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  • February 1998 (Revised July 1998)
  • Case

Rob Parson at Morgan Stanley (A)

Rob Parson was a star producer in Morgan Stanley's Capital Markets division. He had been recruited from a competitor the prior year and had generated substantial revenues since joining the firm. Unfortunately, Parson's reviews from the 360-degree performance evaluation... View Details
Keywords: Management; Personal Development and Career; Performance Evaluation; Financial Services Industry
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  • June 2016 (Revised November 2021)
  • Case

chotuKool: 'Little Cool,' Big Opportunity

By: Rory McDonald, Derek van Bever and Efosa Ojomo
In 2013, a team led by Gopalan Sunderraman, vice president of corporate development at Godrej & Boyce Mfg. Co. Ltd.—one of the companies owned by Godrej Group, a large Indian conglomerate—was preparing to launch an innovative low-cost refrigerator. Developed expressly... View Details
Keywords: Disruptive Innovation; Emerging Markets; Entrepreneurship; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; India
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  • November 2018 (Revised January 2022)
  • Case

JUUL and the Vaping Revolution

By: Michael W. Toffel, John Masko and Sarah Mehta
In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Digital Marketing; Customers; Innovation and Invention; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco; California
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  • 05 Mar 2009
  • What Do You Think?

How Frank or Deceptive Should Leaders Be?

how candid can they be in expressing those doubts? The ability of a naturally pessimistic (or perhaps more realistic) CEO to adversely affect everything from market reactions to employee morale and motivation may be substantial, thereby... View Details
Keywords: by Jim Heskett
  • June 2011 (Revised June 2012)
  • Case

Sephora Direct: Investing in Social Media, Video, and Mobile

By: Elie Ofek and Alison Berkley Wagonfeld
Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
Keywords: History; Leadership; Marketing Strategy; Marketing; Emerging Markets; Investment Return; Investment Funds; Budgets and Budgeting
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    James L. Heskett

    James L. Heskett is UPS Foundation Professor Emeritus at the Harvard Business School and author of his latest book, With From Within: Build Organizational Culture for Competitive... View Details

    • December 1993 (Revised August 1998)
    • Case

    Bitter Competition: The Holland Sweetener Company versus NutraSweet (A)

    The NutraSweet Co. has very successfully marketed aspartame, a low-calorie, high-intensity sweetener, around the world. NutraSweet's position was protected by patents until 1987 in Europe, Canada, and Japan, and until the end of 1992 in the United States. The case... View Details
    Keywords: Patents; Competitive Strategy; Food and Beverage Industry; Canada; Japan; United States; Europe
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    • May 2016 (Revised June 2017)
    • Case

    India's Amul: Keeping Up with the Times

    By: Rohit Deshpandé, Tarun Khanna, Namrata Arora and Tanya Bijlani
    Amul is an Indian dairy cooperative founded in 1947—eight months before India's independence from British rule—and owned by over three million farmers in the state of Gujarat. It is India's largest food product marketing organization, selling 46 products, including... View Details
    Keywords: Globalization; Expansion; Dairy; India; Cooperatives; Milk; Leadership; Agriculture; Agribusiness; Competition; Marketing; Organizational Change and Adaptation; Agriculture and Agribusiness Industry; India
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    • May 2018
    • Supplement

    Abe on Womenomics, part 1: Introductions & Japan's Corporate Culture: Excerpt from Opening Address to the World Assembly of Women, Tokyo, August 28, 2015

    By: Boris Groysberg
    This video supplement part one of a lightly edited 2015 speech by Japanese prime minister Shinzo Abe in which he describes Womenomics--policies and aspirations to promote greater economic participation by Japan's women, thereby promoting economic growth, greater... View Details
    Keywords: Gender Equality; Japan; Leadership; Government-business Relations; Shinzo Abe; Economic Growth; Aging Society; Womenomics; Abenomics; Labor Market Discrimination; Workplace Culture; Women And Leadership; Change Management; Leading Change; Gender; Business and Government Relations; Growth and Development; Employment; Working Conditions; Japan
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    • 13 Sep 2021
    • Research & Ideas

    Science: The Unlikely Frontier for New Business Ideas

    shrinking product lifecycles and rapidly changing technology are under pressure to bring new goods to market faster. Corporate spending on research and development (R&D) in the United States has also been outpacing inflation, raising... View Details
    Keywords: by Avery Forman

      Terrence Tianshuo Shi

      Terrence Tianshuo Shi is a doctoral student at Harvard Business School. He was awarded the John M. Olin Research Fellowship in Law and Economics at Harvard Law School and named a Deloitte Foundation Doctoral Fellow for 2024. Prior to joining the doctoral program,... View Details

        Samuel B. Antill

        Samuel Antill is an assistant professor of business administration in the Finance Unit at Harvard Business School. He teaches the Finance II course in the MBA required curriculum.

        Professor Antill’s research interests are in corporate... View Details
        • November 2004 (Revised May 2005)
        • Case

        Marvel Enterprises, Inc.

        By: Anita Elberse
        The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details
        Keywords: Intellectual Property; Business Model; Brands and Branding; Marketing Strategy; Opportunities; Growth and Development Strategy; Rights; Entertainment and Recreation Industry
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        • September 2020 (Revised June 2023)
        • Exercise

        Artea: Designing Targeting Strategies

        By: Eva Ascarza and Ayelet Israeli
        This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
        Keywords: Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analytics; Data Analysis; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Algorithmic Bias; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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          Lauren Rice

          Lauren is a doctoral student in the Business Economics program. Her research interests include finance, development economics, health economics, and industrial organization. He graduated from Harvard College in 2020, where he studied Economics and... View Details
          • 23 Dec 2019
          • Blog Post

          Taking the Risk to Start a Company at Business School

          you have to go ahead and take the risk. “If you don’t ever try, you won’t know. Don’t ever wait. If there is a market opportunity, run the tests and get clarity on if you should go full throttle.” After graduation, Julie continued to work... View Details
          • 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
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          • November – December 1996
          • Article

          What Is Strategy?

          By: M. E. Porter
          Today's dynamic markets and technologies have called into question the sustainability of competitive advantage. Under pressure to improve productivity, quality, and speed, managers have embraced tools such as TQM, benchmarking, and reengineering. Dramatic operational... View Details
          Keywords: Strategy
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          • March 1994 (Revised March 1995)
          • Case

          Astra/Merck Group

          By: Frank V. Cespedes and Marie Bell
          Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to... View Details
          Keywords: Cost vs Benefits; Marketing Strategy; Distribution; Performance Evaluation; Research and Development; Risk and Uncertainty; Sales; Competitive Strategy; Pharmaceutical Industry
          Related
          • 20 Aug 2013
          • News

          What went wrong at JC Penney?