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  • 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

    • 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
    • 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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    • Blog

    Is AI Coming for Your Job?

    irrelevant construct when considering how to harness generative AI capabilities. Processes ranging from negotiating contracts with vendors to developing marketing messages will be redesigned from the ground up in order to exploit the full... View Details

      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
      • 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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        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

          Jonas Heese

          Jonas Heese is a Professor of Business Administration in the Accounting & Management (A&M) Unit at Harvard Business School.He serves as a course head of Financial Reporting and Control in the MBA core curriculum and teaches The Anatomy of... View Details

          • January 1975 (Revised April 2009)
          • Case

          Optical Distortion, Inc. (A)

          A new product, contact lenses for chickens, is to be introduced by a small firm formed to market the product. An entry strategy must be planned including price, sales force, size, and location. Allows data for computation of economic benefit to farmers. Includes... View Details
          Keywords: Entrepreneurship; Price; Geographic Location; Marketing Strategy; Product Launch; Market Entry and Exit; Sales
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          • 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
          • 27 Mar 2024
          • News

          Behind the Research: Isamar Troncoso

          • 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
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          • 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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          • 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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          • November 1999
          • Case

          Long-Term Capital Management, L.P. (A)

          By: Andre F. Perold
          Long-Term Capital Management, L.P. (LTCM) was in the business of engaging in trading strategies to exploit market pricing discrepancies. Because the firm employed strategies designed to make money over long horizons--from six months to two years or more--it adopted a... View Details
          Keywords: Fluctuation; Capital; Financial Liquidity; Financing and Loans; Investment Funds; Investment Portfolio; Corporate Governance; Governing Rules, Regulations, and Reforms; Management; Risk Management; Marketing; Motivation and Incentives; Financial Services Industry
          Related
          • August 2009
          • Case

          Global Wine War 2009: New World versus Old

          By: Christopher A. Bartlett
          The case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers, the battle for the US market, the most desirable export target in 2009 due to its large, fast-growing, high-priced market segments. The case allows analysis of... View Details
          Keywords: Trade; Global Strategy; Governing Rules, Regulations, and Reforms; Consumer Behavior; Market Entry and Exit; Competition; Food and Beverage Industry
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          • 2014
          • Working Paper

          The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It

          By: Thales S. Teixeira
          Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details
          Keywords: Strategy; Advertising
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          • May 1993 (Revised December 1994)
          • Background Note

          Geography of Competition and Strategy, The

          Addresses the role of geographic scope in competition and strategy. Makes distinctions between the geographic scope of competition (or the effective area over which firms compete), the geographic scope of competitive advantage (or the geographic area from which a firm... View Details
          Keywords: Competition; Competitive Strategy; Competitive Advantage; Geographic Scope
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          • January 2007 (Revised January 2008)
          • Case

          Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

          By: John A. Quelch
          Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details
          Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry
          Related