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All HBS Web
(983)
- Faculty Publications (139)
- July 2021 (Revised October 2021)
- Case
Allianz Customer Centricity: Is Simplicity the Way Forward?
By: Eva Ascarza and Emilie Billaud
This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while...
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Keywords:
Simplicity;
Customer Focus and Relationships;
Customization and Personalization;
Customer Satisfaction;
Performance Efficiency;
Strategy;
Insurance Industry;
Europe;
Germany
Ascarza, Eva, and Emilie Billaud. "Allianz Customer Centricity: Is Simplicity the Way Forward?" Harvard Business School Case 522-008, July 2021. (Revised October 2021.)
- June 2021 (Revised October 2021)
- Supplement
CFM International (B): LEAPing Into the Future
By: Ranjay Gulati, Yves Doz and Kerry Herman
By 2017, after a long and highly successful run, the joint venture CFM’s and its parent firms’ leadership faces new challenges and must once again reconsider their commitment to the JV. CFM’s engines have come to dominate the narrow body aircraft market, but technology...
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- April 2021 (Revised April 2021)
- Teaching Plan
Nehemiah Mfg. Co.: Providing a Second Chance
By: Brian Trelstad and John Masko
Teaching Plan for HBS Case No. 320-008. 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...
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- February 2021 (Revised March 2022)
- Case
TikTok in 2020: Super App or Supernova?
By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors...
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Keywords:
Business Model;
Business Startups;
Business Organization;
Change Management;
Disruption;
Cross-Cultural and Cross-Border Issues;
Global Strategy;
Health Pandemics;
Innovation Strategy;
Growth and Development Strategy;
Growth Management;
Brands and Branding;
Marketing Strategy;
Marketing Channels;
Network Effects;
Digital Platforms;
Product Design;
Product Development;
Partners and Partnerships;
Opportunities;
Social Issues;
Mobile and Wireless Technology;
Internet and the Web;
Value Creation;
United States;
China
Rayport, Jeffrey F., Dan Maher, and Dan O'Brien. "TikTok in 2020: Super App or Supernova?" Harvard Business School Case 821-087, February 2021. (Revised March 2022.)
- February 2021 (Revised July 2022)
- Case
Sarah Breedlove: Changing the World
By: Robert Simons and Max Saffer
This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how...
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Keywords:
Brands;
African-american Entrepreneurs;
Entrepreneurship;
Values and Beliefs;
Personal Characteristics;
Success;
Work-Life Balance;
Business Startups;
Brands and Branding;
Marketing;
Personal Development and Career;
Beauty and Cosmetics Industry;
United States
Simons, Robert, and Max Saffer. "Sarah Breedlove: Changing the World." Harvard Business School Case 121-060, February 2021. (Revised July 2022.)
- December 2020
- Case
Château Margaux: Serving Up the Third Wine
By: Elie Ofek
In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind...
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Keywords:
Brand Management;
Pricing;
Wine Industry;
Marketing Strategy;
Product Marketing;
Performance Evaluation;
Price;
Distribution Channels;
Growth and Development Strategy;
France
Ofek, Elie. "Château Margaux: Serving Up the Third Wine." Harvard Business School Case 521-054, December 2020.
- 2020
- Working Paper
How to Build Enduring Brands in the Digital Age
By: David J. Collis and William Collis
What makes a brand last? It’s a deceptively simple question, but its answer separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the more important question: how to...
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Collis, David J., and William Collis. "How to Build Enduring Brands in the Digital Age." Harvard Business School Working Paper, No. 21-013, July 2020.
- July 2020 (Revised January 2021)
- Case
Pattern Brands
By: Sunil Gupta, Elie Ofek and Julia Kelley
In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders Nick Ling and Emmett Shine hoped to avoid the pitfalls faced by some DTC companies—such as inability to scale and...
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Keywords:
Direct-to-consumer;
Brands and Branding;
Marketing Channels;
Marketing Strategy;
Product Marketing;
Product Launch;
Product Positioning;
Business Model;
Business Startups;
Growth and Development Strategy;
Demand and Consumers;
Business Strategy;
Diversification;
Competitive Advantage;
Consumer Products Industry;
Retail Industry;
North and Central America;
United States;
New York (city, NY);
New York (state, US)
Gupta, Sunil, Elie Ofek, and Julia Kelley. "Pattern Brands." Harvard Business School Case 521-009, July 2020. (Revised January 2021.)
- June 2020
- Teaching Note
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and...
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Keywords:
Brand Management;
Brand Valuation;
Brand Equity;
Brand Value;
Mergers & Acquisitions;
Startup;
DTC;
Brand Portfolio Strategy;
Marketing;
Marketing Strategy;
Brands and Branding;
Mergers and Acquisitions;
Valuation;
Entrepreneurship;
Business Startups;
Beauty and Cosmetics Industry;
Consumer Products Industry;
United States;
Japan;
Asia;
North America
- May 2020
- Case
Big Boom Beverages: Fight or Flight?
By: Stephen A. Greyser and William Ellet
Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy drink, malt liquor, and a soft drink flavoring. They launch the business, Big Boom Beverages (BBB), with their own...
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Keywords:
Alcoholic Beverages;
Energy Drinks;
Regulation;
Entrepreneurship;
Ethics;
Marketing Communications;
Corporate Social Responsibility and Impact;
Reputation;
Communication Strategy;
Decision Making
Greyser, Stephen A., and William Ellet. "Big Boom Beverages: Fight or Flight?" Harvard Business School Brief Case 920-557, May 2020.
- February 2020
- Case
Leading Change in Talent at L'Oréal
By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney
Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful...
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Keywords:
Advertising;
Business Headquarters;
Business Divisions;
Business Organization;
Change;
Change Management;
Transformation;
Competency and Skills;
Experience and Expertise;
Talent and Talent Management;
Demographics;
Diversity;
Gender;
Nationality;
Multinational Firms and Management;
Human Resources;
Employees;
Recruitment;
Retention;
Selection and Staffing;
Innovation and Management;
Jobs and Positions;
Employment;
Human Capital;
Leadership;
Leadership Development;
Leadership Style;
Leading Change;
Management Practices and Processes;
Marketing;
Brands and Branding;
Product Marketing;
Organizations;
Organizational Change and Adaptation;
Organizational Structure;
Personal Development and Career;
Planning;
Strategic Planning;
Problems and Challenges;
Networks;
Social Psychology;
Attitudes;
Power and Influence;
Social and Collaborative Networks;
Business Strategy;
Advertising Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
France;
Paris
Ramarajan, Lakshmi, Vincent Dessain, and Emer Moloney. "Leading Change in Talent at L'Oréal." Harvard Business School Case 420-106, February 2020.
- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...
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Keywords:
Offline Sales;
Marketing Strategy;
Digital Marketing;
Growth and Development Strategy;
Consumer Products Industry;
Retail Industry
Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
- November 2019 (Revised June 2020)
- Case
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and...
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Keywords:
Personal Care;
Startup;
Brand Equity;
Brand Valuation;
Brand Value;
Brand Storytelling;
Brand Management;
Brands and Branding;
Valuation;
Marketing;
Marketing Strategy;
Mergers and Acquisitions;
Entrepreneurship;
Business Startups;
Beauty and Cosmetics Industry;
Consumer Products Industry;
United States;
Japan
Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
- November 2019
- Case
Chief: Role for Lindsay Kaplan
In 2018, Lindsay Kaplan is preparing to meet with Carolyn Childers about the possibility of co-founding Chief, a New York-based peer network for women executives. Kaplan is currently the vice president of communications and brand engagement at a successful mattress...
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Keywords:
Negotiation;
Entrepreneurship;
Leadership;
North and Central America;
United States;
New York (state, US);
New York (city, NY)
Coffman, Katherine B., Jeffrey J. Bussgang, Kathleen L. McGinn, Julia Kelley, and Katherine Chen. "Chief: Role for Lindsay Kaplan." Harvard Business School Case 920-020, November 2019.
- 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...
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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
Chu, Michael, Brian Trelstad, and John Masko. "Nehemiah Mfg. Co.: Providing a Second Chance." Harvard Business School Case 320-008, October 2019. (Revised August 2022.)
- October 2019 (Revised February 2020)
- Case
Relevent and LaLiga: Bringing Spanish Soccer to America
By: Anita Elberse and David Moreno Vicente
“Barcelona backs out of proposed LaLiga match in Miami.” It is December 2018, and Daniel Sillman, chief executive officer of sports and entertainment company Relevent, is tasked with finding a way forward after a significant setback. Relevent had found success by...
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Keywords:
Soccer;
Football;
Superstars;
Talent;
Talent Development;
General Management;
Marketing;
Entertainment;
Sports;
Media;
Talent and Talent Management;
Globalization;
Strategy;
Sports Industry
Elberse, Anita, and David Moreno Vicente. "Relevent and LaLiga: Bringing Spanish Soccer to America." Harvard Business School Case 520-021, October 2019. (Revised February 2020.)
- June 2019
- Case
Rachael Ray: Cooking Up a Brand
By: Boris Groysberg, Robin Abrahams and Kerry Herman
Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her...
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Keywords:
Personal Development and Career;
Decision Choices and Conditions;
Brands and Branding;
Entrepreneurship
Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Case 419-022, June 2019.
- April 2019
- Teaching Note
The a2 Milk Company
By: Benjamin C. Esty and Daniel Fisher
The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and...
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Keywords:
Judo Economics;
Market Entry;
Innovation;
Barriers To Response;
Industry Attractiveness;
Advantage Horizon;
Sustainability;
First-mover Advantage;
Scope;
Strategy Execution;
Strategic Evolution;
Biochemistry;
Genetics;
Branding;
Commodity;
Milk;
Dairy;
Infant Formula;
Farming;
Porter's Five Forces;
Market Entry and Exit;
Disruption;
Innovation and Invention;
Competitive Advantage;
Corporate Strategy;
Value Creation;
Competition;
Brands and Branding;
Five Forces Framework;
Consumer Products Industry;
New Zealand;
Australia;
China
- February 2019 (Revised September 2021)
- Case
The a2 Milk Company
By: Benjamin C. Esty and Daniel Fisher
The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and...
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Keywords:
Judo Economics;
Market Entry;
Innovation;
Barriers To Response;
Industry Attractiveness;
Advantage Horizon;
Sustainability;
First-mover Advantage;
Scope;
Strategy Execution;
Strategic Evolution;
Biochemistry;
Genetics;
Branding;
Commodity;
Milk;
Dairy;
Infant Formula;
Farming;
Porter's Five Forces;
Competitive Advantage;
Corporate Strategy;
Value Creation;
Competition;
Disruption;
Innovation and Invention;
Five Forces Framework;
Market Entry and Exit
Esty, Benjamin C., and Daniel Fisher. "The a2 Milk Company." Harvard Business School Case 719-424, February 2019. (Revised September 2021.)
- January 2019 (Revised January 2021)
- Case
The Louvre
By: Rohit Deshpandé, Francois-Lucien Vulliermet and Daniela Beyersdorfer
Once a royal residence and today one of the most photographed Parisian landmarks, the Louvre, home of iconic masterpieces, was the world’s largest and most visited museum in 2017. Its President Director Jean-Luc Martinez had since 2013 spearheaded its development and...
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Keywords:
Customer-centricity;
Cultural Organizations;
Museum;
Brand;
Customer Focus and Relationships;
Mission and Purpose;
Culture;
Education;
Brands and Branding;
Marketing;
Fine Arts Industry
Deshpandé, Rohit, Francois-Lucien Vulliermet, and Daniela Beyersdorfer. "The Louvre." Harvard Business School Case 519-045, January 2019. (Revised January 2021.)