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2016
Chapter

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details

Keywords: Luxury; Brands and Branding

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22 Nov 2004
Research & Ideas

Side Effects: The Case of Propecia

You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details

Keywords: by Sean Silverthorne; Health; Pharmaceutical

July–August 2021
Article

SPACs: What You Need to Know

By: Max Bazerman and Paresh Patel

Special purpose acquisition companies, or SPACs, have been around in various forms for decades, but during the past two years they’ve taken off in the United States. In 2019, 59 were created, with $13 billion invested; in 2020, 247 were created, with $80 billion... View Details

Keywords: Special Purpose Acquisition Companies; SPACs; Mergers and Acquisitions; Going Public; Investment

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August 2019 (Revised April 2021)
Case

Zillow Offers: Winning Online Real Estate 2.0

By: Luis Viceira, Marco Di Maggio and Allison Ciechanover

Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically... View Details

Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Information Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media and Broadcasting Industry; United States

2009
Other Unpublished Work

Bridge Building in Venture Capital-Backed Acquisitions

By: Paul A. Gompers and Yuhai Xuan

We study the role of common venture capital investors in alleviating asymmetric information between public acquirers and private venture capital-backed targets. We find that acquisition announcement returns are more positive for acquisitions in which both the target... View Details

Keywords: Mergers and Acquisitions; Venture Capital; Private Equity; Knowledge Sharing; Market Transactions

December 2016
Supplement

Ron Johnson: A Career in Retail

By: Ryan Raffaelli, Joshua D. Margolis and Das Narayandas

This is a video supplement, to be used when teaching the Ron Johnson case. See abstract:

In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his... View Details

Keywords: Leadership; Leadership Development; Legal Industry; Procurement; Professional Service Firms; Pricing; Competition; Organizational Behavior; Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Retail Industry; United States

January 2008 (Revised February 2010)
Case

Chocolates El Rey

By: Rohit Deshpandé, Gustavo Herrero and Regina Garcia-Cuellar

In late November 2006, Jorge Redmond, CEO of Chocolates El Rey, called a meeting with senior management to discuss the company's growth strategy. A relatively small firm with sales of around $14 million, El Rey produced top quality chocolate made with single origin... View Details

Keywords: Family Business; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Segmentation; Agriculture and Agribusiness Industry; Food and Beverage Industry; Venezuela

January 2010 (Revised April 2011)
Case

Google Inc.

By: Benjamin Edelman and Thomas R. Eisenmann

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. One... View Details

Keywords: Digital Marketing; Business Model; Growth and Development Strategy; Network Effects; Mission and Purpose; Expansion; Internet and the Web; Information Technology Industry

07 Mar 2019
Working Paper Summaries

Calculators for Women: When Identity Appeals Provoke Backlash

Keywords: by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

July 2025
Case

Greenwood Online: A Fin-Tech Service for Culture and Community (A)

By: James Riley and Bernal Cortés

In 2020, Ryan Glover and Paul Judge launched Greenwood, a fintech startup designed to counter systemic racial discrimination in the American banking ecosystem by offering accessible financial services tailored to Black and Brown communities, but available to all.... View Details

Keywords: Purpose; Identity; Cultural Branding; Impression Management; Organization Behavior; Strategic Alignment; Start-up; Mission and Purpose; Decisions; Marketing Strategy; Organizational Structure; Banking Industry; United States

July 2025
Teaching Note

Greenwood Online: A Fin-Tech Service for Culture and Community

By: James Riley and Bernal Cortés

In 2020, Ryan Glover and Paul Judge launched Greenwood, a fintech startup designed to counter systemic racial discrimination in the American banking ecosystem by offering accessible financial services tailored to Black and Brown communities, but available to all.... View Details

Keywords: Purpose; Identity; Cultural Branding; Impression Management; Organization Behavior; Strategic Alignment; Start-up; Mission and Purpose; Decision Making; Decisions; Marketing Strategy; Organizational Structure; Banking Industry; United States

August 2013 (Revised August 2014)
Case

Catalina In the Digital Age

By: Robert J. Dolan and Uma R. Karmarkar

Catalina in the Digital Age considers how a company with a dominant market position should evolve its established product lines given the rise of novel digital technologies. Since its founding in 1983, Catalina had enjoyed a distinct position in the world of consumer... View Details

Keywords: Big Data; Digital Technologies; Marketing; Customer Relationship Management; Consumer Behavior; Analytics and Data Science

April 2003 (Revised October 2004)
Case

Novartis: The Challenge of Success (A)

By: Sandra J. Sucher and Stacy McManus

Preliminary results from Phase 1 clinical trials of a newly developed compound, STI571, showed that 31 out of 31 patients with chronic myelogenous leukemia (CML) had their blood counts return to normal. In the world of oncology, this was unheard of. This was the... View Details

Keywords: Decision Making; Health Testing and Trials; Innovation and Invention; Markets; Distribution; Product Development; Production; Problems and Challenges; Research; Research and Development; Complexity; Biotechnology Industry; Pharmaceutical Industry

September 2004 (Revised February 2010)
Case

The Passion of the Christ (A)

By: John A. Quelch, Anita Elberse and Anna Harrington

Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and... View Details

Keywords: Advertising Campaigns; Film Entertainment; Marketing Strategy; Product Launch; Product Positioning; Distribution Channels; Religion; Motion Pictures and Video Industry

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

April 2025
Case

Japan Industrial Partners Powers the Leveraged Buyout of Toshiba

By: Brian K. Baik, Joseph Pacelli and James Barnett

The case explores Japan Industrial Partners (JIP) $14 billion takeover of Toshiba Corporation (Toshiba). JIP was a private equity firm that took over the troubled electronics corporation in late 2023. The deal, which had been labeled one of the largest leveraged... View Details

March 2023
Teaching Note

VideaHealth: Building the AI Factory

By: Karim R. Lakhani

Teaching Note for HBS Case No. 621-021. The case “VideaHealth: Building the AI Factory” examines the creation of dental startup VideaHealth (Videa) and the development of its artificial intelligence (AI)-led business strategy through the eyes of founder and CEO Florian... View Details

Keywords: AI and Machine Learning; Applications and Software; Business Model; Marketing Strategy; Product Development; Health Industry; Technology Industry

December 2017 (Revised November 2018)
Case

Tesla Motors (A): Financing Growth

By: Stuart C. Gilson and Sarah L. Abbott

The case analyzes the equity market value of Tesla Motors, the electric car company founded and led by Elon Musk. Wall Street analysts are wildly divided on the future growth prospects for this company, and analysts’ one year share price targets range from $160 to... View Details

Keywords: Valuation Methodologies; Investing; Equities; Public Equity; Finance; Valuation; Equity; Auto Industry; Energy Industry; United States

November 17, 2009
Article

The Dark Underbelly of Online Advertising

By: Benjamin Edelman

The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to target exactly the right customers. But online advertising is also easily subverted—letting fraudsters claim advertising fees for work they did not actually do. The... View Details

Keywords: Safety; Misleading and Fraudulent Advertising; Online Advertising; Advertising Industry

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March 2000 (Revised September 2000)
Case

yesmail.com

David Tolmie wants yesmail.com to become a leader in "permission marketing." Yesmail sends clients promotional e-mail messages to targeted consumers who said "yes" when asked whether they wished to receive promotional offers in a set of categories of interest. Tolmie... View Details

Keywords: Marketing Communications

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