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← Page 20 of 1,828 Results →
  • September 2011 (Revised August 2013)
  • Case

The Pepsi Refresh Project: A Thirst for Change

By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
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Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)

    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
    • January 2023
    • Case

    Velong: Rethinking 'Made in China'

    By: Krishna G. Palepu, Nancy Hua Dai and Billy Chan
    Velong is a supplier of kitchen equipment and backyard grills for major global brands and store brands of large western retailers. In light of the COVID-related disruptions to the global supply chains, and the evolving trade tensions between China and the Western... View Details
    Keywords: Globalization; Supply Chain Management; Risk Management; Manufacturing Industry; China; India; Mexico; Turkey; Viet Nam
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    Palepu, Krishna G., Nancy Hua Dai, and Billy Chan. "Velong: Rethinking 'Made in China'." Harvard Business School Case 323-064, January 2023.
    • 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.)
    • 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.)
    • 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.)
    • 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.
    • 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.)
    • June 2017
    • Case

    Harmonie Water: Refreshing the World Naturally

    By: John A. Quelch and John L. Teopaco
    The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product... View Details
    Keywords: Brands and Branding; Advertising; Marketing Communications; Global Strategy; Food and Beverage Industry
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    Quelch, John A., and John L. Teopaco. "Harmonie Water: Refreshing the World Naturally." Harvard Business School Brief Case 917-527, June 2017.
    • 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
    • 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.)
    • 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.)
    • 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
    • August 2023 (Revised September 2023)
    • Case

    Zegna

    By: Rohit Deshpandé, Dante Roscini and Elena Corsi
    In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of... View Details
    Keywords: Marketing Strategy; Product Marketing; Product Positioning; Luxury; Competition; Fashion Industry; Italy
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    Deshpandé, Rohit, Dante Roscini, and Elena Corsi. "Zegna." Harvard Business School Case 524-021, August 2023. (Revised September 2023.)
    • 18 Nov 2019
    • Video

    Adi Godrej

    Adi Godrej, head of the India-based diversified business group Godrej Group, describes the company's strategy for moving into markets by acquiring businesses with strong local brand recognition. He gives the... View Details
    • 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.
    • 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.)
    • 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.)
    • 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.)
    • 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
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