Publications

22 Jan 2019
First Look

New Research and Ideas, January 22, 2019

historic links with the motion picture industry and benefitting from the so-called “analog revival.” The case explores issues of cultural branding, focusing on how relevance can be built through connections to crowd cultures, communities, and other View Details

Keywords: Dina Gerdeman

Web

Publications - Faculty & Research

for All' strategy that emphasized accessibility across skin tones. The brand’s success was followed by the launch of Savage X Fenty, a lingerie line upholding... View Details Keywords: Cultural Entrepreneurship ; Brands and View Details

26 Apr 2010
Research & Ideas

When Other Companies Compete Like Crazy, Dare to Be Different

preach the importance of differentiation; in our executive suites, we build our strategies around the concepts of differentiation. But when most consumers leave their homes to purchase something as prosaic as a bottle of shampoo or a... View Details

Keywords: by Sarah Jane Gilbert

Profile

Minal Mehta

BollyX classes, I meet incredibly talented fitness instructors, dancers, and entrepreneurs who are making a real difference in people's lives by encouraging and embodying healthy living themselves. "The most challenging part is View Details

Keywords: Entrepreneurship; Services

June 2022
Case

Worten Portugal: Becoming a Digital Marketplace

By: Antonio Moreno, Pedro Amorim and Tonia Labruyere

With Amazon's entry into Portugal, Miguel Mota Freitas, CEO of Portuguese electronics chain Worten, is reflecting on their strategy of building a competitive marketplace. View Details

Keywords: Digital Transformation; Digital Strategy; Digital Platforms; Brands and Branding; E-commerce; Logistics; Service Delivery; Supply Chain; Competitive Strategy; Diversification; Consumer Products Industry; Electronics Industry; Retail Industry; Portugal; Spain

Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

Web

The Five Forces - Institute For Strategy And Competitiveness

to retain customers. Actually, entry brings new capacity and pressure on prices and costs. The threat of entry, therefore, puts a cap on the profit potential of an industry. This threat depends on the size of a series of barriers to entry, including economies of scale,... View Details

John A. Quelch

John A. Quelch is Executive Vice Chancellor and Distinguished Professor of Social Science at Duke Kunshan University. He is also John DeButts Professor at Duke University's Fuqua School of Business. Between 2017 and 2023 he was the Leonard M. Miller University... View Details

Keywords: advertising; broadcasting; consumer products; e-commerce industry; fashion; fast food; federal government; financial services; food; food processing; health care; high technology; marketing industry; media

20 May 2014
First Look

First Look: May 20

514-048 YouTube for Brands This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube... View Details

Keywords: Sean Silverthorne

27 May 2014
First Look

First Look: May 27

drove the rise in importance and prestige of American beauty brands. In the more recent past, L'Oréal has fostered a new pluralism in beauty by acquiring American and other international brands and offering global consumers a portfolio of... View Details

Keywords: Sean Silverthorne

February 2009 (Revised March 2013)
Case

Shanghai Diligence Law Firm (A)

By: Robert G. Eccles and Catherine Zhang

Shanghai Diligence Law Firm, started in January 2006, is a rapidly growing law firm in China's burgeoning legal services market. In addition to the usual challenges facing all professional service firms (picking and retaining talent and building a desired client... View Details

Keywords: Business Startups; Compensation and Benefits; Retention; Growth and Development Strategy; Service Operations; Motivation and Incentives; Legal Services Industry; China

August 2019 (Revised March 2022)
Case

Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart

By: Elie Ofek and Danielle Golan

Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted... View Details

Keywords: AI; Business Startups; Insurance; Technological Innovation; Business Model; Disruption; Brands and Branding; Growth and Development Strategy; Global Strategy; Decision Making; Insurance Industry; Technology Industry

December 1992
Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details

Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany

22 Jan 2025
Blog Post

Career Risks and Professional Growth: Finding a Fulfilling Career with Paige Arnof-Fenn (MBA 1991)

promotional items—had nothing to do with finance. She told me that what I was describing was marketing. That conversation helped me realize it was time to chart a new course. At HBS, I leaned into marketing, taking courses and building a... View Details

30 Sep 2021
Blog Post

Driving Social Impact Through Consumer Behavior: Nonprofit to Finance to Retail with Nicole Krantz (MBA 2022)

From a young age, Nicole Krantz (MBA 2022) knew she wanted to make a positive change in the world. The question she has carried with her as she builds her career is how to best combine her interests and skills to do that in her unique... View Details

Keywords: Retail

20 Dec 2022
Blog Post

7 Resolutions for Recruiting in the New Year

Whether your company is manufacturing farming equipment, advising Fortune 500 companies, or developing the next healthcare innovation, you know that the success of your business starts with people. Great teams drive great results and to View Details

Keywords: All Industries

August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

30 Sep 2002
Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

There are a couple of things I am working on at this time. One has to do with the negative effects of product variety. The basic premise is that certain types of product variety increase the attractiveness of a brand and other types of... View Details

Keywords: by Manda Mahoney

2017
Article

Natural Environmental Responsibility in Indian Corporations: A Mixed Method Study

By: Shashank Shah

The world is going through unprecedented environmental crisis. The type of destruction and dissolution of natural resources and elements by individuals and institutions that has been witnessed in the last century is much more than that witnessed in the previous... View Details

Keywords: Corporate Social Responsibility and Impact; Environmental Sustainability; Natural Environment; Management Practices and Processes; Research; Framework; India

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