Publications

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Marketing - Faculty & Research

community's annual 'Oscars'. The winners of this category are the Marketing cases that were used in the largest number of organizations across the globe in the preceding calendar year. Featured Case FARM Rio: Bringing a Brazilian Fashion View Details

June 2016
Teaching Note

Filene's Basement: Inside a Fired Customer's Relationship

By: Jill Avery and Susan Fournier

How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case... View Details

Keywords: CRM; Customer Profitability Analysis; Customer Lifetime Value; Consumer Behavior; Marketing; Marketing Strategy; Customer Focus and Relationships; Brands and Branding; Customer Relationship Management; Retail Industry; United States

Research Summary

Energy, IT, real estate, and sustainability

By: Rebecca M. Henderson

Professor Henderson’s current research focuses on the energy, information technology, and real estate sectors and the challenges firms encounter as they attempt to act in more sustainable ways. This work is an outgrowth of her decade-long examination of the... View Details

Career Coach

Deborah Resnick

development coach. Deborah has extensive experience helping students and alumni build confidence and effectiveness with networking and interviewing (including case interviews). She also works with career switchers, individuals looking... View Details

Keywords: Consulting; Consumer Products; Retail

June 2015 (Revised October 2015)
Case

High Liner Foods, 2015

By: John R. Wells and Galen Danskin

In 2015, Canadian-based High Liner Foods Ltd was one of North America's largest frozen fish processors with extensive shares of both the food service and retail channels in Canada, the USA and Mexico. With over C$1 billion in revenues, the company had grown four fold... View Details

Keywords: Strategic Analysis; Strategic Decision Making; Family Business; Commodities; Strategic Planning; Strategy; Competitive Strategy; Food and Beverage Industry; North America; Canada

14 Apr 2015
First Look

First Look: April 14

collection of innovative research and management insights that build upon the foundations of the first book but takes the study of brand relationships outside of traditional realms by applying new... View Details

Keywords: Sean Silverthorne

September 1998 (Revised May 1999)
Case

Arnold Communications

By: Teresa M. Amabile and Jeremiah Weinstock

The new owner and CEO of Arnold Advertising, a relatively small regional agency, aims to build it into Arnold Communications--a much larger, stronger firm competing successfully for national accounts. As part of this growth strategy, the agency develops a process for... View Details

Keywords: Management Practices and Processes; Creativity; Entrepreneurship; Advertising; Business Processes; Brands and Branding; Growth and Development Strategy; Advertising Industry

Web

Harvard Business School Online Courses & Learning Platforms

mindset and toolkit to create a viable, scalable business with minimal data, limited resources, and tight budgets. 4 weeks, 4-5 hrs/week Enroll by March 20 $1,850 Certificate New Creating Brand Value Professor Jill Avery View Details

March 2012
Case

Angry Birds

By: Sunil Gupta and Dharmishta Rood

Within months of its launch in December 2009, Angry Birds, a mobile game created by a small Finnish company, Rovio Entertainment Ltd., became an international hit. By late 2011, Rovio was not only making Angry Birds games for the iPhone, Android and other mobile... View Details

Keywords: Brands and Branding; Marketing Strategy; Diversification; Expansion; Video Game Industry; Finland

Web

Podcasts - Managing the Future of Work

on Cities, Work, and Why America Struggles to Build The Harvard urban economist assesses the post-Covid health of cities, rural development, zoning and the stagnation of the U.S. housing industry, the impact of AI, and more. Read the... View Details

January 2014 (Revised November 2021)
Case

Filene's Basement: Inside a Fired Customer's Relationship

By: Jill Avery and Susan Fournier

How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case... View Details

Keywords: CRM; Retailing; Marketing; Consumer Behavior; Customer Relationship Management; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Retail Industry; United States

Web

Video Clips - Creating Emerging Markets

consumers. Duration: 01:18 Ratan Naval Tata Ratan Naval Tata Base Of The Pyramid Ratan Naval Tata, former Chair of Tata Group in India, assesses the base of the pyramid market and the need to respect the dignity of those consumers. Duration: 02:08 Seema Aziz Seema Aziz... View Details

Program

Senior Executive Leadership Program—China

brand equity Measure, monitor, and communicate corporate performance while driving critical change Lead authentically and ethically at all levels and nurture a culture of accountability Build confidence in... View Details

Web

Podcast - Business & Environment

and scaling high-quality projects. They also discuss emerging standards, innovative financial products, and how companies can leverage VCMs to achieve net-zero goals while addressing climate risks. Building Integrity in Carbon Markets: A... View Details

March 2020 (Revised July 2022)
Case

Levi Strauss (A): A Pioneer Lost in the Wilderness

By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat

In 2011, newly appointed CEO Chip Bergh needed to urgently turn around the iconic but floundering denim apparel firm, Levi Strauss & Co. (LS&Co.) Famous for its blue jeans, LS&Co. had suffered a decline in revenue of 29% from $6.8 billion in 1997 to $4.8 billion in... View Details

Keywords: Turnarounds; Transformation; Strategy; Decision Choices and Conditions; Decision Making; Strategic Planning; Brands and Branding; Product Positioning; Product Marketing; Apparel and Accessories Industry