Publications

February 1977 (Revised December 1985)
Case

Deere & Co.: Industrial Equipment Operations

By: Benson P. Shapiro

Describes the pricing of Deere's crawler tractors used in a variety of construction and industrial applications. Includes a strategic, multimillion-dollar move into the large bulldozer market as well as the pricing of tractors, accessories, and parts. View Details

Keywords: Machinery and Machining; Price; Brands and Branding; Market Entry and Exit; Manufacturing Industry; Agriculture and Agribusiness Industry; Construction Industry; United States

February 2012 (Revised August 2013)
Case

What's the Deal with LivingSocial?

By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini

Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details

Keywords: Marketing; Innovation and Invention; Advertising; Brands and Branding; Management; Web Services Industry

July 2003
Case

CARE USA

By: John A. Quelch

CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Includes color exhibits. View Details

Keywords: Nonprofit Organizations; Marketing Communications; Brands and Branding; United States

November 1999 (Revised July 2000)
Case

Roly International: Consumer Licensed Products in China

In this case Roly International, the largest Disney apparel licensee in China, considers how to adapt their distribution channel strategy to the downturn in the Chinese market. View Details

Keywords: Emerging Markets; Distribution Channels; Brands and Branding; Apparel and Accessories Industry; China

05 Jul 2016
Working Paper Summaries

The Impact of Campus Scandals on College Applications

Keywords: by Michael Luca, Patrick Rooney, and Jonathan Smith; Education

October 2023
Case

To Fizzle Out or Heat Up? PepsiCo and Coca-Cola’s SodaStream and Costa Coffee Acquisitions

By: David Collis and Haisley Wert

U.S. beverage giants PepsiCo and Coca-Cola shared many similarities by August 2018—both were founded by pharmacists in the 1890s, grew to offer hundreds of drink brands, and championed rival flagship products that drove loyalists into taste-testing wars. That month,... View Details

Keywords: Corporate Strategy; Acquisition; Diversification; Expansion; Brands and Branding; Food and Beverage Industry

March 2011 (Revised March 2021)
Teaching Note

Terror at the Taj Bombay: Customer-Centric Leadership

By: Rohit Deshpande

Teaching Note for 511703. View Details

Keywords: Safety; Organizations; Crisis Management; Customer Focus and Relationships; Brands and Branding

October 2010 (Revised January 2011)
Case

Toyota Recalls (A): Hitting the Skids

By: John A. Quelch, Carin-Isabel Knoop and Ryan Johnson

In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While... View Details

Keywords: Communication Strategy; Crisis Management; Brands and Branding; Quality; Public Opinion; Auto Industry; Japan; United States

August 2008
Supplement

Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch

By: John A. Quelch

Professor John Quelch interviewed Lenovo CMO, Deepak Advani, regarding Lenovo's buy-out of IBM's personal computer business, and Lenovo's marketing strategy leading up to the 2008 Summer Olympics in Beijing, China. View Details

Keywords: Advertising; Leveraged Buyouts; Brands and Branding; Marketing Strategy; Hardware; Computer Industry; China

18 Nov 2019
Video

Adi Godrej

Adi Godrej, Chair of the India-based consumer products Godrej Group, describes the difficulties... View Details

01 Jun 2012
News

Straight to the Heart

that lays out what I charge and each party’s responsibilities. If someone doesn’t honor that, goodbye and good luck. I don’t want their money. Your book emphasizes the importance of marketing tactics in finding a mate, including the need for a personal brand. A... View Details

Keywords: Julia Hanna; marriage; social media; matchmaking; Personal Services

27 May 2008
Sharpening Your Skills

Sharpening Your Skills: Thinking About Global

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions To Be Answered Are global brands effective? How should I think about strategy in a flat... View Details

March 1995 (Revised June 1995)
Supplement

The Black & Decker Corporation (B): "Operation Sudden Impact"

By: Robert J. Dolan

Describes Black & Decker's strategy for the tradesmen market. View Details

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

September 1981 (Revised April 1984)
Case

Great American Knitting Mills: Gold Toe Socks

Gold Toe has an exclusive distribution policy. Its men's socks are sold only through one department store per city. Executives are trying to decide whether, and how, to widen distribution and to determine what impact broader distribution would have on the nature of the... View Details

Keywords: Competitive Strategy; Distribution Channels; Brands and Branding; Manufacturing Industry; Apparel and Accessories Industry; United States

Video

Brinda Somaya

Brinda Somaya, founder and principal architect of Somaya and Kalappa Consultants, discusses the diversity of her portfolio and the factors that earned her a reputation in the architectural space. View Details

Video

Dr. R.S. Sodhi

Dr. R.S. Sodhi, former Managing Director of GCMMF (Amul), discusses the organization's strategies to build a unique reputation with both farmers and consumers. View Details

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