Publications

build Coca-Cola’s brand image as America’s soft drink. He also expanded the firm internationally, grew the franchising business and replaced the sales division with a service department devoted to supporting Coca-Cola’s various bottlers,... View Details

Keywords: Food & Tobacco

Career Coach

Sarah Sikowitz

those seeking internships or full-time roles at startups. Sarah also helps students and alumni develop personal brand narratives, build effective resumes and navigate the networked job search. Work Experience: Publicis, Omnicom, Yahoo!,... View Details

13 Jun 2016
News

Brenda Bence (MBA 1991)

connected through shared experiences.” After scoring high on an aptitude test, Bence was urged by coaches from the School’s Career & Professional Development team to pursue marketing and then to apply for a brand management position at... View Details

July 2010
Teaching Note

Shanzhai! MediaTek and the "White Box" Handset Market (TN)

By: Willy C. Shih

Teaching Note for 610081. View Details

Keywords: Innovation and Invention; Information Infrastructure; Mobile and Wireless Technology; Brands and Branding; Market Entry and Exit; Trade; Growth and Development Strategy; Semiconductor Industry; China

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

October 2003 (Revised August 2005)
Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman

The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details

Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact

01 Mar 2006
News

Can the United States Avoid a Fractured Future?

millennia. Ubiquitous communication is allowing people to rapidly compare how they’re doing with others. When countries promise a lot and deliver little, they end up as brands no one wants to support. How would you describe the U.S.... View Details

Keywords: Lewis I. Rice; Finance; Health, Social Assistance

14 Sep 2007
Research & Ideas

How to Profit from Scarcity

drawn to VW dealers to look at the New Beetle often ended up buying other VW models more suited to their specific needs. In this way, the scarce product acted as a brand magnet for the entire product line. As the examples above... View Details

Keywords: by John Quelch; Consumer Products; Advertising

Web

Africa Business Club | MBA

ago, African students at HBS saw the need to create an organization to elevate the African brand and highlight what it means be African, do business in Africa, and push for Africa’s development and prosperity. This mission remains... View Details

Harland Sanders

stores in 1958 to over 600 in 1963. The success of the franchise provided much wealth to the honorary Colonel, and even after he sold the company in 1964, he remained the staple of the company’s brand image, as did his special,... View Details

Keywords: Restaurants & Lodging

26 Jul 2011
News

An Entrepreneur of the Arts

moved to the United States in 1993 and settled in Chicago. An early blooming entrepreneur, Efimova founded Russian Pointe, her first company, in 1998 while she was a junior in college. Russian Pointe, a brand of luxury ballet shoes, is a... View Details

Keywords: ballet; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Management of Companies and Enterprises; Management

Web

Online Digital Marketing Strategy Course | HBS Online

Pattern Brands CEO Asmita Dubey, L'Oreal CMO Changes in Distribution Show Hide Details Concepts DTC Brands: Fad or Disruption? DTC Brands: Innovations and Challenges, Part I DTC Brands: Innovations and Challenges, Part II Incumbent... View Details

Mohammad Omar Bin Haider

Keywords: Logistics; Real Estate; Hospitality; Diversified

Ronnie Screwvala

Keywords: Media; Entertainment; Diversified

15 Feb 2022
News

The Alumnae Entrepreneur Behind Mary J. Blige’s Super Bowl Locks

Britney Winters (MBA 2016); Mary J. Blige during the Super Bowl halftime show (Courtesy subject; Kevin C. Cox / Getty Images) Britney Winters’ (MBA 2016) online wig and hair product company, Upgrade, got the opportunity to show off its work to more than 100 million... View Details

09 Jun 2014
Research & Ideas

The Manager in Red Sneakers

grant more status points to nonconformity than people with "low levels of need for uniqueness." "People who like to diverge from the norm themselves, the ones who like unique products, are more likely to see the signal and interpret it positively," Bellezza says. What... View Details

Keywords: by Dina Gerdeman; Consumer Products; Apparel & Accessories; Fashion

16 Dec 2013
HBS Case

D’O: Making a Michelin-Starred Restaurant Affordable

For restaurateurs, receiving a Michelin star can be a mixed blessing. Certainly it's a rare and celebrated honor—the French company bestows its one-, two-, and three-star ratings only to a select few restaurants worldwide. However, a star begets expectations of... View Details

Keywords: by Carmen Nobel & Joanie Tobin; Food & Beverage

January 2011
Case

Serious Materials

By: Thomas J. Steenburgh and Elizabeth A. Kind

Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category and created a steady stream of revenue. It was now considering how to expand its product line to compete in the... View Details

Keywords: Business Startups; Entrepreneurship; Brands and Branding; Marketing Strategy; Product Launch; Product Positioning; Market Entry and Exit; Green Technology Industry

March 2020 (Revised July 2022)
Case

Levi Strauss (A): A Pioneer Lost in the Wilderness

By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat

In 2011, newly appointed CEO Chip Bergh needed to urgently turn around the iconic but floundering denim apparel firm, Levi Strauss & Co. (LS&Co.) Famous for its blue jeans, LS&Co. had suffered a decline in revenue of 29% from $6.8 billion in 1997 to $4.8 billion in... View Details

Keywords: Turnarounds; Transformation; Strategy; Decision Choices and Conditions; Decision Making; Strategic Planning; Brands and Branding; Product Positioning; Product Marketing; Apparel and Accessories Industry