Publications

October 2007
Case

Colgate Max Fresh: Global Brand Roll-Out

By: John A. Quelch

In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details

Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico

Article

The Pitfalls of Pricing Algorithms: Be Mindful of How They Can Hurt Your Brand

By: Marco Bertini and Oded Koenigsberg

More and more companies are relying on pricing algorithms to maximize profits. The use of artificial intelligence and machine learning enables real-time price adjustments based on supply and demand, competitors’ activities, delivery schedules, and so forth. But... View Details

Keywords: Algorithmic Pricing; Dynamic Pricing; Price; Change; Information Technology; Brands and Branding; Perception; Consumer Behavior

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02 Jul 2015
News

Public-Private Alliance Can Solve Affordable Housing Crunch

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

Read Now

21 Feb 2015
News

The making of Hillary 5.0: Marketing wizards help re-imagine Clinton brand

January 1996
Background Note

Brand Valuation Methodology: A Simple Example

By: Alvin J. Silk

Provides a simple illustration of a methodology for making a financial evaluation of a brand. View Details

Keywords: Finance; Brands and Branding; Valuation

03 Jul 2025
News

Kim Kardashian, Ryan Reynolds and the Age of the Celebrity Brand

23 Dec 2009
News

Managing Starwood's Brand & Expansion Strategy

Keywords: Hospitality; Real Estate

08 Dec 2016
Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail

04 Jun 2014
What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

Summing Up Is the Potential Negative Impact of New Information Technologies on Customer Loyalties Overstated? Customers will remain loyal to brands that meet their needs, regardless View Details

Keywords: by James Heskett; Advertising; Consumer Products; Technology

March 2002 (Revised March 2008)
Case

Saudi Arabia: Getting the House in Order

By: Richard H.K. Vietor and Rebecca Evans

Provides a vehicle to explore Islamic development and political issues within BGIE (business, government, and international economy). Set in early 2002, the case focuses on Crown Prince Abdullah's efforts to liberalize a failing rentier state, that had been dependent... View Details

Keywords: Disruption; Development Economics; Non-Renewable Energy; Governing Rules, Regulations, and Reforms; International Relations; Leading Change; Saudi Arabia; Middle East

May 2023
Teaching Note

Away: Scaling a DTC Travel Brand

By: Joseph B. Fuller and Jill Avery

Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth... View Details

Keywords: Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry

23 Apr 2024
Cold Call Podcast

Amazon in Seattle: The Role of Business in Causing and Solving a Housing Crisis

Keywords: Re: Paul M. Healy; Technology

17 Mar 2020
Working Paper Summaries

From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

Keywords: by Reto Hofstetter, Gabriela Kunath, and Leslie K. John

30 Oct 2014
Working Paper Summaries

Housing Collateral, Credit Constraints, and Entrepreneurship-Evidence from a Mortgage Reform

Keywords: by Thais Laerkholm Jensen, Søren Leth-Petersen & Ramana Nanda; Construction; Real Estate; Financial Services

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

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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28 Jun 2011
News

Retsinas Says Jobless, Foreclosures Weighing on Housing

1994
Book

Adding Value: Brands and Marketing in Food and Drink

By: Geoffrey Jones and Nicholas J. Morgan

Branding is one of the most prominent topics in business today. This volume explores both the impact it has had on major products and the business strategies which have shaped the success, or failure, of these brands. Focusing on the history of marketing in the food... View Details

Keywords: Brands and Branding; Product; Business Strategy; Value; Food and Beverage Industry