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    John D. Dionne

    John D. Dionne has been a Senior Lecturer of Business Administration at the Harvard Business School since 2014 and is a recently retired Senior Managing Director and Senior Advisor to Blackstone. He is also Managing Partner of Franconia Capital, a... View Details

    • Research Summary

    Research Questions

    By: Anita Elberse

    One overarching question drives my research: What are effective marketing strategies for managers in creative industries?

    I focus on three sub-questions:

    1. How can managers in creative industries effectively manage products and product... View Details
    • November 2017 (Revised October 2018)
    • Case

    Brandless: Disrupting Consumer Packaged Goods

    By: Jill Avery
    Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3 price point that promised an... View Details
    Keywords: Brand; Brand Management; Retailing; Retailing Industry; Private Label; Direct To Consumer Marketing; Ecommerce; Digital Marketing; Consumer Packaged Goods; Startup; Marketing; Marketing Strategy; Disruption; Food; Product Marketing; Marketing Channels; Consumer Behavior; Brands and Branding; Venture Capital; E-commerce; Consumer Products Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Retail Industry; United States; North America
    Related
    • October 2023 (Revised April 2024)
    • Case

    FARM Rio: Bringing a Brazilian Fashion Brand to the World

    By: Isamar Troncoso and Jill Avery
    FARM Rio, a twenty-six year old Brazilian fashion brand, had recently put down roots in the U.S. The brand, known for its bold, colorful, nature-inspired tropical prints, was testing the waters in Europe to assess if and how the brand should further expand globally.... View Details
    Keywords: Global Marketing; Go-to-market Strategy; Global Branding; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Growth and Development Strategy; Product Positioning; Market Entry and Exit; Distribution Channels; Expansion; Fashion Industry; Brazil; United States; Europe
    Related
    • September 2018
    • Case

    Hunley, Inc.: Casting for Growth

    By: John A. Quelch and James T. Kindley
    Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's... View Details
    Keywords: Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels
    Related
    • Research Summary

    Managers' Use of Information

    William J. Bruns, Jr. is studying (with Sharon M. McKinnon of Northeastern University) managers' use of information in day-to-day and long-term management situations. The findings of this research-that managers develop and rely more heavily on personal information... View Details
    • October 2008 (Revised October 2009)
    • Case

    Shaklee Corporation: Corporate Social Responsibility

    By: Christopher Marquis, V. Kasturi Rangan and Alison Comings
    Having bought Shaklee Corporation from Yamanouchi, Roger Barnett, its owner and CEO, wrestled with the question of how to grow the company and its reputation for environmental sustainability. In addition to preserving the "network marketing" nature of its sales channel... View Details
    Keywords: Business Model; Growth and Development Strategy; Marketing Channels; Corporate Social Responsibility and Impact; Environmental Sustainability; Reputation
    Related
    • April 2011
    • Teaching Note

    Designs by Kate: The Power of Direct Sales (Brief Case)

    By: John A. Deighton and Sarah Abbott
    Teaching Note to 4277. View Details
    Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales
    Related

      The Relevance of Broker Networks for Information Diffusion in the Stock Market

      This paper shows that the network of relationships between brokers and institutional investors shapes the information diffusion in the stock market. We exploit trade-level data to show that trades channeled through central brokers earn significantly positive... View Details
      • 11 Jan 2000
      • Research & Ideas

      Calling All Managers: How to Build a Better Call Center

      call centers, with their attendant voice response units (VRUs—also known as automated voice response systems), need not be so inefficient. When a company manages its call center well, effectively linking a triad of service, information... View Details
      Keywords: by Martha Lagace; Service; Financial Services
      • July 2003 (Revised August 2003)
      • Case

      Lamoiyan Corporation of the Philippines: Challenging Multinational Giants

      A local Philippine toothpaste manufacturer, Lamoiyan Corp., faces the challenge of staying competitive against entrenched multinational giants. The company has managed to capture, at its peak, 20% of the Philippine toothpaste market and has become the number three... View Details
      Keywords: Multinational Firms and Management; Competitive Strategy; Emerging Markets; Entrepreneurship; Consumer Products Industry; Philippines
      Related
      • January 2019 (Revised February 2024)
      • Teaching Note

      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

      By: Ayelet Israeli
      Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
      Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
      Related
      • April 1998 (Revised January 2007)
      • Case

      Arrow Electronics, Inc.

      By: Das Narayandas
      Deals with the issue of cross-selling and managing a portfolio of products and services in business markets. Arrow/Schweber (A/S), a subsidiary of electronic parts distributor Arrow Electronics, has a portfolio of products that differ in the amount of value added by... View Details
      Keywords: Distribution Channels; Internet and the Web; Problems and Challenges; Change Management; Electronics Industry
      Related
      • Teaching Interest

      The Business of Entertainment, Media, and Sports (Executive Education)

      By: Anita Elberse
      In the business of entertainment, digital technologies are dramatically disrupting the way products are developed, marketed, and distributed. As a result of this paradigm shift, entertainment executives and content producers are challenged to effectively allocate... View Details
      • March 2002 (Revised October 2005)
      • Case

      Wal-Mart in 2002

      By: David B. Yoffie and Yusi Wang
      In its first quarter of 2002, Wal-Mart became the largest company on the globe (by sales) and expanded into Japan. Was the giant retailer unstoppable? This case explores Wal-Mart's top issues in fueling top- and bottom-line growth: diversification into groceries, new... View Details
      Keywords: Diversification; Expansion; Multinational Firms and Management; Corporate Strategy; Global Strategy; Retail Industry; Japan; United States
      Related
      • March–April 2025
      • Article

      Getting Value from Digital Technologies

      By: Frank Cespedes and Georg Krentzel
      Companies need digital technologies in an omni-channel buying world where online and in-person interactions are complements, not either/or substitutes. Multi-channel hybrid sales solutions are required, but what are the key requirements for using the available... View Details
      Keywords: Sales; Technology Adoption; Competitive Advantage
      Related
      • 25 Mar 2018
      • News

      When consumer packaged goods start acting like software

      • February 2018
      • Case

      Qualtrics (A)

      By: Doug J. Chung and James M. Lattin
      Qualtrics was an online survey research platform and since the beginning, the company had relied entirely on an inside sales model—sales done remotely without face-to-face contact with clients. The low-cost inside sales model, along with an emphasis on a strong sales... View Details
      Keywords: Sales Strategy; Inside Sales Model; Sales; Strategy; Growth and Development Strategy; Organizational Change and Adaptation
      Related

        Antonio Moreno

        Antonio (Toni) Moreno is the Sicupira Family Associate Professor in the Technology and Operations Management Unit. He teaches courses related to technology and operations management in the MBA, executive, and doctoral programs. Before joining HBS, he was an... View Details

        Keywords: retailing; internet; e-commerce industry
        • November 2006 (Revised July 2007)
        • Case

        CNN and the Cable News Wars

        By: Bharat N. Anand, Rafael M. Di Tella and Dennis A. Yao
        Set in 1996, when ABC, NBC and Microsoft, and Fox all announced that they will challenge Cable News Network's near monopoly position in the 24-hour cable news channel market. The focus is on the interaction of the strategies likely to be adopted by each player given... View Details
        Keywords: Leadership; Resource Allocation; Monopoly; Rank and Position; Reputation; Adoption; Competition
        Related