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    • All HBS Web  (1,746)
      • Faculty Publications  (207)

      Consumer GoodsRemove Consumer Goods →

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      • October 2003 (Revised February 2004)
      • Case

      Cape Wind

      By: John T. Gourville and Kerry Herman
      Cape Wind has proposed placing a 170-tower wind farm, with each tower more than 400-feet tall, in Nantucket Sound. Not surprisingly, public reaction is mixed. Some view the wind farm as clean, renewable energy. Others view it as an eyesore and a desecration of a valued... View Details
      Keywords: Change Management; Renewable Energy; Consumer Behavior; Problems and Challenges; Natural Environment; Behavior; United States
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      Gourville, John T., and Kerry Herman. "Cape Wind." Harvard Business School Case 504-055, October 2003. (Revised February 2004.)
      • September 2003 (Revised January 2004)
      • Case

      Alessi: Evolution of an Italian Design Factory (A)

      By: Youngme E. Moon, Vincent Dessain and Anders Sjoman
      Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. By describing the challenges facing Alessi, an internationally acclaimed... View Details
      Keywords: Family Business; Transition; Cost Management; Brands and Branding; Product Positioning; Distribution; Production; Problems and Challenges; Networks; Consumer Products Industry
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      Moon, Youngme E., Vincent Dessain, and Anders Sjoman. "Alessi: Evolution of an Italian Design Factory (A)." Harvard Business School Case 504-018, September 2003. (Revised January 2004.)
      • September 2003 (Revised February 2004)
      • Case

      Alessi: Evolution of an Italian Design Factory (B)

      By: Youngme E. Moon, Vincent Dessain and Anders Sjoman
      Since the 1970s, world-renowned architect and designer, Alessandro Mendini, has acted as adviser and counselor to Alessi, the Italian household goods design factory. By discussing Mendini's role as art director, the case introduces the artistic side of Alessi, where... View Details
      Keywords: Design; Corporate Entrepreneurship; Leadership Style; Business or Company Management; Goals and Objectives; Consumer Products Industry; Italy
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      Moon, Youngme E., Vincent Dessain, and Anders Sjoman. "Alessi: Evolution of an Italian Design Factory (B)." Harvard Business School Case 504-019, September 2003. (Revised February 2004.)
      • Article

      Control, Performance, and Knowledge Transfers in Large Multinationals: Unilever in the United States, 1945-1980

      By: G. Jones
      This article considers key issues relating to the organization and performance of large multinational firms in the post-Second World War period. Although foreign direct investment is defined by ownership and control, in practice the nature of that "control" is far from... View Details
      Keywords: Multinational Firms and Management; Governance Controls; Performance; Business or Company Management; Ownership; Consumer Products Industry; Consumer Products Industry; United States
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      Jones, G. "Control, Performance, and Knowledge Transfers in Large Multinationals: Unilever in the United States, 1945-1980." Business History Review 76, no. 3 (Fall 2002): 435–478.
      • December 2001
      • Case

      Natural Pork Production

      By: Ray A. Goldberg and James M Beagle
      An entrepreneurial hog farmer's creative use of contracts and capital structure drives very successful growth and returns in a depressed commodity industry. View Details
      Keywords: Entrepreneurship; Capital Structure; Futures and Commodity Futures; Credit Derivatives and Swaps; Goods and Commodities; Knowledge Use and Leverage; Contracts; Success; Consumer Products Industry
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      Goldberg, Ray A., and James M Beagle. "Natural Pork Production." Harvard Business School Case 902-413, December 2001.
      • 2001
      • Book

      Giants of Enterprise: Seven Business Innovators and the Empires They Built

      By: R. S. Tedlow
      From the table of contents: Andrew Carnegie: From Rags to Richest; George Eastman and the creation of a mass market; Henry Ford: The Profits and the Price of Primitivism; Thomas J. Watson Sr. and American salesmanship; Charles Revson and Revlon: Consumer Packaged Goods... View Details
      Keywords: Business History
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      Tedlow, R. S. Giants of Enterprise: Seven Business Innovators and the Empires They Built. New York, NY: Harper Business, 2001. (Selected as one of the 10 best business books of the year 2001 by Business Week. It has also been translated into 7 languages, including Chinese (complex characters), Chinese (simplified characters), Indonesian, Hungarian, Korean, Portuguese (Brazil) and Russian.)
      • February 1999 (Revised May 1999)
      • Case

      Onsale, Inc.

      By: Youngme E. Moon
      Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other... View Details
      Keywords: Business Model; Transformation; Customers; Brands and Branding; Auctions; Network Effects; Strategic Planning; Competitive Strategy; Internet and the Web; Retail Industry
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      Moon, Youngme E. "Onsale, Inc." Harvard Business School Case 599-091, February 1999. (Revised May 1999.)
      • November 1998 (Revised October 2003)
      • Case

      Mike Winsor: A Career in Marketing

      By: Robert J. Dolan
      An MBA student has received an offer to join Kraft Foods, a leading consumer packaged goods firm. This unit is a wholly owned subsidiary of a holding company whose other major subsidiary is a leading cigarette manufacturer. The case raises ethical issues of marketing. View Details
      Keywords: Marketing; Ethics
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      Dolan, Robert J. "Mike Winsor: A Career in Marketing." Harvard Business School Case 599-065, November 1998. (Revised October 2003.)
      • September 1997 (Revised September 1997)
      • Case

      Koc Holding: Arcelik White Goods

      By: John A. Quelch
      Management is considering its options for future international expansion. Koc is the dominant supplier of white goods (kitchen appliances) in Turkey and has been increasing its export efforts. As lower import tariffs invite foreign competitors to enter Turkey, Koc must... View Details
      Keywords: Expansion; Multinational Firms and Management; Emerging Markets; Consumer Products Industry; Consumer Products Industry; Turkey
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      Quelch, John A., and Robin Root. "Koc Holding: Arcelik White Goods." Harvard Business School Case 598-033, September 1997. (Revised September 1997.)
      • February 1996
      • Case

      Chadwick, Inc.: The Balanced Scorecard (Abridged)

      By: Robert S. Kaplan
      The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten years to bring a new product to the marketplace and the division depends on good relations and active feedback from its... View Details
      Keywords: Balanced Scorecard; Research and Development; Product Launch; Commercialization; Consumer Behavior; Customer Focus and Relationships; Performance Evaluation; Pharmaceutical Industry
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      Kaplan, Robert S. "Chadwick, Inc.: The Balanced Scorecard (Abridged)." Harvard Business School Case 196-124, February 1996.
      • December 1995
      • Article

      Retail Competition in the Fast Moving Consumer Goods Industry: The Case of France and the U.K.

      By: R. Lal, M. Corstjens and J. Corstjens
      Keywords: Competition; Goods and Commodities; Consumer Products Industry; France; United Kingdom
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      Lal, R., M. Corstjens, and J. Corstjens. "Retail Competition in the Fast Moving Consumer Goods Industry: The Case of France and the U.K." European Management Journal (December 1995).
      • November 1992 (Revised June 1994)
      • Case

      Packaged Products Company: Handy-Pak Introduction

      By: Frank V. Cespedes and Laura Goode
      The product manager and the market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support... View Details
      Keywords: Price; Marketing; Marketing Channels; Product Launch; Distribution; Planning; Research and Development; Sales; Salesforce Management; Alignment; Consumer Products Industry; Consumer Products Industry
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      Cespedes, Frank V., and Laura Goode. "Packaged Products Company: Handy-Pak Introduction." Harvard Business School Case 593-057, November 1992. (Revised June 1994.)
      • September 1992 (Revised July 1994)
      • Case

      MEM Company, Inc.: English Leather

      By: Frank V. Cespedes and Laura Goode
      In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must consider the context of strategic decisions... View Details
      Keywords: Change Management; Decision Choices and Conditions; Brands and Branding; Product Positioning; Consumer Behavior; Distribution Channels; Business Strategy; Consumer Products Industry
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      Cespedes, Frank V., and Laura Goode. "MEM Company, Inc.: English Leather." Harvard Business School Case 593-035, September 1992. (Revised July 1994.)
      • March 1992
      • Background Note

      Researching and Monitoring Consumer Markets

      By: Robert J. Dolan
      Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. View Details
      Keywords: Demand and Consumers; Product Marketing; Product Development; Research
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      Dolan, Robert J. "Researching and Monitoring Consumer Markets." Harvard Business School Background Note 592-088, March 1992.
      • 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; Consumer Products Industry; Consumer Products Industry
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      Greyser, Stephen A. Magic Johnson: Endorsements ""After""...? Harvard Business School Case 592-057, November 1991.
      • November 1989
      • Case

      CPC International: The Shift from Corn Refining to Consumer Goods

      By: Ray A. Goldberg
      Keywords: Marketing
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      Goldberg, Ray A. "CPC International: The Shift from Corn Refining to Consumer Goods." Harvard Business School Case 590-064, November 1989.
      • August 1988
      • Background Note

      Note on Consumer Goods Marketing--1988

      By: John A. Quelch
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      Quelch, John A. "Note on Consumer Goods Marketing--1988." Harvard Business School Background Note 589-024, August 1988.
      • May 1988 (Revised March 1990)
      • Case

      Matsushita Electric Industrial (MEI) in 1987

      By: Christopher A. Bartlett and Sumantra Ghoshal
      Describes the development of Matsushita's international operations and the building of its dominant competitive position in the consumer electronics industry. Picks up the major challenges facing the company in 1987 as both its product focus and geographic posture are... View Details
      Keywords: Global Strategy; Goods and Commodities; Product Positioning; Problems and Challenges; Business Strategy; Competitive Strategy; Value; Electronics Industry
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      Bartlett, Christopher A., and Sumantra Ghoshal. "Matsushita Electric Industrial (MEI) in 1987." Harvard Business School Case 388-144, May 1988. (Revised March 1990.)
      • 1985
      • Working Paper

      Sequential Innovation and Market Structure

      By: Jerry R. Green and Jean-Jacques Laffont
      This paper concerns the introduction of a sequence of new, higher-quality durable products in a market in which there already exists a lower-quality substitute. The product has the further attribute that a real resource cost is incurred at the time a higher-quality... View Details
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      Green, Jerry R., and Jean-Jacques Laffont. "Sequential Innovation and Market Structure." Harvard Institute of Economic Research Discussion Paper, No. 1185, October 1985.
      • September 1984 (Revised December 1992)
      • Case

      Federated Industries (A)

      By: Robert J. Dolan
      The market leader in an overcapacity industry with a commodity product is trying to restore industry price levels. Price cutting has hurt overall industry price levels and the leader must determine whether (and how) to bring up price levels or exit the market. View Details
      Keywords: Supply and Industry; Market Entry and Exit; Price; Goods and Commodities; Competition; Consumer Products Industry; United States
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      Dolan, Robert J. "Federated Industries (A)." Harvard Business School Case 585-104, September 1984. (Revised December 1992.)
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