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  • April 2020 (Revised June 2020)
  • Case

Oriental Land Co., Ltd.—Tokyo Disney Resort

By: Ramon Casadesus-Masanell and Akiko Kanno
This case describes the history of Oriental Land Co. Ltd.’s (OLC's) Tokyo Disney Resort (TDR), its operations, the extent of vertical integration, and the challenges it faced in 2018 as OLC's chairman and CEO, Toshio Kagami, contemplated how best to deal with... View Details
Keywords: Strategy For Multi-business Firm; Business Models; Growth; Theme Parks; Disney; Disney Parks; Licensing; Royalties; Two-part Tariffs; Oriental Land Co.; Tokyo Disneyland; Tokyo DisneySea; Tokyo Disney Resort; Tokyo Disney; Growth Strategy; Hotels; Hotel Industry; Partnership; Development; Attractions; Rides; Urayasu; Kagami; Congestion; Pricing; Amusement Parks; Amusement Park Industry; Brand; Branding; History; OLC; Corporate Strategy; Competitive Strategy; Business History; Price; Retention; Growth and Development; Growth and Development Strategy; Brands and Branding; Agreements and Arrangements; Contracts; Operations; Vertical Integration; Problems and Challenges; Partners and Partnerships; Business Strategy; Expansion; Rail Transportation; Transportation Networks; Accommodations Industry; Entertainment and Recreation Industry; Tourism Industry; Asia; Japan; Tokyo; United States
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  • 2014
  • Working Paper

The Nobel Prize: A 'Heritage-based' Brand-oriented Network

By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
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  • 05 May 2008
  • Research & Ideas

Connecting with Consumers Using Deep Metaphors

behind Marketing Metaphoria and how insights about deep metaphors can improve brand success. Martha Lagace: What are deep metaphors? Gerald Zaltman and Lindsay Zaltman: Deep metaphors are basic frames or View Details
Keywords: by Martha Lagace; Consumer Products
  • Research Summary

The Ownership of Deep Metaphors

By: Gerald Zaltman
Deep metaphors are basic orienting structures of human thought. They guide in subtle and overt ways how customers and managers process information about any product, service, or activity and event. It is essential for a firm to understand deep metaphors as they are... View Details
  • October 2017 (Revised August 2020)
  • Case

RB

By: Joshua Margolis, Vincent Dessain and Jerome Lenhardt
As 2016 was approaching its end, Rakesh Kapoor, CEO of RB, one of the world’s major fast moving consumer goods (FMCG) companies, envisioned the prospect of a major acquisition that would add a line of health-related products that promised growth in the developing... View Details
Keywords: Organization Behavior; Corporate Culture; Mergers ＆ Acquisitions; Growth; Geographic Development; Mergers and Acquisitions; Organizational Change and Adaptation; Organizational Culture; Growth and Development Strategy; France
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  • April 2005 (Revised November 2008)
  • Case

Banco Real: Banking on Sustainability

By: Rosabeth M. Kanter and Ricardo Reisen de Pinho
ABN AMRO REAL made corporate social responsibility central to its brand, adding to customer focus and reflecting its values. Leaders developed the Bank of Value theme and implemented it through activities such as microfinance in poor communities, environmentally... View Details
Keywords: Brands and Branding; Corporate Social Responsibility and Impact; Competitive Strategy; Competitive Advantage
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  • 02 Jun 2010
  • First Look

First Look: June 2

unethical. In four experiments, participants wore purportedly fake or authentically branded sunglasses. Those wearing fake sunglasses cheated more across multiple tasks than did participants wearing authentic sunglasses, both when they... View Details
Keywords: Martha Lagace
  • 22 Nov 2011
  • First Look

First Look: November 22

not to undertake a branding initiative. Founded in 1802, West Point has played a key role in America's history. It is one of the nation's oldest institutions of higher learning and is well known for producing prominent military,... View Details
Keywords: Sean Silverthorne
  • 18 Dec 2018
  • First Look

New Research and Ideas, December 18, 2018

learning capabilities intertwine with managerial cognitive capabilities to support the processes of sensing, seizing, and reconfiguring. We draw from the literature on team learning to develop four categories based on the orientation... View Details
Keywords: Dina Gerdeman
  • 20 May 2008
  • First Look

First Look: May 20, 2008

Aakash's strength, and Patel has read that a strong finance person can help position a company for success. The company has recently experienced significant growth due to a new program of branded oils, and Patel is worried that the... View Details
Keywords: Martha Lagace
  • 22 Sep 2009
  • First Look

First Look: September 22

president and CEO, Margaret Clark, was contemplating the launch of a new, lip-plumping product called "Four Carat Pout." Clark faced many decisions concerning the launch: marketing the product as a luxury brand or a retail item;... View Details
Keywords: Martha Lagace
  • 05 Feb 2013
  • First Look

First Look: Feb. 5

their subsequent career choices. Early work experiences are key among these forces. Recognizing this, youth service programs have emerged worldwide with the hope of shaping participants' future trajectories through boosting future engagement in civically View Details
Keywords: Sean Silverthorne
  • 12 Sep 2023
  • What Do You Think?

Who Gets the Loudest Voice in DEI Decisions?

medium-sized, for-profit retailing organization. You have been asked to approve changes to the company’s orientation program that probably would not have crossed your desk several years ago. Your human resources group has proposed changes... View Details
Keywords: by James Heskett
  • 27 Oct 2002
  • Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

service lines, market segments, and competitive positioning. Marketing did the thinking, managed the brand and consumer franchise in consumer goods companies, and provided support to the sales force. In this simpler world, sales did the... View Details
Keywords: by Benson Shapiro
  • 24 Jul 2000
  • Research & Ideas

Global Brands: Connecting With Consumers Across Boundaries

What's in a name? Plenty if you're a consumer marketer trying to build a brand. "They are road signs that help people find orientation in the jungle of supply", said Hans G. Gueldenberg, CEO of Nestlé Deutschland AG. According... View Details
Keywords: by James E. Aisner
  • 16 Mar 2020
  • Research & Ideas

How the Coronavirus Is Already Rewriting the Future of Business

consumer brands that rely on traditional retailing for the bulk of their sales—have already been demonstrably affected. So will industries that revolve around large gatherings, such as many forms of popular entertainment—sports, cinema,... View Details
Keywords: by Dina Gerdeman
  • 21 Apr 2021
  • Research & Ideas

The Pandemic Conversations That Leaders Need to Have Now

as brand ambassadors, thought leaders, and storytellers. During a time of widespread unemployment and economic uncertainty, the people who have jobs are talking a lot about how their companies are handling the crisis and the transition to... View Details
Keywords: by Boris Groysberg, Robin Abrahams, and Katherine Connolly Baden
  • 05 Jan 2009
  • Research & Ideas

Most Popular Articles and Working Papers 2008

are not entirely mysterious. In fact, marketers of successful brands regularly draw on a rich assortment of insights excavated from research into basic frames or orientations we have toward the world around... View Details
Keywords: by Staff
  • 27 Mar 2007
  • First Look

First Look: March 27, 2007

imminent new product and pricing plans, as well as its existing brand power, could greatly hamper AMD's growth and thwart its new initiatives—which included opening up its architecture for end users to customize and recast its View Details
Keywords: Martha Lagace
  • 19 Jul 2011
  • First Look

First Look: July 19

resulting from the liberalization of the Turkish economy. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/811081-PDF-ENG Oriental Fortune Capital: Building a Better Stock Exchange Josh Lerner and Keith Chi-ho WongHarvard Business... View Details
Keywords: Sean Silverthorne

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