Product Launch;
Product Positioning;
Social and Collaborative Networks;
Auto Industry
Deighton, John, Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068, February 2011. (Revised December 2012.) (request a courtesy copy.)
- February 2011 (Revised December 2012)
- Case
The Ford Fiesta
By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image...
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Keywords:
Advertising Campaigns;
Digital Marketing;
Leadership;
Goals and Objectives;
Brands and Branding;
Marketing Strategy;
Product Launch;
Market Entry and Exit;
Standards;
Auto Industry
Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
- 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...
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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;
Apparel and Accessories Industry;
Advertising Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage 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.)
- January 2011 (Revised January 2014)
- Case
Rebranding Gallagher
By: Rohit Deshpande and Keith Chi-ho Wong
Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand...
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Keywords:
Globalized Firms and Management;
Brands and Branding;
Marketing Strategy;
Distribution;
Industrial Products Industry
Deshpande, Rohit, and Keith Chi-ho Wong. "Rebranding Gallagher." Harvard Business School Case 511-098, January 2011. (Revised January 2014.)
- January 2011 (Revised January 2011)
- Case
Marvel Enterprises, Inc. (Abridged)
By: Anita Elberse
The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a...
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Keywords:
Business Model;
Intellectual Property;
Rights;
Growth and Development Strategy;
Brands and Branding;
Marketing Strategy;
Entertainment and Recreation Industry
Elberse, Anita. "Marvel Enterprises, Inc. (Abridged)." Harvard Business School Case 511-097, January 2011. (Revised January 2011.)
- January 2011
- Case
AIC Netbooks: Optimizing Product Assembly
By: Steven C. Wheelwright and Sunru Yong
AIC Systems, located in Taichung, Taiwan, is a manufacturer of printed circuit boards, primarily for motherboards and video cards for personal computers. The firm is considered an original design manufacturer (ODM) and takes an active role in innovating and designing...
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Keywords:
Performance Management;
Quantitative Analysis;
Manufacturing;
Production Planning;
Production Management;
Diversification;
Production;
Performance Efficiency;
Product Design;
Performance Improvement;
Mobile Technology;
Manufacturing Industry;
Electronics Industry;
Taiwan
Wheelwright, Steven C., and Sunru Yong. "AIC Netbooks: Optimizing Product Assembly." Harvard Business School Brief Case 114-245, January 2011.
- 2011
- White Paper
Brands Are People Too! Harnessing the Power of Brand Warmth and Competence
By: Chris Malone, Jill Avery and S. T. Fiske
Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in...
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Keywords:
Brands;
Brand Management;
Customer Relationship Management;
CRM;
Brand Positioning;
Brand Equity;
Customers;
Customer Focus and Relationships;
Customer Satisfaction;
Brands and Branding;
Marketing;
Marketing Communications;
Marketing Strategy;
Consumer Products Industry
Malone, Chris, Jill Avery, and S. T. Fiske. "Brands Are People Too! Harnessing the Power of Brand Warmth and Competence." White Paper Series, Relational Capital Group, Newtowne Square, PA, 2011.
- 2011
- Chapter
Consumers' Relationships with Brands
By: Susan Fournier and Jill Avery
This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's...
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Keywords:
Marketing;
Brands;
Brand Building;
Brand Equity;
Brand Management;
Customer Relationship Management;
CRM;
Customer Focus and Relationships;
Brands and Branding;
Marketing Strategy;
Consumer Products Industry
Fournier, Susan, and Jill Avery. "Consumers' Relationships with Brands." Chap. 14 in Perspectives on Brand Management, edited by Mark D. Uncles, 225–248. Tilde University Press, 2011.