Publications

November 1991
Case

Magic Johnson: Endorsements ""After""...?

By: Stephen A. Greyser

On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details

Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Entertainment and Recreation Industry; Entertainment and Recreation Industry; Entertainment and Recreation Industry

Keywords: Education and Retail

15 May 2013
Research & Ideas

From McRibs to Maseratis: The Power of Scarcity Marketing

Editor's note: Think money can't buy happiness? Behavioral economists Elizabeth Dunn and Michael Norton beg to differ. It actually can, they say—but only if we spend it the right way. In their book released this week, Happy Money: The... View Details

Keywords: Re: Michael I. Norton

September 1996 (Revised March 1999)
Case

EMDICO (A)

By: John A. Quelch

The general manager of Fuji Film's Saudi distributorship must decide on a relaunch strategy for Fuji film and cameras in Saudi Arabia. View Details

Keywords: Multinational Firms and Management; Emerging Markets; Product Launch; Brands and Branding; Manufacturing Industry; Consumer Products Industry; Saudi Arabia

Video

Dr. Laura Catena

Dr. Laura Catena, Managing Director of Bodega Catena Zapata, explains the importance of reputation in the wine industry and outlines marketing strategies that have helped her winery surpass the competition. View Details

August 2005 (Revised May 2006)
Case

Cherkizovsky Group, The (A) (Abridged)

By: Lynn S. Paine

Describes the transformation of a formerly state-owned meat processing plant in Russia into a privately owned and operated food processing conglomerate under Russia's economic reforms of the 1990s. Among the challenges the CEO, Igor Babaev, and his top management team... View Details

Keywords: History; Business Conglomerates; Privatization; Transformation; Management Teams; Sales; Brands and Branding; Business or Company Management; Marketing Strategy; Crisis Management; Food and Beverage Industry; Russia

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August 2006 (Revised March 2008)
Case

iPod vs. Cell Phone: A Mobile Music Revolution?

By: David B. Yoffie, Travis D. Merrill and Michael Slind

In 2006, a nascent market for music-enabled mobile phones was emerging to challenge Apple Computer's dominant position in the digital music industry. Through its iPod line of portable digital music devices and its iTunes Music Store, Apple controlled more than half of... View Details

Keywords: Music Entertainment; Emerging Markets; Brands and Branding; Sales; Opportunities; Price; Business Model; Mobile and Wireless Technology; Digital Platforms; Service Delivery; Communications Industry; Music Industry

May 2021 (Revised February 2024)
Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery

THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details

Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States

02 Sep 2014
First Look

First Look: September 2

Abstract—Purpose-Understanding the Nobel Prize as a "true" heritage brand in a networked situation and its management challenges, especially regarding identity and... View Details

Keywords: Sean Silverthorne

29 Sep 2015
First Look

September 29, 2015

as early as possible during EHR optimization. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=49754 2015 Journal of Product & Brand Management The Nobel Prize: The Identity of a Corporate Heritage View Details

Keywords: Sean Silverthorne

Career Coach

Matt Spielman

divisions and several initiatives in response to the dramatic changes in the media landscape. At Moxie Interactive, a digital media agency within the Publicis Groupe, Matt led the New York office and... View Details

Keywords: Consumer Products; Entertainment / Media; Entrepreneurship; Financial Services (All); Investment Banking; Financial Services (All); Investment Management; Financial Services (All); Sports; Technology; Venture Capital; Financial Services (All)

Jack Ewing

Keywords: Ecotourism

1993
Chapter

Decomposing a Brand's Customer Franchise into Buyer Types

By: J. McQueen, J. Foley and J. A. Deighton

Keywords: Brands and Branding; Customers; Demand and Consumers

February 2022
Case

Paul Polman

By: Elizabeth A. Keenan, Youngme Moon and Susie Ma

Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate... View Details

Keywords: Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Leadership; Corporate Accountability; Personal Development and Career; Corporate Social Responsibility and Impact; Ethics; Values and Beliefs; Social Issues; Philanthropy and Charitable Giving

October 2000 (Revised November 2001)
Case

Garage.com (A)

By: Dorothy A. Leonard and Elizabeth Kind

Silicon Valley's Garage.com matches venture capital and corporate angel investors with high-tech start-ups that are looking for early stage funding. As a Web-based service, Garage.com fields inquiries from entrepreneurs and investors around the world, and is eager to... View Details

Keywords: Business Startups; Corporate Strategy; Business Growth and Maturation; Venture Capital; Investment; Internet and the Web; Expansion; Operations; Corporate Entrepreneurship; Global Strategy; Technological Innovation; Brands and Branding; Information Technology Industry

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Profile

Juan Camargo

Camargo. "The younger audience doesn't have a notion of what an electric car should be, and they are open to new technologies." And even if the youth market isn't ready for high-end wheels,... View Details

Keywords: Manufacturing; Technology; Consumer Products

August 2009 (Revised August 2010)
Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld

How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details

Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

January 2003 (Revised February 2003)
Case

Office Depot, Inc.: Business Transformation (A)

By: James L. Heskett, Dan Maher, Daniel F. OBrien, Thomas Watson and Jeffrey F. Rayport

The company's management is considering the possibility of launching a rebranding campaign around the promises "What you need. What you need to know." The questions are whether and when to launch the campaign in view of the large number of training efforts and... View Details

Keywords: Corporate Entrepreneurship; Advertising Campaigns; Brands and Branding; Business Strategy; Technology Adoption; Transformation; Market Timing; Growth and Development; Training; Retail Industry