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    • All HBS Web  (1,915)
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      Brand StrategyRemove Brand Strategy →

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      • Article

      The Upside to Large Competitors

      By: Neeru Paharia, Anat Keinan and Jill Avery
      Large companies are often viewed as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power, and brand awareness than small ones. However, our research finds that a smaller brand can actually benefit... View Details
      Keywords: Brand Management; Competition; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States
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      Paharia, Neeru, Anat Keinan, and Jill Avery. "The Upside to Large Competitors." MIT Sloan Management Review 56, no. 1 (Fall 2014).
      • October 2014 (Revised June 2016)
      • Case

      MasterCard: Driving Financial Inclusion

      By: Sunil Gupta, Rajiv Lal and Natalie Kindred
      MasterCard CEO Ajay Banga was investing significant time and attention to increase financial inclusion among individuals with historically no access to banking or financial services in countries around the world with large underserved populations. The effort included... View Details
      Keywords: Marketing; Financial Services; Financial And Social Return; Financial Inclusion; Strategic Management; South Africa; Nigeria; Ajay Banga; Marketing Strategy; Social Marketing; Financial Services Industry; Banking Industry; South Africa; Nigeria
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      Gupta, Sunil, Rajiv Lal, and Natalie Kindred. "MasterCard: Driving Financial Inclusion." Harvard Business School Case 515-035, October 2014. (Revised June 2016.)
      • October 2014
      • Article

      Making Charity Pay

      By: Michael I. Norton and Jill Avery
      Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals, leading many companies to conclude,... View Details
      Keywords: Philanthropy; Charitable Giving; Charity; Philanthropy and Charitable Giving; Advertising; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States
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      Norton, Michael I., and Jill Avery. "Making Charity Pay." Harvard Business Review 92, no. 10 (October 2014).
      • 2014
      • Working Paper

      The Nobel Prize: A 'Heritage-based' Brand-oriented Network

      By: Mats Urde and Stephen A. Greyser
      Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

      Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
      Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
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      Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
      • Summer 2014
      • Article

      Taiwan's PC Industry, 1976–2010: The Evolution of Organizational Capabilities

      By: Howard H. Yu and Willy C. Shih
      The stellar growth of Taiwan's personal computer (PC) industry over the past three decades represents a paradox. Participating in the global production system, local firms in Taiwan grew in association with established firms in the West. Despite their technical... View Details
      Keywords: Personal Computer; PC; PC Industry; Taiwan PC Industry; Taiwan PC Manufacturers; Innovation and Invention; Innovation and Management; Innovation Strategy; Growth and Development; Growth and Development Strategy; Growth Management; Industry Clusters; Industry Growth; Industry Structures; Information Technology; Technological Innovation; Mobile Technology; Information Technology Industry; Taiwan
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      Yu, Howard H., and Willy C. Shih. "Taiwan's PC Industry, 1976–2010: The Evolution of Organizational Capabilities." Business History Review 88, no. 2 (Summer 2014): 329–357.
      • July–August 2014
      • Article

      Unlock the Mysteries of Your Customer Relationships

      By: Jill Avery, Susan Fournier and John Wittenbraker
      Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details
      Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Retail Industry; United States
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      Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.
      • June 2014 (Revised March 2016)
      • Case

      Relating to Peapod

      By: Susan Fournier and Jill Avery
      Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case... View Details
      Keywords: Brands and Branding; Customer Relationship Management; Marketing Strategy; Service Industry; Boston
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      Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.)
      • Article

      Moving from Engagement to a Real Marriage of Brand and Customer

      By: Jeffrey F. Rayport
      Keywords: Technology; Digital Services; Strategy; Internet and the Web; Marketing
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      Rayport, Jeffrey F. "Moving from Engagement to a Real Marriage of Brand and Customer." True (FleishmanHillard) (June 15, 2014).
      • June 2014
      • Article

      Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims

      By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
      Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details
      Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Advertising Industry; Consumer Products Industry
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      Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
      • May 2014 (Revised March 2017)
      • Case

      Unilever's Lifebuoy in India: Implementing the Sustainability Plan

      By: Christopher A. Bartlett

      Unilever's new Global Brand VP must not only revitalize Lifebuoy soap's sagging market performance, but simultaneously impact the health of one billion people worldwide. The latter challenge comes from Unilever's new CEO who has introduced the Unilever Sustainable... View Details

      Keywords: Multinational Management; Corporate Social Responsibility; Strategy Implementation; Marketing Strategy; Mission And Purpose; Change Management; International Business; Global; Fast-moving Consumer Goods; Soap; Corporate Social Responsibility and Impact; Health Care and Treatment; Environmental Sustainability; Global Strategy; Developing Countries and Economies; Beauty and Cosmetics Industry; Health Industry; India
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      Bartlett, Christopher A. "Unilever's Lifebuoy in India: Implementing the Sustainability Plan." Harvard Business School Case 914-417, May 2014. (Revised March 2017.)
      • Article

      Making 'Green Giants': Environment Sustainability in the German Chemical Industry, 1950s–1980s

      By: Geoffrey Jones and Christina Lubinski
      This article examines the evolution of corporate environmentalism in the West German chemical industry between the 1950s and the 1980s. It focuses on two companies, Bayer and Henkel, that have been identified as "green giants," and traces the evolution of their... View Details
      Keywords: Business History; Green Business; Regional Strategy; Pollution; Henkel; Bayer; Globalization; History; Chemical Industry; Germany; United States
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      Jones, Geoffrey, and Christina Lubinski. "Making 'Green Giants': Environment Sustainability in the German Chemical Industry, 1950s–1980s." Business History 56, no. 4 (July 2014): 623–649.
      • 2014
      • Other Teaching and Training Material

      Marketing Reading: Brand Positioning

      By: Jill Avery and Sunil Gupta
      This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
      Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
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      Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
      • April 2014 (Revised July 2017)
      • Case

      The Park Hotels: Revitalizing an Iconic Indian Brand

      By: Jill Avery and Chekitan S. Dev
      Priya Paul, chairperson of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy had identified three areas of concern: the... View Details
      Keywords: Organizational Change and Adaptation; Product Positioning; Competition; Brands and Branding; Accommodations Industry; India
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      Avery, Jill, and Chekitan S. Dev. "The Park Hotels: Revitalizing an Iconic Indian Brand." Harvard Business School Case 314-114, April 2014. (Revised July 2017.)
      • April–June 2014
      • Article

      Firmes mondialisées et imaginaire de la beauté

      By: G. Jones
      This article highlights the role of business enterprises as influences on ideals of human beauty. The homogenization of such ideals has been one of the most noteworthy features of globalization over the last two centuries. This study suggests that firms were both... View Details
      Keywords: American History; Economic History; Business History; Globalization; Entrepreneurship; History; Beauty and Cosmetics Industry; Europe; North and Central America
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      Jones, G. "Firmes mondialisées et imaginaire de la beauté." Relations internationales 157 (April–June 2014): 131–146.
      • March 2014
      • Case

      Jurlique: Globalizing Beauty from Nature and Science

      By: Geoffrey Jones and Andrew Spadafora
      Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details
      Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States
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      Jones, Geoffrey, and Andrew Spadafora. "Jurlique: Globalizing Beauty from Nature and Science." Harvard Business School Case 314-087, March 2014.
      • 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
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      Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Case 314-076, January 2014. (Revised November 2021.)
      • January 2014 (Revised January 2017)
      • Case

      Nivea (A)

      By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
      The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand... View Details
      Keywords: Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Beauty and Cosmetics Industry; Consumer Products Industry
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      Lakhani, Karim R., Johann Fuller, Volker Bilgram, and Greta Friar. "Nivea (A)." Harvard Business School Case 614-042, January 2014. (Revised January 2017.)
      • December 2013
      • Teaching Note

      Coffee Wars in India: Café Coffee Day Takes On the Global Brands

      By: David B. Yoffie
      Keywords: Coffee; Competition; Brands and Branding; Food and Beverage Industry; India
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      Yoffie, David B. "Coffee Wars in India: Café Coffee Day Takes On the Global Brands." Harvard Business School Teaching Note 714-449, December 2013.
      • November 2013
      • Teaching Note

      Cialis Lifecycle Management: Lilly's BPH Dilemma

      By: Elie Ofek and Natalie Kindred
      Keywords: Pharmaceuticals; Brand Management; Brand Equity; Brand Positioning; Product Management; Product Strategy; Pricing; Health Care; Health Care and Treatment; Product Marketing; Product Positioning; Brands and Branding; Marketing Strategy; Marketing; Product Launch; Pharmaceutical Industry; Health Industry
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      Ofek, Elie, and Natalie Kindred. "Cialis Lifecycle Management: Lilly's BPH Dilemma." Harvard Business School Teaching Note 514-009, November 2013.
      • October 2013 (Revised January 2016)
      • Case

      J.C. Penney's 'Fair and Square' Strategy (Abridged)

      By: Elie Ofek and Jill Avery
      As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details
      Keywords: Business Model; Change Management; Marketing Strategy; Price; Consumer Behavior; Decision Making; Management Teams; Brands and Branding; Retail Industry; United States
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      Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Strategy (Abridged)." Harvard Business School Case 514-063, October 2013. (Revised January 2016.)
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