Business Marketing - Publications - Faculty & Research

July 2021 (Revised February 2022)
Case

Mary Kay Inc.: Enriching Women's Lives while Embracing Change

By: Elie Ofek, K. Shelette Stewart and Julia Kelley

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details

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15 Dec 2010
News

How to Build a Brand Like Corona

23 Sep 2011
News

Asia sticks with conglomerate model

August 2013 (Revised November 2013)
Case

Ford vs. GM: The Evolution of Mass Production (A)

By: Willy Shih

This case explores the very different paths taken by the Ford Motor Company and the General Motors Corporation in the first three decades of the twentieth century. Henry Ford's Model T was a car for the masses. After considerable experimentation, Ford Motor... View Details

Keywords: Innovation; Exploration; Dominant Design; Business Growth and Maturation; Business History; Innovation and Management; Innovation Strategy; Technological Innovation; Leading Change; Growth and Development Strategy; Product Positioning; Product Design; Product Development; Business Strategy; Corporate Strategy; Vertical Integration; Auto Industry; Manufacturing Industry; Michigan

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February 2011 (Revised May 2011)
Case

Utilis: Designing, Producing, and Selling Rapid Deployment Shelters for a Troubled World

By: Herman B. Leonard, Daniela Beyersdorfer and Simon Harrow

How can a company that supplies disaster response and humanitarian agencies best handle the intrinsically unpredictable and highly volatile demand for its products? Utilis is a French supplier of rapid-deploy high-end tent solutions for civilian and military uses (such... View Details

Keywords: Business Model; Growth and Development Strategy; Demand and Consumers; Strategic Planning; Natural Disasters; Competitive Strategy; Consumer Products Industry; Industrial Products Industry; France

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23 Feb 2014
News

Partners’ deal stirs debate on controlling costs

31 Jan 2011
News

"Smart Cities" Are Smart Investments, Too

31 Mar 2021
News

A new barrier to diverse hiring in tech

25 Mar 2021
News

The “biggest thorn in President Trump’s side” is now HHS Secretary. What’s next?

14 Jan 2016
News

In Taiwan, Survivor Mentality Stymies Tech Innovation

December 2004 (Revised July 2005)
Case

Extend Fertility

By: Myra M. Hart and Sylvia Sensiper

Focuses on the search for opportunity, the generation and evaluation of business concepts, creation of a business plan, and the start-up process. Follows experienced entrepreneur Christy Jones as she combines her business skills and personal experience to generate new... View Details

Keywords: Opportunities; Business Plan; Entrepreneurship; Personal Development and Career; Social Issues; Gender; Business Startups; Biotechnology Industry

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Overview

Globalization and Emerging Markets (Elective Course) The world order has changed significantly in the last two decades. The influence of western-style varieties of capitalism has been challenged by new forms of capitalism that rely less on private enterprise and on the... View Details

11 Jun 2013
News

For companies to grow, they have to sell you more

26 Feb 2010
News

Admit it: You're in denial

Web

What is FIELD Global Immersion? - MBA

Blog Blog MBA Voices Filter Results Arrow Down Arrow Up Read posts from Author Alumni Author Career and Professional Development Staff Author HBS Community Author HBS Faculty Author MBA Admissions Author MBA Students Topics Topics 1st Year (RC) 2+2 Program 2nd Year... View Details

07 Jan 2008
Research & Ideas

Pursuing a Deadly Opportunity

There is a market for everything—even dead bodies. Medical students use cadavers to gain experience, and their future patients are better off for it. Traditionally, cadavers have been obtained through university programs, but now... View Details

Keywords: by Julia Hanna; Health

October 2010 (Revised June 2014)
Case

Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard

By: Robert S. Kaplan and Ricardo Reisen de Pinho

A new management team at VW do Brazil develops and deploys a strategy map and Balanced Scorecard to accomplish a turnaround and cultural change after eight consecutive years of financial losses and market share declines. The team uses the strategy map to align... View Details

Keywords: Business Cycles; Developing Countries and Economies; Management Teams; Leadership; Balanced Scorecard; Strategic Planning; Balance and Stability; Motivation and Incentives; Communication Strategy; Competitive Advantage; Auto Industry; Brazil; Germany

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July 2011 (Revised September 2011)
Case

Game Time Decision for AppDirect

By: Andrei Hagiu, Laura Arjona and Emily Zhang

AppDirect is a start-up that offers small businesses software-as-a-service solutions through a business app marketplace and portal. Daniel Saks, co-founder and co-CEO, is faced with the key question of deciding distribution strategy: should AppDirect find channel... View Details

Keywords: Digital Platforms; Distribution; Applications and Software; Innovation Strategy; Entrepreneurship; Business Growth and Maturation; Competitive Strategy; Information Technology Industry; United States

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