Publications

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

Currently a Unilever brand can be found in one out of every two households in the world. This book has related how these brands came to form part of the everyday life of so many people as the world... View Details

Keywords: by Geoffrey Jones; Consumer Products

22 May 2017
Lessons from the Classroom

A Luxury Industry Veteran Teaches the Importance of Aesthetics to Budding Business Leaders

to the judges—five teams in each of the two class sessions that Brown taught this spring. Ideas included ways to revive existing luxury brands (marketing diamonds Shreve, Crump & Low to a younger audience, for example) as well as ways... View Details

Keywords: by Carmen Nobel; Beauty & Cosmetics; Apparel & Accessories; Auto; Tourism

Web

Advisory Board - Entrepreneurship

opportunities. He graduated from Kenyon College, has one daughter, and lives in Wellesley, MA. Marla Malcolm Beck (MBA 1998), Bluemercury Marla Malcolm Beck is the co-founder and CEO of Bluemercury Inc., a high-growth luxury beauty retailer and cosmetics View Details

12 May 2023
News

Alabama's Yella Fella

Photo credit: Auburn University Photo credit: Auburn University In 1970, Jimmy Rane (OPM 11, 1986) took over a tiny treated-lumber business in Abbeville, Alabama, that was hovering near bankruptcy. Its owners, Rane's in-laws, had died suddenly in a car accident. Over... View Details

Keywords: Merchant Wholesalers, Durable Goods; Wholesale Trade

12 Dec 2005
Research & Ideas

Using the Law to Strategic Advantage

protection, such as patents, trade secrets, and trademarks. A trademark offers a way to capture the brand equity of a company or a product. BusinessWeek recently calculated that the value of the Coca-Cola View Details

Keywords: by Sean Silverthorne; Legal Services

27 Sep 2016
First Look

September 27, 2016

successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le... View Details

Keywords: Sean Silverthorne

24 Aug 2017
Cold Call Podcast

Does Le Pliage Help or Hurt the Longchamp Luxury Brand?

Keywords: Re: Jill J. Avery; Fashion

W. Earl Sasser

Earl Sasser is a Baker Foundation Professor at Harvard Business School and has been a member of the faculty there since 1969. He received a B.A. in Mathematics from Duke University in 1965, an MBA from the University of North Carolina in 1967, and a Ph.D. in... View Details

June 2018 (Revised January 2019)
Case

Membership Rewards® from American Express

By: Shelle Santana, Frances X. Frei and Lauren G. Pickle

Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem “points” based on... View Details

Keywords: Financial Services; Customer Loyalty; Credit Cards; Marketing Strategy; Product Marketing; Brands and Branding; Customer Value and Value Chain; Value Creation; Financial Services Industry; Banking Industry; North America; United States

26 Sep 2011
HBS Case

HBS Cases: Lady Gaga

secret that Lady Gaga's star has continued to shine and thrive. A follow-up case, Lady Gaga (B), focuses on the release strategy for her latest album, Born This Way, and the brand partnerships that were born in the wake of her... View Details

Keywords: by Carmen Nobel; Entertainment & Recreation; Music

02 Apr 2020
What Do You Think?

What Are Lessons for Leaders from This Black Swan Crisis?

outbreaks Climate change and its ensuing environmental, economic and social disasters is the next White Swan.” JSD saw a possible motive behind the debate when he opined that, “In the corporate sector, the continuing effort to brand the... View Details

Keywords: by James Heskett

10 Jan 2023
Op-Ed

Time to Move On? Career Advice for Entrepreneurs Preparing for the Next Stage

it’s like to lead a larger team at scale. Or perhaps you were great at building a social media campaign, but want to learn more about the broader elements of marketing and brand functions. What do you wish to leave behind? Consider... View Details

Keywords: by Julia Austin

February 2001 (Revised September 2005)
Case

Howard Schultz and Starbucks Coffee Company

By: Nancy F. Koehn

Investigates the entrepreneur's strategic initiatives to develop a mass market for specialty coffee in the 1980s and 1990s. These initiatives included the development of premium products, rapid expansion of company-owned stores--each with attractive retail environments... View Details

Keywords: Entrepreneurship; Groups and Teams; Brands and Branding; Growth Management; Employee Relationship Management; Consumer Behavior; Organizational Design; Leadership Style; Customer Relationship Management; Competitive Advantage; Vertical Integration; Food and Beverage Industry

Web

Networking Events - Recruiting

Hire Talent Networking Events Hire Talent Networking Events Post your event on our recruiting platform 12twenty to effectively connect with HBS students and build brand awareness. Successful events prioritize a meaningful conversation... View Details

13 Dec 2019
Blog Post

All Is Well in Texas: How Julia Cheek Founded Her At-Home Lab Testing Startup, EverlyWell

HBS founded companies including Gilt Group and Birchbox. Julia had gone to Vanderbilt, where she majored in Economics and Psychology. When she started at HBS, she thought she would pursue a traditional corporate path, perhaps in brand... View Details

Web

Regional Winners - Alumni

fun, reliable, effective, eco-friendly personal care brand focusing on children and teenagers who have their own age-specific needs and preference. Tingting Zhong, MBA 2006, Co-founder & Co-CEO Region: Asia/Pacific Deeper Pulse Deeper... View Details

Web

Online Business Strategy Courses | HBS Online

Online vs. Other Top Business Schools with Online, Asynchronous Courses HBS Online HBSO Others Considered more impactful than other online programs by learners* Yes No The preferred brand among prospective online learners* Yes No... View Details

April 2010
Case

Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug

By: John A. Quelch and Heather Beckham

Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several... View Details

Keywords: Return On Investment; Forecasting; Pricing Policies; Demand Planning; Marketing Strategy; Price; Consumer Behavior; Investment Return; Forecasting and Prediction; Product Launch; Planning; Brands and Branding; Pharmaceutical Industry