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All HBS Web
(2,138)
- Faculty Publications (591)
- December 2010
- Case
Digital Divide
By: Sunil Gupta
In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,...
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Keywords:
Budgets and Budgeting;
Digital Marketing;
Marketing Communications;
Marketing Strategy;
Information Technology
Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, 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...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Positioning;
Competitive Positioning;
Competition;
Brands and Branding;
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- October 2010 (Revised January 2011)
- Case
Toyota Recalls (A): Hitting the Skids
By: John A. Quelch, Carin-Isabel Knoop and Ryan Johnson
In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While...
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Keywords:
Communication Strategy;
Crisis Management;
Brands and Branding;
Quality;
Public Opinion;
Auto Industry;
Japan;
United States
Quelch, John A., Carin-Isabel Knoop, and Ryan Johnson. "Toyota Recalls (A): Hitting the Skids." Harvard Business School Case 511-016, October 2010. (Revised January 2011.)
- September 2010 (Revised April 2015)
- Case
Taj Hotels, Resorts and Palaces
By: Rohit Deshpande and Mona Sinha
The Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury...
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Keywords:
Growth Management;
Brands and Branding;
Marketing Strategy;
Product Positioning;
Luxury;
Accommodations Industry;
India
Deshpande, Rohit, and Mona Sinha. "Taj Hotels, Resorts and Palaces." Harvard Business School Case 511-039, September 2010. (Revised April 2015.)
- September 2010
- Case
Quanta Research Institute: Rainforest or Hothouse?
By: Willy C. Shih, Jyun-Cheng Wang and Ho Howard Yu
Barry Lam, the CEO and founder of Quanta Computer (the largest notebook computer manufacturer worldwide), has recognized for many years that he had to transform the company to decrease its dependence on producing commodity hardware for other global brands and move the...
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Keywords:
Change Management;
Leading Change;
Growth and Development Strategy;
Product Development;
Organizational Change and Adaptation;
Research and Development;
Computer Industry;
Taiwan
Shih, Willy C., Jyun-Cheng Wang, and Ho Howard Yu. "Quanta Research Institute: Rainforest or Hothouse?" Harvard Business School Case 611-024, September 2010.
- July 2010 (Revised December 2010)
- Case
Beohemija's Duel
By: Das Narayandas and Kerry Herman
Vladimir Joksic, Director of Marketing for Serbia's Beohemija, along with his marketing team has managed to grow Duel, the firm's soap powder offering from single digits to almost 40% of the Serbian market in just a few short years. He has used innovative and...
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- July 2010
- Teaching Note
Shanzhai! MediaTek and the "White Box" Handset Market (TN)
By: Willy C. Shih
Teaching Note for 610081.
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- June 2010 (Revised September 2010)
- Case
Atlantis Paradise Island Resort & Casino: Improving Performance with a New Vision and Mission
By: Lynda M. Applegate and Gabriele Piccoli
Atlantis Paradise Island adopted a new vision and mission to provide its guests and employees an enhanced brand experience. The dilemma Atlantis faced was how to integrate the new vision and mission into all the brand touch points in order to improve customer...
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Keywords:
Change Management;
Customer Satisfaction;
Corporate Entrepreneurship;
Employee Relationship Management;
Brands and Branding;
Service Delivery;
Mission and Purpose;
Performance Improvement;
Accommodations Industry
Applegate, Lynda M., and Gabriele Piccoli. "Atlantis Paradise Island Resort & Casino: Improving Performance with a New Vision and Mission." Harvard Business School Case 810-140, June 2010. (Revised September 2010.)
- June 2010
- Teaching Note
Ebro Puleva (TN)
By: David E. Bell and Mary Louise Shelman
Teaching Note for 510026.
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- May 2010
- Case
Flare Fragrances Company, Inc: Analyzing Growth Opportunities
By: John A. Quelch and Lisa D. Donovan
Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent -- and possibly...
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Keywords:
Quantitative Analysis;
Market Segmentation;
Product Introduction;
New Product Marketing;
Product Lines;
Product Positioning;
Distribution;
Product Launch;
Segmentation;
Growth and Development Strategy;
Consumer Products Industry
Quelch, John A., and Lisa D. Donovan. "Flare Fragrances Company, Inc: Analyzing Growth Opportunities." Harvard Business School Brief Case 104-550, May 2010.
- May 2010
- Teaching Note
Re-THINK-ing THINK: The Electric Car Company (TN)
Teaching Note for [810105].
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- April 2010
- Case
Bill Nichol Negotiates with Walmart: Hard Bargains over Soft Goods (A)
By: James K. Sebenius and Ellen Knebel
CEO Bill Nichol must somehow negotiate a surprise ultimatum from Walmart, his largest customer, about his largest and most profitable product line: “We're dropping it.” Among its hosiery products, the Kentucky Derby Hosiery Co. produces and sells a branded line of...
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Keywords:
Customer Relationship Management;
Crisis Management;
Negotiation Tactics;
Conflict Management;
Apparel and Accessories Industry;
North America
Sebenius, James K., and Ellen Knebel. "Bill Nichol Negotiates with Walmart: Hard Bargains over Soft Goods (A)." Harvard Business School Case 910-043, April 2010.
- April 2010 (Revised December 2010)
- Case
Shanzhai! MediaTek and the "White Box" Handset Market
By: Willy C. Shih, Chen-Fu Chien and Jyun-Cheng Wang
The term "white box" is often used to describe products without a brand name. Such products are assembled from standardized parts, and they became a very popular category of desktop PCs. Hsinchu, Taiwan based MediaTek is a fabless semiconductor company that unleashed a...
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Keywords:
Disruptive Innovation;
Growth and Development Strategy;
Emerging Markets;
Competitive Advantage;
Wireless Technology;
Semiconductor Industry;
Taiwan
Shih, Willy C., Chen-Fu Chien, and Jyun-Cheng Wang. Shanzhai! MediaTek and the "White Box" Handset Market. Harvard Business School Case 610-081, April 2010. (Revised December 2010.)
- April 2010
- Case
A Giant Among Women
By: Willy C. Shih, Ethan S Bernstein, Maly Hout Bernstein, Jyun-Cheng Wang and Yi-Ling Wei
Few CEOs successfully manage the evolution of their companies from OEM outsourcer to branded manufacturer to expert consumer marketer as well as Tony Lo, CEO of Giant Manufacturing Co. Ltd., now the largest bicycle manufacturer in the world. In the mid-1980s, Giant...
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Keywords:
Consumer Behavior;
Customer Focus and Relationships;
Global Strategy;
Gender;
Customer Satisfaction;
Product Development;
Bicycle Industry;
Taiwan
Shih, Willy C., Ethan S. Bernstein, Maly Hout Bernstein, Jyun-Cheng Wang, and Yi-Ling Wei. "A Giant Among Women." Harvard Business School Case 610-096, April 2010.
- April 2010
- Teaching Note
New Balance Athletic Shoe, Inc. (TN)
Teaching Note for [606094].
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- April 2010 (Revised November 2011)
- Case
Soren Chemical: Why Is the New Swimming Pool Product Sinking?
By: V. Kasturi Rangan and Sunru Yong
Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling...
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Keywords:
Marketing Mix;
New Product Marketing;
Pricing;
Branding;
Price;
Marketing Strategy;
Marketing Channels;
Product Launch;
Brands and Branding;
Communication Strategy;
Chemical Industry
Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why Is the New Swimming Pool Product Sinking?" Harvard Business School Brief Case 104-188, April 2010. (Revised November 2011.)
- 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...
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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.
- February 2010
- Case
Go Mobile: The Phirbol Franchise
By: Rajiv Lal and Natalie Kindred
To grow Phirbol, a telecom retail franchise chain in Delhi, India's underdeveloped markets, its founders were exploring ways to offer more value to the franchisees. In mid-2009, the Phirbol franchise was comprised of some 150 franchisees that had converted their small...
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Keywords:
Business Model;
Business Startups;
Innovation and Management;
Brands and Branding;
Service Operations;
Franchise Ownership;
Value Creation;
Telecommunications Industry;
Delhi
Lal, Rajiv, and Natalie Kindred. "Go Mobile: The Phirbol Franchise." Harvard Business School Case 510-020, February 2010.
- February 2010 (Revised June 2022)
- Case
Dollarama Inc.
By: Andre F. Perold
Dollarama is the leading operator of dollar stores in Canada. The firm performed extraordinarily well after a leveraged buyout in 2004 and recently executed a highly successful IPO. The company sources its goods primarily from Asia. It has strong brand recognition and...
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Keywords:
Price;
Growth and Development Strategy;
Product Positioning;
Supply Chain;
Competitive Advantage;
Valuation;
Consumer Products Industry;
Retail Industry;
Canada
Perold, Andre F. "Dollarama Inc." Harvard Business School Case 210-041, February 2010. (Revised June 2022.)
- January 2010 (Revised March 2010)
- Case
Transforming ASUSTeK: Breaking from the Past
By: Willy C. Shih, Ho Howard Yu and Hung-Chang Chiu
What happens when an original design manufacturer (ODM) firm tries to transform itself into a branded goods seller? The case traces the evolution of ASUSTeK from a motherboard supplier, to an ODM of desktop and notebook PCs, through its split into three companies that...
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Keywords:
Change Management;
Transformation;
Disruptive Innovation;
Brands and Branding;
Organizational Change and Adaptation;
Organizational Structure;
Competitive Strategy;
Computer Industry;
Manufacturing Industry;
Taiwan
Shih, Willy C., Ho Howard Yu, and Hung-Chang Chiu. "Transforming ASUSTeK: Breaking from the Past." Harvard Business School Case 610-041, January 2010. (Revised March 2010.)