Publications

Web

Placement - Doctoral

Goor Marketing, 2020 Placement: London Business School Dissertation: Branding in the New World: How Accessible Information, Social Media, and Changing Values Impact Symbolic Consumption Advisors: Anat Keinan... View Details

November 1994 (Revised February 1997)
Case

Levi Strauss & Co.: Global Sourcing (A)

By: Lynn S. Paine and Jane Palley Katz

In 1993, senior managers at Levi Strauss & Co., the world's largest brand-name apparel manufacturer, were deciding whether the company should have a business presence in China, given the human rights and other problems there. The China Policy Group has been asked to... View Details

Keywords: Management Teams; Decisions; Management Skills; Trade; Brands and Branding; Rights; Ethics; Foreign Direct Investment; Apparel and Accessories Industry; China

June 2002
Case

Vans: Skating on Air

By: Youngme E. Moon and David Kiron

Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines... View Details

Keywords: Brands and Branding; Product Launch; Demand and Consumers; Product Development; Value Creation; Apparel and Accessories Industry; Retail Industry; California

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

of politics is higher than it has been in the last couple of decades. Also, one way of viewing local elections and political primaries is as a product development process for the major parties. Letting voters choose among a diverse array of candidates with distinct... View Details

Keywords: by Sean Silverthorne

12 Feb 2008
First Look

First Look: February 12, 2007

Helper's brand management team resulted in two potential solutions: (1) to reduce production costs through the simplification of the Hamburger Helper line by reducing the complexity of the product and eliminating the less successful SKUs.... View Details

Keywords: Martha Lagace

22 Nov 2023
Research & Ideas

Humans vs. Machines: Untangling the Tasks AI Can (and Can't) Handle

people, deeply in your context,” explains Edward McFowland III, assistant professor at Harvard Business School and one of the study’s authors. "The challenge right now is that this is brand new. Companies cannot simply ignore these tools,... View Details

Keywords: by Rachel Layne; Information Technology; Technology

December 1997 (Revised February 2000)
Case

Hewlett Packard: Creating, Running, and Growing an Enduring Company

By: H. Kent Bowen and Courtney Purrington

Traces the development of Hewlett-Packard Co. from a small start-up company in 1938 to a world-class manufacturer of electronic instruments and computer products. Examines the challenges of starting and running a small company, including financing, human resources... View Details

Keywords: Business or Company Management; Product Positioning; Business Growth and Maturation; Business Startups; Brands and Branding; Computer Industry; Electronics Industry

26 Jun 2023
Research & Ideas

Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks

always remember their last interaction with a brand when deciding whether to reengage—so a strong finish is worth the investment. That doesn’t have to mean fireworks, however. A furniture company may invest in a reputable delivery company... View Details

Keywords: by Michael Blanding; Entertainment & Recreation

Web

Managing the Future of Work

organization and create the workforce of the future? Spotlight How Gen AI Could Change the Value of Expertise By: Joseph B. Fuller, Matt Sigelman & Michael Fenlon MAR 2025 In the near future, gen AI is likely to affect some 50 million... View Details

27 Nov 2023
Research & Ideas

Voting Democrat or Republican? The Critical Childhood Influence That's Tough to Shake

team intend to explore their dataset further and probe how parents shape their children’s political beliefs and the interplay of these influences. “We could use this method to measure the impact [of childhood neighborhood] on brand... View Details

Keywords: by Ben Rand

15 May 2018
First Look

New Research and Ideas, May 15, 2018

productive. That’s a missed opportunity. Questioning is a powerful tool for unlocking value in companies: It spurs learning and the exchange of ideas, it fuels innovation and better performance, and it builds trust among team members. And... View Details

Keywords: Dina Gerdeman

December 2020 (Revised April 2021)
Case

Arcos Dorados: A QSR Recovery Plan

By: Forest Reinhardt, José B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal

Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s... View Details

November 2024 (Revised July 2025)
Case

Polish Agro: Where Do We Grow From Here?

By: Willy C. Shih, Lena Duchene and Daniela Beyersdorfer

By July 2024, Polish Agro had grown into one of Poland’s fastest-growing agribusinesses, with €230 million in revenue, 82 employees, and operations across Northern Poland. The company supported farmers with essential agricultural inputs like fertilizers and seeds,... View Details