Publications

September 1992 (Revised January 1993)
Case

Courtyard by Marriott

By: James L. Heskett and Roger H. Hallowell

Courtyard by Marriott, a chain of modestly priced hotels, weighs its future options regarding human resources, its service delivery system, and management structure. Fairfield Inn, another Marriott product, is discussed for contrast. View Details

Keywords: Human Resources; Service Operations; Brands and Branding; Management Systems; Decision Making; Service Industry; Accommodations Industry

September 1984 (Revised February 1989)
Case

Benetton (A)

By: James L. Heskett

The world's largest manufacturer of woolen outerwear garments seeks to extend its retailing network to the United States from its base in Europe. A number of issues concerning marketing, manufacturing, and logistics strategy are raised by the proposed move along with... View Details

Keywords: Logistics; Brands and Branding; Networks; Production; Marketing Strategy; Globalization; Apparel and Accessories Industry; United States; Europe

Keywords: Advertising and Marketing

06 Dec 2021
News

Action Plan: Whole Sale

retailers to connect with consumers, he adds. “Beauty is a category that has the ability to articulate a brand promise or personality,” says Balbale, which is particularly appealing to Gen Z—and others. “Retailers are beginning to... View Details

Keywords: April White; ecommerce; bricks and mortar; marketing; beauty

December 2018 (Revised June 2019)
Case

Wolfgang Puck: Setting the Table for the Future

By: Boris Groysberg and Matthew G. Preble

Chef Wolfgang Puck oversees a disparate business empire that includes fine dining restaurants, a catering business, and various licensed products that run from cookware, to soup, to fast-casual restaurants. His businesses activities are divided among three separate... View Details

Keywords: Brands and Branding; Growth and Development; Management Systems; Business Processes; Leadership; Transition; Food and Beverage Industry; Consumer Products Industry

March 1995 (Revised April 1995)
Case

NIKE Inc. in the 1990s (A): New Directions

By: Robert J. Dolan

Describes the transition of Nike from 1990 to 1993 as it sees major growth opportunities in foreign markets. View Details

Keywords: Transition; Brands and Branding; Product Launch; Globalization; Opportunities

Find at Harvard

March 1991
Teaching Note

Procter & Gamble Co. (A), Teaching Note

By: Frank V. Cespedes

Teaching Note for (9-584-047). View Details

Keywords: Advertising; Brands and Branding; Product Positioning; Product Launch; Consumer Products Industry

Consumer brand building - Mission/vision/values development and adherence - Co-founder and early stage team building - DTC marketing - Go-to-market strategies - Hospitality startups - Real estate businesses - Investor management -... View Details

22 Sep 2003
Research & Ideas

When Protestors Knock at Your Door

are, and often to differentiate among different groups—examining, for example, which are more reasonable, which might want to work with the firm, and so on. Then, it's useful to plot out lines of complete disagreement and possible compromise. Q: You cite transaction... View Details

Keywords: by Cynthia Churchwell

01 Jun 2015
News

Alumni and Faculty Books for June 2015

study of brand relationships outside of traditional areas by applying new theoretical frameworks and considering new contexts (online digital spaces, consumer collectives, global brands, luxury brands, and View Details

22 Nov 2022
News

Merlin Entertainments Taps Scott O’Neil as CEO

Entertainments is second in size only to Disney in the theme park space, with more than 140 attractions in 24 countries, featuring partnerships with Lego, Hasbro, and Sony Pictures Entertainment. “We will be very active in making sure View Details

15 Jun 2021
News

Elevator Pitch: Dress Code

Video Embed Animation by Drue Wagner and Troubadour Image + Sound The Yes Julie Bornstein (MBA 1997), cofounder and CEO; former COO, Stitch Fix Jennifer Koen-Horowitz (MBA 1997), head of brand marketing and PR Vision: The Spotify of... View Details

Keywords: online shopping; fashion; mobile technology; entrepreneurship; startup; Nonstore Retailers; Retail Trade

24 Mar 2017
News

Personalizing the Path to Professional Success for Women

The business launched in March 2016 and has found clients among a diverse population of women and companies that cross all industries and geographies, says Skeete Tatum. The platform has a range of offerings from personal brand and... View Details

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

May 2022
Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States