Publications

December 1999 (Revised October 2001)
Case

Introducing New Coke

On April 23, 1985, the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of... View Details

Keywords: Failure; Product Development; Brands and Branding; Manufacturing Industry; Food and Beverage Industry

14 May 2009
Working Paper Summaries

Quantity vs. Quality and Exclusion by Two-Sided Platforms

Keywords: by Andrei Hagiu; Video Game; Web Services

February 2010
Background Note

Food Retail: Trends and Implications

By: Rajiv Lal and Natalie Kindred

Keywords: Brands and Branding; Supply and Industry

August 1994 (Revised July 1995)
Case

Astra Sports, Inc. (A)

By: John A. Quelch

Astra executives meet to discuss how to counteract the appearance of Korean-made counterfeit athletic shoes in Europe, Asia, and Latin America. View Details

Keywords: Brands and Branding; Strategy; Crime and Corruption; Manufacturing Industry; Apparel and Accessories Industry; Sports Industry; North Korea; Latin America; South Korea; Asia; Europe

January 2011
Supplement

Interview with John Smith, CEO, BBC Worldwide

By: John A. Quelch

In an interview conducted by Professor John Quelch, Harvard Business School, October, 2007, BBC Worldwide CEO, John Smith, discusses formation of BBC Worldwide's Global Strategy Plans. View Details

Keywords: Brands and Branding; Global Strategy; Media and Broadcasting Industry

1976
Book

Interbrand Choice, Strategy and Bilateral Market Power

By: M. E. Porter

Keywords: Marketing Strategy; Brands and Branding

Find at Harvard

01 Jun 2007
News

Uncorked

an advertisement for perfume.” In 1972, E. & J. Gallo Winery called out of the blue and invited McClelland to its Modesto headquarters to manage its network television purchases. Eventually becoming the family company’s first female vice president and media maven, she... View Details

Keywords: sanitary napkins; Advertising, Public Relations, and Related Services; Professional Services

Ricardo Claro

Keywords: Shipping

Video

Dr. Silvia Gold

Dr. Silvia Gold, President of the Mundo Sano Foundation and co-founder of Grupo Insud, explains how patent expiration is important for innovation, recounting that her company has always won against large Western pharmaceutical companies that have sought legal action... View Details

August 2016
Supplement

HEINEKEN—Brewing a Better World (B)

By: Forest L. Reinhardt, José Alvarez and Tonia Junker

This is a follow-up to the “HEINEKEN—Brewing a Better World (A)” case, with updated information on sustainability at HEINEKEN and some new initiatives. View Details

Keywords: Brands and Branding; Corporate Strategy; Supply Chain Management; Food and Beverage Industry

08 Jan 2020
Video

Prithvi Raj Singh Oberoi

P.R.S. Oberoi, Chair of the Indian-based luxury hotel and tourism company EIH, discusses the importance of high quality service in his industry.

View Details

25 May 2021
Panel Discussion

Understanding the Moment

By: Lynn S. Paine, Walter Robb, H. W. Brands and Suzanne Vautrinot

How can we put recent developments in American history, and recent trends in thinking about the responsibilities of business, into perspective? What is the role of the corporation in supporting democracy and civil society? Our panelists—Lynn S. Paine, Walter Robb, H.... View Details

Keywords: Corporate Social Responsibility and Impact; Civil Society or Community

May 1990 (Revised October 1991)
Case

Black & Decker Corp.: Spacemaker Plus Coffeemaker (B)

Describes the highly successful recall of the Black & Decker Spacemaker Plus Coffeemaker. Objectives include: 1) factors in product recall effectiveness and success, 2) the use of direct marketing in product recall, 3) the role of public relations in product recall,... View Details

Keywords: Safety; Brands and Branding; Product Marketing; Consumer Products Industry

October 2002 (Revised June 2005)
Case

McDonald's Corporation (Abridged)

McDonald's has over many years built an operating strategy based on consistency and quality through a limited product range. Competitive forces have drawn the company into a much wider variety of foods and services to maintain growth. Now, new competitors threaten to... View Details

Keywords: Risk Management; Competition; Brands and Branding; Growth and Development Strategy; Retail Industry; Food and Beverage Industry

September 1992 (Revised January 1993)
Case

Courtyard by Marriott

By: James L. Heskett and Roger H. Hallowell

Courtyard by Marriott, a chain of modestly priced hotels, weighs its future options regarding human resources, its service delivery system, and management structure. Fairfield Inn, another Marriott product, is discussed for contrast. View Details

Keywords: Human Resources; Service Operations; Brands and Branding; Management Systems; Decision Making; Service Industry; Accommodations Industry

September 1984 (Revised February 1989)
Case

Benetton (A)

By: James L. Heskett

The world's largest manufacturer of woolen outerwear garments seeks to extend its retailing network to the United States from its base in Europe. A number of issues concerning marketing, manufacturing, and logistics strategy are raised by the proposed move along with... View Details

Keywords: Logistics; Brands and Branding; Networks; Production; Marketing Strategy; Globalization; Apparel and Accessories Industry; United States; Europe