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March 2018
Teaching Note

Mavi: Fashioning a Path to Brand Growth

By: Jill Avery and Gamze Yucaoglu

Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options... View Details

Keywords: Retailing; Fashion; Brand; Brand Management; Brand Extension; Brand Equity; Private Equity; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Decision Choices and Conditions; Retail Industry; Fashion Industry; Turkey; Europe

March 2018 (Revised January 2020)
Supplement

STRIVR (B): Moving into the Enterprise

By: Rajiv Lal and Scott Johnson

STRIVR, a company focused on virtual reality training, has decided to shift focus from sports to enterprise customers. The change in strategy requires the CEO to solve a number of issues. The company initally offered training for hard skills, but clients have been... View Details

Keywords: Strivr; Virtual Reality; Soft Skills; Hard Skills; VR; Applications and Software; Market Entry and Exit; Business Strategy; Training; Sports; Technology Industry; Education Industry; United States

March 2018
Case

Smart City Strategy: Amsterdam, Barcelona, and Atlanta

By: Rajiv Lal and Alexandra Houghtalin

March 2018 (Revised October 2019)
Case

Yo-Yo Ma and Silkroad

By: Rohit Deshpandé, Paul A. Gompers and Scott Duke Kominers

Silkroad—a cross-cultural music collaboration that world-famous cellist Yo-Yo Ma had spearheaded since 1998, was preparing to celebrate its 20th anniversary. In parallel, Ma was stepping back from his role as the organization’s Artistic Director. Silkroad had come of... View Details

Keywords: Managing Diverse Teams; Leadership Transitions; Global Innovation; Music; Cultural Entrepreneurship; Nonprofit Organizations; Music Entertainment; Leadership; Transition

March 2018
Case

IBM: Watson and the Internet of Things

By: Rajiv Lal and Scott Johnson

IBM has recently launched a business unit devoted to the Internet of Things. The group's leadership team needs to figure out the best way to quickly scale its business in a fragmented and nascent market. View Details

Keywords: IBM; Internet Of Things; Watson; Artificial Intelligence; Internet and the Web; Applications and Software; Mobile and Wireless Technology; Growth and Development Strategy; Emerging Markets; AI and Machine Learning; Technology Industry

March 2018 (Revised January 2019)
Case

Gilead Mexico

By: Michael Chu and V. Kasturi Rangan

With a breakthrough cure for Hepatitis C listing in the U.S. at $1,000/pill, Gilead must now solve the issue of making it available to patients across the world, much as it did for its blockbuster HIV/AIDS antiretrovirals. For Erik Musalem, the new general manager of... View Details

Keywords: Health Care and Treatment; Price; Strategy; Management; Pharmaceutical Industry; Mexico

March 2018
Article

In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

By: Eva Ascarza, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost and Rom Schrift

In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge—with a particular focus on predicting customer churn.... View Details

Keywords: Customer Retention; Churn; Customer Relationship Management; Measurement and Metrics

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February 2018
Teaching Note

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

Teaching Note for HBS No. 518-024. View Details

February 2018 (Revised October 2019)
Technical Note

The Art and Science of Brand Valuation

Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details

February 2018
Case

Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home

By: Rajiv Lal and Scott Johnson

Amazon, Google, and Apple all offer their own smart speaker. The devices represent each firm's entry point into the connected home market. All three companies come into the space with their own strengths and weaknesses. Who will win? View Details

February 2018 (Revised October 2019)
Case

HubSpot and Motion AI: Chatbot-Enabled CRM

By: Jill Avery and Thomas Steenburgh

HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact... View Details

February 2018
Teaching Note

Goldman Sachs' Digital Journey

By: Sunil Gupta

Teaching Note for HBS No. 518-039. View Details

Keywords: Finance; Technology; Digital Strategy; Digital Transformation

February 2018 (Revised September 2018)
Case

Huawei: How Can We Lead the Way?

By: Elie Ofek, Tian Tao, Eden Yin and Nancy Hua Dai

On September 12, 2017, just as Apple’s Tim Cook was unveiling the iPhone X, Richard Yu, CEO of Huawei’s Consumer Business Group (CBG), and Glory Cheung, his Chief Marketing Officer, were discussing some key strategic issues regarding Huawei’s smartphone business.... View Details

Keywords: Product Launch; Product Positioning; Marketing Communications; Price; Competitive Strategy; Global Strategy

February 2018 (Revised October 2020)
Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details

February 2018
Article

Retention Futility: Targeting High-Risk Customers Might Be Ineffective.

By: Eva Ascarza

Companies in a variety of sectors are increasingly managing customer churn proactively, generally by detecting customers at the highest risk of churning and targeting retention efforts towards them. While there is a vast literature on developing churn prediction models... View Details

Keywords: Retention/churn; Proactive Churn Management; Field Experiments; Heterogeneous Treatment Effect; Machine Learning; Customer Relationship Management; Risk Management

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January 2018 (Revised November 2018)
Case

Acumen and Lean Data 2018

By: Shawn Cole, V. Kasturi Rangan, Alnoor Ebrahim and Caitlin Reimers Brumme

January 2018 (Revised March 2020)
Case

SAP: Branding in the Digital Age

By: Das Narayandas and Amram Migdal

By 2017, digital, social, and mobile technologies were rapidly changing the way many of SAP’s traditional customers did business over the last decade. In response to this trend, SAP had acquired companies with capabilities in e-commerce, human capital, workforce... View Details

Keywords: Brand Positioning; Marketing; Sales; Brands and Branding; Strategy; Technology Industry

January 2018
Technical Note

Business at the Base of the Pyramid: Understanding Impact and Impact Evaluations

By: V. Kasturi Rangan and Tricia Gregg

Unlike financial success, there is no clear consensus regarding how best to define and measure social impact. This HBS Technical Note written for students of the HBS MBA course Business at the Base of the Pyramid (BBOP), offers readers pragmatic perspectives on how the... View Details

Keywords: Developing Countries and Economies; Social Issues; Value Creation; Human Needs; Performance Evaluation

January 2018 (Revised October 2019)
Case

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details

January 2018
Technical Note

The Scope of Business at the Base of the Pyramid: Middle and Lower Income Countries

By: V. Kasturi Rangan and Tricia Gregg

Using World Bank data, the note defines the Base of the Pyramid population as the 4.76 billion people living on less than $10/day. It briefly reviews the perspectives of key business articles that address this market, notably C.K. Prahalad’s work on Bottom of the... View Details

Keywords: Developing Countries and Economies; Poverty; Social Issues; Human Needs; Segmentation

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