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  • August 2024 (Revised December 2024)
  • Case

Influencer-Led Brand Building: Hairitage and the McKnights

By: William R. Kerr, Daniel O'Connor and James Palano
Longtime hairstyle influencer Mindy McKnight had been building her “Cute Girls Hairstyles” audience across numerous online platforms for nearly two decades. Brand incubator Maesa took an innovative approach to producing successful brands: identifying white space in the... View Details
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  • 04 Jun 2014
  • What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

choice, why would you have to be brand loyal?" Consumer loyalty, he continued, "will vary and fluctuate on a technological continuum of innovation/change (loyal one day and maybe not the next)." Based on personal... View Details
Keywords: by James Heskett; Consumer Products; Consumer Products; Consumer Products

    Kris Johnson Ferreira

    Kris Ferreira is the Edgerley Family Associate Professor of Business Administration in the Technology and Operations Management (TOM) Unit. She teaches the Supply Chain Management course in the MBA elective curriculum and analytics in numerous Executive Education... View Details

    Keywords: retailing
    • 02 Jun 2016
    • Blog Post

    Applying to the JD/MBA Program

    Applying to business school can be a stressful and time consuming endeavor. For those who hope to pursue a joint degree, the application process is doubly demanding.   Joanna Cornell and Bhargav Srinivasan are both one year into their... View Details
    • October 1995 (Revised June 1996)
    • Case

    Li & Fung (Trading) Ltd.

    Li & Fung, one of the largest export trading companies in Asia, works primarily as an agent to connect U.S. and European manufacturers and retailers of nondurable, mass-market consumer goods with suppliers located all over East Asia who manufacture products according... View Details
    Keywords: Networks; Marketplace Matching; Supply Chain Management; Trade; Manufacturing Industry; Retail Industry; Asia; United States; Europe
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    • 20 Feb 2017
    • Research & Ideas

    Having No Life is the New Aspirational Lifestyle

    an aspirational lifestyle. “The new conspicuous consumption is about saying, I am the scarce resource, and therefore I am valuable” The finding suggests a new way for marketers to sell their products and services to consumers by... View Details
    Keywords: by Michael Blanding
    • 09 Sep 2015
    • HBS Seminar

    Judith A. Chevalier, Yale University

    • 08 Apr 2014
    • First Look

    First Look: April 8

      Publications August 2013 Journal of Consumer Research Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride By: Bellezza, Silvia, and Anat Keinan Abstract—This research examines how core View Details
    Keywords: Sean Silverthorne
    • October 2023
    • Case

    Shredder Setups or Straightlining into Risk?: Investing in What You Love

    By: Lauren Cohen and Grace Headinger
    Bob Hall, President of Green Gables Partners, evaluated whether to angel invest into an up-and-coming ski brand. As the son-in-law of the founder of Vera Bradley and having retired from a lengthy career on Wall Street, Hall was well-versed in both direct investing and... View Details
    Keywords: Family Office; Angel Investors; Direct Investment; Family Business; Business Growth and Maturation; Small Business; Financial Strategy; Personal Finance; Investment Portfolio; Private Equity; Decision Choices and Conditions; Risk and Uncertainty; Consumer Products Industry; Montana; United States
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    • July 2004 (Revised October 2018)
    • Case

    Opium and Entrepreneurship in the Nineteenth Century

    By: Geoffrey Jones, Elisabeth Koll and Alexis Gendron
    This case examines the role of Jardine Matheson, a trading company founded by two Scottish merchants, in the opium trade between India and China during the nineteenth century. The two Opium Wars fought between Western powers and China, which sought to stop opium... View Details
    Keywords: History; Globalized Economies and Regions; Ethnicity; Multinational Firms and Management; Groups and Teams; Trade; Social and Collaborative Networks; China; United Kingdom
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    • July – August 2008
    • Article

    Should You Invest in the Long Tail?

    By: Anita Elberse
    The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details
    Keywords: Demand and Consumers; Distribution Channels; Sales; Marketing Strategy; Online Technology; Motion Pictures and Video Industry; Music Industry; Retail Industry
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    • 06 Sep 2005
    • Research & Ideas

    When Product Variety Backfires

    Prius, would be a good example. In spite of great technological innovation, the Prius drives like any other car on the road. As a result, consumers don't need to change anything about the way they interact... View Details
    Keywords: by Poping Lin; Consumer Products
    • 28 Jun 2007
    • Working Paper Summaries

    Film Rentals and Procrastination: A Study of Intertemporal Reversals in Preferences and Intrapersonal Conflict

    Keywords: by Katy Milkman, Todd Rogers & Max H. Bazerman; Entertainment & Recreation
    • 2022
    • Book

    Purpose + Profit: How Business Can Lift Up the World

    By: George Serafeim
    The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.

    We not only... View Details
    Keywords: ESG (Environmental, Social, Governance) Performance; Profitability; Business And Society; Organizations; Mission and Purpose; Goals and Objectives; Social Issues; Environmental Sustainability; Value Creation; Organizational Change and Adaptation
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    • June 7, 2016
    • Comment

    Can Brand Trump Win a Presidency?

    By: John A. Quelch
    In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and... View Details
    Keywords: Brand; Umbrella Brands; Political Brands; Political Campaigns; Successful Brands; Personal Brand; Demographics; History; Information; Innovation and Invention; Leadership; Management; Marketing; Outcome or Result; Problems and Challenges; Strategy; Value; Public Administration Industry; Public Relations Industry; United States
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    • 12 Feb 2008
    • First Look

    First Look: February 12, 2007

    case explores French consumer goods company Danone's novel approach to knowledge management. In 2007, Human Resource Chief (Executive Vice President) Franck Mougin assesses the company's knowledge-sharing... View Details
    Keywords: Martha Lagace

      Jill J. Avery

      Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

      Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
      • March 2015
      • Case

      Unilever: Combatting Global Food Waste

      By: David F. Drake, Janice H. Hammond and Matthew G. Preble
      The global consumer goods company Unilever was on pace to hit a number of aggressive targets by 2020 as part of the Unilever Sustainable Living Project, including a goal to halve the waste associated with the disposal of its products. Unilever's chief supply chain... View Details
      Keywords: Food Waste; Sustainable Business And Innovation; Sustainable Supply Chains; Sustainable Operations; Organization Alignment; Environmental Sustainability; Operations; Supply Chain Management; Growth and Development Strategy; Food; Agribusiness; Strategy; Organizational Change and Adaptation; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America; Europe; Asia; Africa; Latin America; India
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      • 15 May 2007
      • First Look

      First Look: May 15, 2007

        Working PapersI'll Have the Ice Cream Soon and the Vegetables Later: Decreasing Impatience over Time in Online Grocery Orders Authors:Todd Rogers, Katherine L. Milkman, and Max H. Bazerman Abstract How do decisions for the near future differ from decisions for the... View Details
      Keywords: Martha Lagace
      • January 2018
      • Case

      Trian Partners' Proxy Contest at Procter & Gamble

      By: Suraj Srinivasan and Quinn Pitcher
      In July 2017, activist hedge fund Trian Partners announced that it was launching a proxy fight at U.S. consumer goods giant Procter & Gamble. P&G would be the largest company ever subjected to a proxy fight, as Trian sought to have its CEO, Nelson Peltz, elected to the... View Details
      Keywords: Investment; Corporate Governance; Institutional Investing; Investment Activism; Business and Shareholder Relations; United States
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