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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

Career Coach

Lauren Murphy

responsibility at the Proctor & Gamble company where she was a Brand Manager and a Regional Marketing Manager. She began her business career in the buying office as an Area Manager at Macy's Stores (formerly Joske's of Houston). Work... View Details

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

01 Sep 2017
News

3-Minute Briefing: Jeetendr Sehdev (MBA 2004)

selfies incredibly meaningful and empowering. We need that compassion and emotional understanding to create brands that connect. Brands today are looking to develop fanatics. Being careful or silent as a... View Details

Keywords: Julia Hanna; News, Library, Internet, and Other Services; Information

August 2022
Background Note

Retail Media Networks

By: Eva Ascarza, Ayelet Israeli and Celine Chammas

In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their... View Details

April 2013
Case

The Walt Disney Company: The Entertainment King (Abridged)

By: Michael G. Rukstad and David J. Collis

The first ten pages of this case are comprised of the company's history, from 1923 to 2001. The Walt years are described, as is the company's decline after his death and its resurgence under Eisner. The last five pages are devoted to Eisner's strategic challenges in... View Details

Keywords: Competitive Advantage; Vertical Integration; Corporate Strategy; Boundaries; Brands and Branding; Entertainment and Recreation Industry

October 1998 (Revised November 2001)
Case

Boston Beer Company: Light Beer Decision

By: Linda A. Cyr, Joseph B. Lassiter III and Michael J. Roberts

Boston Beer's current light-beer offering, Boston Lightship, has not been successful, and a student team is charged with investigating the problem and recommending a strategy. Highlights issues around branding, target customer selection, and cannibalization, and... View Details

Keywords: Problems and Challenges; Brands and Branding; Customers; Growth and Development Strategy; Marketing Strategy; Entrepreneurship; Food and Beverage Industry; Boston

December 1992
Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry

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Profile

Tessa Vacher-Desvernais

literature, languages, and creative arts. When Tessa completed her master’s degree at the ESSEC Graduate Business School, she began her career with another hybrid: luxury brands eager to embrace modernity. She was selected for a... View Details

Keywords: Retail/Hospitality; Financial Services

Eva Muraya

Keywords: Advertising and Marketing

02 Jul 2024
News

The Beauty Guide

Courtesy Michelle Freyre When Michelle Freyre (MBA 1997) was a brand manager at Neutrogena, Michael McNamara, global president of the beauty brand at the time, asked what she wanted to do with her career.... View Details

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

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