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  • May 2022
  • Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States
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  • Research Summary

Utilizing Display, Feature and Price Promotions: Getting the Biggest Bang for the Buck

Firms are continuously looking for more efficient ways to influence consumers to purchase their brand. Professor Lemon is conducting research to understand what motivates consumers' purchases of products and services. Her research suggests new strategies for category... View Details
  • April 2014
  • Article

The Limits of Scale: Companies That Get Big Fast Are Often Left Behind. Here's Why.

By: Hanna Halaburda and Felix Oberholzer-Gee
The value of many products and services rises or falls with the number of customers using them; the fewer fax machines in use, the less important it is to have one. These network effects influence consumer decisions and affect companies' ability to compete. Strategists... View Details
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    American Fair Trade: Proprietary Capitalism, Corporatism, and the 'New Competition,' 1890-1940

    American Fair Trade explores the contested political and legal meanings of the term fair trade from the late nineteenth century through the New Deal era. This history of American capitalism argues that business associations partnered with... View Details

    • August 1995
    • Background Note

    Managing in an Information Age: IT Challenges and Opportunities

    By: Lynda M. Applegate
    The co-evolution of technology, work, and the workforce over the past 30 years has dramatically influenced our concept of organizations and the industries within which they compete. No longer simply a tool to support "back-office" transactions, IT has become a... View Details
    Keywords: Information Technology; Information Management; Restructuring; Technological Innovation; Corporate Strategy; Organizational Design; Organizational Change and Adaptation; Information Technology Industry
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    • October 1991 (Revised August 1993)
    • Case

    Acid Rain: Burlington Northern, Inc. (A)

    By: Forest L. Reinhardt
    Burlington Northern (BN) hauls low-sulfur coal from the northern Great Plains to electric utilities in the Midwest. Acid rain legislation may affect the geographic scope of BN's markets. Railroad managers need to assess the economic effects of acid rain controls and... View Details
    Keywords: Rail Transportation; Environmental Sustainability; Development Economics; Government Legislation; Natural Environment; Policy; Metals and Minerals; Industry Growth; Industry Structures; Rail Industry; United States
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    • 01 Nov 2016
    • First Look

    First Look - November 1, 2016

    Behavioral Decision Making The Impact of 'Display-Set' Options on Decision-Making By: Karmarkar, Uma R. Abstract—The way a choice set is constructed can have a significant influence on how individuals perceive and evaluate their options... View Details
    Keywords: Sean Silverthorne
    • 2010
    • Working Paper

    Local R&D Strategies and Multi-location Firms: The Role of Internal Linkages

    By: Juan Alcacer and Minyuan Zhao
    This study looks at the role of firms' internal linkages in highly competitive technology clusters, where much of the world's R&D takes place. The leading players in these clusters are multi-location firms that organize and integrate knowledge across sites worldwide.... View Details
    Keywords: Geographic Location; Collaborative Innovation and Invention; Technological Innovation; Knowledge Use and Leverage; Industry Clusters; Research and Development; Competitive Advantage; Semiconductor Industry
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    • 13 Mar 2019
    • News

    Why Urban Millennials Love Uniqlo

    • August 2018
    • Teaching Note

    Magpie: Developing and Using Buyer Personas

    By: Frank V. Cespedes
    Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details
    Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States
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    • Web

    Admissions & Financial Support - Doctoral

    Shunyuan Zhang Marketing Student Research Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers By: Mengjie Cheng and Shunyuan Zhang 01 JUL 2025 | Management Science Extraverts... View Details
    • 08 Mar 2016
    • Research & Ideas

    Solving an Economic Mystery Surrounding Argentina and Chile

    history that year was Dr. Andrea Lluch, from Argentina. This was the origins of a research program and conference series which led to this collaborative volume, and the Creating Emerging Markets oral history project, which began with... View Details
    Keywords: by Sean Silverthorne
    • Working Paper

    Covenant-Light Contracts and Creditor Coordination

    By: Bo Becker and Victoria Ivashina
    In 2015, 70% of newly issued leveraged loans had weaker enforcement features, called covenant-light or "cov-lite"; this is nearly a three-time increase in cov-lite issuance compared to a previous peak in 2007. We evaluate whether this development can be attributed to... View Details
    Keywords: Credit Cycles; Loan Contracts; Debt Covenants; Contracts; Financing and Loans; Credit; Borrowing and Debt
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    • Research Summary

    Overview

    Professor Sawyer’s research focuses on U.S. political economy in the late 19th and early 20th centuries, concentrating on the development of competition policy and the administrative state. While the conventional history of U.S. competition policy portrays the... View Details

    • April 2006
    • Module Note

    Cross-Border Financial Opportunities

    By: Mihir A. Desai and Kathleen Luchs
    Describes the fifth module in the International Finance course at Harvard Business School. This module explores how segmented capital markets create financing opportunities for firms and the mechanisms that evolve to take advantage of those opportunities. The issues... View Details
    Keywords: Opportunities; Capital Markets; Decisions; International Finance; Motivation and Incentives; Taxation
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    • January 2018 (Revised March 2020)
    • Case

    SAP: Branding in the Digital Age

    By: Das Narayandas and Amram Migdal
    By 2017, digital, social, and mobile technologies were rapidly changing the way many of SAP’s traditional customers did business over the last decade. In response to this trend, SAP had acquired companies with capabilities in e-commerce, human capital, workforce... View Details
    Keywords: Brand Positioning; Marketing; Sales; Brands and Branding; Strategy; Technology Industry
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      What Makes a Successful Celebrity Brand?

      Celebrity endorsements of existing brands have been a part of marketing strategy for decades. But in a world where celebrities have built enormous social media followings and have become effective influencers, many stars are making a pivot: Instead of endorsing or... View Details

      • Research Summary

      Overview

      By: Shunyuan Zhang
      Professor Zhang uses machine learning to address marketing problems that have arisen within the nascent sharing economy. She conducts rigorous analyses of structured and unstructured data generated by new sharing economy platforms to address important issues emerging... View Details
      • Research Summary

      Family, Inc. Historical Development of German and US Family Firm

      Family-owned businesses are the most common form of business organization worldwide. This project deals with the main characteristics of closely-held ownership and more precisely families as majority owners. It strives for an international comparison of family firms... View Details

      • 02 Jul 2013
      • First Look

      First Look: July 2

      positive earnings surprises and positive analyst revisions in the months following passage of the bill, as well as significantly higher future sales and profitability. We show that the more complex the legislation, the more difficulty the View Details
      Keywords: Anna Secino