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  • All HBS Web  (3,617)
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  • All HBS Web  (3,617)
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  • January 2020 (Revised March 2020)
  • Case

SmileDirectClub: Better Is Better

By: Leonard A. Schlesinger and Aldo Sesia
Keywords: Direct-to-consumer; Brands and Branding; Strategy; Expansion; Online Technology; Health Industry; Medical Devices and Supplies Industry; Retail Industry
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Schlesinger, Leonard A., and Aldo Sesia. "SmileDirectClub: Better Is Better." Harvard Business School Case 320-016, January 2020. (Revised March 2020.)
  • November 2002 (Revised May 2003)
  • Case

DaChan Great Wall Group

By: Ray A. Goldberg and Cate Reavis
Describes the challenges facing a leading Taiwanese agribusiness concern as it competes in an increasingly complex business environment in China. View Details
Keywords: Agribusiness; Brands and Branding; Competition; Agriculture and Agribusiness Industry; Taiwan; China
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Goldberg, Ray A., and Cate Reavis. "DaChan Great Wall Group." Harvard Business School Case 903-416, November 2002. (Revised May 2003.)

    Lilian Simbaqueba

    Keywords: Consulting
    • 04 Mar 2015
    • News

    How Harley-Davidson is Cruising in India

    Keywords: Transportation

      Norton W. Simon

      Capitalizing on his talents at restructuring, Simon gained control of Hunt Foods by force, accumulating shares in the company with proceeds earned from selling his previous enterprise, Val Vita Foods, to Hunt in 1942. At Hunt, Simon instituted extensive modernization... View Details
      Keywords: Food & Tobacco

        Joseph F. Cullman III

        direction, Marlboro grew to become the best selling cigarette brand in the world in 1972. At this same time Phillip Morris was the world’s largest exporter of cigarettes. View Details
        Keywords: Food & Tobacco
        • 15 May 2012
        • News

        Finally Finding the Right Fit

        moved to Amsterdam for a consulting job with Bain. But that didn’t provide the satisfaction he envisioned. Increasingly, he longed to return to his roots in retailing. “I always dreamed of being in the branding and fashion business,” he... View Details
        Keywords: fashion; apparel; Apparel Manufacturing; Manufacturing

          Abe Plough

          Coppertone suntan lotion, St. Joseph Aspirin and Maybelline cosmetics. While spending up to 25% of revenues on advertising to create household brand names, Plough generated top-level financial returns for several years. View Details
          Keywords: Healthcare
          • 18 Apr 2016
          • News

          Copy Success

          (Xerox Corp.) (Xerox Corp.) Joe Wilson (MBA 1933) made Xerox a brand so recognizable its name is also an everyday verb. In the process Wilson, who passed away in 1971, turned around a dying company and left a legacy of leadership that... View Details
          • June 2011
          • Teaching Note

          Zespri (TN)

          By: Jose B. Alvarez and Mary Shelman
          Teaching Note for 511001. View Details
          Keywords: Competition; Brands and Branding; Innovation and Invention; Corporate Strategy; Patents; Food and Beverage Industry; Australia; New Zealand
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          Alvarez, Jose B., and Mary Shelman. "Zespri (TN)." Harvard Business School Teaching Note 511-103, June 2011.
          • November 2009
          • Teaching Note

          HTC Corp. in 2009 (TN)

          By: David B. Yoffie
          Teaching Note for [709466]. View Details
          Keywords: Competition; Decisions; Brands and Branding; Customer Value and Value Chain; Telecommunications Industry; Taiwan
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          Yoffie, David B. "HTC Corp. in 2009 (TN)." Harvard Business School Teaching Note 710-427, November 2009.
          • April 1983
          • Supplement

          Dansk Designs Ltd.: The Administration of Creativity, Video II

          By: Hugo Uyterhoeven
          Presents two divergent views on the administration of creativity. Jens Quistgaard, designer, discusses his feelings about Dansk's policy direction as it affects design creativity. Then Ted Nierenberg, president, discusses his type of management and some of the problems... View Details
          Keywords: Management; Brands and Branding; Problems and Challenges; Creativity; Balance and Stability
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          Uyterhoeven, Hugo. "Dansk Designs Ltd.: The Administration of Creativity, Video II." Harvard Business School Video Supplement 883-516, April 1983.
          • 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
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          Shapiro, Benson P. "Deere & Co.: Industrial Equipment Operations." Harvard Business School Case 577-112, February 1977. (Revised December 1985.)
          • 01 Dec 2001
          • News

          Teens and Magazines: Where There's Smoke, There's Advertising

          Public Health) found that the agreement has had little effect. In their article in the New England Journal of Medicine last August, King and Siegel analyzed trends in expenditures for advertising between 1995 and 2000 by examining fifteen specific View Details
          Keywords: Colleges, Universities, and Professional Schools; Educational Services; Advertising, Public Relations, and Related Services; Professional Services
          • 01 Mar 2014
          • News

          Case Study: Gazelle's New Predators

          itself from a competitive perspective to continue its growth and stand out from the other industry players?" The Answers: "I would suggest looking at the business model and trying to extend the brand by extending the offering. Cellphones... View Details
          Keywords: ecommerce; Kathy Korman Frey; Telecommunications; Information; News, Library, Internet, and Other Services; Information; Retail Trade
          • August 2012
          • Article

          Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness

          By: Andrew Gershoff, Ran Kivetz and Anat Keinan
          Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm... View Details
          Keywords: Brands and Branding; Production; Competency and Skills; Welfare or Wellbeing; Cost vs Benefits; Perception; Customers; Performance Evaluation; Fairness; Business Ventures
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          Gershoff, Andrew, Ran Kivetz, and Anat Keinan. "Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness." Journal of Consumer Research 39, no. 2 (August 2012): 382–398. (Selected in 2017 for JCR Research Curations on “Behavioral Pricing”.)
          • 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
          • 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
          Keywords: Advertisers; Advertising Media; Media And Broadcasting Industry; Retail; Retail Analytics; Retail Promotion; Retailing; Ecommerce; E-Commerce Strategy; E-commerce; Marketing Communication; Targeting; Targeted Advertising; Targeted Marketing; Advertising; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Media; Marketing Channels; Retail Industry; Consumer Products Industry; Advertising Industry; United States
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          Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
          • 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
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          Rukstad, Michael G., and David J. Collis. "The Walt Disney Company: The Entertainment King (Abridged)." Harvard Business School Case 713-475, April 2013.
          • 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
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          Cyr, Linda A., Joseph B. Lassiter III, and Michael J. Roberts. "Boston Beer Company: Light Beer Decision." Harvard Business School Case 899-058, October 1998. (Revised November 2001.)
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