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  • September 2002 (Revised October 2002)
  • Case

Orient-Express Hotels

By: Frances X. Frei and Corey B. Hajim
Describes how a hotel and leisure company provides high-end service through its distinctive hotels and trains. Provides an opportunity to learn about the company's unusual quality practices and puts into doubt the unquestioned use of well-known practices, such as... View Details
Keywords: Service Operations; Quality; Management; Opportunities; Practice; Programs; Motivation and Incentives; Brands and Branding; Service Industry; Accommodations Industry
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Frei, Frances X., and Corey B. Hajim. "Orient-Express Hotels." Harvard Business School Case 603-024, September 2002. (Revised October 2002.)
  • May 2000
  • Supplement

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier
Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details
Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry
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Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
  • 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
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Eisenmann, Tom, Lindsay N. Hyde, and Tom Quinn. "Launching the Social." Harvard Business School Case 822-074, February 2022.
  • 29 Jan 2013
  • Research & Ideas

Creating the Perfect Super Bowl Ad

sample of 82 ads for 30 brands in their homes or workplaces. The research relied on webcams that track visible changes on a person's face as they watch an ad, responding to funny, or amusing content. The software detects the slightest... View Details
Keywords: by Kim Girard; Advertising; Media & Broadcasting
  • 01 Jun 2022
  • News

Case Study: Glass Half Full

concedes. But glass is a rare material that, while energy-intensive to create, can be reused literally for centuries. Given that, he sees a unique opportunity to build a storied brand with the potential to become a lasting household name.... View Details
Keywords: Jen McFarland Flint; Nonstore Retailers; Retail Trade
  • 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
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Ofek, Elie, K. Shelette Stewart, and Alicia Dadlani. "Lowe's: Improving the Total Home Strategy." Harvard Business School Case 524-054, May 2024. (Revised February 2025.)
  • June 2021
  • Teaching Note

Wolfgang Puck: Setting the Table for the Future

By: Boris Groysberg and Robin Abrahams
Teaching Note for HBS Case No. 419-001. View Details
Keywords: Brands and Branding; Growth and Development; Management Systems; Business Processes; Leadership; Transition; Food and Beverage Industry; Consumer Products Industry
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Groysberg, Boris, and Robin Abrahams. "Wolfgang Puck: Setting the Table for the Future." Harvard Business School Teaching Note 421-100, June 2021.
  • February 1989
  • Background Note

Corporate Positioning: How to Assess--and Build--A Company's Reputation

Provides a framework for assessing and enhancing an organization's reputation. Points out two dimensions of a corporate image--visibility and credibility. Discusses several critical issues that must be addressed in building an image. Finally, provides an assessment of... View Details
Keywords: Status and Position; Corporate Strategy; Reputation; Organizations; Brands and Branding
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Kosnik, Thomas J. "Corporate Positioning: How to Assess--and Build--A Company's Reputation." Harvard Business School Background Note 589-087, February 1989.

    Daniel Servitje Montull

    Keywords: Food Production

      Alberto Baillères

      Keywords: Diversified
      • Video

      Dr. Laura Catena

      Dr. Laura Catena, Managing Director of Bodega Catena Zapata, explains the importance of reputation in the wine industry and outlines marketing strategies that have helped her winery surpass the competition. View Details
      • 15 Aug 2021
      • News

      You’ve Never Heard of the Biggest Digital Media Company in America

      more than $11 billion, and more readers, as measured by Comscore, than any media brand you’ve ever heard of—an average of 751 million visits a month.” The article details how Elias built the company with his cofounder in the 2000s around... 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 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
      • 30 Jan 2019
      • What Do You Think?

      Who Will Measure up to These Two Remarkable Leaders?

      Summing Up: Which Schools Will Produce the Next Generation of Transformative Leaders? This month’s column featured two leaders who were able to build organizations that literally transformed the mutual fund and airline industries. In the process they created a cadre of... View Details
      Keywords: by James Heskett; Air Transportation; Financial Services
      • July 2023
      • Case

      Honeycomb

      By: Jeffrey J. Bussgang and Kumba Sennaar
      Honeycomb, an audio app enabling seniors to record stories and save family memories, suddenly draws interest from a younger user demographic. The co-founders consider pivoting to better serve this new user demographic. How should they think about strategy, brand, and... View Details
      Keywords: Entrepreneurship; Venture Capital; Operations; Business Startups; Customer Focus and Relationships; Age; Brands and Branding; Technology Industry; United States
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      Bussgang, Jeffrey J., and Kumba Sennaar. "Honeycomb." Harvard Business School Case 824-012, July 2023.
      • June 2001 (Revised March 2002)
      • Case

      Ducati

      Focuses on the turnaround and strategic repositioning of Ducati, an Italian maker of high-end sport motorcycles, and describes the current concerns with the growth prospects of the company. Federico Minoli, the CEO and strategic mind behind the turnaround, knew that... View Details
      Keywords: Growth and Development Strategy; Competitive Strategy; Product Positioning; Management Teams; Brands and Branding; Motorcycle Industry
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      Gavetti, Giovanni M. "Ducati." Harvard Business School Case 701-132, June 2001. (Revised March 2002.)
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