Publications

April 2005 (Revised November 2008)
Case

Banco Real: Banking on Sustainability

By: Rosabeth M. Kanter and Ricardo Reisen de Pinho

ABN AMRO REAL made corporate social responsibility central to its brand, adding to customer focus and reflecting its values. Leaders developed the Bank of Value theme and implemented it through activities such as microfinance in poor communities, environmentally... View Details

Keywords: Brands and Branding; Corporate Social Responsibility and Impact; Competitive Strategy; Competitive Advantage

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

Career Coach

Connie Walsh

team for $5B Staples Brands Group at Staples, Inc. She was responsible for marketing & developing product lines and brands across retail, contract, online and catalogue businesses and for the packaging... View Details

Keywords: Consumer Products; Retail; Social Enterprise; Technology

November 2005 (Revised July 2007)
Case

Pine Ridge Winery, LLC (A)

By: Joseph B. Lassiter III and Lauren Barley

George Scheppler, president and CEO of Pine Ridge Winery, LLC, (the "Company") sat in his office overlooking the steep hillside vineyards of the Pine Ridge Winery in Napa Valley. It was June 2005, and he was preparing for the upcoming board of managers meeting where he... View Details

Keywords: Governing and Advisory Boards; Brands and Branding; Product Positioning; Corporate Strategy; Napa Valley

September 2000
Case

Intellectual Property Exchange (A), The

By: Lynda M. Applegate and Gavin Clarkson

As the marketplace for intellectual assets explodes, the mechanisms for liquidity and exchange have not kept pace. Bryan Benoit, partner at PricewaterhouseCoopers (PwC), believes that he has a solution. Working initially with a shoestring development budget, he has... View Details

Keywords: Global Strategy; Intellectual Property; Knowledge Management; Brands and Branding; Problems and Challenges; Networks; Internet

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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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01 Jun 2008
News

Toy Story

In 2005, a year after the venerable toy retailer FAO Schwartz emerged from bankruptcy, Ed Schmults (MBA ’89) became its CEO. “The company was relying on its glorious past but was without a clear brand direction,” Schmults explained to the... View Details

Keywords: toys; Retail Trade

March 2012
Case

Angry Birds

By: Sunil Gupta and Dharmishta Rood

Within months of its launch in December 2009, Angry Birds, a mobile game created by a small Finnish company, Rovio Entertainment Ltd., became an international hit. By late 2011, Rovio was not only making Angry Birds games for the iPhone, Android and other mobile... View Details

Keywords: Brands and Branding; Marketing Strategy; Diversification; Expansion; Video Game Industry; Finland

April 2007 (Revised June 2008)
Background Note

AmorePacific

By: Elie Ofek and Kerry Herman

Describes the dominant firm in the Korean cosmetics market up to the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market... View Details

Keywords: History; Competition; Distribution Channels; Brands and Branding; Beauty and Cosmetics Industry; South Korea