Brands And Branding - Publications - Faculty & Research

30 Apr 2018
Blog Post

Reflecting on AASU50: Advancing African American Business Leadership

M. Fudge, Former Chairman and CEO of Young & Rubicam Brands; Bozoma Saint John, Chief Brand Officer of Uber; and Richelieu Dennis, Founder CEO, View Details

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

Citation

Purchase

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... View Details

03 Aug 2010
First Look

First Look: August 3

Determination Through Brand Biography Authors:Neeru Paharia, Anat Keinan, Jill Avery, and Juliet Schor Publication:Journal of Consumer Research (forthcoming) Abstract We introduce the concept of an underdog... View Details

Keywords: Martha Lagace

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

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

Citation

Find at Harvard

June 2009 (Revised November 2010)
Case

HTC Corp. in 2009

By: David B. Yoffie and Renee Kim

Taiwan-based HTC Corp. had emerged as the world's fourth largest smartphone manufacturer by 2009. CEO Peter Chou was extremely proud of the remarkable achievements his company had made over the last 12 years since starting off as an unknown manufacturer of PDAs for... View Details

Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Product Positioning; Competitive Advantage; Mobile Technology; Telecommunications Industry; Taiwan

Citation

Educators

Purchase

06 Oct 2003
Research & Ideas

The Growth of the Social Enterprise

social programs or services, but with limited formal mechanisms for central control and few prescribed interactions between local sites and the center. Tight affiliates are quite similar to business... View Details

Keywords: by Carla Tishler

December 22, 2023
Article

How NFTs Will Make a Comeback in 2024

By: Scott Duke Kominers and Steve Kaczynski

NFTs are poised to be a major driver of Web3 adoption in 2024 – but the successful projects will look very different from what’s come before. View Details

Keywords: NFTs; Web3; Crypto Economy; Value Creation; Brands and Branding; Marketing Strategy

Citation

Read Now

May 2011
Article

The Best Way to Name Your Product 2.0

By: Marco Bertini, John Gourville and Elie Ofek

Although there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a... View Details

Keywords: Product Development; Management; Brands and Branding; Strategy

Citation

Find at Harvard

Register to Read

December 2010
Teaching Note

VeeV on the Rocks? (TN)

By: Christopher Marquis, Joshua D. Margolis and Bobbi Thomason

Teaching Note for 410006. View Details

Keywords: Quality; Ownership Stake; Growth and Development; Problems and Challenges; Corporate Social Responsibility and Impact; Brands and Branding; Food and Beverage Industry

Citation

Purchase

January 2011
Supplement

John Smith, CEO BBC Worldwide, Remarks to AMP, October 2007

By: John A. Quelch

BBC Worldwide CEO, John Smith addresses AMP participants in October 2007. View Details

Keywords: Global Strategy; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; United Kingdom

Citation

Purchase

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... View Details

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

01 Dec 2014
News

Innovation: Frozen Assets

(Sora/Corbis) Earlier this year, when former Lululemon CEO Christine Day (AMP 163, 2002) started her new role as CEO of Luvo, a frozen-food upstart with nearly $50 million in backing, she had to get acquainted with a few things. One of them was Yankees All-Star Derek... View Details

Keywords: Janelle Nanos

Ian Fuhr

Keywords: Diversified

01 Jun 2005
News

Ideas: Books

are examined not only as economic entities but as businesses affecting almost all areas of our experience. The book explores the history and various aspects of the multinational, concluding with the principal developments of the 20th... View Details

Keywords: Alfred D. Chandler Jr.; Chandler

March 1995
Supplement

The Black & Decker Corporation (C): "Operation Sudden Impact" Results, 1992-94

By: Robert J. Dolan

Describes the initial results of Black & Decker's strategy in the United States. View Details

Keywords: Brands and Branding; Product Positioning; Competition; Globalization; Construction Industry; Consumer Products Industry; United States

Citation

Purchase

13 Sep 2017
Blog Post

Why We Recruit: Gorton's Seafoods

across the United States and Canada. We are constantly engaged with consumers who want food that is delicious and healthy, and we continue to innovate in order to provide... View Details

Keywords: Consumer Products / Retail

07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

including those focused on health care, consumer packaged goods, media and advertising. During the afternoon keynote, Marc Pritchard, Chief Brand Officer of P&G discussed the future of advertising.... View Details

Keywords: Entertainment / Media / Sports

June 1982 (Revised May 1995)
Case

Ellis Manufacturing Co.

By: Roy D. Shapiro

Ellis finds itself in a weakening competitive position largely due to the lack of rationalization in its plants. Driven by a strong traditionally decentralized sales organization, Ellis finds that all plants want control over all product lines. As a result, overall... View Details

Keywords: Factories, Labs, and Plants; Cost; Analytics and Data Science; Brands and Branding; Performance Capacity; Competitive Strategy; Construction Industry

Citation

Educators

Purchase