Publications

January 2015 (Revised November 2016)
Case

La Martina: Leveraging Polo's Luxury Lifestyle

By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener

Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details

28 Mar 2023
Research & Ideas

The FDA’s Speedy Drug Approvals Are Safe: A Win-Win for Patients and Pharma Innovation

and effective in preventing severe disease, and their accelerated review will go down in history as having saved millions of lives. But COVID vaccines weren’t the first medical products to be brought to market through an expedited... View Details

Keywords: by Kasandra Brabaw; Pharmaceutical

Jung Koo Kang

Jung Koo Kang is an assistant professor in the Accounting and Management Unit. He teaches the Financial Reporting and Control course in the MBA required curriculum.

Professor Kang’s research focuses on financial technology and innovation, alternative data,... View Details

26 Sep 2011
HBS Case

HBS Cases: Lady Gaga

Searched-For Female," as recorded by Google, and made international headlines for donning a dress made of red meat, which Time Magazine called the top fashion statement of 2010. “Gaga is a marketing phenomenon” So it's almost... View Details

Keywords: by Carmen Nobel; Entertainment & Recreation; Music

Renata Gaineddenova

Renata Gaineddenova is an Assistant Professor in the Strategy Unit at Harvard Business School. Her research focuses on industrial organization and the market design of digital platforms. Prior to joining HBS, Professor Gaineddenova was a Postdoctoral Associate at... View Details

March 2019 (Revised June 2021)
Case

HelloSelf: Foundation

By: John R. Wells and Benjamin Weinstock

On January 6, 2019, HelloSelf, a London-based “BrainTech” company, founded a year earlier by Charles Wells, soft launched. The proposition was simply to help its members “Be your Best Self.” The company provided its registered members with access to a clinical... View Details

16 Mar 2009
Research & Ideas

When the Internet Runs Out of IP Addresses

roadblocks are delaying its widespread implementation, probably for many years. So what happens when the last IPv4 address is assigned? Harvard Business School professor Benjamin G. Edelman proposes a solution: Create a market for holders... View Details

Keywords: by Sean Silverthorne; Telecommunications

September 2010 (Revised February 2011)
Case

Red Lobster

By: David E. Bell and Jason Riis

Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details

Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry

Zoe Cullen graduated with a PhD from Stanford in Economics in 2016. She worked from 2016-2018 as the Chief Economist for an Asian bank on the roll out of a digital transaction platform. In 2018 she joined HBS as an Assistant Professor in the Entrepreneurial... View Details

August 2001 (Revised April 2002)
Case

Strategic Capital Management, LLC (A)

By: Mark L. Mitchell, Erik Stafford and Todd Pulvino

Strategic Capital Management, LLC, is a hedge fund that is planning to make financial investments in Creative Computers and Ubid. Creative Computers recently sold approximately 20% of its Internet auction subsidiary, Ubid, to the public at $15 per share. Ubid's stock... View Details

Keywords: Risk and Uncertainty; Business Subsidiaries; Internet and the Web; Investment Funds; Price; Performance Efficiency; Capital Markets; Auctions; Investment Return; Equity; Planning; Financial Services Industry

June 2011 (Revised May 2012)
Case

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details

Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States

September 2015
Case

Eco7: Launching a New Motor Oil

By: John Quelch and Sunru Yong

Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly motor oil. The company's performance has been mediocre, shareholder pressure is increasing, and... View Details

Keywords: Distribution Channels; Environmental Sustainability; Product Launch; Transportation; Energy Sources; Auto Industry

Jingpeng is a Ph.D. student in Marketing at Harvard Business School. Previously, he received a B.A. in Economics from the National School of Development, Peking University and a M.A. in Social Sciences, Economics from the University of Chicago. His research interests... View Details

June 2002 (Revised October 2005)
Case

Inside Intel Inside

By: Youngme E. Moon and Christina L. Darwall

In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details

Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California

June 2011
Case

Reed Supermarkets: A New Wave of Competitors

By: John A. Quelch and Carole Carlson

Reed Supermarkets is a high-end supermarket chain with operations in several Midwestern states. Meredith Collins, vice president of marketing, visits stores located in Columbus, Ohio, an important region with the largest market and the greatest impact on revenue... View Details

Keywords: Product Positioning; Marketing Strategy; Business Growth and Maturation; Competitive Strategy; Consumer Behavior; Brands and Branding; Retail Industry; Food and Beverage Industry; Ohio

September 2017 (Revised September 2023)
Case

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details

July 2003 (Revised October 2018)
Case

Starbucks: Delivering Customer Service

By: Youngme Moon and John Quelch

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details

Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry