Publications

November 2008 (Revised February 2010)
Case

Rebranding at Oliver Wyman Group

By: Robert G. Eccles and Kaitlyn Simpson

Keywords: History; Integration; Organizational Change and Adaptation; Marketing Strategy; Service Operations; Organizational Structure; Organizational Culture; Brands and Branding; Consulting Industry

December 1992 (Revised October 1993)
Case

BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

By: Stephen A. Greyser and Wendy Smith Schille

Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details

Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry

01 Jun 2017
News

Surveying Students’ Summer Plans

brands (like Tim Tams), so I was looking for an opportunity to work on strategic brand initiatives with a firm that has similarly beloved products. Also, my wife and I enjoy outdoor activities and have heard... View Details

Keywords: Julia Hanna

Daniel F. Gerber, Jr.

to advertise his product for 15 cents a can to build a vibrant wholesale business. The now famous “Gerber baby symbol” was introduced to build brand identity and reassure skeptical consumers. Though it took ten years to build a wholesale... View Details

Keywords: Food & Tobacco

17 Jul 2020
News

Support System

a B2B company that supplied bulk shea butter to brands and distributors. Akuete initially started down a different career path, having taken a job at JPMorgan Chase after business school. But when her mother became ill in 2015, Akuete... View Details

Keywords: Maureen Harmon

Robert W. Woodruff

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

25 Jan 2011
First Look

First Look: Jan. 25

PublicationsThe Strategic Use of Brand Biographies Authors:Jill Avery, Neeru Paharia, Anat Keinan, and Juliet Schor Publication:Research in Consumer Behavior (forthcoming) Abstract We introduce the concept of a View Details

Keywords: Sean Silverthorne

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

Fast Answer

Business of Sports

demographics, brand shares, consumer market size, imports and sponsorship for all major sports. Statista Dossiers and reports covering the sports industry, the sports betting industry, and sport participation for U.S. and... View Details

01 Mar 2005
News

Lighting It Up

used to be a one-season event,” Wilkins noted. “Now most customers want to leave lighting up year-round because it signifies a special event.” Wilkins is excited by the prospect that more American cities may come to look like Hong Kong and thrilled to be involved in... View Details

Keywords: lighting; Electric Power Generation, Transmission, Distribution; Utilities

01 Sep 2005
News

Perfection’s Price

Although the Lane Bryant brand continues to thrive, the Kaplans saw a need for more choice in color, styles, cut, and price. At Fashion To Figure (named so because “Gram used to say you should never ask women to conform their figures to... View Details

Keywords: Margie Kelley; Clothing and Clothing Accessories Stores; Retail Trade

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

Find at Harvard

February 2003 (Revised April 2004)
Case

Pharmaceutical Industry, The: Challenges in the New Century

By: Stephen P. Bradley and James Weber

Provides a broad overview of the numerous internal and external forces that were driving change in the global pharmaceutical industry in 2003. These forces--including downward price pressures, political and social pressures, increased development costs, new... View Details

Keywords: Business Model; Change; Cost; Price; Globalization; Government and Politics; Brands and Branding; Industry Growth; Society; Competition; Consolidation; Technology; Pharmaceutical Industry

April 1990
Case

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program

By: Stephen A. Greyser and Norman Klein

Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used... View Details

Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations