Publications

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19 Nov 2014
HBS Case

Marketing Marijuana

medium-sized marijuana producers are already trying to build brand loyalty by marketing strains such as Grape Stomper, which boasts a high THC content; sweet-tasting Golden Goat; and low-THC Critical Mass, which markets itself as a more... View Details

Keywords: by Michael Blanding; Food & Beverage

03 Mar 2014
HBS Case

Decommoditizing the Canned Tomato

of the Case Research and Writing Group. “No one believed that you could create a brand in tomatoes—a commodity!” The case details how, during an economic downturn, a small business in its fourth generation of family ownership became one... View Details

Keywords: by Maggie Starvish; Agriculture & Agribusiness; Food & Beverage; Retail

June 2009
Supplement

F. William McNabb, Chairman, Vanguard Group, Interviewed by Professor John Quelch, April 2008

By: John A. Quelch

Professor John Quelch interviewed F. William McNabb, Chairman, Vanguard Group in April 2008 to review updates since the original case was published in 2004. View Details

Keywords: Growth and Development Strategy; Brands and Branding; Marketing Strategy; Financial Services Industry; United States

11 Jun 2001
Research & Ideas

E-Commerce Unplugged

knowledge of consumer behavior to create killer applications in the m-commerce arena. Imagine a brand well positioned to satisfy the life intentions of the youth market: Let's call it "Soda X." What if Soda X built a... View Details

Keywords: by Nitin Nohria & Marty Leestma

April 8, 2024
Article

Loyalty Programs May Limit Competition, and They Could Be Pushing Prices up for Everyone

By: Alexandru Nichifor and Scott Duke Kominers

Keywords: Customer Focus and Relationships; Competitive Strategy; Consumer Behavior; Brands and Branding

Read Now

December 2008
Case

Taylor Fresh Foods

By: David E. Bell, Natalie Kindred and Mary Louise Shelman

In 13 years, Bruce Taylor had built Taylor Fresh Foods into a $1 billion company and the top supplier of salads to the U.S. food service industry and to supermarket deli departments. In 2008, he was convinced that the time was right to make a big push in the fresh food... View Details

Keywords: Food; Brands and Branding; Demand and Consumers; Supply Chain Management; Competition; Expansion; Agriculture and Agribusiness Industry; United States

September 2002 (Revised October 2002)
Case

GolfLogix: Measuring the Game of Golf

By: John T. Gourville and Professor Jerry N. Conover

GolfLogix has developed a small, GPS-based device to help golfers track their play. They must decide how best to distribute these devices: 1) sell them directly to golfers through traditional retail channels; 2) sell them to courses, which would then provide them to... View Details

Keywords: Distribution Channels; Product Launch; Brands and Branding; Innovation and Invention; Measurement and Metrics

December 2017
Case

Clover Food Lab in 2016

By: Lena G. Goldberg, Sonia Smith and Sandra Bahous

Ayr Muir, founder and CEO of Clover Food Lab, has grown his restaurant chain from a single food truck to 11 thriving stores but he has no interest in running a regional chain. His ambition is to change the way America eats and his goal is national expansion. As he... View Details

Keywords: Restaurant Industry; Food; Growth Management; Strategic Planning; Brands and Branding; Marketing Strategy; Innovation and Management; Customer Satisfaction; Small Business; Expansion; Decision Choices and Conditions; Food and Beverage Industry

13 Oct 2015
Research & Ideas

Does Business Get Done the Same Way in Emerging and Developed Countries?

point when he explains how hard it is to break into mature markets, particularly if you don’t have a well-known brand or reputation. Some Turkish companies bought old brands to overcome this barrier. For... View Details

Keywords: by Sean Silverthorne

21 Jan 2009
First Look

First Look: January 21, 2009

http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=708051 UnME Jeans: Branding in Web 2.0 Harvard Business School Case 509-035 This case introduces emerging Web 2.0 social media in virtual worlds, social... View Details

Keywords: Martha Lagace

05 May 2003
What Do You Think?

Is This a Golden Era for Marketing Productivity?

we should be experiencing a resurgence of productivity in marketing, measured in terms of less waste in advertising, more clearly focused sales effort, and fewer product, service, and brand failures. However, it also raises interesting... View Details

Keywords: by James Heskett

05 Aug 2002
What Do You Think?

Is Platform Leadership Old Hat or the Wave of the Future?

In one recent case, Procter & Gamble purchased a company producing a low-cost, mass-produced disposable electric rotary toothbrush to be marketed under its famous Crest brand umbrella. As it turns out, its founders developed the... View Details

Keywords: by James Heskett

September 2018
Teaching Note

The Reputation of the 'World's Most Prestigious Award': The Nobel Prize

By: Stephen A. Greyser and Mats Urde

A comprehensive treatment of classroom use of the case on issues affecting the reputation of the Nobel Prize (9-919-401). These encompass a global outreach initiative, the variety of entities that speak for the Prizes, the impact of new high-value awards, and a... View Details

Keywords: Nobel Prize; Reputation; Brands and Branding

August 1994 (Revised May 1997)
Case

Sony Corporation: The Walkman Line

Explores how Sony manages its Walkman line in both the domestic (Japanese) and Western markets. Describes a simple target costing system, a simple Japanese cost accounting system, and the management of product proliferation. View Details

Keywords: Cost Accounting; Brands and Branding; Consumer Products Industry; Japan