Publications

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

20 Dec 2017
News

How SodaStream Makes—and Markets—Peace

Keywords: Beverage and Tobacco Product Manufacturing; Manufacturing

February 2022 (Revised February 2023)
Case

TikTok in 2020: Super App or Supernova? (Abridged)

By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien

TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea—helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors... View Details

Keywords: Digital Platform; Artificial Intelligence; AI; Mobile App; Mobile App Industry; Mobile and Wireless Technology; Market Entry and Exit; Brands and Branding; Growth and Development Strategy; China

June 2009
Supplement

Mary Kay Inc.: Asian Market Entry (B)

By: John A. Quelch

By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at... View Details

Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Emerging Markets; Market Entry and Exit; Beauty and Cosmetics Industry; Asia; China

October 1995 (Revised October 1996)
Case

Disney Consumer Products in Lebanon

By: John A. Quelch

The managing director of Disney Consumer Products for Europe and the Middle East is reviewing recent market research in Lebanon regarding the sales potential of Disney licensed products and assessing the pros and cons of several distribution options. View Details

Keywords: Distribution; Multinational Firms and Management; Market Entry and Exit; Brands and Branding; Consumer Products Industry; Lebanon

March 1991 (Revised June 1993)
Case

Chevron Corp.: Corporate Image Advertising

By: John A. Quelch

Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details

Keywords: Surveys; Multinational Firms and Management; Research; Advertising; Brands and Branding; Energy Industry; United States

March 1998 (Revised April 1998)
Case

Egon Zehnder International: Implementing Practice Groups

By: Michael Y. Yoshino, Carin-Isabel Knoop and Cate Reavis

Since its creation in 1964, executive search firm Egon Zehnder International (EZI) marketed its consultants as "generalists." As searches became more global and industry-specific in the 1990s, CEO Daniel Meiland decided the firm needed to offer specialized services. By... View Details

Keywords: Business Units; Global Strategy; Leadership; Brands and Branding; Service Operations; Organizational Structure; Consulting Industry; Service Industry

Web

Digital Marketing & AI Workshop - Course Catalog

explore topics such as SEO, paid and influencer marketing, social media (organic and paid), email/SMS, Amazon, and analytics. Through mini-cases on brands both large and small, we’ll apply industry-leading tools and GenAI workflows to... View Details

Rafael Guilisasti

Keywords: Wine

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

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

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

09 Feb 2018
Research & Ideas

Big Hits: The Best of the 2018 Super Bowl Ads

salves to help relieve them. Brands were looking to reassert traditional American values like inclusion and the celebration of differences in the face of more negative recent trends like anti-immigrant and anti-LGBTQ+ sentiment. That... View Details

Keywords: Re: Multiple Faculty; Telecommunications

26 May 2009
Research & Ideas

Improving Market Research in a Recession

recession, it's essential to get a clear read on existing core customers, including those who are most loyal to the brand and those who are most profitable, rather than fritter away research resources on potential or peripheral consumers.... View Details

Keywords: by John Quelch

01 Dec 2017
News

Yoga Inc.

amenities. (Bloomberg/Getty Images) “Yoga is at the core of our identity and culture,” Yeung continues. “It has kept us grounded in who we are as a company. It influences our brand strategy, the product categories we go after, and the... View Details

Keywords: Deborah Halber

23 Apr 2014
HBS Case

Are Electronic Cigarettes a Public Good or Health Hazard?

technologies, electronic cigarettes were developed by small entrepreneurs with brand names like Logic eCig (founded 2010), Blu (2009), and NJOY (2006). By 2013, according to the case study, the e-cigarette category featured more than 200... View Details

Keywords: by Michael Blanding; Food & Beverage; Advertising

Web

Marketing - HBS Online

months, 5-6 hrs/week Apply by November 3 $6,500 Credential New Personal Branding Professor Jill Avery Develop the tools to define and express your purpose, values, and points of differentiation and make your personal View Details

September 2020
Supplement

Commonwealth Joe: January 2020 Update from CEO Robert Peck

By: Alexander J. MacKay

At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they... View Details

Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry