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January 2019 (Revised February 2020)
Case

World Wrestling Entertainment, Inc.

By: Anita Elberse and Melissa Rodman

World Wrestling Entertainment, Inc. (WWE) develops and presents scripted hero-versus-villain storylines featuring its wrestlers at hundreds of live events—on several weekly television shows, on its own over-the-top streaming service, and on social media—to millions of... View Details

Keywords: Superstars; Talent; Talent Development; Labor Economics; General Management; Entertainment; Sports; Media; Talent and Talent Management; Contracts; Marketing; Strategy

January 2019 (Revised October 2019)
Case

Glossier: Co-Creating a Cult Brand with a Digital Community

Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details

January 2019 (Revised February 2019)
Supplement

The a2 Milk Company

By: Benjamin C. Esty, Daniel Fisher and Greg Saldutte

The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and... View Details

January 2019 (Revised October 2020)
Technical Note

Brand Storytelling

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details

Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry

January–February 2019
Article

What Does Your Corporate Brand Stand For?

By: Stephen A. Greyser and Mats Urde

While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
A strong corporate identity provides direction and... View Details

Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy

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December 2018 (Revised May 2019)
Case

Bord Bia: Strategically Growing Irish Exports

By: Jose B. Alvarez, Forest L. Reinhardt and Emer Moloney

Agriculture was Ireland’s largest indigenous industry. Its agri-food sector was export driven, with almost 90% of production exported. Bord Bia was the Irish government agency charged with the promotion, trade development, and marketing of the Irish food, drink, and... View Details

December 2018
Case

Corporate Transformation at Merck KGaA, Darmstadt, Germany

By: Joseph B. Fuller, Amy C. Edmondson, Daniela Beyersdorfer and Tonia Labruyere

When Stefan Oschmann became CEO and chairman of the executive board of Merck KGaA, Darmstadt, Germany, in 2016, the company had started its transformation from a mid-tier traditional German industry player to a global modern science and technology player. The... View Details

Keywords: Corporate Governance With Family Ownership; Transformation; Change Management; Restructuring; Corporate Governance; Family Ownership

December 2018
Case

Choosy

By: Jeffrey J. Bussgang and Julia Kelley

Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; North America

December 2018
Teaching Note

The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

By: Stephen A. Greyser and Mats Urde

A classroom guide to teaching the case, “The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize” (HBS No. 5-919-410). A fictional case protagonist must present his evaluation to the Nobel Foundation of the scandal affecting one of the Nobel... View Details

Keywords: Nobel Prize; Swedish Academy; Scandal; Reputation; Brands and Branding; Crisis Management

December 2018
Case

The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

By: Stephen A. Greyser and Mats Urde

This case focuses on the potential for “reputational contagion” to the Nobel Prize from a scandal affecting one of its independent network member entities, the Swedish Academy. The latter is responsible for selecting the Nobel Prize in Literature, by appointment of... View Details

Keywords: Nobel Prize; Swedish Academy; Scandal; Reputation; Brands and Branding; Crisis Management

December 2018 (Revised October 2019)
Case

Barteca: The Challenge and Opportunity of Private Equity

By: Lena G. Goldberg and Michael S. Kaufman

Andy Pforzheimer and Sasa Mahr-Batuz, co-founders of a highly successful seven-location restaurant brand, had just opened the first location of a new brand. They had mapped out future expansion for both brands but wondered if, rather than lining up an assortment of... View Details

Keywords: Restaurants; Brands and Branding; Expansion; Private Equity; Strategy; Decision Making

December 2018 (Revised December 2019)
Case

Commonwealth Joe Coffee Roasters

By: Alexander MacKay and Ramon Casadesus-Masanell

At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they... View Details

Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Food and Beverage Industry

December 2018 (Revised June 2019)
Case

Wolfgang Puck: Setting the Table for the Future

By: Boris Groysberg and Matthew G. Preble

Chef Wolfgang Puck oversees a disparate business empire that includes fine dining restaurants, a catering business, and various licensed products that run from cookware, to soup, to fast-casual restaurants. His businesses activities are divided among three separate... View Details

Keywords: Brands and Branding; Growth and Development; Management Systems; Business Processes; Leadership; Transition; Food and Beverage Industry; Food and Beverage Industry

December 2018 (Revised October 2020)
Case

Shiseido: Reinvesting in Brand

By: Jill Avery and Nobuo Sato

Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details

December 2018 (Revised August 2019)
Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details

Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; North America

November 2018 (Revised April 2019)
Case

Zespri Grows

By: David E. Bell and Natalie Kindred

Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details

November 2018
Case

The Bundesliga in the U.S.

By: Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer

The Bundesliga, Germany’s premier football (soccer) league, is assessing its global broadcast and marketing strategy, with special focus on the very lucrative but highly competitive U.S. market. Its CEO Christian Seifert believed that a strong international position... View Details

Keywords: Media; Sports; Global Strategy; Marketing Strategy; Competitive Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; United States

November 2018
Case

Yatooq: Longing for Arabic Coffee

By: Mark Roberge, Gamze Yucaoglu and Samer Al-Rachedy

As one of the few female entrepreneurs in Saudi Arabia, Lateefa Alwaalan had been trying to produce the perfect cup of Arabic coffee for over a decade. In 2007, she began testing various coffee blends, which she later branded Yatooq, the Arabic word for “craving” or... View Details

November 2018 (Revised January 2022)
Case

JUUL and the Vaping Revolution

By: Michael W. Toffel, John Masko and Sarah Mehta

In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details

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