Publications

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

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

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

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

26 Jul 2016
News

Alumni Capture the Essence of Pokemon GO Craze

can be derived from the phenomenon. To gather alumni thoughts and takeaways, we went on social media with a question: “How can other brands replicate the breakout success of Pokemon GO or can they?” Here are a sampling of their responses:... View Details

Keywords: Arts, Entertainment

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

Find at Harvard

01 Mar 2023
News

Case Study: Power Nappy

to landfill waste. What’s worse, each of the 27 million diapers that are tossed every year will take four or five centuries to decompose, due to their petroleum-based materials. Between the lack of performance in the sustainable brands... View Details

Keywords: Jen McFarland Flint; Miscellaneous Manufacturing; Manufacturing

Henry P. Crowell

Whereas traditional producers marketed oatmeal to wholesalers, Crowell packaged and marketed his brand of oatmeal, Quaker Oats, nation-wide as a breakfast cereal, a unique product at the time. Crowell utilized aggressive marketing... View Details

Keywords: Food & Tobacco

Fast Answer

Companies: rankings

Rights Campaign Corporate Equality Index. Look for link to Best Places to Work for LGBTQ+ Equality Top 100 Most Valuable Global Brands an analysis of brand value produced by BrandZ. Fortune Rankings includes... View Details

02 Jul 2012
Research & Ideas

Why Good Deeds Invite Bad Publicity

Do companies with reputations for acting in socially responsible ways receive public goodwill when unpleasant news hits? The question of how much (or even if) corporate social responsibility (CSR) policies benefit companies beyond the knowledge that they are good... View Details

Keywords: by Michael Blanding; Energy

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