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November 2009 (Revised January 2010)
Case

Communispace

By: Anat Keinan

Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing... View Details

Keywords: Customer Focus and Relationships; Brands and Branding; Product Launch; Network Effects; Social and Collaborative Networks; Online Technology; Communications Industry; Media and Broadcasting Industry

January 2024
Case

ECOALF: Fashion for the Future

By: Elizabeth A. Keenan, Diego Aparicio, Carlota Moniz and María José Satrústegui

ECOALF, a Spanish fashion brand and sustainability pioneer, aimed to tackle the industry's challenges of excessive consumption and production. The brand's mission was to create timeless apparel exclusively from recycled and eco-responsible materials, matching the... View Details

January 1989 (Revised March 1995)
Case

Du Pont Freon Products Division (A)

By: Richard H.K. Vietor and Forest L. Reinhardt

In 1988, the Du Pont Co. is abruptly confronted with solid scientific evidence that chlorofluorocarbons are destroying the earth's ozone shield. Du Pont, with its Freon brand product line serving markets for foam insulation, electronics solvents, and especially... View Details

Keywords: Business Divisions; Policy; Management; Brands and Branding; Production; Service Operations; Natural Environment; Competition; Corporate Strategy; Environmental Sustainability

18 Sep 2017
Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

funny—but remember your brand’s purpose Social media is a place where people appreciate humor—as long as it fits with the brand image, Avery says. Squatty Potty does an excellent job of engaging its audience... View Details

Keywords: by Dina Gerdeman; Advertising; Technology

06 Aug 2019
Cold Call Podcast

Super Bowl Ads Sell Products, but Do They Sell Brands?

in class, in real time, and the list of ads are almost never the same. They don't match up, and that's a big “a-ha” moment for students to think about, what is the purpose of this ad? So going back to your question of are the stakes... View Details

Keywords: Advertising; Sports; Entertainment & Recreation; Media & Broadcasting

20 Aug 2014
Research & Ideas

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

increasingly by individuals. People who use Facebook and Twitter are for all practical purposes running little media houses, and face the problem of their much larger brethren, where will the next story come from? Originality is too... View Details

Keywords: by John Deighton

2023
Working Paper

LALIGA—From a Soccer Competition Organizer to a Global Player in the Sports and Entertainment Industry

By: Stephen A. Greyser, Kenneth Cortsen and Juan Fuentes Fernández

LALIGA, the first- and second-tier professional soccer league (known as “football” outside of the U.S. and Canada) in Spain, enters its 100th soccer season later this decade. The most popular game in the world (Giulianotti, 2012) has gone through many changes since... View Details

Keywords: Soccer; ＂Sports Organizations,; Business History; Strategy; Brands and Branding; Technology Adoption; Sports Industry

August 2004
Supplement

CARE Commercials

By: John A. Quelch

Six television commercials illustrate CARE's current mission and branding strategy. Supplements the case. View Details

Keywords: Mission and Purpose; Brands and Branding

June 2010 (Revised September 2010)
Case

Atlantis Paradise Island Resort & Casino: Improving Performance with a New Vision and Mission

By: Lynda M. Applegate and Gabriele Piccoli

Atlantis Paradise Island adopted a new vision and mission to provide its guests and employees an enhanced brand experience. The dilemma Atlantis faced was how to integrate the new vision and mission into all the brand touch points in order to improve customer... View Details

Keywords: Change Management; Customer Satisfaction; Corporate Entrepreneurship; Employee Relationship Management; Brands and Branding; Service Delivery; Mission and Purpose; Performance Improvement; Accommodations Industry

2015
Chapter

The Role of Multiplier Firms and Megaprojects in Leading Change for Sustainability

By: Amy C. Edmondson, Martine Haas, John D. Macomber and Tiona Zuzul

In both the private and public sectors, organizations around the world face increasingly pressing questions about how to stimulate and manage change for long-term environmental, social, and economic sustainability. The purpose of this chapter is to highlight the roles... View Details

Keywords: Blueprint Logic; Learning Logic; Megaprojects; Multiplier Firms; Leading Change; Environmental Sustainability

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28 Nov 2007
Research & Ideas

B2B Branding: Does it Work?

cheerleader, loves the brand heritage, and is a great storyteller. The CMO sees his or her purpose as helping the CEO achieve this role. The CEO understands that building brand... View Details

Keywords: by John Quelch; Consumer Products

February 2020
Teaching Note

Essential Explorations at MUJI

By: Tomomichi Amano and Das Narayandas

Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more... View Details

Keywords: Product Portfolio Management; Brands and Branding; Product; Management; Change Management; Mission and Purpose; Retail Industry; Japan

August 2019 (Revised January 2020)
Case

Essential Explorations at MUJI

By: Tomomichi Amano, Das Narayandas, Naoko Jinjo and Akiko Kanno

Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more... View Details

Keywords: Product Portfolio Management; Brands and Branding; Product; Management; Change Management; Mission and Purpose; Retail Industry; Japan

January 2024 (Revised May 2024)
Case

Uncle Nearest: Creating a Legacy

By: Hise Gibson, Archie L. Jones, Nicole Gilmore and Ai-Ling Jamila Malone

Fawn Weaver, as a Black woman and industry outsider in a capital-intensive, highly regulated, competitive and male-dominated spirits industry, successfully overcame numerous obstacles to launch a premium American whiskey brand, Uncle Nearest in 2017, which became the... View Details

November 2008
Article

Winning the Race for Talent in Emerging Markets

By: Douglas A. Ready, Linda A. Hill and Jay A. Conger

"This war for talent is like nothing we've ever seen before," write the authors, who have spent decades studying talent management and leadership development. Recently they interviewed executives at more than 20 global companies to identify strategies for attracting... View Details

Keywords: Leadership Development; Selection and Staffing; Talent and Talent Management; Multinational Firms and Management; Organizational Culture; Recruitment; Diversity; Developing Countries and Economies

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October 2019 (Revised August 2022)
Case

Nehemiah Mfg. Co.: Providing a Second Chance

By: Michael Chu, Brian Trelstad and John Masko

In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first... View Details

Keywords: Fast Moving Consumer Goods; Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Manufacturing Industry; Ohio; United States

24 Aug 2009
Research & Ideas

SuperCorp: Values as Guidance System

internalize and use them in practice. “Societal purpose and values help meet an emerging public demand.” For vanguard companies, grounding strategy—which businesses to pursue and how—in a sense of wider societal View Details

Keywords: by Rosabeth Moss Kanter

July 2021 (Revised February 2022)
Case

Mary Kay Inc.: Enriching Women's Lives while Embracing Change

By: Elie Ofek, K. Shelette Stewart and Julia Kelley

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details

July 2022 (Revised February 2024)
Teaching Note

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-055. When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique... View Details

March 2019 (Revised April 2021)
Case

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the... View Details

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