Publications

October 2007 (Revised March 2008)
Case

Dove: Evolution of a Brand

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details

Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry

Research Summary

Social Media and Their Consequences

Social media have had negative consequences for entertainment industries such as music and motion pictures, but they have had positive implications too. This project is concerned with one aspect of these social media effects: changes in the process by which talented... View Details

Keywords: Entertainment; Social Media

August 1998 (Revised August 2002)
Case

MicroFridge: The Concept

Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an 87-pound, 4-foot-high appliance to sell to college students. Bennett must decide which markets to serve, which... View Details

Keywords: Marketing Strategy; Decision Choices and Conditions; Leadership Style; Sales; Product Development; Competitive Strategy; Partners and Partnerships; Demand and Consumers; Consumer Products Industry

Web

Alumni - Global

Michael W. Toffel (Senator John Heinz Professor of Environmental Management); Ramon Casadesus-Masanell (Herman C. Krannert Professor of Business Administration Unit Head, Strategy); Dante Roscini (MBA Class of 1952 Professor of Management... View Details

January 2011
Case

Clean Edge Razor: Splitting Hairs in Product Positioning

By: John A. Quelch and Heather Beckham

After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details

Keywords: Project Management; Interdepartmental Relations; Organizational Change; Organizational Change and Adaptation; Leadership; Conflict Management; Product Positioning; Marketing Strategy; Relationships; Product Development; Consumer Products Industry; Beauty and Cosmetics Industry

01 Feb 2001
News

What Makes a Good Leader

of the 21st century. by Deborah Blagg and Susan Young Name: John Kotter, Konosuke Matsushita Professor of Leadership Director: HBS Global Leadership Initiative Most recent book: View Details

Keywords: Management

Web

Resources - Christensen Center for Teaching & Learning

Press Teaching and the Case Method (3rd Ed) by C.R. Christensen, L.B. Barnes & A. Hansen This is a book of cases used in the development of Case Teachers. 01 JUL 1992 Harvard Business School Press Education... View Details

Web

HBR Classics - Alumni

A. Heifetz and Marty Linsky Cracking the Code of Change , Michael Beer and Nitin Nohria Leading Change - Why Transformation Efforts Fail , John P. Kotter Tipping Point Leadership , W. Chan Kim and Renee... View Details

Web

HBS - The year in Review

Frank, Jaume Plensa, John Safer, and Joel Shapiro in the School’s permanent collection. Pictured: Wind Sculpture (SG) V, 2019, by Yinka Shonibare CBE RA. Stainless steel armature with hand painted glass... View Details

Web

Healthy Outcomes - Managing the Future of Work

Stacey Vanek Smith & Cardiff Garcia 24 Dec 2018 | The Indicator William Kerr on ‘The Gift of Global Talent’ James Pethokoukis 21 Dec 2018 | AEI: Political Economy The Global HR Challenge William R. Kerr 18 Dec 2018 | HR.com The Innovation Engine View Details

Web

Biography - Institute For Strategy And Competitiveness

His research has received numerous awards, and he is the most cited scholar today in economics and business. While Michael Porter is at the core a scholar, his work has achieved remarkable acceptance by practitioners across multiple... View Details

June 1999 (Revised December 2003)
Case

Snapple

Tells the story of Snapple's rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York's Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international... View Details

Keywords: Strategic Planning; Industry Growth; Failure; Brands and Branding; Food and Beverage Industry

July 1993
Supplement

Ethics in Marketing

By: John A. Quelch

Compilation of commercials for six marketing case studies included in the book Ethics in Marketing by N. Smith and J.A. Quelch, published by Richard D. Irwin, Homewood, IL. View Details

Keywords: Marketing Communications; Advertising

12 Aug 2014
First Look

First Look: August 12

Publications August 2014 Journal of Economic Perspectives Seeking the Roots of Entrepreneurship: Insights from Behavioral Economics By: Åstebro, Thomas, Holger Herz, Ramana Nanda, and Roberto A. Weber Abstract—There is a growing body of... View Details

Keywords: Sean Silverthorne

March 2019
Case

Wattpad

By: John Deighton and Leora Kornfeld

How to run a platform to match four million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and filmmakers and book publishers. The case describes the challenges of matching readers to stories and of helping writers... View Details

September 2014 (Revised February 2015)
Case

Pfizer and AstraZeneca: Marketing an Acquisition (A)

By: John A. Quelch and James Weber

In 2014, Pfizer proposed a friendly acquisition of AstraZeneca, but the AstraZeneca board resisted over price and strategy concerns. Was this good for pharmaceutical consumers? Pfizer, like pharmaceutical companies in general, faced difficulties in growing sales due to... View Details

Keywords: Health Care Policy; Mergers And Acquisitions; Marketing; Government Relations; Crisis Management; Decision Making; Growth and Development; Management; Markets; Strategy; Pharmaceutical Industry; United Kingdom; United States