Publications

June 2016
Teaching Note

Filene's Basement: Inside a Fired Customer's Relationship

By: Jill Avery and Susan Fournier

How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case... View Details

Keywords: CRM; Customer Profitability Analysis; Customer Lifetime Value; Consumer Behavior; Marketing; Marketing Strategy; Customer Focus and Relationships; Brands and Branding; Customer Relationship Management; Retail Industry; United States

July 2010
Teaching Note

Managing Creativity at Shanghai Tang (TN)

By: Roy Y.J. Chua and Lisa Kwan

Teaching Note for 410018. View Details

Keywords: Creativity; Brands and Branding; Financial Crisis; Selection and Staffing; Leadership; Luxury; Arts; Fashion Industry; Apparel and Accessories Industry

13 Feb 2017
Research & Ideas

Paid Search Ads Pay Off for Lesser-Known Restaurants

spending in the United States in 2015, up from $26 billion in 2010. Advertisers are steering the biggest share of their digital ad dollars—about half of all online ad expenditures—toward paid search. "Smaller businesses have less of an established View Details

Keywords: by Dina Gerdeman; Food & Beverage

Merrill J. Fernando

Keywords: Tea

01 Jun 2015
News

3-Minute Briefing: Rehito “Ray” Hatoyama (MBA 2008)

For Hello Kitty, we like to say, “Small gift, big smile.” We have a 10-cent lollipop at some mass retailers. But we also have $500,000 jewelry. Sanrio has more than 3,000 licensing partners in over 130 countries. The happiness of bringing a smile to someone is very... View Details

Keywords: Julia Hanna; Hello Kitty; Arts, Entertainment; Special Design Services; Professional Services

February 1997 (Revised January 2002)
Case

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier

James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the... View Details

Keywords: Management Teams; Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Innovation and Invention; Auto Industry; North America

Web

How Student-Proposed Internships Can Create Value - Recruiting

partnership. Read on for one student’s experience designing her own summer role with fashion brand Anine Bing—and how her proactive outreach turned into a strategic internship opportunity. Not every summer internship starts with a job... View Details

August 2004 (Revised July 2005)
Case

Allianz (D1): The Turnaround

By: Joseph L. Bower, Anders Sjoman and Sonja Ellingson Hout

Examines the acquisition of Dresdner Bank by Allianz--the deal of the year in 2002. Examines some of the challenges posed by the turnaround of Dresdner as seen by Michael Diekmann, the new CEO of Allianz. In working with Dresdner, Allianz needed to figure out what it... View Details

Keywords: Acquisition; Financial Institutions; Investment Banking; Brands and Branding; Product Development; Organizational Structure; Problems and Challenges

October 1987 (Revised November 1994)
Case

Boston Fights Drugs (A): Designing Communications Research

By: V. Kasturi Rangan

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details

Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston

01 Jun 2015
News

A World of Support

HBS Fund Supports the School’s Global Interests “No other management school has the global reach of HBS or a similar global brand power.” Gaëtan Hannecart (MBA 1994) Global Understanding is one of four key areas supported by the HBS Fund... View Details

November 2007 (Revised March 2010)
Case

Metro-Goldwyn-Mayer (MGM) and Tom Cruise

By: Anita Elberse and Peter Stone

In November 2006, Harry Sloan, chairman and CEO of Metro-Goldwyn-Mayer Inc. (MGM) offers movie star Tom Cruise and his business partner Paula Wagner a chance to run United Artists (UA), a dormant studio within MGM's portfolio. Just over two months earlier, Viacom... View Details

Keywords: Business Units; Talent and Talent Management; Film Entertainment; Brands and Branding; Partners and Partnerships; Value Creation; Motion Pictures and Video Industry