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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

September 2008 (Revised October 2008)
Case

Marc Abrahams: Annals of an Improbable Entrepreneur

By: Boris Groysberg and Michael Slind

Marc Abrahams was a media entrepreneur who specialized in science humor. In 2008, he sought to boost the scale and monetization potential of his business. That business, called Improbable Research, encompassed a magazine (Annals of Improbable Research), a high-profile... View Details

Keywords: Entrepreneurship; Selection and Staffing; Human Capital; Growth and Development Strategy; Brands and Branding; Personal Development and Career

Find at Harvard

October 2000 (Revised November 2005)
Case

Hilton HHonors Worldwide: Loyalty Wars

By: John A. Deighton and Stowe Shoemaker

Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in... View Details

Keywords: Customer Relationship Management; Decision Choices and Conditions; Brands and Branding; Competitive Strategy; Accommodations Industry

November 1991
Case

Magic Johnson: Endorsements ""After""...?

By: Stephen A. Greyser

On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details

Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Consumer Products Industry; Sports Industry; Entertainment and Recreation Industry

January 2021 (Revised May 2023)
Case

Pearson: Efficacy 2.0

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber

Pearson, which billed itself as the "world's learning company," faced a host of critical decisions in mid-2020. Several years prior, it had embarked on a new path that put the learner at the heart of the business and committed to a new strategic orientation. The new... View Details

Keywords: Efficacy; Learning; Outcome or Result; Measurement and Metrics; Brands and Branding; Marketing Communications; Strategic Planning; Education Industry

November 2015
Case

Wynton Marsalis & Jazz at Lincoln Center

By: Rohit Deshpandé

Under the leadership of artistic director Wynton Marsalis, Jazz at Lincoln Center (JALC) hosts performances and education events year-round for audiences in New York and across the United States. Despite the popularity of JALC's events, however, the U.S. audience for... View Details

Keywords: Nonprofit Organizations; Management; Music Entertainment; Marketing; Brands and Branding; Growth and Development Strategy; Music Industry

July 2015 (Revised April 2016)
Case

Lomography: Analog in a Digital World

By: John T. Gourville, Karol Misztal and Emer Moloney

In spite of the world's move to digital photography, in 2013 Lomography continues to design and offer analog (film) cameras to a loyal following of artistic photographers. Now it must decide whether to stick to its traditional offerings, to expand into artistic lenses... View Details

Keywords: Positioning; Product Lines; Product Line Management; Mission and Purpose; Organizational Change and Adaptation; Technological Innovation; Brands and Branding; Fine Arts Industry; Manufacturing Industry; Technology Industry

November 2009
Case

Cisco Acquires Linksys

By: David F. Hawkins

Students must suggest ways to value intangible assets, including trademarks, acquired by Cisco in the Linksys acquisition. View Details

Keywords: Accounting; Mergers and Acquisitions; Trademarks; Brands and Branding; Information Technology; Valuation; Telecommunications Industry

December 2007 (Revised October 2008)
Case

Real Madrid Club de Fútbol in 2007: Beyond the Galácticos

By: Anita Elberse and John A. Quelch

On June 17, 2007, Real Madrid sealed its first Spanish league championship under new president Ramon Calderon, ending an unprecedented title drought. Real Madrid had seen a significant growth in revenues and now was the world's biggest soccer club and among the largest... View Details

Keywords: Talent and Talent Management; Risk Management; Brands and Branding; Marketing Strategy; Sports; Sports Industry

29 Jan 2014
Research & Ideas

Super Bowl Ads for Multitaskers

a particular task-for example, announcing a semiannual sale starting the following day. The other two types of ads focus on image, building up the perception of the brand rather than exhorting a consumer to purchase. Imagery-focused ads... View Details

Keywords: by Michael Blanding; Advertising; Sports

November 2007 (Revised March 2010)
Case

Metro-Goldwyn-Mayer (MGM) and Tom Cruise

By: Anita Elberse and Peter Stone

In November 2006, Harry Sloan, chairman and CEO of Metro-Goldwyn-Mayer Inc. (MGM) offers movie star Tom Cruise and his business partner Paula Wagner a chance to run United Artists (UA), a dormant studio within MGM's portfolio. Just over two months earlier, Viacom... View Details

Keywords: Business Units; Talent and Talent Management; Film Entertainment; Brands and Branding; Partners and Partnerships; Value Creation; Motion Pictures and Video Industry

19 Jun 2012
First Look

First Look: June 19

case:http://cb.hbsp.harvard.edu/cb/product/312002-PDF-ENG EILEEN FISHER: Repositioning the Brand Anat Keinan, Jill Avery, Fiona Wilson, and Michael I. NortonHarvard Business School Case 512-085 Well-established fashion View Details

Keywords: Sean Silverthorne

April 1998
Case

Compaq, 1998

By: Steven C. Wheelwright and Matt Verlinden

In 1997, Compaq Computer Corp. had become a $25 billion powerhouse. It had accomplished its revenue growth projections, successfully made a number of strategic acquisitions, and increased its gross margins, principally by moving up market into servers, workstations,... View Details

Keywords: Mergers and Acquisitions; Transformation; Customer Relationship Management; Profit; Revenue; Growth and Development Strategy; Brands and Branding; Distribution Channels; Alliances; Customization and Personalization; Computer Industry

November 2008
Teaching Note

Crossing Borders: MTC's Journey through Africa (TN)

By: Tarun Khanna

Teaching Note for [708477]. View Details

Keywords: Growth and Development; Monopoly; Strategic Planning; Mergers and Acquisitions; Leadership; Cross-Cultural and Cross-Border Issues; Competition; Developing Countries and Economies; Brands and Branding; Culture; Telecommunications Industry; Kuwait; Africa

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

February 2014 (Revised August 2014)
Case

The Michelin Restaurant Guide: Charting a New Course

By: Mukti Khaire, Elena Corsi and Jerome Lenhardt

Created in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales... View Details

October 2012
Case

Sirtris Pharmaceuticals: Living Healthier, Longer (Abridged)

By: Toby Stuart and James Weber

Describes a set of key strategic decisions facing the scientific founder and CEO of a promising, early stage bio-pharmaceuticals company. Should the company establish a proposed alliance with a pharmaceutical firm? Should it create a nutraceuticals business in parallel... View Details

Keywords: Business Startups; Decision Choices and Conditions; Entrepreneurship; Growth and Development Strategy; Risk Management; Brands and Branding; Pharmaceutical Industry

August 2011
Supplement

John Fahey, President and CEO of National Geographic Society, In-Class Comments, 2/11/11

By: David Garvin

In January 2010, John Fahey, president, CEO, and chairman of the board of trustees' executive committee of the Washington, D.C.-based National Geographic Society (NGS), must decide how best to organize the 121-year old mission-driven organization for a world of... View Details

Keywords: Transformation; Leadership Style; Business or Company Management; Brands and Branding; Sales; Environmental Sustainability; Business Strategy; Web Sites; Publishing Industry; Washington (state, US)

July 2009
Teaching Note

TH!NK: The Norwegian Electric Car Company (TN)

By: Joseph B. Lassiter III

Teaching Note for [808070]. View Details

Keywords: Venture Capital; Market Entry and Exit; Brands and Branding; Environmental Sustainability; Product Launch; Auto Industry; Norway

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