Publications
Publications
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- All HBS Web
(2,171)
- Faculty Publications (611)
- June 2012
- Article
Leadership Is a Conversation
By: Boris Groysberg and Michael Slind
Globalization and new technologies have sharply reduced the efficacy of command-and-control management and its accompanying forms of corporate communication. In the course of a recent research project, the authors concluded that by talking with employees, rather than... View Details
- May 2012
- Case
Quietly Brilliant: Transformational Change at HTC
By: Michael L. Tushman and Kerry Herman
The case examines smartphone maker HTC's 2006 decision to become a branded company. The case focuses on the cultural and organizational shifts HTC underwent to successfully make the transition from an ODM, founded in 1997, to a leading branded manufacturer (7% market... View Details
- May 2012 (Revised September 2012)
- Case
HTC Corp. in 2012
By: David B. Yoffie, Juan Alcacer and Renee Kim
After 15 years of remarkable achievements, Taiwan-based HTC Corp. faced difficult times by 2012. CEO Peter Chou, who drove HTC's transformation from an unknown manufacturer of PDAs for other companies to a well-known global player in smartphones, faced an uncertain and... View Details
Keywords: Corporate Social Responsibility; Telecommunications; Brand Management; Economies Of Scale And Scope; Market Positioning; Intellectual Property Management; Technological Innovation; Information Infrastructure; Competitive Strategy; Innovation and Invention; Patents; Product Positioning; Telecommunications Industry; Taiwan
- April 2012 (Revised May 2012)
- Case
EILEEN FISHER: Repositioning the Brand
By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details
Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry
- March 2012
- Article
Managing Political Risk in Global Business: Beiersdorf 1914-1990
By: Geoffrey Jones and Christina Lubinski
This article is concerned with business strategies of political risk management during the twentieth century. It focuses especially on Beiersdorf, a pharmaceutical and skin care company in Germany. During World War I, the expropriation of its brands and trademarks... View Details
- February 2012 (Revised August 2013)
- Case
What's the Deal with LivingSocial?
By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini
Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details
- 2012
- Chapter
The Relational Roles of Brands
By: Jill Avery
In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how... View Details
- 2012
- Case
Zhejiang Semir Garment Co., Ltd.
By: F. Warren McFarlan, Jie Jiao and Yuren Fang
With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands... View Details
- 2012
- Teaching Note
Zhejiang Semir Garment Co., Ltd. (TN)
By: F. Warren McFarlan, Jie Jiao and Yuren Fang
With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands... View Details
- December 2011 (Revised April 2013)
- Case
Brasil Foods
By: David E. Bell and Natalie Kindred
In mid-2011, the management of Brasil Foods, a leading Brazilian branded foods producer and protein exporter, is evaluating strategies for international and domestic growth. The team has just received approval from Brazil's antitrust authorities to complete the merger... View Details
- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
- July 2011 (Revised April 2012)
- Case
The Clorox Company: Leveraging Green for Growth
By: Elie Ofek and Lauren Barley
The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011.... View Details
- 2011
- Working Paper
Managing Political Risk in Global Business: Beiersdorf 1914-1990
By: Geoffrey Jones and Christina Lubinski
This working paper examines corporate strategies of political risk management during the twentieth century. It focuses especially on Beiersdorf, a German-based pharmaceutical and skin care company. During World War I the expropriation of its brands and trademarks... View Details
- June 2011 (Revised July 2012)
- Case
Reversing the AMD Fusion Launch
By: Elie Ofek and Ryan Johnson
AMD management needs to make a critical decision on the launch sequence of its next-generation technology called Fusion. The Fusion processor concept merges the central and graphics processing units (CPU and GPU) onto one chip-- yielding advantages in performance... View Details
- June 2011 (Revised December 2013)
- Case
FIJI Water: Carbon Negative?
By: Francesca Gino, Michael W. Toffel and Stephanie van Sice
Seeking to go beyond global best practices in reducing environmental impacts, FIJI Water, a premium artesian bottled water company in the United States, launched a Carbon Negative campaign that would offset more greenhouse gas emissions than were released by the... View Details
- June 2011 (Revised May 2012)
- Case
Procter & Gamble: Marketing Capabilities
By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details
- June 2011 (Revised May 2012)
- Case
L'Oréal: Global Brand, Local Knowledge
By: Rebecca M. Henderson and Ryan Johnson
Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details
- June 2011
- Background Note
It's a Social World
By: Stephen P. Bradley and Nancy Bartlett
Social media had fashioned the lives of individuals and communities by 2010, providing an opportunity and a challenge for companies of all sizes. This note provides background on various social media (e.g. social networks, forums, games and communication services) and... View Details
- June 2011 (Revised May 2012)
- Case
Reckitt Benckiser: Fast and Focused Innovation
By: Rebecca M. Henderson and Ryan Johnson
Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth... View Details
- May 2011 (Revised March 2012)
- Case
Nanda Home: Preparing for Life after Clocky
By: Elie Ofek and Jill Avery
Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding the future of her nascent company. As sales of Clocky show signs of declining, she must decide whether to... View Details