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  • August 2016 (Revised July 2017)
  • Background Note

Brand Portfolio Strategy and Brand Architecture

By: Jill Avery
While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of... View Details
Keywords: Brand Management; Brand Portfolio; Brand Extension; Brand Portfolio Strategy; Brand Architecture; Consumer Behavior; Marketing; Brands and Branding; Marketing Strategy
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Avery, Jill. "Brand Portfolio Strategy and Brand Architecture." Harvard Business School Background Note 517-021, August 2016. (Revised July 2017.)
  • November 2006 (Revised May 2025)
  • Case

Eli Lilly: Developing Cymbalta

By: Elie Ofek and Ron Laufer
Anticipating the expiration of its Prozac patent, Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug. In particular, the company needs to decide whether to first establish that once-a-day dosing for Cymbalta... View Details
Keywords: Decision Choices and Conditions; Marketing Strategy; Product Launch; Product Development; Research and Development; Pharmaceutical Industry
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Ofek, Elie, and Ron Laufer. "Eli Lilly: Developing Cymbalta." Harvard Business School Case 507-044, November 2006. (Revised May 2025.)

    Scott Duke Kominers

    Scott Duke Kominers is a Professor of Business Administration in the Entrepreneurial Management Unit; as well as a Faculty Affiliate of the View Details

    • 02 Sep 2015
    • Research & Ideas

    Explaining China's Crash

    After more than a decade of nearly can’t-miss growth, China’s stock market began a precipitous summer slide that has spooked investors worldwide. In July, the Shanghai composite index dropped 15 percent from June, prompting the People’s... View Details
    Keywords: by Christina Pazzanese; Financial Services
    • 28 Jul 2008
    • Research & Ideas

    Making the Decision to Franchise (or not)

    challenge of serving customers with different preferences and behaviors when that model is stretched across multiple markets." As a starting point in their research, the authors focused on the organizational decision to franchise or not franchise some stores when these... View Details
    Keywords: by Julia Hanna; Retail
    • August 1984 (Revised October 1994)
    • Case

    Suave

    By: Mark S. Albion
    Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is... View Details
    Keywords: Consumer Behavior; Product Marketing; Beauty and Cosmetics Industry
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    Albion, Mark S. "Suave." Harvard Business School Case 585-019, August 1984. (Revised October 1994.)
    • February 1985 (Revised September 1988)
    • Case

    Komatsu Ltd.

    By: Christopher A. Bartlett
    Reviews and updates the structure and characteristics of the earth-moving equipment industry presented in the companion case, Caterpillar Tractor Co. After revealing that CAT has suffered major financial losses during the period from 1981 through 1984, the case... View Details
    Keywords: Financial Crisis; Machinery and Machining; Price; Growth and Development; Brands and Branding; Product Development; Production; Competitive Strategy; Global Strategy; Manufacturing Industry; Agriculture and Agribusiness Industry; Industrial Products Industry
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    Bartlett, Christopher A. "Komatsu Ltd." Harvard Business School Case 385-277, February 1985. (Revised September 1988.)
    • 28 Feb 2024
    • News

    Know Your HBS Staff: Aleksandra Kojić

    • March 2002 (Revised September 2005)
    • Case

    Robert Mondavi and the Wine Industry

    Examines the competitive challenges facing Robert Mondavi as the wine industry begins to consolidate globally. Mondavi faces challenges from foreign competitors entering the U.S. market as well as diversified global alcoholic beverage companies entering the wine... View Details
    Keywords: Plant-Based Agribusiness; Competitive Strategy; Globalized Markets and Industries; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States
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    Roberto, Michael. "Robert Mondavi and the Wine Industry." Harvard Business School Case 302-102, March 2002. (Revised September 2005.)
    • October 2016 (Revised March 2019)
    • Case

    Carrum Health: Scaling Bundled Payments

    By: Robert S. Huckman and Sarah Mehta
    Founded in 2014, Carrum Health helped self-insured employers located in three markets (San Diego, California; Seattle, Washington; and San Francisco, California) save money on their employees’ planned surgeries. It did so by contracting directly with top-quality... View Details
    Keywords: Health Financing; Health Insurance; Value-based Healthcare Reimbursements; Bundled Payments; Innovation; Scale; Health; Health Care and Treatment; Cost Management; Growth and Development Strategy; Decision Choices and Conditions; Health Industry; California; San Francisco; San Diego; Seattle
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    Huckman, Robert S., and Sarah Mehta. "Carrum Health: Scaling Bundled Payments." Harvard Business School Case 617-017, October 2016. (Revised March 2019.)
    • October 1987
    • Background Note

    High-Tech vs. Low-Tech Marketing: Where's the Beef?

    Intended to demystify the notion of high-tech marketing. Its first objective is to clarify the definition of high-tech marketing. Second, it provides a new framework for evaluating the question: "How is high-tech marketing different from traditional marketing... View Details
    Keywords: Technology; Marketing
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    Kosnik, Thomas J., and Rowland T. Moriarty Jr. "High-Tech vs. Low-Tech Marketing: Where's the Beef?" Harvard Business School Background Note 588-012, October 1987.
    • April 2002
    • Case

    Pallotta TeamWorks

    By: Allen S. Grossman and Elizabeth Kind
    Pallotta Team Works is a for-profit, privately owned company that produces multiday fundraising events for nonprofit organizations. Dan Pallotta, the 40-year-old CEO, founded the enterprise in 1992. The company has grown rapidly, having raised over $200 million for... View Details
    Keywords: For-Profit Firms; Business Model; Nonprofit Organizations; Philanthropy and Charitable Giving; Social Marketing; Marketing Strategy; Service Industry; Consulting Industry; United States
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    Grossman, Allen S., and Elizabeth Kind. "Pallotta TeamWorks." Harvard Business School Case 302-089, April 2002.
    • March 2010 (Revised April 2014)
    • Case

    American Well: The Doctor Will E-See You Now

    By: Elie Ofek and Ron Laufer
    What is next for healthcare IT provider American Well, whose innovative Online Care technology allows physicians to deliver care to patients online in real time? Using American Well's platform, patients with non-emergency health concerns can communicate with physicians... View Details
    Keywords: Entrepreneurship; Health Care and Treatment; Technological Innovation; Growth and Development Strategy; Market Entry and Exit; Service Delivery; Online Technology; Health Industry
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    Ofek, Elie, and Ron Laufer. "American Well: The Doctor Will E-See You Now." Harvard Business School Case 510-061, March 2010. (Revised April 2014.)
    • October 2010 (Revised June 2014)
    • Case

    Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard

    By: Robert S. Kaplan and Ricardo Reisen de Pinho
    A new management team at VW do Brazil develops and deploys a strategy map and Balanced Scorecard to accomplish a turnaround and cultural change after eight consecutive years of financial losses and market share declines. The team uses the strategy map to align... View Details
    Keywords: Business Cycles; Developing Countries and Economies; Management Teams; Leadership; Balanced Scorecard; Strategic Planning; Balance and Stability; Motivation and Incentives; Communication Strategy; Competitive Advantage; Auto Industry; Brazil; Germany
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    Kaplan, Robert S., and Ricardo Reisen de Pinho. "Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard." Harvard Business School Case 111-049, October 2010. (Revised June 2014.)

      Marlous van Waijenburg

      Marlous van Waijenburg is an Assistant Professor in the Business, Government, and International Economy Unit at Harvard Business School. She teaches in the MBA required curriculum.

      Professor van Waijenburg’s main... View Details

      • 07 Mar 2013
      • HBS Seminar

      Mike Toffel, Harvard Business School

        Haiyang Zhang

        Haiyang Zhang is a doctoral student in the Strategy unit at Harvard Business School. He conducts research on corporate and entrepreneurial strategy.

        Prior to pursuing his PhD, Haiyang was an engagement manager at McKinsey & Company, where he served... View Details

          Robert J. Dolan

          Robert J. Dolan is the Baker Foundation Professor at Harvard Business School. He received his Ph.D. from the University of Rochester and began his academic career in 1976 as a faculty member at the Graduate School of Business of the University of Chicago. He joined... View Details

          • December 2021
          • Case

          Burning Glass Technologies: From Data to Product

          By: Suraj Srinivasan and Amy Klopfenstein
          In May 2021, Matt Sigelman, CEO of Burning Glass Technologies, a company that provided labor market analytics for a variety of markets, navigates his company’s transition from data company to product company. Burning Glass originated as a service that used artificial... View Details
          Keywords: Information Technology; Applications and Software; Digital Platforms; Internet and the Web; Strategy; Expansion; Business Strategy; Labor; Employment; Human Capital; Jobs and Positions; Job Design and Levels; Job Search; Human Resources; Selection and Staffing; Recruitment; Employees; Retention; Competency and Skills; Experience and Expertise; Talent and Talent Management; Analytics and Data Science; Business Model; Technology Industry; North and Central America; United States
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          Srinivasan, Suraj, and Amy Klopfenstein. "Burning Glass Technologies: From Data to Product." Harvard Business School Case 122-015, December 2021.

            Edward H. Chang

            Edward Chang (he/him/his) is an Assistant Professor of Business Administration in the Negotiation, Organizations & Markets Unit at Harvard Business School. He teaches Inclusion in the MBA required curriculum and Negotiations in the MBA elective curriculum.
            View Details
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