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

Taking over the family company after the death of his father in 1938, Factor is regarded as a pioneer in the cosmetics and makeup business. He transformed the company from a Hollywood makeup studio into a worldwide provider of name brand... View Details

Keywords: Personal Care & Home Products

November 2002 (Revised February 2009)
Teaching Note

Value Retail (TN)

By: Arthur I Segel and Ani M Vartanian

Teaching Note for (9-803-008). View Details

Keywords: Investment; Risk and Uncertainty; Performance Effectiveness; Brands and Branding; Planning; Strategy; Luxury; Milan

Profile

Lauryn Hale

dream school," Lauryn says. "I sat on a bench after class and just imagined what it would be like to go here." Motivated by a desire to change her career path toward brand management, then education, Lauryn came to HBS to... View Details

14 Nov 2016
Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

dreams of consumers, because a brand that’s built on such appeals will find it hard to grow to be a source of pride. Apparently misogyny, xenophobia, and contempt for the disabled have worked as customer acquisition tools for soon-to-be... View Details

Keywords: by John A. Deighton

Article

A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

By: Randolph E. Bucklin, Sunil Gupta and Sangman Han

Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior

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January 1991
Case

Volkswagen of America: Audi 5000 (A)

By: Stephen A. Greyser

Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Strategy; Product Launch; Auto Industry; United States

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Keywords: Shipping

Video

Dr. Silvia Gold

Dr. Silvia Gold, President of the Mundo Sano Foundation and co-founder of Grupo Insud, explains how patent expiration is important for innovation, recounting that her company has always won against large Western pharmaceutical companies that have sought legal action... View Details

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

his while not feeling impoverished or threatened when someone is calling the same product hers." Global Brands Managing the Brand-Product Continuum in Global Markets Dr. Hans-Willi Schroiff and David Arnold argue that global View Details

Keywords: by Working Knowledge editors

01 Dec 2007
News

Faculty Research Online

http://hbswk.hbs.edu/item/5652.html. How Brand China Can Succeed A series of recent setbacks, including the Mattel toy recalls, threatens China’s new and improving image, says Professor John Quelch. There is just not enough preexisting... View Details

Keywords: Arts, Entertainment; Finance; Broadcasting (except Internet); Information; Data Processing, Hosting, and Related Services; Information; Manufacturing

July 2008 (Revised February 2009)
Supplement

(PRODUCT) RED (B)

By: Youngme E. Moon, Michael I. Norton and David Chen

Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives. View Details

Keywords: Communication; Brands and Branding; Marketing Strategy; Social Marketing; Partners and Partnerships; Social Enterprise; Africa

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

January 2009 (Revised February 2010)
Case

Gucci Group in 2009

By: David B. Yoffie and Renee Kim

The Gucci Group had transformed itself into the world's third largest luxury retailer with multiple brands. The company had performed well even after the departure of star designer Tom Ford and former CEO Domenico De Sole. However, the challenging global economic times... View Details

Keywords: Financial Crisis; Brands and Branding; Organizational Change and Adaptation; Luxury; Corporate Strategy; Apparel and Accessories Industry; Retail Industry

Web

How Student-Proposed Internships Can Create Value - Recruiting

partnership. Read on for one student’s experience designing her own summer role with fashion brand Anine Bing—and how her proactive outreach turned into a strategic internship opportunity. Not every summer internship starts with a job... View Details

01 Sep 2012
News

On a Sound Track

Zurich and secured European distribution rights for our products, set up a joint venture with a partner in Mexico to build our brand there, and purchased Astro Gaming, a California-based gaming accessories company. Our office in southern... View Details

Keywords: Deborah Blagg; audio accessories; Sporting Goods, Hobby, Musical Instrument, and Book Stores; Retail Trade

23 Feb 2021
Research & Ideas

COVID-19 Shines New Light on Working Conditions in Supply Chains

boycotts at universities by students who go to their own administrators and say, “You have to ensure that our sportswear isn’t made with sweatshop labor.” All those companies and organizations with brands to protect have to focus on this... View Details

Keywords: by Danielle Kost; Apparel & Accessories

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