Publications

June 2011 (Revised December 2013)
Case

FIJI Water: Carbon Negative?

By: Francesca Gino, Michael W. Toffel and Stephanie van Sice

Seeking to go beyond global best practices in reducing environmental impacts, FIJI Water, a premium artesian bottled water company in the United States, launched a Carbon Negative campaign that would offset more greenhouse gas emissions than were released by the... View Details

Keywords: Carbon Footprint; Carbon Offsetting; Corporate Social Responsibility and Impact; Environmental Sustainability; Brands and Branding; Negotiation Tactics; Business and Government Relations; Corporate Strategy; Food and Beverage Industry; United States; Fiji

Geoffrey Jones is the Isidor Straus Professor of Business History, and Faculty Chair of the School's Business History Initiative. He holds degrees of BA, MA and PhD from Cambridge University, UK. He has an honorary Doctorate in Economics and Business Administration... View Details

Keywords: banking; beauty products; construction; consumer products; energy; entertainment; fashion; financial services; food; food processing; green technology; petroleum; service industry

July 2008 (Revised February 2009)
Case

(PRODUCT) RED (A)

By: Youngme E. Moon, Michael I. Norton and David Chen

Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap,... View Details

Keywords: Investment Funds; Philanthropy and Charitable Giving; Brands and Branding; Marketing Strategy; Social Marketing; Social Enterprise; Africa

January 2009 (Revised March 2010)
Case

LeBron James

By: Anita Elberse and Jeff McCall

In 2005, to the astonishment of many sports industry insiders, superstar basketball player LeBron James fired his agent and established his own firm, LRMR, to handle all aspects of his business ventures and marketing activities and named his childhood friend Maverick... View Details

Keywords: Talent and Talent Management; Compensation and Benefits; Brands and Branding; Marketing Strategy; Sports; Sports Industry

14 Feb 2013
News

Heinz CEO Who Turned Food Maker Around Hints He Might Stay

January 2011 (Revised January 2014)
Case

Rebranding Gallagher

By: Rohit Deshpande and Keith Chi-ho Wong

Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand... View Details

Keywords: Globalized Firms and Management; Brands and Branding; Marketing Strategy; Distribution; Industrial Products Industry

April–June 2014
Article

Firmes mondialisées et imaginaire de la beauté

By: G. Jones

This article highlights the role of business enterprises as influences on ideals of human beauty. The homogenization of such ideals has been one of the most noteworthy features of globalization over the last two centuries. This study suggests that firms were both... View Details

Keywords: American History; Economic History; Business History; Globalization; Entrepreneurship; History; Beauty and Cosmetics Industry; Europe; North and Central America

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December 2014 (Revised July 2016)
Case

HEINEKEN—Brewing a Better World

By: Forest L. Reinhardt, José Alvarez, Tonia Junker and Daniela Beyersdorfer

The Dutch company HEINEKEN, one of the leading global brewers known for its brands like Heineken, Amstel, and Desperados and for its award-winning marketing campaigns, seeks to closely integrate its long-term sustainability "Brewing a Better World" approach into its... View Details

Keywords: Beer/brewing Industry; Sustainability; Local Sourcing; Corporate Strategy; Global Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Corporate Social Responsibility and Impact; Food and Beverage Industry

01 Aug 2017
First Look

First Look at New Research and Ideas, August 1

Brand (in)fidelity: When Flirting with the Competition Strengthens Brand Relationships By: Consiglio, I., D. Kupor, F. Gino, and M.I. Norton Abstract—We document the existence and consequences of View Details

Keywords: Sean Silverthorne

15 Jun 2016
News

How China Won the Keys to Disney’s Magic Kingdom

Rajiv Lal

Rajiv Lal, is the Stanley Roth, Sr. Professor of Retailing at Harvard Business School. He is currently teaching an elective MBA course on the Business of Smart Connected Products/IOT. He has been responsible for the retailing curriculum and has served as the course... View Details

February 2008 (Revised August 2008)
Case

Quanta Computer and the One Laptop Per Child Initiative

By: Willy Shih, Chintay Shih and Jyun-Chen Wang

When Quanta Computer, Inc., the world's largest manufacturer of laptop computers, first joined the One Laptop Per Child (OLPC) initiative, it faced a challenge trying to balance the cost objectives of a laptop computer targeted at children of the developing world with... View Details

Keywords: For-Profit Firms; Disruptive Innovation; Demand and Consumers; Supply Chain; Partners and Partnerships; Nonprofit Organizations; Hardware

29 Feb 2024
HBS Case

Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent

ends? Anita Elberse, the Lincoln Filene Professor of Business Administration at Harvard Business School, got a behind-the-scenes look from Beckham’s team at how the organization considered an offer from Authentic Brands Management for a... View Details

Keywords: by Avery Forman; Sports

March 1998 (Revised July 2001)
Case

Haier Group, The (A)

By: Lynn S. Paine and Robert J. Crawford

Zhang Ruimin, founder and CEO of China's Haier Group, must decide whether to acquire Red Star Electric Appliance Co., an insolvent local manufacturer of washing machines. Although Haier, slated to become one of China's first global brand names, has successfully turned... View Details

Keywords: Acquisition; Business or Company Management; Organizational Change and Adaptation; Organizational Culture; Success; Consumer Products Industry; China

June 2022
Case

The SAH Group: The Time is Right

By: Juan Alcacer and Alpana Thapar

In January 2021, Jalila Mezni, cofounder and CEO of the SAH Group, was preparing to present the company’s future growth plans to its board of directors. The Tunisian company was a leading producer and distributor of personal care and packaged hygiene products. In 2019,... View Details

Keywords: Growth Management; Expansion; Business Divisions; Product Positioning; Brands and Branding; Competition; Presentations; Consumer Products Industry; Tunisia; Kenya

July – August 2011
Article

The Paradox of Samsung's Rise

By: Tarun Khanna, Jaeyong Song and Kyungmook Lee

Twenty years ago, few people would have predicted that Samsung could transform itself from a low-cost original equipment manufacturer to a world leader in R&D, marketing, and design, with a brand more valuable than Pepsi, Nike, or American Express. Fewer still would... View Details

Keywords: Organizational Design; Research and Development; Marketing; Business Processes; Brands and Branding; System; Globalized Markets and Industries; Transformation; Cost; Forecasting and Prediction; Production; Quality; China; India; Turkey

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September 2017
Supplement

Taj Hotels: Leading Change, Driving Profitability (B)

By: Krishna Palepu, Anjali Raina and Rachna Chawla

The Taj Group financial in March 2017 reflects a turnaround in performance. The new branding strategy is described. View Details

Keywords: Turnaround; Hospitality Industry; Leading Change; Leadership; Brands and Branding; Marketing; Strategy; Globalization; Performance Improvement; Accommodations Industry; India

July 2015 (Revised January 2020)
Case

Horst Dassler, Adidas, and the Commercialization of Sport

By: Geoffrey Jones, Michael Norris and Sophi Kim

The case focuses on the career of Horst Dassler, the son of the founder of the German-based sports shoe manufacturer Adidas. The origins of the firm were in the interwar years, and it rose to public prominence after it provided spikes for Jesse Owens, the famous... View Details