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  • November 2015 (Revised January 2016)
  • Teaching Note

McDonald's Corporation: Managing a Sustainable Supply Chain—From Amazon Soya to Cage Free Eggs

By: Michael W. Toffel
This case provides an opportunity for students to consider how large, multinational corporations should respond when targeted by activists regarding environmental and social concerns in their supply chains. Greenpeace targeted McDonald's because its chicken supplier... View Details
Keywords: Supply Chain; Supply Chain Management; Welfare; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Brazil; United States; United Kingdom
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  • 27 Aug 2014
  • Lessons from the Classroom

Learning From Japan’s Remarkable Disaster Recovery

is that participants write up their own case studies—an opportunity usually reserved for faculty. Some of the 18 cases published or in development in the "The Great East Japan Earthquake" series include reports on Google Japan and Yahoo!; Oisix, an online... View Details
Keywords: by Sean Silverthorne; Energy; Utilities; Retail
  • 25 Feb 2025
  • Blog Post

Alumni Career Journey: Lee Scott (MBA 2023) - Scaling Climate Tech Innovation

is your current role and what steps and tactics did you use to get hired in your current position? During EC year, I focused my career search on impact investing roles. I was particularly interested in impact-first funds and growth investors in climate and View Details
  • 10 Dec 2007
  • HBS Case

One Laptop per Child

course, OLPC aspires to many more commitments to fulfill its vision of "one laptop per child." Herein, marketers find much food for thought. According to Quelch, a professor of marketing, the laptop's creation and diffusion are... View Details
Keywords: by Martha Lagace; Computer
  • 04 Apr 2007
  • Research & Ideas

The Business of Global Poverty

Every night on the outskirts of Manila, thousands of people lie down to sleep amid acres of rotting food and industrial detritus in a vast urban dumping ground called Payatas. At dawn, they rise and swarm across a featureless landscape of... View Details
Keywords: by Garry Emmons
  • 23 Apr 2001
  • Research & Ideas

Brand Power from Wedgwood to Dell: Part Two

the eighteenth-century pottery and china manufacturer; H.J. Heinz, who started the famous food company in 1869; and Marshall Field, the late nineteenth-century Chicago retailer. Below, in Part Two, Koehn shares her thoughts on how three... View Details
Keywords: by Martha Lagace
  • 24 Mar 2023
  • News

Exploring Talent Markets; Aid for Turkey

food distribution, serving 7,000 people a day. "We sent 900 tents, hundreds of toilet and shower units, and 14 large trucks full of generators, blankets, food, medical kits, and animal feed," she added. The next phase will be to build... View Details
Keywords: Margie Kelley
  • 26 Mar 2025
  • News

Alumni Explore a Changing Hong Kong; Meet the Leader: HBS Club of Singapore

Conference Looks at Future of Hong Kong as a Global Leader The HBS Association of Hong Kong (HBSAHK) celebrated the club’s 45thanniversary in February, with its 2025 Signature Conference at Cloud 39, a rooftop ballroom at The Henderson skyscraper in central Hong Kong.... View Details
Keywords: Margie Kelley
  • 04 Oct 2021
  • Blog Post

Tapping into “Nontraditional” Private Equity and Venture Capital Talent at HBS

After a year and half as a Process Engineer at Exxon Mobil in Texas, followed by a year and a half working in supply chain optimization at Pinnacle Foods in New Jersey, Sheil faced a choice – begin her MBA now or pull one more lever of... View Details
Keywords: Private Equity; Venture Capital
  • 2010
  • Article

The Strategic Use of Brand Biographies

By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry
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  • Research Summary

Overview

By: Brian L. Trelstad
The focus of my research is on the systems of social innovation. How small groups of individuals come up with new products and services targeting important problems; how they finance these initial efforts, and convert prototypes into viable organizational strategies;... View Details
Keywords: (General) Management; Social Business; Non-profit Management; Entrepreneur; Entrepreneurial Ecosystems; Entrepreneurial Finance; System Dynamics; Non-profit; Evaluation; Impact Investing; Venture Philanthropy; Social Enterprise Initiative; Advanced Leadership Initiative; Investment; Innovation and Invention; Organizations; Social Enterprise; Civil Society or Community; System; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry
  • November 2010
  • Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry
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  • February 2011
  • Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry
Related
  • December 2024
  • Case

Smithfield Cattle Company

By: Forest Reinhardt and Natalie Kindred
Keywords: Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Australia
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  • 01 Apr 2014
  • First Look

First Look: April 1

Purchase this case: http://hbr.org/product/Embrace/an/814001-PDF-ENG Harvard Business School Case 914-412 Beidahuang Beidahuang is a major new Chinese player in global grain trading that in 2013 is seeking access to grain both to help assure China's View Details
Keywords: Sean Silverthorne
  • 22 May 2012
  • First Look

First Look: May 22

contained expansion in Pakistan, exporting to nearby markets, and/or developing a global halal food brand. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/512002-PDF-ENG Shanghai Zhangjiang Hi-Tech Park Development Co., Ltd... View Details
Keywords: Sean Silverthorne
  • 22 Aug 2019
  • News

Catalyzing Africa’s Tech Sector

of very high highs, and very low lows. And my experience is really trying to balance both sides, and always constantly remember why I'm there. In terms of the highs the food is amazing, the culture is very vibrant. Lagos is probably the... View Details
  • 04 Sep 2019
  • News

Deep Dive

a revolving crew of geologists, biologists, and oceanographers who collect and analyze data from every dive. They are studying the forbidding environments and the biodiversity that thrives in these places and the ways in which life can adapt to changing temperatures,... View Details
Keywords: April White; photo by Jeff Wilson; Scientific Research and Development Services
  • 03 Sep 2018
  • News

Moving Pictures

Israeli-Palestinian conflict,” he says. “He could have bought the script for $30,000, but I wasn’t much more expensive, so he hired me.” Singer wrote or cowrote six episodes of the show over the course of the last three seasons, working his way up the View Details
Keywords: Julia Hanna; photographed by Christina Gandolfo; Arts, Entertainment
  • 01 Sep 2017
  • News

History’s Lessons

use of agricultural chemicals in this country...so that our supply of food will be reduced to [Iron Curtain] parity.” Readers and reporters jumped into the fray. Some journalists lined up with the chemical industry. A writer in the... View Details
Keywords: Abraham Lincoln; Ernest Shackelford; Rachel Carson