Publications

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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

September 2020
Supplement

Commonwealth Joe: January 2020 Update from CEO Robert Peck

By: Alexander J. MacKay

At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they... View Details

Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry

28 Jun 2018
Cold Call Podcast

L.A. Philharmonic Shows the American Symphony Orchestra Isn’t Dead Yet

Keywords: Re: Rohit Deshpande; Entertainment & Recreation; Fine Arts

September 2002 (Revised January 2003)
Case

A-Rod: Signing the Best Player in Baseball

By: Randolph B. Cohen

This case analyzes a large investment decision considered by the Texas Rangers in 2000: whether to spend $252 million for the services of shortstop Alex Rodriguez. The signing was probably the most controversial sports contract of the past decade. View Details

Keywords: Selection and Staffing; Investment; Sports; Brands and Branding; Sports Industry

March 1995
Supplement

The Black & Decker Corporation (C): "Operation Sudden Impact" Results, 1992-94

By: Robert J. Dolan

Describes the initial results of Black & Decker's strategy in the United States. View Details

Keywords: Brands and Branding; Product Positioning; Competition; Globalization; Construction Industry; Consumer Products Industry; United States

Keywords: Food Production

Article

When the Name Is the Game

By: Marco Bertini, John Gourville and Elie Ofek

In Romeo and Juliet, the fair maiden asks, "What's in a name?" When it comes to marketing next-generation products for the global marketplace, we have done extensive research and found that names can play an enormous role in a product's success. View Details

Keywords: Next-generation Products; Product Development; Brands and Branding; Marketing; Global Range

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Keywords: Petroleum, Forestry, and Fishing

Video

Dr. Laura Catena

Dr. Laura Catena, Managing Director of Bodega Catena Zapata, traces the history of her family winery from humble beginnings to their decision in the 1990s to target the French wine industry and establish Argentine wine as amongst the best in the world. View Details

February 2022
Case

Launching the Social

By: Tom Eisenmann, Lindsay N. Hyde and Tom Quinn

This case features the same protagonists as Ample Hills Creamery (HBS No. 822-073), and can be used as a continuation of that story.
Ample Hills Creamery started in 2010 as a temporary ice cream pushcart in Brooklyn, New York City. On the strength of inventive... View Details

Keywords: Entrepreneurship; Small Business; Brands and Branding; Partners and Partnerships; Expansion

January 2006 (Revised December 2006)
Case

Toyota Motor Corporation: Launching Prius

By: Forest L. Reinhardt, Dennis A. Yao and Masako Egawa

In 1995, Hiroshi Okuda, president of Toyota Motor Corp., considers whether to push for a more aggressive launch of the Toyota Prius--an automobile that incorporates Toyota's new and technically advanced hybrid power train. This launch decision allows discussion of the... View Details

Keywords: Environmental Sustainability; Product Launch; Transportation; Brands and Branding; Manufacturing Industry; Green Technology Industry; Auto Industry; Japan

April 2004
Teaching Note

Marks & Spencer: The Phoenix Rises (Multi-Media Case)

By: Joseph L. Bower

Teaching Note to (9-304-034). View Details

Keywords: Corporate Strategy; Brands and Branding; Perspective; Segmentation; Management Teams

November 2003
Supplement

P&G Japan: The SK-II Globalization Project

By: Christopher A. Bartlett

Paolo de Cesare and A.G. Lafley review the strategic and organizational challenges they face in deciding whether to make the prestigious Japanese beauty product, SK-II, a global brand. In a three-part videotaped interview, they discuss the challenges, reveal the... View Details

Keywords: Globalization; Brands and Branding; Organizational Structure; Strategy; Decision Choices and Conditions; Beauty and Cosmetics Industry; Consumer Products Industry; Japan

September 1981 (Revised September 1986)
Case

Steinway & Sons

By: David A. Garvin

Considers whether Steinway should reintroduce a long-discontinued product line to meet competition from the Japanese. Raises the issue of just how quality is defined in this market. Looks closely at a production process relying on craft skills. Students have the... View Details

Keywords: Experience and Expertise; Brands and Branding; Production; Quality; Competition

March 1995
Supplement

The Black & Decker Corporation (D): DeWalt Opportunities in Europe and Japan

By: Robert J. Dolan

Describes Black & Decker's challenges in international markets, particularly in Europe and Japan. View Details

Keywords: Brands and Branding; Product Positioning; Competition; Globalization; Problems and Challenges; Construction Industry; Consumer Products Industry; Japan; Europe

May 2024 (Revised February 2025)
Case

Lowe's: Improving the Total Home Strategy

By: Elie Ofek, K. Shelette Stewart and Alicia Dadlani

In 2023, Marvin Ellison, CEO of Lowe’s, contemplated enhancements to the company’s Total Home Strategy to accelerate performance and grow market share. In the last five years since becoming CEO, Ellison had championed a turnaround of the company, completing a... View Details

Keywords: Growth and Development Strategy; E-commerce; Competition; Brands and Branding; Business Strategy; Retail Industry; United States; North Carolina