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  • January 2015 (Revised October 2016)
  • Case

onefinestay: Building a Luxury Experience in the Sharing Economy

By: Jill Avery, Anat Keinan and Liz Kind
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
Keywords: Luxury Goods; Brand Building; Brand Management; Hospitality; Hotels; Digital Marketing; Brand Positioning; Luxury Service; Airbnb; Sharing Economy; Collaborative Consumption; Disruptive Business Model; Travel; Alternatives To Hotel; Branding; Customer Service; Exceeding Consumer Expectations; Client Acquisition; Reputation Management; Word Of Mouth; 2-way Business Model; Marketing; Marketing Strategy; Brands and Branding; Luxury; Disruption; Business Model; Entrepreneurship; E-commerce; Accommodations Industry; Tourism Industry; Travel Industry; United Kingdom
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    Reconsidering the Urban Disadvantaged

    Villa Victoria examines how of a group of low-income Puerto Rican migrants with little formal education living in a Boston enclave resisted the efforts of the city to relocate them in the name of "urban renewal." After a successful grassroots movement, the... View Details

    • September 2020 (Revised October 2020)
    • Case

    Briscola—Pizza Society: Scaling Affordable Luxury

    By: Gary P. Pisano and Federica Gabrieli
    Riccardo Cortese and Federico Pinna were the CEOs of Briscola—Pizza Society, a restaurant chain they had founded in 2014 with a clear ambition: create a distinctive international pizza chain that would combine a fast-casual format with the devotion to quality that... View Details
    Keywords: Entrepreneurship; Growth and Development Strategy; Expansion; Geographic Location; Business Model; Ownership Type; Food and Beverage Industry; Europe; Italy
    Related
    • February 2017 (Revised November 2017)
    • Case

    1436: The First Pure Chinese Luxury Fashion Brand?

    By: Anat Keinan, Sandrine Crener and Hannah H. Chang
    The case traces the birth of 1436, a new luxury brand specializing in cashmere garments. It describes how this venture emerged organically out of a combination of manufacturing and retail expertise with the ambition of creating the first pure Chinese luxury brand. The... View Details
    Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; Global Strategy; Fashion Industry; China
    Related
    • April 2003 (Revised September 2005)
    • Case

    Celebrity Cruises, Inc.: A Taste of Luxury

    By: Frances X. Frei, Corey B. Hajim and Christian Hempell
    Describes the complex operations of the cruise industry. Positioned between luxury cruise lines and mass market lines, Celebrity struggles to find ways to create customer loyalty and increase profitability. View Details
    Keywords: Customer Satisfaction; Profit; Product Positioning; Operations; Luxury; Shipping Industry
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    • February 2017
    • Case

    Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand

    By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu
    The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese... View Details
    Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; China
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    • 2022
    • Working Paper

    Values as Luxury Goods and Political Polarization

    By: Benjamin Enke, Mattias Polborn and Alex A Wu
    Motivated by novel survey evidence, this paper develops a theory of political behavior in which values are a luxury good: the relative weight voters place on values rather than material considerations increases in income. The model predicts (i) voters who are... View Details
    Keywords: Political Polarization; Government and Politics; Moral Sensibility; Luxury; Values and Beliefs; Voting
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    • 08 Apr 2019
    • Sharpening Your Skills

    The Life of Luxury and How to Sell It

    Research released recently by iseecars.com seems to indicate a fleeting happiness with luxury cars. New buyers of BMW, Jaguar, Land Rover, Mercedes-Benz, and Porsche sell them more frequently in the first year than owners of other models.... View Details
    Keywords: by Sean Silverthorne; Auto; Retail; Fashion
    • 23 Feb 2011
    • News

    Luxury shoppers make a comeback

    • Article

    The Mass Marketing of Luxury

    By: Jose Luis Nueno and John A. Quelch
    Related
    • 24 Aug 2017
    • Cold Call Podcast

    Does Le Pliage Help or Hurt the Longchamp Luxury Brand?

    Keywords: Re: Jill J. Avery; Fashion
    • 25 May 2009
    • News

    Little luxuries bring consolation to consumers

    • 04 Mar 2025
    • News

    The Evolution of Luxury Brand Porsche

    • 24 Aug 2017
    • News

    Does Le Pliage Help or Hurt the Longchamp Luxury Brand?

    • 28 Jan 2010
    • News

    iPad: Revolutionary or merely a luxury product?

    • 2017
    • White Paper

    The Impostor Syndrome from Luxury Consumption

    By: Dafna Goor, Nailya Ordabayeva, Anat Keinan and Sandrine Crener
    Related
    • November 2014
    • Case

    Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

    By: Lena G. Goldberg, Marcel Saucet and Christine Snively
    Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details
    Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry
    Related
    • 14 Mar 2019
    • Cold Call Podcast

    How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

    Keywords: Re: Geoffrey G. Jones; Beauty & Cosmetics
    • 30 Jun 2009
    • News

    Little luxuries bring consolation to consumers

    • 29 Jul 2013

    HBS Retail & Luxury Goods Sector Webinar

    This online information session will highlight the resources available to students coming from or who are interested in pursuing a career in the Retail & Luxury Goods sector. There will be a brief presentation followed by a panel... View Details