Publications

29 Jan 2025
Blog Post

Finding Professional Purpose: Building an Impactful Career that Reflects your Values with Lisa Tanzer (MBA 1993)

support one another, no matter where they are in their careers, has been remarkable. After graduating, I started my marketing career in Gillette’s brand management training program. I was excited to combine analytical rigor with creative... View Details

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 2011
Teaching Note

Porsche: The Cayenne Launch (TN)

By: John Deighton and Jill Avery

Teaching Note for 511-068. View Details

Keywords: Brands and Branding; Sports; Product Development; Value; Safety; Internet and the Web; Communication Technology; Auto Industry

January 2011 (Revised January 2011)
Case

Marvel Enterprises, Inc. (Abridged)

By: Anita Elberse

The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details

Keywords: Business Model; Intellectual Property; Rights; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Entertainment and Recreation Industry

May 2003
Case

Liz Claiborne, Inc.

By: Rajiv Lal, Walter J. Salmon and Edie Prescott

Discusses the business portfolio emphasis of a large multibrand manufacturer and the future of department stores as well as how relationships between manufacturers and key customers can be improved. View Details

Keywords: Forecasting and Prediction; Investment Portfolio; Brands and Branding; Production; Business and Stakeholder Relations; Apparel and Accessories Industry

Web

Teams | New Venture Competition

manufacturing process. Argus Systems Lisa Yan (MBA 2025), Drew Borinstein (MBA 2025 Accelerating AI model development for physical AI. Catalog Paul Lachman (MBA 2025), Hamish Gunasekara Catalog is a new-age commerce platform that helps fashion View Details

22 Jul 2024
News

Viral Marketing’s Early Muse

Illustration by John Weber In 2008, Canadian musician Dave Carroll saw United Airlines employees manhandling his $3,500 Taylor guitar on the tarmac in Chicago. When he arrived at his destination, the guitar was in pieces. Carroll contacted United customer service... View Details

01 Jun 2013
News

EnTRIPreneurs

sold in seven Southeast states. (Fans recommend the Cold Mountain Winter Ale and award-winning Black Mocha Stout.) "Highland is well-known for its support of the Asheville community," notes Baker. "This is an especially interesting business because it's a growing... View Details

Keywords: Apparel Manufacturing; Manufacturing; Beverage and Tobacco Product Manufacturing; Manufacturing

Ranjan Kapur

Keywords: Advertising

21 May 2007
Research & Ideas

Fixing the Marketing-CEO Disconnect

decisions, but no one is singularly accountable for the results. Second, responsibility for brand equity still resides in the marketing function, yet brand equity has never been more volatile and important.... View Details

Keywords: by Sean Silverthorne

March 2010
Case

Target: Responding to the Recession

By: Ranjay Gulati, Rajiv Lal and Cathy Ross

Within 10 months of Gregg Steinhafel's taking over as CEO at Target, the U.S. was mired in the most significant economic downturn in 50 years. Top competitor Wal-Mart had positioned itself well for the crisis, while Target's same store sales began to slide. While... View Details

Keywords: Financial Crisis; Strategy; Operations; Brands and Branding; Product Launch; Product Positioning; Competition; Retail Industry; United States

December 2006
Case

Vipp A/S

By: Robert D. Austin and Daniela Beyersdorfer

Rapidly growing Vipp sells highly differentiated (and expensive) "designer" versions of a product that most buyers think about in purely functional terms: Trash bins. Examines how the company successfully produces and positions a trash bin so that it is regarded as an... View Details

Keywords: Supply Chain Management; Creativity; Product Design; Luxury; Brands and Branding