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  • All HBS Web  (1,834)
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← Page 20 of 1,834 Results →
  • March 2016 (Revised May 2018)
  • Case

ASOS PLC

By: John R. Wells and Gabriel Ellsworth
Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details
Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London
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Wells, John R., and Gabriel Ellsworth. "ASOS PLC." Harvard Business School Case 716-449, March 2016. (Revised May 2018.)
  • November 2002 (Revised December 2002)
  • Case

Calvin Klein, Inc. v. Warnaco Group, Inc.

On May 30, 2000, Calvin Klein, Inc. (CKI) filed suit against Warnaco Group, Inc. and Linda Wachner, its CEO, for breaching its jeanswear licensing and distribution contract and, in so doing, diluting the equity of its brand. On June 26, 2000, Warnaco countered with its... View Details
Keywords: Lawsuits and Litigation; Distribution Channels; Brands and Branding; Manufacturing Industry; Distribution Industry; Apparel and Accessories Industry
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Fournier, Susan M., and Jessica Boer. "Calvin Klein, Inc. v. Warnaco Group, Inc." Harvard Business School Case 503-011, November 2002. (Revised December 2002.)
  • 27 Feb 2024
  • Research & Ideas

Why Companies Should Share Their DEI Data (Even When It’s Unflattering)

increases brand attitude, and the company is seen as having more commitment to diversifying the workforce.” US law requires companies with more than 100 employees to report their workforce’s gender, race, and ethnicity by job category to... View Details
Keywords: by Shalene Gupta
  • August 2006 (Revised February 2009)
  • Case

Tanishq: Positioning to Capture the Indian Woman's Heart

By: Das Narayandas and Kerry Herman
The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been... View Details
Keywords: Customers; Brands and Branding; Product Positioning; Segmentation; Apparel and Accessories Industry; India
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Narayandas, Das, and Kerry Herman. "Tanishq: Positioning to Capture the Indian Woman's Heart." Harvard Business School Case 507-025, August 2006. (Revised February 2009.)
  • November 2017
  • Teaching Note

Reinventing Best Buy

By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 716-455. On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales.... View Details
Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Technology; Hardware; Information Technology; Internet; Mobile Technology; Online Technology; Search Technology; Software; Web; Web Sites; Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul
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Wells, John R., and Gabriel Ellsworth. "Reinventing Best Buy." Harvard Business School Teaching Note 718-442, November 2017.

    Youngme Moon

    Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

    Keywords: advertising; automobiles; automotive; clothing; communications; computer; consumer products; e-commerce industry; electronics; entertainment; fashion; high technology; home video games; information; information technology industry; internet; marketing industry; music; pharmaceuticals; toy; video games
    • July 2020
    • Teaching Note

    Shindigz

    By: Frank Cespedes
    Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded... View Details
    Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Distribution Channels; Brands and Branding; E-commerce; Consumer Products Industry
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    Cespedes, Frank. "Shindigz." Harvard Business School Teaching Note 821-024, July 2020.
    • June 2025
    • Exercise

    Full-Funnel Advertising on TikTok: An Experiment (Solution)

    By: Jeremy Yang and Ayelet Israeli
    TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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    Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
    • June 2025
    • Supplement

    Full-Funnel Advertising on TikTok: An Experiment

    By: Jeremy Yang and Ayelet Israeli
    TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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    Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Spreadsheet Supplement 525-721, June 2025.
    • June 2006 (Revised October 2007)
    • Case

    Takashimaya in Transition

    By: Rajiv Lal, Masako Egawa and Chisato Toyama
    Takashimaya, the largest department store in Japan, was suffering from declining sales. CEO Koji Suzuki had succeeded in instituting changes to cut costs. However, Suzuki needed to come up with a strategy to increase sales, particularly in apparel, which comprised the... View Details
    Keywords: Growth and Development Strategy; Brands and Branding; Product Development; Sales; Apparel and Accessories Industry; Retail Industry; Japan
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    Lal, Rajiv, Masako Egawa, and Chisato Toyama. "Takashimaya in Transition." Harvard Business School Case 506-054, June 2006. (Revised October 2007.)
    • March 2024 (Revised April 2024)
    • Case

    Coursera's Foray into GenAI

    By: Suraj Srinivasan, Michael Parzen and Radhika Kak
    In early 2023, Maggioncalda, CEO of US EdTech firm Coursera, launched Project Genesis to develop a strategy for incorporating GenAI capabilities into the firm's offerings, asking his teams to focus on value to the firm and cost of implementation. The team identified... View Details
    Keywords: Business Model; AI and Machine Learning; Brands and Branding; Business Strategy; Competitive Advantage; Technological Innovation; Education Industry; Technology Industry; United States
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    Srinivasan, Suraj, Michael Parzen, and Radhika Kak. "Coursera's Foray into GenAI." Harvard Business School Case 124-089, March 2024. (Revised April 2024.)
    • November 1994 (Revised September 1996)
    • Case

    RiceSelect

    By: Alvin J. Silk and Mary Shelman
    In August 1994, Robin Andrews, President of RiceTec, Inc., faces a critical decision that will affect his firm's future: what policy should RiceTec follow for supplying grocery retailers with private label merchandise? RiceTec, a small privately owned firm engaged in... View Details
    Keywords: Cash Flow; Leadership; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Private Ownership; Research and Development; Conflict Management; Agriculture and Agribusiness Industry; Retail Industry
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    Silk, Alvin J., and Mary Shelman. "RiceSelect." Harvard Business School Case 595-033, November 1994. (Revised September 1996.)
    • August 2021 (Revised February 2024)
    • Case

    Perfect Diary (完美日记)

    By: Shunyuan Zhang and Sunil Gupta
    Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow... View Details
    Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia
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    Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Case 522-030, August 2021. (Revised February 2024.)
    • September 1995 (Revised August 1996)
    • Case

    Land Rover North America, Inc.

    Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's... View Details
    Keywords: Product Positioning; Consumer Behavior; Brands and Branding; Auto Industry; Retail Industry; North and Central America; United Kingdom
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    Fournier, Susan M. "Land Rover North America, Inc." Harvard Business School Case 596-036, September 1995. (Revised August 1996.)
    • July 2005 (Revised April 2009)
    • Case

    Real Madrid Club de Futbol (Multimedia)

    By: John A. Quelch
    In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and extend the club's brand... View Details
    Keywords: Risk Management; Brands and Branding; Marketing Strategy; Organizational Change and Adaptation; Sports; Expansion; Sports Industry; Spain
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    Quelch, John A. "Real Madrid Club de Futbol (Multimedia)." Harvard Business School Multimedia/Video Case 505-081, July 2005. (Revised April 2009.)
    • February 2018
    • Case

    Montes Calcados: A Step Ahead

    By: James L. Heskett and James T. Kindley
    Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at... View Details
    Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Retail Industry
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    Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018.
    • November 2001 (Revised March 2011)
    • Case

    Corona Beer

    By: Rohit Deshpande, Gustavo Herrero and Kirsten O'Neil Massaro
    In early June 1997, the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U.S. market. Despite a much higher sales volume growth rate, Corona still trailed Heineken, the #1 imported beer brand in the U.S. market. Could Corona... View Details
    Keywords: Brands and Branding; Marketing Strategy; Sales; Competitive Strategy; Food and Beverage Industry; Mexico; United States
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    Deshpande, Rohit, Gustavo Herrero, and Kirsten O'Neil Massaro. "Corona Beer." Harvard Business School Case 502-023, November 2001. (Revised March 2011.)
    • January 2002 (Revised January 2004)
    • Case

    Cola Wars Continue: Coke and Pepsi in the Twenty-First Century

    By: David B. Yoffie and Yusi Wang
    Examines the industry structure and competitive strategy of Coca-cola and Pepsi over 100 years of rivalry. New challenges of the 21st century included boosting flagging domestic cola sales and finding new revenue streams. Both firms also began to modify their bottling,... View Details
    Keywords: Price; Growth and Development; Brands and Branding; Emerging Markets; Industry Structures; Performance; Competition; Competitive Strategy; Food and Beverage Industry; United States
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    Yoffie, David B., and Yusi Wang. "Cola Wars Continue: Coke and Pepsi in the Twenty-First Century." Harvard Business School Case 702-442, January 2002. (Revised January 2004.)
    • 07 Jul 2022
    • HBS Case

    How a Multimillion-Dollar Ice Cream Startup Melted Down (and Bounced Back)

    Creamery in 2010, a Brooklyn ice cream parlor that would grow to 16 stores in four states by 2020. Smith’s clever flavors—mixing pecan pie and Sufganiyah jelly donuts in “Thanksgivukkah,” for example—were so enticing that Walt Disney pitched a View Details
    Keywords: by Pamela Reynolds
    • August 2018 (Revised February 2023)
    • Case

    Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

    By: Jill Avery and Ayelet Israeli
    As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
    Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
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    Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
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