Publications

April 1978 (Revised January 1985)
Case

Searle Medical Instruments Group (Abridged)

By: Steven C. Wheelwright

SMIG, a division of G.D. Searle, was a fast growing high market-share company in the field of nuclear medical instruments. It manufactured two basically different product lines, one very successful and the other less so. Although marketing was separate for these... View Details

Keywords: Change; Brands and Branding; Market Participation; Production; Success; Performance Capacity; Expansion; Medical Devices and Supplies Industry

01 Sep 2003
News

Alumni Bookshelf

leaders. Brand Aid by Brad VanAuken (MBA ’84) (American Management Association) This reference guide is aimed at solving tough branding problems and strengthening marketing position. VanAuken offers... View Details

Keywords: Publishing Industries (except Internet); Information

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

01 Jun 2012
News

A Better World, One Idea at a Time

offering a brand of all-natural facial moisturizing oils derived from argan oil, obtained from southern Morocco’s argan tree. The company will work with the rural poor to build sustainable business around argan oil production. Emprofit,... View Details

Keywords: contests; awards; cosmetics; Crop Production; Agriculture; Chemical Manufacturing; Manufacturing; Nonstore Retailers; Retail Trade

01 Sep 2003
News

Sharon Patrick

Patrick acknowledges the challenges of the last sixteen months due to the federal investigation and indictment of Stewart for a personal stock sale unrelated to MSO. However, she remains upbeat. “The strength of our content and business model — and the View Details

Keywords: Susan Young; Finance; News, Library, Internet, and Other Services; Information

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

February 2018
Case

Wiikano Orchards

By: Benson P. Shapiro and Katherine B. Hartman

Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to... View Details

Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry

June 2007 (Revised January 2008)
Case

BBC Worldwide: Global Strategy

By: John A. Quelch and Carin-Isabel Knoop

In January 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW's global strategy options. BBC WW exploited and exported... View Details

Keywords: Global Strategy; Brands and Branding; Marketing Channels; Expansion; Internet; Media and Broadcasting Industry; Great Britain

June 2005
Case

CarMax

By: Rajiv Lal and David Kiron

Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the... View Details

Keywords: Profit; Brands and Branding; Digital Platforms; Segmentation; Auto Industry

03 Mar 2015
First Look

First Look: March 3

on a sustained and balanced growth trajectory? Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/715008-PDF-ENG Harvard Business School Case 514-078 Ghurka Ghurka was a 38-year-old luxury leather goods brand that specialized in... View Details

Keywords: Sean Silverthorne

21 May 2021
News

See Us Unite for Change

Courtesy Sheila Lirio Marcelo In honor of Asian American and Pacific Islander (AAPI) month, MTV’s Entertainment brands are streaming a global television special, “See Us Unite for Change,” on May 21. Hosted by comedian Ken Jeong, the... View Details

Keywords: Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

December 2017
Case

Clover Food Lab in 2016

By: Lena G. Goldberg, Sonia Smith and Sandra Bahous

Ayr Muir, founder and CEO of Clover Food Lab, has grown his restaurant chain from a single food truck to 11 thriving stores but he has no interest in running a regional chain. His ambition is to change the way America eats and his goal is national expansion. As he... View Details

Keywords: Restaurant Industry; Food; Growth Management; Strategic Planning; Brands and Branding; Marketing Strategy; Innovation and Management; Customer Satisfaction; Small Business; Expansion; Decision Choices and Conditions; Food and Beverage Industry

Keywords: Corporate Law

Rahmi M. Koç

Keywords: Diversified

19 Nov 2014
HBS Case

Marketing Marijuana

medium-sized marijuana producers are already trying to build brand loyalty by marketing strains such as Grape Stomper, which boasts a high THC content; sweet-tasting Golden Goat; and low-THC Critical Mass, which markets itself as a more... View Details

Keywords: by Michael Blanding; Food & Beverage

30 Sep 2021
Blog Post

Driving Social Impact Through Consumer Behavior: Nonprofit to Finance to Retail with Nicole Krantz (MBA 2022)

does a lot of work with brands to increase the focus on female athletes, and they had taken a strong stance on common sense gun laws both lobbying in Washington, D.C. and pulling guns from their stores,” Krantz explained. “I knew the... View Details

Keywords: Retail

10 Aug 2020
Blog Post

HBS Summer Fellows Focus on Racial Equity and Justice

summer and going forward. WHAT ARE YOU WORKING ON THIS SUMMER? Allie O'Shea (MBA 2021), Hack.Diversity: Hack.Diversity is focused on improving Black and Latinx representation in Boston's innovation economy. This summer, I am working on Hack.Diversity’s View Details

01 Oct 2002
News

Thinking Outside the Centerfold

most noted for have nothing to do with advertising and everything to do with advertising. We're this hybrid company that creates and distributes creative content designed to make brands famous.” View Details

April 2009 (Revised April 2012)
Case

Bono and U2

By: Nancy F. Koehn, Katherine Miller and Rachel Wilcox

This case traces the 30-year development of the rock band U2 and the development of its four members as artists, business leaders, and humanitarians (with particular attention paid to lead singer Bono's global humanitarian work). The case examines the beginnings of the... View Details

Keywords: Arts; Business Model; Social Entrepreneurship; Globalized Markets and Industries; Leadership; Brands and Branding; Personal Development and Career; Social Enterprise; Music Industry