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November 2015 (Revised November 2016)
Case

Huaxia: Building a U.S.-Style Dairy in China

By: Tarun Khanna, Nancy Hua Dai and Juan Ma

In 2015, Charles Shao, chairman of Huaxia, considered the alternatives to ensure sustainable growth of Huaxia and rebuild the overall health of China's dairy industry. He came to China in 2004 and set up Huaxia dairy farm with the goal to build a world-class dairy farm... View Details

Keywords: Entrepreneurship; Strategy; Corporate Social Responsibility and Impact; Emerging Markets; Agribusiness; Agriculture and Agribusiness Industry; China

2015
Chapter

Consuming Brands

By: Jill Avery and Anat Keinan

Traditional definitions of branding often underestimate the value a brand has for infusing a choice situation with meaning. This chapter explores how people consume brands and presents three perspectives on the meaning of brands that have diverse theoretical roots in... View Details

Keywords: Brand Building; Brand Management; Marketing; Brands and Branding

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October 2015 (Revised October 2016)
Case

Paez

By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's... View Details

Keywords: Brands; Brand Management; Brand Positioning; Entrepreneurship In Emerging Markets; Retailing; Fashion; Competitive Strategy; Marketing; Advertising; Brands and Branding; Marketing Strategy; Entrepreneurship; Competition; Fashion Industry; Retail Industry; Argentina; Spain

September 2015 (Revised March 2017)
Case

Château Margaux (Abridged)

By: Elie Ofek, Eric E. Vogt and Robert J. Dolan

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing; Brands and Branding; Marketing Strategy; Distribution Channels; Product Launch; Agriculture and Agribusiness Industry; Food and Beverage Industry; France

2015
Article

The Nobel Prize: The Identity of a Corporate Heritage Brand

By: Mats Urde and Stephen A. Greyser

Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details

Keywords: Nobel Prize; Brand Stewardship; Corporate Brand Identity; Corporate Heritage Brand; Heritage Brand Identity Process; Networked Brand; Organizations; Brands and Branding

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August 2015 (Revised March 2017)
Supplement

Planters Nuts (B): The Power of the Peanut

By: Robert J. Dolan and Donald K. Ngwe

This case picks up from the events in Planters Nuts and describes how the new management team for Planters turned the brand around in 2013 by implementing a new brand positioning accompanied by a multimillion dollar marketing campaign. View Details

Keywords: Product Positioning; Marketing; Transformation; Food and Beverage Industry

August 2015 (Revised March 2017)
Case

Planters Nuts

By: Robert J. Dolan and Donald K. Ngwe

In 2012 Planters had about $1 billion in U.S. annual revenues, but had experienced declining unit sales and household penetration over the past six years. The snack nuts category was growing overall, but household spending was shifting away from peanuts, cashews, and... View Details

Keywords: Product Marketing; Product Positioning; Marketing Strategy; Food and Beverage Industry

July 2015 (Revised April 2016)
Case

Lomography: Analog in a Digital World

By: John T. Gourville, Karol Misztal and Emer Moloney

In spite of the world's move to digital photography, in 2013 Lomography continues to design and offer analog (film) cameras to a loyal following of artistic photographers. Now it must decide whether to stick to its traditional offerings, to expand into artistic lenses... View Details

Keywords: Positioning; Product Lines; Product Line Management; Mission and Purpose; Organizational Change and Adaptation; Technological Innovation; Brands and Branding; Fine Arts Industry; Manufacturing Industry; Technology Industry

July 2015 (Revised September 2017)
Case

Ron Johnson: A Career in Retail

By: Das Narayandas, Joshua D. Margolis and Ryan Raffaelli

In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his innovation and success in shaping the retail image at Target and Apple, introduced dramatic departures... View Details

Keywords: Leadership; Leadership Development; Legal Industry; Procurement; Professional Service Firms; Pricing; Organizational Behavior Modification; Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Competition; Retail Industry; United States

2015
Chapter

Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference

By: Neeru Paharia, Jill Avery and Anat Keinan

In this chapter, we explore how brands' relationships with their competitors affect consumers' preferences. Through a series of experiments, we show that the competitive context in which a brand operates can affect consumers' purchase interest and purchase frequency.... View Details

Keywords: Brand Management; CRM; Customer Relationship Management; Marketing Strategy; Marketing; Brands and Branding; Customer Focus and Relationships; Competition; Consumer Products Industry

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June 2015 (Revised January 2017)
Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor

Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details

Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France

2015
Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details

Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry

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March 2015 (Revised December 2016)
Case

American Well: The DTC Decision

By: Elie Ofek and Natalie Kindred

In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,... View Details

2015
Chapter

The Role of Multiplier Firms and Megaprojects in Leading Change for Sustainability

By: Amy C. Edmondson, Martine Haas, John D. Macomber and Tiona Zuzul

In both the private and public sectors, organizations around the world face increasingly pressing questions about how to stimulate and manage change for long-term environmental, social, and economic sustainability. The purpose of this chapter is to highlight the roles... View Details

Keywords: Blueprint Logic; Learning Logic; Megaprojects; Multiplier Firms; Leading Change; Environmental Sustainability

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January 2015 (Revised October 2016)
Case

onefinestay: Building a Luxury Experience in the Sharing Economy

By: Jill Avery, Anat Keinan and Liz Kind

onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details

January 2015
Case

Burberry in 2014

By: Anita Elberse

In February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under their partnership, in place since 2006, Burberry's revenues have tripled to... View Details

Keywords: Management Succession; Luxury; Product Marketing; Brands and Branding; Manufacturing Industry; Fashion Industry; Great Britain

January 2015 (Revised July 2019)
Case

Rebranding Godiva: The Yıldız Strategy

By: Rohit Deshpande and Esel Çekin

This case concerns Yıldız Holding’s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its salient strategy in preserving Godiva’s “made in Belgian” brand position. Provenance Paradox, a problem faced by companies in emerging countries trying... View Details

Keywords: Branding; Internationalization; Provenance Paradox; Acquisitions; Positioning; Innovation; Customer-centricity; Brands and Branding; Marketing Strategy; Emerging Markets; Product Positioning; Change Management; Innovation and Management; Customer Focus and Relationships; Food and Beverage Industry; North America; Turkey; Japan

January 2015 (Revised March 2017)
Case

New Urban Mechanics

By: Mitchell Weiss

Funding to scale Citizens Connect, Boston's 311 app, is both a blessing and a burden and tests two public entrepreneurs. In 2012, the Commonwealth of Massachusetts provides Boston's Mayor's Office of New Urban Mechanics with a grant to scale Citizens Connect across the... View Details

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

December 2014 (Revised October 2015)
Case

Susie Mulder at NIC+ZOE

By: David Fubini, Joshua Margolis and Kerry Herman

Susie Mulder must decide how to lead NIC+ZOE—the women's apparel brand she had recently joined as CEO—from its start-up phase into a disciplined growth phase. With growing revenues, a successful product line, and savvy private equity investors, NIC+ZOE seems perfectly... View Details

Keywords: Clothing; Fashion; Fashion Design; Leadership; Leading Change; Growth and Development Strategy; Private Equity; Decision Making; Apparel and Accessories Industry

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