Publications

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January 1991
Case

Volkswagen of America: Audi 5000 (A)

By: Stephen A. Greyser

Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Strategy; Product Launch; Auto Industry; United States

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16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

his while not feeling impoverished or threatened when someone is calling the same product hers." Global Brands Managing the Brand-Product Continuum in Global Markets Dr. Hans-Willi Schroiff and David Arnold argue that global View Details

Keywords: by Working Knowledge editors

December 2018 (Revised June 2019)
Case

Wolfgang Puck: Setting the Table for the Future

By: Boris Groysberg and Matthew G. Preble

Chef Wolfgang Puck oversees a disparate business empire that includes fine dining restaurants, a catering business, and various licensed products that run from cookware, to soup, to fast-casual restaurants. His businesses activities are divided among three separate... View Details

Keywords: Brands and Branding; Growth and Development; Management Systems; Business Processes; Leadership; Transition; Food and Beverage Industry; Consumer Products Industry

March 1995 (Revised April 1995)
Case

NIKE Inc. in the 1990s (A): New Directions

By: Robert J. Dolan

Describes the transition of Nike from 1990 to 1993 as it sees major growth opportunities in foreign markets. View Details

Keywords: Transition; Brands and Branding; Product Launch; Globalization; Opportunities

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March 1991
Teaching Note

Procter & Gamble Co. (A), Teaching Note

By: Frank V. Cespedes

Teaching Note for (9-584-047). View Details

Keywords: Advertising; Brands and Branding; Product Positioning; Product Launch; Consumer Products Industry

07 Mar 2019
Working Paper Summaries

Calculators for Women: When Identity Appeals Provoke Backlash

Keywords: by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

16 Aug 2006
Research & Ideas

Is MySpace.com Your Space?

Social networking sites such as MySpace.com are some of the most trafficked on the Web—MySpace had 46 million unique users in June and features nearly 100 million personal profiles posted by users, many of whom are in their teens and twenties. What's more, the average... View Details

Keywords: by Sean Silverthorne; Advertising; Information; Publishing

August 2008 (Revised June 2010)
Case

Concha y Toro

By: Rohit Deshpande, Gustavo A. Herrero and Ezequiel Reficco

Chile's largest wine producer faces a price versus value positioning problem. Its highest quality wines are not priced competitively at retail because "Made in Chile" connotes great value and low price. View Details

Keywords: Price; Brands and Branding; Product Positioning; Value; Food and Beverage Industry; Chile

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

Keywords: Advertising and Marketing

05 Feb 2009
Research & Ideas

In Praise of Marketing

the United States. The latest Interbrand listing of the most valuable global brands reveals seven American brands in the top ten and sixty in the top hundred, more than twice the expected numbers based on... View Details

Keywords: by John Quelch; Advertising

01 Dec 2007
News

Faculty Research Online

http://hbswk.hbs.edu/item/5652.html. How Brand China Can Succeed A series of recent setbacks, including the Mattel toy recalls, threatens China’s new and improving image, says Professor John Quelch. There is just not enough preexisting... View Details

Keywords: Arts, Entertainment; Finance; Broadcasting (except Internet); Information; Data Processing, Hosting, and Related Services; Information; Manufacturing

01 Oct 1998
News

Short Takes

studies do not exclude the possibility that cigarette advertisements in these magazines target adults, rather than youths. Second, these studies do not specifically examine advertising for the few brands that youths actually smoke. The... View Details

Keywords: Eileen K. McCluskey

01 Jun 2015
News

Ask the Expert: The Kids Are All Right

their social conscience. To them, doing good is just table stakes. Scratch has developed a proprietary methodology examining “brand love” to decode the science of brand affinity across generations. We found that millennials assume that... View Details

Career Coach

Judy Shen-Filerman

leaders. Judy brings these elements to her work with HBS students and alumni. Judy integrates her brand management, general management, executive coaching and intercultural leadership consulting work to help HBS students be their Best... View Details

Keywords: Consumer Products; Education; Entrepreneurship; Publishing / Communications / Advertising

17 Jun 2016
Op-Ed

Companies Need to Start Marketing Security to Customers

the reputation of one of the greatest global brands is sullied by a tragic alligator attack on a small child. The marketer has no greater responsibility than to ensure the safety of the consumer. So why do we not hear more about safety?... View Details

Keywords: by John A. Quelch; Entertainment & Recreation

Victor Gbolade Osibodu

Keywords: Diversified

October 1999 (Revised September 2005)
Case

Eddie Bauer, Inc.

By: David E. Bell and Ann Leamon

Eddie Bauer has decided to coordinate its merchandising strategy (price, selection) across its stores and catalog. But with e-commerce, is this still sensible? View Details

Keywords: Management; Brands and Branding; Marketing Channels; Product Positioning; Business Strategy; Internet