Publications

17 Mar 2020
Working Paper Summaries

From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

Keywords: by Reto Hofstetter, Gabriela Kunath, and Leslie K. John

2010
Working Paper

Quality Provision, Expected Firm Altruism and Brand Extensions

By: Julio J. Rotemberg

This paper studies quality choice in a model where consumers expect firms to act altruistically. It is shown that, under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing firms (or... View Details

Keywords: Brands and Branding; Consumer Behavior; Product Development; Corporate Social Responsibility and Impact; Quality; Mathematical Methods

Read Now

03 Feb 2015
News

Jury out on how win might affect Patriots brand

January 2008 (Revised December 2011)
Case

Inner Mongolia Yili Group: China's Pioneering Dairy Brand

By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Tracy Yuen Manty

Setting up the goal to become one of the top 20 enterprises in the world dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's biggest national dairy companies, its main challenge was competing as a local company against... View Details

Keywords: Global Strategy; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Competition; Agriculture and Agribusiness Industry; China

May 2019
Case

Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

By: John A. Quelch and Katherine B. Hartman

The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details

Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry

19 May 2011
Research & Ideas

Empathy: The Brand Equity of Retail

agreed, sharing the story of a woman whose luggage was lost on the eve of her husband's funeral. Staff at a local Nordstrom store responded by staying open so she could purchase a few outfits, and her family has been loyal to the retailer ever since. "Empathy can be... View Details

Keywords: by Carmen Nobel; Health

August 2024 (Revised December 2024)
Case

Influencer-Led Brand Building: Hairitage and the McKnights

By: William R. Kerr, Daniel O'Connor and James Palano

December 2018
Teaching Note

Kodak: The Rebirth of an Iconic Brand

By: Anat Keinan, Giana M. Eckhart and Michael Beverland

Teaching Note for HBS No. 519-051. View Details

February 2018
Teaching Note

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

Teaching Note for HBS No. 518-024. View Details

January 2007 (Revised February 2010)
Case

Afghanistan 2006: Building a Brand New State

By: Noel Maurer, Debora L. Spar and J. Gunnar Trumbull

In 2006, Afghanistan remains a country in turmoil. It has a newly elected democratic government, a rebounding economy, and considerable economic potential. But the country is still torn by rival factions and dominated by the opium trade. Explores how Afghanistan has... View Details

Keywords: Developing Countries and Economies; Economic Growth; Policy; Government and Politics; Political Elections; Organizations; Outcome or Result; Afghanistan

February 2001
Teaching Note

General Brands Corporations (A) and (B) TN

By: David F. Hawkins

Article

The Post 9/11 Resilience of American Brands

By: J. Quelch and Douglas B. Holt