Underdog Brand Building - Publications - Faculty & Research

22 Nov 2017
News

How to Build a Winning Culture on a Losing Team

anymore, and here we talk about why that's been key to his success. READ MORE Morrell: Scott, when you're leading an organization like a sports team, are there are ebbs and flows like there are in the locker room? And by that I mean like does the mood swing in the... View Details

02 Dec 2014
Blog Post

Building a Consumer-Centric Strategy: Highlights from the Marketing & CPG Club’s Conference

for female athletes around the world. Students learned how marketers are dealing with shrinking budgets and measuring the ROI of their marketing mix on the panel “A Marketer’s Reality: Building Brands on a... View Details

January 2015
Case

Monte-Carlo Weddings

By: Anat Keinan and Sandrine Crener

Monte-Carlo Weddings, established by Frank Damgaard in 2005, is the most respectable and exclusive wedding planning business in the South of France. Frank has organized the largest, most expensive and luxurious weddings in Europe, serving celebrities, CEOs, and other... View Details

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February 2006
Case

Bumble and bumble: Building a Successful Business in Beauty and Fashion

By: Nancy F. Koehn and Erica Helms

Explores the creation and subsequent rise of Bumble and bumble, a trend-setting hair-care company. Analyzes the vision and achievements of the founding entrepreneur, Michael Gordon, and charts the evolution of the company within the $230 billion global beauty industry.... View Details

Keywords: Corporate Entrepreneurship; Brands and Branding; Mergers and Acquisitions; Business Strategy; Financial Condition; Business Growth and Maturation; Success; Distribution; Beauty and Cosmetics Industry; Fashion Industry

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August 2017 (Revised December 2018)
Case

Tamarin App: Natural Language Processing

By: Srikant M. Datar and Caitlin N. Bowler

In this case, students explore the challenges of using sentiment analysis to monitor and understand public perception around a software application, Tamarin SEO App. Technical topics include building a filtering classifier using naive Bayes and sentiment analysis This... View Details

Keywords: Data Science; Branding; Data Analytics; Analytics and Data Science; Brands and Branding; Analysis; Perception; Planning

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May 2016 (Revised November 2018)
Supplement

Moleskine (B)

By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu

This case discusses the decisions and outcomes of CEO Arrigo Berni and founder Maria Sebregondi that the Moleskine (A) case laid out. View Details

Keywords: Creative Industries; Brand Building; Digital Innovation; Digital Services And Strategy; Process Improvement; Organization Change And Adaptation; Culture; Identity Construction; Growth and Development Strategy; Leadership; Organizational Change and Adaptation; Technological Innovation; Creativity; Brands and Branding; Consumer Products Industry

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March 2020 (Revised May 2020)
Case

Redefining Mogul

By: George Serafeim, Ethan Rouen and Sarah Gazzaniga

Tiffany Pham taught herself to code and created a technology platform, Mogul, with the goal of providing girls and women around the world with information and opportunities. After several years Mogul had reached more than 146 million women around the world and had... View Details

Keywords: Women; Inclusion; Technology; Branding; Social Impact; Entrepreneurship; Internet and the Web; Information; Knowledge Dissemination; Gender; Diversity; Brands and Branding; Expansion; Strategy; Media; Personal Development and Career; Technology Industry; Media and Broadcasting Industry; United States

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02 Sep 2010
News

Disputing wrongful dismissal; consumers like underdogs, too

January 2015 (Revised October 2018)
Case

Nasty Gals Do It Better

By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman

In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old.... View Details

Keywords: Business Growth; Brand Management; Online Retail; Clothing; Apparel; Expansion; Growth and Development Strategy; Brands and Branding; Management; Marketing Strategy; Strategic Planning; Social Media; E-commerce; Digital Marketing; Retail Industry; Apparel and Accessories Industry; United States

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14 May 2024
Blog Post

Creating Emerging Markets Sustainability Series - How to Build a Culture of Intrapreneurship

Creating Emerging Markets Sustainability Series – How to Build a Culture of Intrapreneurship Today, the concept of “sustainable innovation” seems commonplace and is generally accepted as a viable path balancing business growth with... View Details

09 Oct 2014
News

Americans love an underdog, and they seriously love the Royals

12 Feb 2021
News

How Dunkin’ Donuts Took Over the World

with the management team at the time, to scale back all of those businesses, focus on the diamond in the rough that we had within our midst, the Dunkin’ Donuts business, polish that up, standardize the format, standardize the menu, the configuration, pricing, focus on... View Details

Keywords: brands; leadership; management; strategy; operations; career; Food and Beverage Stores; Retail Trade

24 Apr 2023
HBS Case

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

some cases, such an approach is challenging in the cannabis industry due to advertising regulations. Does the brand have the stamina, resilience, and available capital to last in an evolving market? The fractured nature of the cannabis... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Food & Beverage

Awards

Journal of Consumer Research Best Article Award

Finalist for the 2014 Best Article Award for a Journal of Consumer Research article published in 2011 for "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography" (with Neeru Paharia, Jill Avery, and Juliet B. Schor). View Details

28 Jul 2010
News

Wrongful dismissal; consumers like underdogs, too

January 2016
Case

Sentient Jet: The Uber of Private Jets

By: Anat Keinan and Sandrine Crener

Founded in 1999 in the Boston area, Sentient Jet had become a leading private aviation company in the United States. Its success was built on the introduction of a groundbreaking membership program that offered business travelers the flexibility and convenience of... View Details

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March 2004 (Revised January 2008)
Case

Samsung Electronics Company: Global Marketing Operations

By: John A. Quelch

Samsung's global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company's worldwide brand image. To show how to build a global brand. View Details

Keywords: Global Range; Globalized Firms and Management; Brands and Branding; Reputation

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25 Aug 2022
News

Action Plan: Fired Up

friends and family in backyards all over the world. “We’re growing a global company, neighbor by neighbor,” says Andrus. How to: Build a big brand while staying close to your customers Look beyond the... View Details

Keywords: Deborah Blagg; company culture; barbecue; entertaining; food; marketing; brand

August 2021 (Revised February 2024)
Case

Perfect Diary (完美日记)

By: Shunyuan Zhang and Sunil Gupta

Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow... View Details

Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia

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